Abstract: WEB2.0 is an upgrading in both the technotology and ideology of Internet.Featured as individualistic and decentralized the concept focues on broad participation of users and universal communication.In WEB2.0 age brand crisis gets more uncontrollable and spreads in a “virus” way,which becomes a normal state to brands on the market.The key to better use of communication media in the WEB 2.0 age to construct a stable mechanism for crisis prevention is speed in choosing new media.The feeling of audience should als be primarily considered before a theme can be decided.

Key words: WEB2.0, brand, crisis public relations