The most common causes of crises are:

First, the crisis triggered by daily consumer complaints or by employees suing the company for not getting along with the company. Representative cases such as Procter & Gamble SK-II crisis, Jiangxi consumers will be Procter & Gamble to the court, because the use of SK-II products, instead of the advertised miraculous efficacy, but led to skin burns. Another example is the Ikea crisis, which was triggered by a Beijing consumer who told the media that his purchase from Ikea had not been delivered for two weeks, followed by numerous similar complaints that triggered Ikea's first crisis after coming to China.

Secondly, the crisis was triggered by news reports of problems occurring abroad, which led to the crisis of foreign companies in China. Representative cases such as the Colgate crisis, there are reports that the U.S. scientists found that Colgate toothpaste contains substances that may cause cancer, while the actual report came from a British tabloid. Another example is the Johnson & Johnson crisis, which began when India's Food and Drug Administration found paraffin oil and other chemicals harmful to babies in a variety of Johnson & Johnson products, including baby oil, and demanded that Johnson & Johnson remove the "For Babies" logo from some of its products.

Thirdly, the crisis was triggered by the discovery of quality problems or illegal behaviors by government agencies such as industry and commerce, taxation, and quality inspection. Representative cases such as the bright milk crisis, Zhengzhou City Food and Drug Safety Commission issued a written investigation document, said Zhengzhou bright used in the shelf life of the stock of milk for reprocessing. KFC's "Sudan Red" crisis was also caused by the detection of "Sudan Red" in its New Orleans barbecue wings and New Orleans barbecue chicken thigh burgers by the quality inspection department.

Fourth, the crisis caused by national sentiment. McDonald's aired a TV advertisement in which consumers kneeled down and begged for discounts from merchants, and a wave of criticism arose on the Internet. Another example is a media report that Asahi Beer and other major Japanese companies funded the Japanese right-wing revision of history textbooks, distorting the history of the Japanese invasion of China, some supermarkets and restaurants in Changchun began to stop selling Asahi Beer.

Fifth, the crisis was triggered by production safety. Representative cases include a coal mine explosion in Shanxi and an accident involving construction workers at Fortune Real Estate.

How to resolve and cope with the crisis?

First, rapid response and timely handling is crucial. After a crisis occurs, it is best to nip it in the bud quickly. The prerequisite for timely handling is correct judgment, which requires that the person making the judgment must understand Chinese culture and policies before he or she can accurately judge and analyze the nature of the crisis occurring in China. After analyzing, one must also correctly determine what attitude to adopt toward relevant groups such as the media, consumers, or government administration.

Second, flexible handling. Can not be applied to the general operating rules of crisis PR in all cases, should be specific analysis of specific issues, which is like a doctor treating a disease, even if the patient's condition is a cold, but also according to the type of cold prescription.

After the occurrence of the five types of crises mentioned above, different treatment methods should be used, and the focus of the treatment is not the same. In response to a crisis arising from a consumer or employee complaint, the need to quickly address the specific problem of the consumer or employee is very important. Although some consumers or employees put forward the request is very outrageous, the company also need to seriously study to make a feasible program to deal with the crisis generated by the source of the disease under control, in order to effectively deal with such crises, control the entire condition.

For the crisis generated by the domestic foreign enterprises due to the problems occurring abroad through news reports, should seriously analyze the corporate products on the Chinese people have no impact, and to tell everyone sincerely. The company's attitude has a great impact on consumers, and if the company adopts double standards abroad and at home, and does not have a sincere attitude toward the general public, it will further aggravate the crisis.

In response to the crisis triggered by quality issues, companies should contact government departments such as industry, commerce and taxation in the first instance, or ask experts or higher-level authorities to test the quality again.

Three stages in the development of China's PR industry

The period of introduction and pioneering.In the early 1980s, special economic zones such as Shenzhen, Zhuhai and Shantou were declared, and a number of Chinese-foreign joint ventures in hotels and guesthouses were completed in a number of important cities. These joint ventures adopted the international standardized management mode, imported the public relations management function, and set up the corresponding institutions.

Adaptation and development period. ...... The only thing that can be done is to pretend that it never happened ~~ it's not much use to deal with it ~~ to be honest you can only get yourself in trouble

Delki removed the problematic products at the first opportunity and took the initiative to apologize to consumers. The establishment of the "Food Health Advisory Committee" and the release of the "Food Health White Paper" were accompanied by a series of public relations activities across the country. All in all, KFC Sudan red crisis out or can, to the greatest extent possible to reduce the loss of customers, KFC is quite unlucky recently, bird flu is not over, and then came the Sudan red. Fortunately, KFC has done a better job in China, with a certain accumulation of backing.