First: public opinion monitoring.
Professional organizations use technical means to monitor the massive information on the Internet, grasp the public opinion of enterprises and products themselves, competitors and industries, and make a preliminary analysis of their contents in view of negative voices.
Second: internal discussion.
Public opinion monitoring is more about data screening and preliminary analysis. It is necessary to regularly organize internal relevant personnel to discuss the public opinion report, characterize the negative voice and draw up a response plan.
Third, listen to the opinions of external opinion leaders.
Because the company's own personnel are inside the company, they may "don't know the true face of Lushan Mountain, only live in this mountain" and have blind spots, so we should pay attention to listening to the opinions of external opinion leaders. These opinion leaders include media in the medical field, leaders of industry associations, industry veterans, public relations experts and so on. Some of them put forward their own views on the public opinion of enterprises.
Fourth, do a good job in crisis planning.
Through the previous work, we have a relatively complete understanding of the public opinion of the enterprise. It is necessary to unite crisis public relations experts, formulate enterprise crisis plans, establish crisis management teams, give clear risk warnings and give suggestions.
Fifth, take precautions and solve some problems in a targeted manner.
The plan is only a systematic guidance, and the key is to act first and do the work well. For example, conduct necessary toxicology tests, clinical trials, standard labels and instructions; In addition, in view of the strong professional characteristics of drugs, it is also very important to carry out full science popularization, so that the media and consumers can master the necessary drug knowledge in a popular way and avoid misunderstanding due to lack of professional knowledge.
Sixth: the integration of important external resources.
In crisis public relations, it is not authoritative to speak only on one side of the enterprise, and all voices are needed. Enterprises should pay attention to the integration of important external resources around the public relations crisis, including third-party research institutions, monitoring institutions, government departments, core media, industry veterans and so on. It should be noted that by integrating resources, I don't mean pulling relationships, but that all parties concerned can make their own voices from their respective professions and functions to ensure that professional and rational voices are not drowned in the crisis. On the contrary, the relevant parties do not have their own professional positions, but only speak from the standpoint of the enterprise, which is counterproductive.
Further reading-crisis public relations planning book 1
I. Market analysis
According to the macro-environment of the market, understand consumers, understand the image of Mercedes-Benz in the market and the purchase demand points. Mercedes-Benz's brand image and core competitiveness will guide consumers to develop consumer demand and enhance corporate brand. Targeted market analysis.
(1) macro-environment analysis of enterprises
Excellent quality not only won many honors for Mercedes-Benz, but also won great recognition from customers. This year, in the second customer satisfaction survey conducted by the German Automobile Association, readers of the German Automobile Association magazine Motorcycle World rated Mercedes-Benz as second-class ("excellent"). This fully shows that consumers trust and love Mercedes-Benz. It can be predicted that Mercedes-Benz, which is favored by users, will continue to stand at the peak of luxury cars under the impetus of continuous innovation.
(2) competitor analysis
BMW: As a luxury car brand with the most outstanding sports performance and handling performance, BMW's market positioning is professionals who like to enjoy driving pleasure. It has been favored by this part of users. However, due to the high tariffs and high pricing of imported cars, owning a BMW has long been an unattainable dream of domestic car fans, and BMW has also become synonymous with luxury goods and a symbol of social status in China. In addition, BMW's brand characteristics are not suitable for official vehicles, so its users are narrowly understood as high-income people, even low-quality affluent classes. This understanding has gradually solidified, so that many high-quality professionals around us who like to pursue driving pleasure, even if they have economic strength, can't make up their minds to buy a BMW on the grounds of being too eye-catching. This not only affects the expansion of BMW's sales, but also directly leads to the impression that BMW lacks affinity.
(3) Analysis of the current situation of corporate public relations and consumer behavior.
For a time, the "robbery incident" caused an uproar in the country because of the car smashing incident. Complaints about Mercedes-Benz cars came from Beijing, Wuhan, Shanxi ... one after another, and then Mercedes-Benz company struggled to cope with quality complaints and overwhelming media pressure from all over the world.
According to the analysis of consumer behavior and market segmentation, Mercedes-Benz buyers have higher economic ability and certain social status. They are very sensitive to the problems of Mercedes-Benz, which has brought great group effect. These people play the role of social leaders. It should be handled with caution.
Second, the objectives of public relations activities
Recover losses, get rid of difficulties and eliminate bad images in customers' minds. Maintain the brand image of Mercedes-Benz high-end boutique, win the recognition of customers, and solve the complete satisfaction of Wuhan Forest Wildlife Park.
Third, the theme of public relations activities.
The theme of the event is: Mercedes-Benz, German quality.
Fourth, the goal of public relations activities.
Advanced consumer groups, governments, organizations.
Verb (abbreviation for verb) Time and place of public relations activities.
Venue: Beijing 4S flagship store.
Time: 65438+February 29th.
Six, public relations activities planning
Press conference: Invite major news portals. Clarify the incident, maintain the brand image of Mercedes-Benz, and issue a notice to the owners of the same model of Mercedes-Benz. In the end, Wuhan Forest Wildlife Park was partially compensated, and once again they all bought Mercedes-Benz cars at a reduced price of 290,000 yuan.
24 S shop test drive the same model and experience the extraordinary comfort experience of Mercedes-Benz. And guess the model at the event site and send the car for free maintenance and maintenance. Send auto-related auto products, collect essays on the theme of "Me and Mercedes-Benz", and win the first prize of 6,543,800 yuan to buy a car.
Invite the editor of professional automobile magazine to visit Mercedes-Benz automobile factory and publish relevant Mercedes-Benz soft articles.
Seven. Media publicity
Published in China Press and Publication, China Reading, Publishing Reference, Publishing Economy, Reference News, Beijing Reference, China Youth Daily and 2 1 Century Business Herald. Publish articles on Sina, Gadget and Tencent Portal.
Eight, process arrangement, material preparation
1, the activity lasts for one day.
2. Beijing 4S flagship store, starting at 9 am. The site is arranged on 28th 12.
3. On February 29th, 65438+ 12 started the driving experience, and there was a prize quiz on the spot.
4. At the same time, major portals publish details.
On February 30th, 5.65438, the editor of automobile magazine was organized to visit Mercedes-Benz Automobile Factory.
Nine. cost budgeting
project
group
fund
represent
portals
Network public relations team
X. effect evaluation
Through this crisis public relations, the brand image of Mercedes-Benz in the eyes of customers has been effectively restored, the experience distance between Mercedes-Benz and customers has been improved, and the brand image of Mercedes-Benz has been improved. Facing misunderstandings and unexpected events, Mercedes-Benz attaches importance to China, which embodies the demeanor of a big company. Received a good evaluation.
Planning book 2
1. Resume normal business:
1, improve internal:
In an extraordinary period, establish a public relations emergency team and quickly inform Carrefour in other cities in the province about the current situation in Hefei, collect information on boycotting Carrefour, actively collect favorable information such as government characterization and star support of public relations activities already carried out by the headquarters, and maintain daily communication with the headquarters.
2. External deployment
Extensive peripheral deployment, collection of boycott information, early warning system, and attention to competitors' actions to ensure price advantage.
3. Scope Alliance
Maintain alliances with companies such as KFC and McDonald's, which have been hit together, form alliances, form a certain sense of cooperation with Wal-Mart and Metro, and exert influence on the government together.
Step 4 open a shop selectively
Yuan Yi Store, which is far away from the school and relatively safe, Maanshan Store, which is relatively dangerous near the University of Technology, and Sanlitun Store, which is very dangerous around the university.
5. The government and authoritative departments will characterize the incident, organize protection and preventive measures, and conduct business with high profile and low profile.
Second, draw a clear line and eliminate the influence.
1. Choose media carefully.
In order not to become the target of public criticism, we must carefully choose the media, reiterate the company's statement in response to the circulating false reports, do not make excuses, discuss, make statements or come forward, and show our understanding of the public's emotional venting, fully respect media partners, strengthen future cooperation, and reduce advertising in the short term.
2. The higher the high, the lower the low.
Draw a high-profile line, unify the voice of mainstream media, draw a clear line with splitting the motherland and support the Olympic Games.
Low-key management, with the image of being injured and innocent, expressed understanding for the emotional catharsis of ordinary people in China, and the government appealed to ordinary people to exercise restraint and return to rationality.
Third, restore the image.
1, media softening strategy
The control of mainstream media is relatively simple. Grassroots media and emerging media (many of them are organizers of this event, the core purpose of which is to be famous and attract attention), such as online forums that have been neglected for a long time, contact them in a certain sense, cooperate in the future, and appropriately influence several mainstream online circles, which is equivalent to affecting the spread of this group of netizens.
2. China in the media image.
Affirm the positive achievements made by Carrefour in China by the third party (authoritative organization), highlight the shopping environment and price in line with the world, and emphasize the employment and convenience brought by Carrefour's location with the theme of Hefei's integration into Anhui.
3. People-friendly image
In view of rising prices, Carrefour tries its best to reduce procurement costs and help the urban vulnerable groups at the most favorable prices!
Fourth, dress up as a pig (victim) and eat a tiger (market share)
1, pig, cry for more milk.
As the government issued a statement, the French minister also stood up and expressed condolences, showing signs of easing. Carrefour, as the hardest hit area of this boycott, can win more government support and prepare for further expansion.
Taking this incident as an opportunity to assess product suppliers and ensure the stability of the supplier team, we can use this incident to ask suppliers to provide more manufacturer support.
2. Wu Song Beats the Tiger (promoted in May)
All China knows that 5 1 Carrefour wants to win people's hearts and do large-scale promotional activities. Once the unpatriotic label of shopping in Carrefour is removed, the pent-up consumption impulse will erupt violently.
5. The disaster in the East.
1. If the incident continues to expand, we can point the finger at the direct initiator of the incident and think that someone is manipulating the incident, focusing on the propaganda strategy of the public being used and fooled, and point the finger directly at the local supermarket chain of the beneficiary.
2. In the event, you can use the relationship platform to consciously shift the direction of struggle from Carrefour to other places, such as boycotting Wal-Mart and so on.
3, when the incident occurs, timely capture, such as adverse events, such as violence, can make full use of and expand, to achieve the purpose of inviting trouble from the East.
Six, the Jedi counterattack
1, news planning
"The price of vegetables has dropped-a new measure for supermarkets to benefit the people (compressing intermediate procurement links and lowering prices)"
Carrefour-it's not easy to say I love you (Carrefour incident analysis, it is determined that Carrefour played the role of wronged punching bag)
"The Olympic Games are coming-Carrefour holds a quality service month to welcome the Olympic Games"
Carrefour incident-who fooled who, who fell in love with whom? (Pointing at competitors and vested interests)
Rational Patriotism —— Being a Pragmatic China Man
Very patriotic Carrefour —— XX, Chairman of Carrefour Trade Union, talks about the ~ ~ incident.
2.5 1 promotion activities
3. Carrefour Olympic Welfare Plan
Case analysis of crisis public relations
In the Internet age of information explosion, the ability of crisis public relations is related to the reputation and operation of enterprises. How to deal with online and offline crises quickly and correctly is a great test for corporate public relations personnel. Crisis public relations is particularly important in the Internet age. What public relations personnel need to do is to deal with difficulties quickly with an extremely effective communication. Before communication, we need to quickly find and analyze the source of the crisis, collect information, analyze and classify, and make decisions.
Generally speaking, successful crisis public relations cases generally have the following characteristics:
1. Quick response: In the face of crisis, quick handling is more effective than procrastination. And be sincere and take the initiative to bear the corresponding responsibilities. Explaining will only make the crisis worse.
2. Publish public relations copy through various channels.
3. Interesting language attracts people's attention: Modern crisis public relations is not a bureaucratic release of official documents, and straightforward and tasteless sentences make people feel boring. Especially in the era of mobile internet, it is more necessary to consider the tastes of netizens.
4. Keep in shape and don't be arrogant.
5. Active, transparent and open, so that netizens and the public can see it.
What are the successful crisis public relations cases? The following is how 5. 1 1 Netease server crisis events perfectly satisfy users and further enhance users' attention to Netease products and user stickiness.
First, let's review the event together. At around May 1 1, 20 15, 2 1, many players found that Netease's game products were connected abnormally and could not log in normally. In addition to game products, users also found that several products, including Netease News Client, Netease Cloud Music, Yixin and Youyun Notes, could not connect to the server. What the hell is going on here? Hundreds of millions of users are full of doubts!
Subsequently, some netizens posted the rumor that Netease Building was on fire in Weibo (the motive is unknown for the time being), so the topic began to ferment in Weibo, and netizens began to search related news through Weibo, and many netizens searched related news through Baidu. Abuse and complaints on the internet began to show an upward trend.
How should Netease take over? Is it the same as the common crisis public relations, just make a statement? This is certainly not Netease's attitude!
From many events such as "Netease News Client VS New Weekly" and "Netease News Client VS Tencent News Client", I think many people have seen the wisdom of Netease Jun. He is a humble gentleman, a humorous and elegant literary youth, but a funny and naughty child. Who the hell is he? He is a changeable person.
Now it seems that the analysis of Netease's crisis public relations success lies in three points:
First: quick response
After the connection of Netease server failed, Netease users complained and rumors spread everywhere, but Netease official micro issued a statement at 2 1: 42, and the response time was 42 minutes, which was lower than 1 hour.
Original statement: Dear Netease users, on May 2065438 1 1 at 2 1 pm, due to the attack on the backbone network, some services of Netease temporarily failed to work normally, and technicians are repairing them. Please pay attention to the specific repair time and announce it later. Please forgive the inconvenience. The news about the fire in Netease Building is a rumor, and Netease reserves the right to pursue legal responsibility.
Time control in place. Maybe some friends will say, 42 minutes is too long, isn't it just clockwork Weibo? Why is it so difficult? But what needs to be understood is that crisis public relations should not only respond quickly, but also solve all users' doubts accurately, comprehensively and at one time. After the crisis, it will take some time to judge the source and orientation of public opinion through social media analysis, and find out the misunderstandings and doubts of current users. If you only pay attention to timeliness, you don't spend a certain amount of time making an accurate judgment on the current public opinion. Then it will lead to the statement that all the current problems cannot be solved cleanly, and the crisis still exists.
Second: Multi-channel diffusion
Thanks to Netease's multi-product strategy, Netease has a Weibo position in games, information, social interaction, entertainment, e-commerce, tools and other products, with over 100 million fans, all of which are its own voice channels. In addition, it is worth noting that each product is not alone, but has close communication and cooperation. The product line takes Netease news client as the core, and each product contributes to information dissemination. For example, Netease Huatian, Netease Cloud Music and other products are consistent with the information export of Netease News Client, while Netease Cloud Reading is forwarding and spreading. Of course, the information with complete 100% consistency is inevitably a bit monotonous. Netease koala is unique and publishes the following information.
Original text of Netease koala announcement: Dear Netease koala buyer, at 2 1 p.m.1p.m. on May 26th, 2065438, due to alien attacks, the koala website and app were temporarily unable to log in, and The Avengers has been dispatched. Please pay attention to the specific repair time and announce it later. Please forgive the inconvenience.
Netease Cloud Music interacts with its interest: Why don't your announcements follow the routine? ! This scene was very interesting and caused a lot of laughter.
Third: the interesting spread of Duan Zishou.
Everyone must have seen Duan Zishou's teasing, and I don't know if I agree with him. This is the most brilliant place in this public relations.
Let's give our lives to feel that when a user logs in various products through Netease's server every day, it has become a living habit, and suddenly one day he can't log in, how will he feel? I believe it is a kind of anxiety, incomprehension and nervousness. The funny expression of Duan Zi's players has well distracted the attention of Netease's server being attacked. From "Netease was hacked out" to "Netease was entertained", this completely triggered different effects. If Netease only has the identity of a victim who has been attacked and hacked, it will hardly arouse the solidarity of ordinary fans. On the contrary, it will cause some users to question Netease's technical ability and even swear angrily, eventually forming a herd effect. Through another identity of Duanzi Entertainment, it can effectively distract attention and even stimulate the imagination and creativity of netizens, forming national entertainment.
In short, people will be more willing to remember interesting things and make them feel happy rather than miserable.
Let's enjoy Duan shou's creation again:
@sky-le-lu: What the hell was the server in Du Jie, Ding Sanshi, swept away by a tornado? Ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha.
@ Li Tiegen: Urgent Report: On May 1 day, 2065438, the well-known boss Godzilla attacked Netease Building, resulting in the complete disconnection of Netease games. According to sources, Godzilla once roared before firing: "I am so cute, why don't you give me a dream!" " I am not satisfied! "Look very angry.
@ Gossip _ I'm really CJ: May, 2065438 1 1 day, our reporter broadcasted the attack scene of Netease Building. Netease games were completely disconnected because of Godzilla's invasion. I saw Godzilla spewing an angry flame in Netease Building: "The one I married in Netease Games died for me! Give me my balls back! "
So why did you choose Duan Zi to do these things?
For Netease Games, a very important business of Netease, the online game service revenue of Netease in the fourth quarter of 20 14 was RMB 2.863 billion, with an average daily income of 3119600 and an average hourly income of 129600. Friends who like to play online games will know very well that night is the peak time for game users to surf the Internet. This power outage is not only the direct loss of Netease's own income 1000 million, but also affects the virtual income of a large number of gamers. If it is not handled properly, it will lead to strong complaints and even claims from users. Duan Zishou has huge fans, high activity and strong information penetration on social media. Through entertaining expression, they turned a disastrous event into a national entertainment, which helped to eliminate the negative emotions of users and players. This not only saved the brand, but also avoided being sued by class action, causing further economic losses.
Of course, in addition, Netease has other supplementary actions. For example, at 2: 3 a.m. the next day1after the server was restored, Netease immediately released the recovery message and expressed its apologies to the users.
Original announcement: After emergency repair by the team of engineers, the Netease news client is now full of blood and can be refreshed at any time. We apologize for the inconvenience caused by this fault! Difficulties also spur us to redouble our efforts! Thank you for your patience and support!
In a word, I think this is a crisis communication case with good attitude, speed and scale. I have observed and judged the trend of public opinion very clearly, and communicated very effectively, and solved the problem cleanly. Whether it is core strategy formulation, content planning, and diffusion methods, it is worth learning.