When it comes to crisis PR, we often mention the Johnson company

The revelation of several cases

When it comes to crisis PR, we often mention the Johnson company. In 1982, the company's "Fist Products" Connaught capsules were poisoned, killing 7 people. In the face of "mishaps", the company resolutely rejected all "conservative advice" to come forward. They actively cooperate with the official investigation, the high-level initiative to contact the media, the public warning not to use any products, production, stop the relevant advertising and promotion, national recycling ... At the time, a famous business magazine commented: "For a business, if the police on the street are holding an electronic megaphone warning that the purchase of its products is tantamount to suicide, what could be more frightening?" "By the end of 1984, however, the sales of Connaught were back to 95% before the crisis. Johnson's company has achieved a classic case of crisis pr.

2000 Tai grams capsules also suffered a crisis. November 16, China's state Drug Administration announced a moratorium on the use of 15 types of amphetamine-containing drugs. Tai Grams entered China in 11, in the anti-cold drug market has a very high profile. Media scramble to report, dealers have to inquire ... Sino-American History of the day to set up a crisis response organization, the next day the major media coverage of the company staff meeting. 18th issued "to the hospital letter" and "to the customer letter", dozens of trained full-time staff to answer the public telephone. 20th held a media conference, the focus of expression-resolutely support the decision of the competent authorities, always depending on the interests of consumers, people's health for ... The matter was soon settled.

Since the beginning of this century, the Internet and the impact of social transition, business crisis seems to become a "normal". At the beginning of February 2012, with black bear aquaculture, bile products research and marketing as one of the enterprise, as a result of listing triggered a "live bear take the gall" of the fierce controversy. An eminent group of animal protection groups appealed against the listing of the company. Chinese Herbal Medicine Association held a media communication meeting, intended for the church "clear", but more said the more "unclear." 20th, the church through the official website issued "Bear Base Open Day" invitation, then held a strong team of experts, the storm still failed to quell. March 2013, the historically not very peaceful drinking water market has also erupted farmer Spring "standard door" storm. The cause was a consumer complaint that the unidentified black was not found in Kaifeng. Company Weibo response for natural mineral elements precipitation, the third party authority to detect compliance with national standards, no security issues. 25th, there is a website, "Farmer Mountain Spring Danjiangkou water source rubbish siege, water quality worrying" ... April 12, "Beijing Times" began to intervene, then you come to me, two sides, the incident continues to ferment. May 6, the farmer spring in Beijing held a press conference to prove innocence, and filed a lawsuit to the court to claim compensation for losses. November 4, farmers Spring also reported in the cessation "Beijing Times", said its continuous fabrication of facts, false reports, the amount claimed from 60 million to 200 million ...

Frankly speaking, these crises are both "gun" and "lying Gun", as well as "hit the Gun" or both, "a feather." However, it can be found that in the absence of the Internet or the internet is not enough to popularize the era, crisis PR "golden rule" is a clear-cut courage to play, stand firm first to maintain the public, the attitude of honest and positive communication media. But in the internet age, it all seems to have changed.

Ii. challenges of the internet age

The internet era of our work, life can be "one net" "interoperability" "linked." What impact does this have on crisis PR?

(i) changes in the way in which the crisis is transmitted

For a long time, traditional media has been the public relations communication, but also the main channel of Crisis PR. "We are the media, we have been trying to be social watchmen." Of course what you send, through the media to reach the audience or what, although there will be some "wastage." Now, the impact of the Internet and media ecological changes, not only bring about the reduction of traditional media circulation, but also their credibility has declined. Traditional media began to be more by the new media, folk voice "anti-choke", repeatedly "preset position", "selective exposure" questioning. The public "listen to WHO said", believe and not believe, the subject "who said", authority or not ... Traditional media is no longer the only, best choice.

(ii) Challenges to the public environment

In the internet age, the public is no longer a pure audience, or a mutual source of information, communicators and channels. Their formation is dynamic and is aggregated and differentiated by interest and interest. Crisis PR is increasingly facing the following public:

1. The "closed loop" of the public. They only believe in themselves, only accept the new information of the homogeneous group, form the communication "closed loop" and difficult to break. In other words, refuse to communicate, do not listen to you "speak". For example, some doctors and patients involved in the crisis, their immediate goal is to "make things big."

2. "Questioning" the public. No matter how you communicate, the first thing they think about is "what you say is true", one round of questioning and another round of questioning. It is noteworthy that because of the information "fragmentation", the interests of pluralism and the relationship of "networking", public opinion is difficult to have a unanimous "authoritative voice", the public do not know "we believe that" "who" situation will be more and more.

3. "Do not understand" the public. Or with the information of "fragmentation", they tend to their own interpretation, speculation as "you mean", and accordingly choose behavioral orientation.

In the face of the "closed loop" of the public, many times it may be considered as "marginal public." Consideration may be given to the "primary public" by other large numbers of the general public, such as the "questioning" public. The public nature of "questioning" is "independent public" and is often an important object of the need to resolve the crisis. The key to "don't understand" the public is how to make it "you know."

(iii) The lag of the subjective consciousness of the party

In the face of the changes brought by the Internet, as the subject of some enterprises, institutions, some ideas, ideas obsolete. In the crisis of public relations, especially the spread of the crisis in the outstanding performance:

1. "Just don't say" or "Squeeze toothpaste". Some of them ignore the public, the opinion, or dare not to face, afraid of mistakes, responsibility. Do not communicate, let the public guess, public opinion evaluation and event fermentation.

2. "You listen to me." Still the traditional "propaganda model", as long as "you listen to me", not accustomed to the modern "mode of communication", do not know to "I hear you say." They lack equal status and a sense of "dialogue".

3. "he". Intentionally or unconsciously evade the public, public opinion concerns, or vague.

4. "Decapitation News". For example, "Washing machine hanged Girl" incident, September 22, 2013 media began to report. Haier 23rd issued its first statement, "There are children into the Haier washing machine can not rotate." Police intervened later, October 16 released the results of the investigation, determined to exclude him. Haier issued a second statement that day, deeply mourned, said that will strengthen the safety popularization ... And then, no, then.

The crisis of the past is more like "the Storm in the teapot". With the Internet, information sources to monopolize, media rich, developed and strong interaction, information exchange is more easily accelerated and magnified. The change of communication mode and public environment mode of crisis PR and the serious lag of the subject's thought and idea often make a "single" crisis evolve into "resonance" and produce "snowball" or "domino" effect.

The thinking of Change and invariable

(i) advancing with the Times: adapting to the internet era

One is the way of thinking. In the Internet virtual space, interpersonal relationship is "network structure", the individual is only one node. Everyone is like the center, not the center, everyone is far away, the internet "a roar" can immediately intersect. The reaction in reality is the trend of "going central" and "going intermediary". Your "Voice" is no longer "authoritative", "unique", the public access to information is no longer you can not, you are only a "network structure" in a node.

The second is the way of behavior. Whether you like it or not, you know, every enterprise, organization, or more or less, or large or small to contact with the Internet, each move will be retained on the internet "footprints." Whether new or "cold", there are countless eyes in the attention, "soy sauce", different voices in the inquiry, "human flesh search." To dare and be good at facing, "emphasis on peacetime" with the public information sharing, increase openness, enhance transparency.

Third, the way of communication. One of the hallmarks of the internet age is the emergence of mass media. Early blogs, podcasts, and Web threads, today's microblogging, micro-credit and other social media because of their shared, challenges the traditional "one-to-many" and "opposite" communication mode; "Everyone is the media", challenged the traditional media "gatekeeper" role, especially fast "micro-content", breaking the time, geographical limitations ... Although there are good and bad, low credibility and related laws, management has yet to standardize issues, but its civilian, personalized, low threshold, simple operation, interactive and rapid dissemination of advantages, has become a public relations communication, crisis PR important way.

(ii) Your adherence to: the basic principles of crisis PR

First, the basic idea is unchanged. That is, to seek common interests, to assume social responsibility and to disclose the truth. In particular, the courage to play, is to resolve the basis of various crises. As in December 2013, a number of migrant workers wearing a T-shirt in Dalian Unicom front "kneeling snow pay". The incident originated from a company forwarders Dalian Unicom Construction project, Dalian Unicom has been scheduled to pay the company's project payments. The peasant workers who failed to get their due remuneration went straight to Dalian Unicom to "find the owner" and "Beg the story". Dalian Unicom, the morning after the incident micro-Bo issued a statement to inform the cause of the afternoon again opened a press conference to clarify, explain. It is important for Dalian Unicom to take the initiative as the project construction Unit to coordinate internal disputes within the contractor to help migrant workers get wages as soon as possible.

Second, the attitude of crisis is unchanged. Including: Public opinion--valuing, safeguarding public and social interests, always put the first in all decision-making, action, communication concepts-positive and equal "dialogue", active communication, "Panorama" to tell the truth: The concept of time-action quickly, spread timely, seize, use the internet context of "golden hour"; Image concept-- Valuing reputation and maintaining image will regain social understanding, trust and goodwill as an important target of crisis PR.