企业危机公关成功案例.docxVIP

企业危机公关成功案例

目录

一、内容简述................................................3

1.1危机公关的重要性.....................................4

1.2成功案例的意义.......................................5

二、危机公关前期准备........................................6

2.1危机风险评估.........................................8

2.1.1识别潜在风险.....................................9

2.1.2评估风险影响程度................................10

2.2制定危机应对策略....................................11

2.2.1风险预防措施....................................12

2.2.2应急预案制定....................................13

2.3建立危机沟通机制....................................14

2.3.1沟通渠道选择....................................15

2.3.2沟通内容规划....................................17

三、危机发生与应对.........................................18

3.1危机爆发后的处理....................................18

3.1.1确保信息准确性..................................20

3.1.2快速响应机制....................................21

3.2危机过程中的舆论引导................................21

3.2.1积极传播正面信息................................23

3.2.2抵制负面信息的扩散..............................24

3.3危机后续的恢复与重建................................25

3.3.1修复品牌形象....................................26

3.3.2回归正常运营....................................27

四、危机公关成功要素分析...................................28

4.1及时性..............................................29

4.2透明度..............................................30

4.3沟通有效性..........................................31

4.4后续行动力..........................................32

五、经典危机公关案例剖析...................................33

5.1丰田汽车召回事件....................................35

5.1.1事件背景........................................36

5.1.2公关应对策略....................................37

5.1.3后续影响及教训..................................38

5.2苹果公司“降速门”事件................................40

5.2.1事件起因........................................41

5.2.2公关应对措施....................................42

5.2.3品牌形象重塑.......................