Today's era is a rapidly changing and complicated era, and different levels of society and different organizations are inextricably linked. In particular, the business community has to bear the impact from economic, political, cultural, environmental, legal and other aspects.

In today's complex and ever-changing times, all walks of life and different organizations are inextricably linked. Marketing, in particular, bears the impact from economy, politics, culture, environment, law and other aspects.

(2) In this high-pressure environment, even for a century-old enterprise, it is inevitable that the soles of the feet will slip and cause a crisis. Therefore, crisis public relations plays a very important role in enterprise operation. When an enterprise has an emergency or a major accident, it will face greater pressure from public opinion, and its public relations will be in a state of crisis. If the enterprise can't handle the crisis well in the process of public relations, it will be a huge obstacle to the development of the enterprise.

In this high-pressure environment, even a century-old enterprise will inevitably make some mistakes, which will lead to crisis. Therefore, crisis management plays an important role in enterprise operation. When unexpected events or major accidents occur, enterprises will face great pressure from public opinion and the public relations department will be in a state of crisis. In the process of dealing with public relations, if we can't handle the crisis well, it will be a huge obstacle to the development of enterprises.

(3) Taking the "Fast Chicken" incident of the catering giant KFC as an example, this paper first introduces the causes and effects of the incident, and then compares and analyzes the shortcomings of its crisis public relations, and finally draws the enlightenment of the incident to KFC itself and China food enterprises. I hope it can help the whole food industry in China.

This article will take the "KFC fried chicken" incident (KFC is the leader of the catering industry) as an example. Firstly, this paper introduces the causes of the incident and its impact, then analyzes the shortcomings in crisis management, and finally summarizes the enlightenment to KFC itself and Chinese food enterprises. Hopegully, this event will help the whole food industry to become better in China.