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"SMS Disaster" Highlights Crisis Public Relations

2008/12/30 16:53:00 41950

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"Tell your family and colleagues not to eat for the time being."

A mandarin orange

This year, oranges in Guangyuan discovered maggots like worms on the white beard after peeling.

Such a short message has spread rapidly among consumers since October 18th, resulting in a lot of unsalable oranges in Guangyuan, Sichuan. In Jiangxi, Hubei, Henan, Shandong provinces and other provinces, the price of orange has collapsed and sales have been shrinking.

According to the content of this short message, the Sichuan Provincial Department of agriculture later clarified that this kind of orange maggot, that is, the larvae of the fruit fly, is harmless to the human body. It only occurs in several towns in Guangyuan, and is effectively treated.

But consumers prefer to believe in the content of SMS, which does not buy information from the authority of government departments.

Citrus market

There has been a depression in recent days.

I am afraid that the problem is in "later clarification". This incident reminds the local governments: first, the public crisis management in the information age must be fast and pparent; two, the credibility of the authoritative departments needs to be improved.

In the era of Internet and mobile phone widely popularized, everyone can become the publisher of information, and the government can not monopolize information at all.

Unlike the traditional media such as television, radio and newspapers, the Internet and mobile phone messages are carefully propagated through screening and filtering. They are not divided into good and bad, true and false. They are pmitted by the speed of seconds and seconds between the public.

This new media is called "latent communication" by people of insight compared to the "spread of the Ming Dynasty" of traditional media.

It is a double-edged sword for the government and the public. It will play a role of appeasing the people and stabilizing the society. When the typhoon is in danger, the government will alert the public to prevent themselves and protect the security effectively through SMS and Internet.

On the contrary, once fraudulent, false or real content, but after the publication of the serious consequences of information issued, not only the public is confused, and the government is in a hurry and confused.

In 2006, "poisonous watermelon" and "poisonous bananas" of Hainan in 2007 are now "maggots orange" in Sichuan. All these rumors or rumors start from mobile phone messages or Internet.

Its propagation rules and social problems are worthy of the government's active response and dissemination of in-depth research in the academic circles.

The government should deal with the public crisis caused by bad information. First, we must be highly sensitive, comprehensively judge and act quickly, and eliminate the negative effects of bad information in the bud stage.

Maggot orange

"SMS is not a rumor, but a real thing. The local government departments did not start to be very vigilant at the beginning, fully assessing their hazards and clarifying them in time."

Maggot orange

"Incident" after the "milk powder" storm, it is more likely to cause consumers' cup like snake like vigilance.

The government's slow response is in action, that is, SMS messages that are spreading rapidly over the past 24 hours. It still adopts news conferences and other traditional means to eliminate the influence by means of traditional media. This is not fast enough. It is like cutting the meat with a blunt knife.

If at first time, through mobile, Unicom and other positive messages sent to the group, the effect can be better.

Two, the information of the authoritative departments of the government must be open and pparent. Such events as orange maggots do not need to be hidden, nor need to be denied.

The best way to spread rumors and rumors is to disclose the truth.

Maggot orange

The incident tested the credibility of the government departments.

In essence, the maggots incident is a public trust crisis in the government.

Now, from the central to the local, the media at all levels are reporting the "maggots orange" incident positively, trying to arouse consumer confidence, but the citrus market is still declining, which can not but cause deep reflection.

The government's promotion of credibility is not overnight. First, it is necessary to implement the regulations on the disclosure of government information in a consistent manner and create a pparent government.

Editor: vivi