China-style crisis PR 9 plus 1 strategy (Chapter 12th 9 + 1 development and operation of crisis warning)

 

Chapter 9 + 1 implementation and operation of crisis warning

The chain theory refers to the fact that an enterprise's operation capability is composed of many links. Assume that nine links can afford 500 of the weight, if one link can only afford of the weight, once the load of 1000 is required, the chain will break. Crisis Management, if short, will lead to weak overall crisis response capabilities, enterprises may be destroyed.

In crisis warning, 9 represents an internal crisis management team composed of nine departments, and 1 represents one external person, that is, an external crisis management consultant, serves as the company's daily and extraordinary crisis management consulting.

Crisis management can be considered as an emergency department in medical treatment. Exercise is very important during normal periods of time. However, when a common minor illness arrives, it is best to listen to the doctor's opinion. For a major illness, it is best to have the doctor's diagnosis and participation.

Crisis management teams are both loose and close management teams, but their work must be enriched.

9 + 1 crisis warning: top priority

1.1 In the Crisis Management Team, the President must be a member of the team: any crisis is crucial to the overall situation and is a watershed in the development of the company. The company's decision makers have attached great importance to crisis management, only employees and other administrators can pay attention to crisis prevention and crisis warning.

1.2 If the management of crisis management is relaxed, the following will naturally slack off. Leaders must participate in key decisions. In daily work, you only need to copy an email to the President, which will lead the president to read it.

1.3 a vice president should be selected from the team. After all, the president's time is limited. The vice president must be involved in crisis-related matters when there is a conflict with the president's time.

1.4 The Vice President of the Crisis Management Team needs to have a keen ability to identify and make advanced judgments on information, and be able to fully mobilize internal resources. Once the crisis comes, act as the decision maker.

1.5 Confucius said: "There is nothing to do ." This can also be done, that can also be done, and there is no way to get the result. The supervisor should not stick to his own deliberate decisions. If "extra" in the crisis shows his authority, this is a waste of enterprise life. You don't need to spend time studying specific countermeasures. If you have goals and standards, you should allow your subordinates to freely measure what they should do and give them proper permissions, you must grasp the principles, and the methods and crisis management strategies should allow your subordinates to learn and master.

. The fast-moving consumer goods industry should form an enterprise culture that emphasizes crisis management and risk control. Employees with crisis awareness and ability should be rewarded and reused. Crisis management for the fast-moving consumer goods industry reflects enterprises' awareness of crisis and value orientation, determines the future of the enterprise and the fundamental interests of the enterprise. Fast-moving consumer goods are a critical disaster area for crisis management. Only by penetrating the sense of crisis into the corporate culture will the company have no worries about the future.

1.7 companies have five types: 1. People who make things happen; 2. People who think things will happen; 3. developers who watch things; 4. People who are surprised by what has happened; 5. indifference to what has happened. To survive, FMCG must be the second type of crisis management.

1.8 The Word "management" tells people that "management" is the "official" under "Bamboo" and the "Executive Officer" responsible, it is easy to implement the "sedan chair", but not the "boarding board". The "rationale" is the "texture" of trees in ancient Chinese. In the present words, we need to clarify our thinking. Crisis management must clarify the crisis management team owner and information source.

1.9 crisis management can only be handled and evaluated based on success, not non-hero. That is to say, after the crisis management stage, the company's sales were not significantly affected, then it was 100 points. If sales are significantly affected after crisis management, the Crisis Management score is 0.

1.10 external personnel apply to the company, that is, to help the company smoothly survive the crisis, that is, effective management. Otherwise, it is invalid management.

9 + 1 Alert 2: Channel Department participation

2.1 many internal messages are sent to competitors or to the media, probably from channels. A distributor is a partner of an enterprise. It is often a partner of other enterprises and a lover of the masses. Channel department managers must understand this point from a strategic perspective.

2.2 Since dealers and enterprises may be bound in terms of interests, there is a long-term communication with enterprise personnel. Many secrets of an enterprise are transmitted to dealers through internal personnel, and information is circulated both inside and outside.

In 2.3, some dealers share the idea that "milk is the Mother", or inadvertently disclose the information to competitors. It does not even rule out the possibility that individual dealers may favor their competitors. The typical comments of dealers should be delivered to the company in a timely manner and reported to the company on a regular basis.

2.4 channel construction is a matter of life and death for any enterprise. Over the past few years, most of the discussions in the industry have been focused on the disadvantages of traditional three-dimensional architecture and how to achieve channel flattening. Gome and Dazhong are flat results. They have unique value when listening to the opinions of frontline consumers.

Since its birth, the 2.5 terminal channel has a "zero distance" inherent advantage with its users. They have mastered user resources and are close to market needs. As the supplier's products and market strategies continue to advance in the breadth and depth directions, the value of the end channel is becoming increasingly prominent. The final result is that suppliers must make breakthroughs in their industries and consumer markets, and it is impossible to bypass end-channel resources. Instead, they can cultivate channels to establish mechanisms such as regular feedback to user information seminars.

The opinions of 2.6 channels on users are often regarded as manufacturers' opinions. Therefore, regular training should be provided to dealers so as to accurately convey the opinions of factory dealers.

2.7 launch of new product strategies for major products. The dealers' external publicity and advertising orders must be reviewed by the manufacturer. Galanz microwave oven, such a good domestic brand, was said by dealers as an international brand, was seized, it became a crisis of integrity, brand crisis. The original intention of dealers is good, but it brings huge losses to enterprises.

2.8 dealers will always be partners, not a family. In addition, the relationship is limited.

9 + 1 warning 3: Participation of quality inspection personnel

3.1 different industries have different requirements, and there are still some common problems. Quality inspectors should be sensitive to specific information.

3.2 have a thorough understanding of the quality inspection procedures, have a clear comparison between the quality of their products and the quality of their competitors, and have a full grasp of the relationship between product quality and consumers. Among all the crises, the most difficult to handle is the product quality crisis. Therefore, the depth of participation of the Quality Inspection Department directly determines the effective approach to crisis management.

3.3 quality inspection is inseparable from production practices rather than laboratory personnel. First, from the raw material purchase phase to every phase of warehousing, you can go to the production line in person and get familiar with the production process. In this way, you can control the quality and provide valuable warnings to the Crisis Management Team.

3.4 Quality Inspectors propose more methods to control qualified results. Control is the main factor, because the process determines the results and checks again when the results come out. The function is only to distinguish between conformity and non-conformity, and the loss has already occurred. Of course, at least it will not cause greater consequences, such as complaints from consumers and product recycling. Pay attention to the site, pay attention to the process, conduct on-site management and coordination, promptly discover and eliminate potential risks, and prevent problems from occurring. After the process is well controlled, the result is naturally good, such as the procurement process and production process.

Management points: such as supplier evaluation, customer-requested review and determination, formulation and training of process/hygiene system documents, necessary tests to verify whether the plan is reasonable and whether the control measures are effective, provide continuous improvement data and materials.

3.5 at the beginning of the quality control process, we should first understand the basic information of this industry. We need to understand the industry's national standards, the company's operating system, and then begin to learn some auxiliary national standards. Measure the test taker's knowledge about the product's production process and the metric values in the process.

3.6 Quality Inspection is an important part of enterprise quality management. In the face of increasingly complex competitive environments, diversified customer quality requirements, and rapid development of quality technologies. As a quality Examiner, we must fully recognize the importance of our work and constantly strengthen the training of business skills to deliver the product quality of enterprises to the last level before the market.

3.7 should also follow national standards, but should be clear about what is a critical standard and what is an edge standard.

9 + 1 warning 4: Responsibility of the Marketing Department

Enterprises must effectively grasp the relationship with public institutions, such as the China Consumer Association and industry authorities. Media relations are one of the important maintenance items. The maintenance of network media, financial media, industry media, and mass media (mainly responsible for hotline) is very important. Among them, network media and financial media are the top priorities.

4.1 Special Status of online media (omitted, as described in detail in execution)

4.2 status of financial media. Financial media holds a special position because their selection and topic depth are quite important in crisis management. Urban media can talk about things that are not discussed deeply. They can generally get the right to speak in financial media.

The importance of 4.3 netizens. It is necessary to guide netizens with true feelings and effectively.

4.4 TV media has a special effect on highly dependent events on the scene. This cannot be ignored in crisis management.

4.5 For media topics, standing on the public's standpoint is always more vital than standing on the narrow enterprise standpoint.

The application of the 4.6 combination of boxing in crisis management is far more beneficial than a single reporter interview. Many enterprises always speak in one media environment, which wastes the combined effect of different media resources during crisis management.

4.7 in media relations, a vision-based cooperation is far more vital than a narrow cooperation.

4.8 domestic media have a lofty monopoly right to speak. The marketing department should first be aware of this point when making decisions.

4.9 create favorable conditions for the spokesman to carry out his work.

4.10 external consultants shall attend relevant press conferences to learn about various information in a timely manner.

9 + 1 Warning 5: Participation of the after-sales service department

5.1 The level and attitude of the service personnel represent a certain relationship between the consumer and the manufacturer, and the service is the window. Haier is well positioned in after-sales service. When you just bought the water heater, he asked you if it was installed. After the installation, he called again, satisfied or not, so everyone was very satisfied with him. However, if your product is bought back and no response is received from the remaining service phone number, there will be many complaints, causing great damage to the brand.

5.2 "first, we should handle the user interface well and give the user a satisfactory solution ." Whether it is related to you or not, as long as the user finds your head, you must give the user a satisfactory response, you are not allowed to push users to others by excuses that you have nothing to do with yourself or are busy with yourself, so you are not allowed to add user dissatisfaction. There is no other choice. We can only accept users with the attitude of "user is God" and "customer first.

5.3 find the responsible person and analyze the nature of the problem, and criticize and punish the problem. In this process, relevant departments and leaders are required to participate and the responsible persons must be criticized and punished.

5.4 After-sales service shows the company's image. It is not only related to the vital interests of users, but also directly affects the company's image and reputation. In the long run, the quality and level of after-sales service work are directly related to the rise and death of the company. Employees engaged in after-sales service must treat the work with a high sense of responsibility and mission. Reducing complaints should be an important goal and eliminating the crisis arising from after-sales services in the bud.

9 + 1 warning 6: evaluation by the Spokesman

6.1 The Human Resources Department will take the lead in screening spokespersons. A spokesman should be able to understand the company's policies and market changes, and be able to express itself well. He should be able to grasp the company's spirit in a certain situation, they can also flexibly elaborate their own information to the media.

6.2 A spokesman is a symbol that should not be replaced by a flashlight. It is necessary to maintain relative stability so as to give the outside world a sense of stability.

6.3 It is recommended that the position of a spokesperson be held by senior leaders who are familiar with PR and communication within the enterprise. If the position of the Spokesperson is not high, the spokesman cannot reach the substantive level of the enterprise's operation, there will be no accurate and profound understanding of the issues raised by reporters, such as enterprise development strategies and marketing strategies.

6.4 establish a reporter profile to record the characteristics and expertise of reporters. Enterprises should be aware of the characteristics of the reporters who attended the press conference in advance to seize the initiative in news publishing activities. This requires the establishment of standardized reporter archives at ordinary times. This includes reporters focusing on industry development, business management models, corporate culture construction, and questions.

6.5 identify and monitor information. After monitoring, what kind of information should be reported in a timely manner and what kind of information may cause deep problems is a highly technical task.

6.6 if you have something to talk about, especially when it is important, you should publish the message to the outside. For example, a company makes clarification announcements and talks with its leaders.

6.7 passive release, mainly to solve the reporter's concerns in a timely manner. Passive publishing of news mainly refers to the response of a spokesman to a reporter's question. If rumors in the society threaten the operation of an enterprise or damage its image, one or more press conferences can be held. Publish positive information systematically, destroy rumors, and dispel doubts.

6.8 external information should be published in multiple forms. In addition to general press conferences, you can publish news online and communicate online. This is a brand new form of news publishing. With the increasing influence of the Internet, it is increasingly common to describe the business operation and management practices through online publishing news, online forums and online communication.

Exclusive disclosure, interview or multiple joint interviews. This form is used to disclose important information and expand the impact. Select the media that has a large impact. In addition, before an enterprise implements a major decision, this method is also used to create a category. The purpose of the exclusive disclosure is to attract people's "strange" eyes.

6.9 do not express your opinion easily on sensitive issues.

6.10 sudden crisis events. The crisis management consultant should be consulted before the press conference.

6.11 avoid important political and social events. If a company holds a press conference during important political and social events, the reporter may not be able to attend the meeting. Even if the company has attended the meeting, the press may not be able to be published, the press conference will also be diluted due to other overwhelming reports.

9 + 1 warning 7: Participation of knowledgeable legal practitioners

7.1 it is very important to keep laws in line with existing national regulations. It is required that no vulnerabilities exist during decision-making and the system can withstand the test of the law.

7.2 those who know the law should quickly identify which actions are feasible in crisis management strategies ".

7.3 The highest level pursued by legal workers should be "silent". Nothing happens, nothing happens, and nothing happens. Basic legal knowledge that may be involved in the program can be instilled or popularized in other departments.

7.4 The legal institutions of enterprises will change passive consultation to active participation, from remedy after the event to prevention in advance, and extend the provision of legal protection during business operations to legal provisions in decision-making.

9 + 1 alert 8: sales team participation

8.1 regular feedback on user information is important for users' opinions on products, especially in crisis periods. Grasping consumers' response to the situation and development direction will help crisis management decision makers to adjust and respond to execution.

8.2 promote sales and channel awareness to share risks.

8.3 As sales staff go out to work independently, they need strong self-discipline and dedication. Therefore, they have a good world outlook and professional ethics and are indispensable to excellent sales staff; we recommend that you have a strong sense of separation while talking more.

9 + 1 warning 9: establishing a Financial Green Channel

9.1 Financial Department personnel should perform special tasks during the extraordinary period, that is, after the financial expenditures in the extraordinary period have been authorized, there is an internal green channel, in order to quickly and effectively cooperate with the execution of related activities.

9.2 establish an information platform for financial use of crisis management and obtain special authorization. In order to provide both strict daily management and flexible and mobile economic support for crisis management periods.

9 + 1 warning 10: External Brain Guidance

1 stands for external consultants. Listening to external brain suggestions and having experience in crisis management will greatly improve the correctness of the strategy. The reason for the use of external brain is mainly due to four considerations: first, internal personnel are sometimes only in the mountains and do not know the true colors of the mountains. Secondly, it is hard to say "no" to the internal staff's tendency to come from the company's management ". Third, the activities performed by internal personnel may easily lead to the effect of self-entertainment and many lessons have been learned. Fourth, there are not many crises, but few internal personnel experience crisis opportunities. The consultants have experienced a lot of practical experiences and have rich experience in strategy and execution, can provide effective guidance to the company team.

After the 9 + 1 team is formed, early warning is provided in the daily period, while in the "extraordinary period", it will provide a strong guarantee for effective crisis handling and smooth crisis handling.