Each crisis contains both the root cause of failure and the seed that breeds success.

The crisis management seminar, which lasted nearly a year, was over. We are here to summarize and sum up the main crisis management methods, and we want to make clear the main purpose of crisis management: Let the enterprise be horny and continue to provide products and services for the society. The truth of crisis management is a multitude, in the final analysis, is a word-"win".

The reversal of the poison floor

"Smoke, I believe anxin is selling poison floors!" "Anxin is too unscrupulous!" Sorry, this brand! "Look forward to anxin the integrity of the announcement, ask the truth!" "This was a typical case in the crisis PR last year, and the public questioned it.

February 16, 2012, a signed "Li Xiaoyan" network article in the Kaidi community released, pointed out that the anxin flooring products exist formaldehyde exceeded the situation, causing numerous threads, but also caused people to the letter on the downstream partners concern. On the 2nd day, real estate business Vanke announced the company's hardcover delivery of all the products used in the list, involving 29 projects in 16 cities, the first retest floor was sent to quality inspection agencies. In just 16 days, around the public questioned, Vanke and Anxin are actively responding in the whirlpool.

"All involved in personal safety and health, we must be cautious, can not get lucky psychology, in quality control testing, the slightest can not relax." These problems can also be avoided if the floor is carefully tested when purchased. "Vanke President Yu Liang the initiative to undertake all responsibility, to make compensation, and for life compensation, the move is aimed at eliminating consumer concerns." As for this incident, Anxin chairman Lu Weiguang also responds to all questions and is willing to take all responsibility.

The same year, February 29, Lu Weiguang Flooring Company held a conference in Shanghai, said, through the Shanghai Municipal Bureau of Quality Inspection, Ann Letter flooring did not appear formaldehyde exceeded the situation. "The letter will use the positive action, the sincere posture changes the consumer to Anxin's bad impression." "Lu Weiguang said," for all customers nationwide, from today on the sale of solid wood flooring warranty period from 1 years to 5 years, warranty terms unchanged. In addition, for the purchase of the one-month safety letter flooring Products promised no reason to return.

Anxin and Vanke initiative to deal with the attitude, won the praise of customers, the credibility of the rise, because their consumers know very well, through this incident, manufacturers and their upstream and downstream partners are responsible and trustworthy enterprises, this is their actual action proved. As Mr. Buffett said, "It's clear that you don't know all about the situation, and then quickly tell what you know, and your goal is to treat it correctly, deal with it quickly, publish it, and finally solve it." ”

To "soft" grams of hard

A number of cases have proved that before the crisis has a clear business philosophy, often the best treatment of crisis. When everything around them collapses, they have at least a principle to rely on. Harvard has a classic case, the famous pharmaceutical companies Johnson's treatment of the Tylenol case. A few years ago, when a series of deaths were caused by cyanide-contaminated Novartis capsules, the company's CEO said it was necessary to take strong measures to ensure public safety and restore the reputation of the company's best-selling products. Through large doses of advertising and television campaigns, the company withdrew 31 million of its products from the shelves of stores throughout the United States and from customers ' household medicine cabinets. The package was then redesigned and the market share of the enterprise was restored to 95% before the crisis in 3 months. This miracle has been paid for. From a commercial point of view, the Tylenol incident proves Johnson's responsibility to the enterprise, to the customer's life and the ethical standards of adherence. The moral bottom line here is this: if you're a company that faces the public, you can't ignore the public. In addition, the reputation of the enterprise is much more important than what you can estimate. Does the public trust you when you desperately need the public to trust you? and public trust is the key to your success in dealing with the crisis.

Crisis breeds success

Many cases have shown that each crisis includes both the root cause of failure and the seed that breeds success. How to benefit from the crisis is the top of crisis management. We advocate the method is "soft" gram hard. Because of the crisis, the enterprise into a crisis, and become the newspaper headlines, at this time the crisis is hard, can not be avoided. If we are hard against the inevitable defeat, and if we use the appropriate method of management and control of the crisis, that is, "soft" softness, to the sincere exchange of trust, but will get satisfactory results.

The American army successfully handled a bomb crisis in 1993, which became a classic case of HBS. At that time, in the U.S. capital of Washington, near the Prinvali residential area, suddenly found a batch of past remnants of ammunition. In this way, the local residents must be evacuated, or ammunition at any time to explode, will pose a threat to the personal safety of residents. How to deal with it? It is conceivable that the residents heard the excitement of the crowd. A general was sent to deal with the crisis. During this period, he came to talk with the community residents every night, and the media was invited to participate. The general listened attentively to the multitude of questions raised by the inhabitants, and tried to answer them patiently. Things went so smoothly that, after the crisis, the people involved in the street had to change the name of the street to the general, in order to miss him permanently.

The sincerity of the heart in exchange for public trust, the "crisis" as a "machine" is our attitude towards the crisis, but also we have to strive for the best results.

The ambition is to "win"

The broad and profound Chinese hieroglyphics makes me want to summarize the method of crisis management with a "win" word. To break down, the word "win" is made up of five different Chinese characters: "The dead Mouth Month". "Death", indicating that enterprises must have a sense of crisis, if not this awareness, enterprises will be "dead." "Kou" means that enterprises should have a sense of communication, enterprises need to communicate with each other, internal and external communication, and business stakeholders to communicate with the media, "month" is a time to express the vocabulary. Seizing the opportunity is a key factor in the success of crisis management. "Bei" refers to the importance of money in crisis management. Enterprises should be equipped with sufficient funds, safekeeping, "where" the word indicates that enterprises should take the ordinary heart to deal with the crisis. Crisis is a normal, enterprises to develop, it will inevitably encounter such a crisis. Enterprises to produce, it is necessary to face all aspects of the problem, a little attention, wipe the gun is unavoidable. We take the "soldier to block, Prito" approach to deal with.

Modern enterprises need to have five kinds of ability to prevent crisis and deal with crisis, do not fear, do not evade, have confidence, be in readiness. These 5 abilities are: 1. Leadership; 2. Communication force; 3. Staff's basic force; 4. Executive power; With these 5 capabilities, enterprises have the possibility of "crisis" as "machine". Enterprises for profit, enterprises must take advantage of all the opportunities for the community to win their own interests, and good crisis management system is to ensure that the foundation of the company's evergreen.

6 Principles of crisis management

Speed First principle

Rapid response, control situation, prevent proliferation escalation

Principle of accountability

Public interest is paramount: putting the interests of the public first and organizing the interests in the second place

Public sentiment and anticipation: Organizational attitudes determine public sentiment changes and expectations, building trust

The principle of sincere communication

Sincerity: quick and transparent represent the sincerity in crisis

Sincerity: does not evade the question, does not shirk the responsibility

Honesty: Mistakes can be forgiven, lying cannot be forgiven

System Operation principle

Global co-ordination, tiered deployment, strong measures, vertical and horizontal, stick, specimens and treatment

The principle of authoritative confirmation

Avoid speaking from the word, third party authority confirms

Segregation principle

Predicting potential crisis subjects, taking precautionary measures to avoid secondary disasters