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How to do crisis public relations in the social age?

Your position: Crisis PR > How to do crisis PR in the social age?

Release time: 2019-01-02



The explosive spread of social media networks can provide customers with value-added services and attract a large number of fans. In good times, they give you the icing on the cake; in adversity, they give you charcoal in the snow.
A few months ago, I spoke at the Omni Hotel in Florida. About 20 minutes before the speech began, the hotel's WiFi equipment malfunctioned. I couldn't connect to the internet, it was really killing me when I was preparing to show YouTube to the audience.
So I took out my BlackBerry and tweeted it on social networking site Twitter. Eight minutes later, a technician from the Hotel Omni entered the conference hall. He asked, "Sir, are you unable to connect to WiFi? I'll go to the basement and reconnect to the router. Please wait a moment, please?"
After 3 minutes, my internet connection was successful. When the audience entered the conference room one by one, I downloaded the video to my computer. I quickly posted another Weibo, writing, "The customer service of the Omni Hotel is impeccable!"
Why is this? Because Laurie Cobosted, the business manager at Omni Hotel, has adopted new customer service rules. She foresees the possibility of turning complainants into advocates. She seized the opportunity and got what she deserves. All she has to do is talk to the technician with a walkie-talkie and ask him to check the network and solve the problem. She turned small complaints about hotel services into huge means of profit, while preventing a tendency to get serious. The key point is that Laurie foresees the benefits of listening to customers.
In the age of social media, has your company adopted completely new customer service rules? The more quickly you respond to crises, the more quickly you can solve problems, overcome difficulties, and move on to gain more and better fans. Now that you can solve the problem this time, the next time you encounter a similar problem, you will not worry.

Always be vigilant Once there was a TV show analyzing catastrophic events. They believe that disaster does not happen automatically, and that the disaster itself is caused by a series of specific small events.
What is said on television is usually correct. So let's discuss how to avoid disaster. That is, no matter how busy your business is, you need to take some time to discover the problem. Remember, problems are always sudden, and you can't even anticipate them in advance. However, if you analyze these problems after the fact, you will find the source of the problem. In fact, you can clearly distinguish between "problem" points and pinpoint the point at which errors occur.
As for how to find the signs of wind and grass, you are in control. In simple terms, it is to detect the clues of the change and kill the trouble in the cradle. In 2008, the painkiller Merrill Lynch released an advertisement telling mothers how to use Merrill to relieve the muscle aches caused by cuddling the baby. Mothers all over the world are mad. "This is simply an insult to my mother," they yelled. Not only did they express anger towards the roof, they also protested on Twitter, Facebook, and blog. At the time, the New York Times called me-just eight hours after the incident, asking me what I thought about the incident. Maybe Merrill executives need to take Exedrin's painkillers.
For Merrill Lynch, the biggest problem is advertising itself. Our brains sometimes lose their mind, in which case, for whatever reason, we may have bad ideas. The problem with Merrill, however, is that they did not respond until 14 hours after the incident. At that time, there were all kinds of remarks condemning Merrill on the Internet, and some even accused Merrill of being too late in responding to the incident!
In other words, Merrill Lynch did not catch the wind and failed to detect the wind and grass in time.
If Merrill ’s makers can keep up with the latest news online, this confusion can be largely avoided. They simply acknowledged "yes, this ad is stupid; we must have hit our heads at the time" and then posted the content to the blog within hours of the incident. However, this mess has become global news, and it's negative news now, let's look at the other side. Domino's Pizza is currently running a new round of advertising campaigns, and they called on viewers to take photos of their own pizzas. Many people sent photos, but the photos that eventually appeared in a domino ad showed that the pizza surface was stuck to the box, and the whole pizza messed up. What's going on? Are they choosing photos to show the world that this is wrong? Yes. It's easy to understand. Taking this opportunity, Domino announced to the world that not only did they find the problem, they were solving it.
Don't deceive consumers. "Walmart across the United States" is a cozy little blog registered by a couple who travels around the country in a recreational vehicle for camping and stops at a Walmart parking lot every night. This is a typical American success story: The husband and wife decide to enjoy the spectacular beauty of the country together, and they choose to park their car at Wal-Mart every day.
Wonderful "American-style" stories advertise for free to Wal-Mart, and Wal-Mart is also happy to enjoy free news effects, like Mantos candy immersed in Cola.
But the good times didn't last long. Someone found the inside story: It turned out that the cost of the trip, the entire journey planning, the cost of purchasing the entertainment car, and the cost of everything around it were sponsored by Wal-Mart.
Now, Wal-Mart is in a sudden big trouble. It's one thing for Wal-Mart to use this prevailing story to attract public attention and incite public opinion to promote career development. But if Wal-Mart is making up stories, it's another story. Because Wal-Mart itself deceives the public first.
You might say, "This kind of thing doesn't happen to us. We don't do it. We don't have the money to buy expensive entertainment cars. We are not a big company like Wal-Mart. This is not our problem at all."
I will answer you this way: yes, you are right. You won't run into brand image problems like Wal-Mart because you won't buy entertainment cars or make up stories. However, if an employee publishes the results of a company product review online, but refuses to admit to working for you, and is arrested, what should I do? If there is a song available for download in your iTunes Music Store, and the PR agency Without telling you, let an employee write a relevant comment on your behalf. What should I do?
Examples are endless. In fact, these can be summed up in one sentence: in any public place, deceptive behavior in any form ends up as a cocoon.
Maybe not today or tomorrow, but it will come true someday. Waiting for this sentence to come true will inevitably have bad consequences. Once the bad consequences have come to pass, you may be revived, or you may die. In any case, this will be extremely painful, much less relaxing than if you hadn't done it before.
Thanksgiving Any merchant wants to make a first-time customer a second time and then become a loyal customer. What I want to tell you is that loyal customers usually leave comments on blogs and Facebook, which greatly affect their friends.
You need to find people in the crowd who solve problems. Just treat these people well and they will be your PR. Then, you have achieved your goals again-online goals and offline goals. The key is to keep in mind your current feelings and pass it on so that your customers have the same experience.
Remember the last time you got a flight upgrade? Remember when you got free drinks, or did someone let you in line? Remember how you eagerly want to share with others, share joy with the world? Welcome to my world You can do that now. Social media will show you the way. You don't even have to ask your customers or customers. They will take the initiative to show off their good treatment.
Look around and ask people around you. If their phone doesn't have a camera function, ask them to raise their hands. If everyone is on the road with a camera-capable phone and transfers image files to each other, it means that everyone is a reporter. If everyone is a reporter, everyone should be treated as a reporter.
Do you have to treat everyone equally? Of course not. But "a friendlier response" is one of the simple ways to start the transition.
"Because there is no empty table, I can only go to the bar for a drink" will easily become "Due to my positioning being delayed, TaCocina provided me with a free drink! It's so sweet"! When you have heard someone say " "Intimate" and "Positioning is delayed", then you succeed.
Keep in mind that even the humblest things can make a world of difference. Thanksgiving cards are a typical example: "Thank you, @customer name, you have become a member of a certain family." No matter what the size of your company, you can always find a way to thank customers. . This is how you turn new customers into loyal customers.
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