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Methods and steps of solving crisis public relations

Enterprises suffering from crisis should take active public relations measures, among which communication with the media is an important aspect of crisis public relations.

Using the media to establish trust channels

Trust is an important prerequisite to solve the crisis, and trust must rely on communication, so communication is the soul of corporate crisis public relations. In reality, many crises are caused by inadequate communication and poor transparency and openness among enterprises. In the absence of communication, the public will make all kinds of guesses about the enterprise, and the result is not conducive to the enterprise. Spreading through the media is obviously the most effective, economical and quickest way.

When a crisis occurs, enterprises should first attach importance to the media and establish that the crisis is caused by their own mistakes, not ideas imposed by society or the media. With this idea, enterprises will not complain, but actively collect their own crisis information reported by the media, find out the key to the problem, and then start crisis public relations. In public relations, we must ensure the absolute smoothness of information channels and tell them as much as possible what journalists want to know and what the public wants to know. After getting a lot of information from enterprises, the public will actively think, rationally draw the cause and responsibility of things, and disperse the pressure of public opinion. Without enough information, the public can only judge by emotions, and the irrationality of this judgment will be very destructive.

Dupont made its fortune by arms. Dupont was criticized by many people when he later wanted to switch to chemical business. People think that DuPont brand has always been associated with "encouraging violent death". On many charitable occasions, some philanthropists have been cursing DuPont. In order to change the company's adversity, DuPont hired public relations experts to make crisis management plans, often met with reporters, and frankly faced reporters, and invited some well-known writers to write articles about DuPont. For 20 years, DuPont has been insisting on maintaining cooperation with the media to let consumers know about DuPont through the media. In the end, DuPont finally transformed from an arms brand to the world's number one chemical brand. The transformation of its role and the renewal of its brand reveal the sincere intention of Dubang people.

After the crisis, the public, the media, the government and so on are very concerned about the development of the situation. At this time, communication is essential, but enterprises must pay attention to the unity of public opinion when communicating. In other words, in times of crisis, enterprises should have only one voice, that is, the spokesman designated by enterprises. According to the progress and handling of the crisis, the crisis public relations team will arrange to release information to the public and answer reporters' questions in order to win public understanding and cooperation. At this time, we must not have our own opinions. Everyone will go to see reporters, which will cause confusion in public opinion.

Announce the rescue plan through the media

When the crisis occurs, enterprises should talk while doing it, let the public know that enterprises are responsible, and actively take measures to make up for their own shortcomings and reduce the losses of consumers. This kind of active and responsible behavior will quickly change the public's hostile view of enterprises and even win public sympathy.

Dealing with a crisis is not about doing whatever you want. It is essential to make a complete rescue plan in times of crisis. Making a plan is not only to guide yourself to work rhythmically, but also to publish the plan to let the public know that you have a series of steps and methods to deal with the crisis. This series of rescue plans will enhance consumer confidence.

65438-0999, some primary and middle school students in Belgium and France were poisoned by drinking Coca-Cola. After the incident, the Belgian government immediately banned Coca-Cola brand drinks from being sold in China. The CEO of Coca-Cola Company rushed to Belgium from the United States after learning the situation. They held a press conference, published an open letter to consumers signed by major managers in newspapers and magazines, and expressed their apologies to the public in various ways. In addition, they also take other effective actions, such as taking back products, publishing survey results, compensating consumers and reimbursing customers for medical expenses, in order to control the spread of the crisis. Coca-Cola told the public about this series of treatment plans through the media, and actively fulfilled its promise. After paying a huge price, Coca-Cola finally won back the trust of consumers and gained the understanding and sympathy of the government.

The Belgian crisis of Coca-Cola also spread to China, and consumers in China began to distrust Coca-Cola. Coca-Cola immediately launched a public relations plan in China, because they didn't want to lose such a huge market. They took a series of actions in China as follows: issued a statement to clarify that the Belgian incident was an isolated incident and had nothing to do with China products. Then they co-ordinate bottling plants around the country, hold a press conference, contact relevant health departments to check and confirm that the product quality is up to standard, and announce the results. At the same time, government departments, the media and the public are also arranged to visit the factory production, so that the public can understand the strict control process of products, respond to media questions quickly, eliminate public doubts and prevent misinformation.

In order to make the efforts of enterprises known to the public through media reports, the activities of enterprises must first meet the requirements of news reports and stimulate journalists' interest in reporting. Such public relations activities are positive and effective. 1985 Haier's 76 refrigerators failed the inspection, and the company's products were questioned by consumers. At this critical moment, Zhang Ruimin, the leader of Haier, called all the staff to have a meeting. He asked 76 refrigerators to be put in the meeting place, and then he took the lead to smash the inferior refrigerators with a hammer on the spot with the person in charge. It is reported that when the hammer fell, more than a thousand employees were dumbfounded, and some old workers shed sad tears. In "Do or die, where does the enterprise develop", the hammer struck every worker's heart, awakened their strong quality consciousness, and Haier embarked on the road of total quality management. Of course, this activity is the clarion call for indomitable Haier people to struggle again, and it is also a successful public relations plan. Violent events like this can affect the public's attention, which is obviously what the media is willing to report.

Use the power of media to restore the market.

Not all crises are destructive. If we look at the crisis from another angle, take it seriously and deal with it reasonably, the crisis will not only not destroy the enterprise, but also make the enterprise develop in the crisis, which is the highest level of dealing with the crisis. Therefore, Andy Grove, the former president of Intel, divided the enterprises in crisis into three levels: bad companies were solved by the crisis, good companies survived the crisis, and great companies improved themselves through the crisis.

1998 The fake liquor case in Shanxi Spring Festival shocked the whole country, and a large number of reports from powerful media cast a heavy shadow on the liquor industry in Shanxi Province. In order to avoid the impact of the crisis, Shanxi Gujing Distillery Group immediately acted and sent an open letter to the whole country in the name of Chairman Wang Xiaojin. The letter denounced the lawless elements, advocated liquor legislation, called for the establishment of a special anti-counterfeiting foundation in the name of eight famous domestic wineries, and donated 200,000 yuan of pension to the families of the victims free of charge to inform consumers to look for brands to buy. From February 8th 1998, news about Gu Jing Winery, headed by an open letter, quickly became the focus of public opinion in the media. Half-monthly talk, outlook, People's Daily, Economic Daily, Legal Daily, China Consumer Daily, china securities journal and other media all reported in different forms. Xinhua News Agency issued a manuscript to major media in China with the theme of "Gu Jing Winery Calls for Counterfeiting". The positive public relations of Gujing Distillery Group not only separated itself from fake liquor, but also established its own image in public relations activities, so that it was not affected in the golden season of liquor sales. zero