Cyber PR crisis
The prevention of online public relations crisis is a key part, and we must plan ahead instead of thinking about public relations crisis management when problems occur. With the development of the Internet, the public relations / public opinion crisis will be more intense in the future. As individuals, enterprises, institutions, and the government's response strategy, it is more necessary to be cautious and cautious, although it is not recommended that there is no noise in the world Saying, but the bottom line of morality must be paid attention to, prevention is more important than resolution.
In the field of prevention, it is also unreliable to go to war. It is recommended that companies develop systematic all-media, especially new media public relations systems (digital marketing / interactive systems). In the digital age, corporate reputation faces more challenges, whether it is the government or Crisis public relations for companies and celebrities are not always trying to rush out when extinguishing fires, but to establish long-term mechanisms that work normally. Crisis public relations
focuses on prevention. If there is no prevention, we can only open the road to the mountains and bridge the water. So how to prevent it, how to prevent the online public relations
crisis? There are 5 Ms in active prevention, a daily system under the guidance of 5 Ms, a system for daily monitoring of enterprises, a system for evaluation models, the promotion of emergency plans, the implementation of crisis manuals, and daily maintenance of media relations.
The first is a daily inspection that maintains insight into Internet information
The Internet information is monitored in a timely manner for 24 hours. The monitoring system includes intelligent machine capture and manual directional capture. Finally, it is comprehensively implemented through a monitoring platform. A platform that accurately, comprehensively and timely monitors negative reports and brand volume can save a lot of time. At present, there are many types of monitoring platforms that can replace manual collection of data. By simply setting up some keyword groups related to their own brand, public relations can be " "Open plug-in", all online media channels, such as online media, forums, videos, Q & A, Weibo, WeChat, etc., can be used to quickly speak high-quality data at important moments. For routine monitoring, companies only need to regularly receive automatic monitoring reports sent by the system, focusing on the exposure of their brands on news sites, personalized graded warnings, and flexible adjustment of monitoring tools when negative information is falsely reported.
However, in a sensitive period like 315, once the negative information is exposed on the Weibo WeChat platform, the breadth and depth of the entire event's impact are unpredictable. During sensitive periods, you must frequently go to the monitoring background to view or export monitoring data at any time (not just to receive automatic reports), to screen out important Weibo WeChat accounts, so as to conduct timely targeted tracking and corresponding processing. In the past two years, most of the companies that were “named” by the CCTV 315 party have entered the rhythm of “the first Weibo response and the next day ’s press release statement”.
General monitoring platforms can support keywords addition, modification, and deletion at any time. Staff are required to learn these basic skills; at the same time, follow up with their own specific situations and build your brand's exclusive negative thesaurus, which can be a lot in daily work. Set and accumulate customized sensitive words such as the leader's name, technical terms, and industry proper nouns related to the company, and block some unwanted global negative words in time. The richer the customized negative vocabulary, the better the warning effect. The more accurate.
In addition, in order to avoid unnecessary email interruption or miss important warning emails, you can also set the frequency of negative warnings according to the severity of the crisis. For example, you can receive 1 to 2 times of negative information and deal with them daily in a unified manner. During 3.15, the frequency of warnings can be adjusted to "immediate" to grasp first-hand negative information; the subject of the warning emails can be customized, and different email recipients can be set, no longer having to worry about forwarding emails to colleagues in different departments.
The second is to establish a model for information evaluation, and to simulate and evaluate potential problems; [A2]
After a crisis, the crisis team must communicate together and synchronize information. The first thing to do is to analyze, that is, understand the ins and outs of the crisis event, and then analyze the stakeholders (consumers, suppliers, governments, employees, shareholders, competitors, etc.) , Media, etc.), rating the crisis. How will the affected groups see the crisis? What is the importance ranking of this group to the company? This determines the priority of some responses when dealing with a crisis. How deep will the government and media censor this matter? How much the company's profits will be lost and so on.
The second thing is to determine the processing strategy and implementation plan based on the analysis. In this, it depends on the specific area in which the crisis occurred and the complicated relationship between his stakeholders, but it must be a systematic project. The crisis team must start to arrange the work of various departments: the relevant departments must start the investigation of the incident, understand the facts of the crisis, and the company's legal requirements Assess whether legal risks and measures are in compliance, the public relations department must start a company statement, press conference (or media communication meeting), dissemination after the statement, how the CEO interacts, how to shift the focus of public opinion, etc. Relevant departments communicate and express their attitudes. Of course, for the most part, the company statement is the first priority, which is the most important document for external voice. The implementation plan is to suppress the escalation of the situation as the first principle and solve the immediate problem first. As for how to deal with the escalation and the aftermath, you can consider it after the statement is issued and after the incident investigation has more clues.
The network public relations crisis information assessment model can provide decision-making information for possible future crises. First, restore the normal operations of each department; second, store files and investigate accidents; then, assess the losses caused by the crisis; finally, review and summarize the occurrence of the crisis, analyze relevant data, and find out the laws and characteristics among them. Formulate practicable crisis management solutions, realize the forecast analysis of the crisis trends, thereby improving the prevention skills of relevant departments and assisting each department to formulate corresponding prevention strategies.
The third is to establish an emergency mechanism, which is to establish an organization and team to deal with the crisis within the enterprise, and to clarify the division of labor and action processes;
Enterprises must establish a crisis warning mechanism and constantly monitor various communication platforms on the Internet, such as various influential news websites, forums, and blogs. Pay attention to whether relevant information appears, and companies must establish relevant monitoring mechanisms. Always monitor online information about companies and brands, use some technical tools to search for various comments and discussions about the company at any time from the Internet, and then carefully analyze whether there is a potential crisis in them. If you find the emergence of a public relations crisis, you must respond immediately. Don't ignore every tiny link. Even if it is a misunderstanding, you need to find a suitable way to resolve it. Use sparse methods to resolve. Remember, do n’t block it. An “block” on the Internet will definitely cause an accident, because if you block it here, he will go to another place to vent, and it is a stimulating “block the fire”. The Internet is not like There are only a few traditional media. There are too many communication platforms on the Internet. No one can control all of them.
At present, many enterprises rarely have such a monitoring mechanism, which results in enterprises not being able to react immediately. Very often, small incidents will lead to a huge public relations crisis.