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Where Is Da Vinci'S Home Crisis Public Relations Wrong?

2011/7/16 17:10:00 49

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Recently, it is known as international home.

Luxury goods

The brand Da Vinci's home was knocked out of its domestic product and became the focus of attention for a while.

In response to this major crisis, in July 13th, Da Vinci held a press conference at home.

However, Zhuang Xiuhua, general manager of Da Vinci, always avoided answering the questions of the media when he questioned the media. He went all the way to tell his own history of entrepreneurship. Such a press conference was no doubt a failure.

Crisis public relations

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For the media, attending a news conference is to listen to the truth, in order to convey to the public the way and attitude of the enterprise to deal with the crisis.

The press conference is not a show stage, it is a platform for enterprises to express themselves to the media, consumers, and the public. It is used to publicizes the truth, rather than the theater of the CEO of the enterprise about its bitter history of entrepreneurship.

When an enterprise is in a calm time, it deceives and harms consumers, and once the problem arises, it does not consider how to compensate consumers, how to deal with the problem and attitude, how to let the consumer dispel concerns, but only fantasize about the pity and sympathy of the media. What kind of naivety is this way of coping!

In the light of

Vinci

Wang Penghui, the executive director of Erma (China), believes that the key points of crisis public relations can be summed up in three words: fast, accurate and stable.

Da Vinci's home crisis public relations handling is hasty and systematic, neither professional nor overall, but the three words are totally pointless.

When consumers and media issue the first question, Da Vinci should respond quickly and make positive responses to the media and the public as much as possible.

However, when the crisis just appeared, Da Vinci's home did not respond positively.

"Fast" does not mean that we should rush to deal with the problem. Instead, we should choose the correct way to deal with it after analyzing and summarizing the system and making a judgement.

The wrong way will only keep the problem accumulating and increase the difficulty of crisis management.

When a crisis arises, it is necessary to collect and collate materials quickly to determine where the crux of the crisis lies, which is called "quasi".

The crisis of Da Vinci's home is the crisis of consumer trust. "Some furniture is made in China" is just an external manifestation of sticking point.

Obviously, Da Vinci's public relations department did not make clear the direction. It ignored the information that "some furniture is made in China" by the staff. It did not actively express the attitude of the enterprise to the public, did not express the attitude of the enterprise to consumers, but only unilaterally sang the one-man show. Obviously, such treatment method did not pinpoint the crux of the problem.

The last is "stability".

Since the fact that the "false import" has been uncovered, Da Vinci should focus on how to give an exact reply and compensation to consumers who buy the domestic brand, so that consumers and the media can rebuild their trust.

Without such a "steady" public vigour without giving a positive answer to the public, it is clear that Da Vinci's crisis management will only add to the crisis.

This sudden "natural disaster", coupled with Da Vinci's crisis public relations handling of "man-made disasters", may bring a devastating blow to Da Vinci's home.

Da Vinci's home crisis public relations handling, hasty and lack of systematic news and public relations consideration, is neither professional nor foreseeable.

For other enterprises, we should sum up the gains and losses of Da Vinci's home crisis public relations, so that we can solve the crisis timely and correctly when we encounter problems, and even turn "danger" into "machine".