危机沟通
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词汇
- 危机crisis
- 声誉reputation
- 致歉to apologise / apology
- 声明statement / declaration
- 透明度transparency
- 应对to respond / to deal with
- 安抚to reassure / to pacify
- 舆论public opinion
Crisis Communication in Chinese
When an organisation faces a crisis, how it communicates in the first hours determines its reputation for years. In Chinese professional contexts, crisis communication requires a specific structure.
The four steps of Chinese crisis communication:
1. Acknowledge promptly (承认): 我们注意到……发生的情况，对此深感遗憾 (We have noted what happened... and deeply regret it) 2. Take responsibility if warranted (承担责任): 对于此次事件，我们负有不可推卸的责任 (We bear undeniable responsibility for this incident) 3. Explain and reassure (说明 + 安抚): 目前，我们正在全力……以确保类似问题不再发生 (We are doing everything we can to ensure this does not happen again) 4. Commit to concrete action (行动承诺): 我们将在……内完成……并向社会公开结果 (We will complete... within... and publicly report the results)
Key principles:
- Transparency (透明度): do not cover up or delay acknowledgment
- Sincerity (诚意): a genuine apology is more valuable than a legal disclaimer
- Speed: Chinese social media (微博, 微信) amplifies crises rapidly
What to avoid:
- Passive voice to obscure responsibility: 问题被发现了 (A problem was found) vs 我们发现了问题 (We found a problem)
- Generic non-apologies: 如有不便敬请谅解 (If there is any inconvenience please forgive) — this sounds hollow
表达
- 我们注意到……，对此深感遗憾We have noted... and deeply regret it
- 对于此次事件，我们负有不可推卸的责任We bear undeniable respon
- 目前我们正在全力调查，结果将于……公布We are currently doing a
- 我们将采取以下措施，以防止类似事件再次发生We will take the following measures to pr
- 对受到影响的各方，我们深表歉意We sincerely apologise to all those affected
- 我们将以更高的透明度应对此次危机We will handle this crisis with greater transpar
常见错误
如有不便，敬请谅解。对于此次事件给各方造成的困扰与损失，我们深表歉意，并将采取切实措施加以弥补。如有不便敬请谅解 is a hollow generic phrase that shifts blame to the reader; replace with a direct, substantive apology
这件事与我们公司无关。我们正在对此事展开全面调查，在结果公布之前，我们暂不对责任问题作出定论。Denying all involvement without investigation sounds defensive; buy time with a transparent investigation commitment
请大家相信我们，不要散布谣言。我们理解公众的关切，将在……内发布详细说明，并保持与媒体的透明沟通。Telling the public not to spread rumours is condescending and inflames the situation; address concerns with transparency and a timeline
小测验
第 1 题，共 5 题
「to reassure / to pacify」用中文怎么说？
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