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class="spanimg1">作者:½{±æžœèµ„讯 </span> <span class="spanimg2">来源åQ?a href="#" title="未知" target="_blank">未知</a></span> <span class="spanimg3">2019-07-23 00:00</span> <span class="spanimg4"><a href="#cm">我要评论</a>(<i><a href="#SOHUCS" id="changyan_count_unit"></a> <script type="text/javascript" src="http://assets.changyan.sohu.com/upload/plugins/plugins.count.js"></script></i>)</span> </p> </div> <div> <div class="say"><p>「品牌公兛_±æœºã€å½“前中国很多企业危æœÞZº‹ä»‰™¢‘发,公关工作的不åˆîC½¾l™ä¼ä¸šé€ æˆäº†æžå¤§æŸå¤±ã€‚通过对一些案例的反æ€?.....</p></div> </div> </div> <div class="article-content fontSizeSmall BSHARE_POP"> <div><p style="align:center;width:400px;"><img src="/uploads/allimg/190723/16110645V-0.jpg"></p></div>「品牌公兛_±æœºã€å½“前中国很多企业危æœÞZº‹ä»‰™¢‘发,公关工作的不åˆîC½¾l™ä¼ä¸šé€ æˆäº†æžå¤§æŸå¤±ã€‚通过对一些案例的反思,本文提出了应对危机的公关½{–ç•¥ã€?013òq?æœ?日新西兰政府通报åQšæ’天然乛_“å…¬å¸2012òq?月生产的‹¹“羃ä¹Ïx¸…蛋白¾_‰è¢«‹‚€å‡ºå«æœ‰è‚‰æ¯’杆菌。在中国销售的娃哈哈、可口可乐、多¾ŸŽæ»‹æ¶‰å«Œä½¿ç”¨äº†ç›¸å…Ïx‰¹‹Æ¡çš„蛋白¾_‰åŠ å·¥ç”Ÿäº§äº†ä¼‘闲饮料和婴儿奶¾_‰ï¼Œä¸€æ—‰™—´äººå¿ƒæƒ¶æƒ¶ã€?æœ?8日,新西兰初¾U§äñ”业部发布声明åQšæœ€¾lˆæ£€‹¹‹ç¡®è®¤ï¼Œæ’天然原通报çš?æ‰ÒŽ¬¡ä¹Ïx¸…蛋白¾_‰ä¸­çš„细菌实为普通äñ”芽胞梭状芽胞杆菌åQŒè€Œéžé«˜è‡´ç—…性的肉毒杆菌。污染事件乃虚惊一场。此‹Æ¡æ–°è¥¿å…°æ’天然公司危机公关的专业和快速给中国企业上了很好的一课。近几年来,随着中国¾læµŽçš„快速发展,企业在经营运作过½E‹ä¸­å±æœºäº‹äšg频发åQ?从三鹿奶¾_‰ä¸­çš„三聚氰胺到家乐¼›è¶…市的ä»äh ¼‹Æø™¯ˆåQŒä»¥åŠåŒæ±‡ç˜¦è‚‰ç²¾ã€è“æœˆäº®å¢žç™½å‰‚ç­‰åQŒå¾ˆå¤šçš„危机事äšg¾~ÞZ¹åƒæ’天然那样专业快速的处理åQŒç»™ä¼ä¸šå¸¦äº†æžå¤§çš„损失。知名品牌冠生园的破¼„Žä¹‹è·¯å°±æ˜¯ä¸€ä¸ªå¾ˆé²œæ´»çš„案例ã€?001òq?月央视记者通过暗访揭露南京冠生园用陈旧馅料做月é¥û|¼Œäº‹äšg曝光后,引è“v了消费者极大不满,各种指责和批评在媒体的推动下铺天盖地的涌向企业。而对产品危机åQŒä½œä¸ÞZ¸€å‘拥有良好品牌åŞ象的老字号企业,南京冠生园的做法却让人大跌眼镜:既没有坦率的承认错误åQŒå›žæ”¶å·²é”€å”®æœˆé¥û|¼Œèµ”偿消费者;也没有努力与媒体和消费者进行积极的沟通,把危机扼杀在摇½‹®é‡Œã€‚反而公开宣称央视的报道是歪曲事实åQŒæ˜¯åŒè¡Œè¯½è°¤åQŒæžåŠ›å¼€è„Þp‡ªíw«çš„è´£ä“QåQ›ä¸€æ—‰™—´æ‹›è‡´åª’体和消费者更加严厉的指责åQŒåŒè¡Œä¼ä¸šçš„批评åQŒç»é”€å•†çš„退货等åQŒäº‹æ€æ€¥å‰§æ¶åŒ–åQŒæœ€¾lˆå¯¼è‡´å† ç”Ÿå›­è‘¬èín商æ“v。由此可见危机公关作ä¸ÞZ¼ä¸šä¸Žå…¬ä¼—关系的一¿UçŠ¶æ€ï¼Œåœ¨ä¼ä¸šç»è¥ç®¡ç†è¿‡½E‹ä¸­å…ähœ‰ä¸¾èƒö轻重的作用。而中国的企业在面对危机时的确˜q˜å­˜åœ¨ç€å¾ˆå¤šå…¬å…³å±‚面的不­‘›_’Œè¯¯åŒºã€‚企业领å¯ÆD€…危机公å…Ïx„è¯†è–„弱。中国很多的企业¾lè¥è€…还是过于看重企业的资源½Ž¡ç†ã€ç”Ÿäº§ç®¡ç†ã€èƒ¦åŠ¡ç®¡ç†ç­‰åQ?ldquo;好三òqß_¼Œåä¸‰òqß_¼Œ¾~ç¼è¡¥è¡¥åˆä¸‰òq?rdquo;åQŒå±æœºå…¬å…Ïx„è¯†æÙE薄,ž®±åƒæ¸©æ°´ä¸­çš„青蛙åQŒæ„Ÿå—不到水温的逐渐升高åQŒæœ€¾lˆéš¾é€ƒåŽ„˜qã€‚心存äÇoòq¸ï¼Œéšçž’事实。当有类似或相关的企业发生危æœÞZº‹ä»¶æ—¶åQŒä¸æ˜¯ç§¯æžå¸å–经验,防微杜渐åQŒè€Œæ˜¯äº‹ä¸å…›_·±é«˜é«˜æŒ‚è“våQŒç”šè‡Ïx˜¯éš”岸观火åQŒç›´åˆ°æ®ƒåŠæ± é±¼æ—¶æ‰æ‚”之晚矣。另å¤?ldquo;家丑不可外扬”的观念在中国很多的企业经营者头脑中æ ÒŽ·±è’‚固åQŒå› æ­¤ä¸€æ—¦å‡ºçŽ°å±æœÞZº‹ä»Óž¼Œä»–们的第一反应往往是藏着掖着捂着åQŒåŠ›å›‘Ö¤§äº‹åŒ–ž®å°äº‹åŒ–了,在这¿Uç†å¿ëŠš„引导下企业只会被危机伤害的更深,甚至¾l™ä¼ä¸šå¸¦æ¥è¯šä¿¡å±æœºã€?004òq´è¥¿å®‰æ¨‹‚®å…¬å¸ç”Ÿäº§çš„阿司咪唑片(息斯敏)被爆会引起心血½Ž¡æ–¹é¢çš„副作用,甚至传闻有äh因服用息斯敏而死亡,对公司的各种质疑¾U¯‚‡³æ²“来。而西安杨‹‚®å…¬å¸æ²¡æœ‰ç§¯æžåŽ»åº”对˜q™åœºå±æœºåQŒæ²¡æœ‰è¡¨½Cø™¦æ”¶å›žå…¶å…¨éƒ¨äñ”品,òq¶å¯¹å¤–界宣称不愿对该产品的毒副作用做更多的解释。如此散漫的态度˜q›ä¸€æ­¥æ¶åŒ–了公司和媒体及公众的关¾p»ï¼Œå¯ÆD‡´å…¬å¸éšåŽçš„一¾pÕdˆ—损失。反应迟钝,处理无序。危æœÞZº‹ä»¶ä¸€æ—¦å‘生会立即成äؓ½C¾ä¼šèˆ†è®ºçš„关注焦点,在各¿Uåª’体的推动下,极短的时间里事äšg的细枝末节都会äؓ世äh所知。大多数中国企业没有完善的危机预警机åˆÓž¼Œäº‹äšg发生后往往会自乱阵脚,错过危机处理的最ä½Ïx—¶æœºï¼Œåœ¨åª’体的狂蘪滥炸下有的企业甚臛_‡ºçŽîCº’相推è„Þp´£ä»»ï¼Œè‡ªç›¸çŸ›ç›¾çš„内耗。失败的危机公关只会使公众ä“á失对¾l„织的信任,¾l™ä¼ä¸šå¸¦æ¥ä¸å¯æŒ½å›žçš„损失。危æœÞZº‹ä»¶æ—¢ç„¶æ˜¯ä¼ä¸šåœ¨å‘展过½E‹ä¸­ä¸èƒ½å®Œå…¨é¿å…çš„,那么危机发生后如何处理就是企业应具备的基本功了。危机公关的成功与否关键在于面对危机是否有一套系¾lŸåŒ–的处理方法,而这也正是中国企业需要认真思考的一个问题。危机公兛_º”采取以下的策略:直面危机åQŒå‹‡äºŽæ‹…当。中国企业要æ”ÒŽŽ‰ä¸æ„¿è¯´ã€é®æŽ©é—®é¢˜çš„毛病。危æœÞZº‹ä»¶å‘生后åQŒä¼ä¸šè¦¿U¯æžå¤„理åQŒä¸»åŠ¨ç›´é¢å±æœºï¼Œæ‰¿æ‹…赯‚‡ªå·±åº”è´Ÿçš„è´£ä“QåQŒé…åˆç›¸å…Ïx¶‰äº‹éƒ¨é—¨å’Œäººå‘˜å¯ÀL±‚最佳的解决途径ã€?005òq´è‚¯å¾·åŸºå›?ldquo;苏丹¾U?rdquo;事äšg营业额直¾U¿ä¸‹æ»‘,但肯德基面对危机åQŒå±•å¼€äº†å£°æ˜Žã€é“歉、下架、销毁等一¾pÕdˆ—举措åQŒå¾—åˆîCº†æ¶ˆè´¹è€…的极大认可åQŒè‚¯å¾·åŸºä¹Ÿæ­£æ˜¯å€ŸåŠ©äºŽæ­¤æ‰å¾—以迅速扭转被动的局面。及时处理,­a€è¡Œä¸€è‡´ã€‚危机发生后企业要以最快的速度成立专门的处理小¾l„调事情原因åQŒå®‰æŠšå—完™€…,ž®½é‡¾~©å°äº‹æ•…的媄响。在面对媒体åQŒé¢å¯¹å…¬ä¼—时企业要è°}­a€æ…Žè¡ŒåQŒè¨€è¡Œä¸€è‡´ã€‚上è‡Ïxœ€é«˜ç®¡ç†è€…,下至基层员工åQŒåœ¨é¢å¯¹å±æœºæ—¶è¦åšåˆ°å…¨å‘˜å…¬å…³åQŒåŞ成强大的影响力,从而有效的劝服公众åQŒå°½é‡æ¶ˆé™¤å±æœºç»™¾l„织带来的负面媄响。新西兰恒天然公司自8æœ?日通报乳粉受污染直åˆ?æœ?8日最¾lˆå®£å¸ƒæ˜¯è™šæƒŠä¸€åœºï¼Œå‡ ä¹Žæ¯å¤©å…¬å¸éƒ½é€šè¿‡ž®½å¯èƒ½å¤šçš„渠道向公众公布事äšg的进展和处理情况åQŒååº”迅速,信息公开透明åQŒè¿™äº›å…¬å…³ä‹D措漂亮而专业。以诚相待,协商处理。真诚坦率是企业取信于民、è{å×ƒØ“安的基础。面对舆论的批评、公众的质疑åQŒé‡‡å–虚心礼让的½{–ç•¥åQŒæ‰èƒ½èÓ|中求胜。虚假或者强¼‹¬çš„态度只能å¯ÆD‡´ä¼ä¸šå’Œå…¬ä¼—矛盄¡š„‹È€åŒ–。公众可以原谅企业的错误åQŒä½†ä¸èƒ½åŽŸè°…的是谎话˜qžç¯‡åQŒæ­»ä¸è®¤è´¦ã€‚我们应该看到危æœÞZ¸ä»…仅是危险,往往˜q˜å­•è‚²ç€æœºé‡ã€‚ç³»¾lŸè§„范的危机公关是目前中国企业处理危æœÞZº‹ä»¶çš„有效手段åQŒå®ƒå¯ä»¥æ‰­è{企业在危æœÞZº‹ä»¶å‘生时的被动局面,ž®½å¯èƒ½å¤šçš„争取到公众的谅解,为后¾l­çš„¾l„织形象的重塑和完善打下良好的基¼‹€ã€‚中国企业在谋求技术、市场、制度等一¾pÕdˆ—创新的同æ—Óž¼Œä¹Ÿè¦¿U¯æžå¯ÀL±‚危机公关的创斎ͼŒä½¿ä¼ä¸šåœ¨æœ€å¤§ç¨‹åº¦ä¸Šå®žçŽ°è½¬å±ä¸ºæœºåQŒæŽ¨˜q›ä¼ä¸šçš„˜q›ä¸€æ­¥å‘展和完善。中国企业危机公关的反æ€?《商场现代化》作者:周晓曼参考文献:[1]覃志é¸?企业公共关系危机处理对策[J].¾læµŽç ”究导刊åQ?009òq?5期[2]邵华å†?企业公关危机½Ž¡ç†ç ”究[M].中国传媒大学出版½C¾ï¼Œ2012òq´åå¤§ç½‘¾lœå…¬å…³ä¹‹ä¸€åQŒå›½å†…颇å…ïL«žäº‰åŠ›çš„网¾lœå…¬å…›_…¬åæ€¹‹ä¸€åQŒä¸“注于政府企业危机公关的处理,以危机公兟뀁舆情监‹¹‹ã€æ•´åˆè¥é”€ä¸ÞZ¸»è¦ä¸šåŠ¡çš„服务机构åQŒã€‚关于「品牌公兛_±æœºã€? <p><strong>转蝲è¯äh³¨æ˜Žå‡ºå¤„ã€?/strong></p> </div> <!-- 心情 --> <div class="mood"> <div id="cyEmoji" role="cylabs" data-use="emoji"></div> </div> <!-- @心情 --> <div class="tag"> <div class="tagtitle"></div> <div class="share"> <a href="javascript:;" class="sharea1">分äín到新‹¹ªå¾®å?/a> <a href="javascript:;" class="sharea2">分äín到腾讯微å?/a> <a href="javascript:;" class="sharea3">收藏</a> </div> </div> <div class="avow"> <div class="avowtitle"></div> <!-- 声明 --> <p>1.本站遵åó@行业规范åQŒä“Q何è{载的½E¿äšg都会明确标注作者和来源åQ?.本站的原创文章,误‚{载时务必注明文章作者和来源åQŒä¸ž®Šé‡åŽŸåˆ›çš„行为我们将˜q½ç©¶è´£ä“QåQ?.作者投½E¿å¯èƒ½ä¼š¾læˆ‘们编辑修æ”ÒŽˆ–补充ã€?/p> <!-- @声明 --> </div> <div class="ad"><a href="/" target="_blank"><img src="/templets/style/html/images/img24.jpg" alt="" /></a></div> <div class="correlation"> <div class="com-title"><span><img src="/templets/style/html/images/symbol-23.png" alt="" />相关文章</span></div> <ul class="ulfix"> <li> <a href="/fangchan/431.html" class="title" target="_blank" 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