如何为危机沟通选择发言人:案例，影响因素和方法
Mass media report all kinds of crises happening through the world everyday, which makes us feel living in an unsafe world. When the crisis takes place, all the stakeholders want to find out relevant information immediately. So it”s very important for the organization to give an effective communication within a limited time. One of the most important agenda of crisis communication is the choice of spokesman for press conference. Many organizations, especially small-scale ones, do not have crisis management planning in advance, so they often waste time on hesitating to choose spokesman, which delays or misses the best time for communication and results in failure communication. In this paper, authors discuss many cases, such as the crisis of Snow Brand Milk, the accusation against Microsoft, Clinton”s scandal, the shooting accident in a middle school in Colombia, the crude oil spill from Exxon Valdez and the international boycott against Nestle”. Based on the discussions they have deduced the elements that influence on the choice of spokesman, which are the acceptance of the public toward the spokesman, his knowledge of the crisis, his loyalty to the organization and the experience of media public relations. Based on this they designed the index system with 2 layers and ascertain the weights by AHR Then they introduce the fuzzy comprehensive evaluation mechanism for choices of spokesman in crisis communication. All of theses can increase the successful probability of the crisis communication, so it”s an important and useful tool for the organizations in crisis.
危机沟通 选择发言人 媒体
Zhigang LI Xiaoyan LIANG
Business School, University of Science and Technology of China
国内会议
北京
中文
129-138
2004-11-18（万方平台首次上网日期，不代表论文的发表时间）