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1、本科畢業(yè)設(shè)計（論文）外文翻譯原文：原文：CrisisCrisismanagementmanagement–publicpublicrelationsrelationsDamagetoanganization’sreputationcansoeasilybecausedbyaflippantremarkfexampleRatner’ssharescollapsedthroughthechiefexecutive’scarelessjoke

2、.Atatimeofcrisistheeffectofflippantcommentsplatitudescanexacerbatethiseffect.ThecommentbyEurotunnel’spresidentinwhichhedescribedthefireas“anunpleasantincident”whichwasadjustedafewhourslaterto“aseriousincident”wasevidence

3、ofpomanagementofthereleaseofinfmationwhichresultedintheimpressionthatsafetyfearswerenotbeingtakenseriously.HillKnowlton’sdirectofcrisismanagementDavidBrotzencommentedthattheydidwelltokeeptheincidenttoaquestionoffreightsa

4、fetyratherthanlettingLeShuttlebecomeimplicated.But:ifIwastheirPRI’dtakethemediainshowthemwhathappenedwhy.I’dlaunchanindependentinvestigationintothecauseseverityofthefirebeopenhonestaboutitsfindings.I’dalsoreviewallrollin

5、gstocktoreassurealltravellersthatsafetyisnumberonepriity(Beenstock1996).BasicrulesItisvitaltorealizethespeedofmediacoveragebecauseofnewtechnologicaldevelopments.Notonlycanstiesberelayedbymobilephonesfaxedfromcarsbuttheyc

6、analsobesentfromhelicoptersbouncedoffsatellites.Picturestoocanbetakenbydigitalcomputerizedcamerassentdowntelecommunicationslines:WhenGreenpeacestageditshighprofilestagainstthesinkingoftheBrentSparoilplatfmitnotonlyposted

7、infmationontheWebbutwasreptedtohaveairliftedsophisticatedfilmingequipmentasatellitedownstationontotherigsothattheycouldprovidetheirownVNRsdirecttonewsoutlets(Nicholas1996a).Thismeansthatitisunlikelythattherewillbeatimede

8、laybetweenanincidentcrisiseruptingtheresultingmediacoverage.Thisemphasizestheneedtoreactquicklyatatimeofcrisistoletallpartiesknowimmediatelyabouttheactionyouhavetaken.“Communicatingeffectivelywasnowmeoftenseenasofthesame

9、imptanceasputtingtheproblemsright.”(IPRJournal1995p.14).Furthermethemediaareincompetitionhungryfthemostnewswthysties.Generallybadnewsisverynewswthymesensational(Ashcroft1994).Ifimmediateinfmationisnotavailablethisleavesr

10、oomfspeculativesties.Specialisttrainingfcrisisganizationswhichhavehledcriseswellhavebeenwellpreparedfthemtheirplanshavebeentriedtested.Therearenowanumberofcompaniesofferingspecialisttraininginhowtohlethemediainacrisiswhi

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