Reputation Early Warning And Crisis Response In Reputation Management

For any enterprise,

The development of the Internet has opened the era of "self media" in Chinese society. Under the supervision of a highly pparent and all-round enterprise, the reputation of the enterprise has been established.

Early warning of corporate reputation: it is urgent to guard against crisis.

In March 15, 2011, many industry chiefs in the 3. 15 evening party "black" list title, so that hundreds of millions of consumers such as thunder.

The first heavy bomb was thrown into the Kumho tire of one of the world's ten largest tire manufacturers. As the first Kumho in China's domestic supporting market, it was used to replace the 3 to 1 industry. The Gome, which has long been active in the media layout, was also referred to as its employees who took the cash gifts from consumers' gifts and cash gifts on holidays, and even borrowed the old policy of household appliances to replace the national subsidy funds by buying old appliances and embezzling consumer identities.

No matter because of product quality, operation means, or industry morality, all the industry heroes who are deeply in jail are hard to break through the reputation of life and death.

Once the enterprise crisis is triggered, the negative impact on the enterprise will be enormous and painful. In this world of commercial competition, which is full of gunpowder, the crisis of enterprises may lead to the whole body at any time, triggering the whole industry's turbulence and earthquake.

China's economic and social development is undergoing a pformation period, and the interests of society are becoming more complex. Various deep-rooted contradictions and problems are increasingly prominent.

With the gradual penetration and development of the Internet, the Internet is becoming a public opinion channel of interest expression, emotional catharsis and ideological collision with its unique freedom and interaction.

For Chinese enterprises, the era of free and open new media also marks the full arrival of the crisis of reputation crisis. How to prevent crisis becomes a compulsory course for enterprises.

In the era of pparency management, corporate reputation management will be a new topic of the market, besides brand culture construction, product quality control and consumer service system.

Blind spot of corporate reputation:

Heavy product sales, light crisis prevention

Corporate reputation refers to the degree of trust and admiration that an enterprise obtains from the public, and the extent to which an enterprise influences the public.

Corporate reputation management is the creation and maintenance of corporate reputation. It refers to the modern management method of establishing and maintaining the trust relationship with the public through the means of reputation investment, communication and so on. The core of reputation management is the compliance and performance of corporate social responsibility.

In terms of corporate reputation management and construction, multinational enterprises tend to be more forward-looking and more willing to invest for a long time than local firms.

Johnson can win the global pharmaceutical market after frequent "recall". KFC's fast food sales can still lead all the way after the Sudan red event, and no one will worry that Apple's poison door will spread to iPad 2 in China.

Numerous cases show that a company with a good reputation is more likely to attract talents, cultivate higher loyalty, increase customer confidence in products and services, establish higher customer loyalty, help enterprises maintain long-term excess profits, and build market entry barriers, resist competitors' entry and consolidate the competitive position of enterprises.

More importantly, when a business is in crisis, good corporate reputation can help enterprises restore public confidence in the shortest possible time and make the brand reoccupy the market.

As Collins, a professor of management at Stanford University, pointed out in his book "evergreen", a forward-looking company is a long-term performance investment, and reputation management is an important part of a company that shows considerable resilience and resilience, spanning decades and centuries.

Indeed, compared with many international brands, it is always possible to skillfully tide over dangerous markets, and to turn crises into business opportunities. Coping with crises is often the fatal weakness of local enterprises.

In July 2010, the "two oxane incident" made a surprise attack on the overlord, but the incident soon became clear. The Guangdong Provincial Quality Supervision Bureau issued a new test report and set the tone in the official name: the two oxane content of the overlord is safe.

However, for the market and consumer confidence, the quality supervision department's report is not a life-saving medicine, and can not revive consumer confidence in a short time.

The product is non-toxic, but the toxicity of the brand reputation of the enterprise is enough to make the "Iron Lady" CEO Wan Yuhua's imperial Empire suffer a fatal blow.

The reputation crisis that led to the failure of the overlord's horse is mainly manifested in three aspects:

The reputation of the spokesperson has subsided and the brand trust has been tied up.

Jackie Chan has a very high profile, but his endorsement product has been repeatedly damaged by fraud, excessive publicity and exaggeration.

Because of this, when Jackie Chan's endorsement is equal to the false endorsement, it has caused a double negative impact on both the brand of Jackie Chan and the endorsement.

Emphasize advertising and promote corporate reputation.

As the overlord of advertising, he did not establish consumer trust with good public relations activities, and did not fulfill the social responsibility to establish brand reputation, and failed to establish a national media relationship of value recognition.

When the crisis suddenly strikes, enterprises with low pparency, poor media relations and bad brand reputation are bound to be greatly affected.

One way thinking dilemma leads to crisis missteps.

In the ranking of crisis coping strategies, social interests and corporate interests are reversed, and enterprises are shirk their responsibilities.

In this way, the official certification of products "non-toxic" also can not obliterate the public's resistance to the overlord brand.

To cope with the crisis, the international brand can take up the "death free gold medal" again, and the local enterprises can only get the "death order" of the market. Without doubt, the strategic management imbalance of "heavy product market development, light brand reputation construction, heavy product sales, and crisis prevention and response" has become the real vulnerable heel on the Chinese enterprise Changqing Road.

Corporate reputation crisis: three party failure, six ring deduction

Western proverbs show that crises are like death and taxes, which are inevitable for society and organization.

With the advent of the era of pparency, social media has become another source of corporate crisis.

Overlord CEO Wan Yuhua once sighed, "why is it so difficult to do business in China?"

Indeed, no enterprise dares to ignore the fatal trap of reputation crisis.

The epitaph of the disastrous people who have been forgotten by the reputation crisis tells us that once the corporate reputation crisis happens, it will cause a great blow to Chinese enterprises. There are three main reasons: {page_break}

The history of brand is weak.

Compared with the strong crisis of the brand culture that has existed in a hundred years' international brand, the domestic enterprises often lack the most important historical accumulation. Once the crisis hits, the local enterprises that only seek fame and fortune can only go to the market.

Brand management ability is low.

Behind the international brand is a perfect management mechanism. Even if the brand problem occurs, it can quickly control the impact of the crisis, thus avoiding the crisis to radiate the entire enterprise operation.

But behind most of the local businesses is the brand black hole caused by the absence of management.

Brand reputation strategy is absent.

The international brand emphasizes the long-term development orientation, pays attention to the reputation construction of brand reputation, reputation and loyalty, and fundamentally reinforces the enterprise's ability to resist risks.

China's local enterprises seem to be accustomed to short-sighted behavior. When the crisis hits, the lack of reputation strategy makes the money Empire created quickly and quickly.

How to get out of the strategic misconception of local enterprises?

Paying attention to corporate reputation will become a Noah Ark for Chinese enterprises to become bigger, stronger and longer lasting, and ultimately to turn danger into success in the market melee.

For corporate reputation, Charles Veblen, a professor of stern business school at New York University, who has long been committed to the study of corporate reputation, believes that the company's reputation consists of 6 aspects:

Emotional appeal.

This enables people to love, admire, or trust a company emotionally.

Products and services.

The products and services produced and provided by the company are of high quality, innovative, reliable and valued by customers.

Financial performance.

The company provides investors with satisfactory returns, and there will still be prospects for sustained returns in the future.

Vision and leadership.

The company has a clear vision and vision for the future, and has a strong leadership to achieve that vision.

Working environment.

A well managed company with first-class employees is a desirable workplace.

Social responsibility.

The company is a good corporate citizen, spare no effort to support social justice and protect the environment.

The above six aspects will form a chain of corporate reputation chain. Any mistakes in any link may cause the reputation of the whole enterprise to break down.

Corporate reputation management: crisis prevention, strategic shield

Reputation management, like personal growth, will be a process of enterprise's accumulation and necessity. What plays a decisive role in this process is not what the enterprise has said, but what actually has been done and whether it is consistent with what is said and done, and the consistency of words and deeds runs through the company policy and various business behaviors.

Reputation management itself is an organic whole.

Charles J., a famous American scholar, pointed out in his book "reputation and wealth" that improving fame, shaping uniqueness, establishing credibility, maintaining pparency and consistency are five important principles for an enterprise to carry out reputation management.

The principle of publicity.

Lippmann once put forward that "cognition is reality" in the public opinion. It is also applied to the reputation management of enterprises as the truth of the Western press.

For enterprises, it also needs a "Mimicry" market environment based on popularity, that is, to enhance the brand equivalence of good corporate reputation in the minds of consumers with high reputation. Once consumers recognize your brand through mass media, they subconsciously believe that it is recognized by the market and the public. It is a product and service worthy of my trust.

In the management of corporate reputation, popularity emphasizes the construction and maintenance of brand reputation. International famous brands have accumulated rich reputation in the decades and even hundreds of years of market operation, and have established a very high reputation and have strong brand influence.

McDonald's, which represents the fast food culture of the United States, or the loyalty of Coca-Cola, which symbolizes the national spirit, can not be achieved by any local enterprise that is advertising everywhere and only focuses on the pursuit of fame and fortune.

Why do consumers choose iPhone instead of copycat Hiphone? For enterprises, reputation is fame, reputation is trust, trust is choice.

The principle of uniqueness.

The strong reputation of an enterprise lies in its unique and irreplaceable position in the hearts of various stakeholders.

Positioning has repeatedly stressed that "avoid confrontation with market leaders. If you are not the first market entrants, create a category to make you the first" rule.

Indeed, being the first is better than doing better.

The competition era of "preemptive pronoun" has been roaring.

After entering the Internet era, China's industry leading consciousness is particularly important after entering the Internet Era: Chinese users mention IM, and always think of QQ first; when it comes to search engines, they think of Baidu; micro-blog is Sina micro-blog.

Indeed, the Chinese market has entered the stage of positioning competition by product competition and image competition. The commanding height of brand competition lies in the establishment of equivalence between category and brand, that is, reputation management with brand uniqueness.

The principle of honesty.

The corporate image of corporate social responsibility is like the back garden of an enterprise. It is careless to manage. The spark of the garden will destroy the entire business empire with a prairie fire.

On the contrary, successful responsibility creation and reputation management can add a touch of humanistic spirit to the original mechanical business operation.

Local enterprises pay more and more attention to reputation management. Wong's "100 million ban" incident is difficult to wipe out the traces of public relations hype. However, its strategic success lies in the shaping and promotion of the image of "corporate integrity": public concern is always what you do, not what you say, and 100 million of the value of actual action will always exceed 10 billion of the empty public welfare.

Meanwhile, the central enterprises began to publish their performance reports at the end of the year, and released the social responsibility report. China Mobile is the first enterprise in the central enterprises to issue CSR reports.

In the era of pparency management, the soft power of integrity and sense of responsibility can be seen in the whole strategic system.

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The principle of pparency.

The focus of corporate pparency management is to build an effective dialogue system, which emphasizes the two-way dialogue between the enterprise and the public.

Aristotle defines three major prerequisites for effective dialogue for future generations: mutual trust, emotional blending and rational logic.

It can be seen that emotional dialogue will be more important in dealing with the crisis of reputation.

In November 2010, nimesulide, a drug used in Kang Chi children's antipyretic medicine, was highly likely to cause damage to the central nervous system and liver.

After the crisis, Kang Zhi replaced the public's expectation of emotional dialogue with no amount of factual testimony.

As a market economy person, it is understandable to disclose the truth of the incident in real time and clear the enterprise. But in the face of unfamiliar consumers, the civil war or industry standard is not the focus of attention, and how to solve the drug safety problem that has been exposed is the urgent task of the enterprise.

Before the media exposure of the electricity company ordinary meter reading staff annual salary of one hundred thousand news, also sparked strong public criticism of the national Power Grid Corp and resentment.

From this perspective, for a large central enterprise in certain fields, it is an effective way to reduce the outsiders' untruthful speculation on the enterprise by properly maintaining enterprise pparency, strengthening information exchange and interaction with the public and the media, and building a long-term value dialogue mechanism.

Consistency principle.

Enterprises should coordinate with each other in the actions and exchanges of various stakeholders. Departments should not act independently and convey inconsistent information to the public, so that they will not know what to do and damage the credibility of the enterprise.

In the crisis of American purple clay pot, business managers should reflect on the weakness of product quality and reflect on the fatal weakness of their departments' strategic differences.

Responding to the crisis, the public relations department, as a market defender, resolutely chooses to be frank and open, and accepts unconditional return.

From the perspective of corporate strategy, the strategy of crisis response is only based on the interests of the Department itself, but it does not see that it has caused the loss of reputation value.

Crisis response: how to build a crisis defense system

Countless painful facts tell us that for any enterprise, whether big enterprises, small businesses, multinational enterprises or local enterprises, the crisis is a normal rather than an accident.

Therefore, how to establish a perfect crisis internal coping mechanism to build an effective crisis shield to guard against the danger of latent crisis and reduce the degree of trauma of the real crisis is very important for the development of enterprises.

Crisis prevention: establishing an internal crisis defense system

In the process of business operation, whether it is a big crisis or a small crisis, both external and internal crises are lurking around, and the emergence of crises is something that may happen at any time.

The important thing that a great enterprise should do is not to expect the crisis not to happen, but to establish an excellent crisis public relations handling system, so that enterprises can control the proliferation of the crisis and reduce the negative impact of the crisis on the brand when the crisis happens.

The sooner an enterprise recognizes the threat, the sooner it can take appropriate action, and the more likely it is to control the development of the problem.

From the successful experience and failure lessons of domestic and foreign enterprises in coping with crises, it can be concluded that preventing crisis is a powerful weapon for enterprises to resist crisis.

1., establish a sense of crisis: to cultivate the sense of hardship of all employees, leaders of enterprises must first have a strong sense of crisis. They can make crisis management work before the crisis comes to reality, and prepare for organization, personnel, measures and funds for enterprises to cope with the crisis.

2. establish permanent institutions for crisis management.

It can be composed of the following persons: the person in charge of enterprise decision making, the head of public relations department and the head of other major departments.

These members should ensure their smooth access channels.

When the crisis occurred, the agency naturally pformed itself into the core of crisis leadership.

3., establish a crisis warning system.

Enterprise public relations crisis is caused by problems in the internal and external environment of enterprises. Therefore, before the outbreak of the crisis, some signals must be displayed.

When the following symptoms are observed in the course of business operation, it is necessary to bring the policy-making department to the attention and further strengthen the monitoring: more and more public opinion is disadvantageous to the image of the leaders of the enterprises or enterprises; the government, the press or the people of the same industry pay close attention to it; the financial indicators of the enterprises are decreasing continuously; the organizations are having more and more troubles; and the operational efficiency of the enterprises is decreasing continuously.

4. develop a crisis management plan.

For an enterprise, effective public relations crisis management can prevent the emergence of crisis or change the process of crisis.

When implementing public relations crisis management, we should consider the following aspects: check all problems and trends that may cause friction between the company and society; identify specific problems that need to be considered; estimate the potential threat of these problems to the survival and development of the company; determine the company's attitude towards various problems; decide on the course of action to be taken for some problems to be solved; implement specific solutions and action plans; constantly monitor the results of the actions; obtain feedback information; and revise the specific plans as required.

5. internal media public relations training.

When an enterprise is in crisis, whether an enterprise can be calm and free, openly and openly face the media, and skillfully answer the questions of the media is an important key to resolving crisis public relations.

It is very important to train leaders and PR personnel in this field in advance.

6. establish and maintain a good platform for media cooperation.

Regularly communicate with the media and get the trust and support of the media.

7., strengthen the internal communication process management.

Carry out crisis rehearsal at an appropriate time to familiarise internal staff with what must be done in case of crisis.

Crisis management: establishing a rapid response mechanism

1. set up a crisis management team.

When a crisis occurs, enterprises should set up a crisis public relations office or a working group at the fastest speed, deploy trained, systematic training professionals, and formulate the crisis public relations handling plan with the fastest speed.

2. attach great importance to the handling of crisis public relations.

After crisis public relations, senior leaders must appear in the capacity of "news representative" or "enterprise representative" and appear in the media and public in a frank manner at the first time.

3., a unified channel for handling crisis events.

When an enterprise has crisis public relations, it should face the media and the public in a frank and problem-solving manner and maintain a positive interaction with it.

At the same time, enterprises should make themselves the only way to deal with crisis events, and ensure the correct and timely pmission of information.

4. take the initiative.

No matter what the cause of the crisis is, enterprises should take the initiative to deal with it with a positive attitude, create a good atmosphere for properly handling the crisis, instead of shirking responsibility and waiting passively, resulting in the best time to deal with the crisis.

5. emotional contact.

After the crisis, the public often has strong conflict and resentment psychology. In the process of handling, the public should not only solve the problem of direct interests, but also act in accordance with the public's psychological response, adopt various ways to communicate with the public, resolve grievances, eliminate estrangement, enhance mutual understanding, and quell the crisis as soon as possible.

6. truthfully publicize.

After the crisis, enterprises should communicate with the public truthfully and take the initiative to contact the news media and disclose the truth.

We must avoid falsification and set up obstacles for the media and the public to understand the truth with some false materials and industry terms.

7. cooperate sincerely with the media and actively communicate.

Enterprises should take the initiative to communicate with the media in a timely manner, frankly explain the truth, and sincerely show the attitude and position of the enterprises, and strive to win the understanding and support of the media first, so as to reduce the pressure of public opinion and create a more relaxed environment for the enterprises to eliminate the crisis.

8., regulate the crisis by law.

The means of legal regulation mainly include two links: first, to deal with facts and relevant legal provisions; two, to follow legal procedures.

In this way, we can not only maintain the normal order of dealing with crisis events, but also protect the legitimate rights and interests of enterprises and the public.

When the reputation of an enterprise is subjected to malicious defamation and infringement, this method will achieve better results.

9. invite authority to help solve the crisis.

There are two kinds of authority to deal with public relations crisis: first, authoritative bodies, such as government departments, professional organizations, consumer associations, trade associations, etc., two are authoritative figures, such as public relations experts, industry experts, etc.

In some special crisis management, the views of enterprises and the public are often not consistent and difficult to mediate.

At this time, authoritative opinions can play a decisive role in the handling of public relations crisis.

Looking at the development of any commercial empire, the brand crisis is Shi Jian's inevitable market process.

However, for a truly successful enterprise, the real secret of leaps and bounds and sustainable development is not what we encounter, but how we deal with everything we encounter. Facing the crisis, cowardly evasion and brutal confrontation will become the fragile heel of enterprise extinction. Only establishing a good reputation strategy and implementing long-term reputation management is the market motto for enterprises to remain invincible.