Public *** relations refers to a series of actions taken by an organization to improve its relationship with the public, promote public awareness, understanding and support of the organization, establish a good organizational image and promote product sales. Public *** activities. I have carefully collected and compiled successful public relations planning cases for everyone. Let’s take a look.
Successful Public Relations Planning Case 1
In early June 1999, some primary and secondary school students in Belgium and France were poisoned after drinking the American beverage Coca-Cola. A week later, the Belgian government issued a ban on the sale of various brands of beverages produced by Coca-Cola Company in the country.
The Coca-Cola Company, which has a history of 113 years, has suffered a major crisis rarely seen in history.
Today, when modern media is very developed, corporate crises can be spread quickly and widely in a short period of time, and its negative effects are conceivable. The impact across the country and even the world in a short period of time will surely arouse great concern from society and the public. A little carelessness will cause a devastating blow to the corporate image and brand reputation, and its intangible assets will depreciate in an instant. This is fatal to the survival and development of enterprises.
On June 17, 1999, Ivest, CEO of Coca-Cola Company, made a special trip from the United States to Brussels, the capital of Belgium, to hold a press conference here. On that day, a bottle of Coca-Cola was placed on every seat at the venue. When answering reporters' questions, Ivest, the CEO who took office two years ago, repeatedly emphasized that despite the current events, Coca-Cola is still a first-class company in the world and will continue to produce products for consumers. First class drinks. Interestingly, most reporters did not drink the bottle of Coke given to the attendees.
Later Coca-Cola’s publicity campaign showed that the press conference was just a prelude to their crisis public relations work.
On the second day of the press conference, that is, June 18, Ivest appeared in various newspapers in Belgium. In an open letter to consumers signed by him, he carefully explained The letter also made various guarantees about the cause of the accident and proposed sending a bottle of Coke to every household in Belgium to express the Coca-Cola Company's apology.
At the same time, Coca-Cola Company announced that it would withdraw all Coca-Cola sold in Belgium during the same period, announce the investigation and test results as soon as possible, explain the scope of the accident, and refund compensation to consumers. Coca-Cola also said it would reimburse the medical expenses of all customers who were poisoned. Coca-Cola executives in other regions, such as the Chinese company, also announced that its products had nothing to do with the Belgian incident and that market sales were normal, thereby stabilizing the hearts of people outside the accident area and controlling the spread of the crisis.
In addition, the Coca-Cola Company has also set up a dedicated hotline and opened a special web page on the Internet for Belgian consumers to answer various questions raised by consumers. For example, what is the scope of the impact of the accident, how to identify newly shipped Coke and contaminated Coke, how to obtain refunds, etc. Throughout the incident, Coca-Cola Company firmly grasped the source of information release, prevented the spread of erroneous crisis information, and minimized the loss of the corporate brand.
With the deepening and expansion of this public relations campaign, Coca-Cola's image began to gradually recover. Soon, some residents of Belgium began to receive coupons from the Coca-Cola Company, which read: "We are very pleased to inform you that Coca-Cola is back on the market." ?The children took the coupons issued by Coca-Cola Company to every family and happily received free Coke from the mall: ?I can drink Coke again. ?In shopping malls, you can also see people buying boxes of Coke.
The poisonings subsided and Coca-Cola returned to store shelves in Belgium and France.
In only 10 days from the first accident to the issuance of the ban, Coca-Cola’s stock price fell by 6%. According to preliminary estimates, the Coca-Cola Company has withdrawn 1.4 billion bottles of Coke, and the direct economic losses caused by the poisoning incident have reached more than 60 million US dollars.
A Belgian newspaper commented that although Coca-Cola paid a price for this, it has won the trust of consumers.
The Coca-Cola Company has survived a difficult moment of crisis, but the impact of this incident is far from being eliminated from large European and American companies like Coca-Cola.
Not long ago, Mylox, the president of Pepsi-Cola Europe, Coca-Cola’s main competitor, sent an e-mail to all employees. The letter said: "I want to emphasize that we should not regard this Coca-Cola incident as an opportunity that can be exploited. We must learn from this and cherish the bond between enterprises and consumers." ?
Business management expert Tom King believes that there are generally three correct steps for companies to deal with such crises: first, recall the problematic products; second, explain the development of the situation to consumers in a timely manner; third, Apologize as soon as possible. By comparison, it can be seen that Coca-Cola did everything, but it was a week late, and it was after the Belgian government made the decision to stop selling Coca-Cola.
Even Belgium's Health Minister Vanden Bosch complained that it is incomprehensible that a large company with a global reputation like Coca-Cola has responded so slowly to the crisis.
Experts also cited the reactions of other well-known companies when facing crises to illustrate the importance of handling crises in a timely manner. Seventeen years ago, someone wanted to blackmail the pharmaceutical company Janssen and deliberately put cyanide on the labels of Janssen painkillers, resulting in the deaths of seven people. After receiving this news, Janssen immediately decided to withdraw all such painkillers on the market at the cost of US$100 million to calm the market. Another example is the tobacco company Philip Morris. A few years ago, because the filters of a small number of cigarettes were contaminated during processing, causing smokers to cough slightly, the company immediately decided to withdraw all cigarettes of the same brand from the US market. Although these two companies suffered a lot of losses, they quickly gained the understanding of consumers because of their timely handling. They used crisis management to re-establish the company's corporate image. Experts believe that compared to these two examples, although Coca-Cola's handling of the crisis is not weak this time, its decision-making pace is obviously half a beat slower.
1. Indirectly disclose relevant information and express the company's position and attitude by issuing press releases to the media. This method is mainly applicable when the cause of the problem has not yet been identified. The company will first express its sincerity in communicating with the media and consumers, and then explain that it will inform the public after the cause of the problem is found, or it will be announced in advance. Stop selling the product in question. This method can also be used when the problem has been identified and has been solved or almost solved. In this way, enterprises can control the release of information to avoid sending out unnecessary information. However, the risk is that the media and the public may easily perceive the attitude as being insincere, which may have adverse effects.
2. Disclose information of interest to the media and the public by answering questions from the media through the spokesperson. Adopting this method will test the quality and ability of the company's spokesperson, but if it is handled well, it can establish a good public image for the company; otherwise, it will discredit the company's face. In early 2005, when Whirlpool of the United States recalled some products due to quality problems with its washing machines, the public relations company hired by Whirlpool provided the correct public relations strategy and the spokesperson behaved appropriately in interviews with the media. Therefore, a possible crisis finally emerged. Disappear into the invisible.
3. Through corporate executives’ initiative to visit relevant media personnel and accept exclusive interviews, provide first-hand information to the media and obtain the understanding of relevant media, thereby striving for objective reporting by the media and avoiding media misunderstandings. The information available is incomplete, resulting in inaccurate or incomplete reports. This method is especially suitable for handling crisis cases such as consumer complaints.
4. Proactively disclose the investigation and handling of relevant issues to the media and the public by holding a press conference. If the cause of the problem has been basically identified, the company will apologize to the public through the media at the press conference, announce the recall of the products that have been circulated on the market, and even provide compensation or compensation to consumers if necessary. After the truth of the "Sudan Red Incident" was found out, KFC took the initiative to convey to the media that its products were safe by holding a press conference. 5. Disseminate information and proactively eliminate public doubts and uneasiness by inviting the media to the company for on-site interviews. After the incident where the hygienic quality of Haagen-Dazs ice cream cakes failed to pass, the company, in order to recover the impact, invited some media to interview the company's central kitchen in Shanghai, showing that there were no quality or safety problems in the company's food production. After the media reported this, the negative impact that had been caused to a certain extent was restored.
Successful Public Relations Planning Case 2
The launch of "Super Girl" and "Fast Boy" helped Hunan Satellite TV's ratings hit a new high, especially in the second quarter The Super Girl competition became the most eye-catching phenomenon in the Chinese performance market in 2005, and even reached the point of causing a nationwide sensation. In 2007, "Kuai Man" also played an efficient and beautiful blitzkrieg in just 3 months. How did "Super Girl" and "Fast Boy" achieve such great success? The TV sets in so many Chinese families were concentrated on one TV station at the same time, followed by so many media reports, and became a topic of discussion on the streets of so many people across the country. It is closely related to the public relations activities they engage in.
Public *** relations refers to a series of actions taken by an organization to improve its relationship with the public, promote public awareness, understanding and support of the organization, establish a good organizational image and promote product sales. Promotions. Its original intention is that social organizations, collectives or individuals must establish good relationships with various internal and external publics around them. It is a state in which any company or individual is in a certain public relationship state. It is also an activity. When an industrial and commercial enterprise or individual consciously and consciously takes measures to improve and maintain its public relations status, it is engaged in public relations activities.
As part of the long-term development strategic portfolio of public relations entities, the meaning of public relations refers to this management function: assessing public attitudes, confirming personal or organizational policies and procedures that are consistent with public interests, and formulating And implement various action plans to increase the visibility and reputation of the subject, improve the image, and strive for the understanding and acceptance of the relevant public.
Public relations include three elements: organization, public and communication. Next, I will analyze the success of "Mengniu" Super Girl and "Shining Fast Boy" from these three aspects.
First of all, from an organizational point of view, sociologists believe that an organization is a social group that is carefully designed to achieve a specific goal. ① The design of this organization can be described as Super Girl and Fast Boy. It is unique and ingenious, from the audition to the preliminaries and semi-finals, there are eliminations at every level, and a resurrection mechanism is set up at every level. The champion, second and third runner-up of each competition area will participate in the finals held in Changsha, Star City, which whets the audience's appetite. It can also be played for as long as Players are packaged over a period of several months. In addition, as an organism, an organization also needs a good environment for its survival and development. The environment constitutes the basic condition for the development of the organization. An organization is an organ of society. Only when it can make its own contribution to the external environment can it be considered valuable. What has been achieved is that the only reason for the organization's existence is to provide good services to the external environment. ② As far as the environment is concerned, "Super Girl" and "Fast Boy" have also handled this point relatively properly. Their internal environment, such as decision-making, staff team, management mechanism, cultural atmosphere, mental outlook, etc., have all been harmonious and orderly.
From the perspective of the external environment, one of the most important elements in the external environment is the public. Especially for talent shows such as "Super Girl" and "Fast Man", the support of the public directly determines their fate. As the target of public relations work, the public is a special community of interests formed with a specific organization as the core. Taking Mengniu as an example, Mengniu uses Super Girl as a platform to focus public relations work on young people. Mengniu received a naming fee of 20 million for Super Girl, plus 15 Second’s total investment in spot advertising and on-site billboards is around 28 million. Of course, Mengniu's contribution to "Super Girls" goes far beyond that. The images of "Super Girls" have been left on many bus bodies, outdoor light boxes and print media advertisements, and the advertising cost is as high as more than 80 million yuan. . Adding the two figures together, Mengniu's investment has reached 108 million. With the sharp rise in Hunan Satellite TV's ratings and social prestige, "Mengniu" has also gained huge benefits and has become a fashionable drink for young people nowadays. When "Super Girl" is mentioned, Mengniu Sour Yogurt is often thought of, and people who like "Super Girl" immediately think of it. People like this will also fall hopelessly in love with Mengniu Sour Yogurt. It can be seen that under the influence of "Super Girl", it is extremely wise for "Mengniu" to focus on young people, the fashion group. It has adapted to the trend of young people's crazy pursuit of fashion. It can be said to be in line with the public, thus achieving great success. Success: Mengniu’s sales revenue from sour milk drinks this year is at least 2 billion yuan, and the average profit from acidic milk drinks is expected to reach 30%. ?According to a survey report in Shanghai by a research team of a marketing consulting company, Mengniu Sour Yogurt has become the first-mentioned brand among consumers of "acidic milk drinks". Among the target audience of women aged 10 to 25, Sour Yogurt The first mention rate is as high as 45%.
Finally, from the perspective of communication elements, communication is the behavior and process of people using symbols and media to exchange information. ③ Mengniu invited Zhang Hanyun, the third runner-up of the first Super Girl, to be the image of the product spokesperson, and customized the advertising song "Sour and Sweet Is Me" to appear in TV commercials, radio, and on light boxes and street signs in first- and second-tier cities. All activities of Mengniu, such as product packaging, posters, TV commercials, and online advertisements , radio advertisements are all linked to "Super Girl", Mengniu's more than 300 street performances and more than 2 million DMs distributed. These tasks that Hunan Satellite TV cannot rely on its own network can be completed by Mengniu, which is both "Super Girl" and "Super Girl". ?It added fuel to the flames and also improved the overall image of Hunan Satellite TV. And "Kuai Man" has surpassed "Sour and Sweet Just Make Me", and launched the slogan "I am the most shining", and continuously launched "Shining New Aspects", "Shining New Forces", "Shining" A variety of strategies such as "New Guess" and "Sparkling New Life" have achieved good results in communication. At the same time, "Shining" and "Kuai Nan" also communicated in detail with major mainstream media across the country in a timely and effective manner, valued reporters' feedback, grasped the publicity orientation of the corporate brand, and achieved the purpose of increasing corporate brand awareness and reputation through communication. . In response to the problems that arise in communication, the media are divided into categories and solved one by one, and specially customized articles for the media are communicated with reporters repeatedly.
Finally, "Fast Boy" succeeded. The success lies in the fact that it achieved the high ratings and high voting rate that exceeded that of "Super Girl" in 2005; "Shine" also succeeded. The success lies in the fact that it used the shortest Time has achieved the highest visibility in the eye drops industry and a market growth rate of 80%. The public relations event of the entire project was finally recognized by the client, and the marketing blitz of Renhe’s Shining Happy Boys in 2007 finally came to a successful conclusion.
The cases of Mengniu Super Girl and Shining Kuaiman fully demonstrate that good public relations are crucial to governments, enterprises and even the entire human society. Only by fully paying attention to the image and reputation of public relations in public relations activities can an enterprise achieve ultimate success.
Successful public relations planning cases 3
1. Event description:
1. Background of Jiaduobao Group
Jiaduobao The group is a large-scale professional beverage production and sales enterprise. It was founded in 1995 and launched the first batch of red canned Wong Lao Kat in the same year. In 1998, the group established its first production base with foreign investment in Chang'an Town, Dongguan, Guangdong Province, China. The sales network covers more than 30 provinces, cities and autonomous regions in mainland China, and is sold to Southeast Asia, Europe and the United States.
2. The trademark dispute between Jiaduobao and GPHL
In April 2011, GPHL filed an arbitration application with the China International Economic and Trade Arbitration Commission and provided corresponding information. GPHL believes that between 2002 and 2003, the "Wanglaoji" Trademark License Supplementary Agreement and the "Wanglaoji" Trademark License Supplementary Agreement signed by Hongdao and GPHL respectively between 2002 and 2003 were signed by the then General Manager of GPHL. The manager, Li Yimin, received millions in bribes from Hongdao before signing an authorization letter to extend the lease term to 2020. After Li Yimin's scandal, GPHL believed that the above-mentioned supplementary agreement was invalid and the trademark lease period had expired on May 2, 2010.
On May 12, 2012, according to the award of the China International Economic and Trade Arbitration Commission, Jiaduobao stopped using the "Wong Lo Kat" trademark.
3. After losing the Wong Lao Kat trademark, Jiaduobao packaged the title of "The Voice of China" with 60 million yuan, and quickly used a "carpet bombing" marketing method to turn the decline into an advantage. Establish the brand-chain-franchise-image of "Red Can Herbal Tea".
4. Jiaduobao has followed the consistent positioning ideas in marketing and planning of the Wanglaoji brand, and has accurately and clearly positioned Jiaduobao herbal tea: the leader of authentic herbal tea? Jiaduobao. Jiaduobao is vigorously promoted as an authentic herbal tea, directly challenging Wanglaoji's positioning as an authentic herbal tea. In order to effectively block the original Wong Lao Kat brand, such an advertising slogan was used? The nationally-leading red canned herbal tea was renamed Jiaduobao. Is it still the original taste or the original formula?, and used scenes similar to the original Wong Lao Kat advertisement. , trying to convince the original Wonglaoji consumers that Wonglaoji herbal tea has been renamed Jiaduobao herbal tea, and Jiaduobao herbal tea is the representative of authentic herbal tea. Through this strategy, we try to retain the old customers who have worked hard to accumulate the Wong Lo Kat brand.
5. On February 4, 2013, Jiaduobao’s official Weibo posted four self-deprecating series of texts with the theme “I’m sorry”, accompanied by pictures of crying children, triggering tens of thousands of netizens to repost them.
?I’m sorry, it’s because we are too selfish. We have led the country in sales for six consecutive years, and we have not helped our competitive teammates build factories, improve channels, and grow rapidly
?I’m sorry, it’s because we are too stupid. It took 17 years to make Chinese herbal tea the only brand comparable to Coca-Cola. ?
?Sorry, we are incompetent. We can sell herbal tea, but we cannot litigate. ?
?Sorry, we are from the grassroots, and we are completely in the genes of private enterprises. ?
6. On March 26, 2013, Wang Jianyi, the fifth-generation great-great-grandson of Wang Zebang, the founder of herbal tea, and her family members held a media meeting for the descendants of herbal tea founder Wang Zebang in Shenzhen. At the meeting, the Wang family issued a joint statement stating that they had never given the ancestral secret recipe to GPHL. At the same time, Wang Jianyi expressed strong protest against GPHL's misuse of the registered trademarks of Wang Zebang and other ancestors' portraits and the use of their ancestors' names and the year of the founding of herbal tea in advertising, and said that she would defend the family's legal rights in accordance with the law.
7. On April 26, 2013, Jiaduobao’s official Weibo announced that it would donate 100 million yuan to the Ya’an disaster area through the @China Poverty Alleviation Foundation.
Rebuilding after the disaster. We believe everything will be fine. ?
2. Event review and impact
Obviously, losing such a deeply rooted old trademark as Wong Lo Kat is a loss for Jiaduobao Group. However, the success of Jiaduobao Group lies in regaining its proactive position in the market after changing its name, and thus being recognized by the public. Moreover, in the trademark litigation with Guangzhou Pharmaceutical, Jiaduobao was regarded as another "victim" in the dispute between private enterprises and state-owned enterprises. It has successfully created an image of "the weak" in the minds of consumers, and its tragic public relations has been praised by the industry. , earned a lot of sympathy points.
Secondly, Jiaduobao’s choice to sponsor “The Voice of China” is a successful public relations activity. Because "The Voice of China" is related to the "authentic herbal tea" strategy promoted by Jiaduobao.
In order for Chinese small and medium-sized enterprises to build strong brands, public relations activities must be directed towards categories and influence the formation of categories. "The Voice of China" has performed an "original" voice, while Jiaduobao wants to seize the category of "authentic herbal tea". It formed a response and strategically achieved Jiaduobao's goal of reshaping the leading brand in the herbal tea category.
Subsequently, Jiaduobao quickly launched a large-scale publicity offensive. Not only advertisements are placed on CCTV media, which has the largest coverage and influence, but also media in key areas are selected, such as Zhejiang Satellite TV, Guangdong Southern Satellite TV, Sports Channel, etc. in areas where consumers have a deep understanding of herbal tea, to carry out carpet bombing. Indiscriminate advertising.
Use advertising: We changed our name. The news that the red canned herbal tea with the largest sales in the country has been renamed Jiaduobao has been disseminated in various media, thus confirming the advertising slogan: If you are afraid of getting angry, drink Jiaduobao now. After consumers accepted the fact of the name change, Jiaduobao immediately stated in the advertisement: "It's still the original formula and the familiar taste." ?Achieve the goal of changing the name without changing the quality, so that consumers who originally supported Wong Lo Kat will also support Jiaduobao.
On the 4th, Jiaduobao Weibo released a series of themed Weibo posts called "Sorry". This seems like an apology, but is actually an apology. In just one day, this Weibo post was retweeted more than 20,000 times. Among those who forwarded and commented, most expressed sympathy for Jiaduobao, and many people focused on the dispute between state-owned enterprises and private enterprises. Jiaduobao has conducted another very successful marketing.
Recently, Jiaduobao donated 100 million special disaster relief funds to the earthquake-stricken area in Ya'an, Sichuan through the China Foundation for Poverty Alleviation. Whether it was Wenchuan in 2008 or Yushu in 2010, Jiaduobao is not just a brand. Donating things, paying attention to the disaster and post-disaster reconstruction at the same time, I also hope to use my actual actions to inspire more corporate leaders to make efforts for charity, and once again aroused discussion and attention from all parties on the concept of corporate charity. .
In fact, the core of Jiaduobao’s entire brand operation is to reshape a herbal tea brand? Jiaduobao. After losing the "Wong Lo Kat" trademark, Jiaduobao seemed to be starting from scratch. However, it cleverly used various marketing strategies to launch a wonderful marketing campaign, turning the original red canned herbal tea Wong Lo Kat into more than ten years. The valuable mental resources accumulated over the years from "Afraid of Getting Inflammed" have been transplanted into the changed new brand "Jiaduobao", thereby seizing the leading position in the herbal tea brand.