In commercial society with variables, crisis management has become an important part of enterprise management. The author of the United States "Crisis Management", the author of the author of the Fortune Top 500, has conducted a survey, up to 80% of the respondents believe that modern enterprises inevitably face the crisis, just if people want to avoid Facing death. 14% of people admit that they have faced a test of serious crises.
In February this year, after the Japanese fishing boat hit by the US nuclear submarine, he was a prime minister Xi Lang did not immediately return to the official, but continued to play golf. After 5 hours, he returned to the office. A slice. In 1999, Coca-Cola Company had encountered food poisoning and packaging bottle with mold in Europe, but the company was slow, and the attitude of consumers was lacking sincere, attracting the evil spirits in Europe. Johnson & Johnson's contaminated capsules caused a series of deaths, the company quickly recovered 31 million capsules, and redesigned packaging, through various media masterpieces, the dissatisfaction of the public gradually saved, the company not only recovered reputation, but also improved The status in the hearts of consumers. It can be seen that the wrong estimation situation can only be deteriorated in the crisis, and the crisis management can harvest potential successful opportunities in the crisis. So, how should companies conduct crisis management?
Preciry. Although this truth is simple, it is not a few companies in the Buddha's foot. Enterprise usually responds to all of our products and related information, and inspects the potential factors in the crisis, then list the crisis assessment form, which will be arranged in turn in turn, and do the corresponding countermeasures. Many foreign companies have special crisis processing teams, and the team members shall provide 24-hour contact methods by the company's internal personnel and external consultants, ensuring that the members can form a smooth communication network after the crisis broke out, everyone plays the corresponding time Character.
When making preparations, companies should predetermine the spokesperson at the crisis, which can be president, CEO, or people who are most understanding the crisis. He should have considerable communication skills to establish credibility and authority in the shortest time, and pass the most appropriate message in the first time.
Reaction quickly. Once the crisis broke out, it is often accompanied by the intervention of the administration and the news media. At this time, the company must be in the outside world, and the inblat is not moving or adopting an ostrich policy is a trick. The only way is to make a spokesman with the shortest time. The statement, promise will quickly process the crisis and report in time. At this point, the company must recognize that only sincerity attitude is the only way to save the company, arrogant or pushing responsibility can only lead to a greater resentment of the outside world. As for the truth of the event, it should be investigated.
"Tell the truth, hurry". At the time of crisis management, it must be paid to the truth of the company, but also to "tell the truth, hurry" before being "revealed". Because the outside world is learned to know some facts through other means, the company will be trapped in a very disadvantageous situation. After the accidents of Mitsubishi Motors have caused the public opinion alert, they broke out the company to deliberately conceal the customer complaint in 23 years. As a result, Mitsubishi was forced to recall nearly million questions in the world. At the same time, while suffering from huge economic losses, Lost the trust of consumers, and this loss cannot be estimated with money.
Crisis Treatment Panel fully involved. After the frank statement, the company should immediately instruct the crisis treatment team to survey the presence of the incident. Time and openness are still the elements of this stage, and even declare the progress of the survey every day.
Third Party Assistance. When the crisis processing team is fully involved, it is best to invite a notarization agency or an authoritative to assist the investigation to win the public trust. It turns out that in many cases, authoritative intervention will make a decisive role in crisis processing. After the "milk powder wind wave" of Nestlé, it was established a special group composed of 10 people to supervise the company's implementation of the World Health Organization. These people have famous medical scientists, professors, mass leaders and even international policy experts. The move greatly strengthened the credibility of the company in the hearts of the public. Do a good job, save the reputation as soon as possible. Accidents have occurred and must take the corresponding responsibility. Last year, Ford's tire reputation of Firestone was affected. In order to recover the loss, the company costs $ 3.5 million in 200 well-known websites in the United States, "" For those who are in the tires, please click Ford's official news home page. "The home page introduced the address of the replacement tire, the company News bulletin and contact information. Ford This advertisements are: please believe in our efforts, everything can be solved? Quot; survey showed that the head 7 days after the advertising was 80 million. Although Ford is damaged by tire events, the subsequent large-scale advertising campaign has proved that it is a responsible enterprise.
As people often say, the more the crisis is, the better, the overall quality and comprehensive strength of excellent enterprises. As long as you take honest, frank, responsible attitude, it is possible to crise the crisis.
