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新媒体环境下危机公关策略研究

时间:2020-01-17 15:23来源:毕业论文
基于危机传播四段论的理论基础、研究和创新“新媒体环境下的危机传播特点”,旨在研究在危机公关管理中应对新媒体传播的策略,以及如何妥善解决各类危机公关事件中的矛盾冲突

摘要近年来危机公关事件频发,加之以新媒体、数字移动媒体为代表的新媒体出现和应用使得媒体与受众间的关系也发生了重大的变化,改变了传统信息的传播模式,使危机事件传播的速度加快、范围更广,形式也发生了巨大的变化。针对这一新形势,国家、组织和个人在处理危机公关上应该与时俱进,重新审视自身的信息传播观念。于是寻找新媒体和危机公关的特点,并根据其特点分析、建立危机公关解决策略成为了需要研究的课题。本文汇总了各大期刊中有代表性的研究内容作为综述,基于危机传播四段论的理论基础、研究和创新“新媒体环境下的危机传播特点”,旨在研究在危机公关管理中应对新媒体传播的策略,以及如何妥善解决各类危机公关事件中的矛盾冲突、树立积极、健康、正面的企业形象。本文将深入探讨新媒体环境下的危机公关,重点探寻新媒体环境下的危机公关事件处理的方法。44185

Abstract: In recent years, frequent occurrence of crisis public relations events, along with the new media, the digital mobile media as a representative of new media and application makes the relationship between the media and the audience also significant changes have taken place, changed the traditional information transmission mode, quicken the speed of crisis event propagation, is wider, form is also great changes have taken place. Organizations and inpiduals in the new situation, countries should keep pace with The Times, in dealing with crisis public relations to re-examine their own information communication. So looking for new media and the characteristics of crisis management, and according to its characteristic analysis, build a crisis public relations strategy has become a need to study the subject. This paper summarizes the major issue of the journal presents a review of the research content as representative, based on the theory of crisis spread four theoretical basis, research and innovation "crisis transmission characteristics of the new media environment", aims to study the crisis public relations management in response to new media communication strategy, and how to properly solve the conflicts of all kinds of crisis public relations events, set up positive, healthy and positive corporate image. This paper will explore the new media environment of crisis management, focus on exploring the new media environment crisis pr event handling methods.

毕业论文关键词:危机公关; 新媒体; 危机传播

Keyword: Crisis public relations;  New media;  Crisis dissemination

目    录

1引言.4

  1.1选题背景及意义....4

  1.2研究现状....4

  1.3本文创新点4

2文献综述.....5

  2.1相关概念的界定....5

    2.1.1公共关系...5

    2.1.2新媒体.5

  2.2新媒体与传统媒体的整合趋势分析..6

  2.3 危机公关、危机沟通的相关理论基础...6

    2.3.1史蒂芬·芬克危机传播四段论...6

    2.3.2危机公关5S原则.7

3 3 企业危机公关成功案例分析------取缔余额宝风波.....7

  3.1取缔余额宝,一石激起千层浪....7

  3.2危机公关转危为安具体策略..7

    3.2.1目标受众界定明确.....7

    3.2.2情境不同,策略各异.8

    3.2.3始终遵循“24小时”原则....8

    3.2.4巧妙运用新媒体语言.8

4新媒体环境下危机公关各阶段解决方案及策略研究.....9

  4.1新媒体环境下危机公关潜伏期应对策略9

    4.1.1诚信优先:严格把关讲究信用...9 新媒体环境下危机公关策略研究:http://www.lwfree.com/xinwen/lunwen_45389.html

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