危機情境與危機溝通策略之研究--以新浪網台灣分公司兩次危機為例

Abstract

危機管理重要性日益遽增，而危機溝通策略又明顯影響企業在危機期間的形象。良好危機溝通策略減緩企業與時間競賽的壓力﹔不良的危機處理模式加速危機事件的燃燒。本研究採個案研究法，希望瞭解在不同之危機情境及影響因素下，是否影響組織採用不同的危機溝通策略，以及影響最後的溝通成效。資料蒐集方法則分別以參與觀察法瞭解：1.組織希冀危機溝通策略預達成之目標﹔2.危機過程中，媒體人員對於組織之評價。其次使用二手資料蒐集法瞭解：3.企業實際使用危機溝通策略的之文本，進而整合並評估危機溝通策略的實際效能。 本研究所得之結論發現，相較於情境分類的影響，組織應負責任的大小更能成為危機溝通策略的選擇依據。而危機消息來源的可信度、媒體對組織的態度也會影響危機溝通策略的選擇。除此之外，危機溝通策略的分類，也可能因為文化上的使用語法不盡相同，而有分類上的遺漏或者分歧。整體而言，危機溝通策略值得後續研究者針對危機溝通策略的分類及完整性上，作更適合本土民情的發展與運用研究。

Crisis communication strategies influence business image in the course of crisis as the growth of unpredictable environment recently. The good strategy reduces the stress of reactions. In contrariwise, the bad strategy enhances burning of crisis. The research method of this study adopts case study to analyze the crisis strategies application under the different situations and factors, via two crisis cases of the Taiwan branch, SINA.com. Data collected via methods of participant observation and secondary analysis. Research aspects include：1. the goal of the organization is to achieve through communication strategies.2. the evaluations of crisis management by the press.3. strategies used and their effect through secondary data. The study reached the following conclusions：1.the responsibility of the organization more relative to strategies chosen than crisis situations. 2. the reliability of crisis disseminator and the attitude of the press could influence strategies chosen by the organization.3, crisis communication strategies might be modified cause the differences of culture or language usage. To sum up, crisis communication strategy needs researchers to input more solid results of PR applications and precision classification in the future.