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进入21世纪后,世界各国公共危机事件频发,我国也同样处于公共危机事件的多发时期。2003年的“非典”公共卫生事件、2008年南方遭遇的百年难见的雪灾、2010年西南特大旱灾、2016年三星爆炸门,等等,公共突发事件屡见不鲜。本文主要在回顾三鹿奶粉事件的基础上,以公共危机和公共形象的概念为出发点,探讨如何在公共危机中有效地塑造领导者的公共形象,塑造一个被公众理解和支持的公共形象。
Since the 21st century, public crises in various countries in the world have been frequent, and our country is also in a period of frequent public crises. The “SARS” public health incident in 2003, the rare snowstorm in southern China in 2008, the severe drought in southwest China in 2010, the Samsung explosion in 2016, and so on. Public emergencies are not uncommon. Based on the review of Sanlu milk powder incident, this article starts from the concept of public crisis and public image, and explores how to effectively shape the leader’s public image in the public crisis and create a public image that is understood and supported by the public.