| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 103 === Along with the rising health consciousness of “food safety”, consumers are aware of fear when facing food safety crisis. Furthermore, consumers will strongly boycott anything threatening food safety, making food businesses seriously involved. Therefore, crisis communication becomes the most important solution, if food organization doesn’t cautiously practice crisis communication, the image and reputation of that organization will be damaged, even leading to the tremendous financial loss.
This research takes “I-MEI foods” as sample to explore the significance of crisis communication, of crisis management, and of media effectiveness, and samples total 254 news (Apple Daily, China Times, Liberty Times, and UDN) related with I-MEI’s crisis or issue from May in 2013 to May in 2015. To understand the exact crisis communication strategy adopted in the exact phase by I-MEI, the categories of analysis include media, date, press, section, news presentation, article format, source, media effectiveness, phase, Coombs’s crisis communication strategy, and Skeckmest’s issue type.
The result shows that if crisis communication strategy is immediately practiced at the right time, it can rapidly decrease the damage caused by crisis. In terms of crisis communication strategy, I-MEI mainly adopted “ingratiation” strategy. Through this strategy, I-MEI established good evaluation of organization, and through constantly creating news issue, adopting right management, and constructing right type of issue, I-MEI transformed crisis to positive issue and continuously gained positive media effectiveness. Then, I-MEI created a great reputation of itself and a great and positive image embedded in consumers’ minds.
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