资源描述：
《危机管理—公共关系【外文翻译】》由会员上传分享，免费在线阅读，更多相关内容在应用文档-天天文库。
1、本科毕业设计（论文）外文翻译原文：Crisismanagement–publicrelationsDamagetoanorganization’sreputationcansoeasilybecausedbyaflippantremark;forexampleRatner’ssharescollapsedthroughthechiefexecutive’scarelessjoke.Atatimeofcrisis,theeffectofflippantcommentsorplatitudescanexacerbatethiseffe
2、ct.ThecommentbyEurotunnel’spresident,inwhichhedescribedthefireas“anunpleasantincident”,whichwasadjustedafewhourslaterto“aseriousincident”wasevidenceofpoormanagementofthereleaseofinformation,whichresultedintheimpressionthatsafetyfearswerenotbeingtakenseriously.HillandK
3、nowlton’sdirectorofcrisismanagement,DavidBrotzen,commentedthattheydidwelltokeeptheincidenttoaquestionoffreightsafetyratherthanlettingLeShuttlebecomeimplicated.But:ifIwastheirPR,I’dtakethemediain,showthemwhathappenedandwhy.I’dlaunchanindependentinvestigationintothecaus
4、eandseverityofthefireandbeopenandhonestaboutitsfindings.I’dalsoreviewallrollingstocktoreassurealltravellersthatsafetyisnumberonepriority(Beenstock,1996).BasicrulesAfewbasicruleshaveclearlyemergedfromtheaboveexamples.Firstofalltheimportanceoftellingthetruth.Second,rath
5、erthanletthemedianetworkspeculate,usethemedianetworkasaopportunitytodisseminateyourinformation.Leavenoroomforspeculation–“ifyoucan’ttellthemsomething,tellthemwhyyoucan’ttellthem”(PRJournal,1995).AppropriateapologiesPerhapsanotherbasicruletobementionedatthispointisthen
6、eedtoapologizepromptlywhenappropriate.SirJeremyMorse,bankerandpastchairmanoftheInstituteofBankers,maintainsthatitalmostalwayspaystoissueanearlyapology.Althoughthiscouldleadtoanorganizationbeingblamedforsomethingwhichisnotitsfault,hecomments:Nevertheless,therearetwocen
7、tralreasonswhythisisusuallytherightcourse.First,externally,thepublicrespectanapologyfreelygivenratherthanonethatcomesafteraconsiderableperiodofstonewalling.Secondly,internally,anearlyapologyfreesmanagerstosortouttheproblemsfarmoreeffectivelythaniftheyarestillmaintaini
8、nganoutwardfrontthatnothingiswrong(Haywood,1994,p.177).However,Black(1993)pointsoutthatifalawyerispresenttheremaybepressuren
