[China Glass Network] is very simple, he let others tell the story, but not fast and powerful counterattack. Regardless of whether such accusations are not standing, the articles written by journalists have an impact on readers. When Obama elected the president, the stupid arguments about the "birth certificate" were not spread. As the saying goes, nature does not allow vacuum. Whether you like it or not, the story will always be written. Those widely distributed versions are better than your own version. In this era of being fully armed with timely communication tools and social media, public relations and crisis management are compulsory courses for all companies and institutions. Public relations events that are being performed almost every day on the land of China can be used as learning cases, but most of them are negative textbooks.
1. If you don’t make things clear, someone will help you make it clear.
This article is the golden rule of public relations. Such examples in politics are not uncommon, and John Kerry, who has fought for the presidency with Bush, has made such mistakes. In the 2004 presidential election, he was accused of falsifying information in the Vietnam War service, and his opponent, George W. Bush, did not go to the battlefield. How could such a debate be lost?
2. Understand how much the current situation will affect your customers.
The well-known enterprise management training expert Ping Fan teacher thought and should correct it immediately. Don't expect the problem to disappear, and the value of the brand will not be restored. If you feel that the story told by reporters or competitors is not the version you are willing to do, then you need to correct it and keep a defensive stance. How to correct? To win the audience on a substantive issue, rather than attacking others, the gesture of attack will make you look like a small family.
3. Don't cover up bad news
If the situation is already very bad, don't try to cover up the facts. Covering up often makes things worse. The "Watergate Incident" is a good example. Looking back at the various "door incidents" rules at home and abroad have also been tried and tested. If you are hacked and the customer's password is stolen, it is up to the customer to be notified. Maybe doing this will make the situation look bad, but imagine how serious it would be if the customer didn't know the truth after 30 days and missed the better time to take the reset password and cancel the credit card.
4. Don't blame the media
Inexperienced entrepreneurs are more inclined to respond to media attacks. To say that someone doesn't like you, is not a fact, misunderstanding or prejudice is a very simple way of handling, of course, in some cases is also a fact. But our task is to reverse the situation, not to shoot at the media. Good crisis public relations should work hard to establish deeper relationships with the media, conduct some private conversations to change their views, and find other media outlets to describe the story of your version. Be aware of where your positive opinion points are, not to argue with the media. It was a war that won't win.
5. Communicate "key information"
Controversy is not really important, but if you have to make a controversial view of your industry, be careful to relate it to a perception you want to change, to be relevant to the market you care about, or waste it through the media. A great opportunity to get an effective exposure.
6. Don’t be enemies
There is no doubt that if this is serious enough to hurt the company's attack, you must respond. Some attacks are very stupid, but you should also pay attention to occupying the highlands when you respond. It is actually pulling yourself to the same level as your opponent (the opponent will use a lot of experience to defeat you).
7. Develop reliable instructors
In particular, startups need good tutors to guide each other, whether it is recruiting, financing, or business development and sales. Naturally, you also need to have experienced friends with the media. It is better to have a good relationship with the reporters. If your media experience is not enough, these instructors will provide you with priceless help.
8. Contact the media as soon as possible
Most startups only communicate with the media when they want to promote. But it is too late to do so. It sounds a bit counterintuitive. Isn't it time to talk to the media when you are ready to say something? In fact, you should establish a good relationship with the reporter before breaking the news. You can give them support in other reports, understand where they are interested in learning, and understand their careers and people. Knowing reporters is like knowing VC, the sooner the better.
9. Received media training
There are not many people who perform well in front of the camera, and many people are afraid of dying. At this time, media training can help you become an effective communicator. Be clear about how to control the topic to the information you want to convey, know where your argument is, know what the motivation of the reporter is, and so on. These are all effective media training.
10. Have a public relations strategy
There should be some public relations personnel working for the company, either internal or external. The existence of public relations is justified and is still a very important business function. Good public relations can help you to make a difference, and add to the icing on the cake; bad public relations can make you struggling, difficult to move, financing, recruitment, business development and sales will have problems. In the CEO's transaction time allocation table, public relations should account for 5% to 10% of the time. This is the case every year. Public relations is a continuous job, not a temporary one.
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