2005年对于中国营销界是个多事之秋。众多显赫的品牌都在“危机管理”这一课上吃尽苦头。作为危机管理的参与者、主导者及研究者,笔者曾就危机公关提出5S 原则:1.承担责任原则:无论谁是谁非,都不要企图推卸责任。2.真诚沟通原则:企业应把自己所做、所想的,积极坦诚地与公众沟通。3.速度第一原则:危机发生后,能否首先控制住事态,使其不扩大、不升级、不蔓延是处理危机的关键。 2005 was an eventful event for the Chinese marketing community. Many prominent brands have suffered in the crisis management class. As a participant, leader, and researcher of crisis management, I have proposed 5S principles for crisis public relations: 1. Principle of responsibility: No matter who is right or wrong, do not attempt to shirk responsibility. 2. The principle of sincere communication: Enterprises should actively and candidly communicate with the public about what they do and think. 3. The first principle of speed: After the crisis, whether it can control the state of affairs first, so that it does not expand, does not escalate, and does not spread is the key to dealing with the crisis.