We can cite several successful crisis public relations cases that are familiar to everyone recently:

During the "315" period in p>2117, MUJI was exposed by CCTV that "some imported food was produced in Japan's nuclear pollution area". Muji issued an official statement the next morning, clarifying the facts, which was justified and based on the truth, and an unwarranted crisis was resolved in situ.

In April, 2117, Jay Chou denounced the security personnel for "getting out" at a solo concert in Xi 'an. Jay Chou issued a sincere apology through text and video, which was forgiven by security personnel and saved the hearts of netizens.

In August, 2117, there was a kitchen incident in Haidilao. In the afternoon, Haidilao issued an official statement, indicating the attitude of admitting mistakes and quickly rectifying them. The public opinion quickly reversed and won the sympathy of netizens.

So what are the characteristics of successful crisis public relations? I sum up the following three points:

1. Respond quickly after the crisis.

the martial arts in the world are only fast and unbreakable. Especially in the internet age, if we can't respond immediately after the crisis, it will be too late to wait for the situation to deteriorate geometrically. For example, the case of Haidilao, for the catering industry, the kitchen hygiene problem after being exposed is basically a fatal blow. If Haidilao didn't make a sound on the afternoon of the exposure, it would probably be crushed.

2. respond with sincerity.

after being exposed, if the facts are true, then don't have any luck and evasive attitude. It's time to admit your mistake, and it's time to make rectification. Please take responsibility and take responsibility. In front of the public, any insincerity in attitude will be infinitely magnified in front of the public, leading to the loss of control of the whole crisis. Jay Chou's handling is very clever, no one is perfect, and can be forgiven. On the other hand, if you avoid it in an unreasonable way, it will be stingy and easy to lose people's hearts.

3. The response should be polite, courteous, tolerant and measured.

when a crisis occurs, the parties will easily rush to the top of their heads with a stream of blood and lose their due tolerance. For example, Muji was exposed by 315, which finally proved to be a "accidental injury". What will happen if Muji angrily puts on this attitude and angrily goes back? We can imagine.

with tolerance, there must be scale. Behind any crisis, there are reasons why the public does not understand. It is the wisdom of crisis public relations to disclose the facts selectively on the premise of ensuring sincerity. For some malicious attacks, crisis public relations should pay special attention to the scale, and should not be too aggressive because they feel innocent. For example, I think Netease's attitude is out of scale in the incident of "Brother Towel claimed that Netease copied from YEATION". In response, Netease YEATION called the other party a "liar named Zhu's youth" and accused Zhu's youth of touching porcelain. Although the situation feels that Netease YEATION has won, it is very uncomfortable and the win is not beautiful.

crises are everywhere, especially in the era of mass media, and the occurrence of crises is hard to prevent. Promptness, sincerity, courtesy and restraint are just the proper attitude in the face of crisis. But more importantly, enterprises or individuals should pay attention to avoiding the crisis in peacetime and establish a crisis prevention system as complete as possible.

Of course, the best crisis public relations is no crisis.

answer: the text is rambling. Editor-in-chief of book company, former Baidu senior product manager and writing trainer.

public number: rambling slash life (wendaodao666)