The outbreak of the crisis has attracted the attention of the top management of enterprises. After the establishment of the emergency crisis resolution team, the first thing to do in practice is to immediately monitor and scan the degree of the crisis systematically and comprehensively, list the pages, contents and opinions published on TV, newspapers and the Internet, summarize the events that have happened in real time, predict the possible further events, and fully understand the crisis situation. For example, which channels and columns have reported, which media and columns have reported what oriented content, what is the reprint rate of negative reports on the Internet, which websites have received attention, and which websites are going to write negative articles for publication.

Step 2: Respond

After understanding the overall situation, immediately formulate strategies and methods to prevent the spread of the crisis, and shield all kinds of negative news in the shortest time. Specifically, it includes who is responsible for negotiating with which media, giving all possible negotiation conditions, when the plan is completed and how to implement it. On the technical level, the general treatment methods include:

For print media, it is necessary to quickly release other information of the enterprise, adopt dilution and transfer strategies, shift the attention of the outside world to the good aspects of the enterprise, and communicate and coordinate with the media that release negative information at the first time in order to understand.

For online news, emergency treatment can be carried out by withdrawing the manuscript, changing the title and changing the location.

Step three: determination

The solution is only a quick killer method to prevent the spread of the crisis, but the key is to solve the psychological shadow of those who have seen negative news, otherwise the crisis will be exposed from these people and break out again. At present, the best solution is to publish the facts in a targeted manner, let known consumers know the truth, and adopt the strategy of not avoiding, not taking the initiative and bypassing. But there is a key point here, and that is the guarantee of "degree". It is best not to publicize the facts too widely, but to directly target the consumers who know the incident. If the facts are magnified and publicized, it will cause unnecessary attention and explanation, which is not good for enterprises. Therefore, in the settlement stage, we must make clear the whole process of thinking and things, and it is best to achieve the effect of "hiding".

Step 4: Transfer

This is a key step to turn "danger" into "opportunity", which requires precise planning and ingenious conception. If this step-by-step exhibition goes smoothly, it may make the crisis event a good thing to enhance the reputation of the enterprise.

For example, a certain milk powder was questioned as a "fake foreign devil" because its international brand image propaganda originated from "foreign countries" was inconsistent with the fact that the milk powder was only sold in China and only produced by OEM in foreign countries, and was questioned by the media.

We adopt the method of analogy and new concept integration: for example, Japanese manufacturers import green onions from Shandong and sell them only in Japan; Qingdao seafood is sold all over the world and shipped back to China for sale. Our milk powder is also imported from other countries and shipped back to China for sale, which is a mature international business model.

In addition, we also put forward a new concept, "Enjoyment and integration of global industrial chain", that is, importing products and raw materials from countries with good origin and products, and then shipping them back to China for sale. This is a brand-new business model for china dairy to integrate the global industrial chain, shaping the leading business image of "world resources for personal use", skillfully turning "danger" into "opportunity" and winning the trust of more consumers.

Step 5: Remodeling

Through the ingenious "great change" of "inheritance and transfer", consumers who are concerned about the whole incident are relieved, but there are still some people who "only pay attention to the head, not the tail", and we are not satisfied with simply solving the crisis itself. Enterprises need better development and bigger market. Based on this desire, we should take the initiative at this time.

The key point of taking the initiative is to "reshape" the brand image, "discard the false and retain the true, and discard the weak and retain the strong". After the baptism of wind and rain, we have a better understanding of the needs of consumers and our real advantages. At this point, this is the best time to repair the brand gene. After accurately repairing the core identification and peripheral identification of the brand, enterprises need to use the platform of experts, authorities and opinion leaders to release the essence and value orientation of the repaired brand to the outside world and reshape or strengthen the excellent aspects of the brand.

Industry seminars, expert forums, media conferences, etc. This point, combined with the background theme of this crisis, is a common and effective means, especially for public relations companies with strong media execution, who are also the best partners of enterprises at this time, because public relations companies maintain a large number of media resources for a long time, which will play a vital role in quickly transmitting information.

Step 6: Upgrade

In fact, the step of "transformation" is the beginning of the step of "upgrading". From the perspective of consumers, the planning and promotion of activities centered on consumers' interests may be the key to truly enhance brand reputation and market sales.

Although expert testimony support can enhance consumers' confidence, public welfare activities or profit-making activities tied to sales terminals can better stimulate consumers' enthusiasm for consumption. Therefore, in order to meet a bigger round of market sales and smooth the friction and unhappiness, enterprises must be willing to give up at this time! For example, special promotions and large-scale feedback activities.