危机公关的核心是通过舆论引导,改善社会组织与公众的关系,形成公众对组织的正向评价与形象认知。如何引导公众从危机事件中,认同政府及其他社会组织处置危机的立场、态度和行为方式,是公关策略取得成效的关键所在。从一系列危机案例的舆情发展过程来看,道义无疑构成了社会舆论的先声先导和组织形象的根本支撑。因 The core of crisis public relations is to guide public opinion, improve the relationship between social organizations and the public, and form the public’s positive evaluation and image recognition of the organization. How to guide the public from the crisis incident, agree with the government and other social organizations to deal with the crisis position, attitude and behavior is the key to the effectiveness of public relations strategy lies. Judging from the process of the public opinion development in a series of crisis cases, morality undoubtedly formed the fundamental support of the pioneer and organizational image of social public opinion. because