Why does Baidu fall into the "infringement door" after the "bidding door", Sinopec will repeatedly explode corporate image crisis, and Alibaba also frequently appears corporate reputation and CEO image crisis? Most enterprises lack a high sense of crisis prevention. Prevention in advance is a powerful sword to resist the crisis, and the key lies in cultivating employees' sense of crisis in advance. Crisis public opinion is not terrible. For enterprises, the biggest crisis is the lack of awareness of crisis public opinion defense.

Second, carry out crisis prevention training.

The "refusal to carry" incident of China Southern Airlines could have been properly handled in routine civil aviation affairs. However, Weibo, the captain of China Southern Airlines Ceng Ming, made irresponsible remarks, which led to the rapid spread of the whole communication path, the rapid rise of public concern, and the voice of reprimand instantly flooded the whole network. It can be seen that the long-term solution is to carry out crisis prevention training and strengthen the crisis prevention ability of employees.

Third, establish a crisis early warning system.

Apple can win the market in the iPad2 sales after the "poisoning door", not only because of the long-term cultural accumulation of the brand, but also because of the establishment of a long-term early warning system. We can implement comprehensive crisis management before the outbreak of crisis public opinion, make good preparations in manpower, capital and organization, seize the opportunity to deal with it, and avoid being pushed to the forefront of public opinion without being labeled as "evading responsibility" This shows that many international enterprises can get through the crisis frequently: the advantage of establishing and maintaining the crisis early warning system in public opinion monitoring.

Generally speaking, the outbreak of crisis usually has a certain incubation period. Therefore, when establishing a crisis early warning system in advance, enterprises can cooperate with public opinion service companies such as Zhida Technology to actively monitor and maintain important public opinion platforms such as social media websites in real time by using their public opinion products. Once the crisis public opinion breaks out, enterprises can continuously and comprehensively monitor the network-related information and carefully analyze the internal and external environment. Including using various legal channels to search, timely understand and fully grasp the dynamic information of the media, netizens, the government and competitors, and win the opportunity of crisis management.