How to solve the corporate public relations
crisis? There are various methods of cyber crisis public relations
, but crisis public relations that deceive the audience will ultimately hurt customers and public relations companies themselves. This spiral is engulfed by a huge hustle and bustle, causing some things to rise and others to fall. But it is silent on its own.
In the network age, some methods that try to control and change the "silent spiral" of the network are called "cyber crisis public relations."
The first method: delete the negative
information directly and stop the circulation of the information on the Internet. In the pre-Internet era, it took a relatively long time for the event to occur and then be amplified nationwide through the media and had an impact. The transmission of the message was one-way The speed of crisis public relations can often catch up with the speed at which events spread. In the WEB2.0 era, the communication of information is three-dimensional. The audience can search through search engines, and they can also discuss the crisis information they know on BBS and their blogs.
Some researchers have called this rate of information transmission a horrible "viral transmission." However, traditional crisis public relations methods, such as trying to achieve the purpose of “clearing the source of the original” by holding a press conference, seem to be overwhelmed.
The first technical method of cyber crisis public relations is to reduce the amount of relevant online information to control the possibility of crisis expansion.
The second method: cut off the search engine If the hand of the Internet PR reaches the link of the search engine, the audience will not even open "the webpage you searched for has been deleted".
Information dissemination in the WEB2.0 era relies heavily on search engines. Search engines are the gathering place of all websites. Netizens learn about the same keywords from other sources through search engines.
The number of query results that a keyword can find on a search engine directly refers to the popularity and attention of the keyword on the Internet.
It is not necessary to sever search engine operators like Baidu or Google. Another method, through a public relations portal, can also cause search engines to fail to find some web pages, thereby achieving the purpose of reducing some web pages to the public.
The third method: positive reports suppressing "deletion of manuscripts", including cutting off search engines, is a method of low-tech public relations that some small public relations companies like to do.
In some people's opinion, another kind of online marketing method called SEO is the more hidden cyber crisis public relations technique. The so-called SEO, or Search Engine Optimization, is a search engine optimization. Public relations companies can rely on their good relationship with search engine operators to put their customers' positive information forward and negative information back.
The fourth method: The gunner restrains the spiral rise by cutting off the search engine. In a way, it is a passive defense method. The crisis may still be spiraling until it loses control because of its massive aggressiveness. This requires a proactive network PR model.
Some public relations company employees revealed in an interview with foreign media that they often hire some college students to make posts and make their own voices. "Through forums and blogs, I post at least 50 posts a day. Each post is about one yuan." On the Internet, people call this a "gunman."
I can't stop the fire and acknowledge the fact that no matter what kind of network crisis public relations method, it can't make up for the major mistakes in the company's own operations. Do not escape, do not shirk, and be responsible is the core of crisis public relations. Starting from honesty and being responsible to consumers is the way to win the trust of others, and it is also the true way to solve problems.