危机传播中核心价值观的优先选择

因为组织以集体的方式行事，所以组织和决策的管理层都应当承担道德责任，组织将以道德代理人的方式传播危机信息。长期形成的价值观念体系，具有鲜明的评判特征，道德判断是建立在组织内化的特定价值观基础上。不同组织的价值观不尽相同。在危机情境下组织最重要的价值观如关注企业利润的价值观经常与关注员工福利和环境等价值观相互冲突。因此在危机信息传播中，组织应优先考虑核心价值观：责任感及问责精神和人文关怀精神。核心价值观能帮助组织重新定位和做出合乎道德标准的危机传播反应。建立在核心价值观基础上的危机信息传播能够增强组织的声誉和凝聚力，帮助组织重建。

The Preference of Core Values in Crisis Communication

Organizations often act in collective ways as moral agents, so the management of organizations and decision - making should bear moral obligation. The Long - term system of values has distinctive characteristics of judgment, and moral judgment is based on the organizations＇ own specific values. The values of organizations are different. In crisis, the most important values of organizations like the concerns of corporate profits are often conflicted with the concerns of welfares and environments of staff. In crisis communication, core values such as sense of responsibility, the spirit of accountability and humanistic spirit should be preference for orgcanizations, because these values are helpful to the reposition of organizations and the ethical reaction to crisis communication. The crisis communication based on core values can help to enhance the reputation, cohesion and reconstruction of organizations.