Farmer Spring Crisis PR: death knock is not a real man

"Farmer Spring A bit sweet", this is the farmer spring advertising words, but the recent reality is that the farmer spring a bit annoying. In mid-March, the farmer spring was exposed to quality problems. In the aftermath of the crisis in public relations, the farmer Spring first accused the competitors deliberately planning, while the target of the media-"Beijing Times." Starting from April 10, "Beijing Times" bursts many articles, the farmer Spring "standard door". At the same time, the farmer spring also four consecutive times response. In this process, Beijing bottled drinking Water Sales Industry Association issued "on the proposal of Beijing bottled drinking water industry sales enterprises in the" Farmer Spring "brand bottled water for the next frame treatment notice, the requirements of Beijing bottled drinking water industry sales enterprises immediately to the farmers spring barrels bottled drinking water products to do the next frame treatment. May 2, the farmer spring official on the internet is issued a "Beijing Times" & Farmers Spring in the end who is lying, "The Beijing Times" in the fight before, never interviewed the farmer spring water problems. May 6, the farmer Spring released the news that the Court has filed a lawsuit, to the "Beijing Times" claim 60 million yuan. That day, the farmer spring in Beijing held up to 3 hours of press conference, the meeting, the farmer spring and the "Beijing Times" head-on confrontation, the scene of the debate, scene once confused. During the period, there were on-site staff to the "Beijing Times" reporter shouted "get out." The press conference is not clear about the "standard" question. With the farmer spring and the "Beijing Times" "war" into the white-hot, the farmer Spring "standard door" crisis also intensified. At Huazhong University of Sciences Public Communication Research Institute executive deputy director, famous crisis public relations expert Ranchancho, the farmer spring problem lies in the lack of one answer: why not take the national standard, and the use of landmark? Ranchancho that the crisis PR is divided into three levels, one is the road, there is no moral values, the second is the law, there is no respect for the dissemination of law, the third is surgery, there is no grasp the corresponding skills. and "Tao" is the most important, is the decisive role, the success of crisis PR, ultimately depends on the right values. He pioneered the crisis PR 5S principle (responsibility principle, sincere communication principle, speed first principle, system operation principle, authoritative confirmation principle) is not only a strategy, but also a strategy. What is the core problem of farmer spring? Ranchancho said that the farmer spring's core problem is to refuse drinking water GB. Why do you reject GB? According to the farmer spring, it is because it is natural water. But GB is the standard of drinking water, natural water is also drinking water. The farmer Mountain Spring is called with landmark or enterprise standard, is because the request is higher, this is very laughable, if each enterprise wants this to do so, not disorderly set? That also wants GB to do very much, want state regulation to do? In the advertising strategy can be separated, but in the standard if also try to be unique, after all, is a mishap, vicious competition with peers, anger the government, offend the association, die of media, gradually lose the endorsement of the platform, and ultimately lose consumers. Siege for the next, Gongxinweishang, tough although can be a moment of fast, fear not the long-term way. In Ranchancho's opinion, the farmer mountain Spring biggest problem, is uses 10 years ago early enters the mentality, solves today's question. Today, farmers Spring is the industry boss, as the industry boss, should have the boss demeanor, in addition to bigger and stronger themselves, but also the industry's responsibility for harmonious development. Many people said that the farmer Spring Chairman Zhong This and the Beijing Times is a man, but the true man, is not a diehard neck, precisely is to know how to bow. Bow is to live better, bend is to save energy. How about Xiang Yu dying but the Jiangdong is sung in the ages? The Jiangshan is the land of others. Farmer Spring should assume responsibility, know wrong on the change, with GB, abandon landmark, clever side for the JJ.