What are crisis public relations?

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Crisis public relations methods

Enterprises face a variety of crises in production and operations, and no matter what kind of crisis occurs, it is possible A fatal blow to the enterprise. Through crisis management strategies, enterprises nip some potential crises in the bud and minimize the inevitable crisis losses. Although crises are accidental, crisis management strategies are not haphazard. By summarizing the practice of corporate crises, it is not difficult to find that crisis management countermeasures mainly include the following aspects:

(1) Do a good job in crisis prevention

There are many reasons for crises Various, accidental reasons cannot be ruled out. Most crises occur through a process of change. If business managers have keen insight and can take effective preventive measures in a timely manner based on all aspects of information collected daily, they can completely avoid the occurrence of crises or minimize the damage and impact caused by crises. Therefore, crisis prevention is the primary part of crisis management.

1. Establish a strong sense of crisis. Enterprises should establish a crisis concept and create a crisis atmosphere when conducting crisis management, so that employees of the enterprise can face fierce market competition with a sense of crisis and regard crisis prevention as an integral part of their daily work. First, educate employees on crisis management. Educate employees to understand that crisis prevention relies on the joint efforts of all employees. The crisis awareness of all employees can improve the company's ability to withstand crises and effectively prevent crises from occurring. In the production and operation of the enterprise, employees always put communication with the public first, maintain good relations with all sectors of society, and eliminate hidden dangers. Secondly, carry out crisis management training. The purpose of crisis management training is different from crisis management education. It is not only to further strengthen employees' crisis awareness, but more importantly, to enable employees to master crisis management knowledge, improve crisis handling skills and psychological quality in facing crises, thereby improving the crisis awareness of the entire enterprise. Management level capabilities.

2. Establish an early warning system to prevent crises. To prevent crises, a highly sensitive and accurate early warning system must be established. Information monitoring is the core of early warning. All aspects of information are collected at any time, analyzed and processed in a timely manner, and hidden dangers are nipped in the bud. To prevent crises, we need to focus on the collection and monitoring of the following information: First, collect public feedback on products at any time, and closely monitor various factors and phenomena that may cause crises. The second is to master industry information, research and adjust the company's development strategy and operating principles. The third is to study the current situation of competitors, compare their strengths, and know ourselves and our enemies. The fourth is to identify, classify and analyze the monitored information, predict the types of crises that may occur in the future and their degree of harm, and issue crisis warnings when necessary.

3. Establish a crisis management organization. This is the organizational guarantee for effective corporate crisis management. Not only is it an essential organizational link when dealing with crises, it is also very important in daily crisis management. Before a crisis occurs, enterprises must make preparations when a crisis occurs, establish a crisis management organization, formulate crisis handling procedures, and clarify the responsibilities of leaders and members. The establishment of a crisis management agency is a successful experience in developed countries and an organizational guarantee for smoothly handling crises and coordinating relations among all parties. The specific organizational form of the crisis management agency can be an independent full-time agency or a cross-department management team. It can also be replaced by full-time personnel in the corporate strategic management department. Enterprises have the flexibility to decide based on their size and the nature and probability of possible crises.

4. Develop a crisis management plan. Enterprises should develop a complete set of crisis management plans based on different types of crises that may occur, clarify how to prevent crises from breaking out, and make targeted responses immediately once a crisis breaks out. The crisis management plan drawn up in advance should include the company's multi-faceted entertainment plan. The plan should focus on the communication channels and solutions to the crisis.

(2) Carry out accurate crisis confirmation

Crisis management personnel must do a good job in daily information collection and classification management, and establish a crisis prevention and early warning mechanism.

Crisis management personnel should be good at capturing information before a crisis occurs. When signs of a crisis occur, they should confirm the type of crisis as soon as possible and do preliminary work for effective crisis control.

(3) Crisis aftermath work

Crisis aftermath work is mainly to eliminate the remaining problems and impacts after crisis handling. After the crisis occurs, the corporate image is affected, and the public will be very sensitive to the company, and a series of crisis aftermath management work will be required to restore the impact.

1. Conduct crisis summary and assessment. Conduct a comprehensive evaluation of the crisis management work, including evaluation of the organization and working procedures of the early warning system, crisis management plan, crisis decision-making and other aspects, and list in detail various problems existing in the crisis management work.

2. Rectify the problem. The outbreak of most crises is related to poor corporate management. Corrective measures are proposed through summary and evaluation, and relevant departments are instructed to implement them one by one to improve the content of crisis management.

3. Look for business opportunities. The crisis creates another environment for enterprises. Enterprise managers must be good at using crises to explore new ways of operating and carry out major reforms. In this way, crises may bring business opportunities to businesses.

In short, crisis is not the same as business failure. Crisis often breeds opportunities. Crisis management is an art and a long-term plan in corporate development strategy. While enterprises are constantly pursuing a series of innovations in technology, market, management and organizational systems, they should put crisis management innovation in an important position. The success or failure of an enterprise in crisis management can show its overall quality and comprehensive strength. Successful companies not only handle crises appropriately, but also turn crises into business opportunities.