The company's attitude towards the crisis should be clear, clear at the first time, and can't escape the crisis by any means. This is the first essence of corporate crisis public relations. For example, China Yum! In fact, Brands said in the statement on the issue of "Sudan Red 1": "Although we have asked the relevant suppliers of Yum many times! Brand, to ensure that its products do not contain "Sudan Red No.1" ingredients, we have obtained their written guarantee. However, unfortunately, the ingredient' Sudan Red No.1' was still found in KFC's New Orleans roasted wing and New Orleans roasted chicken leg burger seasoning yesterday. " What kind of attitude is this? Ambiguous? Sophistication? This is obviously to divert the attention of the media and consumers and put all the responsibilities on the suppliers. Can the media and consumers be satisfied with this? Obviously not. After all, it is useless to do so. The management of KFC should first "take care of each other", clearly show their attitude and admit KFC's incompetence in quality supervision, instead of looking for scapegoats to excuse themselves.

For another example, after the crisis in central Sichuan, its chairman, Mr. Qu Chuangang, gave such an explanation for "improper operation": the specific method of snail meat refers to the Sichuan cuisine method about the strange taste of snails in the third issue of 2006. The implication is that this crisis is related to Sichuan cuisine, and Sichuan cuisine should bear certain responsibilities. In fact, this statement is exactly the same as KFC, which is of no help. Since Qu Chuangang has publicly apologized to consumers on behalf of the company and expressed his responsibility, there is no need to mention Sichuan food at this time. Even if it is really misled by Sichuan cuisine, this sentence can't be said now, that is to say, the person, time and occasion who came forward to clarify this point are all wrong. Moreover, the Beijing Municipal Health Bureau finally decided to punish the illegal acts that caused Angiostrongylus cantonensis according to the Food Hygiene Law of People's Republic of China (PRC) and the Administrative Punishment Law of the People's Republic of China. The fines for Huangsidian and Jinsongdian were 365,438 yuan+05,540 yuan and 654,330 yuan respectively. The information sent by the company should not be vague and changeable, which makes people doubt or guess. For example, in a chain restaurant, it is necessary to indicate which branch it is, so as to reduce the overall damage to the brand, otherwise it would be a big mistake to encounter "nine companies". For example, Sina Finance concluded that McDonald's had "three changes" in the face of "French fries crisis": the trans fatty acid content changed. On February 8, 2006, McDonald's publicly admitted that the content of unhealthy trans fatty acids in each McDonald's French fries increased from 6 grams in the past to 8 grams; Second, the variety of oil change, McDonald's China Company issued an emergency statement on the evening of February 8, saying that the French fries in McDonald's Chinese mainland restaurant are currently using "olive oil". On the morning of February 9, the "olive oil" in the previous statement was changed to "palm oil"; Third, change the composition of French fries. In February 2006, McDonald's quietly added the words "containing wheat, milk and gluten" to its official website. A week later, McDonald's publicly announced that its French fries contained allergic ingredients. Previously, McDonald's has always claimed that there are no such potential allergens in the French fries sold, and consumers who are allergic to dairy products can safely eat them. The message sent by McDonald's has lost the "stability" and "levity" that an international brand should have. Inconsistent information can only lead to more public doubts and speculations and deepen the crisis.

For another example, according to China Times, The Romance of Shu has always claimed to compensate patients for misdiagnosis fees in the early stage, and later claimed not to compensate patients for misdiagnosis fees. The person in charge of the emergency team of the Romance of Shu explained to the patient: "We made a mistake in the early stage." The person in charge of the team also said that the long-standing existence of Angiostrongylus cantonensis made it impossible for patients to be diagnosed, which was the negligence of the health department. Patients can ask the government and find a hospital. At present, the restaurant only pays part of the right medicine, and reports the medical expenses of which hospital it is confirmed. This inconsistent "fuzzy" treatment violates the principle of "clear" information, which makes people feel that they are shirking their responsibilities and patients will naturally be more angry. The correct way is to communicate and negotiate with relevant hospitals, come up with effective solutions and then release information, thus effectively solving the problem. After the crisis, an enterprise should not only "show its attitude" and "release information", but also "take care of others", stand on the position of "victims", formulate clear ideas to deal with the extended problems, do a good job of "aftermath" to the greatest extent, protect and comfort the "victims", resolve the "crisis" one by one, and take effective measures according to the situation of the enterprise. For example, after the crisis, Shu's romantic restaurant took four emergency measures to solve the problems for the "victims" as much as possible: First, the restaurant assigned a special car to monitor the inpatients around the clock; Second, the staff actively contacted the customers who used cold snail meat in the restaurant from mid-May to August 8 this year to follow up whether there was any abnormality; Third, make obvious hints in the restaurant. Anyone who has eaten snail meat during this period and feels unwell will be sent to the relevant hospital for a comprehensive examination 24 hours a day. 4. Open a 24-hour consultation telephone, and have a special person to answer the customer's consultation and contact related matters for consumers. These measures, to a certain extent, reflect the sense of responsibility of a catering enterprise and win the affirmation of consumers and the media. However, The Romance of Shu should take further effective measures to completely avoid the recurrence of similar crises.