What are the public relations methods for enterprises to deal with the network crisis?

The two most common crisis public relations:

First, traditional crisis public relations.

Just as the amplification of crisis events cannot be separated from traditional media, the implementation of crisis public relations also needs the help of the media. Because the "clarification" and "correction" made by enterprises to crisis events can only be known to the public through the media, and it is possible to reverse the unfavorable situation. Push straight. Com crisis public relations company believes that in this process, the clever use of communication skills will play a vital role in calming the crisis as soon as possible.

In the shortest possible time, show your attitude in time.

According to the "24-hour rule" of crisis public relations, enterprises should announce the results within 24 hours, otherwise it will create an information vacuum and lead to various misunderstandings and speculations.

The communication principle of crisis public relations should be rapid and accurate, so there are two time choices: the first time when the crisis occurs and the time when the truth of the crisis comes out. After the crisis, enterprises should quickly make their own judgments, define crisis events, and determine the principled stand, scheme and procedure of corporate public relations; Timely appease the victims of crisis events to avoid the deterioration of the situation; At the same time, in the fastest time, briefly explain to the news media the crisis situation and enterprise crisis management measures, clarify the position and attitude of the enterprise, and strive for the trust and support of the media. Avoid a misunderstanding: try to avoid meeting the media before the truth comes out. In fact, even without contact with the media, the media will fabricate various reasons to speculate that the escalation of many domestic crisis storms is the result of not controlling the spread of unfavorable information in time.

Pay attention to persuasion skills, choose sources with high credibility, and eliminate the crisis of public trust as soon as possible.

Hovland, the pioneer of communication studies, found from a large number of empirical investigations that the higher the credibility of news sources, the greater the persuasion effect; On the contrary, the lower it is. Although we can't ignore the existence of dormancy effect, when the crisis occurs, the public is eager for authoritative information. When people calm down and think about the whole process carefully, maybe the crisis has passed. Even if the crisis has not been eliminated, the voice from authority has at least calmed the mood of a large part of people and won temporary stability for the implementation of other programs. Therefore, it is also an indispensable part of crisis public relations to seek the support of relevant industry authorities and authoritative organizations and issue favorable opinions or test reports in time.

In addition, in the process of dealing with the crisis, the timely appearance of senior leaders of enterprises also plays a great role in alleviating the crisis, especially before the crisis worsens. For example, in the crisis public relations of the Belgian Coca-Cola poisoning incident in mid-Kloc-0/999, the Coca-Cola Company sent a public relations team headed by CEO Wallace to deal with the crisis. In the news release activities, the appearance of high-ranking figures will strengthen the favorable impression of the media and the public on the responsible attitude of enterprises, and it is also easy to make commitments as soon as possible before the crisis worsens and change the development direction of the situation. For enterprises, the appearance of senior management figures makes the effect of crisis public relations communication more prominent and plays a key role in promoting the crisis handling process.

Unified caliber, only one voice can be made externally.

In times of crisis, learning how to maintain the brand of an enterprise will easily lead to information confusion within the enterprise, which is not conducive to the formation of effective crisis communication, so it is an inevitable result of the situation to form a unified external communication voice. The spokesman is responsible for communicating with the outside world. Only through his voice is the final decision of the enterprise and the content to be disclosed to the news media. Others can never express their opinions on behalf of the enterprise at will, and can only maintain and obey the authority of the spokesperson. Especially in the face of news media, we must release public relations information timely, accurately and consistently according to the needs of enterprises' external publicity, and form an effective external communication channel. This can avoid the disorder and confusion of external publicity and possible public suspicion when the crisis comes, and facilitate enterprises to control the spread of crisis public relations information.

According to the crisis process, carefully select the media to contain the crisis quickly and effectively.

Media selection is another detail that determines the success or failure of public relations in corporate media crisis. According to the size of the incident and the severity of the crisis, the choice of media also has different ideas. The anti-crisis ability of large international enterprises is generally stronger than that of domestic enterprises, and even if a crisis occurs, it seems to be handled with ease. Dupont Company showed superb skills in dealing with Teflon crisis in 2005, especially in the aspect of media selection, which truly showed the elegance of a large multinational company and was a model for domestic enterprises to learn.

Media selection is another detail that determines the success or failure of public relations in corporate media crisis. According to the size of the incident and the severity of the crisis, the choice of media also has different ideas. The anti-crisis ability of large international enterprises is generally stronger than that of domestic enterprises, and even if a crisis occurs, it seems to be handled with ease. Dupont Company showed superb skills in dealing with Teflon crisis in 2005, especially in the aspect of media selection, which truly showed the elegance of a large multinational company and was a model for domestic enterprises to learn.

When some media paid attention to the Teflon incident and the crisis was still in a latent state, DuPont took the initiative to fax the technical data, relevant certification materials and DuPont's attitude towards the incident to every reporter who had reported the Teflon news incident, hoping to control the further deterioration of the situation and resolve the crisis in the bud. However, the domestic media has just experienced the "inferior milk powder incident" and has shown unusual concern about this kind of thing.

When many domestic media rushed to follow up the Teflon incident, DuPont began to realize that the incident had changed. As a result, DuPont began to use the fastest modern media force-network, and the executive deputy general manager of DuPont (China) and the technical manager of DuPont (China) Fluorine Application Products Department visited the online chat room of Sina. com, and used the characteristics of fast and wide spread of online media to conduct online public relations. Overnight, the content of his chat spread all over the internet.

All-round attacks by well-known domestic media such as CCTV, Xinhua News Agency, Southern Metropolis Daily, Beijing News, China Business Times, Beijing Youth Daily, Guangzhou Daily and Yangcheng Evening News made DuPont occupy a more favorable position in the incident.

On July 20th, DuPont held a press conference in Beijing, which was the most critical and largest attack of DuPont after the last round of crisis public relations. More than 50 media from all over the country/kloc-0 were invited to attend the conference, which was very powerful. The presence of Cha Brown, President of Dupont China, and technical experts of fluorine products from Dupont headquarters once again sent a message to the outside world: the cookware coated with Teflon non-stick pan does not contain PFOA, and DuPont products are absolutely safe!

At this point, DuPont's media crisis public relations for this "Teflon" incident came to an end.

Looking back on the whole incident, we can clearly see DuPont's ingenuity in choosing media, from which we can sum up the tricks of choosing media when conducting media crisis public relations, that is, highlighting the importance of enterprises with authoritative media, deepening the influence with influential local media, and rapidly expanding the cognitive surface with the network.

Second, the network crisis public relations

There are various means of network crisis public relations, but the crisis public relations that deceives the audience will ultimately hurt the customers and the public relations company itself. This spiral makes a lot of noise, making some things go up and others go down. But it is silent.

1973, after the German election and a series of opinion polls, Elizabeth? Nell Newman published "Returning to the View of Mass Media Power" and put forward the concept of "silent spiral".

Newman found that most people have a convergent mentality when making choices with their own attitudes. When a person's point of view deviates from the idea of his own group or surrounding environment, he will feel lonely and afraid. As a result, they will give up their views, gradually become silent, and finally change the direction of support and identify with the dominant groups and advantages. This process constantly strengthens and promotes a dominant opinion and establishes it as the main opinion, forming a spiral process. For politicians, this spiral means a national artifact under a democratic system; For businessmen, this spiral means profits and money in a market economy.

In the Internet age, some measures to control and change the "silent spiral" of the Internet are called "network crisis public relations".

Delete posts to stop the spread of information on the Internet.

In the pre-Internet era, it took a relatively long time for an event to spread to the whole country through the media and have an impact. The spread of information is one-way, and the speed of crisis public relations can often catch up with the spread of events. In the era of WEB2.0, the dissemination of information is three-dimensional, and the audience can search through search engines, or discuss their own crisis information on BBS and their own blogs.

Some researchers call this speed of information transmission "viral transmission" of terror. However, the traditional crisis public relations methods, such as trying to achieve the goal of "cleaning up the roots" by holding a press conference, seem to be inadequate.

The first technical means of network crisis public relations is to control the possibility of crisis expansion by reducing the relevant information on the network.

Cut off the search engine

If the network public relations reaches out to the link of the search engine, the audience will not even open "The page you searched for has been deleted".

Information dissemination in the WEB2.0 era depends largely on search engines. Search engine is the assembly place of all websites. Netizens get the same keyword information from other sources through search engines.

The number of query results that a keyword can find on a search engine directly refers to the popularity and attention of this keyword on the Internet.

Split search engines don't have to deal with search engine operators like Baidu or Google. Another means, through the public relations portal, can also lead to the search engine can not search some web pages, thus achieving the purpose of reducing some web pages from being seen by the public.

Forward information

Deleting manuscripts, including cutting off search engines, is a low-tech public relations method that some small public relations companies like to do in the network crisis.

In some people's eyes, another online marketing method that needs to be called SEO is a more hidden online crisis public relations skill. The so-called SEO, that is, search engine optimization, that is, search engine optimization, public relations companies can rely on their good relations with search engine operators to put forward the positive information of customers and put back the negative information.

Human flesh shooter

Cutting off the search engine to curb the spiral rise is a passive defense method to some extent. Because of its great aggressiveness, the crisis may still get out of control. This requires a proactive network public relations model.

In an interview with foreign media, the staff of a public relations company revealed that they often hire some college students to post to create the voice they need. "Through forums and blog promotion, at least 50 articles are published every day. Each post is about one yuan. " On the Internet, people call this a "gunman".

Murder will out. Admit the facts.

No matter what kind of network crisis public relations means, it can't make up for the major mistakes of the enterprise's own operation. Not avoiding, not shirking, and being serious and responsible are the core of crisis public relations. Starting from honesty and being responsible for consumers is the attitude that can win people's trust and the real solution to the problem.

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