How to deal with and guide the negative public opinion?

In the past few years, when negative public opinion occurred, enterprises could take the initiative in public psychology or communication channels. However, with the exposure of various negative marketing activities, the public's understanding of negative news is always labeled as "planning". Therefore, in the complex public opinion environment, the public-private relationship of enterprises should remain open and find suitable solutions to save the situation. So, how can enterprises effectively deal with negative public opinion?

1. Process articles or hide articles.

There were two ways to deal with negative public opinion in the past. The first is to deal with articles, mainly dealing with Google and Baidu. However, with the arrival of the new media world, it is becoming more and more difficult to delete articles because of the fast network communication, many channels and wide scope. The state clearly stipulates that it is not allowed to delete negative articles at this stage, so it is more and more difficult to delete them, and it is generally not recommended to delete them. The second is to suppress and push negative public opinion to the second or third level. For some network public opinion crises obviously caused by false information, enterprises need to communicate with new network media in time to prevent the spread of false information and eliminate its influence.

2. Apology, clarification, statement and lawyer's letter

For some people's malicious negative attacks, if there is no obvious false information, it is difficult to withdraw or delete the manuscript. Then, according to the harm that negative public opinion may bring to enterprises, it is clear whether to take comprehensive evaluation, statement, lawyer's letter, positive information suppression and other ways to deal with crisis public opinion.

Fast Twitter believes that in the fermentation process of public opinion crisis, netizens pay more attention to their "emotions" and "attitudes" of enterprises, which will directly affect the direction of the event. Enterprises need to understand the emotional trend of netizens in the crisis of public opinion and solve problems with a sincere and responsible attitude in order to gain public understanding.

3. Make rational use of mainstream media and social media to guide the development of public opinion at any time.

After the occurrence of negative public opinion, the longer the enterprise itself is silent, the faster the negative public opinion spreads. Therefore, the truth needs to be released immediately through social media. Fast Twitter believes that only by quickly finding interest groups related to the incident can we win the communication and trust of important third-party contact points and effectively control the spread of the crisis again.

Regarding the handling of opinion leaders on social media platforms, XunTwitter believes that it is necessary to first understand what their purpose is, whether it is to expand justice, attract attention, or drive for profit. If you want to get their attention, talk to them, give them exclusive information, satisfy their mood of getting new information, and ensure that you are not in a passive position. However, if the information is first exposed through the mainstream media, the corporate public relations team can find the media source of the information release under the premise of full preparation, share the first-hand information with the media, and let the media re-recognize the essence of the matter and correct the information in time. This will make positive reports more convincing.

Crisis public relations is actually a psychological game between enterprises and the public. Xuntuike believes that only by understanding human nature can the corporate public relations team decompose the stakeholders one by one. On the one hand, it is a loud opinion leader, on the other hand, it is a mass with a large share of herd mentality, and on the other hand, it is a person who neither speaks nor leads outside the organization. Opinion leaders are the most important, because their opinions can often influence the direction of the whole public opinion. Only when the emotional flame of these opinion leaders is completely extinguished will those who drift with the tide choose to forget.

Many public relations experts say that crises can often survive. When things don't have that big impact, don't deal with them casually, just make things public. Therefore, proper silence will accelerate the public's forgetting.

But sometimes your silence will make things more chaotic and lead to the inevitable spread of rumors. At this point, the corporate public relations team needs to judge the size of the rumor. If the scope is not large, it can be ignored. If it reaches a certain level, it is necessary to expose the truth openly and transparently, find out the source of rumors and deal with them, and grasp the negative emotions of public opinion. Through various means, let the vast majority of people believe the views conveyed by the enterprise and let the public get emotional on the spot.

In recent years, with the rise of the Internet and the increasing competition in the enterprise market, crisis public relations of domestic and foreign enterprises frequently appear, and there are countless cases in which enterprises decline and prosper due to the crisis. Facing the crisis, enterprises should respond correctly as soon as possible and organize self-help; At the same time, we should also seek the support of professional crisis public relations institutions in the fastest time, so that Xuntuike can serve you sincerely, solve the network infringement problem quickly and effectively, make the network maintenance reasonable and legal, and let your enterprise make great strides in the industry.