企业是社会的一部分,其生存发展与社会环境密切相关。在具有太多不确定因素的大环境中,任何一个不和谐的变动都有可能导致企业陷入混乱之中,因此做好危机公关是企业处变不惊的关键。危机公关属于狭义的危机管理,即危机处理,是指组织针对管理不善、行业竞争、蓄意破坏、自然灾害或人为事故等突发事件带来的危机所进行的应对和救援行为。主要包括消除负面影响,恢复、重建、维护组织形象等。本文以“毒奶粉事件”为例来探寻危机公关 Business is a part of society, its survival and development are closely related to the social environment. In an environment with too many uncertainties, any one discordant change may cause the enterprise to get into chaos, so doing the crisis public relations is the key point of the business. Crisis PR is a narrow sense of crisis management, that is, crisis management refers to the organization to deal with the crisis of crisis caused by mismanagement, industry competition, sabotage, natural disasters or man-made accidents and other rescue and rescue activities. Mainly include the elimination of negative effects, recovery, reconstruction, maintenance of organizational image. This article explores crisis public relations by taking “milk powder incident” as an example