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Difficulties Of Public Relations In The Internet Era

2011/6/15 13:55:00 68

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It was the first time in recent years that a letter of complaint had put a stock down.

After all, we have seen enough reports on the Internet. Indeed, many slander and less attacks are true.

But this letter circulated on the Internet has had such a great impact. I am afraid it is also related to the signature of the article and the name of the core personnel and the real person.

However, although the situation has developed to the present, there are many people who gloat, but this incident should alarm all enterprises.

The problem of corporate public relations in the Internet era is almost an old problem that has not been solved for many years. Looking back on these years, there are many enterprises that have been slandered on the Internet. In the past 08 years, the case of Hanzhoung Wan Bang company is a typical example.

But many events, however, seem to be lagging behind and disconnected in most enterprises.

The reason is that many public relations teams are not accustomed to the new situation in the Internet age.

Especially in recent years, the newly rising micro-blog and SNS social networking platforms have made great changes in the network infrastructure.

Under the great changes, the way of public relations in the west is not very suitable for our national conditions. Our own public relations system has not yet formed. Therefore, I dare to predict that in the next five years, we will further increase the use of the Internet to slander attacks on enterprises.

To achieve good public relations in the Internet age, we must first analyze the characteristics of China's Internet Communication:

First, the biggest difference from Western Internet is that our network has now become the main platform for Internet users to pursue justice or release their just emotions.

The author has noticed what the content is the mainstream of foreign netizens when it comes to twitter. It turns out that sports, costumes, music, stars and so on almost occupy the main content, and there are few such problems as justice and reflection.

Looking back at our micro-blog again, we forwarded hundreds of thousands of demolitions to death, urban management, mass incidents and bad official quotations.

On the one hand, the Chinese society is in the pition period, and there are problems and the channels of mass interest appeal are not smooth, resulting in its catharsis on the Internet.

On the other hand, China is unique in the spirit of "seeing things out of the way, pulling the sword to help each other". For example, when people fall into the water, the western people usually call the police first.

Under the guidance of this spirit, large enterprises will spread quickly on the Internet if they have negative news.

Second, the people at home always have the idea of "one more thing is less than one thing".

network

They have become the main channel of their rights protection.

Therefore, once the product quality problem is met by a consumer, his first choice is not to contact the manufacturer, nor to go to court to sue the manufacturer, but to take several pictures to go around the Internet.

Then manufacturers see the news online and take the initiative to communicate with them.

This way of public relations is actually a matter of redress. If the damage to the reputation of the product happens objectively, it will not yield substantial recovery.

Therefore, in the above two China

Internet

Under the influence of communication characteristics, our enterprise public relations theory must have a breakthrough. Otherwise, under the traditional "high-profile denial", there will be more blackout and more resistance.

To do a good job in the Internet public relations problem in the era of Internet, the author of my humble opinion can start from the following aspects:

First of all, of course, it is to be honest and lawful.

In the amplification of the network, do not have a fluke mentality, "do not stretch out your hand, you must be caught". Comrade Sanlu has already proved it to you one by one.

Secondly, timely communication with netizens should be established.

Since the masses like to reflect problems on the Internet, we should take the lead and establish official contacts on micro-blog's other popular social networking sites.

As long as we can act in a timely and responsible manner, many problems that may cause a great deal of trouble can be solved in the early stage or even in advance.

Once again, in the face of the outbreak of the need for public relations to solve the problem should be treated differently, grasp the characteristics of things in order to solve the problem.

For the vital interests of the masses, such as

product quality

Problems must be solved in a high profile; for the slander of individuals, or on the management of enterprises and corruption at senior levels, the official website can issue a statement. It is not necessary to contact the media and make a comprehensive clarification. To reflect the problem of "sweatshops" or the interests of employees, it is best to invite third parties to come to visit and visit, such as netizens and social organizations, and must not fall into the old road of attacking each other and attacking each other.

Finally, even if the other party is only slander on the Internet, it is best not to try to depose the libel's legal liability.

Big enterprises must have big heart and patience, so we can learn from those monopolized state-owned enterprises that are criticized every day.

Once a few defamers have been held responsible, those who want to reflect the real problem will lose trust in the enterprise, voluntarily give up the opportunity to solve the problem with the enterprise, and seek a network protest based on the real evidence.

In this way, the libel who has been investigated before will be regarded as "injustice" by netizens. If something false is mixed up in the middle, it will become true.

After all, on the quality issue, the masses are always "willing to believe and not to be trusted".