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Anonymous users2024-02-06There are two sides to a crisis: if it is handled well, it can turn a crisis into a new opportunity. This reminds me of an example that our lecturer taught:
A property company in Shanghai has just taken over a large-scale commercial real estate that has just been completed. One day, many birds flew in the top floor of the property and pulled a lot of bird droppings inside, and this floor has been rented out to the owner. This immediately attracted the attention of **, why did the birds fly into this building, is it a feng shui problem?
Or a bad sign? Wait a minute. At this point, what do you do?
The property manager, with an idea, said to the visiting **, this is a good sign, these birds are beneficial birds, the reason why they choose this building as a resting place means that this building is very good, very popular with birds (he said that birds come to this building to eat insects and so on), they will organize personnel to seal the top floor of the building with a net, and ask the city zoo and animal protection association to adopt them. Through this successful crisis public relations, not only did the owners of the building not complain or even move out because of this, but through the amplification of the first report, it attracted more enterprises to settle in. Therefore, every crisis, for the enterprise, is not only a crisis, but also a great opportunity to improve and show itself.
Good crisis PR can achieve very good results.
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Anonymous users2024-02-05The successful case and analysis of crisis public relations are: taking the Burger King Chicken Burger advertisement discrimination incident as an example. As follows:
1. Event details.
In early April 2019, Burger King's Instagram ad for a new burger was accused of "racial discrimination," in which the actor struggled to eat a burger with a pair of giant chopsticks. There is a suspicion of spoofing and abruptness in the picture, which caused dissatisfaction among netizens and condemned Burger King for suspected racial discrimination.
2. The parties involved respond.
Burger King quickly responded to the public relations when the public opinion of the incident was in the development stage, and removed the advertisement from social **. Woodbridge, the company's head of marketing, said: "We sincerely apologize for this ad that offended the [Asian] community.
It doesn't reflect our brand values of diversity and inclusion.
In this public opinion event, many self or ** will spontaneously report on Burger King's follow-up behavior, and similar to the nature of the Dolce & Gabbana incident, ** will take the initiative to compare the two, and in the comparison with Dolce & Gabbana, Burger King's public relations behavior is easy to gain favor.
Burger King's timely apology and removal of the ad won a turnaround for itself, prompting the incident to prevent further fermentation and avoid further public opinion from causing a greater impact.
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