Between the rollover?What should brand crisis public relations do?

Recently, Zhang Xiaoquan's kitchen knife patted garlic and cutting knife caused heated discussion among netizens. Zhang Xiaoquan's customer service said that the kitchen knife could not shoot garlic, and his competitors Wang Mazi and others lived a live kitchen knife to shoot garlic, which pushed the heat to the maximum.

△ Picture source Weibo

Later, netizens picked out that the general manager of Zhang Xiaoquan once said that the Chinese people were wrong. At this point, Zhang Xiaoquan's kitchen knife was trapped in the storm of public opinion.

So, is Zhang Xiaoquan a kitchen knife really injustice? The editor believes that Zhang Xiaoquan is not wronged in this crisis, and the fermentation of public opinion is more because of the inappropriate crisis public relations.

01

Brand Public Relations:

Eight Immortals cross the sea, each showing magical powers

#Tencent's fresh graduates are angry because of overtime issues#

On January 25, 2022, a fresh graduate employee in Tencent was angry with the management of high -intensity overtime due to the "rushing version". Subsequently, the person in charge of Tencent responded to seriously reflection and rectified as soon as possible.

△ Picture source@

This incident involved a number of social sensitive topics such as Internet factories, overtime, and rectification in the workplace, and quickly searched on fire after spreading in a small area. Tencent's attitude towards this matter is as stable as ever, first respond to guilt, soothe employees' emotions and propose corresponding solutions. On February 18, WeChat opened the 1065 work system, which was also an explanation of this incident.

△ Picture source Weibo

Tencent's public relations response was rapid and sincere, and the final result also reached expectations: there are fewer negative public opinion directly on Tencent, and more public opinion tends to "admire the Warriors" and reflect on the work system of the entire Internet industry.

△ Figure source conscious

#Audi Xiaoman Advertising Plagiarism#

On May 21, 2022, Audi's advertising film "Little Man" was accused of plagiarism. The next morning, Audi deleted the advertisement and published an apology, explaining the original committee.

△ Event vein map source Weibo

Audi responded in a timely manner, and asked the public to apologize quickly and sincerely. Although advertising plagiarism is a negative event, Audi has been forgiven by netizens, and there is no public opinion "one side" to scold Audi.

02

It's not you want to turn over the market

If you want to turn it, you can turn it over

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On February 13, 2022, Chongqing Yixing Barc drove the box lunch at the door to cause great discussion on the Internet. Although Starbucks responded to apology within 48 hours, netizens did not buy it, and many netizens said that they would no longer buy Starbucks and even resist Starbucks.

△ From November 2021 to February 2022, the public's emotional tendency changes in Starbucks.

Why does Starbucks fail to fail even if they quickly respond? The reason is the dishonesty. From 2020 to this outbreak, Starbucks has appeared many public relations crisis. Starbucks' response often apologized, but it has not improved after the incident. The so -called "response" is more like a process.

#Pungeable copy rollover#

On March 13, 2022, Procter & Gamble released the public account tweet "Women's feet odor is 5 times that of men. I don't believe it now!" "The netizens questioned the insulting women. With the fermentation of the incident, Procter & Gamble apologized on the 24th.

The fermentation time for this incident was relatively long, but Procter & Gamble still responded slowly. It was not until March 24th, and the relevant network public opinion reached the peak of Procter & Gamble. The apology statement did not satisfy the public. Many netizens said that "perfunctory" and "think that delete can be deleted?" Many people said that they would "avoid lightning."

△ Procter & Gamble Apologies Weibo Review Area Map Yuan Weibo

03

A little thinking about brand public relations in the new media era

There are many examples of such examples whether they are "turning" or "turning". With the advent of the new media era, the way of spreading information and communication channels have changed dramatically, which has also caused a great impact on the traditional public relations model. In a complex business environment, the brand may face the public relations crisis at any time. The time of the crisis incident is uncertain and there is no sign of signs. Bring greater uncertainty. For brands, "public relations" cannot be replaced.

So how should brands be correct in the new media era?

The first is to respond in time. The current brand's crisis public relations facing the threat of information dissemination and the initiative of information. Once the brand has negative events, its fermentation speed will increase index. The traditional 72 -hour theory has been unable to adapt to the current Internet environment, and the "golden period" left to the brand's crisis public relations is often less than 24 hours. If the brand cannot respond to the public within 24 hours, the brand's subsequent public relations effect will be greatly reduced.

Second, brand response must be sincere and take the initiative to be responsible. In the new media era, brands no longer have the initiative of information. If the brand is not sincere enough, trying to avoid responsibility as much as possible, it will definitely cause the public's resentment, and it is prone to the situation of "one side" of public opinion.

Third, find public demands. When the brand is conducting public relations, I often like to stand on their own positions to see problems, so that they cannot find the public's interests and cannot face the core of the problem. Therefore, the phenomenon of "brand response but no response" often appears, and the ideal public relations effect cannot be achieved.

Finally, self -ridiculous public relations are easier to seize the hearts of the young people of generations. Many brands are now pursuing youth, and the brand's public relations also need to be younger. The public relations response such as Tencent's "teasing goose" and the popularity of the boss's boss have achieved unexpected results. It is easier for young people to communicate with young people than stereotypes that are more likely to "capture" users. Here we return to the Zhang Xiaoquan incident, and we can find that its crisis public relations are almost a lot of holes.

On the afternoon of July 13th, Zhang Xiaoquan kitchen knife patted the related topic of garlic knife and rushed on the hot search. It was not until the evening of July 15 that Zhang Xiaoquan issued a statement that the best public relations timing had been missed.

At the same time, Zhang Xiaoquan was anxious to clarify the responsibility of the brand in this incident. The customer service responded to the kitchen knife and could not shoot garlic. Each statement was looking for reasons for the cutting knife incident. Naturally, you will not pay for the brand's sincerity.

△ Picture source@网 Weibo

On the other hand, the public is not unable to understand that the hardness of the kitchen knife is easy to break, and it is not necessary to grab a knife. In this incident, the public's core appeal lies in the attitude of the brand. I hope Zhang Xiaoquan will give a practical solution, but it is clear that Zhang Xiaoquan does not realize this.

04

Summary of this issue

Is brand public relations a metaphysics? Not really. Sometimes the public relations need a little luck, but most of the time, as long as the brand responds to the public's question in time, face the public concerns, and the attitude is sincere. Most of the public can still understand the brand's mistakes.

In the new media era, brand public relations opportunities coexist with challenges, and the brand's public relations may be related to the brand's life and death. How to make good use of the new media to make efficient and reasonable public relations reactions that have become a proposition that the brand must think. Only when the brand faces the pain points of public relations, it can convert crisis into opportunities by strengthening the construction of brand public relations capabilities.

Manuscript source: brand Hunan Plan public account

Editor in this issue: Liang Tingting

Part of graphic: China Zhiwang, Zhiwei Watch Public Opinions, Weibo, Hongpin Observation, Sina News

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