网络社群时代的危机公关管理  

Crisis Public Relations Management in the Era of Online Communities

作　　者：庞晓虹[1] PANG Xiao-hong(School of Journalism and Communication,Northwest University of Political Science and Law,Xi’an 710122,China)

机构地区：[1]西北政法大学新闻传播学院,陕西西安710122

出　　处：《宁波大学学报（人文科学版）》2022年第5期116-122,共7页Journal of Ningbo University：Liberal Arts Edition

基　　金：国家社科基金项目“资本、技术、制度影响下的网络媒体内容生产研究”(16BXW028)。

摘　　要：互联网催生的网络社群形成的共同体形态,虽然满足了网民社交和信息交流的需要,但给社会组织危机管理带来了新的挑战,网络社群时代危机事件具有发生、认知、记忆的复杂性,常规危机管理思维与网络社群高参与度交互作用,使社会组织的危机公关管理时常疲于应对,且易陷入一些误区。通过培育理念模块、确定目标模块、组建方法系统,危机公关可以实现高标准、长远愿景的有效管理。Though the Internet-generated network community meets the needs of internet users’ social and information acquisition and exchange, it poses more complex challenges to social organizations on the communication management of crisis events because of the communication scene brought about by its hierarchical social characteristics and strong willingness to participate in management.Under the interaction between the habitual crisis management thinking and the high participation of the network community, the crisis public relations management practice of social organizations is often difficult to convince the public, and it is easy to fall into some misunderstandings. Through the cultivation of concept module, the determination of target module and the formation of method system module, the effective management of crisis public relations can be realized with high standard and long vision.

关 键 词：网络社群 社会组织管理 危机公关 

分 类 号：G206[文化科学—传播学]