Lead:? Crisis? Many enterprises are worried, but modern enterprises are faced with a market economy full of traps, and may fall into crisis every day, such as financial crisis, marketing crisis, product crisis, and even the crisis of business leaders. The following is the corporate crisis public relations I brought to you, hoping to help you.

First, the crisis broke out.

At 8: 50 a.m. on March 2, 2002/KLOC-0, the headquarters of Anhui Hefei * * Food Co., Ltd. received an urgent fax from the Guangzhou sales department of the company. The content is that the headline of Guangzhou * * newspaper published an article that is extremely unfavorable to corporate brands. The topic is "Does * * food contain carcinogens? ! "Guangzhou office will copy and fax the details published in the newspaper to the company headquarters.

The office building of the company headquarters, which is usually busy, was shocked by the sudden bad news, and the staff were terrified and whispering, as if a catastrophe was imminent and the building was about to collapse; In the past, the rapid and frequent ringing of the telephone seems to have lost its previous noise; The surrounding environment is chilling and depressing.

At about 9: 20, a clerk suddenly shouted: Netease has reprinted the article of Guangzhou newspaper. Several people present immediately reacted and logged into Sina, Sohu and Yahoo respectively. Unfortunately, in less than an hour, several major portals reprinted this article!

At about 9: 50, the company's 800 phone rang in a hurry, and other phones from the company's sales headquarters in China also rang one after another, almost all of which came from the media. Anhui Daily, Xin 'an Evening News, Hefei Evening News, Jianghuai Morning News, Xinhua News Agency Anhui Reporter Station, People's Daily Anhui Station and other local media went to the police to ask the truth and reason of the incident. And the central media, People's Daily Economic Edition, Economic Daily, Economic Information Daily, China Food News, China Quality News, CCTV? Quality line Wan Li Road? I also quickly called to ask. Local mainstream media in other provinces and cities also called the company headquarters, but because the line was busy, they transferred to the provincial and municipal offices.

At around 1 1, the phones of other departments in the company headquarters also rang one after another. Government leaders and relevant departments in Anhui and Hefei, as well as units and individuals who care about the company in the society, have called to inquire. On behalf of the municipal government, the deputy mayor in charge of Hefei personally called 12: 00 to inquire about the development of the situation and the cause of the incident.

At noon 12: 00, dealers and second-class wholesalers all over the country sent faxes asking for a return, and chain stores and supermarkets in Dalian also sent faxes asking for the company's products to be the same day? Remove the shelf and get out of the cabinet? .

In less than a day, only five or six hours, the company has already felt the speed of the spread of the information society. Do you feel it? Rain is coming, and the wind is blowing? Situation. This incident has obviously triggered media communication and speculation in related fields of enterprises across the country.

Second, the cause of the incident

As we all know, in the process of food production, in order to ensure the shelf life of products, food enterprises will add various additives according to the relevant national standards, but the requirements for the standards and scope of additives, especially sweeteners, are different in countries around the world. The products in this accident were caused by different definitions of additive standards by domestic and international teams.

According to GB2760 of the Ministry of Health? 1996 "hygienic standard for the use of food additives", this kind of food can be added with appropriate amount of saccharin sodium as the sweetener of the product, and the phenomenon that the sweetener exceeds the standard has never been detected in China.

So, how do the media in Guangzhou determine that the products contain harmful substances?

The Food and Environment Department of the Hong Kong Special Administrative Region found that six kinds of food additives in the port market/kloc-0 exceeded the standard or used additives illegally during routine spot checks. 19 In March, when the Hong Kong Food and Environmental Hygiene Department held a press conference, 16 kinds of food were placed at the front desk of the conference site for media reporters to take photos. The live broadcast of the conference was conducted on Apple TV, Jade TV and Phoenix TV in Hong Kong. Unfortunately, among the exposed products of 16, only the products of this Anhui company are mainland products, and the rest are imported foods. This will naturally become the basis for this newspaper in Guangzhou to write that report.

Why are there unqualified products in the Hong Kong market?

The reasons are: the standards of food additives adopted in Hong Kong and the Mainland are different; In Hong Kong, only aspartame is allowed as a sweetener of food additives. However, this enterprise in Anhui mistakenly confused domestic packaging with export packaging when producing food exported to Hong Kong, which led to the use of domestic packaging for food exported to Hong Kong, but the sweeteners labeled on domestic packaging and export packaging were different. This is the ultimate cause of this incident! ! Third, the beginning of public relations.

Are you ready?

At 9: 00, the vice president, department head and manager of the company headquarters have gathered in the president's office. On weekdays, the friendly, peaceful, amiable and kind-hearted president was suddenly shocked by the sudden impact, and the whole person was half lying on the sofa in the half office. Colleagues look at the president who works hard every day. Today, they have been hit like this. They are silently praying that this good man, his own enterprise and his own brand will survive this crisis safely!

At 9: 30, all the middle and high-level people in Hefei arrived (in the middle of the meeting, lawyer Zhu, the legal adviser, came by car for seventy or eighty kilometers). The president sat on the sofa and called the secretary to help everyone pour water, so that everyone could find a seat. The president cleared his throat and said, dear colleagues, everyone knows what happened and I don't want to say anything more. I just want to tell you that history has given us a chance to stumble. How can we seize this opportunity to have a wonderful "forward somersault" in front of the world, or at least a "forward somersault" to test our basic skills? . Everyone was moved by the president's humorous metaphor, and gradually relaxed their tense nerves and their expressions gradually lost their frozen state. At this time, the president continued: Now, I declare that we call today's incident "3.2 1" and the company implements unified emergency command. At the same time, set up the company's 3.2 1 incident crisis public relations Committee; The director is the president. The Committee consists of legal affairs group, media public relations group, government public relations group, customer public relations group, employee public relations group, financial settlement and security group and secretariat. , and publish the list of responsible persons and members of each group, as well as the working objectives and emergency decision-making procedures of each group; The president also told everyone that this matter has been reported to the Standing Committee of the Municipal Party Committee, Minister Sun of the Propaganda Department and Vice Mayor Sheng, who is in charge of industry. (Sure enough, at noon 12: 30, Minister Sun and Vice Mayor Sheng came to the company on behalf of the municipal government and personally served as honorary directors of the company's crisis public relations committee. )

At noon on March 2 1 2002, the heads of various departments and company leaders who received the task launched public relations actions one after another.

At 2: 00 pm, the company's legal official letter, lawyer's open letter and the company's public statement on this incident have been drafted and finalized, and faxes have been sent to offices, branches, mainstream media and related media that have reprinted the article as required.

Does online media public relations begin?

Internet media was conquered first because of its fast communication speed and no legal responsibility for the reported content? Hill? . At 2: 30 pm, the managers of Beijing Branch, Miss Li, Mr. Dai and their team went to the Beijing headquarters or branches of Sina, Sohu, Netease, Yahoo and other portals with lawyer's letters and open letters respectively to conduct public relations lobbying, explain the cause of the incident, and show the company's position and lawyer's attitude.

At 4 pm, Sina first deleted the report;

At 4: 30 pm, Sohu, Netease and Yahoo deleted the report one after another.

At 7: 30 in the evening, the reprinted reports of online media were basically deleted!

News of the success of online media public relations activities has made the leaders and comrades at the headquarters relax a little after a tense day.

Government public relations begins?

The core of 3.2 1 event is technical standard. Therefore, the core of government public relations should be the Ministry of Health in charge of additives. Vice President Xu of a company in Beijing ordered the public relations of the District Health Bureau. They found the Standards Department and related departments. The company's product standards were initially affirmed by the health department, and there was no problem in the domestic market, but it did not agree to issue relevant certificates. Although there is no substantial progress, but participate in the public.

The hanging heart of the sealer finally landed.

Then Mr. Xu and Ms. Li from Beijing Branch went to the Trademark Office of the State Administration for Industry and Commerce to inquire about the company's brand declaration? China famous trademark? When can I get an answer? What they didn't expect was that the Trademark Office of the State Administration for Industry and Commerce had learned about the company's situation and would fill it up immediately? China famous trademark? The plaque and reply were given to Xu and his party. This indicates that the company is carrying another handle? Fang Shangjian? .

No matter what kind of enterprise, it is inseparable from the strong support of the local government. 3.2 1 incident has attracted the attention of relevant provincial and municipal leaders and departments. In the afternoon, the president of the company reported to the provincial economic and trade commission, the planning commission, the general office of the provincial government, and the main leaders and leaders in charge of the municipal party Committee and government, which was recognized and strongly supported by provincial and municipal leaders. He entrusted Director Wang of Hefei Foreign Affairs Office to take the lead in organizing a press conference in the name of Hefei Municipal Government. On the one hand, he showed the company to the media. China famous trademark? The title and style of the enterprise, on the other hand, shows the government's trust attitude towards the enterprise! At the same time, the mayor in charge asked Hefei Municipal Bureau of Technical Supervision and Health Bureau to conduct emergency spot checks on product qualifications and release them at the meeting. This meeting is so important that it is simply the most important part of the whole crisis public relations.

Customer PR started?

Because the March 2 1 incident spread too widely and spread too fast, it was exposed to the public without any response. Therefore, the customer's reaction is very strong, because this food has just sold well for a year or two, and adults and children love it; As soon as the media reports are made public,

It seems that all of a sudden everyone has become a cancer patient. So the supermarket pulled down the shelves and cabinets, and customers returned them.

After receiving the company's unified instructions, lawyers' letters and open letters, each business department launched the most difficult round of customer-to-customer public relations. Because these offices and branches are not as centralized as corporate headquarters, they have to face the tracking of local mainstream media and deal with customers and customers' inquiries. Many executives have been unable to sleep for four or five consecutive days.

Customer public relations in various places first started from supermarket chains, such as Carrefour, Wal-Mart, Tesco, Hualian, Xinyijia, Lianhua and Yichu Lotus. After the communication between local offices and branches, and the lawyer's letter from the company headquarters to these large supermarket chains and store headquarters, the main supermarkets will not be removed for the time being, and we will observe them for a few days. As a result, the company carried out customer public relations in major supermarkets, and launched product promotion and brand.

Promotion work. About fifteen days or so, the commotion in supermarkets and shops gradually stabilized.

Consumer PR?

Due to the large number and scattered crowd, consumer public relations mainly rely on media advertising public relations. First, the enterprise obtains. China famous trademark? Inform, the second is the product image promotion of domestic companies. The company has successively signed emergency advertising contracts with CCTV and provincial and municipal satellite TV to carry out air media communication; At the same time, we cooperate with China Quality News, China Food News and mainstream print media in various provinces and cities. Then continue with the announcement of the Ministry of Health.

Publicity makes the public relations effect of consumers more obvious. After about 30 days, sales resumed and dealers began to place orders.

Press conference?

In all public relations links, the two press conferences of March 21event play a vital role. The first is the Hefei Municipal Government on March 24th.

Press conference. Second, on March 27th, Hefei Municipal Government and the company jointly held a meeting for Chinese and foreign journalists in Guangzhou.

On March 24th, led by Hefei Foreign Affairs Office, it was held in Hefei Angang Hotel? Hefei municipal government * * brand acquisition? China famous trademark? Press conference? . Journalists from Xinhua News Agency, People's Daily and Economic Daily, as well as local journalists from professional media such as Anhui TV Station, Anhui Daily, Xin 'an Evening News, Jianghuai Morning News, Hefei TV Station and Hefei Evening News are invited to attend. The press conference invited Director Wu of the Provincial Administration for Industry and Commerce, the Standing Committee of the Municipal Party Committee, Minister Sun of the Propaganda Department, Vice Mayor Sheng of the Municipal Government and Director Shang of the Municipal Bureau of Technical Supervision to attend. At the press conference, Vice President Xiong first introduced the countermeasures taken by many companies after the incident, and read out the company statement and lawyer's letter. Director Wu of the Provincial Administration for Industry and Commerce read out that the Trademark Office of the State Administration for Industry and Commerce recognized * * brand as? China famous trademark? Reply; Director Shang of Hefei Municipal Bureau of Technical Supervision read out the results of emergency spot checks on products, informed the results of previous spot checks, and emphasized that product quality and production technology meet national standards. Deputy Mayor Sheng of Hefei Municipal Government expressed his position on behalf of the municipal government? Three resolute? Firmly believe in the company's products, resolutely support the crisis public relations work of enterprises, and resolutely safeguard the legitimate rights and interests of enterprises. Minister Sun, the representative of Hefei Municipal Committee, proposed to the local media in Anhui and Hefei from the perspective of publicity? Based on facts, not spreading unfounded news? Requirements. Finally, the company leaders accepted questions from the media. Because the Hefei Municipal Party Committee and Municipal Government have a firm attitude, the meeting specifications are relatively high.

Therefore, there is no negative news and hype in the local media in Anhui Province and Hefei City. ? Are you home? That's settled.

On March 25th, under the leadership of Minister Sun of the Municipal Party Committee and Vice Mayor Sheng of the Municipal Government, Director Shang of Hefei Municipal Bureau of Technical Supervision, Director Wang of Foreign Publicity Office, Deputy Director Huang of Government Office, the president of the company, the manager of the president's office and the secretary flew to Guangzhou and met with Vice President Xiong who had arrived in Guangzhou earlier.

Lawyer Zhu, the company's legal adviser, met with Manager Peng of Guangzhou office to prepare for the press conference in Guangzhou on March 27th.

65438+00: 00 am on March 27th. Press Conference of Hefei Municipal People's Government and Hefei * * Food Company * * Brand Obtaining China Famous Trademark? Start on time. Deputy Director Lin of Guangdong Economic and Trade Commission, Deputy Director Li of Guangzhou Municipal Bureau of Technical Supervision, Food Inspection Institute of Guangdong Provincial Health Department and a biologist from South China University of Technology were invited to attend the meeting. Responsible persons of important Class A stores such as Wal-Mart, Carrefour and Trust-Mart who were invited to attend the meeting 1 1 person; More than 30 journalists were invited to attend the meeting. Hong Kong and Macao media include Phoenix Information Channel, Apple Channel, Jade Channel, Macao TV Station, Hong Kong Wen Wei Po, Ta Kung Pao and Macao Daily. Guangdong and Guangzhou-Shenzhen media include Guangzhou Daily, Yangcheng Evening News, New Express, Southern Metropolis Daily, Shenzhen Business Daily, China Quality News, Guangdong Business Daily, Guangdong TV Station, Southern TV Station (Economic Station and Metropolitan Station) and Shenzhen. The meeting was presided over by Wang, director of the Municipal Foreign Affairs Office. First, Vice President Xiong introduced the course and current situation of the 3.2 1 incident. Then Vice Mayor Sheng of Hefei Municipal Government announced that the brand * * had been acquired? China famous trademark? , and released the Hefei municipal government? Three resolute? Viewpoint; Director Shang of Hefei Municipal Bureau of Technical Supervision and experts from Food Inspection Institute of Guangdong Provincial Health Department have successively issued product quality qualification announcements; Then, Professor South China University of Technology saves the legal use of additives, the specific environment of animal overdose test, the academic research and controversy of harm, GB2760? 1996 "hygienic standard for the use of food additives" gives expert opinions on effectiveness and safety; Finally, Minister Sun, on behalf of Hefei Municipal Party Committee and Municipal Government, delivered a speech entitled? Unswervingly support enterprise development? He also invited the media to visit enterprises in Hefei and welcomed the media to continue to supervise enterprises.

After the press conference, company leaders and professors from South China University of Technology accepted joint interviews with Phoenix Information Channel, Macau TV Station, Hong Kong Wen Wei Po, Ta Kung Pao, Macau Daily, Guangdong TV Station, Southern TV Station and Shenzhen TV Station.

That night, the media attending the press conference reported that the brand of * * had been acquired. China famous trademark? News, and reported the joint interview, as well as South China University of Technology experts interviewed by reporters. At this point, the first battle of news media public relations was successful, and the biggest hard bone was chewed down. Everyone was nervous for a week and gradually released a little smile.

Employee public relations?

Because the company enjoys a high reputation in Anhui Province and Hefei City, the company and the president have a good reputation, and the employees are very concerned about the development of this incident, but no one resigned or left because of this incident. As long as the president is in Hefei, he will personally go to the production and operation site every day to explain the latest progress in incident handling, and all departments and units will follow the instructions issued by the company in an orderly manner. Therefore, employees basically do not have any turmoil and anxiety. The day after the incident, the workshop resumed production.

Responsible media communication

Guangzhou newspaper, the responsible media for the "3.2 1" incident, is a sub-newspaper of a large local evening newspaper in Guangzhou, which has a certain degree of hype. Lawyer Zhu, the company's legal adviser, communicated with the media many times with the company's opinions to clarify the legal consequences. Finally, the company spent hundreds of thousands of dollars advertising in this media, and the media also issued a statement saying that the news was wrong.

Follow up the work continuously?

After the incident, there are still a large number of media, and companies are required to make follow-up reports. Every day, phone calls and emails keep coming. Some media took the opportunity to let enterprises advertise and follow up until the end of April. There are still sporadic media reports.

On March 29th, the Ministry of Health issued? A statement about the stevioside incident? . It turns out that the impact of domestic stevia products has caused great commotion and controversy in the international sweetening additive industry. Some countries in the world, especially those in North China and Oceania, have stopped importing stevia from China. While the company was dealing with the 3.2 1 incident, many stevia sugar production enterprises in the mainland had stopped production and closed down. So the announcement of the Ministry of Health gave everyone an official official result. The whole incident gradually subsided because of the announcement of the Ministry of Health.

Fourth, reflection on the crisis.

Looking back on the company's 3.2 1 incident, it is not difficult to find that there are big problems in the internal management of enterprises. Especially two days before the incident, that is, on the night of March 19 when the Hong Kong media exposed it, a vice president of the company already knew the news, but he did not pay attention to it and did not take remedial measures in time; Instead, it was not reported to the president until the 3.2 1 incident broke out. This may be another reason for the crisis. Imagine that if the company immediately looked for the reasons after the exposure of the Hong Kong media on March 91and started the public relations of the Hong Kong media on March 20, then the subsequent 3.2 1 incident might not have happened.

The 3.2 1 incident caused direct and indirect economic losses of about120,000 yuan, and the brand image was affected to some extent. The incident itself gave the enterprise a lot of reflection:

First, all aspects of enterprise management, especially detail management, have not yet met the needs of the rapid development of enterprises. The company's sales doubled for three consecutive years, which led some people, especially some middle and high-level people, to ignore the details and the end of management.

Second, internal communication is not timely, accurate and borderless. The Ministry of Foreign Trade guides Hong Kong media reports, but blocks other departments of the company.

Third, enterprises have not established emergency plans and prevention systems. Although the company has detailed arrangements for crisis management, because there is no system to regulate it, everyone still seems to be in a hurry and has no bottom; Moreover, it is precisely because of the lack of preventive measures that the 3.2 1 incident broke out.

Fourth, there is something wrong with the inspection and supervision in the process of product realization. The packaging is wrong and there is no inspection and investigation, which makes people doubt the inspection process. How to ensure product quality?

Fifth, how to mobilize enterprise resources in the crisis. It should be said that this company is rich in internal and external resources, especially in resources. The heads of offices all over the country are independent public relations, and the headquarters only has public statements and lawyers' letters, and local resources are allocated by the offices themselves. Therefore, the cooperation between the headquarters and all localities is very tacit, and the resource advantage is maximized.

Sixth, the role of the government in crisis public relations. If the crisis public relations of 3.2 1 incident does not involve the whole process of government leadership, then the public relations results will be difficult to predict. Because the government's attitude is very firm, and the credibility of the government is far greater than that of a single enterprise.

Seventh, how to deal with the media. Some people say that the media is? Cheng Xiao failed me, too? You can only stay at a respectful distance from others, pay without kissing, and use without paying attention. I also agree with these views. Some media, in order to hype the media's popularity or the reporter's own popularity, deliberately and maliciously published irresponsible reports, which led to many enterprises being pulled down.

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