Abstract: The KFC Fast-growing Chicken Event has aroused public attention and doubts on product safety status of KFC and food safety environment in China. When facing this crisis, KFC adopts the strategy of “Denial-Remedy-Explanatory Advertising”. With an analysis of related contents in Sina Micro-blogs, this paper mainly studies whether public perception and attitude towards the event will change with public relations advertising on food safety. The research suggests that the advertisements that are focused on KFC food safetycan enhance public understanding of its food safety, foster a positive public attitude, reduce people’s risk perception and direct them to attribute the event to external reasons. However, the advertisements have not fundamentally changed public attitude to food safety problems of KFC.

摘要： 肯德基速生鸡事件引起公众对肯德基产品和食品安全状况的关注和质疑。面对危机事件，肯德基采取“否认-修正补救-广告辩解”的危机响应策略。本文基于新浪微博的内容分析，研究公众的认知和态度是否随着肯德基危机公关广告策略而改变。研究认为：肯德基危机公关广告能够提高公众对产品的了解程度和积极态度，降低公众的风险感知以及促使公众将危机事件责任归因于企业外部因素，但广告并未从根本上改变公众对肯德基食品安全事件的态度。