McDonald's how to quickly use microblogging quick PR after the CCTV 315 party exposure

Author: @ Tri HONGPO Brand Strategy management

Guide: CCTV 315 Party, for the brand, is a fatal blow. No matter how bad the business is, experience, because CCTV will not arrange what "experience" such as the party, and in the era of social media, each enterprise has mastered a fan TV, perhaps more powerful than CCTV, as long as the corporate brand is pretending, our users are very tolerant (@puting).

Think or write a small article, simple analysis of the 315 time after the exposure of the instant news PR skills.

The social media age, on the one hand, allows the crisis to spread without borders, and it spreads faster, but it also gives the brand a quick response and the opportunity to respond and weaken the impact of the crisis in the shortest possible time.

Take this three-hour change as an example, from the CCTV 315 evening premiere to now three hours. Of the exposed brands, McDonald's first came forward to respond, then Carrefour. The official microblogging statements of these two brands have been widely forwarded by microblogs and Internet media, and have received media responses at least in response to speed and attitude. It also gives them the widest scope for free diffusion to reflect and weaken the negative impact of the opportunity. At the very least, tomorrow's big traditional media will not be a one-sided negative exposure and give them a space to respond, which is the crisis management of the social media age.

McDonald's, for example, made the first response to a child's official microblog on Sina Weibo when the problem (defined as a problem, rather than a crisis, because it was not fatal and far from a crisis) was revealed:

By the end of writing this article 23:20, in the @ Sina Finance and other media, led by the @ McDonald's official microblogging this message has been 8,400 times the number of forwarding, direct one to forward coverage of more than 10 million. Get the most information transfer speed and efficiency in the social media age. In other words, to 10 million of people to pass the McDonald's response to the problem posture.

McDonald's Weibo statement outbreak analysis

The spread of this micro-bo detonated the circuit diagram

From this, we can see the characteristics of McDonald's crisis management:

1 with other enterprises, the official micro-blog needs to be declared, and then superimposed to the microblog operator to publish different.

McDonald's official Bo response is quick, or even seize the fastest this key gesture. The "quickest" response to the Crown has brought the biggest area effect to McDonald's crisis management. The bigger effect is that the traditional media will be exposed tomorrow, and almost all of the reports are going to take this positive reflection and respond to the full text. Let McDonald's official microblogging, as well as McDonald's attitude synchronous transmission.

2 Let us carefully analyze the McDonald's 140-word official microblogging response.

One of the most classic microblogging responses in the Weibo era. The classic is due to the elaborate preparation of its wording, as well as the many layers of meaning, precision, sophistication, composure, and PR skills that are conveyed behind it. No surprise, this will become the official microblogging of major companies to respond to questions and PR standards, I call it "McDonald's public relations body." In the future, it is estimated that other officials will study McDonald's, and then apply and publish the individual when there are crises and problems. We look at the back @ Carrefour China issued a micro-blog response, basically follow the "McDonald's public relations body" writing techniques. Estimating the future, this is the most insincere PR response. This is something, since needless to say.

3 Let us dismantle the McDonald's China this micro-bo body how classic.

@ McDonald's: CCTV "315" Party reported in Beijing Sanlitun restaurant illegal operation of the situation, McDonald's China attaches great importance to this. We will conduct an immediate investigation into this particular incident, resolutely and seriously, and apologise to the consumers for their practical actions. We will deepen the management of this matter to ensure that the operational standards are effectively implemented to provide consumers with safe, hygienic food. Welcome and thank the relevant government departments, the media and consumers of our supervision.

First, do not analyze the sentence, look at this micro-blog, a total of four words, representing four layers of meaning: Define the problem-show attitude-improve action-explicitly pass the object.

Let's analyze the PR rhetoric and the strategic intent behind the four sentences, and then we know why the classics are.

First: Defining the problem.

Although the CCTV wants to say is the McDonald's nationwide is this problem, want to give the whole of McDonald's brand exposure and condemnation, but unfortunately, CCTV this time only in three Li Tun shop undercover videotaping recordings, rather than the soldiers divided into many ways. This gives McDonald a very good chance to define the problem. So McDonald's opens up the three-Li Tun shop to the front desk, the scope of the problem, defined to a single shop, the following individual events also illustrate this association, so that the problem can be easily resolved by the serious; Secondly, the use of the word "illegal operation" to define the attributes of the problem, which proves that it is not a McDonald's model is not a problem, is the problem of the operating layer , the level of the problem has been delineated, the boundaries are clear. A three-Li Tun Restaurant, a violation of the operation, the problem is defined as clear!

Second: show attitude.

McDonald's has used a number of degrees of adverbs: "very" "immediately" "resolutely serious" "to apologize for practical action" "deepen" "to ensure" and so on, these degree adverbs are transmitting a signal, the smallest thing, McDonald's is also the highest attention and deal with the opinion, this also from the rhetoric on the management of corporate responsibility and attitude towards things, These are the media more like the degree of adverbs, which are years of experience in the PR standard word. It's better than excuses.

Third: improvement action.

McDonald's has locked up its actions to "deepen management, ensure operational standards are implemented and provide consumers with safe and hygienic food." "This again cleverly put the problem again as a management issue, but also with the help of the CCTV stage of the operating manual, again stressed that McDonald's standards are no problem, is the implementation of the problem." As long as the standards are enforced, the results are ensured-providing consumers with safe, hygienic food. It is worth mentioning that, the result is pun, on the one hand can let people perceive "how do you Solve?" "To what extent" the problem, but also reiterated McDonald's mission and values.

IV: Clear Communication object.

This is the most commendable and skillful part. It is also the dominant difference between Carrefour's microblog and McDonald's. McDonald's used "government-related departments, media and consumers" to describe the qualitative, which clearly shows that McDonald's response to three of the most important stakeholder groups, one by one, and suggested that the problem from where the outbreak, to respond to WHO. and Carrefour only used a social community, it is too perfunctory and hasty.

Improvisation this blog, is expected to each enterprise through the McDonald's 315 crisis management show the public relations skills and processing methods to analyze, to find the characteristics of the times crisis spread, as well as the response skills and methods, as a reference. Of course, this does not represent the author agrees with McDonald's "essay" Style of processing.

Compared with McDonald's, other local catering companies, this year there are many problems or crisis outbreaks, have not made good use of social media platform, missed a lot of questions to respond and the opportunity to communicate with stakeholder groups. Sometimes, instead of moments, it is better to use the response time to make the hundred mouths change into a positive response. That's the beauty of PR, like diplomacy. Small to the individual, to the enterprise, to the state and the government, is the case.

The emergence of micro-blogging, making social media unprecedented way to the forefront of history, as a witness of many times. The business must consider is not to build an official microblogging, a voice, to spread. More importantly, grasp the opportunity to communicate with each stakeholder directly, make full use of the media, fully express their position, turn the problem into a turnaround, and improve their brand's "social charm value", which is the social media era enterprises should embrace the changes. As I founded the Shanghai brand Management consulting company has always stressed that the digital era of brands, must embrace change, grasp the opportunity to change. Fully meet the social media era, the company's digital brand building new opportunities and challenges.

Author: @ Tri HONGPO brand Strategy management, Shanghai is seeing the founder and CEO of Brand Management Consulting Co., Ltd.
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