What are the cases of corporate crisis public relations?

During the "315" period in 2017, Muji was CCTV** "Some imported food is produced in Japan's nuclear contaminated areas". Muji issued an official statement the next morning, clarifying the facts, justifying the truth and resolving a trumped-up crisis on the spot.

In August 2017, Haidilao's kitchen incident. In the afternoon of the same day, Haidilao issued an official statement, indicating the attitude of admitting its mistakes and quickly rectifying it, and public opinion quickly reversed, winning the sympathy of netizens.

So what are the characteristics of successful crisis PR? I summarize it in the following three points:

1.Respond quickly when a crisis occurs.

The world's martial arts are only fast and unbreakable. Especially in the age of the Internet, if you can't respond to a crisis as soon as it happens, and wait for the situation to deteriorate exponentially, it will be too late. For example, in the case of Haidilao, for the catering industry, the problem of kitchen hygiene is basically a fatal blow to the head-on.

If Haidilao hadn't made a sound on the afternoon of being **, it would probably have been defeated.

2.Be honest in your response.

After being **, if the facts are true, then don't have any luck and evasive attitude. It is time to admit mistakes and admit mistakes, and to rectify and rectify, please take responsibility and take responsibility. In front of the public, any bit of insincerity in the attitude will be infinitely magnified in front of the public, leading to the whole crisis getting out of control.

Jay Chou's handling is very smart, no one is perfect, and it can be understood. On the contrary, if you use strong words to avoid reasoning, you will be stingy and easy to lose people's hearts.

3.The response should be polite, courteous, magnanimous, and measured.

In the event of a crisis, the person concerned will easily rush to the top of his head with enthusiasm and lose his bearing. For example, Muji was 315**, and it was finally proved to be a "mistake". If Muji angrily puts on this attitude of not going back to the pot and angrily goes back, what will be the result?

We can imagine.

With generosity, there must also be scale. Behind any crisis, there are reasons that the public does not understand. On the premise of ensuring sincerity, selectively disclosing the facts is the wisdom of crisis public relations.

For some malicious attacks, crisis public relations should especially grasp the scale, and should not be too aggressive because they feel innocent. For example, I think that in the incident of "Brother Towel claims that NetEase strictly selects plagiarism", NetEase's attitude is out of scale. In response, Netease Yanxuan called the other party a "liar surnamed Zhu", accusing the young man surnamed Zhu of purely touching porcelain.

Although the situation feels like NetEase Yanxuan has won, it is very uncomfortable and not beautiful.

Crises are everywhere, especially in the era of mass media, and the occurrence of crises is even more difficult to prevent. Prompt, sincere, courteous and courteous, just the attitude that should be taken in the face of a crisis. But more importantly, enterprises or individuals should pay attention to crisis avoidance in ordinary times and establish a crisis prevention system as complete as possible.

The best crisis PR is, of course, no crisis.

Public name: Wen chattering slash life (wendaodao666).

Case - Haidilao "ratgate" incidentFirst of all, the store involved was immediately closed for rectification, and then apologized to the public, under the combination of the two, Haidilao finally won the trust and support of many customers because of its active and responsible attitude of taking the initiative to take responsibility and express gratitude to the supervision, consolidating the corporate image of "customer first" and successfully resolving the public relations crisis.

Common features:Take the crisis as a business opportunity and create development opportunities.

Develop a differentiated crisis communications response strategy.

Conduct a comprehensive analysis of the incident and take measures to prescribe the right medicine (Zhiwei Technology - Marketing Column).

During the Spring Festival of the Olympic year, Hengyuanxiang, which was questioned because of the advertising of the zodiac, is now trapped in the "sheep" trademark. In August 2009, the trademark owner found that Hengyuanxiang printed the "sheep" trademark on some T-shirts, shirts and other clothing without authorization, so in November of that year, Hengyuanxiang sued the court for tens of millions of yuan. Hengyuanxiang accused the other party of malicious preemptive registration, countersued the other party for copyright infringement, and filed a trademark opposition with the State Administration for Industry and Commerce, on January 4, Chen Zhongwei, vice president of Hengyuanxiang Group, made a positive response to the incident, saying that the incident was caused by the malicious registration of the plaintiff, and the company has the right to recover the right to use.

The two sides of the incident insisted on their own words, and the fighting continued to escalate, and it is said that the dispute claims have reached tens of millions.

Classic case, Huawei, flash door, death does not admit mistakes. As a result, so that the offline does not know that there is a problem with Huawei. On the other hand,Samsung,note7At the beginning, it was also dead and unmistakable,I can't hide it in the back,Start to return it all,Only return the machine,Accessories consumers keep it themselves,And send Samsung's voucher。

As a result, both offline and online know that Samsung Note7 will**, and Samsung mobile phones can't be bought.

I had the pleasure of attending a dinner party at Nike and heard a story about crisis management. In 2008, when the whole world was watching a man, he withdrew. Yes, it's Liu Xiang.

Knowing that Liu Xiang retired from the game, Nike panicked, and planned a lot of things before, but he didn't expect him to retire, and now all things are useless. The project planner spent the whole night in the company to discuss countermeasures. As a result, within 24 hours, this picture came out, and all the advertisements were replaced with this picture, which can be said to have made the whole thing positive, and even "Nike".

This is the picture. I've only heard the version of the Nike project planner (which is actually enough), and if anyone else has anything to add to make the event clearer and richer, please speak.

PepsiCo 2009 Crisis PR Case Study.

In 2009, PepsiCo had a very serious health accident that caused several consumers to develop liver cancer due to the consumption of Pepsi. The accident not only greatly affected Pepsi's reputation, but also had a great impact on its market prospects. Calendar.

In the face of this accident, PepsiCo has taken very effective crisis public relations measures: first, PepsiCo has developed an active crisis public relations strategy and established a dedicated crisis management team to deal with and solve various problems caused by the accident; Secondly, Pepsi has taken effective publicity measures, through social and traditional publicity, how to take the initiative to grasp the accident, solve the accident with a true and fair attitude, and provide medical care for the victims, so as to win public recognition and support; Finally, PepsiCo has taken comprehensive safety inspection measures to strengthen the control of production of ring limbs, timely testing of raw materials, and strict control of product quality to ensure safety.

These measures have all been effective, so that PepsiCo quickly regained the trust and support of consumers and also restored its market position.