摘要：在信息传播全球化的今天，危机作为非正常事件具有强张力的负面效应，自然也很容易传播。因此如何科学的运用危机公关策略，将企业损失降到最小化，甚至转危为安是现代企业急需思考的问题。但是从近年来发生的一些案例不难看出现代企业对于危机公关的应用还存在不少问题。一些企业缺乏社会责任，组织利益凌驾于公众利益，有法律底线无道德标准，一旦出现危机，就把公关当灵药，匆忙上阵，荒腔走板，漏洞百出。而只重危机后的公关而轻危机前的公关，缺乏危机的预防和预警是很多现代企业共同存在的问题。因此本文通过实证研究来观察和分析企业在危机公关方面的现状及存在的问题，在此基础上，着重从危机发生前的预防和危机发生后的处理两方面提出企业如何改善危机公关策略的对策建议。

关键字：市场环境 危机公关 预防机制 

Abstract:Nowadays, with the globalization of information dissemination , the crisis is very easy to spread as a non-normal event with a strong negative effect of tension. So it becomes a hot issue  how the crisis PR strategies should be applied in a scientific way to minimize the loss of business and even pull through modern enterprises. Based on empirical study, this paper observes and analyzes the current situation and problems that the enterprises have in the crisis public relations management, by which some solution-oriented suggestions are put forwards about how to improve crisis PR polices focusing on both pre-crisis preventions and post-crisis interventions.

Key words: marketing environment  crisis PR  prevention mechanism