良好的管理沟通在企业遇到危机时显得尤为重要。本文将就近期发生的健力宝奥运假金罐事件,简要论述有效沟通原理在企业危机公关中的重要作用,通过对有效沟通对象和技巧的实例分析,评述健力宝公司在此次危机事件中不恰当的处理方式,并给出正确合理的危机公关策略,为其他企业在日后遇到危机时提供参考借鉴。 Good management of communication is particularly important in the face of business crisis. This article will brief on the important role of effective communication principle in corporate crisis public crisis through the recent case of Jianlibao Olympic gold bullion jar. By analyzing the examples of effective communication objects and skills, this article reviews the inappropriateness of Jianlibao in this crisis Handling methods, and gives the correct and reasonable strategy of crisis public relations, for other businesses in the face of crisis in the future to provide reference for reference.