With the ever-changing speed of information dissemination and the intensification of market competition, a brand crisis can occur if it is not careful. When the crisis appeared, the enterprise related personnel must not be in the crisis in a state of confusion, to be calm and quiet, the combination of the use of "three Ming doctrine" principle of public relations, to step by step to resolve the crisis, or to further turn the "danger" into "opportunity! "

The company's attitude toward the crisis should be clear, and should be shown at the first time, can not use any means to avoid the fact of crisis. This is the first key point of corporate crisis public relations. For example, China Yum Brands actually said in its statement on "Sudan Red No. 1", "Although we have repeatedly asked Yum's suppliers to ensure that their products do not contain Sudan Red No. 1, and have obtained their written assurances, we have not yet received any written assurance from them. We have asked Yum!