致歉信是危机公关中常用的重要手段之一,其作用不容小觑。危机是市场经济活动的影子,如经营管理不善、市场信息不足、同行竞争,甚至遭遇恶意破坏等。加之其他自然灾害、事故,都会使企业遭受危机。在大众传媒十分发达的今天,企业的任何危机都会引起舆论的广泛关注,成为焦点和热点,危机事件的处理关系着企业的形象、利益,甚至是企业的生存。因此,企业面临危机时如何通过危机公关求得 The letter of apology is one of the important means commonly used in crisis public relations, and its role should not be underestimated. Crisis is the shadow of the market economy, such as poor management, market information, peer competition, and even suffered vandalism. Combined with other natural disasters, accidents, will make the business crisis. In today’s highly developed mass media, any crisis of the enterprise will arouse widespread public opinion, becoming the focus and hot spots. The handling of crisis events is related to the corporate image, interests and even the survival of the enterprise. Therefore, how to get the crisis through the crisis when the business is facing crisis