Crisis Management, Required Course for HR Management
In today’s increasingly fierce market competition, crises threaten our companies all the time, and even some companies that look very powerful, if they do not deal with the crisis, may be like “dominos”, making disaster inThe chain reaction occurred in various fields related to the enterprise, and the collapse was out of hand.
The harsh reality warns us: crisis management should become a required course for enterprises.
Endangered and “brain-turned” There is an orchard named Yange in New Mexico, USA, who suddenly dropped hail and bruised the apples. Just as everyone sighed and sighed, Yange suddenly came to inspiration.He immediately sold the apples to all parts of the country at the original contract price. Unlike in the past, each apple box contained a small piece of paper with a humorous and cordial text: Dear buyers, these applesUnfortunately injured, but please look forward to it, they are frozen masterpieces, which are the unique signs of apples in the plateau region, and you will know the special taste after tasting.
After the buyer tasted suspiciously, he really noticed the unique flavor of apples in the plateau.
As a result, Younger’s apples have sold better this year than in any previous year.
If in accordance with normal thinking, an apple that has been injured by ice extinction has to be dealt with at a reduced price to reduce losses.
However, if innovative thinking is used in crisis management, it can turn decay into magic, so that problematic products can be sold at a good price.
As Sun Tzu said: “The good warrior guides him because of his potential.”
Modern enterprises are facing an increasingly complex and changing external environment, and uncertainty risks are increasing.
Although we can take some measures to avoid risks in advance, no one can be in an absolutely risk-free “Xanadu.”
Enterprises should manage risks by responding to the trend of development and changes in the external environment, detecting various possible risk signs in advance, and adopting countermeasures in advance; when unexpected changes occur in the external environment, they should be calm, and in danger, reduceAll possible resources and means can be used to reduce related losses, and even “rebound the lute” to turn bad things into good things, make up for losses and turn passive into active.
However, many companies usually disdain risk management, or their basic skills in this area are very poor. Once an accident occurs, they are panicked, helpless, and unable to hold back, so that small chaos creates a disaster and creates an uncontrollable situation.
A “Guan Sheng Yuan” incident almost destroyed the entire moon cake market in China, and even a large number of qualified companies at the time declared that their moon cakes were not stale.
But at this time, the confession has become pale and weak.
If there is a problem with the stuffing, we only know the clear facts about the stuffing. This way of thinking cannot solve the sudden crisis.
Does the moon cake have to be stuffed?
If you step out of the strange circle of thinking at this time and immediately produce unfilled moon cakes, there is no need to explain those things that are unclear for a while when the emotional balance of the consumer is tilted, and you can develop a new generation of products ahead of time.
It seems that managing crisis management does require a “brainstorm.”
Don’t wait for the rain to buy an umbrella. There is an old saying in China: “If you have no long-term concerns, you must have near-term concerns.” This is even more true as a company.
Since the crisis broke out, companies should always tighten the string of crisis.
Only by preventing crises in advance and preparing for them can we reverse the crises.
Usually have more crisis awareness, and formulate a few more strategies to deal with various possible crises. When the crisis comes, calm errors will be calmed down. Compared to companies without crisis awareness and crisis strategies, they have actually won.Time difference.
With the development of the market economy, consumers will become more and more mature, and the expectations of corporate social responsibility will become higher and higher, which means that once a company encounters a crisis, it must first overcome consumer tolerance.
If companies want to attract consumers’ tolerance more easily when a crisis occurs, they must truly incorporate the consumer-oriented service concept into every aspect, and have a good reputation in peacetime.
If there is such a credibility basis, then consumers will forgive or agree to downplay the occasional crisis of the company.
Don’t think that a company’s large scale and strength can usually not perform crisis management. In a sense, large enterprises and famous enterprises are more vulnerable to crisis risks.
American management scientist Jeffrey R?
Caponigro pointed out in his latest crisis management book “Crisis Advisors” that companies in the market “first brand”, fast-growing companies and chain companies are 10 types of companies that are most vulnerable to crisis in today’s society.
It can be seen that the more well-known companies need to be more aware of the crisis, and the sooner they should formulate crisis public relations plans, the armor can grasp the initiative when the crisis emerges, seize the opportunity, and overcome the difficulties.
At the end of 2000, the State Drug Administration issued a moratorium on the use and sale of cold medicines containing PPA, including the “China-American-SmithKline” company’s current drugs “Contec” and “Conder” in China.
Although the company’s strength has improved, if the emergencies are not handled properly afterwards, the overall reputation and the operation of other well-known brands of the company (such as “Fenbide”, “Intestinal Worm Qing”, etc.) may have a great impact.
Fortunately, Sino-American Schick usually pays more attention to after-sales service and has a good brand image. In addition, after the crisis, the company carried out effective crisis public relations in a timely manner. They acted quickly and announced the suspension of production and sales of “Contec” and”Kangde” and joined a series of press conferences to inform the media of the latest news. At the same time, it has taken the time to develop and launch a new “Contec” that excludes PPA. The company has even retained most of its market share and is still ahead of consumerOf trust in the interests of others.
Many large foreign companies now have chief risk officers to deal with corporate crises. They have planned and worked on possible situations: a small number of high-level departures, lawsuits, and media reports. Once a problem occurs, they will quickly adopt a plan to solve it.
Domestic enterprises, especially large enterprises, should take action to establish the company’s special external contacts, and he will ventilate and coordinate the company’s internal situation, and maintain close contact with the outside world, especially the media and government departments.
When people are seriously ill, they often spare no expense to find a cure, but if they insist on playing tennis once or twice a week, the probability of getting sick is small.
But even with estimates like the United States, only 50% of corporate presidents say they have a crisis public relations plan. For domestic companies, this proportion is estimated to be even smaller.
“Difficult to find the government” is a tradition inherited by domestic enterprises from the planned economy. How to protect themselves under the conditions of a market economy is a required course for most Chinese enterprises.
Don’t underestimate the concept of crisis public relations. Many Chinese companies are relatively unfamiliar with the concept of crisis public relations or have only a one-sided understanding.In the impression of some companies, “public relations” seems to be just doing propaganda, publishing reports in the media, and giving gifts.
When they encounter emergencies, they always keep silent and “change with constant response”; then they evacuate the relationship with the power department and expect administrative pressure to cover up the matter;It can be seen that both soft and hard are applied, but it is meaningless if it is later “private” or impossible.
In this highly-developed society, everything can spread quickly through the middle. When the audience wants to know the truth of the matter but does not get the information that should be revealed, the public will have various events.It will make black people.
Around the Spring Festival in 2002, the owner of the Wuhan Wildlife Park planned a slapstick “The old cow pulled the Mercedes, and the hammer smashed the Mercedes.” The farce was immediately hyped up by various media.
In this way, consumers express their dissatisfaction with Mercedes-Benz’s after-sales service. Whether their behavior happens to be open to question, no matter where the last reason is, Mercedes-Benz’s shortcomings and mistakes in crisis management have been clearly exposed.
The Coca-Cola company, by contrast, was only accidentally mature in dealing with Belgian poisoning.
In the summer of 2000, when the soft drink sales season came, there were several consecutive incidents of Coca-Cola poisoning in Belgium.
In the face of the crisis, The Coca-Cola Company has not evaded, defended, and even compensated and soothed the victims at a speed and presented a convincing investigation report.
The report frankly acknowledged that the odor of Coca-Cola in Belgium comes from impure carbon dioxide and waste from the bottom of the empty tank. The entire investigation was conducted by experts inside and outside the company, which has strong authority.
Since then, The Coca-Cola Company has recovered all the local Coca-Cola products at any cost. The president of the company, Ai Huashi, personally flew to Belgium to deal with the aftermath and drank a bottle of Coca-Cola on the spot.
This picture of Iwas drinking Coca-Cola symbolizes the signal of crisis resolution. It is spread all over the world through various media. The ban on Coca-Cola is naturally lifted by various countries, and a crisis is so resolved with no danger.
Crisis public relations, especially “fire awareness”.
When a crisis occurs, companies can investigate the truth of the incident in a timely manner and control the spread of the crisis; communicate with the media as soon as possible, show their attitudes, and replace them. This not only shows the company’s understanding of the problem, but also prevents the alternative audiovisual that is not beneficial to the company, To shorten the advancement time and minimize losses.
However, a well-known international brand company such as Mercedes-Benz did not respond to the obvious changes in its own image and affected the incident. Instead, it allowed the branches of the Chinese market to adopt indifference and delay in resolution. The Mercedes-Benz headquarters did not wait until three months later.Coming out, the company’s reputation was greatly damaged.
The latest research by foreign scholars shows that if companies do not formulate a comprehensive public relations strategy in advance, and gradually change the situation in the initial stage of the crisis, the chain reaction caused by the crisis will be an accelerated development process-from the initial economic loss to the painstaking effortThe brand image and corporate credibility of the business are ruined.
In particular, it will bring immeasurable losses and the deadliest blow to businesses.
On the contrary, if the crisis is handled properly, many companies can turn their heads into danger and even “eat a whistle and a wise one”, which will make the management of the enterprise go to a new stage.
Crisis PR is occasionally particularly important when dealing with the crisis.
The purpose of crisis public relations is to reduce the potential damage to the enterprise from the crisis, help the enterprise control the crisis situation, and protect the reputation of the enterprise as much as possible.
Corporate crisis PR requires not only skills and methods, but also the support of ideas.
There is a certain kind of corporate philosophy and there is some kind of crisis public relations.
The core strength of crisis public relations is the company’s business philosophy. With excellent business philosophy, the reason why crisis public relations is easier than ordinary companies is because it always considers consumers and aligns the interests of the company with the interests of the public.Unite.
In the 100-year history of the Coca-Cola company, I don’t know how many crises it has experienced, but it has not overtaken consumers in the event of an accident because it is the “boss” of the global beverage industry.
On the contrary, the Coca-Cola Company has always treated consumers with a humane attitude, whether it is ordinary or in the process of handling crisis events. As long as there is a slight error in its products or services, it can actively apologize to consumers, andIt is not to shirk responsibility by excuse, which reflects the company’s corporate culture of being completely responsible to consumers. As a result, even Coca-Cola’s products or services have certain problems, and they generally gain consumer understanding and forgiveness.
When we think of some domestic companies in crisis, what we often see is the iron general’s door, security guards blocking the reporter’s camera, two helpless leaders who came out of desperation to explain the situation, and questioned reporters.The irresponsible phenomenon, its public relations awareness of crisis and its ability to deal with crises are really dare not be complimented.
For any business, crisis is both risk and opportunity, and the purpose of crisis public relations is to turn risk into opportunity.
Crisis events are handled properly, which can provide an opportunity for enterprises to establish close consumers in an increasingly competitive market and to embody a good image of humane care.
When things have reached a crisis, if companies want to maintain a good image in the minds of consumers, they can only explore solutions after recognizing realistic solutions, rather than blindly seeking reasons for themselves, especially from customers.Go and find out why.
A company’s crisis public relations management mechanism should include two parts, internal and external: from the company’s perspective, a news report or crisis management manager is set up at the top level to specialize in researching and handling strategies and measures for crisis events.
The company’s intermediate leaders (including branch managers in various regions) must have the quality to deal with general frontline crises. When encountering unexpected incidents, they must report to the senior management of the company in a timely manner, and they must be able to fully control the situation of the place., Such as actively dealing with the media and effectively guiding public opinion.
From the outside of the enterprise, companies can generally entrust consulting companies and other intermediaries to overcome their professional experience and maintain a good cooperative relationship with the media. In the event of a crisis, quickly and quickly organize and mobilize the media to launch a publicity offensive, which may spread losses.Minimized.
It is necessary to cut the crisis with a sharp knife. If you do not deal with it in time, it will naturally cause various comments from the public and the public.
Therefore, after the crisis, it is best to use a sharp method to break through the digestion as soon as possible, and don’t let the hot eyes of the public focus on your pain.
Especially for those large enterprises with hundreds of millions of assets, it would be better to “cut small fortunes” than to delay the crisis management, because the loss caused by the reputation sweep is far beyond what a few small money can buy.
Moreover, the crisis has been protracted for a long time, and it has virtually provided competitors with the opportunity to take advantage of it.
Even if you don’t completely ignore or even frame yourself in secret, you should not wait for the conclusion of the lawsuit to solve the problem.
The time for a court to hear a case is inherently short. If the contradictions are complicated or extraneous, the time for judgment will be more difficult to grasp.
And before the case is pending, companies in crisis will frequently become the target of media hype. Whether it is objective commentary or disparaging criticism, after all, short-term exposure is mostly exposed, corporate reputation is inevitable, and market share disappears.
The three group companies that once dazzled the domestic health care products industry were just because they wanted to win the lawsuit of the “Changde Incident”. As a result, the company was stunned by small mistakes.
The root of the matter is that Chen Boshun, a 78-year-old man from Changde City, Hunan Province, was a consumer of “three oral liquids”. In September 1996, his family realized that he drank three oral liquids and died.The company filed a lawsuit in the month, and after a year-long investigation, the Hunan Higher People’s Court ruled that the three companies won.In this year, the news of “three old oral liquids drunk an old man” was reported by 20 media, which caused great social impact.
Although the three companies won, the tragedy of the company’s decline is unavoidable.
In 1997, the three oral liquids were close to 200 million yuan. In April 1998 after the incident, the three oral liquids were only a few million yuan.
After the first trial, the three formal employees were reduced from 150,000 to 20,000, directly losing more than 4 billion US dollars.
In fact, the three strains had enough time and opportunity to avoid this tragedy.
At the beginning of the matter, the plaintiff directly found the three companies and demanded compensation of 200,000 yuan, which could have been a “big deal.” However, the three companies rejected the other party’s claim for compensation and chose to go to court.
How significant is this case of winning the lawsuit and losing the market to the development of the enterprise?
It is wise to take various measures to resolve conflicts in a timely manner while resolving crisis events through legal procedures.
Even if it can’t be resolved at 1:30, the best solution to the crisis should be sought in the process of “talking and fighting”.