How do public relations managers respond when public relations crises are discovered, 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;

3. Crisis events directly related to the core competence of enterprises.

It is an unshakable principle that when an enterprise has problems, it must apologize to the victims.

admit your mistake and apologize publicly at the first time. At this point, in the problem milk powder incident,

Sanlu Group, which was the first and most serious problem, seriously violated this principle.

On the evening of September 11th, the Ministry of Health pointed out that due to the recent cases of urinary calculi in infants,

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

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

knew about the incident long ago, but they did not take measures until it was exposed.

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

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

face the problem directly, admit and calm the problem, and consider making financial compensation.

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

Thirdly, something must be done to compensate the victims. This is very important.

Consumers are the foundation of the enterprise's survival. Whoever hurts them must be compensated.

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

is to try to save the company's reputation by advertising. Because advertising lacks credibility,

is not helpful to save consumers' feelings for enterprises;

In times of crisis, advertisements will only remind consumers of your problems, but will not change their minds.

I recommend you to read Wang Shengsheng's syllabus Crisis Public Relations and Media Response.