Corporate image is crucial, and corporate crisis is the biggest source of damage to corporate brand image. According to Xingxin Media, crisis public relations are
handled properly, the big things are small, the little things are small, and the crisis may even be turned into a business opportunity. And crisis public relations, especially in the new media era, the network crisis public relations are not handled properly, a small bad review may also cause trouble and make the corporate image fail.
Food and catering has become a sensitive topic in recent crisis public relations incidents. Today, food safety is considered highly important. What should I do if a company's brand is "exposed"? How should companies handle crisis publicity and turn crisis into business opportunities? In the recent crisis public relations incident, online public relations
experts believe that Haidilao's The processing is relatively successful and it is worth learning from.
Today, as a professional online PR company
in China, Xingxin Media has decrypted it through case analysis: the core secret in PR!
The hot pot restaurant from Fengshengshui has fallen into a crisis PR apocalypse. Today, the communication force is rapidly spreading. Without a strong crisis PR consciousness, catering brands may have trouble every minute, possibly from users, opponents, governments, executives ...
Earlier, Internet public relations experts learned a case like this: A very famous Chongqing hot pot brand, which did not rely on publicity and did well in the past, was quite famous in the industry. But one day I saw the newspaper: a certain hot pot recovered the bottom oil of the pot for recycling, and attached pictures, and the chef was standing at the garbage dump, collecting old oil leaking out of the sack by the waste bottom material. The pictures and texts appear to be conclusive. But the owner of the hot pot restaurant was embarrassed. The picture is his own, but this is to separate the slag from the oil. Of course, the oil cannot be thrown directly into the garbage dump. It must be sent for unified treatment.
However, the boss's treatment at that time was-whatever. Because he felt worthy of his conscience, there was no need to explain more. Unexpectedly, he was frank, but the media repeatedly held him back, and consumers were disappointed. Although remedial measures were later made, it was also vitally injured. The boss now remembers that he still regrets that his bowels are green. He is very upset. Why didn't he understand crisis PR at that time?
In the face of crisis management in the media age, online public relations experts commented that the outbreak of the safety issue of the restaurant brand was misunderstood, but the boss ignored the corporate crisis. This is obviously not aware of the harmfulness of the negative
to the company. Crisis news has been seen in major media and platforms, but the hot pot restaurant has left it alone, and has put itself in a very passive position from the beginning. Even if remedial measures were taken later, it would be difficult to overwhelm the water and cause serious injuries. As one report said, for brands, this is a "failure crisis PR", and for consumers, an apology is a "late admission."
This case shows that the importance that companies attach to the crisis determines the future development of the company. Especially in recent years, food issues have attracted much attention from the public. The Zhou Hei Ya poppy incident, the KFC ice cream incident, and the recent Haidilao rat incident have all caused a lot of attention and discussion on the Internet. This shows that the company's online public relations work needs to be carried out continuously, especially at the moment when companies and competitors start to go public. The impact of unresolved online public relations issues can be considerable, and it is extremely important for companies to handle crisis public relations!