Due to the changes of enterprises or special events in society, the adverse impact on an enterprise or brand involves a wide range of social aspects in a short time, which is a crisis for an enterprise or brand. Public relations is the stage from occurrence to elimination: for example, establishing a strong crisis handling team, including monitoring the occurrence and spread of the crisis; Carry out the established principles and policies, and gradually implement the crisis handling strategy; And can stop the adverse impact of the crisis on enterprises in time, restore the image of enterprises or brands as soon as possible, and actively restore the trust of consumers, society and government in enterprises; These means, such as communication, advertising, marketing and public relations activities, are all crisis public relations.
Crisis public relations is the standard to measure the comprehensive strength of enterprise public relations, and it is also the foundation for any enterprise to stand on and develop. There are many cases at home and abroad, and enterprises are instantly destroyed by the crisis, which puts higher demands on our public relations department. But now the public relations departments of many enterprises (planning department, marketing department, news department and propaganda department) are stuck in the tedious work of issuing corporate press releases and accepting media interviews. So that the corporate public relations department will eventually become the money trading department of enterprises and media. There is no good public relations planning ability, no overall grasp of the enterprise, no insight into the outside world, so when the crisis comes, we can only pay off individual journalists and spend a lot of money on advertising to make up for it. If this practice continues, it will eventually lay the groundwork for the failure of enterprises.
How to deal with the crisis is an important issue for our public relations department. ? Crisis is like fire, fire and water are ruthless? It can be said that the public relations staff of every enterprise will describe it like this. And then what? People in the public relations department are like firefighters, and solving the public relations crisis is like firefighters putting out fires? . Therefore, enterprises should establish a set of early warning measures, have a calm attitude towards possible crises and have an orderly solution.
? Quadruple door? Questioning the Crisis Public Relations Ability of Multinational Corporations
In just one month, foreign multinational companies experienced Google's withdrawal, HP's quality, Toyota's recall and KFC's murder in China, covering three major industries: it, catering and automobile manufacturing. This? Quadruple door? Is it only the occasional development of multinational companies in China? Drop in. Situation, or its development in China? Life gate? This? Quadruple door? What is more tortured is the crisis public relations ability of multinational companies or the responsibility of enterprises? Is it accidental or inevitable?
Interviewer: China Sankei Shimbun reporter Zhu Hui.
Interviewee: Wang Wei, an expert in crisis management. Interview form: telephone interview.
Zhu Hui: This? Quadruple door? Is it only the occasional development of multinational companies in China? Drop in. Situation, or its development in China? Life gate? Will these four doors have a fatal impact on the image of multinational companies involved in China?
Wang Wei: Many changes have taken place in the environment of multinational companies in China. The threshold for China's government to invest in industry in China has been raised, while consumers in China have not looked up to multinational companies. However, if multinational companies still look down on problems, problems will inevitably arise. Therefore, multinational companies must adjust their perspectives, that is, head-up.
HP is acting, paying the price and working hard for the failure of the early warning mechanism. KFC is a brand crisis, it's no big deal. Toyota's idea of balance is fatal, and the threshold for recalling domestic cars may be raised. Google involves non-market factors and extended things.
Zhu Hui: Are you interested in multinational companies here? Quadruple door? Are you satisfied with China's crisis public relations measures? Do you need further improvement?
Wang Wei: I'm absolutely not satisfied. China's market treatment is definitely different from that of the West, including the characteristics of China. That is, the west emphasizes investigating events? Establish an attitude? Take action, China. Does it have to establish an attitude? Investigate the incident? Taking action is a small step and a big step. Why?
In business, we never pay attention to obeying the rules, and the ultimate goal is to maximize efficiency and income. If something goes wrong, investigate it first, and then give the public what they think is perfect after everything is clear. If it is your own mistake, you will admit your mistake and apologize, and be brave enough to bear it; If it's not your own fault, you must fight for it, and never put the responsibility on others. This kind of thinking is too rational and ideal. It is impossible for the whole world to be silent and say nothing, waiting for the final investigation results of the enterprise. At the moment of the crisis, it is indeed possible that the situation is unknown and it is difficult to immediately understand where the problem lies. It is necessary to take active measures to investigate and clarify, but it is not the only thing that enterprises can do. Once the public's anger is ignited, it is likely to spread rapidly, and it is imperative to control the development of the situation. In the western public relations management lesson plans, it is often emphasized how to deal with the crisis in the first place, because this is the prime time for enterprises, and enterprises must make their own voices. The spiral principle of silence in communication is also confirmed here. When an enterprise is busy investigating events and holding meetings to discuss strategies, the public may simply have no patience to wait for this marathon conclusion. If some media think that the attitude of enterprises is not correct enough, then the voice of the public will drown out the expression of any future voice of enterprises overnight. Irresponsible enterprises? This title is unbearable for enterprises. After some mass consumers are emotional, it is easy to put their emotions? Infection? For more people and businesses? Question? Will be transmitted indefinitely.
Secondly, the decision-making of multinational corporations in crisis public relations should be shortened and accelerated.
Zhu Hui: Through this? Quadruple door? After the incident, we found that the traditional crisis public relations procedures of multinational companies no longer work. What do you think is the reason for ineffectiveness and how to improve it? What should the traditional crisis public relations procedure be like? What should be the crisis public relations procedure under the new situation?
Wang Wei: Is there a problem? Call the media (notify the media)? Give the official reason for the problem of the company? Official statement: although the main responsibility for the problem is not our own, we are still willing to apologize sincerely. Find several typical problem-related people to solve the problem. Show the positive attitude of the company to the media? Turn a major accident into a minor accident
For the public relations staff of multinational companies who are familiar with the crisis, they may still remember the crisis public relations process. Perhaps compared with customers in other countries, these public relations staff can save some links in the process for customers in China. And multinational companies have been in China for more than a month? Quadruple door? The actions after the incident further confirmed the unity, simplicity and standardization of this process.
In fact, both domestic enterprises and multinational companies now have a conceptual mistake, and often encounter a crisis will produce a constant? Fix it? This idea, and the crisis management I have been advocating, are actually unfair in many things. For example, two years ago, you tried to settle the Toyota incident, and two years later, the problem broke out and the impact was even greater. ?
The idea of balance is very harmful for enterprises to deal with crises. I've said it many times before, so I don't need to say anything.
Zhu Hui: What should enterprises continue to do in the post-crisis public relations period?
Wang Wei: The necessary conditions for a successful crisis are 4+ 1, that is, four conditions and one opportunity. These four conditions are good early warning, mature team, correct strategy and strong public-private relations, including government relations, media relations and industry consumption relations.
Crisis management needs timely and targeted measures, but it is not a simple palliative problem, but an absolute systematic project, although it may focus on one aspect due to specific circumstances (of course, this is also necessary). Horizontally, crisis management includes getting along with the trinity of government departments, media and consumers; Vertically, it includes a series of processes such as pre-crisis warning, crisis preparation, crisis recovery and post-crisis review and summary. Some are successful and some are unsuccessful, but their experiences are not meaningless. It is not difficult for us to draw a conclusion that for the systematic project of crisis management, the market environment of media consumers and government departments is an organic whole, and any unilateral measures aimed at breakthrough, or crisis public relations rather than crisis management.
For example, there are only four keys to drive, namely, throttle, clutch, steering wheel and brake. If you want to drive skillfully, you need more time to run in the expressway. Crisis management is only the organic combination and application of early warning, team building, crisis strategy and implementation. Because of this, multinational enterprises still have a long way to explore and practice in crisis handling, recovery, early warning and response.
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