What should enterprises do if they encounter a "public relations crisis"?

Every passing enterprise will experience some "crisis period" more or less.

For example, Afu experienced a fluorescent agent event,

It turned out that it didn't.

For example, the calf has just completed crowdfunding and experienced a very dangerous two-month delivery.

The reason is that electric vehicles are different from other intelligent hardware.

We need more time to be on the safe side.

It is very easy to tell stories after these experiences.

During the tuyere period, we feel powerless and afraid.

When we see many solutions to similar crises, they are either brain-dead or witty.

We gradually have some unified understanding:

1, the crisis can't be prevented if you want to.

Just like before liberation, China didn't provoke anyone, but various powers appeared one after another.

So when the crisis comes, it's like a low tide, and people who don't wear underwear become very obvious.

2. Brands that usually take time and money to build can really help enterprises win more opportunities at critical moments.

For example, this year's 3 15 party exposed imported food from Muji in nuclear radiation areas.

But Muji posted a notice every minute saying that all my products were compliant.

The same problem, put on China food enterprises, all the complaints become very weak.

3. It is true that many brands have found a turning point in the crisis, but ordinary enterprises have not established their own brands, and rashly seeking so-called entertainment solutions will become the target of public criticism.

With this knowledge, in recent years, enterprises have gradually listed a requirement for public relations directors in recruitment.

First, establish and improve the ability and mechanism of corporate crisis public relations.

So today we will discuss how to establish an effective crisis public relations system from scratch.

Friends who are familiar with my style know that I especially like to use mind maps to do case disassembly analysis.

Therefore, in this article today, after I have searched all kinds of crisis public relations solutions in Britain and combined with some cases in Zhihu,

Personally, I think the comprehensive crisis public relations solution.

Let's take a look together. The theme is as follows.

How to establish a crisis public relations plan

Content We are divided into several modules:

1, risk assessment

2. Think clearly about who the crisis public relations is for.

3. What specific work is worth preparing?

4. Crisis public relations, as one thing, is staged.

5, some specific work needs attention, such as caliber.

As for the risk assessment, the details are shown in the following figure.

For many bosses, in fact, whether it is the influence of crisis public relations or the solution to the problem.

Leaving aside the influence of emotions, it will become a question of accounting.

It may not be reasonable to say so. Enterprises really need to put consumers first.

But solving the problem and quantifying it into the company's expenses is actually a good way to help the boss solve things quickly.

After all, in the process of solving problems, the public relations director and the marketing director are the first handlers and responsible persons, and the boss often knows the situation in the follow-up.

So after the problem happens, the first responsible person directly tells the boss how the problem we are facing is progressing and how much it will cost.

Then the boss actually has a steelyard in his heart, which can quickly push things forward.

It's better than writing a report and giving it to the boss.

Then if you are not careful, the caution of the bosses will delay the time limit for solving the whole problem.

On the Internet, crisis public relations is actually telling you a new story. Unlike the first story you understood, I played the bad guy.

But to give you a new story, I at least play a really good person.

Crisis public relations is called crisis,

Many times it is to give everyone an explanation, not just the parties.

Therefore, the content of settlement and external voices are not limited to understanding, appeasing and resolving the parties.

The interlocutors of many means and solutions are actually bystanders with different interests.

Therefore, the plan must strive to further subdivide people at all levels, so as to have the opportunity to prescribe the right medicine.

Otherwise, you will be the last to get hurt.

There are many principles mentioned above, so what do we need to do in practice?

Disassembling problems and solutions are often similar to positive communication.

1, prevention first, eliminating the crisis in a small scope, this is the most advanced crisis public relations treatment method.

If there is no crisis, at least one quick solution to the problem is always much more practical.

2, a clear division of labor, let us face the crisis not like ants on hot bricks, is a good start.

Don't you see how many crises are caused by pig teammates?

For example, 20 16 was exposed by 3 15 when I was hungry. As a result, Weibo, a public relations employee who was hungry, publicly said that he forgot to renew the fee for CCTV. Although he deleted it every second, he also stabbed himself when he was hungry.

3. It is in line with the principle of positive daily communication to judge that different channels send different content.

Different media and channels have their own contexts and product characteristics, and natural information in SNS channels spreads rapidly.

Newspapers and TV are naturally a little slow, so publishing official information on SNS at the first time will make the media have more information updates that are biased towards enterprises, rather than fooling around.

I think of Lao Luo's usual reply here: the media is not easy, and it is normal to write any manuscript. ...

4. In-depth study on the discussion of the current situation on the Internet, and formulate corresponding solutions.

In fact, many times, the crisis is tantamount to a quarrel between the parties:

Let's simulate that most daughters-in-law accuse their husbands: Are you wrong? What's wrong! How are you going to change in the future!

Different from this traditional model is the influence of the parties themselves, and the number and degree of potential groups affected by brands and events are different.

This reminds us of the inability of orchards in JD.COM and Tian Tian to solve the problems faced by writer Liu Liu and national husband Wang Sicong.

It is inevitable that a tree will attract the wind. On the other hand, in the face of similar accusations, Ali solved it very professionally and appropriately. Crisis public relations, as an event, has a beginning and an end in the final analysis.

Public attention to similar incidents is really short-lived.

Of course, this does not mean that it is effective for enterprises to bury their heads in ostriches.

More importantly, this means that a company has a very limited period of time to gain consumer recognition.

Most people who are silent will skim through such events quickly.

Therefore, if the enterprise does not make efforts to let the potential consumers who look fast see the attitude and solutions in a short time during the whole rising process.

So there are so many similar products on the market, you will definitely feel the intuitive pain of consumer loss.

Let's first look at how to arrange the corresponding actions in several stages of crisis public relations through brain map.

Several stages of public relations treatment of systematic reading crisis. Let's look at some specific implementation details.

And many companies' textbook solutions.

Personally, I especially like the solutions of Phoenix Legend, Ling Hua and Netease.

Of course, these methods can only be used as a reference.

But we can't copy all the crises directly.

Entertainment solutions are easy to shoot themselves in the foot.

Of course, China people actually like this witty answer.

For example, Ji Xiaolan, whom we have been exposed to since childhood, is witty and dry, and Zhuge Liang is witty and even Soochow;

For example, Premier Zhou, whom we are particularly proud of, answered questions from world journalists.

People worship all kinds of great gods.

However, if this kind of incident falls on you, you must think clearly in advance whether you are Zhuge Liang or Wang Situ in the story. This article ends for the time being. You are also welcome to share your understanding of crisis public relations in the message or group.

Or what similar incidents you have encountered and how to solve them.

The high-definition version of the brain map can be found in the fox's paid materials, and the compressed version here is slightly unclear.

Wang Weichen, who shares knowledge of marketing dry goods irregularly, often dismantles film marketing cases. The official account of WeChat: Xia Fox says e-commerce and film marketing.