The Congress Of Shuanghui People: Three Major Mistakes In Crisis Public Relations

On the morning of March 31st, Shuanghui The group held a meeting of ten thousand people in Luohe stadium, Henan. When I see the news headlines, I am looking forward to what will happen to Shuanghui's crisis public relations. Looking closely at it, Shuanghui's 10000 people apologized for the crisis public relations already on micro-blog.

Pinyin Oolong incident

On the background board behind Bandung, Shuanghui's Pinyin should have been "SHUANGHUI". As a result, the public relations company made a mistake of "SHAUNHUI". The day before April Fool's day, a joke was made to the consumers ahead of time. In the spotlight, Pinyin errors became a hot topic of discussion on micro-blog. Some people think this is a successful hype, user Daxiao wrote:

Shuanghui people's Congress, Pinyin error is not a laughing matter, is a successful case: that the promotion and promotion work has been successful. This is the focus of the conference planning. The letter is wrong, it can be modified, and it has been apologized. How did many media fail to find it on that day? Do not keep your eyes on the problem, pay close attention to the efforts and arduous process to solve the problem. Shuanghui needs the supervision of the media. We need everyone to understand and give you a chance!

Briefing online TheBrief believes that if this is deliberate, it is a risky move and ultimately depends on consumer response. But it is unquestionable that this move seems to have shifted the attention of consumers to some extent, but it has undoubtedly affected the sincerity of apology. Presumably the idea of ten thousand people's Congress must come from some master planners, but the mistakes made in detail will undoubtedly greatly reduce the effectiveness of this crisis public relations.

enterprise public relations Whose relationship is it?

Because there are representatives of middle and upper levels of Shuanghui group, representatives of suppliers and distributors, responsible persons in charge of the local industrial and commercial, health, animal husbandry and other related units, more than 30 investment representatives of Shuanghui group, more than 30 domestic media reporters, and 23 people from 23 banks at home and abroad, such as CCB, China bank, HSBC and so on, but no consumer representatives attended.

The theory of stakeholder is put forward by Freeman, a western economist. He thinks that compared with traditional shareholder supremacy, the theory holds that the development of any company is inseparable from the input and participation of all stakeholders, and the pursuit of the overall interests of stakeholders is not only the interests of certain entities.

Who is the public relations object of an enterprise? It should include consumers, shareholders, government, suppliers, distributors and so on. What does the absence of consumers mean at the conference of ten thousand people? It is for consumers to apologize, where is the consumer? In March 15th, Shuanghui developed its stock price limit, and the market value evaporated 10 billion 300 million yuan. Since March 15th, it has affected sales volume of 1 billion 500 million yuan; the direct loss of Jiyuan Shuanghui processed meat products and fresh frozen products is estimated to be about 30000000 yuan; due to the inspection of "lean meat essence" to transform the pig head, it is expected to increase the detection fee by more than 300 million yuan throughout the year, and the brand reputation has been greatly hurt.

According to reports, Shuanghui's 10000 apology conference, in name, is an apology to consumers, but to a greater extent is to appease dealers and stabilize investors.

Perhaps in Shuanghui's view, the most important thing in the crisis public relations is the government departments that can approve the papers, the banks that can lend money, the shareholders who invest, the dealers who provide the money, and the vacancy of consumers. No matter what kind of consideration the Shuanghui is for, it will be uncomfortable for the consumers to feel the coming.

Long live dealer

Micro-blog broadcast live at the Shuanghui million workers' conference. At the scene of the conference, many dealers applauded the speech of Bandung and nomads, and the slogan of the distributor, "long live Shuanghui", expressed its support for Shuanghui. {page_break}

According to yesterday's micro-blog, "Shuanghui employees and distributors have made a stand, the atmosphere has reached a climax, dealers are very excited, Liaoning Yingkou dealers shouted four" long live! Long live Shuanghui! "

This hooray is amazing! Shout thunder people!

Micro-blog user @ Meng pen Sheng:

　　 crisis A strategy for public relations is to shift the public's attention as far as possible. However, the convening of the "ten thousand people congress" once again focused on the public view. Especially at the venue, shouting "long live Shuanghui,"

When do we ask the people to put the people first? When will they shout "long live the people"? When the enterprise really has the awe of consumers, will there be lean meat and melamine?