1. United is towing passengers.
On April 10, 2065 438+07, a passenger towing incident occurred in Chicago by United Airlines. The incident happened on United Airlines flight 34 1 1. At that time, a doctor was asked to get off the plane, but he didn't want to leave, and the security personnel rudely dragged him out of the cabin. The video immediately caused widespread concern and condemnation. United Airlines took a threatening and tough attitude after handling the incident, and did not apologize in time, which triggered discussions and protests on social media. The rapid development of the situation eventually led to a sharp drop in the market value of United Airlines, and the company's share price once fell by more than five percentage points.
2. Volkswagen tailgate incident
In 20 15, Volkswagen became a worldwide figure because of cheating in emission tests. Volkswagen installed software to cheat the US Environmental Protection Agency and European regulators in the emission test, which made the exhaust emissions of some diesel vehicles lower than the actual value. After the information was leaked, it caused billions of dollars in losses, and more importantly, it damaged the company's reputation. Herbert Diss, CEO of Volkswagen, resigned and the company's top management changed blood. This incident is still widely regarded as one of the representative cases of public relations crisis.
3. The service quality of Comcast in the United States
In 20 14, Comcast was accused of improper customer service behavior, such as laughing at customers on the phone and using cumbersome voice menus for a long time without solving problems. After these complaints were filed, Comcast did not take timely actions to improve the service quality, but took "tough measures" to deal with the complaints, which further deteriorated its image. Later, the company was repeatedly rated as one of the companies with the worst business services, and its market share and image were seriously damaged.
4. Pepsi's advertising incident in the United States.
In 20 17, Pepsi used the lens of kendall jenner against peaceful demonstrators in an advertisement, and portrayed it as a "mediator", trying to convey "unity and reconciliation" in this way, which caused widespread criticism and condemnation. Many people think that this advertisement tries to make use of social hotspots to fabricate and downplay reality, which makes Pepsi infamous in the public.
To sum up, the above cases are all due to improper handling of corporate public relations, which leads to the deterioration of the crisis. For enterprises, quick response to the situation, positive image management and sincere apology are the key factors to solve the crisis. The following lessons can be drawn from these cases:
1. Apologize in time
When a public relations crisis occurs, enterprises should take timely measures to apologize to the audience through social media or press conferences, and express their willingness to take responsibility and improve the problem. Silence or shirking responsibility for a long time will make the corporate image worse and further worsen the crisis.
2. Choose your topic carefully
Enterprises should pay special attention to the topic selection when planning advertisements. Some sensitive topics may arouse the public's sensitive emotions and eventually lead to public relations risks. Therefore, enterprises need to carefully choose the appropriate advertising theme through market research and observing the reaction of social media.
3. The importance of social media
In public relations events, social media has become one of the platforms to spread information and arouse public opinion. Therefore, enterprises need to pay close attention to the dynamics of social media and actively respond to the reactions of netizens. In the Internet age, it is particularly important to express one's position in time and conform to the trend of the times.
4. Take service quality seriously.
Especially for enterprises in the service industry, the attitude towards customers and the quality of service are very important. In case of misconduct, enterprises should take immediate measures to solve the problem. Excessive shirking responsibility or ignoring customer complaints will lead enterprises to lose customer loyalty, damage corporate image and reduce market share.
Generally speaking, public relations crisis management is very important and necessary for enterprises. Enterprises need to establish a strict crisis management system, improve the speed and accuracy of response, strengthen the monitoring of social media and adopt reasonable crisis public relations strategies according to the actual situation, and finally protect the brand reputation and image of enterprises.