| Summary: | 碩士 === 國立交通大學 === 傳播所 === 90 === Crisis communication strategies influence business image in the course of crisis as the growth of unpredictable environment recently. The good strategy reduces the stress of reactions. In contrariwise, the bad strategy enhances burning of crisis. The research method of this study adopts case study to analyze the crisis strategies application under the different situations and factors, via two crisis cases of the Taiwan branch, SINA.com. Data collected via methods of participant observation and secondary analysis. Research aspects include：1. the goal of the organization is to achieve through communication strategies.2. the evaluations of crisis management by the press.3. strategies used and their effect through secondary data.
The study reached the following conclusions：1.the responsibility of the organization more relative to strategies chosen than crisis situations. 2. the reliability of crisis disseminator and the attitude of the press could influence strategies chosen by the organization.3, crisis communication strategies might be modified cause the differences of culture or language usage. To sum up, crisis communication strategy needs researchers to input more solid results of PR applications and precision classification in the future.
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