The successful cases and analysis of crisis public relations are as follows: Take the advertising discrimination of Burger King chicken burger as an example. As follows:

1, event details

2065438+At the beginning of April 2009, Burger King posted a new hamburger advertisement on Instagram, which was accused of "racial discrimination". The actor in the video is struggling to eat hamburgers with a pair of huge chopsticks. The picture was suspected of being a spoof, which caused dissatisfaction among netizens and condemned Burger King for alleged racial discrimination.

2. Responses of all parties concerned

Burger King quickly responded to public relations when public opinion was in the development stage, and removed advertisements from social media. Woodbridge, head of the company's marketing department, said: "We sincerely apologize for this advertisement that offended the (Asian) community. It does not reflect our brand values of pursuing diversity and inclusiveness.

In this public opinion incident, many media will spontaneously report the follow-up behavior of Burger King, which is similar in nature to the dolce & gabbana incident, and the media will take the initiative to compare the two. Compared with dolce & gabbana, Burger King's public relations behavior is easy to get a good impression.

Burger King's timely apology and withdrawal of the advertisement won him a turn for the better, prevented the further fermentation of the incident, prevented the public opinion from continuing to rise and caused greater influence.