荷蘭留學生英語翻譯學essay一篇

 

一、 The characteristics and classification of crisis

 

（一） The characteristics of crisis

Crisis has some characteristics such as  sudden , devastating, unpredictable  and public attention.

  

The confusion situation caused by the crisis’s suddenness. Destructive it possible is visible and may be intangible, Because of its unpredictable it can be destructive to expand the influence of the image of the enterprise. But this will cause the attention of public opinion,  the media’s reports might lead the public opinion and influence the spread direction of the crisis.

  

（二）The classification of Crisis

The crisis can be divided into the following categories according to its destructi-veness , reason and foresight.

Frist, the predictable and unpredictable crisis.

Second, the human and non-human crisis 

Third, the sudden and the latent crisis

Fourth, it causes  by itself and by the environment

一、危機特征及分類

   

（一）危機特征

    危機具有一定的突發性、破壞性、不可預見性及輿論關注性

    危機的突發性產生的混亂局面使人們的利益喪失。它所造成的破壞性可能是有形的也可能是無形的，由于它的不可預見性可以將破壞性擴大影響企業的形象。而這將引起、輿論的關注，媒體的報道可能引導輿論的走向，影響危機蔓延的方向。

   

（二）危機分類

    危機根據破壞性、產生原因、預見性分為以下幾類：

    第一、可預測的不可預測的

    第二、人為的和非人為的

    第三、突發性的和潛伏性的

第四、自身造成的和環境造成的

 

二、 The communication of crisis  relates to range and obstacles

   Crisis communication relates to internal communication, it includes the communication between managers and staff ; It relates to external communication, it includes other aspects of communication with the media, government departments, public community and consumers .

Crisis communication can be divided into pre crisis communication, crisising communication and after crisis communication according to  the different stages of format-ion and development of the crisis.

 

From the pre crisis to the  after crisis communication process is not ideal effective communication process. Especially since the crisis arising from damage to tissue culture and the  differences of crisis awareness of members. there are external social fa-ctors leading to the crisis communication is not smooth or failed to achieve their goal-s and the effect  of objectives of communication.#p#分頁標題#e#

The obstacles make crisis communication failed are as follows:

 

1,The lack of awareness of crisis communication 

   Some enterprises or managers of the company without a deep understanding of the immediate development, they are blindsided by the good development of enterprises, there are not risk assessment on enterprises, Once the crisis is happened and the enterprises can not face well, the good enterprise image will cause the decline effect enterprise.

 

2,The closed tissue culture

  Organizational culture is formed in long-term, it is the organization members’ s-hared values and norms of behavior. In a closed tissue culture, the lack of effe-ctive vertical and horizontal communication within the organization, The lack of e-xternal organization and  stakeholders and other relevant organizations or institutions encounter. During the crisis the internal organization of chaos, external four rumours and the pressure of deep external reducing price make matters worse.

   

3, the lack of early warning system

    Before the crisis occurred some signs indicates that the crisis’s happening, but due to the lack of early necessary warning mechanism, the development of enterprise management can't really understanded by the enterprises. On the contrary, they mutual shirk responsibility, there is no real understanding of product sal-es, quality and customer response, it expand the crisis in the eroded.

  

4, Not good at listening

Enterprise managers are not to listen to employees and supervisors, crisis re-sponse induction on enterprise development suggestions and the perception of c-risis. when the crisis happened enterprise managers are unable to cope with th-e crisis’s occurs, so that enterprises suffered heavy losses.

 

5, the provision of false information

When the crisis occurs as well as in the reaction stage crisis happened the false information is reacted to leaders, or it covers up the truth by public opinion.

    But without effective communication, To deceive consumers, lost for the first tim-e on the control force of the crisis and fall into a very passive situation

        

6, the lack of response mechanism

         Because the organization usually operate in relatively smooth and normal  company, it  lacks awareness of crisis communication, it is not ready before thecrisis. When Crisis happens crisis management that out of control will be taken by surprise.

 

三、Crisis communication theory

（一）"Three T" principle

    1、tell you own tale

    2、tell it all#p#分頁標題#e#

 

3、tell it fast

You give priority to provide, you become the main channel of information, The public regard you as the main source of information, others’ voice will be of little voice; You provide all the information,  even people who want to slander have no material, to provide situation for the first time You can win,  passive "rumor" can’t seize the initiative in the crisis when adverse information exist everywhere, to grasp the initiative in crisis communication is  in favor of avert a crisis situation and turn the crisis into opportunities. 

 

(二) communication formula

In crisis communication tactics, Fleishman link consulting company，a simple formula invented by a special situations group: (3W+4R)8F+Vl or V2 .

（3W+4R）8F=V1 or V2

 

3W is refers to anyone crisis, communicator needs to know three things as soo-n as possible: ：what did we know, when did we know about it, what did wo do do ab-out it . The time interval between finding the answers to these questions and a tissue-e response will determine the success or failure of the reaction. If organizations’ awar-eness of facing the crisis is too late or too slow, control will becomes difficult. Th-e biggest enemy of crisis is the formal channels’  information vacuum. Other sources of information will be filled in, we will make a mistake, this is not only will the loss the initiative of the crisis but also will expand crisis.

 

4R is refer to that after the collection of accurate information, give  attitude of tissuein the right location. These four aspects are regret、reform、restitution、recovery. To deal with the crisis, An organization requires the expression of regret, it need guarantee measures in place, To prevent the occurrence of future same events and provide compensation until it's safe to get rid of the crisis.

 

8F is the eight principles that should be followed when communicating:

（1） factual：communicate the truth with the public to；

（2） first：react to the problem；

（3） fast：deal with the crisis to be decisive and swift；

（4）  frank：don't avoid being seen in the situation of communication ；

（5）  feeling：share organization’s feeling with the public ；

（6）  forum：it establishes a reliable source of accurate information within the company to obtain comprehensive information；

（7）   flexibility：the external communication of the content is not immutable and frozen, we should pay attention to change this state of affairs；#p#分頁標題#e#

（8） feedback：make timely feedback to the outside information.

 

If  3W, 4R and 8F are done correctly, your organization will be V1 in the crisis, "the courage to bear the responsibility (Victim)" image is highlighted. This result is very good , The public may think that you are a responsible, they will try to solve the problem and make them happy. Accordingly, they give you a lighter punishment or complain, even may also forgive you. So that make the organization’s status conversion in the crisis, Change from passive to active. We need turn the crisis into opportunities and set up the image of the organization. If the organization is 3W, 4R and 8F, they may be as V2 as the same as the " (villain)". The public will think that organizational behavior and words evade the crucial point, don't care and is not responsible. This will leads to the employee to be depressed, customer complaints, management upheaval, technology and employee turnover. This will not solve the crisis may also be the expansion or deterioration and seriously damage  corporate reputation, corporate image.

 

四、 Crisis communication strategies

     Crisis management of crisis communication is an important means, The negate-ve effect of media for  the general crisis management , labor conflicts, litigation, finan-cial crisis, product defects,  accidental injuries are necessary to resolve by the crisis communication. Organizations conduct effective crisis communication, we can consider the strategies from the perspective of crisis management.

 

(一) Communication before  crisis

     Pre crisis communication is conducive to timely detection of hidden danger，so we can find effective methods to handle the crisis time  rather than avoid crises.

  This requires that the organization’s leaders should have a strong sense of crisis, have a vision,  make emergency plans in the pre crisis, identify and train full-time or part-time personnel of dealing with the crisis. They have faith and plans to implement the policy When the crisis happened and make good crisis communication.

 

1. Pre crisis communication training

   Because the crisis is sudden, we should follow the rapid reaction mechanism in crisis communication, but soon spread to society caused by the attention of the media and the public. This is the  great pressure organization will face, we must study the countermeasures and response. The organization has a crisis communication team trained with regularity. Therefore we need to communicate  training in the pre crisis  for the following staffs:#p#分頁標題#e#

 

(1) Analysis staffs

Investigate the crisis，collect information and make a analysis from the people understanding organizational management status -- customers and staff. It need to have certain qualifications, have the ability to make decisions,resource allocation, project implementation and need to accept the investigation, analysis of the training.

(2) Management staffs

Management decision-makers need to communication with all staff within the organization to ensure smooth communication channels, positive prevention, at the same time to determine the basic framework of crisis communication plan.

(3) News team

      Be required by the corporate public relations personnel to bear, we also can choose the appropriate personnel within the organization composed of news team, how to accept a reporter to interview and telephone enquiries training.

(4) Family liaison team

      Be familiar with the company and the operation procedure.

(5) Spokesman

To select the most "corporate image", to train them how to communicate with the media, how to alleviate the pressure of public opinion and explain the crisis to the society. 

 

2. The design of Pre crisis communication program 

 

(1) Crisis investigation

   Investigation is the basis of all aspects of crisis communication related organizations and risk assessment for risk, organizations that may threat or danger, risk assessment. Its objective is to understand the categories and characteristics of the organization and list possible accident. There are two ways in general about crisis investigation: the first is to understand the organization's history crisis, the second understanding is the crisis of organizational counterparts and the like of the organization.

 

(2) To formulate the basic framework of crisis communication plan

       Crisis communication plan is the basis for crisis management, the mainpart need realize development, we should response general in the event of a crisis according to  the basic frame structure of crisis communication scheme. The contents are as follows:

A. To determine the potential crisis dissemination of information needed by the media, such as the address, name and contact phone number.#p#分頁標題#e#

B. Determine the main communication objects that  required to face while the crisis happens.

C. http://www.400190.com/thesis_sample/ Prepare background materials according to the latest for improving.

D. The establishment of a special news office is as the demand place news ofconference and media. 

 E. The establishment of crisis news center to receive the news media, publictelephone. 

 F. Ensure that the organization has enough trained staff to deal with the media and other external public inquiry.

 

(3) To set communication system between the organization and the government, the media.

The organization make a good relationship with the government and its staff, the news media through communication. Invite a third party organization that  can  communicate with organization and provide feedback. And establish a communication system. 

 

(3) To establish good communication with the customer

 Organizations can give customers call, letter, with customers to establish a communication.

 

三、 Crisis communication

1. The selecting of the relevant groups and communication content

Stakeholders’ also called related groups distinguishing these related groups on one hand is to assess their reaction to the crisis and make better coping strategies, On the other hand also is to clear the communication object after the outbreak of the crisis and establish effective communication to defuse the crisis.

Crisis communication is divided into internal communication and external communication. Effect of scope of the crisis is more widely, external communication is more important. We need self assess the crisis’s destructive  when the crisis happened, determine the scope of crisis and identify  association group general crisis’s rang and object as follows:

    

Internal information communication in crisis communication should be passed on  the actual situation of public communication  timely, truely, clearly to employees, especially relates to the vital interests of employees information. Do everything possible to stabilize the organizational interior. Tell them how to avoid or mitigate risk. At the same time, organize senior management personnel in the crisis to communicate in the first time.  Consulte crisis resolution strategy, agreed solution to the crisis, and communicated to the organization of each department.It makes a high degree of identity of internal organization form and achieve a high degree of consistency in handling strategy. #p#分頁標題#e#

 

External communication of Crisis communication is more complex and difficult to control than internal communication. First of all, the organization should identify thereasons, narrow range of events, determine the position and external diameter of crisis; Secondly, take the initiative to contact with the government and the news media. Once again, the crisis public relations initiative, obtain information related to frank and honest to establish a responsible attitude.

 

2, strategy

The eagle policy: active, act quickly and decisively candid responsibility.

In crisis management, we need to use the strategies to deal with the crisis, the general practice is as follows:

(1) The rapid recovery of nonconforming products

(2) Give compensation to the relevant personnel

(3) Use the media to guide public

(4) Use the authoritative to deal with crisis

(5) The legal regulation of crisis

(6) Announced the cause of the crisis

(7) A good public image

 

四、 Crisis communication

  Crisis communication is continuing to make lots of communication to make up for the insufficient information after crisis for avoiding misunderstanding. The consolidationof previous efforts will minimize the negative impact of the crisis. Crisis communication including:

   

(一)、Communicate with all parties affected by the crisis

Announcing outward crisis related information through the media is fast, wide range and have a large quantity of information.

At the same time, in order to keep the media more intimate, direct communication ,we should with maintain direct communication the internal organization of the staff, managers, operators,security and so on .

 

(二)、Keep operating state

In dealing with the crisis at the same time, we should consider the impact of the crisis on the company's operations and maintain and restore the normal operation order.

  

 (三)、Make plans to avoid the crisis

     During a crisis, one hand we should have emergency center to properly handle the crisis, On the other hand, we should make careful plans and countermeasures being responsible for the communication of the departments in the coordination of the company competent leadership to prevent a crisis.

Summary

 

On one hand, the crisis has exposed the shortcomings of their own, so that enterprises can quickly find its own deficiencies, thus an antidote can against the disease and implemente effective measures. Crisis can be understood as a call that waking up  business, it can also be seen as vaccination for the enterprise; On the other hand, enterprises become the focus of public attention in the crisis, crisis’s  handling properly can quickly improve business visibility and reputation. In addition, the painful lessons learned from previous business failure, can learn for other enterprises. The effective method to find out the reasons for the failure , avoid the crisis and control acrisis situation. A lesson, the teacher of the future. From the dialectical point of view, the crisis is a kind of special enterprise and social wealth. 

 

When the crisis happens, crisis communication is very important. Crisis communication is conducive to the organization quickly out of the crisis,  it is to emerge from its crisis. Crisis communication do good not only to restore tissue’s loss in crisis, Improve internal cohesion,  form a high degree of consistency in the crisis, make Internal crisis consciousness improve. At the same time, as the external we can borrow thiscrisis with government, media and external organizations to enhance contact. Establish crisis prevention and response system for  their own, in order to avoid a similar crisis from happening again. Crisis communication in the crisis resolution process is the priority among priorities. A good crisis communication and crisis prevention and response system can reduce tissue loss,  resolve the crisis, maintain organizational stability. Crisis communication’s well done can promote internal reform of organization, make the organization adapt to the development of society, economy and culture. It makes the internal system more perfect for remaining invincible in the increasingly fierce competition in business.