Failure Case Study of the China Enterprise in Crisis Communication

With the Chinese modern enterprise more and more mature, the place of crisis consciousness in the enterprise management is more important. This paper starting with a few typical cases of failure in crisis communication, especially analysis two enterprises: Shuanghui, Sanlu. Analysis the measures they take be- fore the crisis, during the crisis and after the crisis, the problem in crisis communication and the reason why they failure in the crisis communication are found, finally we will summarize experience from the case and through this experience we will find short cut to success in crisis communication.