Network PR processing
With the gradual popularization and popularization of the Internet in China, every netizen has become a "news source", and these news sources have spread all kinds of things that were only spread in a small scope in the past to a nationwide " Network event. " Especially in the past two years, cyber incidents have played a very good role in promoting the country's "anti-corruption and advocating honesty". They have exposed some dark sides of society, made citizens' lives better, and opened another door for citizens to speak. These are all understood from the front.
But if it is a maliciously fabricated story, there was previously a malicious publicity hype by "Miss Country Teacher", and now there are incidents of excessive arsenic content in "Farmer Mountain Spring" and "Unification". The double-edged knife of the Internet has hurt Chinese national brands It is also huge. How to crack this kind of damage, let's briefly talk about the general processing methods and steps for enterprises to deal with network crisis events.
In order to make it easier for readers to read, Shuibei divides cyber crisis public relations
events into four categories: Class A, general cyber PR crisis; Class B, entangled cyber PR crisis; Class C, impact internet PR crisis; Class D, severe cyber PR crisis.
First, the general public relations crisis of category A is to be closed, deleted, and retracted. It is suitable for the public relations of relatively small cyber crisis incidents. The negative news is deleted on the website. The other party does not send it repeatedly and controls the voice of the online news media. Generally, at this stage, A-type incidents can be resolved. If not, it will be converted to class B.
Second, to deal with the crisis of public relations in class B entangled networks, the method is to combine blocking and blocking. On the one hand, manuscripts need to be sealed, deleted, and retracted; on the other hand, a large amount of positive information is still being published to dilute the impact of the incident and form a network dispute, thereby diluting the incident. At this stage, generally under the strength of strong public relations, individual organizations with loose crises tend to disintegrate. If not, it will become a crisis of influential network public relations
Third, to deal with the crisis of public relations of the C-type impact network, the method is to maintain good print media relations and require the media to send a withdrawal letter. Dispatching letters to major websites in the form of print publications, removing online news, and cooperating with the first and second steps can generally be processed. Of course, when encountering individual media, companies have to make a fierce amount of blood, but it is worthwhile to be able to preserve the brand and deal with potential serious internal problems of the enterprise, avoiding the end of the company.
Fourth, to treat serious D public network crisis events, only broken arms survive. The cyber crisis incident has come to this point, indicating that this potential problem may be quite terrible, but the brand value cannot yet let it fail. At this time, it is necessary to find a scapegoat within the enterprise. Enterprises should issue a positive statement, severely punish the relevant parties and related issues, and win a chance of survival with a vigorous trend. Combining the first three steps, the average company can get a chance of success.
It is worth mentioning that all four types of crisis management methods need to be handled by very professional public relations companies, especially the cooperation and support of integrated public relations companies. Otherwise, the strength of the enterprise alone can turn the category A crisis into category B, category B into category C, and category C into category D. In this way, a good brand is finished.
In daily work, professional preventive monitoring and early warning monitoring are particularly important. Check out the PR-Jin Escort can plan ahead and monitor negative information. If the monitoring is not in place, companies may regret it: they often spend less than 100,000 yuan on public relations costs each month, but suddenly lose tens of millions. And the kind of thinking that when a network crisis occurs, blocking, deleting, and retiring is OK is even more problematic. The public relations of network crisis is a very delicate and highly changeable event. If it is not dealt with properly, it will produce huge Negative impact. Corporate CEOs should be cautious.