How do public relations managers deal with public relations crises, such as Mengniu Yulin incident?

Crisis events are divided into three categories:

1. Crisis events that do not involve core competence;

Second, the problem of enterprise customer service;

Three, the crisis is directly related to the core competitiveness of enterprises.

It is an unshakable principle that enterprises should apologize to the victims when they have problems.

Admit your mistake and apologize publicly at the first time. So far, in the problem milk powder incident,

Sanlu Group, which had the earliest and most serious problems, seriously violated this principle.

On the evening of September 1 1, the Ministry of Health pointed out that due to the recent cases of urinary calculi in infants and young children,

It is highly suspected that Sanlu brand infant formula milk powder produced by Shijiazhuang Sanlu Group Co., Ltd. is contaminated by melamine.

Although Sanlu Group issued a product recall statement that night, in fact Sanlu and some media

I knew about it a long time ago, but I didn't take measures until it was exposed.

This will make the public more angry, and this anger may even lead to the demise of the brand.

Secondly, the attitude of apology must be correct. When admitting mistakes, try not to show too much self-protection and shirk responsibility.

Face up to the problem, admit and calm down, and consider financial compensation.

Admit your mistake frankly and never shirk it, but Yili made a stupid mistake.

Thirdly, measures must be taken to compensate the victims. This is very important.

Consumers are the foundation for the survival of enterprises, and whoever hurts them will be compensated.

Finally, don't advertise until the crisis subsides. For an enterprise, the stupidest mistake.

Trying to save the company's reputation by advertising. Because advertisements lack credibility,

It does not help to save consumers' feelings for the enterprise;

Advertising during the crisis will only remind consumers of your problems, but will not change their minds.

I recommend you to read "Curriculum Outline Crisis Public Relations and Media Response" by Wang Shengsheng.