Event marketing effectively dissolves corporate public relations crisis

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Enterprises in the process of development will inevitably encounter some of the enterprise's own factors or social special factors to the corporate brand or products have adverse effects, but in a short period of time to affect the enterprise trust crisis or survival crisis of the emergency situation. White-hot Network Event Marketing First stop summary analysis: The Enterprise public relations crisis either is the enterprise internal management not to be normative, either is the product quality hidden danger to be exposed, either is the enterprise certain behavior to cause the infringement to the public certain benefit, either is because the consumer market change causes the public to the enterprise certain behavior or the product to have the fear aversion; or the social uncontrollable factors cause the whole industry chain of common crisis. When the public to the enterprise or brand or product is shaken, enterprises must establish the mechanism and strategy to prevent and cope with public relations crisis, of course, there are many ways to deal with public relations crisis, event marketing is one of the most effective means.

The most striking feature of the PR crisis is the short-term burst, let the enterprise have a kind of difficult to deal with the feeling of catastrophe, network event marketing expert Xiangru pointed out that event marketing is the effective way to dissolve the public relations crisis, because the crisis of the enterprise originates from the consumer's distrust of the enterprise brand or product, and the products are unsalable, Cause enterprises to face the crisis of survival and development, and event marketing is able to use the power of event dissemination and event value to re-establish the trust of consumers, so as to promote product sales, to save the enterprise, in marketing is a symptom and the root cause of the best recipe.

Case Analysis: The sudden outbreak of avian influenza in the early 2004 world, so that the world will never forget, for KFC such enterprises, is undoubtedly bolt, but KFC in this crisis is not chaotic, and timely to take countermeasures, planning a series of event marketing means, in times of crisis to do the passive for, KFC in China has planned "authoritative experts taste Fried Chicken Incident", "open chicken supply Source incident", "Pork Chop Fort Incident" and so on, to know in China "" The role of opinion leader is quite obvious, authoritative experts at the news conference for KFC proved chicken is absolutely safe, Senior officials or experts are invited to exit in several countries and regions with more severe outbreaks the use of these authoritative guidance to a certain extent to reduce the consumer's fear of avian flu, with the strength of the media, announced the origin of KFC chicken, the emphasis on each chicken is passed the country strictly qualified, so that consumers to their purchase channels at ease; At the same time also launched a new product "Fort Pork Chop" This market adaptability actually also explains its enterprise to deal with the crisis comprehensive ability and processing speed, on the other hand in the catering industry is generally depressed background environment, KFC instead of increasing advertising efforts, with event marketing, the two-pronged, a smooth weather crisis.

After the 2008 "Sanlu milk powder containing cyanuric ammonia" incident, the milk powder industry is also facing a serious crisis test, the crisis is dangerous, for the enterprise is a disaster, almost all of our milk powder enterprises are consistent to take the above KFC's several methods, the release of milk sources, increase publicity efforts, Claim that its products are inspected by the number of procedures. Unfortunately, so far we have not seen any milk powder companies have different unconventional measures, even the Mengniu has always been good at event marketing has not launched a new marketing events. Professional engaged in Network event marketing white-hot network that: 2009 is the ox, milk powder companies want to re-establish brand image, regain more consumer trust, the most effective way is to use event marketing.

The event marketing strategy of PR crisis can effectively dissolve the potential or unexpected crisis of enterprise, enterprises faced with sudden crisis should be in danger, systematic analysis, the rapid designation of crisis management plan, crisis management of the event plan is not to avoid the crisis, not to divert the attention of consumers, but to the specimen and to resolve the crisis, So must be associated with the crisis planning creative effect best! The timeliness of crisis management is critical, the more rapid development of crisis PR event marketing can reduce the scope of the crisis, network event marketing expert Xiangru pointed out that at this time enterprises should show great sincerity, face and accept public opinion and criticism, Take the initiative to assume corporate responsibility and social responsibility, tough attitude or too much care about the size of the responsibility will lead to the crisis of the situation worsened, these in the corporate public relations crisis in the event of marketing planning can not be ignored.