论文部分内容阅读
没经历过危难的企业很难称得上真正的强者。现在,市场竞争更激烈了,企业面临的风险更大了,经营中的“陷阱”更多了,危机来得更频繁了,杀伤力更大了。稍有不慎,企业便会面临生死攸关的“不测”事件。成功的危机营销有以下几个技巧可供运用。 1.指定一个独家发言人。在危机发生后,指定唯一一个发言人,让企业只一种声音对外。这样,可避免因多种声音对外而说法不一。那么,由谁来当这个发言人呢? 最好由公关人员担当企业的独家代言人。公关人员长期与媒体、公众打交道,了解他们的需要,对事件报道可做到既公正、全面,又能最大限度地维护公司利益。而且,人们并不要求这样的代言人应该了解很多情况,他可承诺将进一步调查事件,随后给大家一个说法。这是处理危机赢得时间的好办法。而公司需要时间充分调查事件,处理问题,准备给公众的答复。 2.率先公开、坦率地承认问题。抢在其他人之前公开报
Businesses that have not experienced a crisis can hardly be called real powerhouses. Now the competition in the market has become even more intense. Enterprises are at greater risk. There are more “traps” in the business. The crises come more often and the lethality is greater. Slightly careless, businesses will face the “life-or-death” event. Successful crisis marketing has the following tips to use. 1. Designate an exclusive speaker. In the aftermath of the crisis, designate the only spokesperson to give the business only one voice. In this way, to avoid a variety of voices and different opinions. So, who should be the spokesman? The best public relations staff to play the sole spokesman for the enterprise. PR staff long-term dealings with the media and the public to understand their needs, incident reporting can be both fair and comprehensive, but also to maximize the protection of the interests of the company. Moreover, one does not require that such an advocate should know many things. He promises to investigate the incident further and give an explanation later. This is a good way to handle the crisis and win time. Companies need time to fully investigate the incident, deal with the problem, and prepare a response to the public. Take the lead in openly and frankly acknowledging the issue. Grab ahead of others