Encountered by the modern media public relations activities
In modern society, as social media platform for public information the special nature of the crisis in corporate public relations playing a very unusual role. Media is a business crisis, both ways, can also become a key corporate crisis management, or even "as are the media, the media have lost." Therefore, the enterprise crisis, often hesitate to use all means of public relations, public relations on the media. Currently, the business media relations strategy for a variety of mainly the following.
Honest and active communication. Crisis, the public is very concerned about whether a company is not only concerned about their own feelings, and how the crisis to protect the interests of consumers are also often become the focus of attention, most of the companies knew quite well after the crisis, often the first For a time, using "4R (Regret, Reform, Restitution, Recovery)" public relations principles, immediately expressed regret that the public and ensure resolution of the crisis and provide reasonable compensation and to prevent future similar incidents. If enterprises in the first time after the crisis the media and the public to show sincerity and regret, or hold a press conference, or through press releases to the media, or the initiative to invite the media to conduct interviews, provide first-hand information to the media. This is a proactive public relations activities.
Ignored, every means to deny. When the enterprise is in the vortex of the crisis, their every move can become a media and public attention, so luck to conceal the fact that abdication of responsibility is unwise. In real life, there are still companies doing everything possible to avoid media interviews or straight answer no comment, criticism of the media and the public dumb question, or find some excuse to shirk responsibility by all means to eliminate the negative impact of the results often more undisguised. May 25, 2005, Nestle milk iodine levels in the media, the Nestle company initially chose avoidance and denial, and perhaps even explicitly said they did not the media, Nestle suffered an unprecedented crisis of confidence, triggering a large number of accusations and criticisms of the media, Finally although the commitment to the consumer of last resort "can return," but still can not escape the national "Withdraw" consequences.
Perpetrating a fraud, stealing a march. After a small number of enterprises in crisis, by creating a focus event, perpetrating a fraud, the transfer of public and media attention, to survive the crisis. June 2006, "First Financial Daily" published a Foxconn Technology Group factory in Shenzhen, common workers "overtime" issue two reports, Foxconn makes the undertaking of more than Apple's products are concerned labor rights non-governmental organizations to resist. Foxconn then submitted reputation infringement grounds, to the "First Financial Daily," the two journalists claim 30 million yuan, and asked the court reporter's personal property seized two, temporary public outcry. As the huge amount of the claim and the subsequent case of "a series of arguments," the media and public attention to this lawsuit doubly, while Foxconn is an infringement of labor rights and interests of the truth but nobody cared to ask.
Corporate control of public opinion. Enterprise crisis, the public eager to know the truth, the media in order to meet the information needs of the public, eager to understand the root causes of corporate crisis, and possible results of the process, which all rely on access to information enterprise and its stakeholders. In modern society, business news is very clear in the important role of public opinion, when a crisis occurs, companies will often do everything possible to help safeguard enterprise information occupy positions news. They often surface to accept or cope with media interviews, and actively provide material for the media, while secretly providing material in its favor, to control public opinion. Enterprises are also valid for the media and even the wrong information to mislead the public.
Barriers set up an interview. Crisis in the enterprise, corporate public relations media relations staff is very obvious purpose is to seek to reduce the negative impact from start to finish is to maintain or restore the reputation. Media interviews on the business during the crisis, companies often run into obstacles set up interviews with a variety. Some enterprises can not find the information leads to the media, not news material, the face of media interviews, a "silent public relations operation," not to answer any questions, or provide any information. There are emerging crisis, the employment of specialized public relations firm to handle the crisis, although the public relations firm can become a corporate media communication channels and bridges, but often, they become a corporate avoidance, refusing media interviews barrier.
Through various means to suppress, interfere with the Media Supervision. In the corporate crisis, few enterprises with executive powers to suppress the news media, news monitoring interference. These companies count on is the backbone of the local economy, local governments fear that a revenue decline in the use, staff of unemployment, social instability, concerns about the consequences of mental, as well as good relations and government departments to request the government out of the media to pressure the media to be on the negative reports "clarification" to promote crisis subsided. In addition, there are very few businesses and employees of media coercion, corrupt employees, to induce the media stand in his own position.
Abide by the media, safeguard the public interest, to achieve effective supervision News
Enterprise crisis, the media can only abide by the media responsibility, public interest standing position, be flexible in our tactics, be possible to achieve an effective news monitoring.
Break through barriers to interview and meet the public's right to know
To promote the socialist construction for the purpose to build a harmonious society as the goal is the foundation for the current media. Corporate crisis public relations is to safeguard its own interests, in order to tide over the difficulties as soon as possible, while the media represent the public interest. The face of a defensive and constantly alert enterprises, media companies can not listen to the side of the story, but should be breaking cover obstacles, in-depth on-site, from the crisis of the party, insiders and the relevant authority of the department to obtain true and reliable first-hand materials to restore the truth the truth.
Dissemination of information in the enterprise crisis, the media should the crisis right in full consideration to social stability, Jing Ji development and health of the effect of the people, from the help crisis Jiejue the Jiaoduojinhang report. Meanwhile, the media in the enterprise crisis coverage, we must abandon that lofty, master business life or death the right of the misconceptions, we should adhere to the "punishment as a deterrent to save lives" attitude, pay attention to the reporting strategy of the light, heavy, slow, anxious as far as possible to safeguard the public interest, promote social harmony.
Guide public opinion, the pursuit of win-win situation
As the media has a broad influence on public opinion in the lead indeed affect the whole body, especially the negative reports even more directly affect the survival and development, therefore, the media must be careful in dealing with negative reports, emphasizes strategy, properly reports using different methods, a good grasp of the measured report, the positive guidance to the public.
Crisis media companies should be comprehensive and objective reporting, as information disseminators and the role of supervisor of public interest, public access to the full right to know, the interests of consumers has also been the greatest degree of maintenance, and received appropriate compensation , while the company also received a lesson in crisis, reduce losses to a minimum, maintain the reputation, business, media, the public also finally realize win-win situation.
With facts, and enhance media credibility
Media coverage of the crisis on the business to be in-depth, extensive, detailed investigation conducted on the basis, to ensure realistic, accurate, meaning it contains both. One is irrefutable facts, the news was completely true, news elements ranging, no plot and details of access. Second, the crisis in corporate reporting, the media and journalists must avoid the emotional, impulsive. Only practical, highly accurate, objective and fair, the media coverage will be of weighty efforts.
In short, the crisis on the corporate media coverage is the responsibility of the media is an important means of competition for audience eyeballs. Crisis in the enterprise reporting, the media of various forms of media and public relations is an objective reality. The media must address this phenomenon, "maintaining the status quo", in line with social-oriented principle of "punishment as a deterrent to save lives" attitude, adhere to the principle of positive propaganda, enterprise, media the public's win-win situation.
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