When the crisis comes, the four principles of media communication that must be grasped are the media and the media. It is not the era of "fire prevention, theft prevention and journalism". The relationship between enterprises and the media should be cooperation and communication.
It is in the process of media communication that companies need to keep in mind four major principles.
The first principle: the principle of courage and responsibility makes the media realize that enterprises are responsible and trustworthy.
No one likes irresponsible people. Likewise, the public does not like irresponsible companies. In most cases, in the face of a public relations crisis, it is very common for companies to pay too much attention to protecting their own interests and ignore the public's feelings.
"Attitude decides destiny", this sentence cannot be more appropriate for crisis events. In handling crisis events, attitude is more important than method. If the attitude is passed, even if the method is lacking, the loss will be recovered; if the attitude is not good, the best method will not help.
The second principle: take the initiative to communicate with the media and make the media realize that the company is frank.
An air-conditioning explosion accident that occurred in Guangzhou has fermented and heated up in public opinion, and was circulated by the media for several air-conditioning explosions in Gree air-conditioning in the past three years, and was eventually interpreted as a "Gree air-conditioning explosion door."
After the crisis, Gree did not do more introspection but hurriedly questioned the user ’s motivation for using air conditioners and accused the opponents of manipulation. This was a hasty move for Glea, the industry leader, to make haste and retreat. In the face of interviews with reporters, in addition to indicating that there is no problem in product quality, Gree expressed a silent attitude.
In fact, relying on the popularity and reputation of Gree Air Conditioning in the public's eyes, this place should not have been passive in this crisis. What is more terrible than Gree Air Conditioning is the responsibility of the company. Since an accident such as an explosion has occurred, the most important thing for an air-conditioning manufacturer is to first resolve the aftermath for the consumer, and at the same time investigate the cause of the accident. The responsible person should bear the responsibility and the compensation should be compensated. This is a responsible The mind and energy that big brands should have. If after the accident, air-conditioning manufacturers just shove and evade, it is obviously disrespect to consumers.
In Zhengguang and the "Soda Bottle Rat Case", some consumers complained of dead mice in the soda bottles. In this regard, manufacturers adopted a low-key and calm approach: neither grievances nor harsh accusations of malicious fraud by consumers-Global Brand Network-but rather calmly invited the news media to visit the factory. The factory introduced the high-tech of the fourth-generation reverse osmosis water treatment used by DuPont of the United States to the reporters, and also visited the bottle washing line and filling line. In the face of the facts, reporters believe that rats can only be put in by maliciously opening the bottle. Subsequently, various newspapers reported what the reporters saw and heard at the soda plant. A storm disappeared.
In the process of mass crisis reporting on corporate crises, mass media constructs a crisis “mimic environment” for the public, and thus affects public perception and evaluation of corporate image. If companies fail to provide media For more information, before the truth of the crisis is unknown, the media will only probe through various channels. Under the banner of doubt, it will become a preconceived "media trial", which directly impacts the corporate image and profoundly affects the direction of the crisis.
The third principle: the first principle of prevention. Before the crisis has fully erupted, companies must also actively communicate with the media, understand the media's concerns, and actively prepare for it. No matter how clever the management of the
crisis is, it is not as good as preparing the plan and killing the crisis at its source-"Prevention is better than cure" is the principle that enterprises should see when conducting crisis management.
Affected by the audience, media reporters are often keen to report all kinds of "hundred" news. The corporate crisis is an excitement for the media. In the dissemination of information, in order to better fight eyeballs, the media themselves often do technology for things themselves Processing to maximize the audience ’s attention. Due to the magnifying effect of the media, a trivial matter is often exaggerated, and consumers who do not know the truth may blindly follow the trend, especially in the Internet era, which is disturbed by "noise" during the transmission process to spread the word, which ultimately leads to the information being very different from its content path.
In a public relations crisis, companies must actively respond to reporters' interviews and provide more detailed information to prevent reporters from giving full play to their imagination and right to question. Provide what they want, let the media reporters report what the company wants to say, pay close attention to the direction of the media reporters, and take timely measures.
In the Colgate public relations crisis involving carcinogens in 2005, Colgate did not use words such as "ulterior motives" and "reserve the right to pursue". Faced with the pressure from major media to ask Colgate to explain the carcinogens, in addition to timely publishing a statement in "Southern Weekend", Colgate said it would answer the media's questions in the follow-up.
Colgate then held a large-scale press conference at great expense, clarifying Colgate's "innocence" with clarifications from source researchers and authoritative figures in Britain and the United States to convey the message of Colgate toothpaste safety to the public. Colgate directly adopted the method of drawing a salary at the bottom of the media to completely sever the basis for the media to continue its inquiry. For a while, the media and the media were silent, and the reporting framework was completely changed. Since then, the voice of public opinion has suddenly changed into the self-reflection of the media, and the advantages and disadvantages of Colgate's products have faded away from the news.
In June of the same year, the "Nestlé crisis". When the media was without exception all negative
news, Nestle did not communicate effectively with the media, and despite media speculation, it did not publish words in any form. It was just blindness, leading to an increasing crisis. In an unpredictable direction. The criticism of the media has risen from the original problem of milk powder to the entire Nestlé operating system, and even involves major issues such as business ethics, double standards and discriminatory management. It was not until the afternoon of June 5 that Nestlé China publicly apologized and stated that it would be responsible for the replacement of milk powder with iodine exceeding the standard, but still stated that it would not be responsible for returning the goods, and the specific replacement measures were not clearly introduced by Nestlé. This has led to a sharp decline in the trust of Nestlé products, which are considered by the industry to be a very failed crisis PR
The fourth principle: the principle of global interest. When corporate opinions differ from the media's judgment, or even when they are misreported by the media, do not force them to oppose it. Instead, cleverly guide the media to better understand the situation and win support from the media.
The media does not have the obligation to determine the reporting angle or focus according to the company ’s understanding or hope when reporting on the enterprise. It may also deviate from the content expressed by the enterprise due to inaccurate language description. In this case, companies must have a correct attitude towards media exposure or false reports, and must not impulse reporters. For false exposure reports, companies should restore the adverse effects through measures such as communicating with reporters, making corrections, publishing follow-up reports, and carrying out activities that can show the truth to the public.
In the crisis of overlord dioxane, the overlord group has filed a lawsuit in the High Court of Hong Kong on July 21, 2010, indicting the “One Weekly” which was the earliest to report this incident, “badly slandering and slandering” overlord ’s products and demanding compensation for losses.
At the beginning of the crisis, on the one hand, the Chairman of Bawang firmly denied that there was a problem with the product, saying that containing dioxane was a substance contained in all shampoo products, implying that it was an "hidden rule" in the industry. This statement triggered other shampoo brands and Media slams. On the other hand, the incident was accused of being planned by a competitor in order to combat the reputation of the Overlord brand.
In the uncertain circumstances of the incident, Bawang concluded so simply, it is inevitable that it is doubtful that Bawang's move is simply to avoid liability for the product. One of the biggest failures was to try to sue the media for consumer sympathy without clarifying the matter to the public, and this behavior made the public and the media plan more.
For another example, in the Prince's Milk incident, Southern Weekend published a full-page article entitled "Prince's Milk Why Correct the Production Date", revealing that the Prince's Milk Company altered the expired and expiring dairy products. Resale to consumers after the date.
After the incident, the prince did not send a lawyer letter to Southern Weekend with fanfare, but reached a settlement with Southern Weekend in private. At the same time, communicate with the media one by one, request no more speculation, and ask each website to delete related news and commentary articles. As a result, the media remained silent and did not follow up any further. After a few days, there was no negative news about prince milk on Google. Afterwards, the company's relevant personnel said: One of our principles is not to be the focus, not the topic of discussion.
From the perspective of the social media's social communication function, any company's crisis incidents have strong attention to public opinion and can become the focus of attention as a major news subject matter. How to respond to incidents after the company also needs to rely on mass media public opinion Conducting crisis public relations and dealing with crisis events reflects the company's ability to respond.
In a well-developed communication environment, any minor crisis event may eventually lead to a large vortex through the magnifying effect of the media, which will eventually lead to the destruction of the brand's reputation and public trust. Therefore, one of the keys for companies to conduct crisis public relations is to pay attention to media communication strategies, conduct correct public opinion guidance, and rebuild public trust.