Crisis public relations refers to the mechanism related to the response to the crisis, which is unexpected, focused, destructive and urgent. The following is the crisis public relations planning letter sample that I have organized for you, I hope it is useful to you!

Crisis public relations planning letter sample 1

I. Introduction

Herbal tea is a kind of herbal medicine boiled by Chinese herbs in Guangdong and Guangxi regions, with the effect of clearing heat and removing dampness and other ? medicinal tea? Among many old herbal teas, Wanglaoji is the most famous. But in 2009, it happened? Add door? Incident: Hangzhou citizen Ye Chaozheng usually often stay up late to work overtime, easy to fire. in April 2009, Ye Chaozheng from the advertisement to see Wanglaoji claimed: "If you are afraid of fire, please drink Wanglaoji". Fear of fire, please drink Wanglaoji Therefore, he buys Wanglaoji every day. Therefore, he bought Wanglaoji every day. So, he bought Wanglaoji every day and drank it. Crisis Communication Plan. But not long after, Ye Chaozheng stomach suddenly feel uncomfortable, went to the doctor, the results of the doctor diagnosed as gastric ulcer. The doctor analyzed that the stomach ulcer and its often drink? Wang Lao Ji? This drink has a certain relationship, stay up all night fire is? The doctor analyzed that the ulcer has a certain relationship with its frequent drinking of Wanglaoji. The doctor analyzed that the stomach ulcer has a certain relationship with its frequent drinking of Wanglaoji. Wanglaoji? Not only can't you get relief, but it will aggravate your condition. A blog post by Ye Chaozheng pushed Wanglaoji into the limelight and announced that it would be working with the company. Fear of fire drink Wanglaoji? In May 11, the Ministry of Health announced that the herbal tea Wanglaoji contains ingredients that are not in the catalog of permissible Chinese herbs published by the Ministry of Health, pointing the finger at the Xiaku Cao in its formula.

Due to Wanglaoji's huge popularity and brand influence, ? Addgate? After the incident, it quickly ignited the excitement of many media outlets. While reporting objectively, all kinds of rumors and attacks also came overwhelmingly, putting Wanglaoji under tremendous public opinion pressure for a while. Therefore, we planned this campaign to eliminate the rumors and attacks on Wanglaoji. Xiaku Cao The event had a negative impact on Wanglaoji.

Second, investigation and analysis

(a) Advantages

In the ? Xiakuqiao incident? After the incident, because Wanglaoji company has:

1, brand advantage: as a traditional drink with a history of more than 180 years of drinking Wanglaoji, inherited the Chinese millenniums of traditional health culture, and at the same time in the modern production process will be adhering to the traditional cooking process, through modern technology will be the essence of the herbs extracted from the mixing and infusion and become. The raw materials used are all derived from herbs and plants, and do not contain any synthetic additives. Crisis public relations plan. With the concept of health and wellness, natural plants as raw materials, more in line with the demands of modern people's lives, has become the main choice of consumers' daily drinks.

2, the country's mind resource advantage: China in porcelain, liquor, tea and Chinese restaurants and other industries are most likely to create a group of world-class brands, Wanglaoji is expected to create a world-class brand for Chinese enterprises to do a demonstration.

3, factory layout advantages and channel terminal force: red pot Wanglaoji has the advantage of factory layout and channel terminal force, is difficult for its competitors to look back on the main reason.

4, to? Healthy, cool, green? For the main characteristics of the plant-based drinks to become the current beverage market, the prominent force, compared with previous years, carbonated drinks is no longer the main choice of consumers, more and more consumers recognize the nutritional value of plant-based drinks. As an independent new category alongside carbonated beverages, fruit juices and tea beverages, the consumption growth of herbal tea has been quite impressive in recent years. Red canned Wanglaoji's performance is particularly outstanding, according to ac Nielsen data show that in the first quarter of 2009, Wanglaoji year-on-year growth of more than 70%, becoming one of the best-selling beverage brands on the market.

It is because of these strengths that 41. 72% of people remain loyal, trusting, and supportive of Wanglaoji even after the Xiakuqiao incident. But herbal tea is, after all, a national ? cultural relic? resources, but for Wanglaoji to develop for a long time, it is necessary to remove its development path of ? stumbling blocks?

(II) Problem Points

Some time ago, some people claimed to have gotten stomach ulcers from drinking Wanglaoji, and the Ministry of Health initially said that Wanglaoji was suspected of adding the Chinese herbal medicine ? Xia Gu Cao, the Ministry of Health in the conference about the fight against illegal addition of food additives, the Chinese Center for Disease Control and Prevention of Nutrition and Food Safety, executive deputy director of the Yan satellite, said Wang Lao Ji herbal tea in some of the ingredients and raw materials are indeed not included in the Ministry of Health announced, the list of permitted to consume the list of Chinese herbal medicines. With food safety issues taking hold,? Xiaku Cao? incident will affect the brand image of Wanglaoji, consumers question the safety of its products, brand loyalty is reduced, some regional distributors asked for the return of some of the market off the shelves, a significant drop in sales, a variety of rumors and attacks are also overwhelming, Wanglaoji was pushed to the public opinion - the tip of the storm.

(3) Opportunity point

Later, after a detailed investigation by the Ministry of Health and other departments, it was found that although Xia Gu Cao was not on the list of Chinese herbs published by the Ministry of Health and allowed to be consumed, it was indeed a safe herb. Therefore, Wanglaoji has a chance to develop and become more and more popular. However, because some consumers already have some misunderstandings about Wanglaoji, it is necessary for us to plan some activities to eliminate these misunderstandings, lift the crisis of Wanglaoji, and reshape the image of Wanglaoji as safe and healthy.

Third, the goal of public relations

The goal of the public relations activities: to clarify the facts, eliminate customer doubts, and reshape the image of Wanglaoji safety and health.

Fourth, the theme of the campaign

Safety and quality, health **** enjoy

Fifth, the implementation of the public relations plan

In order to realize the enterprise? In order to clarify the facts, eliminate doubts, and reshape the image of the company, we will first implement a public relations program. The public relations objectives, first we will hold a press conference, and then use the content of this conference in Sina, Sohu, Tencent and other networks to publicize; at the same time, in order to eliminate the negative impact of this incident, to expand sales, we will also be held at a later stage of the Wanglaoji formula reveal and lucky draw activities.

Activity (I)

We want to clarify the facts of the Xia Gu Cao incident, and obtain the recognition and support of the government as well as authoritative experts and scholars in the community.

Activity items:Joint Guangzhou Food Association, the Ministry of Health and other authoritative departments to hold a press conference, and at the same time invited famous health experts, Chinese medicine scholars talk.

Activity object: CCTV,,, some consumers.

Time: January 16, 20XX

Location: Great Wall Hotel, Beijing

Activity Specific Process:

Media journalists in order to bring the venue, by the staff of the media journalists sub-press conference of the relevant information to the head of the enterprise, the relevant leaders of the Ministry of Health, as well as some of the experts and scholars to the venue after the moderator announced the official start. By the host for the reporter to introduce all the participating leaders and guests, Wanglaoji enterprise related leaders to all the participating media journalists to explain the background and purpose of the conference, for the Xiaku Cao incident, the Ministry of Health spokesman was invited to publish on the Xiaku Cao as a legal additive authoritative statement, claiming that Xiaku Cao has been in the Ministry of Health for the record, Wanglaoji Herbal Tea by the national legal protection. In the meeting, it was solemnly declared that Wanglaoji Herbal Tea is produced and operated in strict accordance with the relevant state regulations, and there is no question of illegal addition of non-food substances (Xia Ku Cao issue), and the formula and terminology of Wanglaoji Herbal Tea as a national intangible cultural heritage, Guangdong food cultural heritage, Guangdong, Hong Kong, Macao and food cultural heritage must be protected with all our strengths. On-site Chinese medicine scholars, experts on the efficacy of the relevant herbs contained in the formula of Wanglaoji comprehensively explain the description, so that consumers have a comprehensive, healthy knowledge and understanding of Wanglaoji.

After the leaders and guests had finished the explanation, the conference entered the free questioning stage, where journalists and some consumers invited to attend the conference were asked about the Wanglaoji? The event of Xia Gu Cao? The questions will be answered by Wanglaoji's corporate leaders, relevant spokespersons of the Ministry of Health and experts and scholars to clear the misunderstanding of consumers about the company's products.

After the answer, the company leaders thanked the invited guests, scholars, and media reporters and consumers, and the host announced the end of the conference.

Reporting stage and regional division:

CCTV reported on the Wanglaoji press conference to clarify the facts, this authoritative media will be very good to eliminate the doubts of customers, and other local media will follow suit to clarify for Wanglaoji. At the same time, the authoritative media immediately published a front-page report on Wanglaoji's clarification.

Activity (2)

We utilize the information resources of the press conference we just held, and choose mainstream portals such as Sina, Sohu, Netease, etc. to publish news reports and Wanglaoji's related advertisements to clarify? Xiaku Cao incident? and attach a series of measures taken by Wanglaoji to eliminate doubts in consumers' minds. Netizens will see the efforts made by Wanglaoji to safeguard the legitimate interests of consumers. This will allow consumers to further understand Wanglaoji and truly position Wanglaoji as a safe and healthy product from the inside, improving consumer loyalty and increasing sales at the same time.

Activity (III)

Organize ? Wanglaoji Formula Reveal?

Activity object: the majority of consumers in the busy areas of Beijing, Shanghai, Guangzhou

Time: February 1, 20XX?April 1, 20XX

Location: Beijing, Shanghai, Guangzhou and other cities mainly in large supermarkets and stores.

Activity specific process:

(1) In Beijing Wangfujing Department Store, Shanghai Lianhua, Guangzhou Zhongtian shopping and other well-known shopping plazas, to buy Wanglaoji customers to give a shadow of Wanglaoji formula? and? Health Knowledge The calendar (six bottles are bound to send a calendar, the calendar is printed with the role of various herbs in the formula of Wanglaoji and the precautions for people with different body types).

(2) in Beijing, Shanghai, Guangzhou points of sale held a lottery:

Prize set first prize laptop computer (three cities **** 10 units)

second prize digital camera (three cities **** 100)

third prize and then a bottle of (winning rate of 10%)

Drawing: the awards, set, redemption method written on the bottle of settings and redemption methods are written on the bottle, and the prizes are written on the pull-tab. For the first prize, the second prize consumers with the pull ring and a copy of the ID card to the nearest outlets to confirm personal information, prizes will be mailed within three days to the consumer's home; for the third prize consumers, you can directly with the pull ring on the winning information to the nearest point of sale to exchange for prizes.

By purchasing Wanglaoji and sending calendars, consumers can learn more about Wanglaoji's product formulas and precautions to ensure their health, eliminating consumers' doubts about Wanglaoji and relieving the crisis. It also reflects Wanglaoji's most fundamental value? We care about the society we live in and the consumers who live in this society, to get the emotional recognition of consumers and to establish a good image in the minds of consumers.

Crisis PR Planner Sample 2

I. Introduction

1, the products produced by the company

2, the event

3, the purpose of planning

Introduction xxxxxx, and the crisis that needs to be dealt with

Second, the investigation and analysis

1. Brand Advantage

2. Problem Points

(1) Reaction of Authorities

(2) Reaction of Consumers

(3) Reaction of Merchants

3. Opportunity Points

(1) Reaction of Authorities

(2) Relevant Provisions

3. Public Relations Objectives

(A) Let the target consumers know that the current authentic herbal tea Gadobao is the previous red can of Wanglaoji, through a series of public relations, the previous image of Wanglaoji is transferred to Gadobao, to further enhance Gadobao's popularity and reputation. Let the target public in the process of consumption and use to better distinguish between the Guangzhou Pharmaceutical Wanglaoji and authentic herbal tea Gadobao.

(ii) Maintain, show and correct the good social image that Gadobao once had in the mind of target consumers, and strive to get the support of the relevant state departments and the general target public, in order to win people's understanding and alleviate the pressure of social public opinion.

(iii) Reinvent the reputation of Gadobao brand and enhance its popularity.

Starting and ending points

IV. Theme of the campaign

Theme declaration

Clear objectives

V. Implementation of the attack plan

Indicate the objectives

Activity 1

Activity 2

Activity 3?

Specific preparations for the activities

(a) within the enterprise: a clear division of labor

1, the enterprise from the leadership to the general staff to establish a sense of crisis after the loss of the trademark of Wanglaoji as well as coping strategies.

2, the establishment of a specialized team is responsible for the design of the change and external publicity of the change of action.

4, set up a group three is responsible for product sales channels in advance of the publicity and preparation work, dredge up the circulation channel by the brand inertia caused by the obstacles to consciousness.

5, the establishment of network marketing emergency response team, change the network marketing before the marketing information about Wanglaoji and official website redesign.

6, the product production department is responsible for ensuring that after the change of Gadobao herbal tea production can be carried out smoothly, quality and quantity.

7, the use of promotional tools with the entire marketing chain, rebranding and enhance awareness.

8. Set up a special team to investigate the actual effect after the implementation of this series of activities, to discover and look for adverse market reactions, and subsequently take immediate remedial measures.

(ii) External: correctly face, rebuild a positive image, and win the sympathy and support of the community

1, held a press conference to announce that the original red can of Wanglaoji Herbal Tea has now been converted into red can of Gadobao Herbal Tea, and officially circulated on the market, which is the authentic Herbal Tea. Announced that Gadobao Group and Guangzhou Pharmaceutical Group brand dispute has been resolved clearly.

2, event marketing: Gadobao cans points collection activities and fan interaction.

3, leveraging the momentum of marketing: borrowing the group London Olympics to further publicize and marketing.

Six, material preparation

Seven, media selection

Eight, budget

Nine, effect assessment and expectations

Through the above is a stage by stage way to carry out public relations, or several activities with the implementation of the target public know that the Gadbao is the previous red can of Wanglaoji, to transfer the brand inertia to the public's previous to the Wanglaoji brand. The brand inertia transferred to Gadobao, let them know that Gadobao is the real authentic herbal tea, further enhance the Gadobao popularity and reputation, so as to alleviate the enterprise in the sales of the public encountered in the minds of the public about the Gadobao brand does not know the problems brought about by the state of stagnant sales!

Crisis Public Relations Planner Sample 3

I: Activity Background

Crisis public relations refers to the mechanism of coping with the crisis, which is unexpected, focused, destructive and urgent. Crisis communication plays an important role for the country, enterprises, individuals and so on. Crisis public relations specifically refers to the enterprise to avoid or mitigate the serious damage and threat of the crisis, so that organized and planned to learn, develop and implement a series of management measures and coping strategies, including crisis avoidance, control, resolution, and the revival of the crisis after the resolution of the dynamic process of continuous learning and adaptation.

Second: the purpose of the activity: the arrival of the information age, the importance of crisis public relations is becoming more and more obvious, through the Internet an unfavorable information for the enterprise or slander and other negative information, it is possible to let a brand into a huge crisis of confidence, serious and may be a threat to the survival of the brand, there are a lot of crisis public relations did not do the right thing before the enterprise, the Internet so that they thoroughly tasted the consequences! How serious, such as the Sheng Yuan milk powder precocious event, HP quality and other issues.

Through this activity, we would like to let college students have early contact with PR, which is a crucial role in the enterprise, and let everyone understand that crisis PR plays an important role in the enterprise.

Third: the purpose of the activity: exercise personal ability, improve the association's visibility, and further expand the visibility of Anhui University of Finance and Economics. At the same time for the business to do a full, multi-level publicity.

Fourth: Activity time

Pre-publicity April 1, April 7, the preliminary round April 11

Review April 18

V: Participants

Anhui University of Finance and Economics students

Six: Activity process

1) Pre-publicity

a): Registration form: you can fill out a registration form at the desk can also be in the

c). Pre-contest training: 1. The PR staff will introduce the contestants to the relevant knowledge of the event, so that they can understand the concept of PR.

2. Make the contestants understand the flow of the contest and the related instructions through appropriate introduction.

2) preliminary

a) 2:00 pm start, first by the host to introduce the judges, the process of the crisis PR competition and the rules;

b) players randomly draw the topic to prepare, each person has ten minutes to prepare for the event;

c) the judges scored the score, according to the score of the top eight selected for the final.

3) rematch

a) 2:00 pm start, by the host to introduce the judges, introduce the debate competition process as well as the rules;

b) the contestants introduced themselves, the competition began: first of all, by the moderator to introduce the side of the event; the contestants first PPT statement of their own methods of treatment; and then in turn, by the judges (accounting for 50%), the Young Entrepreneurs Group questions (25%) of the audience questions (25%); the final score of the best to win; seven: awards

awards set by the sponsors to decide

eight: activity funding