How to deal with crisis public relations? What to do about crisis PR handling

Principle 1: Act quickly to identify the causes.

Judging from the characteristics of the crisis itself, the suddenness and strong spread of the outbreak of the crisis determine that the crisis response must be rapid and decisive. Once the news of the crisis appears, it will immediately attract the attention of the public with the intervention of the public. Due to the complexity of the ** channel, there may be a spread of the same crisis event, which will produce great differences in content.

The public's desire to know about the crisis is urgent, and they pay close attention to the development of the situation, and when receiving information, they tend to believe it rather than believe it, and often adopt an attitude of avoiding and resisting the crisis company and its products. In order to avoid different versions of information confusing the majority of consumers, as the perpetrator of the crisis - enterprises, in the event of a crisis, should set up a crisis public relations agency as soon as possible, mobilize well-trained professionals, and equip the necessary crisis public relations processing equipment or tools, so as to quickly investigate and analyze the causes of the crisis and its impact, and then make the truth of the crisis public, so as to ensure the unity of the crisis and eliminate all kinds of speculations and doubts about the crisis from the public. Therefore, the earlier the crisis is detected and the situation is quickly responded to and controlled, the more conducive it is to the proper resolution of the crisis and the reduction of the loss of interests of all parties.

In fact, there is no conflict between crisis management actions and communication behaviors, and companies can communicate with consumers while taking appropriate management actions. This not only controls the evolution of the crisis, but also calms consumer sentiment.

Principle 2: Be honest and frank with the public and take the initiative to take responsibility.

Often, the occurrence of any crisis will generate all kinds of speculation and suspicion among the public, and the role of the media will also amplify the spread of events. At this time, the crisis enterprise must realize that only a sincere attitude is an effective way to save the enterprise, because the most intolerable thing for the public and the public is not the crisis itself, but the enterprise does everything possible to conceal the truth or deliberately lie. Enterprises must face the public with a sincere and responsible attitude, and communicate with the public in a timely manner, so that the public's view of the event will be much friendlier and more willing to look at the event and the enterprise from an optimistic perspective.

And any cover-up, desire to cover up, or arrogance and prevarication, can only cause greater public resentment and cause greater damage to the enterprise.

What issues should enterprises pay attention to in the first response?

1.Reasonable judgment of stakeholders (stakeholders include **, consumers, ** departments, channel partners, internal employees.) And so on).

2.The rhetoric is the same, and the outside world is unified.

3.Respond with sincerity and discretion.

4.Response: Explain "what's going on" and "what the business is doing to make up for the crisis."

Crisis PR handling.

Crisis PR is all about being targeted, and talking in generalities is almost like nonsense.

If you don't have any details, don't think of any practical solutions.

No matter how strong a PR team a company has, or how big a PR agency it works with, the first thing you must do is take responsibility.

No matter how a company apologizes or issues a statement, the issue of interests is always the core of public concern. The public will not care who is right and who is wrong, or because the information is not equal, the public cannot judge who is right and who is wrong, so no matter who is right and who is wrong, if it is a company, it should take the initiative to take responsibility and win the favor of the masses.

On the basis of the first point, what remains to consider is the commonly used public relations means and skills, in the process of crisis public relations, enterprises need to pay special attention to the attitude of dealing with problems, and cannot take deliberate avoidance, avoidance of the important, malicious shirk of responsibility, etc., so as to leave a handle on consumers or other networks, so that the crisis event spreads into a social hot event.

1. In the face of a public relations crisis, it is necessary to quickly set up an emergency team and a special agency within the organization. Then the situation of the incident is understood, and the means, principles and objects of dealing with the crisis are formulated.

2. Disclose the content of the incident to the public and the news, indicating the company's attitude towards the incident and the measures to be taken, so as to eliminate some negative impacts on the company.

3. Adopt different methods according to different types of crises. For example, if the product is not sold immediately and recalled unless there is a problem; If harm is caused to the victim, it is necessary to actively train the victim to pay compensation for related expenses.

4. It is necessary to cooperate with the press and the media, and not adopt an attitude of prevarication and resistance, which will lead to the emergence of rumors. However, it is also necessary to actively correct the news and related false reports.

5. Enterprises should be cautious in defending themselves, do not evade responsibility, and show the company's attitude and determination to deal with the incident to the public and victims as soon as possible. If necessary, the method and results of the treatment can be displayed.