Crisis management refers to a new management system for enterprises to avoid and reduce the harm caused by crisis through crisis monitoring, crisis early warning, crisis decision-making and crisis handling, summarize the law of crisis occurrence and development, and respond to crisis scientifically and systematically. The elements of crisis management are:

1, crisis monitoring The first step of crisis management is to monitor the crisis. In the period of steady development of enterprises, enterprises should have a strong sense of crisis and psychological preparation to deal with the crisis, establish a crisis management mechanism and detect the crisis. The calmer the enterprise, the more attention should be paid to crisis monitoring, and hidden dangers are often hidden behind calmness.

2. Crisis early warning

Many crises have some signs before they break out. Crisis management not only pays attention to the treatment of various hazards after the outbreak of the crisis, but also pays attention to the establishment of the crisis warning line. Before the crisis comes, enterprises nip some avoidable crises in the bud, and other inevitable crises can be solved in time through early warning system. In this way, enterprises can calmly cope with the challenges brought by the crisis and minimize the losses of enterprises.

3. Crisis decision-making

Enterprises make correct crisis decisions on the basis of investigation. Decision-making should be based on the background of the crisis, compare the advantages and disadvantages of several feasible schemes, and then choose the best scheme. The plan should be located accurately and implemented quickly.

4. Crisis management

First, the enterprise confirms the crisis. Identifying the crisis includes classifying the crisis, collecting information related to the crisis to confirm the degree of the crisis, finding out the cause of the crisis, and identifying the scope, degree and consequences of the crisis. Second, control the crisis. To control the crisis, we must stop the spread of the crisis according to the confirmed crisis, so that it will not affect other things. Emergency control is like a fireman. Third, deal with the crisis. The key to coping with the crisis is speed. Enterprises can timely and effectively apply crisis decision-making to practice, resolve the crisis and avoid the losses caused by the crisis.

Countermeasures of enterprise crisis management

Enterprises are facing many kinds of crises in their production and operation, no matter which kind of crisis occurs, it may bring fatal blows to enterprises. Enterprises nip some potential crises in the bud through crisis management countermeasures and minimize the inevitable crisis losses. Although the crisis is accidental, the crisis management countermeasures are not irregular. Through the summary of enterprise crisis practice, it is not difficult to find that crisis management countermeasures mainly include the following aspects: [2]

(1) Do a good job in crisis prevention.

There are many reasons for the crisis, and accidental reasons are not excluded. Most crises have a process of change. If enterprise managers have keen insight and can take effective preventive measures in time according to all aspects of information collected daily, then the crisis can be completely avoided, or the losses and impacts caused by the crisis can be minimized as much as possible. Therefore, crisis prevention is the primary link of crisis management. 1, establish a strong sense of crisis. In crisis management, enterprises should establish a crisis concept and create a crisis atmosphere, so that employees have a sense of crisis in the face of fierce market competition, and take crisis prevention as an integral part of their daily work. First, educate employees on crisis management. Educating employees to understand that crisis prevention depends on the joint efforts of all employees. The crisis awareness of all staff can improve the ability of enterprises to resist the crisis and effectively prevent the crisis. In the production and operation of enterprises, employees always put communication with the public in the first place, maintain good relations with all walks of life, and eliminate potential crises. Secondly, carry out crisis management training. The purpose of crisis management training is different from that of crisis management education. It is not only to further strengthen employees' crisis awareness, but more importantly, to let employees master crisis management knowledge, improve crisis handling skills and psychological quality in the face of crisis, so as to improve the crisis management level and ability of the whole enterprise. 2. Establish an early warning system for crisis prevention. A highly sensitive and accurate early warning system must be established to prevent crises. Information monitoring is the core of early warning, collecting all kinds of information at any time, analyzing and processing in time, and eliminating hidden dangers in the bud. To prevent the crisis, we need to focus on collecting and monitoring the following information: First, collect the public's feedback information on products at any time, and closely monitor various factors and appearances that may lead to the crisis. The second is to master the industry information and study and adjust the development strategy and management policy of enterprises. The third is to study the current situation of competitors, compare their strength, and know yourself and yourself. The fourth is to identify, classify and analyze the monitored information, predict the possible crisis types and their harm in the future, and issue crisis warning when necessary. 3. Establish a crisis management organization. This is the organizational guarantee of effective enterprise crisis management, which is not only an essential organizational link in dealing with crisis, but also very important in daily crisis management. Before the crisis, enterprises should be prepared to deal with the crisis, establish crisis management institutions, formulate crisis handling procedures, and clarify the responsibilities of competent leaders and members. The establishment of crisis management institutions is a successful experience of developed countries and an organizational guarantee for successfully handling crises and coordinating various relations. The specific organizational form of crisis management organization can be an independent full-time organization, an inter-departmental management team, or a full-time staff of enterprise strategic management department. Enterprises can decide flexibly according to their own scale and the nature and probability of possible crisis. 4. Make a crisis management plan. Enterprises should formulate a set of crisis management plans according to different types of crises that may occur, clarify how to prevent the crisis from breaking out, and immediately make targeted responses once the crisis breaks out. The crisis management plan drawn up in advance should include various entertainment plans of the enterprise. In the plan, we should focus on the ways and solutions to spread the crisis.

(b) accurate crisis identification

Crisis managers should do a good job in daily information collection and classified management, and establish a crisis prevention and early warning mechanism. Crisis managers should be good at capturing the information before the crisis, and confirm the type of crisis as soon as possible when there are signs of crisis, so as to do a good job in the preliminary work and carry out effective crisis control. (III) Theoretical basis of crisis management (Mr. You Changqiao's 5S principle of crisis public relations) 1. After the crisis, the public will care about two issues: on the one hand, interests are the focus of public attention, so no matter who is right or wrong, enterprises should bear the responsibility. Even if the victim has a certain responsibility in the accident, the enterprise should not investigate its responsibility first, otherwise it will stick to its own words, deepen the contradiction, arouse the public's resentment, and is not conducive to solving the problem. On the other hand, it is emotional. The public is very concerned about whether companies care about their feelings. Therefore, enterprises should show sympathy and comfort from the victim's standpoint, and apologize to the public through the news media, so as to solve the deep-seated psychological and emotional relationship problems and win the public's understanding and trust. In fact, the public and the media often have a steelyard in their hearts, and they have psychological expectations for the enterprise, that is, how the enterprise should handle it, so I will be satisfied. Therefore, enterprises must not choose confrontation, and attitude is very important. 2. When the enterprise is caught in the crisis vortex, the principle of honest communication is the focus of public and media attention. Your every move will be questioned. Don't take any chances and try to muddle through. Instead, we should take the initiative to contact the news media, communicate with the public as soon as possible, explain the truth, promote mutual understanding, and eliminate doubts and uneasiness. Sincere communication is one of the basic principles in dealing with crisis. Sincerity here refers to "three sincerity", that is, sincerity, sincerity and honesty. If this "three sincerity" is achieved, all problems can be solved. (1), sincerity. After the incident, the company's top management should explain the situation to the public and apologize at the first time, so as to reflect the corporate culture of taking responsibility and being responsible to consumers and win the sympathy and understanding of consumers. (2) Sincerity. Everything focuses on the interests of consumers, does not avoid problems and mistakes, communicates with the media and the public in time, explains the progress of consumers to consumers, and regains their trust and respect. (3) honesty. Honesty is the most critical and effective solution to crisis management. We will forgive a person's mistakes, but we will not forgive a person's lies. 3, the principle of SPEED (speed) Good things don't go out, and bad things spread thousands of miles. Before the crisis 12-24 hours, the news will spread at a high speed in a fission way like a virus. At this time, reliable news is often rare, and the society is full of rumors and speculations. Every move of the company will become the main basis for the outside world to judge how the company handles this crisis. The media, the public and the government paid close attention to the first statement issued by the company. Whether public opinion agrees with the company's approach and position in dealing with the crisis will often be reported in the media immediately. Therefore, the company must act decisively, respond quickly, act decisively and communicate with the media and the public. So as to quickly control the situation, otherwise it will expand the scope of the sudden crisis and may even lose control of the overall situation. After the crisis, whether the situation can be controlled first so as not to expand, escalate and spread is the key to deal with the crisis. 4, the principle of SYSTEM operation (system) when avoiding a danger, don't ignore another danger. In crisis management, we must operate systematically and never lose sight of one thing and another. Only in this way can we see the essence through superficial phenomena, creatively solve problems and turn harm into benefit. The systematic operation of crisis is mainly to do the following: (1). Deal with heat with cold and brake with static: crisis will make people in anxiety or fear. Therefore, the top managers of enterprises should be calm, treat "cold" with "hot" and "quiet" to reduce the psychological pressure of employees. (2) Unify the viewpoint and stabilize the position: quickly unify the viewpoint within the enterprise and have a clear understanding of the crisis, so as to stabilize the position and unite as one. (3) Set up a team to take charge of the project: Under normal circumstances, the composition of the crisis public relations team is directly composed of members of the corporate public relations department and senior leaders involved in the crisis. On the one hand, this is a guarantee of high efficiency, on the other hand, it is also a guarantee of consistent external caliber, so that the public can trust the sincerity of enterprises to deal with crises. (4) Decisive decision-making and rapid implementation: Due to the rapid change of crisis, any vague decision-making will have serious consequences under the conditions of timeliness requirements and lack of information for crisis decision-making. Therefore, we must make decisions and use resources to the maximum extent, make decisions quickly, deploy the system and put it into practice. (5) Cooperate with Lian Heng, with the help of external forces: when the crisis comes, fully cooperate with government departments, industry associations, peer enterprises and news media to jointly cope with the crisis, and enhance credibility and influence while everyone is gathering firewood. (6) Step by step, treat both the symptoms and root causes: To truly and thoroughly eliminate the crisis, we need to find the crux of the crisis in time and accurately after controlling the situation, prescribe the right medicine and seek a radical cure. If we only stay in the palliative stage, we will lose all our efforts and even trigger a new crisis. 5, the principle of authority confirmation (standard) It is useless to praise yourself. Without authoritative approval, it will only leave a laughing stock. After the crisis, enterprises should not cry with megaphones all day, but should invite a heavyweight third party to speak at the front desk to save the country, let consumers off guard and regain trust. (The above is taken from the "5S principle of crisis public relations" initiated by Mr. You Changqiao, a famous crisis public relations expert [3]

(d) Consequences of the crisis

The aftermath of the crisis is mainly to eliminate the problems and effects left over by the crisis. After the crisis, the corporate image has been affected, and the public will be very sensitive to the enterprise. Need to rely on a series of post-crisis management to restore the impact. 1. Summarize and evaluate the crisis. Make a comprehensive evaluation of crisis management, including the organization and working procedure of early warning system, crisis handling scheme, crisis decision, etc., and list all kinds of problems existing in crisis management in detail. 2. Correct the problem. Most crises are related to poor management of enterprises. Through summary and evaluation, put forward rectification measures, and instruct relevant departments to implement them item by item to improve the content of crisis management. 3. Look for business opportunities. The crisis has created another environment for enterprises, and enterprise managers should be good at using the crisis to explore new business methods and carry out major reforms. In this way, the crisis may bring business opportunities to enterprises. In short, the crisis is not the same as the collapse of enterprises, and the crisis often breeds a turning point. Crisis management is an art and a long-term plan in enterprise development strategy. Enterprises should put crisis management innovation in an important position while constantly seeking a series of innovations in technology, market, management and organizational system. The success or failure of an enterprise in crisis management can show its overall quality and comprehensive strength. Successful enterprises can not only properly handle the crisis, but also turn the crisis into business opportunities.