危机公关中的议程设置与议题管理——以博士伦隐形眼镜护理液的产品质量危机为例

如何在危机时期展开良好的传播沟通活动是危机公关制胜的关键。文章立足于产品质量危机案例,采用内容分析法分析危机时期组织议题和公众议题之间的相关性。研究发现,危机时期组织议题对公众议题具有议程设置的作用,但组织议题与公众议题的角度并不完全一致;随着事态的发展,公众自发性地将有关政府监管的话题纳入议题。基于研究结果,一个新的危机传播模型得以产生:通过设置舆论焦点,相关组织可以进行议题管理,主动并有预见性地展开危机公关。

The agenda set-up process and topic management in crisis communication with Bausch & Lomb for a case study

An effective crisis communication strategy is the key to business success.This study focuses on the particular case of product harm crisis.By applying the method of content analysis,the correlation between organizational topics and public topics is explored.The study reveals that during the crisis period the organizational topics can influence the agenda of public topics,though they differ in perspective.With the development of the crisis,the public spontaneously incorporate topics about government supervision of products into their agenda.Based on our discovery,a new crisis communication model is constructed: By designing the focus of public opinions,the organizations concerened can conduct topic management and predictably advance their crisis communication.