公关危机涉及公众利益,经过媒体报道,能够广泛传播,具有很强的破坏力,危机传播管理能够极大地减少危机的成本与损失,是组织主动出击战胜危机的有效手段,本文分别从危机预防、处理及善后三个层面,结合国内企业与跨国企业处理危机案例,深入剖析并阐述了不同时期的公关危机传播沟通管理策略,以期对国内企业发展有所裨益。 Public relations crisis involves the public interest, through the media coverage, can be widely disseminated, with strong destructive power, crisis communication management can greatly reduce the cost and loss of the crisis, is an effective means to organize the initiative to overcome the crisis, this paper respectively from the crisis prevention, Processing and rehabilitation of the three levels, combined with domestic enterprises and multinational corporations to deal with crisis cases, in-depth analysis and elaboration of different stages of PR crisis communication and management strategies, with a view to the development of domestic enterprises benefit.