Before Crisis Public Relations, Please Clarify The Crisis Level.

When enterprises face

According to the degree of influence on consumers' interests (attention is based on the consumer's position, rather than by the subjective position of enterprises), the crisis is divided into four grades: "small plot", "minor plot", "serious plot" and "bad plot", representing the severity of the impact on the enterprise.

1. the plot is very small:

The actions of enterprises are contrary to the moral standards recognized by the public, but they do not pose a direct threat to consumers.

Consumers, as a moral citizen, condemn the behavior of enterprises and form a topic of discussion in a certain period of time. If they are mishandled, they will reduce the image of enterprises in the minds of consumers.

The solution is more flexible. If we clarify the situation to the public in time, we can also consider playing the role of the victim who has been slandered.

Example: crisis public relations caused by the Christian labor union due to the Da Vinci code.

Trade unions are a relatively conservative independent organization of Christianity.

When the "Da Vinci code" was popular all over the world, many readers thought the novel was a true story because of the suspense and rigorous reasoning in the novel.

The nature of the Christian labor union, which plays evil forces in the novel and tries to destroy Jesus's blood, is questioned by many readers because of the description of the novel.

Let the trade unions fall into the public's query about the organizational character and style of action.

The response of the trade unions is to open all offices around the world to the media and clarify the facts by the media.

Then, through the media voice, I hope the author of the Da Vinci Code Dan Brown and the film and television company can tell the public that the plot is fictional.

As a victim, only a low request is made to the perpetrator.

And when the masses understood the actual situation, they also eliminated the misunderstanding of the previous trade unions.

2. minor circumstances:

The publicity of products is too exaggerated or untrue to consumers, but it does not hurt consumers.

This kind of crisis event has more direct contact with consumers than the previous level, and it will not hurt consumers. But consumers may accept the propaganda that the producers are not honest and exaggerated, and the enterprises are suspected of deceiving consumers.

At present, commercial society is full of false and fraudulent propaganda, but only a small number of people enter the field of public discussion because most of their competitors are behind the scenes.

Such crises will not have a fatal impact on the operation of enterprises, but improper disposal will result in the loss of products sold in crisis.

The disposition of this level should immediately stop the deceptive behavior of the enterprise, shift the focus with the publicity of the product advantage, and issue a quick and short apology statement. If we can find evidence and grab behind the scenes, we may also expose the third party, establish the image of our victims, and effectively fight back the competitors.

Example: Kangshifu mineral water source door

Kangshifu mineral water broke out the water gate in 2009. The media claimed that the mineral water source used by high quality water source is the tap water, and the water production cost of 1 yuan / bottle is only 1.5 points / bottle.

It opened the prelude to the public trial of Kangshifu.

Originally, because of this problem and at the end, it was suspected of injure the health of consumers, and from the consumer point of view, "the plot is slight", so at that time, we simply apologized for the removal of the water source part of the advertisement, and then emphasized the safety and technology of the production process through the media to shift the focus of the consumers tactically.

However, Kangshifu tried to pull other brands into the battlefield, saying that many other brands used city tap water to make consumers see an unrepentant corporate image.

Fortunately, Master Kang controls the development of events in the short term. Through the endorsement of product quality endorsed by CCP on CCTV and controlling the spread of the situation, the situation was controlled within two or three weeks, and consumers in prefecture level market and county level market did not even know such a thing.

To grasp the principle of fast, to deal with it quickly and control its spread is an important principle in dealing with crisis.

3. serious circumstances:

The product service of enterprises has obviously threatened the interests of consumers, and may cause harm to consumers at any time. The cases of consumers being hurt have already appeared, but the situation has not spread.

The cognition of crisis enterprises and consumers at this level is often inconsistent. If a company stands on its own perspective, it will lead to a serious misjudgement and make a wrong PR strategy, resulting in serious consequences.

Enterprises should set a consumer level to determine the level of crisis and the worst possible impact on the company.

Once identified as a serious level, the company should contact the authoritative third party immediately (various quality inspection organizations) for help.

With the help of authoritative organizations, we will investigate the causes of the problems and release the progress and results of the investigation in a timely manner.

At the same time, if the company has positive compensation for serious consequences due to product problems, the purpose of such crises is to rebuild consumer confidence in products.

The day before yesterday, a primary school pupil drank Mengniu student milk poisoning, which belonged to this crisis grade.

Example: Shuanghui lean meat essence event:

Shuanghui lean meat essence incident occurred, Shuanghui began to cut with events, and sprinkled the responsibility of farmers. Later, it was called "acting as a victim" in the generation of farmers, and later held 10000 people's apology conference and public landfill products.

The whole process has no theoretical logic. It feels like trying to explore the bottom line of consumers' psychology.

As time goes on, the topic has become a topic of discussion among consumers. Shuanghui will pay a heavy price for it.

For Shuanghui event, because lean meat essence does not cause too much harm to the human body, the incident will not cause immediate and serious harm to consumers. The level of events should be classified into third levels, and the strategy can be exported. It can cooperate with the State General Administration of quality supervision, inspection and quarantine (or more weighted Wei), check and correct itself in the whole company, timely announce the progress and results of the investigation, and find that when one of the factories fails, the factory will be shut down and shut down.

Make an apology to consumers in time, and control the problem within 2-3 weeks and avoid becoming a topic of discussion among consumers.

Rebuild consumer confidence in products through their own attitude towards crisis.

4. bad circumstances:

The damage has been produced, and the injury to the public is no longer a case. The situation is beginning to spread.

This is the highest level of enterprise crisis. In the case of non natural external forces, enterprises with such a category of crisis generally have serious problems in their management, and the enterprises concerned are unable to deal with them again.

The Tokyo power company, which is facing the collapse of the crisis, Sanlu milk powder and the Fukushima nuclear accident, which faces a huge compensation of $120 billion.

Once the crisis level is identified as the most serious "bad plot", the business owners should be prepared to put their lives to death and make preparations for their afterlife. First, they should actively compensate the victims who have already been born, and at the same time, punish themselves with the greatest degree, and cooperate with the authoritative departments to investigate the incident and make the whole process pparent to the public.

Only by understanding the public and the excellent internal management ability of enterprises can they survive.

Example: Sanlu trimer hydrogen amine incident

The tripolyamine event has caused bad effects in the society.

At the beginning of the crisis, Sanlu milk powder still chose to try to conceal the truth in knowing the cause of the incident and the possible consequences.

When the incident continued to burn, the truth of the incident was gradually revealed in the media's endless pursuit. Sanlu also lost the opportunity to take the initiative to admit the mistake and be forgiven by the consumer.

The incident continued to burn for 8 months, and Sanlu was shut down when things were completely out of control.

When an enterprise is facing a crisis, it can not control the event for a certain period of time, and when things are not handled properly, things get out of control.

A slight crisis will also have a serious impact on enterprises and even raise the level of crisis.

The above four levels of crisis classification can help enterprises establish the severity of the crisis at the first time, and help to formulate corresponding strategies.