Marketing: resolving crisis -- turning negative news of coatings into neutral Report

Core tip: for the public relations people in the paint industry, it has become an unconscious habit to use adjectives such as "leading, innovation, uniqueness, enjoyment, intelligence and frontier"; for the newsmen in the paint industry, "chaos, starting, revealing, secret war, blocking, confrontation, deception, blackscreen, counterattack, ups and downs, truth, Dilemma and exposure" seems to be the most attractive report 。 As we all know, the first is positive publicity of drummer type, and the second is responsible for reporting of Assassin's mace type However, as a professional PR person, we should be clear in the positive Application scope and advantages of roller ceramic coating Recommended introduction: the surface of ceramic rubber plate used for roller ceramic coating is cast into durable rubber plate by hundreds of independent small ceramic pieces Each ceramic piece has raised characteristics Under general conveyor belt pressure, thousands of unique cast bumps can produce positive traction, prevent slipping and extend the service life of conveyor belt roller At the same time, the bottom layer adopts high-quality rubber, which has strong elasticity and can play a good impact resistance role The scope of application of roller ceramic coating is one three six 83857180 (the same as V) 1 Roller coating in extremely harsh working environment 2 The belt joint is not suitable for fixing with iron buckle; 3 It is suitable for leather Paint Home News: for the public relations personnel of paint shipping industry, the use of "leading, innovative, unique, exclusive and intelligent" The adjective "frontier" has become an unconscious habit; for the journalists in the paint industry, "chaos, starting, revealing secrets, secret war, blocking, confrontation, deception, blackscreen, counterattack, ups and downs, truth, dilemma, exposure" seems to be the most attractive report As we all know, the first is positive publicity of drummer type, and the second is responsible for reporting of Assassin's mace type However, as a professional public relations person, we should be clear that there is a broad public relations platform between positive reports and negative reports, which is "neutral reports" It is not alert or exposed, and it is a normal and balanced way of reporting This kind of report is composed of "multiple sources of information" It does not pick up the issue, and it can give the readers the Enlightenment of rational thinking in the chaotic situation This kind of "neutral report" is exactly a large position that public relations people must strive for when dealing with crisis public relations The main reason why negative reports have become popular in the west is the protection of democratic system Although the domestic press is not independent enough, with the changes of media ecological environment brought by the Internet, public opinion has become an irresistible torrent, a force that can not be suppressed by the government, group forces and media The reason why the Red Cross, the Forbidden City, the Ministry of railways, the National Tax Bureau, and the sports management center have been repeatedly stripped of dung and attacked, "bone soup, soy milk, old vinegar, KFC, blood bird's nest, and the backbone of the Republic..." has been repeatedly exposed, not only because the media like to smell and move, but also in the era of "everyone has a microphone", many democratic consciousness has come from grass roots The voice of the class provokes, enlightens and wakes up, and the "collective unconscious doubt" of the masses spreads in politics and business As a professional public relations manager, we know that at present, the way of enterprise transformation of media is going further and further The benefits of media come from the eyeball economy and the support of financial groups In the face of negative news, most media either meet the hot spot or choose to deal with it cold under pressure There are not many media that have the courage to issue the voice of "questioning" and "refuting" against the logic of the people when the crowd is excited and the public opinion is one-sided Therefore, in dealing with such crisis events, it is wise to have the ability to let the media deal with it coldly and to avoid the limelight (such as Foxconn PR) Of course, public relations companies and enterprises that can make the media lose their voices collectively are rare In many public relations cases, we summarize some experiences for reference: 1 Understand the public mood, the direction of public opinion, and the development of the situation 2 Understand the agenda setting of news media 3 Define the news and clarify the facts at the first time, and do not give opportunities to "comment" and "rumor" 4 Build topic circle, strive for news balance and information symmetry, and express opinions on embedded news So, how to build a topic circle and turn "negative report" into "neutral report"? We know that the media often sacrifice the comprehensiveness and depth of news in order to rush the news At this time, if there is no latest development, the media will make articles on "news angle", because good angle news is likely to become exclusive news The same news event, from the government, parties, spectators, supporters, opponents, advocates, beneficiaries, victims and other perspectives, will build different news framework The questions raised by different journalists, the timing of questions, the choice of sources of information, and the determination of topics will carry out different definitions and interpretations for the same event, as well as deliver different voices and produce different communication effects For example, a few years ago, in order to save money, Nantong welfare center in Jiangsu province cut out the uterus of mentally retarded girls At that time, all the people who read the relevant reports rose on the record The media and readers together denounced Nantong Welfare Center for its inhumanity and inhumanity However, when the reader has another cognition and interpretation, the public opinion gradually subsides From the perspective of western developed countries, it is reported that in western countries, the removal of uterus is allowed by law for girls with mental retardation Due to the lack of self-care and self-protection awareness of their physiological cycle, welfare institutions have the right to make such a decision It is such a new reporting angle that makes Jiangsu Nantong welfare institute free from the disaster of extinction under the supervision of public opinion Take the recent soy milk "instant grinding" event as an example KFC, zhenkungfu, Yonghe soy milk and many other enterprises are involved in it The mainstream media publicized and reported repeatedly on the basis of not indicating whether to brew or to grind or cheat consumers From the perspective of professional public relations managers, there are many reports on this event The theme of "negative report" has been changed to "neutral report" Many of them, for example, from the perspective of "the instant soymilk is easy to deteriorate", "the bacteria in the instant soymilk is easy to exceed the standard", "the majority of the instant soymilk in domestic supermarkets contains preservatives", with the help of a third-party source of information from the perspective of nutrition experts, write an article "the nutritional components of the instant soymilk are high and easy to preserve" In fact, most journalists have a journalistic ideal, that is, the professionalism of fully, nationally, evenly and impartially excavating the truth and reporting the news But the reality is that many young journalists (including the mainstream media) have a one-sided understanding of news events influenced by their majors, knowledge and values When journalists and editors have such understanding, the so-called justice is in their hands If they think it is not right or good, they will criticize it Articles that agree with them will be published, and those that disagree will be suppressed Therefore, in the process of crisis public relations, on the one hand, it is necessary to fully communicate in the form of press conferences and media communication meetings, on the other hand, it is necessary to invite third-party authorities to define news and interpret news, and make a voice from different sides and angles In the process of crisis public relations, turning "negative report" into "neutral report" is the key step out of the crisis Paint companies should prevent intelligent cattle from being murdered by pigs Paint market personnel should improve their confidence in the workplace Similar information is planned Jade paint companies need to prepare for the coming peak season of marketing How can jade paint companies do a good job in marketing, and the content is the king? • the younger consumption of jade paint market is an inevitable trend Jade paint marketing: wechat marketing of jade paint enterprises is the most important one for consumers How do dealers think of this year's "double 11"? • the blue ocean campaign of coating e-commerce or the "opening" of coating agents should review why the products can't be sold out What are the new ways to play in the "double 11" home e-commerce decisive battle? • is the life of paint dealers forced to persist or to leave? • how to build a paint home for paint agents to develop distributors is to focus on the news and information of coatings, diatom mud, paint coatings, coating process, fire retardant coatings and coatings, diatom mud, paint coatings, coating process, decoration knowledge and decoration effect map of fire retardant coatings,