目录
绪论················································3
一 危机公关的基本内容···································3
危机公关的概念···································3 危机公关的特点···································4危机公关的5S原则································4
危机公关的必要性································4
二 案例分析：蓝月亮“增白门”事件回顾··················5
（一）“增白门”事件回顾··································5
（二）蓝月亮采取的措施·································5
（三）效果分析·········································6
三 从蓝月亮事件看我国企业公关方面存在的问题············7
速度不够及时，部分反应迟钝·······················5
与媒体，消费者的沟通不够主动，不够真诚··········6
不够勇于承担责任································7
专家不够权威·····································8
四 企业危机公关的应对策略······························8
建立危机预警机制······························8
建议健全危机管理系统·························8
积极进行整合营销传播·························8
修复公共关系·································9
加强政府监督和引导···························9
结语··············································10
参考文献··········································11
绪论
危机公关行动虽然在中国早已经有了，但其理论是在近些年才传入中国的，中国的危机公关理论才有了极大的发展。正所谓，天有不测风云，人有旦夕祸福。我们不能预料危机什么时候会降临，但至少在发生之后知道如何应对危机。当今我国的企业在危机发生后，都有采取不同程度的紧急措施，但由于对危机以及危机公关的认识不足，大多企业都没有一个较为全面的危机公关系统。比如，广州蓝月亮：“增白门”事件发生后，蓝月亮采取的措施，有效的挽救了不利的局面，但还是能够从里面发现有对于危机公关应对的不足。
由于人们生活水平的提高，使得消费者对于产品本身的安全问题越来越重视，同时产品竞争的白热化，在中国信息时代，只要产品一有问题，媒体大规模报道，如果企业应对不当，消费者就会对产品产生抵触的心理。可能会导致企业费时费心力建立的基业毁于一旦。因此，危机公关在当今现代企业经营中显现的越来越重要。
