关于危机新闻发言人的沟通策略研究

摘要

    随着新闻发言人制度的逐步建立，越来越多的政府部门或企业在面临危机时都会召开新闻发布会，透过新闻发言人向媒体和公众解释事件。出色的新闻发言人可以通过和媒体公众的沟通有效地说明事件的来龙去脉和解决方法，从而化解危机，然而，一部分新闻发言人却没有良好的沟通能力，因而“越说越糟”，使得危机公关变得“雪上加霜”。
    本文主要是对危机公关中新闻发言人的沟通策略进行研究。研究首先分析危机公关中新闻发言人的工作特点，然后结合分析找出新闻发言人在危机公关中有哪些沟通对象，新闻发言人和这些沟通对象又有怎样的关系，新闻发言人在沟通过程中应该坚守怎样的沟通原则和避开哪些沟通禁忌。最后结合新闻发言人的非语言沟通策略，并且还通过案例分析，推导出危机公关中新闻发言人的语言沟通策略。

关键词：危机公关；新闻发言人；沟通策略
On the Study of Press Spokesman's Communication  Strategy in Public Relations in Crisis

Abstract

Along with the gradual establishment of press spokesman system, more and more government departments or enterprises will hold a press conference to explain events through a spokesman to the media and the public when facing a crisis. Good press spokesman through media effectively describing events to public and the solutions. However, part of press spokesman without good communication, therefore making thing getting worse, which became one disaster after another public relations in crisis.
This paper is mainly on the public relations in crisis that press spokesman's communication strategy research. After analysing the public relations in crisis  spokesman in job characteristics, and then combined with the analysis to find out the press spokesman in crisis public relations in which the object of communication, press spokesman and the object of communication and how the relationship between, press spokesman in the communication process should adhere to the principle of how to communicate and which to avoid communication taboo. Finally, the spokesman for nonverbal communication strategies , and through the case analysis to deduce the crisis public relations spokesman in communication strategy.
Keywords: public relations in crisis, press spokesman, communication strategy

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