In this crisis, the most obvious feature of nailing performance is that it conforms to the principle of appropriateness. The language expression of public relations language must adapt to the characteristics of its speech recipients in order to win the understanding and acceptance of the audience. In the face of public relations crisis, the normal way to deal with it is to issue a formal public relations document to make a statement, but it is certain that the language recipients of this kind of public relations are mainly primary and secondary school students, whose physical and psychological maturity is not yet, their cognitive level needs to be improved, they can not fully understand the formal public relations document, and they hate sticking to the old public relations language. Faced with such a public relations object, boring documents are doomed to fail to achieve good results, and even lead to teenagers' rebellious psychology and disgust.

Therefore, according to the characteristics of young children's strong curiosity and easy acceptance of innovative forms, the nail public relations team chose to release pictures and videos for mercy. Visual expression is easy to understand, giving consideration to students' understanding ability; The published content is fresh and interesting, which can attract the audience while expressing the appeal; Vivid and humorous language can not only make people smile, but also show respect for the public relations target. At the same time, in addition to publishing information on mainstream social platforms such as Weibo, Nail also specially publicizes in the miles where students have frequent activities, which also reflects the nail PR team's grasp of the principle of appropriateness of public relations language.

After a series of countermeasures, the application score of nailing began to rise, rising rapidly from 1.6 to 2.6 in a few days. There are many jokes about "defecting to the enemy" in video barrage, comments and messages. Although the score can be completely restored, in fact, the public's goodwill towards the corporate image has doubled, and the eyes of students and onlookers have been smoothly diverted. The public opinion that might have caused the students' academic burden to increase was led to the official side, which eliminated the possibility of complaints from office workers caused by student groups in time and avoided a major invisible crisis. In fact, nailing not only successfully resolved the crisis of bad reviews, but also skillfully turned the crisis into an opportunity to use the storm of bad reviews for publicity, which greatly enhanced brand awareness, and some co-branded videos also played a role in driving other brands in Ali.

After the bad review crisis, the nail once again encountered a rumor crisis. Online teachers can directly check students' mobile phones and cameras by nailing, which has caused students' panic and dissatisfaction. Comments directly infringe on users' privacy rights. In the face of rumors, we should respond quickly, abide by the principle of good faith, make corresponding statements, clarify the facts, crush rumors, and calm the panic atmosphere that is spreading rapidly among users.