随着互联网的迅猛发展,新媒体正在加剧地改变我们所处的生活。新媒体使得媒体传播环境发生巨大的变化,同时也给企业公关带来了很多的新课题。本文借公关关系理论与口传关系模型,分析了新媒体下企业危机原因、特点以及典型案例,重点研究了涵盖新媒体下危机公关预防策略、应对处理策略、形象重塑策略三方面的新媒体下企业危机公关策略。 With the rapid development of the Internet, the new media is stepping up to change the way we live. The new media makes great changes in the media communication environment, but also to the corporate public relations has brought many new topics. This paper analyzes the causes, characteristics and typical cases of corporate crisis under the new media based on the relationship between public relations theory and the model of oral communication. It focuses on three aspects of new media: crisis prevention, coping strategy and image remodeling strategy under new media Corporate Crisis PR Strategy.