For any organization, the reason why a public relations crisis occurs is simply because its behavior harms the interests of the public, thereby arousing public dissatisfaction, which in turn affects the survival and development of the organization.

Therefore, no matter who you are, once a public relations crisis occurs, if you want to turn the crisis around, you must first not think about yourself, but face the public with the greatest sincerity, take responsibility, express a sincere apology to the public, and at the same time do your best to compensate the public for their losses.

Only in this way is it possible to regain trust and continue to develop.

What's more important is that institutions must be forward-looking and make sufficient efforts in daily management to fundamentally prevent crises from occurring.

The starting point and goal of all preventive measures should be to prevent damage to public interests.

But unfortunately, in reality, there are not many institutions that manage public relations and deal with public relations crises in this way.

The motives for handling crises in many incidents are very problematic. They are not considering public interests, nor are they trying to prevent and solve problems. Instead, they are always based on their own interests and think about how to get ashore safely as soon as possible.

If Shuanghui really puts the interests of consumers first, I think its self-proclaimed 18-step inspection process will not fail to detect clenbuterol.

Unfortunately, this promise only appears in advertising.

After something went wrong, his first reaction was to cover it up and prevent the public from knowing about it. He couldn't hide it any more, so he could barely apologize, but when it came to responsibility and compensation, he took things lightly and passed the responsibility on to him.

Others act like they are hurt.

In fact, as long as any organization has a sense of social responsibility and implements it into daily management, public relations crises will not easily occur.

But this is exactly what many companies lack.

The more serious problem is that they have more resources, so they can not conduct crisis public relations, they can not apologize, they can not be responsible, they can not compensate, and finally they can ignore public opinion and survive the crisis safely.

This is the most disturbing part.

(Zhou Yun, the author is an associate professor at South China University of Technology) Original title: Public relations are not always tried and true.