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id="i2i2jyu4k" class="Remark"> <span>2016年04月14日 10:49 | 来源：<a target="_blank">中国质量报</a></span> <span id="i2i2jyu4k" class="fr"> <div id="i2i2jyu4k" class="jiathis_style_24x24"> <a class="jiathis_button_qzone"></a> <a class="jiathis_button_tsina"></a> <a class="jiathis_button_tqq"></a> <a class="jiathis_button_weixin"></a> <a class="jiathis_button_renren"></a> <a class="jiathis jiathis_txt jtico jtico_jiathis" target="_blank"></a> </div> <script type="text/javascript" src="http://v3.jiathis.com/code_mini/jia.js?uid=1399539302485450" charset="utf-8"></script> </span><span id="i2i2jyu4k" class="fr">分享到：<img src="http://www.rmzxb.com.cn/images/fx.jpg" /> </span> </div> <div id="i2i2jyu4k" class="text_box"> <p align="center"> <p></p><div style="text-indent: 2em; text-align: left;"><div style="text-indent: 2em; text-align: left;"><span style="text-indent: 2em; font-family: inherit; line-height: 1.6;">在备受社会关注的北京和颐酒店女子遇袭事件中，当事酒店在事发60个小时后才举办发布会，而且发布会还是在与会记者等待近5个小时、酒店新闻发言人以5分钟的读手机版电子稿后匆匆结束?？梢运?，和颐酒店的新闻发布会不仅没有达到应有的效果，反而在炽热的舆论上火上浇油、引火烧身，进一步引起不满的社会情绪，可谓是一场多此一举、自取其辱的?；?。</span></div></div><div style="text-indent: 2em; text-align: left;"><p style="text-indent: 2em; text-align: left;"><span style="line-height: 24.8889px; text-indent: 28px;">和颐酒店召开新闻发布会的目的在于?；?。合格的?；赜Τ吻迨率嫡嫦唷哺缁峁谇樾?、获得当事人和社会公众的谅解。但和颐酒店举办的新闻发布会，既没有澄清事实，还引发了当事人和在场记者的不满，使得媒体纷纷帮助当事女子讨公道。究其原因，在于和颐酒店举办的新闻发布会，违背了?；氐?个基础原则：及时、透明、坦诚。</span></p><p style="text-indent: 2em; text-align: left;">首先，和颐酒店在事情发生60个小时后才召开新闻发布会，违背了?；氐氖滓颉笆?，给事件的恶化留下时间，也给舆论的发酵、传播留下了充足的时间。依据各个不同时期的新闻传播速度，危机的处理时限也在变化：在报纸时代，由于新闻从采编、印刷需要一天左右的时间，企业在?；⑸?4小时后处理尚算合理。随着传播媒介的进化，电视时代须在4小时内对?；录写?。而移动互联网则进入到一个秒杀的时代，?；⑸幢还谥?，这对企业的?；硎毕尢岢隽思峡恋囊?，像和颐酒店这样60个小时的拖延是难以被舆论忍受的。</p><p style="text-indent: 2em; text-align: left;">其次，企业发生?；豢膳?，处理不当才可怕。处理得当，?；锌赡艹晌笠档幕?。在处理危机时企业应拿出诚恳的态度，给出解决方案，及时向当事人和社会公众的道歉，获取谅解，让大事化小、小事化了，尽可能的修复品牌形象。</p><p style="text-indent: 2em; text-align: left;">一场合格的新闻发布会应具备两个部分，第一是信息发布，第二是回答记者提问。信息发布是为了披露事实，还真相于公众，终止无休止的讨论和猜测；回答记者提问是解读事实真相的补充环节，也是对记者的尊重和配合。</p><p style="text-indent: 2em; text-align: left;">而和颐酒店的新闻发布会，形式极其不认真严肃：在记者等待近5小时后召开，以和颐新闻发言人用5分钟左右的时间读手机上的底稿结束，而后金蝉脱壳、草草离场。</p><p style="text-indent: 2em; text-align: left;">第三，常言道：形式决定意义。新闻发言人的视听语言和态势语言等细节，对危机公关的成功与否也有着决定性作用，诚恳、主动示弱好过傲慢和强势，这也是在一场注重细节的危机公关新闻发布会中，新闻发言人往往选择柔弱、温和女性的原因。</p><p style="text-indent: 2em; text-align: left;">还需强调和补充的是，新闻发言人应具有足够的分量，坦诚地为公众解开真相。这比和颐酒店发言人拿出官方套稿来、在未获得充分授权情况下主导新闻发布会，最终导致不回答任何问题而陷入处处被动的境地好很多。</p><p style="text-indent: 2em; text-align: left;">目前，以和颐酒店遇袭女子为主的80、90后消费者，正成为社会中坚消费力量。他们是理智、主体意识强烈、懂得?；ぷ陨砣ㄒ娴男乱淮颜?，也是互联网的原驻民，这也使得企业和消费者之间信息不对称趋于零。企业试图“愚弄”、“欺瞒”消费者的机会已经没有，这对企业?；氐拇硖岢隽诵碌囊?。</p><p style="text-indent: 2em; text-align: left;">首先，在移动互联网时代企业需要建立全员参与的?；靥逑?，争取做到危机发生即刻解决。聘请专业人士担任企业公关顾问，对企业员工进行危机公关培训，并在?；卮矸矫娉浞质谌?。例如，许多餐饮企业便将处理?；娜ɡ路诺椒裨辈忝?，当菜品出现问题时，服务员有赠送菜品和免单的权利，真正做到在危机发生的现场就能有人有权去妥善解决，避免危机的扩散和处理过程中的拖延。</p><p style="text-indent: 2em; text-align: left;">其次，要建立公关?；ぞ疲詈檬欠值燃兜奈；ぞ?，让?；⒄沟拿恳桓鼋锥味加幸桓鲈け傅摹跋涝薄?。如果和颐酒店建立了相应的?；碓ぞ?，当酒店服务员层面的员工无法妥善解决时，相应的高一级员工可以在得到汇报后，拿出更高一级的?；矸桨溉ァ捌嘶稹?，比如和颐酒店店长及时联络当事人，及时致歉，获取谅解，避免事态扩大。</p><p style="text-indent: 2em; text-align: left;">最后，挑选合适的新闻发言人。新闻发言人不一定是专职人员，可以由企业高管兼任，该高管须知晓企业的运营状况，深谙企业的?；砘坪托挛欧⒉蓟岬恼倏绞胶驼返姆⒀苑绞?。</p><p style="text-indent: 2em; text-align: left;">公关不能改变已经发生的事实，但却可以改变消费者对事件的认知。正确妥善的?；矸绞讲唤隹梢栽谝欢ǔ潭壬先趸笠翟庥龅奈；?，还可给企业带来新的机遇。面临新的社会环境、传播环境和新的受众，企业也需要及时审视这些变化，建立新的?；阑鹎?。</p></div><p><br style="text-indent: 2em; text-align: left;"/></p> </div> <p class="Editor">编辑：薛晓钰 </p> <div id="i2i2jyu4k" class="Paging"> </div> <p class="Keyword">关键词：和颐酒店女子遇袭</p> <h1 class="pv_title_2 mt_15"><a target="_blank" class="more mtb_14">更多</a><span id="i2i2jyu4k" class="t" 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