How to conduct crisis public relations in the face of negative news events

Before the first black swan was discovered in Australia in the seventeenth century, people always thought that all swan was white. Later, people referred to the black swan as an impossible event and a major emergency crisis that could not be predicted. Since the beginning of the US subprime mortgage crisis in the spring of 2006, the "butterfly effect" has begun to spread around the world, and black swan events in the economic field have occurred frequently. In the face of crisis events, how to deal with rationally and scientifically, crisis public relations is one of the important magic weapons.

in principle

The gate moves forward and the source is guarded. We are familiar with the experiment of warm boiled frogs. In ancient China, there was also a saying that “the foundation is moist and rainy”. The foundation stone of the pillars is wet, which is a sign of rain. If the enterprise just shows a bad sign, it will cause vigilance. Taking timely measures will avoid more troubles.

Proactive and timely, quick response. For example, on March 12, 2011, after a nuclear accident at the Fukushima nuclear power plant in Japan, TEPCO was not busy with disasters, but was busy preparing for the Prime Minister’s preparations. As a result, not only the external tsunami-like condemnation, but also the optimal timing of water injection and cooling were missed, which caused a greater loss for the company. In view of this, when the crisis occurs, if the relevant enterprises can take the initiative to admit mistakes, contact the stakeholders in time, and explain the truth to the media and the public, they will often win the understanding and trust of the public and customers, thus winning the first solution to the crisis. machine. At the same time, we must act decisively, respond quickly, decisively control the situation, and keep the problem within the minimum range.

Correct attitude and sincere communication. The siege is the next, the attack is the top, although the toughness can be a quick one, it is not the long-term way.

Open the truth and be brave. When the crisis occurs, the public is most concerned about whether the truth of the crisis and its own interests are damaged. At this time, the company must not have the luck, conceal the facts in order to get away with it, but to promptly and accurately disclose all kinds of information, courage to take responsibility, express concern for the customer's feelings, and apologize to the public through the media.

program

Identify and isolate the crisis. When a crisis occurs, the relevant departments must quickly identify the cause and possible direction of the incident, approve the direct and indirect effects of stakeholders and events, and immediately take measures to isolate the crisis and avoid chain reactions so that the customer's losses are reduced. lowest.

Quickly start the relevant plan. It not only ensures the timely resolution of various problems in crisis events, but also enables the institutions to function properly.

Choose the right media release information. When a crisis occurs, companies must determine the way and channels of information dissemination based on their own characteristics so that the public and customers can obtain information in a timely and efficient manner.

Report in time. Any enterprise has its own competent department. In the event of a crisis, the company must promptly report the facts to the higher authorities and the competent authorities, and obtain timely support from funds, technology, personnel, etc., so as to minimize the losses of the enterprise.

Guide public opinion. Through various means and methods, people can see what positive actions the company and relevant departments have taken in order to portray the responsible, careful and thoughtful corporate image so that the public and customers still have confidence in the enterprise. Do a good job in the aftermath and crisis transformation to avoid the recurrence of such things.

skill

First, respond to the media's strategic skills. When the crisis occurs, the relevant departments must immediately determine the unified content and dissemination of the communication, determine the chief spokesperson, make it the only source of news, can not be different from the outside world, and must firmly grasp the initiative to release information. Help the media focus on the facts of the report and the positive actions of the relevant departments. Prepare emergency press releases, leave blanks and room, prepare background materials, and keep up to date with the latest information. Don't ask reporters to publish anything or not.

Second, the strategic skills of communication. Even under the fast informationization conditions, don't rely solely on the telephone and the Internet, and try to communicate face to face with customers to show sincerity. Treat customers of all sizes equally, and do not let small customers feel unfair. Empathy, let customers really feel that the company always puts the interests of customers first. Use objective facts and data to resolve various objections with customers. In the face of a large number of people, don't yell loudly, be calm and cope, choose the first responder to communicate to drive other followers. A slave who does not make a problem, positively expresses your opinion.

Third, the strategic skills of speaking. The way to speak must be equal. Don't be low or low, and don't be high. The attitude of speaking should be sincere, the language is euphemistic, and more respectful words should be used to touch people with sincerity and sincerity. Never lie, do not fabricate reasons, and do not publish inaccurate information. Do not slick, do not pretend, be as simple and direct as possible. When the dialogue is deadlocked, talk to another angle. Use affirmative sentences and guiding sentences, and use negative and rhetorical questions less. More positive words, less negative words. Neither block others nor block themselves.

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