Enterprises in crisis public relations strategy in the use of media In the enterprise business process, a variety of crises often general clean sweep like a storm, let managers by surprise. The daily operation of the organization, the unexpected event may in a very short diffusion Dao Shi Jian Nei&#39;s social dimension is very broad, Er crisis public relations Sheji right to remove the incident from the Fa Sheng Jin Xing various stages of processing. Crisis is not always destructive, take seriously the crisis, crisis and reasonable, the crisis will not only destroy the company, will allow enterprises to access to development in a crisis. This is the highest state of crisis. So Intel (Intel), the former president Andy - the crisis in the company Gelu Fu divided into three levels: bad company is the crisis solution, a good company through the crisis, and a great company to improve their crisis. ? ?How to resolve the contradiction between enterprises and the public, to calm the conflict, access to public understanding of public relations crisis management to solve the problem. Such as the Czech Republic in early 2007, an American Airlines passengers stranded in Portland event, followed by the White Rabbit Creamy Candy in &quot;formaldehyde door&quot;, LG cell phone refurbished machine incident, Wahaha water event, &quot;China&quot; series of crises, including the &quot;three Lu milk powder &quot;incident. Mass media in the dissemination and spread of these crises play an important role in the process, sometimes leading the main force of public opinion. ? ?In 1999, Belgium and France, a number of primary and secondary poisoning drinking Coca-Cola. After the incident, the Belgian government to immediately ban the domestic sale of Coca-Cola brand drinks. That situation, Coca-Cola&#39;s CEO arrived from the United States, Belgium, who held a press conference, published in the press caused the main managers signed an open letter to consumers, through various means to express public apology. In addition, they also take other effective actions, such as the recovery of products, announced the findings of restitution to consumers, reimbursement of medical expenses for the customer to control the spread of the crisis. Coca-Cola through the media tell the public that this series of treatment plans, and actively fulfill their commitments. Coca-Cola paid a huge price, finally win back the trust of consumers, has also been the government&#39;s understanding and sympathy. ? In this case, the first public relations crisis, we can see four features: unpredictable, highly concerned about sex, some destructive, time urgency. Crisis, the specific time, scale and specific depth are unexpected, and often in a very short period of time caused a negative impact and attention. This time requires businesses within the shortest time possible solution to turn the tide. ? Enterprises in a crisis, should pay attention to the media. Media in a crisis public relations, whether it is success and failure, it plays an irreplaceable role, and even companies sometimes &quot;Success or failure will the media the media,&quot; the subtle phenomenon. Media companies handling the crisis played a key role as a bridge, the media either straight, or you can distort the truth. It has the kind of public opinion about community-oriented and ability will make every company had to attach importance to relations with the news media. Communication with the media, is the most effective, most economical and fastest way of communicating with consumers and the general public. Actively collecting media information on their own crisis, the key problem to find and start a crisis public relations. Enterprise in the face of crisis, should be flexibly and quickly access the media to build confidence, to the public that his side&#39;s attitude, timely control of the situation. Case, the Coca-Cola Company held a press conference in time, an apology letter published in the press, are to the public that the direct performance of one&#39;s own attitude. Principles of public relations crisis in the principle of sincere communication, business in a whirlpool during a crisis, the public and media attention. Will accept the challenge of their every move, so do not have chances in an attempt to muddle through. The media should take the initiative to contact, communicate with the public as soon as possible, explain the facts to promote mutual understanding, dispel doubts and uncertainty. Clearly, Coca-Cola in the media in crisis public relations strategy for the implementation of very successful. ? November 30, 2004, Skyworth spread &quot;misappropriated funds&quot; case, the evening held high-level emergency meeting on the 1st morning issued a statement: all the normal activities of the company, and told the media at a press conference will be. 5 conference held normal, including the giant home appliance chain, commercial banks, co-issued a statement on behalf of full-scene support. The next day, and anticipated the news is mostly good, the whole incident a turning point. ? Skyworth&#39;s most successful public relations of the crisis is the crisis taken a decisive and sensible means, not to the media for personal use too much space to play, first to their advantage in the information upon their media to win the initiative for their own . Moment of the crisis, the management of the business requirements for the first point is that it must brains, &quot;as soon as controlling public opinion.&quot; The characteristics of the crisis situation is that things happen from the beginning, after the longer, the situation is more severe. ? ?So, that should be how to deal with the crisis public relations media? First, take the initiative to communicate with journalists admit mistakes, do not try to hide the facts, not to hurt the dignity of journalists. Communication between businesses and the public press is the first link is the most basic fundamental aspects of the company&#39;s evaluation and opinions to a large extent determine the views of public enterprises. Second, enterprises should maintain the same in all the propaganda caliber. Different caliber, leading brand in the handling of the crisis facing public relations reporter&#39;s question, it will be in a very passive position, media reporters left no doubt as dishonest attitude, which stresses the failure leading to a crisis public relations. Furthermore, the time the consumer first, to be humble gentle treatment of journalists. Businesses should stand on the position of victims of sympathy and comfort, all to the interests of consumers, do not evade problems and errors, and apologize to the public through the mass media to address the deep psychological, emotional relations, and thus win public understanding and trust. Finally, rapidly attack the first time, providing a large number of complete information and professional witness information, centralized decision-making to maximize use of resources, rapid decision making, system deployment, implementation. Proactive communication with the media, with. ? ?Media and public relations companies are not alone in a crisis can not be neglected when the influence of the enterprise&#39;s daily operations, the media and public relations, can not ignore the important part. Media and public relations if used properly can take many can not imagine the effect: to make complicated things simple the original, so that the results had no hope of becoming a dynamic, so that the value of news media had not changed the appeal. Media and public relations is to use, as long as you only good at using the media and public relations value to your business, not embarrassed. ? Enterprises in the public relations crisis must pay attention to media access to the media the right way to pull through, even the power of media propaganda can rely on their own to improve themselves. A loss, no bad thing, a breathtaking storm does not necessarily mean death, it is this not a prelude to what storm?