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形象危机应对研究报告(2013~2014)

书 名: 形象危机应对研究报告(2013~2014)
英 文 名: THE RESEARCH REPORT ON IMAGE CRISIS RESPONSE (2013-2014)
作 者: 唐钧
I S B N: 978-7-5097-5969-1
丛 书 名: 形象危机应对蓝皮书
关 键 词:  国家行政机关 行政管理 研究报告 中国 2013~2014
出版日期: 2014-06-01

中文摘要

形象危机的风险因素繁多、涉及领域繁杂,风险要素与时俱进,风险项之间又密切互动。形象危机的评委们,基于不同评判基点和标尺,对形象危机的研判结果又有差异。这些既导致了形象危机研究的难度,又导致了形象危机应对的艰辛。

形象危机主要来源于主体内部问题,经外部传播,并累积为公众的负面评价和社会态度。形象危机应对既取决于主体内部的整改、预防和公关,也取决于媒体传播的状况和多元评委的态度。形象危机应对需内外联动,内控与外防相结合。

对形象危机进行“分类-分级”研究发现,当前的形象危机有三类:“形象死亡类”影响恶劣,“形象受损类”需科学应对,“形象蒙冤类”应妥善解释。形象危机分为“低危”“中危”“高危”三类,其中社会责任事故是形象危机的高危、零容忍风险。

2014版的省市形象危机指标体系由公共安全“危”、社会秩序“乱”、生态环境“脏”、公共服务“难”、官员素质“差”5大风险领域构成,并细化形成省市形象危机“风险地图”。公共安全“危”领域中包括恐怖袭击致死亡、突发事件中群死群伤、公共场所死伤风险、公共卫生问题和致命传染病、危害公共安全罪和食品危害、校园血案、医院血案7个风险板块,社会秩序“乱”领域中包括治安秩序“乱”、社会环境秩序“乱”、经济秩序“乱”、新闻秩序“乱”4个风险板块,生态环境“脏”包括空气脏、水脏、土壤问题和生态破坏4个风险板块,公共服务“难”包括生活“难”、办事“难”、出行“难”和维权“难”4个风险板块,官员素质“差”包括“贪”“渎”“色”“假”“枉”5个风险板块。

2014版的官员形象危机指标体系由“贪”(贪腐问题)、“渎”(失职渎职)、“色”(性丑闻)、“假”(造假问题)、“枉”(作风粗暴)5个风险板块构成,并细化形成官员形象危机“风险地图”。“贪”(贪腐问题)包括贪污受贿、消极腐败和隐形腐败3个风险项,“渎”(失职渎职)包括滥用职权、玩忽职守、决策失误和慵懒散4个风险项,“色”(性丑闻)包括性丑闻和强奸2个风险项,“假”(造假问题)包括火箭提拔、“被影响”和造假造谣3个风险项,“枉”(作风粗暴)包括暴力执法、遭遇暴力抗法和作风粗暴3个风险项。

2014版的企业形象危机指标体系由“物”(企业产品)、“市”(市场运营)、“管”(企业内部管理)、“人”(企业人员)、“社”(社会责任)5个风险板块构成,并细化形成企业形象危机的“风险地图”。“物”(企业产品)包括产品质量问题和产品生产问题2个风险项,“市”(市场运营)包括法律纠纷、垄断问题、恶性竞争、宣传问题、定价问题和服务问题5个风险项,“管”(企业内部管理)包括理财问题、运营问题、员工关系和企业公共关系4个风险项,“人”(企业人员)包括老总问题、高管问题和员工问题3个风险项,“社”(社会责任)包括市场责任、社会责任和环境责任3个风险项。

形象危机的应对,参照2014版“形象危机应对指南”,建议用足“风险地图”,厘清多元评委关系,科学地分类应对:第一,针对“形象蒙冤”类危机,应结合社会心态,做好“善解冤”;第二,针对“形象死亡”类危机,应紧扣“社会责任事故”,做到“重点改”;第三,针对“形象受损”类危机,应统筹多元责任主体,做好“全面防”。

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