When negative news about a brand occurs, how to conduct crisis public relations quickly?

For an enterprise to build a successful brand, it often takes several years, ten years or even decades of continuous efforts. However, when a brand crisis occurs, if effective management cannot be implemented, it can be achieved in days. , can cause the enterprise to suffer heavy losses or even collapse. Therefore, it is definitely not the team's ability to fight temporarily due to negative news about the company, but to treat the brand crisis as a key task and make arrangements in advance.

To respond to a brand crisis in advance, three aspects need to be considered. One is to form a well-trained "first aid team" in advance; the other is to establish a crisis monitoring and evaluation mechanism; and the third is to have a crisis response plan. But what if a brand crisis has already occurred? When dealing with brand crises, there are generally the following principles:

1. Rapid response principle

Crisis response is carried out in minutes, ensuring that the official announcement of the handling results is made 24 hours after the crisis is formed. If there is no proper translation for too long after a crisis occurs, it is easy to create an information vacuum and lead to various misunderstandings and suspicions.

2. The principle of proactiveness

No matter how many people are wronged in the crisis, we should not face the crisis with negative emotions and take the initiative to communicate with the press with a sincere attitude of accepting it completely. Communicate and open up efficient information dissemination channels. "Handling emotions first" is to avoid planting greater seeds for the overall incident to get out of control, and to adopt a sincere and frank attitude to gain the trust of the public and the news media. If the public is not given a "reasonable" explanation at the beginning , it is easy for the public to resist this kind of behavior by companies.

3. Principle of unity

The crisis team must ensure three unifications in incident handling: unified command and coordination, unified propaganda and explanation, and unified action steps, so as to be calm, orderly, and decisive attitude towards all tasks.

4. Principle of all employees

The internal attitude of the crisis team is more important, allowing employees to understand the company’s ongoing crisis public relations and choose to stand with the company to achieve the company-wide " "Group prevention and collective management, collective wisdom and collective efforts", the stable state of the entire enterprise can more smoothly bring out the effectiveness of the crisis team's work, and reduce the pressure inside and outside the enterprise.

On May 23, "The Most Life Towel" published a public relations statement, "To Ding Lei: Can you give entrepreneurs a way to survive?" ”, the founder known as “Towel Brother” accused NetEase of infringement of a towel product strictly selected. Towel Brother said that NetEase strictly selected the illegal and infringing use of the words "G20 exclusive" to describe products. NetEase Yanxuan posted a response to the incident on WeChat the next day. In the article, it is obvious that NetEase Yanxuan avoided the crisis attack points authorized by the G20 and still won a lot of favor by relying on various public relations methods. This towel It was also sold out of stock, and NetEase Yanxuan became the biggest winner.

Answer: Jingjing, the response to the brand crisis is a thousand miles away. Welcome to share it and pay attention to the public account marketing flight?