How to Build Enterprise Brand Image by Virtue of Crisis Public Relations?

As the competition in the market environment increases day by day, enterprises often encounter various types of crisis public relations events: regulatory policy changes, changes in the industry environment, competitors' malicious smears, user complaints, and other levels. Moreover, if enterprise managers face a poorly handled crisis, the enterprise brand will be ruined and lose consumers' trust. However, if the crisis is handled properly, it may also turn "crisis" into "opportunity", which is more conducive to the further development of the enterprise. In the face of a crisis, how to reasonably conduct crisis public relations to shape the enterprise's brand image? This paper will combine the research results of domestic and foreign scholars to analyze some key factors of crisis public relations faced by enterprises to effectively improve enterprises' brand image and enhance their reputation and status in public opinion.