On April 13, 2009, Hangzhou consumers sued Wang Laoji, claiming that his gastric ulcer was caused by drinking Wang Laoji. On May 1 1, Yan, executive deputy director of the Institute of Nutrition and Food Safety of the National Center for Disease Control and Prevention, determined that some ingredients and raw materials in Wang Laoji were not on the list of both food and medicine stipulated in the Food Safety Law, and Wang Laoji was involved in the "adding door" crisis. On the second day after the crisis, Guangdong Food Association held an emergency press conference, saying that the formula of Prunella vulgaris contained in Wang Laoji herbal tea was legal and there was no problem of illegal addition. Only four days after the incident, the Ministry of Health also issued a statement confirming that Wang Laoji herbal tea had been filed in 2005 and recognized the safety of Prunella vulgaris. Due to Wang Laoji's great popularity and brand influence, the "Add Door" incident quickly ignited the excitement of many media. While objectively reporting, all kinds of rumors and attacks were also overwhelming, which made Wang Laoji bear great pressure from public opinion for a time. Thinking about the incident: The most important reason why the Wang Laoji incident subsided so quickly was his excellent government public relations. When the enterprise is well-known and influential, any mistake may become the source of attack or be widely reported, so the enterprise must do the following three things: strictly abide by industry rules and reduce crisis loopholes; Secondly, marketing propaganda should be moderate and avoid over-exaggeration. The third is to actively establish brand reputation. Dumex: the destructive power of the crisis caused by the popularity of gold. On February 1 1 day, 2009, according to media reports, 48 infants in Zhejiang and other places developed kidney calculi symptoms after drinking Dumex infant formula, and suspected that the milk powder was contaminated, but Dumex issued a statement denying it. A week after falling into the suspected melamine storm, Dumex held the inspection report issued by Shanghai Quality Supervision Bureau-Dumex products did not detect melamine, and began to publish large-scale theme advertisements in major mainstream media across the country: real gold is not afraid of fire! Rumor advertising content to the effect that melamine has been broken. Dumex does not contain melamine, please continue to buy. Revelation: In the overwhelming questioning public opinion, Dumex's triumphant advertising declaration is really worrying: people all over the country have reported that babies with stones have appeared after eating Dumex milk powder. Before the report that the baby with stones was directly related to the consumption of Dumex milk powder came out, Dumex's triumphant advertising statement was actually another way for enterprises to evade their responsibilities, which aroused the anger of many parents of victims. When public opinion is at the spiral peak of criticizing Dumex's melamine incident, what Dumex needs to do is actually to "cater" or "pseudo-cater" to public opinion, so that public anger can quickly disperse in a humble state, instead of challenging public opinion in the form of an advertising declaration. Real gold is not afraid of fire, but we must know that public opinion is bright, and in the strong criticism of public opinion, the defense of facts is weak.