The opening of the micro-BO, the Navy public relations are not to provoke crisis

Source: domarketing Author: Chao Fu

"Live bear Take the gall" let the church fall into the public opinion crisis, even if a pile of experts to prove its business legitimate, but because the challenge of public morals, in NGO organizations and social welfare people under the impetus of the Innocence Hall again to defend the public condemnation.

Domarketing columnist Yang Yunfei pointed out: "The bear bile extraction and processing business in the church, objectively said to have a certain market demand (medium and medical raw materials), but the extraction and processing of bile juice and modern society is contrary to the common values." Shark fin, live bear, etc. like tobacco has become a breach of social values of the business, its social value is negative, which means that the more propaganda of the church more marketing, the greater the sales, the value of the society is smaller, the greater the destruction of society. Although because of the existence of demand, such enterprises still have the necessity of existence, but from the perspective of modern marketing, its marketing process and marketing results are contrary, that is, the more marketing reputation of the decline, the greater the value of the enterprise sales. ”

Of course, fall into the "marketing paradox" of the church is not willing to give up, so hired the so-called domestic top crisis public relations company-century-long to help deal with the crisis. Whether the "open day" can convince the media and the public, only by the media exposure to the launch of micro-Bo Navy Marketing, the embezzlement of a large number of micro-blog accounts (and even the use of the late users of the micro-blog account) to release the support of their own speech, is enough to let people despise, but also show that the degree of diffidence and crisis public relations

Figure Note: Sina Weibo netizen raiven_s to reporters that Shina719 is and he was in a forum on November 8, 2011 Because of leukemia died, at that time many netizens also spontaneously on the network for Shina719 held a memorial activities. Unexpectedly saw his microblog account to start to speak again, or corporate public relations behavior, to this behavior raiven_s expressed indignation.

Figure Note: Net Friend "Bing Qing" also suddenly discovered his account abnormality, since February 20, his account number has issued 4 consecutive posts in solidarity with the church, and before this, the micro-blog is only used to publish some life trivial. Ice Qing said to reporters: "I landed Sina Weibo, the system directly prompted the exception." Then I use the phone to verify and then change the new password, can be used. "Although the ice Qing later deleted those about the roots of the post, but the ice repayment is retained under the Web page screenshots."

In the author's view, the church and its hired public relations companies in the social media platform micro-Bo on the Navy's marketing, not only hurt themselves, but also hurt the public, hurt Sina Weibo, but also to make their own public opinion crisis worse.

First, micro-Bo is a social media, of which the micro-Bo users set producers, consumers, communicators, commentators and many other roles in one, the public's eyes are discerning, micro-BO Navy marketing is typical in 2.0 media with 1.0 public relations operating methods to deal with the crisis. The probability that party A and party B evilly, deceive themselves, deceive the public, and disturb the view of public opinion is quite low in the age of social media.

Second, the micro-Bo Army marketing behavior in the media and public disclosure, it should be said that the name of the brand more discount, its own sympathetic mentality of the public after the media disclosure scandal, will go to "upside down" side. Even the public relations companies that have been in the crisis are suffering, and the current century is busy to deal with the crisis for themselves, the new employers in the future when hiring them to deal with the crisis, there will inevitably be some doubt about their confidence and ability.

Third, micro-BO Navy marketing pollution of the micro-BO environment, greatly reduced the microblogging platform for the credibility and value, especially in the Sina micro-boping on the platform, the user account has been stolen, but also reflects Sina Weibo's safety protection level has yet to be improved. Sina Weibo has previously been questioned the existence of a large number of zombie powder, and even the Army marketing company occupied, now netizens respond to their own micro-blog account has been used to steal advertising information or the fact that the Navy, but also for Sina Weibo security operation sounded the alarm.

Original link: http://www.domarketing.org/html/2012/fj_0225/2680.html

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