The statement of crisis public relations is that what is said is not important, what is important is not to be said. There is too much content in the Forbidden City, but it actually says it all.
Editor’s note: This article is from the WeChat public account “All-around uncle” (ID: wannengdedashu) , the author’s almighty uncle.
L woman drove into the Forbidden City, and continued to ferment, becoming the largest public opinion swipe event before the Spring Festival.
Among them, at least five brands (including personal brands) are involved.
Put aside the more sensitive personal brands, there are four remaining: the Forbidden City, Mercedes-Benz, Changchun Institute of Technology and Zhongwang Group.
The four brands are divided into two factions. One is the “Qingqing faction”. It is mainly based in Changchun University of Science and Technology and Zhongwang Group. The master’s degree and villa matters have nothing to do with me! One faction was the “shut-up faction”. After the Mercedes-Benz Big C was lying down, the Forbidden City became the target of public criticism, and even Weibo did not dare to update it.
It’s relatively easy to get rid of, so today, the uncle will focus on the “Shut Up”:
1. What kind of statement did the Palace Museum make?
2, Mercedes-Benz needs to respond to the matter publicly?
3. How can the Forbidden City survive this crisis?
I. The statement of the Forbidden City is to ignite
To be honest, the uncle did not expect that the privilege of L Female Hyun can swipe the screen and continue to swipe the screen. From January 17 to 19, it became the biggest melon of the Spring Festival this year.
As of now, key media including the People’s Daily, CCTV, China Youth Daily, Surging, Global Daily, etc. have all commented. The point of fire for criticism and questioning is just one, privilege! It mainly focuses on 2 aspects: 1. Who gave the privilege of L female? 2. How does the Forbidden City treat privileges?
A variety of self-media have searched the entire network for records of L women, villas, education, brand names, etc., which have made a good supplement to traditional media, while traditional media focuses on privileges. People’s Daily commented Said: There is no “Sahuaner” privilege in front of the rules.
Although the official Weibo of the Palace Museum publicly issued a statement on the day when public opinion broke out, this 83-character statement not only did not calm down the doubt, but also played the counter-effect of “pour oil on fire”. The full text is as follows:
For netizens todayBu drove into the Forbidden City on Monday, and the verification was true. The Palace Museum is deeply distressed and sincerely apologizes to the public. In the future, our hospital will strictly manage to prevent such phenomena. Thanks to the community for their care and supervision of the Palace Museum.
Uncle saw that many media people and public relations commented on this statement. To sum it up: Poor, violating all the core principles of crisis public relations, but did not say except to pass the timeliness Knowing what happened, not responding to public concerns and doubts about the incident, and did not come up with an effective error correction plan.
Then the question comes, even the people who eat the melon can see that this is the worst crisis public relations statement in history. The people in the Palace Museum imagined it? Is your head flooded?
Uncle believes that this is intentional by the Forbidden City.
Let’s go back to the three sentences in this statement:
1. “The incident of driving into the Forbidden City on Monday was verified and verified.”
Uncle saw that many articles are now rhythmic, saying that there is a parking lot here. Of course, if the Forbidden City responded this way, pointing out that female netizens actually took photos taken in the internal parking lot of the Forbidden City and did not violate the rules. This question was dispelled, but the Forbidden City did not. Driving into the Forbidden City is true. This is called “Real Hammer”.
2. “The Palace Museum is deeply distressed and sincerely apologizes to the public.”
Everyone focuses on the four words “deeply distressed”, which shows that the Palace Museum itself thinks that this behavior is inappropriate, so it expresses “distress” and distressed. If this is an event organized by the Palace Museum on closed days, Does the Forbidden City feel “deeply distressed” by the guests you invited and the tour route you set?
Obviously this sentence can only be said to third parties. Who is this third party? The uncle saw that although someone was interviewed and said to be invited to the Forbidden City, but so far, no one, including L women, has said nothing about who the organizer is.
The phrase “distressed” is actually a “face” for all attempts to explain in advance.
3. “Our hospital will be strictly managed to prevent such phenomena.”
This sentence can also have another statement: “Our hospital will carry out self-examination and self-correction to prevent similar phenomena from occurring.” The difference between the two sentences is that the former is the role of an internal and external coordinator, and the latter is the role of an enterprise in handling internal accidents. Forbidden CityAlthough it is a sub-ministerial unit and a direct unit of the Ministry of Culture and Tourism, due to the special cultural symbols, the uncle guessed that many activities may also be arranged.
Based on the above analysis, the uncle believes that there is a possibility that a third party unit held an event in the Forbidden City. After the incident, the Forbidden City was unable to publicly explain the matter on the one hand, and even did not agree with it ,How to do it? But you are the source of the incident, and it is another Internet celebrity IP, which can only make such a nondescript statement.
For crisis public relations, the uncle often emphasizes 2 points:
First, the statement of crisis public relations is that what is said is not important, what is important is not to be said. There is too much content in the Forbidden City, but it actually says it all.
Second, crisis public relations must be dynamic. At this time, looking at the crisis at this moment may be completely different from tomorrow and tomorrow. If it is said that the response of the day is still timely, but after the public opinion continues to ferment the next day, the Palace Museum chooses to continue to mute, which also represents an attitude.
Second, Mercedes does not need to respond publicly to this matter
The reason is simple, this is not a brand behavior, it is a personal behavior.
Guo Meimei opened Maserati, someone opened Bentley and hit a passerby, all have similar logic. This is different from the Mercedes-Benz female owner crying while sitting on the hood, that is, the user is defending the brand.
Of course, this pair of brands such as Mercedes-Benz with a “show off rich” tag reminds you that if you want to run official events, such as cross-border with traditional IP such as the Forbidden City, you must pay attention to Proportionally, we must have awe of culture and cultural relics.
As for the posters of netizens PS, I don’t think you need to bother about it. However, based on the uncle’s handling of the Xi’an female car owner’s incident with Mercedes last time, Mercedes’ failure to respond may not come from its own strategy, but a passive behavior.
3. How did the Forbidden City survive the crisis?
This question is the hardest to answer, so leave it to the end.
Because the current information is extremely asymmetric, the uncle doesn’t know the whole thing, so in fact, we cannot give a solution, but we can give some directions.
Uncle believes that the Palace Museum needs at least 3 conditions to survive this crisis:
1. The privileged ones have surfaced.
Whether it is an active radical or passive helplessness, someone must carry the “pot” of the Forbidden City to rootThe nature solves the image damage suffered by the Forbidden City in this public opinion. However, from the perspective of practical operations, the uncle found it difficult.
2. Don’t have a new melon before the Spring Festival.
Since you want to continue, you must ensure that no new melons appear before the Spring Festival, and new cases of trampling on fairness and driving privileges. After spending the Spring Festival smoothly, we can remedy it in other ways, but this incident will have a huge impact on the series of marketing events already negotiated during the Spring Festival in the Forbidden City.
3. Reflection and long-lasting mechanism.
The Forbidden City has encountered crisis events such as “Ten Gates”, “Stealing Doors”, “Missing Doors”, “Will Lock Doors”, “Ge Yao Doors”, “Hidden Doors”, “Ancient Books Doors”, ” “Screen door”, “sealed door”, “auction door”, “tax evasion door” … Although some uncles have never heard of it, they generally understand that they all come from management issues. It can be seen that there is always management in the Forbidden City. problem.
It’s just that in the past few years, the People-to-People Communication of the Forbidden City made use of the Internet to make the Forbidden City more lovely and transparent. It truly represents the treasures of Chinese culture that is fun with the people. But from another perspective, the Forbidden City is in After becoming the most well-known and most profitable Internet celebrity IP in China, it reached a peak. The abyss is in front of it. It will fall without attention. Internet celebrities can’t hide the management problems from inside and outside.
Crisis management consciousness and system, many companies have learned about it after suffering, but often, after a while, they do n’t remember. Some companies even think that they are Internet celebrities and fans’ darlings and do not need crisis public relations at all.