本文采用PEST分析方法分析了分众传媒反猎杀的环境,从政治、经济、社会、
法律和技术等方面对分众传媒被猎杀的环境因素进行了深入分析。同时,本文还分析
了分众传媒反猎杀的公共关系,深入分析了分众传媒反猎杀的内部和外部公共关系管
理,指出成功的股东关系管理特别是大股东关系管理和评级机构关系管理是分众传媒
成功反猎杀的决定因素。随后,本文对分众传媒反猎杀危机处理进行了分析并对分众
传媒反猎杀效果进行了评估。最后,在分析的基础上对分众传媒反猎杀的公共关系管
理和分众传媒反猎杀的危机处理经验进行了总结。
在公共关系管理方面:公共关系危机管理应提升到战略管理的层次;建立一套完
善的针对内外公众的公共关系管理体系,特别是良好的股东关系管理是成功反猎杀的
决定因素;建立完善的反猎杀公共关系危机预警体系能够发挥危机预警的作用。在危
机处理方而:健全反猎杀危机处理的组织机制;加强反猎杀危机传播沟通管理;采取
科学有效的反猎杀危机处理策略和对策是成功反猎杀的重要因素。
关键词:公共关系;危机管理;反猎杀;分众传媒
Abstract
With more and more Chinese private companies getting listed in the oversea security
market, many of these companies had become the victims of the China Concept Stocks
Killer such as Muddy Waters and Citron when these China Concept Stocks companies
felicitated that the requirements of Reverse Takeover (RTO) being lower under the going
short in the oversea market. It is worthy of being studied how Focus Media defused the
Muddy Waters ’s interest-oriented malice with its perfect public relation management
systems being aimed at the internal and external public and carrying out with the scientific
anti-hunting crisis management policies and solutions when facing the sudden attack from
the Muddy Waters.
The paper deeply analyzes the politics, economics, social, legal and technical etc
external environmental factors of the Focus Media anti-hunting using the PEST model.
Then, the paper analyzes the public relationship management of the Focus Media, deeply
analyzes the internal and external public relationship management of the Focus Media and
points out that the successful shareholder relationship management especially the
management of the relationship of the strong stock holders and the rating organization is
one of the strengths of the Focus Media and also one of the deciding factor of the Focus
Media successful anti-hunting. The paper also analyzes the crisis management and assesses
the effect of the Focus Media anti-hunting. Finally, the paper makes a summary of the
crisis management experience of the Focus Media anti-hunting based on the previous
analysis.
The paper concludes that in the public relation management: the public relation crisis
management needed to be improved to the strategic management level, the public relation
management system aimed at the internal and external public need to be set up especially
the successful shareholder relationship management, perfect crisis pre-warning system also
needed to be established to make sense. The paper also concludes that in the crisis
management: perfect organization system of anti-hunting, the strengthening of the
management of the crisis communication and the scientific crisis tactics and methods are
the important factors of the successful anti-hunting.
Keywords: public relations,crisis management,anti-hunting, Focus Media
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