Problem description:
(A) "Dutch Palace" suffered a fatal blow, because the news media widely spread some authoritative food critics' "offensive remarks" about cooking wine.
"Please note," food critics pointed out, "when cooking food, if you use wine instead of cooking wine as seasoning, the food will taste better."
A food critic simply said: "cooking wine will only make food worse." "Holland Palace" is an enterprise specializing in the production of cooking wine. Faced with the strong criticism from the media, the company decided to turn to the public relations company. Public relations experts believe that the most effective way is to let the authority speak. So they invited some famous university hotel management professors to conduct taste research and make a fair evaluation of cooking wine. Next, how to spread what the authorities say? They specially went to the Laurent Hotel in new york, USA, and held a special tasting press conference. At the same time, two identical dishes were served at the meeting, one with fine wine as seasoning and the other with cooking wine as seasoning, so that reporters could make their own "taste comparison". While the reporters are tasting, experts and professors read their research results on the spot and provide "theoretical guidance" so that the tasters can truly taste the "doorway". On this basis, they also arranged for experts and professors to talk to the public and answer their questions directly. Soon, a series of reports such as "cooking wine is the best when cooking" and "the professor proved that cooking wine is delicious when cooking" appeared in major newspapers and periodicals all over the country. The activities of public relations made public opinion make a 180 degree turn, and the cooking wine produced by "Holland Palace" became a household name.
Question: 1. Why did the Dutch Palace cooking winery turn to a public relations company?
2. What are the ideas and principles for public relations companies to plan public relations activities?
Analysis:
The reason why "Holland Palace" turned to the public relations company was because the "offensive remarks" about the cooking wine of "Holland Palace" were widely spread among consumers, which made the image of "Holland Palace" plummet in the eyes of consumers. However, due to the limitations of the manufacturer, it is difficult for the Dutch Palace to achieve the expected results if it faces the news media. It is necessary to use the third party to convey more objective public opinion guidance to consumers in order to save their reputation. Therefore, as a third party, public relations company is the first choice of "Holland Palace".
The idea and principle of public relations company planning public relations activities is to speak with facts and be tit for tat. Since the "offensive speech" spread by the media comes from some so-called authoritative people, we will refute each other with the slander of authoritative people on authoritative people. Through the comparison of cooking wine and good wine as seasoning in the Laurent Hotel in new york, USA, the reporter can make a "taste comparison" by himself. Then, the fair evaluation obtained by a professor of hotel management major in a famous university after studying the taste of cooking wine was announced to reporters on the spot, so that reporters could feel the truth for themselves. In the face of irrefutable facts, the "offensive remarks" about "Dutch Palace" cooking wine are naturally self-defeating.