企业做好危机公关至关重要
<P class=MsoNormal style="TEXT-JUSTIFY: inter-ideograph; MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; TEXT-ALIGN: justify"><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">南京冠生园“沉馅儿”事件已经过去将近七年时间。２００２年３月，企业宣布破产，原有投资商与管理团队黯然撤离，</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><FONT face="Times New Roman">"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">南京冠生园</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><FONT face="Times New Roman">"</FONT><A href="http://www.dashi123.org/"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; text-underline: none"><SPAN lang=EN-US>品牌</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">归南京食品工业公司所有。面对危机，南京冠生园还是没有表现出应有的诚信。先是辩解称这种做法在行业内</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><FONT face="Times New Roman">“</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">非常普遍</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><FONT face="Times New Roman">”</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">，绝不是我冠生园一家；在卫生管理法规上，对月饼有保质期的要求，但对馅料并没有时间要求，意即用陈馅做新月饼并不违规。随后又匆忙发出了一份公开信继续狡辩，却始终没有向消费者作任何道歉，其所作所为不仅令消费者更加寒心，也进一步将自身信誉丧失殆尽。这个历史悠久的老品牌几乎在一夜间轰然倒塌。（该案例出自</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><A href="http://www.cdpeixun.com/"><FONT face="Times New Roman" color=#0000ff>www.cdpeixun.com</FONT></A></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">）</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></SPAN></P><P class=MsoNormal style="TEXT-JUSTIFY: inter-ideograph; MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; TEXT-ALIGN: justify"><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">伊索寓言里有这样一则故事：森林里有一只野猪不停地对着树干磨它的獠牙</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><FONT face="Times New Roman">,</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">一只狐狸见了不解地问：“现在没看到猎人，你为什么不躺下来休息享乐呢</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><FONT face="Times New Roman">?</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">”野猪回答说：“等到猎人出现时再来磨牙就来不及啦</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><FONT face="Times New Roman">!</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">”。野猪抗拒被捕猎的利器，不是它那锋利的獠牙而是它那超前的“</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><A href="http://www.cdpeixun.com/"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; text-underline: none"><SPAN lang=EN-US>危机意识</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">”。</SPAN><SPAN style="FONT-SIZE: 10.5pt"><FONT face="Times New Roman"> </FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">（该寓言出自</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><A href="http://www.dspeixun.com/"><FONT face="Times New Roman" color=#0000ff>www.dspeixun.com</FONT></A></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">）</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="TEXT-JUSTIFY: inter-ideograph; MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; TEXT-ALIGN: justify"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><A href="http://www.cdzixun.cn/"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; text-underline: none"><SPAN lang=EN-US>危机管理</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">已是当前</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><A href="http://www.dspeixun.com/"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; text-underline: none"><SPAN lang=EN-US>企业管理</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">的一项重要内容，普遍越受到企业的重视。当前，由于企业所处的</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><A href="http://www.dashi123.com/"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; text-underline: none"><SPAN lang=EN-US>外部环境</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">和企业内部自身条件的不断变化，可能导致企业对外部环境和</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><A href="http://www.dashi123.org/"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; text-underline: none"><SPAN lang=EN-US>内部条件</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">变化的不和谐进而引发企业危机，那么</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><A href="http://www.cdpeixun.com/"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; text-underline: none"><SPAN lang=EN-US>生产经营活动</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">中无时无刻不存在风险和危机，包括</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><A href="http://www.cdzixun.cn/"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; text-underline: none"><SPAN lang=EN-US>品牌</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">、</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><A href="http://www.cdzixun.cn/"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; text-underline: none"><SPAN lang=EN-US>质量</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">、</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><A href="http://www.cdzixun.cn/"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; text-underline: none"><SPAN lang=EN-US>财务</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">、</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><A href="http://www.cdzixun.cn/"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; text-underline: none"><SPAN lang=EN-US>声誉</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">等等。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><A href="http://www.dspeixun.com/"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; text-underline: none"><SPAN lang=EN-US>企业危机管理</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">的精髓是在危机来临之前如何识别、防范危机的发生，危机来临时如何管理危机以及将危机转化为企业发展的机遇。超前的、无形的、全面的危机意识才是企业危机防范中最坚固的防线，在日常工作中，企业必须建立完备的危机处理应急机制，否则当危机来临之际，企业就会出现无所适从，乱象丛生的被动局面。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="TEXT-JUSTIFY: inter-ideograph; MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; TEXT-ALIGN: justify"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><A href="http://www.dspeixun.com/"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; text-underline: none"><SPAN lang=EN-US>危机管理</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">的理念就是居安思危，未雨绸缪。在企业经营形势不好的时候，人们容易看到企业存在的危机，但在企业如日中天的时候，居安思危则并非易事，然而危机往往会在不经意的时候到来。所以，企业进行危机管理首先应树立一种“危机”理念，营造一个“危机”氛围，用危机理念来激发员工的忧患意识和奋斗精神，使</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><A href="http://www.dspeixun.com/"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; text-underline: none"><SPAN lang=EN-US>企业经营者</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">和所有员工面对激烈的市场竞争，充满危机感，时刻对危机保持高度警惕。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="TEXT-JUSTIFY: inter-ideograph; MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; TEXT-ALIGN: justify"><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'"> </SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><A href="http://www.dashi123.com/"><SPAN style="COLOR: windowtext; TEXT-DECORATION: none; text-underline: none"><FONT face="Times New Roman"> </FONT></SPAN><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; text-underline: none"><SPAN lang=EN-US>危机管理</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">要建立科学的危机预警系统。运用一定的科学技术方法和手段，对</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><A href="http://www.dashi123.com/"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; text-underline: none"><SPAN lang=EN-US>企业生产经营</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">过程中的变数进行分析及在可能发生危机的警源上设置警情指标，及时捕捉警讯，随时对企业的运行状态进行监测，对危害自身生存、发展的问题进行事先预测和分析，以达到防止和控制危机爆发的目的。</SPAN><SPAN style="FONT-SIZE: 10.5pt"><FONT face="Times New Roman"> </FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">一是要进行危机监测。对可能引起危机的各种因素和危机的表象进行严密的监测，搜集有关企业危机发生的信息，及时掌握企业危机变化的第一手材料。二是要进行危机预测和预报。对监测得到的信息进行鉴别，对未来可能发生的危机类型及其危害程度做出估计，并在必要时发出危机警报；三是要进行危机预控。企业应针对引发企业危机的可能性因素，采取应对措施和制定各种危机预案，以有效地避免危机的发生或尽量使危机的损失减少到最小。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="TEXT-JUSTIFY: inter-ideograph; MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; TEXT-ALIGN: justify"><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">当企业遇到危机时，要以最快的速度启动危机处理预案，规避和消除危机的蔓延和扩大。在处理危机时，要把公众的利益放在首位，企业从危机爆发到危机化解应更多地关注</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><A href="http://www.dashi123.com/"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; text-underline: none"><SPAN lang=EN-US>消费者</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">的利益而不仅仅是企业的短期利益，拿出实际行动表明公司解决危机的诚意，尽量为受到危机影响的公众弥补损失，以利于维护</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><A href="http://www.dashi123.org/"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; text-underline: none"><SPAN lang=EN-US>企业的形象</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">。危机发生后，应尽快调查事情原因，弄清真相，开辟高效的</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><A href="http://www.dashi123.org/"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; text-underline: none"><SPAN lang=EN-US>信息传播渠道</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">。随时接受媒体和有关公众的访问，以低姿态、同情心和亲和力的态度来表达歉意、表明立场，全方位地处理善后工作。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><FONT face="Times New Roman"> <o:p></o:p></FONT></SPAN></P>
<P class=MsoNormal style="TEXT-JUSTIFY: inter-ideograph; MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; TEXT-ALIGN: justify"><SPAN style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">参考资料：</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="TEXT-JUSTIFY: inter-ideograph; MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; TEXT-ALIGN: justify"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><A href="http://www.cdpeixun.com/"><FONT face="Times New Roman" color=#0000ff>www.cdpeixun.com</FONT></A><o:p></o:p></SPAN></P>
<P class=MsoNormal style="TEXT-JUSTIFY: inter-ideograph; MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; TEXT-ALIGN: justify"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt"><A href="http://www.cdzixun.cn/"><FONT face="Times New Roman" color=#0000ff>www.cdzixun.cn</FONT></A><o:p></o:p></SPAN></P>
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回复：企业做好危机公关至关重要
说的很好
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