When a company or a famous person has a big problem, like a scandal or a product recall, they need to do 危机公关. This means they try to fix their image and tell their side of the story to the public.
It's all about managing how people see them during a difficult time. For example, if a food company sells bad food, they need good 危机公关 to explain what happened and show they are fixing it.
When a company or organization faces a serious problem that could damage its reputation, they need to manage how the public sees it. This is called 危机公关 (wēi jī gōng guān), or crisis public relations.
It's all about communicating carefully and quickly to protect their image and trust. This might involve apologizing, explaining the situation, or showing how they are fixing the problem.
When a company or public figure faces a major negative event, like a scandal or a product recall, they need to manage how the public perceives it. This is where 危机公关 (wēijī gōngguān), or crisis public relations, comes in.
It's all about strategically communicating to protect reputation and minimize damage. Think of it as putting out fires and rebuilding trust with the public. Effective 危机公关 can mean the difference between a temporary setback and a long-term disaster for an organization.
When a company or organization faces a significant challenge that could damage its reputation, it needs 危机公关 (wēijī gōngguān), or crisis public relations.
This involves strategic communication to manage public perception during difficult times. The goal is to minimize negative impact and restore trust. Effective 危机公关 can mean the difference between recovery and lasting damage to a brand's image.
When a company or public figure faces a scandal or negative event, they need to manage how the public perceives it. This is where 危机公关 comes in. It's about taking strategic actions to protect a reputation and restore trust. Think of it as damage control for public image. The goal is to minimize the negative impact and ideally turn the situation around. It often involves issuing statements, taking responsibility, and demonstrating corrective actions.
危机公关 in 30 Seconds
- 应对危机时的公共关系
- 公司在困难时期维护形象的策略
- 处理负面新闻和公众看法的专业技能
§ What does 危机公关 mean?
Let's break down 危机公关 (wēijī gōngguān). It’s a noun that literally translates to "crisis public relations." If you're running a business or even just observing the news, you've probably seen this in action. It refers to the strategic communication process an organization undertakes when faced with a negative event or situation that could damage its reputation, operations, or financial standing. Think of it as damage control, but with a much more structured and long-term approach.
- DEFINITION
- Crisis public relations. This involves managing public perception during a challenging situation to minimize negative impact and restore trust.
When do people use it? Any time an organization (a company, a government, a non-profit, or even a public figure) encounters a problem that could cause public backlash, loss of trust, or financial harm, they engage in 危机公关. This could be anything from a product recall, an environmental disaster, a financial scandal, a data breach, or even an inappropriate comment made by a high-ranking official.
§ Why is 危机公关 important?
In today's interconnected world, news travels fast, especially bad news. A single negative incident can go viral in minutes, causing immense and sometimes irreversible damage to a brand or individual. That's where effective 危机公关 comes in. It's about taking control of the narrative, addressing concerns directly, and outlining steps to resolve the issue. Without it, an organization risks losing its customers, investors, and public support.
- Reputation Management: Protects and rebuilds the image of the organization.
- Trust Building: Shows the public that the organization is responsible and accountable.
- Financial Stability: Minimizes financial losses due to loss of business or legal action.
- Stakeholder Relations: Maintains good relationships with employees, partners, and the community.
Think about a well-known car manufacturer that has to recall millions of vehicles due to a safety defect. This is a massive crisis. Their 危机公关 team would be working overtime to communicate with customers, provide solutions, and assure the public that they are taking the situation seriously. If they handle it poorly, their brand could be permanently damaged. If they handle it well, they might even gain public respect for their transparency and commitment to safety.
该公司需要启动 危机公关 来应对产品丑闻。(The company needs to launch crisis public relations to deal with the product scandal.)
Another example could be a celebrity caught in a scandal. Their agents and PR team will immediately engage in 危机公关 to manage the media, release statements, and try to restore their client's public image. This often involves issuing apologies, demonstrating remorse, or outlining steps for personal improvement.
发生紧急情况时，有效的 危机公关 至关重要。(When an emergency occurs, effective crisis public relations is crucial.)
In essence, 危机公关 is about being prepared for the worst and having a plan to navigate through it with minimal damage. It's not just about reacting; it's about anticipating potential problems and having strategies in place to address them proactively. For anyone working in business, communications, or even just following current events, understanding 危机公关 is fundamental to grasping how organizations protect themselves in challenging times.
§ Understanding "危机公关"
Alright, let's break down how to use 危机公关 (wēijī gōngguān), which means 'crisis public relations.' It's a key term, especially if you're dealing with business news or even just talking about how organizations handle tough situations. Think of it as the strategy and actions a company takes when things go wrong and their reputation is on the line.
§ Basic Sentence Structure
You can use 危机公关 directly as a noun, often in situations where you're discussing the *act* of crisis management, the *department* responsible for it, or the *strategy* itself.
- As a Noun (Direct Object)
- This is the most common way you'll see it. It often follows verbs like 'do,' 'handle,' 'implement,' or 'deal with.'
他们正在处理一场严重的危机公关。
Translation hint: They are dealing with a serious crisis public relations (situation).
公司需要更好的危机公关策略。
Translation hint: The company needs better crisis public relations strategies.
- As a Subject
- Less common, but still possible, especially when you're talking about the field or the task itself.
危机公关是现代企业管理的重要一环。
Translation hint: Crisis public relations is an important part of modern enterprise management.
§ Common Verbs and Phrases with "危机公关"
Here are some common verbs and structures you'll find with 危机公关:
- 做 (zuò) 危机公关: To do crisis public relations. This is a very general way to say it.
- 处理 (chǔlǐ) 危机公关: To handle/deal with crisis public relations. Implies active management.
- 进行 (jìnxíng) 危机公关: To carry out/conduct crisis public relations. Similar to 处理, but often sounds a bit more formal.
- 启动 (qǐdòng) 危机公关: To activate/launch crisis public relations. This means initiating the crisis response plan.
- 危机公关团队 (wēijī gōngguān tuánduì): Crisis public relations team. You'll often hear this referring to the people involved.
公司迅速启动了危机公关。
Translation hint: The company quickly launched crisis public relations.
我们需要一个专业的危机公关团队。
Translation hint: We need a professional crisis public relations team.
§ "危机公关" in Context: Adjectives and Modifiers
You can also use adjectives to describe the *type* or *quality* of crisis public relations.
- Effective/Ineffective
- Using words like '有效' (yǒuxiào - effective) or '无效' (wúxiào - ineffective).
这次的危机公关非常有效。
Translation hint: This time's crisis public relations was very effective.
- Timely/Untimely
- Using '及时' (jíshí - timely) to emphasize the promptness of the response.
他们需要一个及时、透明的危机公关方案。
Translation hint: They need a timely, transparent crisis public relations plan.
§ Key Takeaways for Using "危机公关"
To sum it up:
- 危机公关 is almost always used as a noun, referring to the entire process, strategy, or team involved in crisis management.
- It pairs well with action verbs like 做 (zuò), 处理 (chǔlǐ), 进行 (jìnxíng), and 启动 (qǐdòng).
- You can modify it with adjectives to describe its quality or approach.
Keep practicing these structures, and you'll be using 危机公关 like a pro in no time! It's a really useful term for discussing how companies and organizations navigate difficult public situations.
§ Mistake 1: Confusing 危机公关 with general marketing or advertising
Many learners, especially at the B1 level, tend to mix up 危机公关 (wēijī gōngguān) with broader terms like 市场营销 (shìchǎng yíngxiāo), which means marketing, or 广告 (guǎnggào), which means advertising. While all these relate to public perception and communication, 危机公关 is very specific. It deals with managing and mitigating negative public perception during a crisis. Marketing and advertising are usually proactive strategies to promote a product, service, or brand in a positive light. Crisis PR is reactive and defensive.
§ Mistake 2: Using 危机公关 for personal problems
Another common error is applying 危机公关 to personal dilemmas or small-scale issues that aren't public crises. For example, if you have a fight with a friend, that's not a 'crisis public relations' situation. 危机公关 is reserved for organizations, companies, or public figures facing significant negative attention from the public or media. It implies a broader impact than just a personal hiccup.
公司正在处理一场严重的危机公关事件。(The company is dealing with a serious crisis public relations incident.)
这不是危机公关，只是你和朋友的小矛盾。(This is not crisis public relations; it's just a small conflict between you and your friend.)
§ Mistake 3: Overlooking the 'public relations' aspect
Sometimes learners focus too much on the 'crisis' (危机) and forget the 'public relations' (公关) part. They might use it to describe any crisis, even if there's no public or media involvement. Remember, for something to be 危机公关, there must be a need to manage public perception, communicate with stakeholders, and repair public trust. A natural disaster affecting a company's operations is a crisis, but if it doesn't involve managing public image, it's not specifically 危机公关.
- DEFINITION
- 危机公关 (wēijī gōngguān): Crisis public relations. The strategic communication process used to protect and defend an individual, company, or organization facing a public challenge to its reputation.
§ Mistake 4: Not recognizing its formal business context
危机公关 is primarily a business and corporate term. While you might see politicians or celebrities engage in crisis PR, the phrase itself carries a more formal, professional connotation. Using it in casual conversation about everyday problems can sound out of place. It's not a general term for 'fixing a bad situation.' It implies a professional, organized effort by an entity to manage its image.
§ How to use it correctly
- Use it when discussing how companies or public figures deal with scandals, negative news, product recalls, or any event that harms their public image.
- It often appears in news articles, business discussions, or professional contexts.
- Remember the two key components: a 'crisis' AND 'public relations' management.
这家公司在产品召回后，启动了全面的危机公关计划。(After the product recall, this company launched a comprehensive crisis public relations plan.)
§ Understanding 危机公关
Alright, let's break down 危机公关 (wēi jī gōng guān). This literally translates to 'crisis public relations.' In plain English, it's about managing a difficult situation or problem that could damage a company's or individual's reputation. Think of it as putting out a fire before it burns down the whole building. It’s a very common term in business and news, so it’s good to know.
- DEFINITION
- Crisis public relations. This refers to the strategic communication efforts made by an organization or individual to protect and maintain their reputation during a crisis or challenging situation.
§ Using 危机公关 in Sentences
Here are a few examples to show you how to use 危机公关 in context. Pay attention to the structure.
公司需要加强危机公关意识。
Company needs to strengthen (加强) crisis public relations awareness (意识).
有效的危机公关可以挽救品牌形象。
Effective (有效) crisis public relations can save (挽救) brand image (品牌形象).
他们正在处理一场严重的危机公关事件。
They are handling (处理) a serious (严重) crisis public relations incident (事件).
§ Similar Words and When to Use 危机公关
While 危机公关 is pretty specific, you might wonder about other related terms. Let's look at a few, and I’ll explain why 危机公关 is your best bet for 'crisis public relations.'
公关 (gōng guān) - Public Relations: This is the general term for 'public relations.' It’s much broader than 危机公关. If you're talking about PR in general, like building a positive image or managing communications, you use 公关. For example, '公关活动' (gōng guān huó dòng) means 'PR activities.'
他们的公关团队很专业。
Their PR team (团队) is very professional (专业).
危机管理 (wēi jī guǎn lǐ) - Crisis Management: This is also a good term to know. 危机管理 is broader than 危机公关. It encompasses all aspects of managing a crisis, including operational, financial, and legal responses, not just the communication side. So, 危机公关 is a component of 危机管理.
公司需要一个全面的危机管理计划。
The company needs (需要) a comprehensive (全面) crisis management plan (计划).
应对危机 (yìng duì wēi jī) - Respond to a Crisis: This is a verb phrase meaning 'to deal with a crisis' or 'to respond to a crisis.' It describes the action, not the specific field of public relations. You might say '他们正在积极应对危机' (tā men zhèng zài jī jí yìng duì wēi jī) meaning 'They are actively responding to the crisis.'
政府正在应对危机。
The government (政府) is responding to the crisis.
So, when should you use 危机公关? You use it specifically when you are talking about the public relations aspect of a crisis – how an organization communicates with the public, media, and stakeholders to protect its image and reputation during a challenging time. If you're discussing the broader handling of a crisis, 危机管理 is better. If it's just about general PR, use 公关. And if you're talking about the action of dealing with a crisis, 应对危机 is your phrase. Stick to 危机公关 when your focus is clearly on reputation management during a difficult situation.
Fun Fact
The term 危机 (wēijī) is often cited as an example of the Chinese concept of 'crisis' containing both danger (危 - wēi) and opportunity (机 - jī). While this interpretation is popular, it's not universally accepted among linguists as the historical etymology of 机 (jī) in this context is closer to 'crucial point' or 'juncture'.
Difficulty Rating
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short
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What to Learn Next
Prerequisites
Learn Next
Advanced
Examples by Level
公司有危机公关。
The company has crisis public relations.
我们需要危机公关。
We need crisis public relations.
他做危机公关。
He does crisis public relations.
危机公关很重要。
Crisis public relations is very important.
这是危机公关。
This is crisis public relations.
他们有危机公关团队。
They have a crisis public relations team.
我们学习危机公关。
We study crisis public relations.
危机公关可以帮助公司。
Crisis public relations can help the company.
公司需要专业的危机公关团队。
The company needs a professional crisis public relations team.
他负责处理这次事件的危机公关。
He is responsible for handling the crisis public relations for this incident.
危机公关很重要，可以保护公司形象。
Crisis public relations is very important; it can protect the company's image.
学校正在学习如何做危机公关。
The school is learning how to do crisis public relations.
这次的危机公关做得很好，避免了更大的损失。
The crisis public relations this time was handled very well, avoiding greater losses.
我们需要一个危机公关计划。
We need a crisis public relations plan.
在危机公关中，沟通是关键。
In crisis public relations, communication is key.
他是一位经验丰富的危机公关专家。
He is an experienced crisis public relations expert.
公司在面对负面新闻时，启动了危机公关预案。
The company activated its crisis public relations plan when facing negative news.
这次的危机公关处理得非常及时，有效控制了事态。
This crisis public relations handling was very timely, effectively controlling the situation.
专业的危机公关团队是企业应对突发事件的关键。
A professional crisis public relations team is key for enterprises to respond to emergencies.
通过有效的危机公关，他们成功挽回了品牌声誉。
Through effective crisis public relations, they successfully restored the brand's reputation.
许多企业会定期进行危机公关演练，以备不时之需。
Many companies regularly conduct crisis public relations drills for contingencies.
在信息爆炸的时代，危机公关显得尤为重要。
In the era of information explosion, crisis public relations is particularly important.
他的工作就是负责公司的危机公关事务。
His job is to be responsible for the company's crisis public relations affairs.
这次丑闻对公司的影响很大，需要强有力的危机公关来应对。
This scandal has had a significant impact on the company and requires strong crisis public relations to address it.
Grammar Patterns
Idioms & Expressions
"火上浇油 (huǒ shàng jiāo yóu)"
To add fuel to the flames; to make a bad situation worse.
他的评论简直是火上浇油，让争吵变得更激烈了。
neutral"雪上加霜 (xuě shàng jiā shuāng)"
To add insult to injury; to worsen an already bad situation.
项目失败后，又失去了投资，真是雪上加霜。
neutral"亡羊补牢 (wáng yáng bǔ láo)"
To mend the pen after the sheep are lost; to take remedial action after a loss has occurred.
虽然损失已经造成，但现在亡羊补牢还不算晚。
neutral"引火烧身 (yǐn huǒ shāo shēn)"
To invite trouble; to bring disaster upon oneself.
他为了眼前利益铤而走险，结果是引火烧身。
neutral"釜底抽薪 (fǔ dǐ chōu xīn)"
To draw the firewood from under the cauldron; to remove the root cause of a problem.
解决问题的根本办法是釜底抽薪，而非表面文章。
neutral"饮鸩止渴 (yǐn zhèn zhǐ kě)"
To drink poison to quench a thirst; to seek a temporary solution that brings greater trouble.
靠借贷度日无异于饮鸩止渴，只会让情况更糟。
neutral"防患未然 (fáng huàn wèi rán)"
To prevent trouble before it happens; to take precautions.
我们应该防患未然，而不是等到问题出现才想办法。
neutral"临阵磨枪 (lín zhèn mó qiāng)"
To sharpen one's spear only when confronted by the enemy; to prepare at the last minute.
考试前才临阵磨枪，效果肯定不会好。
neutral"对症下药 (duì zhèng xià yào)"
To prescribe the right remedy for an illness; to apply appropriate measures to a specific problem.
处理危机要对症下药，找出问题的症结所在。
neutral"力挽狂澜 (lì wǎn kuáng lán)"
To make a supreme effort to avert a crisis; to turn the tide.
在关键时刻，他力挽狂澜，挽救了整个局面。
neutralSentence Patterns
A 需要 危机公关。(A xūyào wēijī gōngguān.)
这家公司现在需要很好的危机公关。(Zhè jiā gōngsī xiànzài xūyào hěn hǎo de wēijī gōngguān.) - This company now needs very good crisis public relations.
A 正在 处理 危机公关。(A zhèngzài chǔlǐ wēijī gōngguān.)
他们正在处理这次事件的危机公关。(Tāmen zhèngzài chǔlǐ zhè cì shìjiàn de wēijī gōngguān.) - They are handling the crisis public relations for this incident.
A 的 危机公关 团队 很 专业。(A de wēijī gōngguān tuánduì hěn zhuānyè.)
这家公司的危机公关团队很专业。(Zhè jiā gōngsī de wēijī gōngguān tuánduì hěn zhuānyè.) - This company's crisis public relations team is very professional.
做 危机公关 是 A 的 责任。(Zuò wēijī gōngguān shì A de zérèn.)
在这种情况下，做危机公关是他们的责任。(Zài zhè zhǒng qíngkuàng xià, zuò wēijī gōngguān shì tāmen de zérèn.) - In this situation, doing crisis public relations is their responsibility.
A 在 危机公关 方面 有 经验。(A zài wēijī gōngguān fāngmiàn yǒu jīngyàn.)
我们公司在危机公关方面有丰富经验。(Wǒmen gōngsī zài wēijī gōngguān fāngmiàn yǒu fēngfù jīngyàn.) - Our company has rich experience in crisis public relations.
A 的 危机公关 策略 取得 了 成功。(A de wēijī gōngguān cèlüè qǔdé le chénggōng.)
他们的危机公关策略取得了意想不到的成功。(Tāmen de wēijī gōngguān cèlüè qǔdé le yìxiǎngbùdào de chénggōng.) - Their crisis public relations strategy achieved unexpected success.
如何 应对 危机 是 危机公关 的 核心。(Rúhé yìngduì wēijī shì wēijī gōngguān de héxīn.)
如何有效应对危机是危机公关工作的核心。(Rúhé yǒuxiào yìngduì wēijī shì wēijī gōngguān gōngzuò de héxīn.) - How to effectively respond to a crisis is the core of crisis public relations work.
这次 事件 给 公司 的 危机公关 带来 了 挑战。(Zhè cì shìjiàn gěi gōngsī de wēijī gōngguān dài lái le tiǎozhàn.)
这次食品安全事件给公司的危机公关带来了巨大挑战。(Zhè cì shípǐn ānquán shìjiàn gěi gōngsī de wēijī gōngguān dài lái le jùdà tiǎozhàn.) - This food safety incident brought huge challenges to the company's crisis public relations.
Word Family
Nouns
Verbs
How to Use It
When referring to the strategic communication and management of a crisis to protect an organization's reputation, use 危机公关 (wēijī gōngguān). This term specifically refers to the public relations aspect of crisis management. It's often used in business, political, and social contexts when an unexpected event threatens the image or operations of an entity. For example:
- 这家公司在丑闻爆发后，立刻启动了危机公关。 (This company immediately launched crisis public relations after the scandal broke out.)
- 他们需要一个好的危机公关团队来处理这次的负面新闻。 (They need a good crisis public relations team to handle this negative news.)
A common mistake is to confuse 危机公关 (wēijī gōngguān) with just 'crisis management' in general. While crisis public relations is a key component of crisis management, 'crisis management' (危机管理 - wēijī guǎnlǐ) is a broader term that encompasses all aspects of managing a crisis, including operational, financial, and legal responses, not just the communication part. Incorrect usage example:
- 这次工厂停产是一次巨大的危机公关。 (Incorrect: The factory shutdown was a huge crisis public relations.)
- 这次工厂停产是一次巨大的危机管理挑战。 (Correct: The factory shutdown was a huge crisis management challenge.)
- 公司正在努力进行危机公关，以减少工厂停产带来的负面影响。 (Correct: The company is actively engaged in crisis public relations to mitigate the negative impact of the factory shutdown.)
Tips
What is 危机公关?
危机公关 (wēijī gōngguān) literally means 'crisis public relations'. It refers to the strategic communication efforts an organization undertakes to manage and mitigate negative publicity or a crisis situation.
Break it down: 危机
The first part, 危机 (wēijī), means 'crisis'. It's composed of 危 (wēi), meaning 'danger', and 机 (jī), meaning 'opportunity'. So, a crisis can also present an opportunity for growth or change.
Break it down: 公关
The second part, 公关 (gōngguān), is a shortened form of 公共关系 (gōnggòng guānxì), which means 'public relations'. You'll often hear just 公关 in everyday conversation, similar to how we say 'PR' in English.
Example: Company Crisis
这家公司正在处理一场严重的危机公关。 (Zhè jiā gōngsī zhèngzài chǔlǐ yī chǎng yánzhòng de wēijī gōngguān.) This company is handling a serious crisis public relations issue.
Example: Good PR
他们的危机公关做得很好，成功挽回了公司形象。 (Tāmen de wēijī gōngguān zuò dé hěn hǎo, chénggōng wǎnhuí le gōngsī xíngxiàng.) Their crisis PR was done very well, successfully restoring the company's image.
Common verbs with 危机公关
You'll often hear verbs like 处理 (chǔlǐ - to handle/deal with), 应对 (yìngduì - to respond to/cope with), or 做好 (zuò hǎo - to do well) used with 危机公关. These verbs describe the action taken during a crisis.
Don't confuse with 'problem'
While related to problems, 危机公关 specifically refers to the public communication aspect of a crisis, not just the problem itself. A company might have a product problem, but 危机公关 is about how they talk about it publicly.
Importance in China
In China, effective 危机公关 is particularly crucial due to the rapid spread of information on social media platforms like WeChat and Weibo. A small issue can quickly become a major PR disaster if not managed carefully.
Related terms: 舆论 (yúlùn)
A related term is 舆论 (yúlùn), which means 'public opinion'. Good 危机公关 aims to manage and shape 舆论 during a crisis. Understanding 舆论 is key to effective crisis management.
Practice saying it
Practice saying 危机公关 (wēijī gōngguān) aloud. Pay attention to the tones. 危机 is first tone, first tone. 公关 is first tone, first tone. Getting the tones right will help your pronunciation.
Memorize It
Mnemonic
Imagine a 'crisis' (危机) as a 'wēi jī' (wee gee) and 'public relations' (公关) as 'gōng guān' (gong gwahn). So, a 'wee gee gong gwahn' is your 'crisis public relations' team swooping in to save the day!
Visual Association
Picture a frantic PR team (公关) in a chaotic, burning building (危机). They're wearing helmets and carrying fire extinguishers, trying to put out the flames of a public scandal. This vivid image connects the two parts of the phrase to the idea of managing a crisis.
Word Web
Challenge
Describe a hypothetical scenario where a company might need to use '危机公关' (wēijī gōngguān). For example, a restaurant has a food safety incident. What steps would their '危机公关' team take? Try to use the full phrase in your explanation. Example: 这家公司因为产品质量问题需要做危机公关。(Zhè jiā gōngsī yīnwèi chǎnpǐn zhìliàng wèntí xūyào zuò wēijī gōngguān.) - This company needs to do crisis public relations because of product quality issues.
Word Origin
危机 (wēijī) meaning 'crisis' and 公关 (gōngguān) meaning 'public relations'.
Original meaning: The combination of the two terms directly translates to 'crisis public relations'.
Sino-Tibetan, Sinitic, Chinese.Cultural Context
In Chinese business and politics, 危机公关 is a highly developed and frequently employed strategy. Due to the collectivist nature of Chinese society and the importance of 'face' (面子, miànzi), managing public perception during a crisis is paramount. Effective 危机公关 can mitigate negative impacts, restore trust, and sometimes even turn a crisis into an opportunity for positive publicity.
Practice in Real Life
Real-World Contexts
A company is facing a scandal and needs to manage its public image.
- 进行危机公关 (jìnxíng wēijī gōngguān) - to conduct crisis public relations
- 危机公关团队 (wēijī gōngguān tuánduì) - crisis public relations team
- 处理危机 (chǔlǐ wēijī) - to handle a crisis
A celebrity has been involved in a controversy and their reputation is at stake.
- 明星危机公关 (míngxīng wēijī gōngguān) - celebrity crisis public relations
- 挽回声誉 (wǎnhuí shēngyù) - to salvage one's reputation
- 发表声明 (fābiǎo shēngmíng) - to issue a statement
A government agency is dealing with a public health emergency.
- 政府危机公关 (zhèngfǔ wēijī gōngguān) - government crisis public relations
- 信息透明 (xìnxī tòumíng) - information transparency
- 安抚民心 (ānfǔ mínxīn) - to appease the public
A product recall has caused widespread concern among consumers.
- 产品危机公关 (chǎnpǐn wēijī gōngguān) - product crisis public relations
- 召回产品 (zhàohuí chǎnpǐn) - to recall products
- 消费者信心 (xiāofèi zhě xìnxīn) - consumer confidence
An individual made an inappropriate comment and is facing public backlash.
- 个人危机公关 (gèrén wēijī gōngguān) - personal crisis public relations
- 公开道歉 (gōngkāi bàoqiàn) - to publicly apologize
- 承担责任 (chéngdān zérèn) - to take responsibility
Conversation Starters
"你觉得现在哪些公司在危机公关方面做得好？(Nǐ juédé xiànzài nǎxiē gōngsī zài wēijī gōngguān fāngmiàn zuò dé hǎo?) - Which companies do you think are doing well in crisis public relations right now?"
"如果你的公司遇到危机，你会怎么做危机公关？(Rúguǒ nǐ de gōngsī yù dào wēijī, nǐ huì zěnme zuò wēijī gōngguān?) - If your company encounters a crisis, how would you handle the crisis public relations?"
"危机公关最重要的原则是什么？(Wēijī gōngguān zuì zhòngyào de yuánzé shì shénme?) - What are the most important principles of crisis public relations?"
"你认为社交媒体对危机公关有什么影响？(Nǐ rènwéi shèjiāo méitǐ duì wēijī gōngguān yǒu shénme yǐngxiǎng?) - What do you think is the impact of social media on crisis public relations?"
"有没有你觉得特别失败的危机公关案例？(Yǒu méiyǒu nǐ juédé tèbié shībài de wēijī gōngguān ànlì?) - Are there any particularly failed crisis public relations cases you can think of?"
Journal Prompts
描述一个你所知道的危机公关事件，并分析其成功或失败的原因。(Miáoshù yīgè nǐ suǒ zhīdào de wēijī gōngguān shìjiàn, bìng fēnxī qí chénggōng huò shībài de yuányīn.) - Describe a crisis public relations event you know, and analyze the reasons for its success or failure.
如果你是某个公众人物的危机公关顾问，当他/她遇到丑闻时，你会给他/她什么建议？(Rúguǒ nǐ shì mǒu gè gōngzhòng rénwù de wēijī gōngguān gùwèn, dāng tā/tā yù dào chǒuwén shí, nǐ huì gěi tā/tā shénme jiànyì?) - If you were a crisis public relations consultant for a public figure, what advice would you give them when they encounter a scandal?
探讨在数字时代，危机公关面临的挑战和机遇。(Tàntǎo zài shùzì shídài, wēijī gōngguān miànlín de tiǎozhàn hé jīyù.) - Discuss the challenges and opportunities facing crisis public relations in the digital age.
你认为企业在危机公关中应该优先考虑什么？是维护品牌形象还是承担社会责任？(Nǐ rènwéi qǐyè zài wēijī gōngguān zhōng yīnggāi yōuxiān kǎolǜ shénme? Shì wéihù pǐnpái xíngxiàng háishì chéngdān shèhuì zérèn?) - What do you think companies should prioritize in crisis public relations? Is it maintaining brand image or taking social responsibility?
想象一下，如果你是危机公关团队的一员，你将如何与媒体沟通？(Xiǎngxiàng yīxià, rúguǒ nǐ shì wēijī gōngguān tuánduì de yī yuán, nǐ jiāng rúhé yǔ méitǐ gōutōng?) - Imagine if you were a member of a crisis public relations team, how would you communicate with the media?
Frequently Asked Questions
10 questions危机公关 (wēijī gōngguān) literally translates to 'crisis public relations.' It refers to the strategic communication and management efforts an organization undertakes when facing a negative event or situation that could damage its reputation. Think of it as a damage control operation for a company's image.
Regular public relations focuses on building and maintaining a positive image proactively. 危机公关, on the other hand, is reactive. It kicks in when there's an actual crisis, aiming to mitigate its impact, restore public trust, and manage negative perceptions. It's about responding to a problem rather than preventing one, though good regular PR can help reduce the chances of a crisis becoming severe.
Certainly. Imagine a food company finds a harmful ingredient in one of its products, leading to a recall. This is a classic crisis. The company would immediately implement 危机公关 to apologize, explain the situation, assure customers of their safety, and outline steps they're taking to prevent it from happening again. Another example could be a celebrity caught in a scandal – their team would use 危机公关 to manage the public fallout.
Yes, it's inherently about managing negative situations. While the ultimate goal is to turn a negative into a neutral or even a positive outcome (by showing transparency and responsibility), the trigger for 危机公关 is always a detrimental event or perception.
Good 危机公关 typically involves several key elements: swift response (acting quickly), transparency (being open and honest), empathy (showing understanding for those affected), accountability (taking responsibility), and a clear action plan (what steps will be taken to resolve the issue). A company needs to be seen as taking the situation seriously and actively working to fix it.
There isn't a direct opposite in terms of a single phrase. However, you could say that general, proactive 'public relations' (公关, gōngguān) or 'brand building' (品牌建设, pǐnpái jiànshè) are the counterparts. These activities aim to establish a positive image before a crisis occurs, whereas 危机公关 deals with the fallout.
Media is incredibly important. In a crisis, the media acts as a primary channel for information dissemination. Effective 危机公关 involves carefully managing communication with journalists, providing accurate information, and often holding press conferences to address the public. Mismanaging media can severely worsen a crisis.
No, not at all. While big companies often have dedicated departments or hire specialized firms for 危机公关, any entity – a small business, a non-profit, or even an individual – can face a crisis that requires strategic communication. The principles apply universally, even if the scale of implementation differs.
If a company handles 危机公关 poorly, the consequences can be severe. This can lead to a loss of public trust, damage to reputation, decreased sales, legal issues, and even the collapse of the organization. In today's interconnected world, news spreads fast, so a botched crisis response can have long-lasting negative effects.
Yes, many. For good examples, some companies have handled product safety recalls with transparency and swift action, regaining consumer trust. For bad examples, you might recall instances where companies denied responsibility, blamed others, or were slow to respond to major incidents, leading to significant public backlash and lasting damage to their brand image.
Test Yourself 138 questions
公司出现问题时，需要做 _______。
When a company has problems, it needs to do 'crisis public relations'.
以下哪项是“危机公关”的工作？
'Crisis public relations' involves managing the company's reputation.
当公司有负面新闻时，应该立即启动 _______ 计划。
When a company has negative news, it should immediately start a 'crisis public relations' plan.
“危机公关”是处理公司好消息的工作。
No, 'crisis public relations' is about handling bad news or problems for a company.
公司遇到麻烦时，不需要做“危机公关”。
No, when a company encounters trouble, it definitely needs to do 'crisis public relations'.
“危机公关”可以帮助公司恢复声誉。
Yes, 'crisis public relations' can help a company restore its reputation.
Write a short sentence about what someone might do when they have a problem. Use simple words.
Well written! Good try! Check the sample answer below.
Sample answer
我有问题，我需要解决。
Imagine a friend has a small trouble. What would you say to help them? Write a short sentence.
Well written! Good try! Check the sample answer below.
Sample answer
我可以帮助你。
Write a sentence saying that a company has a big problem.
Well written! Good try! Check the sample answer below.
Sample answer
这个公司有一个大问题。
小明有什么问题？
Read this passage:
小明有一只猫。猫不见了。小明很难过。他去问妈妈。
小明有什么问题？
小明的猫不见了，所以这是他的问题。
小明的猫不见了，所以这是他的问题。
我的朋友喜欢什么？
Read this passage:
我喜欢吃苹果。我的朋友不喜欢苹果。他喜欢香蕉。
我的朋友喜欢什么？
文中说“他喜欢香蕉”。
文中说“他喜欢香蕉”。
今天天气怎么样？
Read this passage:
今天天气很好。我们去公园玩。公园里有很多人。
今天天气怎么样？
文中第一句说“今天天气很好”。
文中第一句说“今天天气很好”。
This sentence means 'He is doing crisis public relations.' The correct order is subject (他) + verb (在做) + object (危机公关).
This sentence means 'The company needs crisis public relations.' The correct order is subject (公司) + verb (需要) + object (危机公关).
This sentence means 'This is crisis public relations.' The correct order is subject (这) + verb (是) + object (危机公关).
公司正在处理一场___。
The company is dealing with a crisis. '危机公关' (wēijī gōngguān) means 'crisis public relations', which fits the context.
这次事件需要专业的___团队来解决。
The incident requires a professional team to resolve it. '危机公关' (wēijī gōngguān) refers to a crisis public relations team.
面对媒体的质疑，他们启动了___。
Facing media doubts, they initiated crisis public relations. '危机公关' (wēijī gōngguān) is the appropriate action in such a situation.
成功的___可以帮助公司挽回声誉。
Successful crisis public relations can help a company restore its reputation. '危机公关' (wēijī gōngguān) is key for reputation management during a crisis.
公司发布了声明，这是___的一部分。
The company issued a statement, which is part of crisis public relations. '危机公关' (wēijī gōngguān) often involves communicating with the public.
他负责处理公司的___。
He is responsible for handling the company's crisis public relations. '危机公关' (wēijī gōngguān) is a specific area of responsibility.
公司出现问题时，需要做_____。
When a company has problems, it needs to do crisis public relations. The other options are unrelated activities.
发生负面新闻后，这家公司启动了_____计划。
After negative news, the company started a crisis public relations plan. The other options don't fit the context of negative news for a company.
处理媒体关系是_____工作的一部分。
Handling media relations is part of crisis public relations work. The other options are not related to managing a company's image.
公司遇到大麻烦时，才需要做危机公关。
Crisis public relations is typically needed when a company faces significant problems or negative situations.
危机公关的主要目的是让公司看起来更差。
The main goal of crisis public relations is to mitigate negative impact and maintain or restore a positive image for the company, not to make it look worse.
只有大公司才需要危机公关，小公司不需要。
Any company, regardless of size, can face a crisis and may benefit from crisis public relations to manage its reputation.
The company is dealing with a crisis.
We need a better plan for crisis management.
He is in charge of the company's crisis response.
Read this aloud:
这次危机公关做得很好。
Focus: wēi jī gōng guān
You said:
Speech recognition is not supported in your browser. Try Chrome or Edge.
Read this aloud:
我们应该学习危机公关的知识。
Focus: xué xí wēi jī gōng guān
You said:
Speech recognition is not supported in your browser. Try Chrome or Edge.
Read this aloud:
一个好的危机公关可以帮助公司。
Focus: hǎo de wēi jī gōng guān
You said:
Speech recognition is not supported in your browser. Try Chrome or Edge.
Imagine your company made a mistake. How would you start to manage the public's reaction? Write a short sentence in Chinese.
Well written! Good try! Check the sample answer below.
Sample answer
我们需要做危机公关。
Describe a simple situation where 'crisis public relations' might be needed for a small business. Use a short Chinese sentence.
Well written! Good try! Check the sample answer below.
Sample answer
公司有问题，需要危机公关。
Write a short Chinese sentence advising someone to handle a small public relations issue carefully.
Well written! Good try! Check the sample answer below.
Sample answer
要好好处理危机公关。
这家饭店为什么需要危机公关？
Read this passage:
一家小饭店的食物出了问题。很多客人生气了。现在饭店需要马上做危机公关。
这家饭店为什么需要危机公关？
文章中说饭店的食物出了问题，所以需要危机公关。
文章中说饭店的食物出了问题，所以需要危机公关。
这个人为什么需要危机公关？
Read this passage:
一个有名的人说错了话。很多人不喜欢他。他的团队正在做危机公关，希望大家能原谅他。
这个人为什么需要危机公关？
文章中提到他说了错的话，导致很多人不喜欢他，因此需要危机公关。
文章中提到他说了错的话，导致很多人不喜欢他，因此需要危机公关。
学校的危机公关是为了什么？
Read this passage:
学校举办了一个活动，但是天气不好，很多学生不能来。学校的老师们正在讨论如何进行危机公关，让学生们理解。
学校的危机公关是为了什么？
文章中说学校的老师们正在讨论如何进行危机公关，让学生们理解。
文章中说学校的老师们正在讨论如何进行危机公关，让学生们理解。
This sentence means 'The company needs crisis public relations.'
This sentence means 'They did a good job with crisis public relations.'
This sentence means 'Crisis public relations is a problem.'
公司需要专业的___团队来处理这次的负面新闻。
The sentence talks about handling negative news, which is the role of crisis public relations.
成功的___可以帮助企业度过难关。
Dealing with difficulties for a company points to crisis public relations.
面对突然爆发的危机，及时启动___非常重要。
When a crisis suddenly happens, it's important to start crisis public relations.
媒体对公司造成了负面影响，我们需要加强___。
Negative media impact requires strengthening crisis public relations.
专业的___顾问可以提供宝贵的建议。
The context of 'valuable advice' in a crisis situation points to crisis public relations consultants.
处理公众信任危机，是___的关键任务。
Managing a public trust crisis is a key task of crisis public relations.
公司发生丑闻后，急需启动___。
When a company faces a scandal, they need to manage public perception, which is 'crisis public relations'.
下列哪项是有效的危机公关策略？
Good crisis public relations involves timely responses and taking responsibility.
处理负面新闻需要专业的___团队。
Dealing with negative news falls under the responsibility of a crisis public relations team.
公司应该等到危机爆发后才制定危机公关计划。
It's best to have a crisis public relations plan in place before a crisis occurs.
危机公关的主要目标是恢复公众信任。
A key objective of crisis public relations is indeed to restore public trust.
在危机中，诚实沟通不如快速反应重要。
Honest communication is very important in a crisis; it's often more crucial than just a quick, but potentially misleading, response.
The company is dealing with a crisis public relations situation.
Crisis public relations is very important, you need to react quickly.
He is in charge of the company's crisis public relations.
Read this aloud:
这次的危机公关做得很好。
Focus: 这次 (zhè cì)
You said:
Speech recognition is not supported in your browser. Try Chrome or Edge.
Read this aloud:
我们需要一个危机公关团队。
Focus: 团队 (tuán duì)
You said:
Speech recognition is not supported in your browser. Try Chrome or Edge.
Read this aloud:
危机公关是公司形象的保护者。
Focus: 保护者 (bǎo hù zhě)
You said:
Speech recognition is not supported in your browser. Try Chrome or Edge.
Imagine a small coffee shop just opened, and a customer found a hair in their drink. How should the owner handle this '危机公关' (wēijīgōngguān - crisis public relations)? Write 2-3 sentences.
Well written! Good try! Check the sample answer below.
Sample answer
咖啡店老板应该立即向顾客道歉，并免费提供新饮品或退款。通过快速和真诚的行动，可以挽回顾客的信任，避免负面影响。(The coffee shop owner should immediately apologize to the customer and offer a free new drink or a refund. By acting quickly and genuinely, they can regain the customer's trust and avoid negative impact.)
Your company made a mistake in a product description online. What are two steps you would take for '危机公关' (wēijīgōngguān - crisis public relations)?
Well written! Good try! Check the sample answer below.
Sample answer
首先，我们会立即更正产品描述中的错误，并发布一个官方声明。其次，我们会主动联系受影响的客户，解释情况并提供解决方案。(First, we would immediately correct the error in the product description and issue an official statement. Second, we would proactively contact affected customers to explain the situation and offer solutions.)
Describe a common situation where '危机公关' (wēijīgōngguān - crisis public relations) is needed for a public figure (e.g., an actor, a politician). Write 2-3 sentences.
Well written! Good try! Check the sample answer below.
Sample answer
当一位明星被曝出负面新闻时，他们的团队需要进行危机公关。他们会发布声明澄清事实，或者真诚道歉，以保护明星的公众声誉。(When a celebrity is exposed to negative news, their team needs to carry out crisis public relations. They will issue a statement to clarify the facts or sincerely apologize to protect the celebrity's public reputation.)
这家公司面临的问题是什么？ (What problem did this company face?)
Read this passage:
一家食品公司生产的零食被发现有质量问题。媒体开始报道这件事，消费者也感到非常不满。为了应对这场危机，公司迅速采取了行动，发布了道歉声明，并宣布召回所有问题产品。通过这些“危机公关”措施，公司希望能够挽回消费者对品牌的信任。
这家公司面临的问题是什么？ (What problem did this company face?)
文章明确提到“一家食品公司生产的零食被发现有质量问题”。 (The passage clearly states that 'a snack produced by a food company was found to have quality issues.')
文章明确提到“一家食品公司生产的零食被发现有质量问题”。 (The passage clearly states that 'a snack produced by a food company was found to have quality issues.')
管理方为什么召开新闻发布会？ (Why did the management hold a press conference?)
Read this passage:
一个热门旅游景点因为一起意外事件而暂时关闭，这引起了游客们的广泛关注和担忧。管理方立即召开新闻发布会，向公众解释了事件的原因，并承诺会尽快重新开放。这种快速透明的沟通是有效的“危机公关”的一部分，旨在减少负面影响。
管理方为什么召开新闻发布会？ (Why did the management hold a press conference?)
文章中提到管理方召开新闻发布会是“向公众解释了事件的原因”。 (The passage mentions that the management held a press conference to 'explain the cause of the incident to the public.')
文章中提到管理方召开新闻发布会是“向公众解释了事件的原因”。 (The passage mentions that the management held a press conference to 'explain the cause of the incident to the public.')
运动员的经纪团队采取“危机公关”的目的是什么？ (What was the purpose of the athlete's management team taking 'crisis public relations' action?)
Read this passage:
一名知名运动员在社交媒体上发表了不当言论，引发了公众的强烈批评。他的经纪团队迅速启动了“危机公关”，要求运动员公开道歉，并参加公益活动以改善形象。这些行动的目的是修复运动员的声誉，并平息公众的怒火。
运动员的经纪团队采取“危机公关”的目的是什么？ (What was the purpose of the athlete's management team taking 'crisis public relations' action?)
文章明确指出“这些行动的目的是修复运动员的声誉”。 (The passage clearly states that 'the purpose of these actions is to repair the athlete's reputation.')
文章明确指出“这些行动的目的是修复运动员的声誉”。 (The passage clearly states that 'the purpose of these actions is to repair the athlete's reputation.')
The correct order is 'Company needs immediately crisis public relations'.
The correct order is 'Crisis public relations handled well is very important'.
The correct order is 'This crisis public relations team is responsible for the incident'.
公司在面对负面新闻时，需要迅速启动___。
这句话的意思是“When a company faces negative news, it needs to quickly initiate ___.”。根据句意，公司在面对负面新闻时需要处理负面影响，因此“危机公关”是正确的选择。
这次事件对企业形象造成了严重损害，急需专业的___团队介入。
这句话的意思是“This incident has caused serious damage to the company's image, and a professional ___ team is urgently needed to intervene.”。当企业形象受损时，需要专业的团队来处理和恢复，因此“危机公关”是正确的。
有效的___能够帮助企业在危机中转危为机。
这句话的意思是“Effective ___ can help companies turn danger into opportunity in a crisis.”。只有“危机公关”能帮助企业在危机中化解风险，寻找机会。
处理媒体询问是___工作的重要组成部分。
这句话的意思是“Handling media inquiries is an important part of ___ work.”。在危机中，媒体的关注度会增加，处理媒体询问是危机公关的核心工作之一。
公司必须制定一套完整的___预案，以应对突发状况。
这句话的意思是“The company must develop a complete ___ plan to deal with emergencies.”。为了应对突发状况，公司需要提前准备好处理危机的预案，即“危机公关”预案。
这次食品安全问题，对该品牌的___提出了严峻挑战。
这句话的意思是“This food safety issue poses a severe challenge to the brand's ___.”。食品安全问题会导致品牌形象受损，需要通过“危机公关”来应对挑战。
Imagine a famous company made a big mistake. Describe how their '危机公关' (wēijī gōngguān - crisis public relations) team might handle it. What steps would they take to fix their image?
Well written! Good try! Check the sample answer below.
Sample answer
一家大公司在产品上犯了一个严重的错误。他们的危机公关团队会立即发布正式道歉声明，承认错误并承诺改进。他们会与媒体沟通，解释情况并回答问题，努力恢复公众的信任。为了展示诚意，他们可能还会采取一些补偿措施。
Your favorite restaurant just received a lot of negative reviews online because of a food safety issue. As a member of their '危机公关' (wēijī gōngguān - crisis public relations) team, write a short message to their customers.
Well written! Good try! Check the sample answer below.
Sample answer
亲爱的顾客，我们得知最近关于食品安全问题的反馈，对此我们深表歉意。我们已经立即展开调查，并会采取一切必要措施确保食品安全。我们承诺会改进，感谢您的理解和支持。
Think about a time you or someone you know had to deal with a difficult situation and manage their reputation. How does this relate to the idea of '危机公关' (wēijī gōngguān - crisis public relations)?
Well written! Good try! Check the sample answer below.
Sample answer
我曾经看到一个朋友因为误解在社交媒体上受到指责。她没有逃避，而是积极地解释了情况，并向受影响的人道歉。这个过程很像危机公关，她有效地管理了自己的声誉，避免了更大的负面影响。
根据文章，这家科技公司的'危机公关'团队做了什么？
Read this passage:
一家科技公司发布了一款新产品，但很快被发现存在严重的隐私漏洞。公众对此表示强烈不满，社交媒体上充满了负面评论。公司的首席执行官立即召开了新闻发布会，向公众道歉，并宣布将召回所有受影响的产品，同时承诺会加强数据安全措施。公司的危机公关团队在幕后付出了巨大的努力来处理这次事件。
根据文章，这家科技公司的'危机公关'团队做了什么？
文章提到“公司的首席执行官立即召开了新闻发布会，向公众道歉，并宣布将召回所有受影响的产品，同时承诺会加强数据安全措施。公司的危机公关团队在幕后付出了巨大的努力来处理这次事件。”这表明召开新闻发布会是危机公关的一部分。
文章提到“公司的首席执行官立即召开了新闻发布会，向公众道歉，并宣布将召回所有受影响的产品，同时承诺会加强数据安全措施。公司的危机公关团队在幕后付出了巨大的努力来处理这次事件。”这表明召开新闻发布会是危机公关的一部分。
航空公司采取了哪些'危机公关'措施？
Read this passage:
某航空公司因航班延误问题面临乘客的广泛批评。为了应对这次危机，航空公司不仅向所有受影响的乘客提供了赔偿，还通过官方微博和媒体发布了详细的延误原因和解决方案。他们的危机公关策略旨在透明化信息，重建乘客对公司的信任。
航空公司采取了哪些'危机公关'措施？
文章明确指出“航空公司不仅向所有受影响的乘客提供了赔偿，还通过官方微博和媒体发布了详细的延误原因和解决方案。”这说明他们采取了多方面的危机公关措施。
文章明确指出“航空公司不仅向所有受影响的乘客提供了赔偿，还通过官方微博和媒体发布了详细的延误原因和解决方案。”这说明他们采取了多方面的危机公关措施。
这家食品企业'危机公关'部门的主要目标是什么？
Read this passage:
当一家食品企业被曝出使用过期原料时，其'危机公关'部门迅速行动。他们立即停止生产，召回所有相关产品，并邀请第三方机构进行独立调查。同时，企业负责人多次公开道歉，并承诺对内部管理进行彻底改革。他们的目标是最大限度地减少负面影响，挽回消费者信心。
这家食品企业'危机公关'部门的主要目标是什么？
文章最后一句清楚地说明了：“他们的目标是最大限度地减少负面影响，挽回消费者信心。”
文章最后一句清楚地说明了：“他们的目标是最大限度地减少负面影响，挽回消费者信心。”
The company is facing serious crisis public relations challenges.
Handling crisis public relations requires a professional team.
This incident is a test for the company's crisis public relations.
Read this aloud:
危机公关在现代企业运营中至关重要。
Focus: 至关重要 (zhì guān zhòng yào)
You said:
Speech recognition is not supported in your browser. Try Chrome or Edge.
Read this aloud:
有效的危机公关可以挽回公司的声誉。
Focus: 挽回声誉 (wǎnhuí shēngyù)
You said:
Speech recognition is not supported in your browser. Try Chrome or Edge.
Read this aloud:
你认为什么样的公司需要危机公关？
Focus: 什么样的公司 (shénmeyàng de gōngsī)
You said:
Speech recognition is not supported in your browser. Try Chrome or Edge.
Imagine a major company faces a public scandal. What steps should they take for effective crisis public relations?
Well written! Good try! Check the sample answer below.
Sample answer
当一家大公司面临公共丑闻时，首先应该立即发布真诚的道歉声明。其次，公司需要保持高度透明，及时公布事件真相和调查进展。接着，要与媒体和公众保持开放的沟通渠道，回答所有疑问。最重要的是，公司必须采取实际行动来纠正错误，并确保类似事件不再发生。所有这些都是危机公关的关键步骤。
Describe a real or hypothetical situation where poor crisis public relations led to significant damage for an organization.
Well written! Good try! Check the sample answer below.
Sample answer
几年前，一家食品公司被曝出产品质量问题，但他们选择隐瞒事实，并推卸责任给供应商。这种糟糕的危机公关策略导致消费者对公司彻底失去信任，产品销量直线下降，公司遭受了巨大的经济损失和品牌声誉的严重损害。这次事件成为了反面教材，说明了危机公关处理不当的严重后果。
You are a crisis public relations consultant. Draft a short, initial public statement for a client whose product has been recalled due to a safety issue.
Well written! Good try! Check the sample answer below.
Sample answer
致尊敬的顾客：我们非常抱歉地通知您，由于发现个别批次产品存在潜在安全隐患，本公司已决定对该产品进行召回。您的安全是我们的首要关注。我们对由此给您带来的不便深表歉意，并将承担所有责任。请您立即停止使用涉事产品，并联系我们的客服团队进行退换货处理。我们正在彻查此事，并将采取一切必要措施确保产品质量和安全。
根据这段文字，这家饮料品牌在危机公关方面的主要失误是什么？
Read this passage:
一家知名饮料品牌被指控在生产过程中使用不合格原料。起初，公司对此事保持沉默，并未及时回应公众的质疑。随着媒体报道的增多和消费者投诉的升级，公司的声誉受到了严重打击。最终，公司不得不召开新闻发布会，承认错误并道歉，但为时已晚，市场份额大幅下降。
根据这段文字，这家饮料品牌在危机公关方面的主要失误是什么？
文章明确指出公司“对此事保持沉默，并未及时回应公众的质疑”，这是导致声誉受损的关键。
文章明确指出公司“对此事保持沉默，并未及时回应公众的质疑”，这是导致声誉受损的关键。
这段文字主要强调了有效危机公关的哪些要素？
Read this passage:
有效的危机公关不仅要求企业快速反应，更强调透明度和真诚的态度。在危机发生后，企业应主动向公众披露信息，而非被动等待被曝光。同时，通过多渠道与利益相关者沟通，争取理解和支持。最重要的是，要展现出解决问题的决心和实际行动，才能重建信任。
这段文字主要强调了有效危机公关的哪些要素？
文章多次提及“快速反应”、“透明度”、“真诚的态度”、“主动披露信息”等关键词。
文章多次提及“快速反应”、“透明度”、“真诚的态度”、“主动披露信息”等关键词。
在全球化背景下，企业在危机公关方面需要特别注意什么？
Read this passage:
在全球化背景下，企业的危机公关挑战日益复杂。一个地方性的事件可能通过社交媒体迅速演变为全球性危机。因此，企业需要建立一套完善的全球危机公关体系，包括跨文化沟通策略、多语言新闻发布以及对不同地区法律法规的了解。预先的危机预案和定期的模拟演练也至关重要。
在全球化背景下，企业在危机公关方面需要特别注意什么？
文章明确指出“企业需要建立一套完善的全球危机公关体系”和“预先的危机预案和定期的模拟演练也至关重要”。
文章明确指出“企业需要建立一套完善的全球危机公关体系”和“预先的危机预案和定期的模拟演练也至关重要”。
The correct order arranges the phrase '事件后的公司' (the company after the incident) followed by the action '启动了危机公关' (launched crisis public relations).
The sentence begins with '如何成功危机公关' (how to successfully handle crisis public relations), then states '是这次的关键' (is the key to this time).
The order should be '专业的危机公关团队' (professional crisis public relations team) followed by '具备应对能力' (possesses response capability).
公司在产品出现质量问题后，立即启动了___，以挽回消费者信心。
句子描述了公司在产品质量问题后采取的挽回消费者信心的措施，这正是危机公关的职能。
面对负面新闻的冲击，企业需要迅速制定有效的___策略，避免品牌形象受损。
在负面新闻冲击下，企业需要通过危机公关来保护品牌形象。
成功的___案例往往能在短时间内扭转舆论，化解企业面临的信任危机。
能够扭转舆论并化解信任危机的，正是危机公关的成功之处。
这家航空公司在航班延误事件中，其___表现受到了广泛批评。
在航班延误这种突发事件中，航空公司处理负面影响的表现就是其危机公关的表现。
专业团队的介入对于处理突发事件中的___至关重要。
突发事件需要专业的危机公关团队来处理，以减少负面影响。
在社交媒体时代，企业需要更加重视___，因为信息传播速度极快。
社交媒体加速了信息传播，使得危机公关在应对负面事件时变得更为重要。
一家公司在发布有争议的广告后，最需要采取什么措施来挽回声誉？
当公司声誉受损时，危机公关是管理和修复声誉的关键策略。
如果一家餐厅被爆出食品安全问题，其危机公关团队应该优先做什么？
在危机公关中，及时、真诚地承认错误并展示解决方案，有助于重建信任。
以下哪项不属于危机公关的常见目标？
危机公关的主要目的是管理和修复声誉，虽然间接可能影响销量，但这不是其核心目标。
成功的危机公关可以在一夜之间完全消除负面新闻的影响。
危机公关是一个复杂且需要持续努力的过程，通常不可能在一夜之间完全消除负面新闻的影响，但可以有效管理和减轻。
企业进行危机公关时，应避免与媒体进行任何沟通。
与媒体进行开放、透明的沟通是危机公关的重要组成部分，有助于传播正确信息和控制叙事。
危机公关不仅包括外部沟通，也包括内部员工的沟通和安抚。
有效的危机公关策略需要兼顾内部员工和外部公众，确保信息一致性并维持员工士气。
企业危机公关
丑闻与公司声誉
危机公关的深层含义
Read this aloud:
你能描述一个企业成功处理危机公关的案例吗？
Focus: 企业 成功 危机 公关 案例
You said:
Speech recognition is not supported in your browser. Try Chrome or Edge.
Read this aloud:
在你看来，现代社会中危机公关面临的最大挑战是什么？
Focus: 现代社会 危机公关 最大挑战
You said:
Speech recognition is not supported in your browser. Try Chrome or Edge.
Read this aloud:
如果一家公司在社交媒体上遇到公关危机，你会建议他们如何应对？
Focus: 社交媒体 公关危机 如何应对
You said:
Speech recognition is not supported in your browser. Try Chrome or Edge.
Imagine a major company is facing a public relations crisis due to a product recall. As their PR manager, outline the first three steps you would take to manage the crisis and mitigate negative impact. Use '危机公关' at least once.
Well written! Good try! Check the sample answer below.
Sample answer
面对产品召回的危机公关，我的首要步骤是立即发布一份诚恳的公开声明，承认问题并向公众道歉。其次，我会组织内部团队迅速调查事件原因，确保信息透明。最后，我们将提出具体的解决方案和补偿措施，以重建消费者信任。
Discuss the importance of proactive crisis public relations in the digital age. How can companies prepare for potential crises before they happen? Incorporate '危机公关' into your answer.
Well written! Good try! Check the sample answer below.
Sample answer
在数字时代，积极主动的危机公关至关重要。公司应通过建立强大的社交媒体监测系统来预测潜在风险，及时发现并应对负面舆情。预先制定详细的危机公关预案，包括发言人培训和沟通策略，能够有效减少突发事件的冲击。
Describe a scenario where a company successfully navigated a crisis using effective crisis public relations. What were the key elements of their strategy? Be specific and use '危机公关' in your description.
Well written! Good try! Check the sample answer below.
Sample answer
某食品公司曾因产品质量问题面临严重的危机公关。他们迅速采取行动，召回所有受影响产品，并通过各种渠道真诚道歉。公司高层亲自出面，承诺彻查并改进生产流程，定期公布调查进展，最终成功重建了消费者信任。这种开放透明的沟通是其危机公关成功的关键。
根据这段文字，这家科技公司面临的主要问题是什么？
Read this passage:
一家知名科技公司最近因数据泄露事件而陷入舆论漩涡。尽管公司迅速发表了道歉声明，并承诺加强数据安全措施，但消费者对他们的信任度仍然受到了严重打击。专家指出，这次危机公关的关键在于能否有效挽回用户信心。
根据这段文字，这家科技公司面临的主要问题是什么？
文章明确指出公司因数据泄露陷入舆论漩涡，并且消费者信任度受到了严重打击。
文章明确指出公司因数据泄露陷入舆论漩涡，并且消费者信任度受到了严重打击。
文章认为，除了发布声明，有效的危机公关还需要什么？
Read this passage:
面对突如其来的负面新闻，有效的危机公关不仅仅是发布声明。它更需要企业展现出解决问题的决心和对受影响方的同理心。例如，及时召回有问题的产品并提供合理的赔偿，往往比单纯的文字道歉更能平息众怒。
文章认为，除了发布声明，有效的危机公关还需要什么？
文章明确提到“它更需要企业展现出解决问题的决心和对受影响方的同理心”。
文章明确提到“它更需要企业展现出解决问题的决心和对受影响方的同理心”。
根据这段文字，社交媒体在危机公关中有什么特点？
Read this passage:
近年来，社交媒体在危机公关中扮演着越来越重要的角色。一个不慎的言论或一个未经证实的谣言，都可能在短时间内迅速发酵，给企业带来巨大的声誉损失。因此，企业需要建立健全的社交媒体监测机制，并制定快速响应策略。
根据这段文字，社交媒体在危机公关中有什么特点？
文章提到“一个不慎的言论或一个未经证实的谣言，都可能在短时间内迅速发酵，给企业带来巨大的声誉损失”。
文章提到“一个不慎的言论或一个未经证实的谣言，都可能在短时间内迅速发酵，给企业带来巨大的声誉损失”。
This sentence means 'The company needs professional crisis public relations to handle this situation.' The correct order emphasizes the company's need for specialized PR.
This sentence translates to 'How a company handles crisis public relations is the key to success.' The structure highlights the importance of the approach.
This sentence means 'Crisis public relations requires an effective public relations team.' It emphasizes the necessity of a capable team.
/ 138 correct
Perfect score!
Summary
Crisis public relations is crucial for managing an organization's reputation and public image during challenging times.
- 应对危机时的公共关系
- 公司在困难时期维护形象的策略
- 处理负面新闻和公众看法的专业技能
What is 危机公关?
危机公关 (wēijī gōngguān) literally means 'crisis public relations'. It refers to the strategic communication efforts an organization undertakes to manage and mitigate negative publicity or a crisis situation.
Break it down: 危机
The first part, 危机 (wēijī), means 'crisis'. It's composed of 危 (wēi), meaning 'danger', and 机 (jī), meaning 'opportunity'. So, a crisis can also present an opportunity for growth or change.
Break it down: 公关
The second part, 公关 (gōngguān), is a shortened form of 公共关系 (gōnggòng guānxì), which means 'public relations'. You'll often hear just 公关 in everyday conversation, similar to how we say 'PR' in English.
Example: Company Crisis
这家公司正在处理一场严重的危机公关。 (Zhè jiā gōngsī zhèngzài chǔlǐ yī chǎng yánzhòng de wēijī gōngguān.) This company is handling a serious crisis public relations issue.
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本事
A2Skill; ability; capability.
相应地
B1Correspondingly.
账号
A2account (e.g., bank, online)
客户经理
A2account manager
账户
B1A record of financial transactions for an individual or business, usually at a bank; or a user profile for a digital service.
会计
A2accounting, accountant
收购
B1To purchase; to acquire (a company).
商业活动
A2Business activity.
广告费
A2Advertising expenses.
调整
B1To change something slightly in order to make it more correct, effective, or suitable.
