How to do a good job of crisis public relations for tourism enterprises

In recent years, with the increase in complaints about scenic spots, crises have also occurred frequently, and crisis public relations has also been mentioned in the daily management of scenic spots, in fact, the crisis public relations mentioned here refers to: due to the poor management of scenic enterprises, peer competition and even malicious sabotage or the impact of special events in the outside world, and bring a crisis to the scenic brand, the scenic spot has taken a series of self-help actions for the crisis, including eliminating the impact, restoring the image, re-establishing a positive communication relationship with consumers, etc., However, this is only the crisis management part of the crisis management system, and it is not the whole of the crisis management system. In fact, many of the causes of the crisis have been lurking in the operation and management of enterprises, such as the lack of strict quality management system and production selection management system, and sometimes, seemingly inconspicuous small things, after the "chain reaction", "snowball effect", "vicious circle", may evolve into a crisis that destroys the scenic enterprises.

Once negative information occurs, it is necessary to deal with it in a timely manner to avoid turning into a crisis. It's important to have a strategy in place.

The first is to set up a crisis public relations team to find the source of the crisis, control and deal with the source of the crisis, and avoid the further expansion of the incident. In fact, a lot of negative information can be dealt with at the first time, and it is often after the negative expansion that the intervention is carried out, but the effort required at this time is very huge. For example, if the local tourism authorities can start the dispute resolution mechanism at the earliest, actively contact the information dissemination platforms such as **, publish the truth to the public in a timely manner, and take the opportunity to explain the reasons for misunderstandings and disputes to the general audience, publicize the living habits and folk taboos of various local ethnic minorities, etc., and respond to the "urine incident" by positive means, on the one hand, it can recover the damaged tourism image as much as possible. On the other hand, it can also allow more tourists to understand the culture of local ethnic minorities and advocate civilized tourism behaviors, and the vast majority of the audience is also willing to accept this kind of positive communication based on fresh cases.

The second is that in the process of the outbreak of the crisis, tourism enterprises should show their attitudes, take the initiative to take responsibility, implement effective measures, care for relevant interest groups, disclose information in a timely manner and resolve contradictions, so as to avoid the spread of information. Among them, ** plays a very important role in crisis public relations, so tourism enterprises should adhere to the principle of honesty and transparency in publicity and reporting, establish ** center, and use it to publish news briefings and quickly release accurate and reliable information about the crisis. At the same time, adopt a rapid investigation strategy.

The tourism department should take the initiative to understand the first-hand information, as far as possible and as soon as possible to the place where the crisis occurred to send their own investigation team, to understand the crisis period of the tourism situation, the source of tourists and the motivation for tourism, the main direction of the local report during the crisis, and the impact on the image of the tourist destination, etc., and then quickly feedback this information to the publicity and communication department.

The third is to revitalize the image of tourist destinations after the crisis and restore the confidence of tourists. After the crisis is over, the negative impact of the crisis will still remain in the minds of potential tourists for a long time, so at this time, tourism companies should still actively do a good job in post-crisis news communication and audience communication after the crisis. First, it is necessary to rebuild the image, for example, we can actively publicize the anti-crisis measures taken by the first and the measures taken by the tourism authorities to restore the tourism industry to normal, and inform the media of the recovery plan and specific measures for the tourism industry in a timely manner.

Returning to the destination can be invited to show them what has been achieved in order to offset the negative image that the crisis has created in the minds of tourists. The second is to adjust the best strategy. In the aftermath of the crisis, new tourism needs will be generated, so it is necessary to develop new tourism products and activities for new opportunity markets.

In the first time, we should strive to improve the service quality of the tourism industry and improve the cost performance of tourism products. A case of crisis public relations complaints from a well-known tourism company.

All-staff public relations is the concept that all staff members in a social organization participate in public relations activities. Abbreviation"Full staff PR".Its significance is to enhance the public relations awareness of all personnel in the organization, prompt them to care more about the organization, continuously improve the quality of self-state shooting, start from their own work, and run the public relations work through the organization's various work instructions, so as to lay the foundation for establishing a good organizational image.

All-staff public relations: The concept of all-staff public relations is the concept that all staff participate in public relations activities in Weifeng social organizations, which is referred to as "all-staff PR".

First, how to solve the problem in the case of a corporate crisis and public relations outbreak? In the early stage of the outbreak of the crisis, it is necessary to win the mainstream**. At this moment, the company can actively contact the news, consider the autonomy of the masses, and respond to the vicious events at the first time, make statements to the masses, and try to avoid the harm of time.

Second, how to recover data after a corporate crisis PR? In this case, the company needs to reconstruct the corporate brand image, ensure immediate feedback, and essentially find an effective way to eliminate the root cause of the crisis. Public relations crisis management must increase the scope of publicity planning, repair the damaged brand image, and diligently turn the crisis into a transit.

Therefore, the company also needs to continue to improve the contact with the news**, and actively use the news** to create a new brand image of the company.

Third, I think it is particularly important to choose a professional crisis public relations company to carry out public relations crises, because professional crisis public relations companies are more professional in dealing with emergencies, strong resources and strong operational capabilities, especially in the case of emergencies.

1. Communicate quickly and actively: a negative crisis PR strategy, based on the principle of responsibility, communicates sincerely, reveals the truth, allows both parties to understand each other, and dispels doubts 2. Confuse positions while maintaining a good relationship: When a negative crisis erupts, we rush to explain it, and it will be interpreted as a valid reason.

It is necessary to establish a relationship based on mutual recognition, respect, and preservation, and before such a relationship emerges, the other party may participate in a crisis propaganda campaign that is enjoyed and accepted.3 Tell a standard story about acceptable public values: There is a standard narrative version that is more acceptable in the nature of crisis PR while maintaining a moral foundation and guiding the right values.

1.Have the courage to take responsibility, and be sincere and not shirk.

2.Jump-start contingency plans and do your best to compensate for any losses caused to the public.

3.Communicate genuinely with stakeholders. Including the company's internal employees, industry partners, departments, consumers, etc.

4.Unified spokesperson, unified voice, unified attitude, quickly announced the truth of the incident, calmed the public's emotions, and prevented the rapid spread of rumors.

5.Rely on third-party authorities to publish data with general credibility to quickly dispel public doubts.