To deal with the brand crisis in advance, we need to consider three aspects. First, we should set up a well-trained "first aid team" in advance; The second is to establish a crisis monitoring and evaluation mechanism; The third is to have a crisis response plan. But what if the brand crisis has already happened? To deal with the brand crisis, there are generally the following principles:
1, rapid response principle
Respond to the crisis in minutes and ensure that the government announces the results 24 hours after the crisis. If there is no proper translation for too long after the crisis, it is easy to create an information vacuum and produce all kinds of misunderstandings and suspicions.
2. Initiative principle
No matter how many grievances there are in the crisis, we can't face the crisis with negative emotions, take the initiative to communicate with the press with a sincere attitude of accepting everything, and open up efficient channels for information dissemination. "Deal with emotions first" is to avoid sowing more seeds for the whole incident to get out of control, adopt a sincere and frank attitude and gain the trust of the public and the news media. If you don't give the public a "reasonable" explanation at the beginning, it is easy for the public to resist this behavior of enterprises.
3, the principle of unity
The crisis team must ensure the three unifications of incident handling, namely, unified command, unified publicity and explanation, and unified action steps, and respond to all work with a calm, orderly and decisive attitude.
4, the principle of full staff
The attitude within the crisis team is more important, so that employees can understand the ongoing crisis public relations of the enterprise and choose to stand with the enterprise to realize the company-wide "collective prevention and collective management". The stable state of the whole enterprise can play the role of crisis team more smoothly and reduce the pressure inside and outside the enterprise.
On May 23rd, Livest Towel published a public relations activity "To Ding Lei: Can you give entrepreneurs a way out? The founder of "Towel Brother" sued a towel product of Netease YEATION for infringement. Brother Towel said that Netease YEATION used the word "G20 exclusive use" to describe products in violation of regulations. Netease YEATION posted a response on WeChat the next day. It is obvious that Netease YEATION has avoided the crisis attack point authorized by G20, and still won a lot of goodwill by various public relations means. This towel is also sold out of stock, and Netease YEATION has become the biggest winner.
Answer: quietly, the response to the brand crisis is thousands of miles away. Welcome to share and pay attention to the marketing flights in the official WeChat account.