With the arrival of the global village era, everyone is an actor, everyone has the right to choose, and the crisis is also expanding. Enterprises must cooperate with professional crisis public relations institutions, strengthen the monitoring of online media, strengthen their own network crisis public relations capabilities, and at the same time use the Internet to maintain their own brands.
Enterprise network brand maintenance
(1) establish the public opinion monitoring mechanism.
Internet public opinion has the main characteristics of rapidity and uncontrollable, which has a great influence on corporate brands. Enterprise brand must also improve the construction of network public opinion monitoring mechanism, strengthen the ability of public opinion guidance, give full play to the effect of public opinion guidance, and stifle the enterprise network brand crisis in the cradle.
(2) handle the negative information well.
Enterprises need to establish a monitoring mechanism for online brand public opinion, quickly find negative information that is not conducive to corporate brands, and immediately deal with negative information.
(3) Pay attention to the spread of brand concept and the maintenance and remodeling of brand image.
In addition to monitoring and dealing with negative information, corporate network brand maintenance also needs to spread brand ideas and maintain and reshape brand image. Because a very important content of corporate network brand maintenance is online word-of-mouth maintenance, which can help enterprises to convey a positive and healthy brand image and propaganda concept, and it is also an excellent brand promotion opportunity if used properly. Details >>
Enterprise crisis public relations Enterprise crisis public relations refers to the dynamic process in which enterprises learn, formulate and implement a series of management measures and coping strategies in an organized and planned way in order to avoid or reduce the serious damage and threat caused by the crisis, including crisis avoidance, control, resolution and recovery after crisis resolution.
Nowadays, for enterprises, the occurrence of crisis public relations events is inevitable, which requires enterprise managers to strengthen their awareness of crisis public relations. It is necessary to carry out corporate crisis public relations training to strengthen corporate managers' awareness of crisis public relations.
How do enterprises deal with negative information?
(1) Everything happens for a reason. First, find out the source of negative information.
The negative source of the network must be offline, envy and hatred, or the business process has damaged the rights and interests of consumers. Only by finding the source of negative information can we control the speed of negative information diffusion, especially in some authoritative news portals and some big forum websites, the network reprint rate is very high. If the source information is not handled in time, the negative information will spread out at once, which will cause great damage to the brand image of the enterprise.
(2) Timely response, open and transparent information, and grasp the initiative of the incident.
If there are negative news of enterprises on the Internet, especially some slanderous and deliberately fabricated false information, enterprises should respond immediately, make the whole incident open and transparent, keep close contact with the media, grasp the initiative of the whole incident, and let consumers see the attitude of enterprises.
(3) Take legal measures when necessary.
If there are negative news of enterprises on the Internet, especially some slanderous and deliberately fabricated false information, enterprises can take legal measures to protect their rights and let consumers spread it rationally.
(4) Using seo optimization technology to spread positive information of enterprises.
Using search engine ranking technology, we can optimize positive articles, crowd out and dilute negative information, and effectively deal with them according to the users' usage habits of search engines, thus reducing the exposure brought by search engines. You can choose to publish some soft articles with positive reports to cover the negative information displayed on search engines, and then publish them to major news media websites. The publishing platform must be a high-weight package, preferably news source, otherwise even the publishing will not have a good effect. This method is the most common and healthiest way to increase the exposure of positive information by issuing a large number of effective press releases, which plays a huge role in the brand image of enterprises! Details >>
Brand crisis is caused by the quality of public relations products; Caused by enterprise behavior; Media induction; Public relations triggered by consumers; Faced with so many uncertain crises, do enterprises feel dangerous? Enterprises need to establish brand crisis management awareness, formulate crisis risk management mechanism, and comprehensively control possible crises. When a crisis occurs, minimize the impact of the crisis as much as possible, and even turn the crisis into an opportunity for positive publicity of enterprises.
Brand crisis management process quickly set up emergency headquarters to deal with the crisis; Do a good job in internal public relations and gain the understanding of the internal public; Take back unqualified products quickly; Set up a special responsible spokesman; Actively communicate with the press; Find out the facts and announce the cause of the crisis; Dealing with rumors in the crisis.
Principle of initiative in brand crisis management: After any crisis occurs, it is inevitable and passive to deal with it. It is necessary to face the crisis actively and control the situation effectively.
Principle of rapidity: the response to the crisis must be rapid, whether it is to the victims, consumers, the public or the news media.
Principle of good faith: Enterprises should be honest, protect consumers' interests and reduce victims' losses.
Principle of authenticity: enterprises must state the whole truth of the facts to the public.
Principle of unity: Crisis handling must be coordinated and unified, and the steps of propaganda, explanation and action should be unified.
Principle of all staff: employees are not bystanders of crisis management, but participants, and should play their own propaganda role.
Principle of innovation: Crisis management should not only fully draw lessons from previous successful experiences, but also boldly innovate with the help of new technologies, new information and new thinking according to the actual situation of the crisis. Details >>
The coping strategy of crisis public relations (1) has raised crisis public relations to a strategic level.
At present, the main reason for the failure of crisis public relations in many enterprises is that seemingly small events are not taken seriously, but such an attitude will lead to the continuous spread of the impact and harm of the events until they are completely out of control.
The correct way is to attach great importance to the public relations crisis in enterprises regardless of the size of the incident and treat it with strategic caution. The specific treatment methods should be holistic, systematic, comprehensive and continuous. Only in this way can we quickly resolve the crisis and control the harm to a minimum.
(2) Find the essence and root of the problem
Many enterprises' crisis public relations are unfavorable, because they only see the superficial phenomenon and focus on what went wrong, but fail to solve the root cause of the problem, resulting in only treating the symptoms rather than the root cause, unable to solve the crisis quickly and thoroughly, and even the situation continues to expand.
When a crisis occurs in an enterprise, we should first understand the whole incident objectively and comprehensively, then calmly observe the core and root of the problem, study relevant laws and regulations, fully understand the problem, or hire a professional company for consultation, and never rush to put out the fire with a broom: shoot where there is fire.
(3) Faster than fire fighting.
When a public relations crisis occurs in an enterprise, the response speed is faster than the fire fighting speed, because it is more dangerous than the fire destroying the factory building of the enterprise, and the crisis is devouring the reputation and brand of the enterprise.
Speed is the first principle of crisis public relations. When an enterprise is in crisis, it is like a crack in a dam. Repairing immediately can avoid a lot of losses, but because of seemingly small problems, they have not attracted attention or lacked experience in crisis handling, and missed the best opportunity to deal with them, leading to the continuous expansion and spread of the incident.
(4) All problems are taken on.
Immediately after the incident, accept all voices of doubt and responsibility, be unambiguous, unambiguous, and not slow down, and then take a responsible attitude and practical actions to deal with the incident quickly.
In fact, after many crisis events, the media, consumers and even victims are not very concerned about the events themselves, but are more concerned about the attitude of the responsible person. Indifference, arrogance, pushing the Committee and other attitudes will increase public anger, amplify the seriousness of the incident itself, and even transfer to the moral level of this enterprise.
(5) Communication, communication or communication?
80% of the contradictions come from the lack of communication. As long as we can communicate properly, many things will be solved smoothly.
First of all, we should communicate with all employees of the enterprise to let everyone know the details of the incident, so as to cooperate with crisis public relations activities, such as keeping the same caliber and behavior.
Then we should communicate with the victims immediately, take the initiative to contact the victims and calm their dissatisfaction, such as opening a special line to answer relevant complaints, and the person in charge personally condolences and meets the victims.
The next step is to communicate with the media You must provide the real situation and development of the event to the media at any time, so as to effectively fill the "vacuum period" of public opinion at this time, because if you don't fill this "vacuum period", gossip, speculation and even news of competitors' malicious behavior will be filled.
Then communicate with the government and relevant departments, get the government's support or understanding, and even help, which is of great help to control the development of the situation. At the same time, we should also communicate with the partners of the enterprise, such as suppliers and distributors, to avoid misunderstanding and unnecessary panic. For example, the above-mentioned lack of communication between Zheng Jin Group and its partners has caused panic among all parties and made the situation worse.
(6) Let others speak for themselves
If enterprises have no problems in the crisis, they will generally jump out to refute and engage in a war of words with the media, consumers and even the government. The result is often that even if the truth is clarified, it will lose the public's goodwill, which will easily lead to the expansion of the incident, extending to corporate integrity issues, social responsibility issues and other aspects, leading to unreasonable things.
At this time, we should cooperate with the investigation with a positive attitude, don't talk too much about the doubts of the media and the public, and then immediately invite the third-party authority to intervene and let the authority speak for itself. After you have the evidence, you should take the initiative to contact the media and let them speak for themselves. When necessary, consumers should be allowed to speak for themselves, but when the incident is still unclear and the public has misunderstandings, try not to speak.
If there are responsibilities and mistakes, don't say too much, just say "I'm sorry, we take full responsibility" and then prove with facts that after stabilizing public sentiment, using the media to carry out crisis public relations with relevant departments, such as announcing the correction process of enterprises, will not cause too much harm to consumers, eliminate consumers' dissatisfaction and gain sympathy, and then let the incident pass as soon as possible. Details >>
Diagnosis of potential crisis links in the crisis public relations early warning stage (1) of enterprise crisis public relations processing flow.
(2) Standardize and improve the internal and external communication processes of the company.
(3) Establish a crisis management team and conduct crisis handling drills.
(4) Establish a crisis management resource database.
(5) Media monitoring and crisis early warning system.
Crisis public relations processing stage? (1) Before media exposure
Immediately give feedback to relevant departments and report important information, find out the source of the crisis at the first time, organize relevant departments to coordinate and cooperate, communicate and appease the victims of the crisis, and do a good job of preventive communication with government departments and media executives in advance.
(2) After media exposure
Quick response, sincere statement (concern, regret, apology), crisis team quickly formed communication strategy and main information, and strengthened communication with target audience according to communication strategy. Then set up a news center, release news and collect audience's reaction, carry out substantive actions and keep the audience informed of concrete progress at any time.
Summary and reference of crisis public relations summary and remolding stage (1).
(2) Develop follow-up communication strategies.
(3) Communicate with individual audiences alone to avoid the collateral effects of the crisis.
(4) Seize the opportunity of media attention, reaffirm brand promise, and turn crisis into opportunity.