Why is crisis public relations also a kind of sharing?

Facing the crisis of online public relations, enterprises can establish a platform for equal communication between enterprises and the public, and talk with sincerity. The enterprise reply based on equality and sincerity will be an effective way to solve the crisis. In China, most of the network public relations crises were not violent at the beginning, but the ambiguous attitude and opaque information of enterprises made the public more resistant and suspicious.

On July 24th, 21, Mr. Kai-fu Lee, the former global vice president of Google and the president of China, and now the chairman and CEO of innovation works, posted such a message on his Sina Weibo:

Today, I learned the "service" of China Southern Airlines:

(1) Passengers asked why they were delayed, and answered "Everyone knows about the typhoon" (I don't believe any passengers knew about it, and got off. Later, under the questioning of the passengers, I found one, and when I handed it to the passengers, I didn't forget to add a sentence "Better attitude next time".

Figure 1-6-1: Kai-fu Lee's comments on China Southern Airlines on Weibo

Kai-fu Lee has more than 1.4 million Weibo fans on Sina Weibo, so this Weibo was transformed for 2,33 times, followed by more than 1,3 comments. It is worth noting that China Southern responded in a timely manner, but chose the wrong way. China Southern did not reply to Weibo of Kai-fu Lee on the Internet or send him an email to explain, but expressed its apology by finding Kai-fu Lee's private secretary: it is hard not to doubt that China Southern apologized and responded so actively because of Kai-fu Lee's status.

Kai-fu Lee was obviously so skeptical. Later, he expressed his apology to China Southern Airlines through Weibo:

"China Southern Airlines found my secretary and apologized. Our answer:

(1) These words are not addressed to me, so don't apologize to me, just improve the service quality in the future.

(2) These questions come from digital flight attendants and stewardesses, so they may not be personal. It is recommended to pay more attention to service awareness when recruiting and training. (3) I have never encountered such service before flying first class. It is recommended to treat all passengers equally and not discriminate against us flying economy class. "

Kai-fu Lee responded positively at Weibo and publicly questioned China Southern's "service quality" and "discrimination and differential treatment". This latest accusation is obviously greater in degree and intensity than the last one: the last one was just the dissatisfaction of China Southern's service, and this time it expressed doubts about China Southern's "company products". However, China Southern made another wrong move in the face of Mr. Kai-fu Lee's public questioning: China Southern still failed to respond publicly, which made it encounter a time.

A considerable number of netizens said that they had a bad opinion of China Southern Airlines after learning about this incident.

If China Southern Airlines can apologize to Kai-Fu Lee and all the passengers on the same flight through public channels as soon as possible in the Weibo incident of Kai-Fu Lee, and explain and respond to this incident through an open platform, we can imagine how many people will agree with and like China Southern Airlines' actions: China Southern Airlines failed to grasp this opportunity to improve its service image, and Kai-Fu Lee's popularity and attention could have helped China Southern Airlines to play a live advertisement of "excellent service attitude and sincere attention to customer opinions".

When facing the crisis of online public relations, enterprises should first establish an online platform for equal communication. Secondly, the policies for different related groups should be different.

● For employees of enterprises

When a public relations crisis occurs, enterprises should inform employees of the truth in time, and don't be afraid to admit it just because it is their own fault. You know, at this time, employees and enterprises are on the same front, and only with the support of the other side can we work together to overcome difficulties.

● apologize to the victims

at the first time, and don't get tired of customers' opinions and complaints. Compensation can also be given appropriately.

don't hold the other party's responsibilities too much, which will give people the feeling that the enterprise is evading its responsibilities, and should be brave enough to take responsibility.

explain the incident to the customer patiently, and don't irritate the other party and arouse their disgust.

● Avoiding the media

is not the way, but honesty is the best way. The more you cover it up, the more it will arouse the interest of the media. Once it is reported, it will leave a deep imprint on the hearts of the public.

before releasing news to the media, the internal staff of the company should speak with one voice, one is to avoid making mistakes, and the other is to show the importance of the enterprise to the event. When everyone tells a thing in the same way and words, the authenticity of the event will be added.

Be cautious, earnest and sincere when answering reporters' questions, so that media reports can become strong public support. When necessary, the relevant departments should be invited to be witnesses for themselves.

● for the internet public

it is necessary to establish a final and unified method to appease the public. Timely release the response information, and send out the voice of the enterprise on the platform where the internet public gathers, especially on the platform where the crisis breaks out, so as to ensure that the voice and attitude of the enterprise can be seen at the first time, and to ensure that it is timely, sincere and in place.

For the Internet public relations crisis, we should not only take the initiative to avoid it, but also be good at taking the initiative to share it with the public, instead of hiding it, otherwise the situation will only get worse.