How Managers Manage Crisis Public Relations

In recent years, many Chinese enterprises have encountered the crisis of product quality trust, such as San Yuan milk powder, tyrannoshi shampoo, Xuyi crayfish and so on, because the improper handling of the business enterprise eventually caused considerable loss.

The quality of products is not good. China It has always been an old problem, but in recent years, the product trust crisis has undergone new changes. In the past, it did not pay much attention to the brand, and the production of a product often liked in one place, so the product trust crisis finally turned into a regional bias.

A widely spread story is about Wenzhou goods. At that time, the development of the township economy in Wenzhou was very good, which attracted the attention of the central government. It sent a delegation to inspect the situation. The delegation visited some village run enterprises and found that it was really good. So everyone bought a pull rod suitcase and brought it home, which was very rare at that time.

When I returned to Beijing, it happened that it was raining. I could not draw the box when I was caught in the water. It looked like a strong box, and it started to disappear. So ordered a thorough rectification, so that the majority of local SMEs die. Even after the quality of Wenzhou's goods went up, the Chinese people's prejudices against Wenzhou goods still lasted for a long time.

With the development of economy, more and more enterprises begin to pay attention to brand building. The function of brand is largely to convey the information of product quality level, but on the other hand, if the brand is damaged, the loss will be greater.

In many cases, the brand crisis is not caused by the quality of its own products, but because of other unwarranted reasons, such as malicious competition among peers, sabotage and so on, but consumers can not tell all of them by themselves. Human instinct is to leave dangerous goods, which will cause a sharp decline in sales of goods in the short term, and how to eliminate the impact and restore image. This will test the ability of crisis public relations of enterprises.

After the crisis, enterprise Efforts should be made to do several things. The first is to take the initiative to shoulder the responsibility. Product problem is inevitable, and the key is the attitude of the enterprise.

In fact, in many cases, the main reason for consumers' dissatisfaction is the evasion and negative denial attitude of enterprises. In this case, the explanation is useless, because once the focus of public opinion is reached, the media will exert power to bombardment against enterprises. Therefore, no matter who is right or wrong, the enterprise should take the responsibility. Even if the victim has a certain responsibility in the accident, enterprises should not be held accountable first, otherwise they will hold their own views, deepen the contradictions, arouse public resentment, and are not conducive to the solution of the problem.

Next is ensure Unimpeded communication. Sincere communication is one of the basic principles of dealing with crises. At the very first time after the incident, the company's top executives should explain the situation to the public and apologize for it, so as to embody the corporate culture that is responsible for the enterprise and the consumers, and win the sympathy and understanding of the consumers. For example, the case of overlord shampoo, the company has been emphasizing that they have been deliberately hurt by competitors, but this set of remarks is simply not acceptable. Since some people say that the shampoo will cause cancer, we should look for cases of cancer caused by the use of our products throughout the country. Even if we find it, we can not say that the shampoo will cause cancer. Soon things will be calmed down.

Last is the first time to explain. In the Internet age, news will spread like a virus at the very first 24 hours of the crisis, and the society is full of rumors and speculation. The media, the public and the government are closely following the first statement issued by the company.

For the company's approach and position in dealing with crises, public opinion will always be immediately seen in the media coverage. Therefore, the company must act decisively, react quickly, act decisively, and communicate with the media and the public.