2020年(nian)315晚會,危(wei)機(ji)公關總結幾點
這(zhe)(zhe)(zhe)(zhe)是(shi)(shi)(shi)叔(shu)(shu)(shu)叔(shu)(shu)(shu)對(dui)315晚(wan)(wan)(wan)(wan)會(hui)(hui)的(de)(de)(de)(de)(de)(de)(de)(de)簡要評論(lun)。讓(rang)我們談(tan)談(tan)5點。1疫(yi)情(qing)打亂了(le)(le)(le)(le)315生(sheng)態(tai)每(mei)年(nian)(nian)(nian)的(de)(de)(de)(de)(de)(de)(de)(de)315。雖然央(yang)視(shi)財經315的(de)(de)(de)(de)(de)(de)(de)(de)影響力最大(da)(da),但其(qi)(qi)實(shi)背后有(you)(you)一(yi)群利益相關(guan)者(zhe),都(dou)(dou)(dou)期(qi)待著通(tong)過315敲(qiao)打企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)。今(jin)年(nian)(nian)(nian)的(de)(de)(de)(de)(de)(de)(de)(de)疫(yi)情(qing),315晚(wan)(wan)(wan)(wan)會(hui)(hui)延(yan)期(qi)后,官方宣布的(de)(de)(de)(de)(de)(de)(de)(de)時間只(zhi)有(you)(you)兩(liang)三(san)天(tian)的(de)(de)(de)(de)(de)(de)(de)(de)提前量。這(zhe)(zhe)(zhe)(zhe)種(zhong)生(sheng)態(tai)完全(quan)(quan)(quan)(quan)被打亂了(le)(le)(le)(le),但明(ming)(ming)(ming)年(nian)(nian)(nian)呢?可能(neng)會(hui)(hui)有(you)(you)報復(fu)性增(zeng)(zeng)長。2315晚(wan)(wan)(wan)(wan)會(hui)(hui)連續(xu)第(di)(di)二年(nian)(nian)(nian)沒(mei)有(you)(you)廣(guang)(guang)告(gao)。去(qu)年(nian)(nian)(nian)叔(shu)(shu)(shu)叔(shu)(shu)(shu)特別(bie)注(zhu)意(yi)到(dao)央(yang)視(shi)315晚(wan)(wan)(wan)(wan)會(hui)(hui)正式(shi)開始(shi)前,沒(mei)有(you)(you)企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)集中(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)硬(ying)廣(guang)(guang)展示期(qi)。今(jin)年(nian)(nian)(nian)還(huan)是(shi)(shi)(shi)沒(mei)有(you)(you)廣(guang)(guang)告(gao)。對(dui)于公(gong)(gong)(gong)(gong)(gong)(gong)關(guan)人(ren)員來(lai)(lai)說,大(da)(da)家都(dou)(dou)(dou)知道(dao)一(yi)個(ge)潛規(gui)則:如果你(ni)的(de)(de)(de)(de)(de)(de)(de)(de)企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)能(neng)出(chu)現(xian)在(zai)315晚(wan)(wan)(wan)(wan)會(hui)(hui)正式(shi)開始(shi)前的(de)(de)(de)(de)(de)(de)(de)(de)廣(guang)(guang)告(gao)中(zhong),應該是(shi)(shi)(shi)安(an)(an)全(quan)(quan)(quan)(quan)的(de)(de)(de)(de)(de)(de)(de)(de)。當然,早幾天(tian)就有(you)(you)消(xiao)息(xi)可以(yi)(yi)(yi)順(shun)利上畫(hua)了(le)(le)(le)(le)。所以(yi)(yi)(yi)很多(duo)企(qi)(qi)(qi)業(ye)(ye)(ye)(ye),尤其(qi)(qi)是(shi)(shi)(shi)快速消(xiao)費(fei)品(pin)(pin)企(qi)(qi)(qi)業(ye)(ye)(ye)(ye),都(dou)(dou)(dou)會(hui)(hui)為(wei)(wei)(wei)315晚(wan)(wan)(wan)(wan)會(hui)(hui)預留一(yi)些硬(ying)廣(guang)(guang)播費(fei)用,這(zhe)(zhe)(zhe)(zhe)樣(yang)可能(neng)會(hui)(hui)有(you)(you)很大(da)(da)的(de)(de)(de)(de)(de)(de)(de)(de)影響力,但是(shi)(shi)(shi)去(qu)年(nian)(nian)(nian)315晚(wan)(wan)(wan)(wan)會(hui)(hui)最有(you)(you)影響力的(de)(de)(de)(de)(de)(de)(de)(de)公(gong)(gong)(gong)(gong)(gong)(gong)司可能(neng)無(wu)(wu)法(fa)曝光(guang)。清理網貸市場。今(jin)年(nian)(nian)(nian),黑色毛(mao)巾、吃敵(di)敵(di)海參、美(mei)容陷阱和SDK,這(zhe)(zhe)(zhe)(zhe)些都(dou)(dou)(dou)是(shi)(shi)(shi)消(xiao)費(fei)警告(gao),內容比例在(zai)增(zeng)(zeng)加,基本延(yan)續(xu)了(le)(le)(le)(le)去(qu)年(nian)(nian)(nian)的(de)(de)(de)(de)(de)(de)(de)(de)風格(ge)。不幸的(de)(de)(de)(de)(de)(de)(de)(de)是(shi)(shi)(shi),它(ta)沒(mei)有(you)(you)去(qu)年(nian)(nian)(nian)的(de)(de)(de)(de)(de)(de)(de)(de)在(zai)線貸款那么強大(da)(da)。從(cong)目前的(de)(de)(de)(de)(de)(de)(de)(de)傳播量和關(guan)注(zhu)度(du)來(lai)(lai)看(kan)(kan),漢堡(bao)(bao)(bao)王(wang)(wang)是(shi)(shi)(shi)315晚(wan)(wan)(wan)(wan)會(hui)(hui)曝光(guang)的(de)(de)(de)(de)(de)(de)(de)(de)最大(da)(da)明(ming)(ming)(ming)星(xing)企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)。當老公(gong)(gong)(gong)(gong)(gong)(gong)關(guan)人(ren)員或新公(gong)(gong)(gong)(gong)(gong)(gong)關(guan)人(ren)員在(zai)外(wai)面上課(ke)時,他們會(hui)(hui)記(ji)得2012年(nian)(nian)(nian)央(yang)視(shi)315晚(wan)(wan)(wan)(wan)會(hui)(hui)曝光(guang)三(san)里屯麥(mai)當勞店食(shi)品(pin)(pin)安(an)(an)全(quan)(quan)(quan)(quan)問題時,麥(mai)當勞危(wei)機(ji)公(gong)(gong)(gong)(gong)(gong)(gong)關(guan)的(de)(de)(de)(de)(de)(de)(de)(de)快速響應不到(dao)一(yi)個(ge)小(xiao)(xiao)時。這(zhe)(zhe)(zhe)(zhe)也是(shi)(shi)(shi)一(yi)種(zhong)外(wai)國快餐,也是(shi)(shi)(shi)一(yi)個(ge)食(shi)品(pin)(pin)安(an)(an)全(quan)(quan)(quan)(quan)問題。漢堡(bao)(bao)(bao)王(wang)(wang)能(neng)超越(yue)(yue)(yue)麥(mai)當勞的(de)(de)(de)(de)(de)(de)(de)(de)危(wei)機(ji)公(gong)(gong)(gong)(gong)(gong)(gong)關(guan)嗎?現(xian)在(zai),這(zhe)(zhe)(zhe)(zhe)很難。叔(shu)(shu)(shu)叔(shu)(shu)(shu)認為(wei)(wei)(wei)有(you)(you)兩(liang)個(ge)原因:1。響應的(de)(de)(de)(de)(de)(de)(de)(de)效(xiao)率很快。寶駿、漢堡(bao)(bao)(bao)王(wang)(wang)、有(you)(you)趣的(de)(de)(de)(de)(de)(de)(de)(de)頭條新聞(wen),每(mei)個(ge)人(ren)的(de)(de)(de)(de)(de)(de)(de)(de)聲(sheng)明(ming)(ming)(ming)都(dou)(dou)(dou)和模(mo)板(ban)一(yi)樣(yang):高(gao)度(du)重視(shi),成(cheng)立(li)專門小(xiao)(xiao)組,啟動內部(bu)調(diao)查hellip;hellip;2012今(jin)年(nian)(nian)(nian)第(di)(di)一(yi)次(ci),很快,消(xiao)費(fei)者(zhe)仍然吃這(zhe)(zhe)(zhe)(zhe)個(ge),每(mei)個(ge)人(ren)現(xian)在(zai)都(dou)(dou)(dou)是(shi)(shi)(shi)一(yi)個(ge)模(mo)板(ban),似(si)(si)乎沒(mei)有(you)(you)那么有(you)(you)效(xiao),最多(duo)是(shi)(shi)(shi)一(yi)種(zhong)態(tai)度(du)。2、報告(gao)更加扎(zha)實(shi)。麥(mai)當勞在(zai)2012年(nian)(nian)(nian)的(de)(de)(de)(de)(de)(de)(de)(de)危(wei)機(ji)公(gong)(gong)(gong)(gong)(gong)(gong)共(gong)關(guan)系中(zhong)取得了(le)(le)(le)(le)成(cheng)功,最大(da)(da)的(de)(de)(de)(de)(de)(de)(de)(de)優勢是(shi)(shi)(shi)央(yang)視(shi)315晚(wan)(wan)(wan)(wan)會(hui)(hui)報道(dao)質量差。叔(shu)(shu)(shu)叔(shu)(shu)(shu)印象深刻。炸雞掉在(zai)地(di)上,撿起(qi)來(lai)(lai)繼續(xu)賣。這(zhe)(zhe)(zhe)(zhe)種(zhong)曝光(guang)帶(dai)來(lai)(lai)的(de)(de)(de)(de)(de)(de)(de)(de)網絡效(xiao)果適得其(qi)(qi)反(fan)(fan)。人(ren)們認為(wei)(wei)(wei)麥(mai)當勞的(de)(de)(de)(de)(de)(de)(de)(de)食(shi)品(pin)(pin)安(an)(an)全(quan)(quan)(quan)(quan)底線很高(gao),但他們選擇在(zai)曝光(guang)后吃。叔(shu)(shu)(shu)叔(shu)(shu)(shu)今(jin)天(tian)看(kan)(kan)到(dao)一(yi)則新聞(wen),火鍋(小(xiao)(xiao)龍坎)正在(zai)使(shi)用排水(shui)溝油,這(zhe)(zhe)(zhe)(zhe)似(si)(si)乎更符合普通(tong)消(xiao)費(fei)者(zhe)對(dui)食(shi)品(pin)(pin)安(an)(an)全(quan)(quan)(quan)(quan)的(de)(de)(de)(de)(de)(de)(de)(de)認知。那么,漢堡(bao)(bao)(bao)王(wang)(wang)呢?這(zhe)(zhe)(zhe)(zhe)次(ci)曝光(guang)非(fei)常扎(zha)實(shi)。雖然圖片中(zhong)沒(mei)有(you)(you)發霉等場景(jing),但店員對(dui)保質期(qi)等問題視(shi)而不見,成(cheng)為(wei)(wei)(wei)品(pin)(pin)牌(pai)代言人(ren)。基于以(yi)(yi)(yi)上兩(liang)點,叔(shu)(shu)(shu)叔(shu)(shu)(shu)認為(wei)(wei)(wei)漢堡(bao)(bao)(bao)王(wang)(wang)很難超越(yue)(yue)(yue)麥(mai)當勞。5危(wei)機(ji)公(gong)(gong)(gong)(gong)(gong)(gong)關(guan)聲(sheng)明(ming)(ming)(ming)越(yue)(yue)(yue)來(lai)(lai)越(yue)(yue)(yue)相似(si)(si)。拋開萬(wan)科自動放棄(qi)危(wei)機(ji)公(gong)(gong)(gong)(gong)(gong)(gong)關(guan)黃金4小(xiao)(xiao)時,其(qi)(qi)他企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)的(de)(de)(de)(de)(de)(de)(de)(de)危(wei)機(ji)公(gong)(gong)(gong)(gong)(gong)(gong)關(guan)聲(sheng)明(ming)(ming)(ming),從(cong)叔(shu)(shu)(shu)叔(shu)(shu)(shu)的(de)(de)(de)(de)(de)(de)(de)(de)角度(du)來(lai)(lai)看(kan)(kan),確實(shi)越(yue)(yue)(yue)來(lai)(lai)越(yue)(yue)(yue)相似(si)(si)。企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)越(yue)(yue)(yue)來(lai)(lai)越(yue)(yue)(yue)重視(shi)公(gong)(gong)(gong)(gong)(gong)(gong)關(guan),回(hui)復(fu)效(xiao)率大(da)(da)大(da)(da)提高(gao),但套路化的(de)(de)(de)(de)(de)(de)(de)(de)聲(sheng)明(ming)(ming)(ming)越(yue)(yue)(yue)來(lai)(lai)越(yue)(yue)(yue)相似(si)(si)。無(wu)(wu)論(lun)萬(wan)科自動放棄(qi)危(wei)機(ji)公(gong)(gong)(gong)(gong)(gong)(gong)關(guan)黃金4小(xiao)(xiao)時,其(qi)(qi)他企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)的(de)(de)(de)(de)(de)(de)(de)(de)危(wei)機(ji)公(gong)(gong)(gong)(gong)(gong)(gong)關(guan)聲(sheng)明(ming)(ming)(ming)都(dou)(dou)(dou)很難恢復(fu)負面信(xin)(xin)任何負面信(xin)(xin)任何內容。以(yi)(yi)(yi)hicom的(de)(de)(de)(de)(de)(de)(de)(de)角度(du)來(lai)(lai)說,它(ta)都(dou)(dou)(dou)很難恢復(fu)消(xiao)費(fei)者(zhe)和用戶的(de)(de)(de)(de)(de)(de)(de)(de)信(xin)(xin)任何給出(chu)階段性的(de)(de)(de)(de)(de)(de)(de)(de)決策和行(xing)動。但你(ni)看(kan)(kan)到(dao)這(zhe)(zhe)(zhe)(zhe)份聲(sheng)明(ming)(ming)(ming)中(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)三(san)點:把鍋扔(reng)給子公(gong)(gong)(gong)(gong)(gong)(gong)司;第(di)(di)二,不可量化的(de)(de)(de)(de)(de)(de)(de)(de)口頭承(cheng)諾;第(di)(di)三(san),聰明(ming)(ming)(ming),去(qu)年(nian)(nian)(nian)開通(tong)了(le)(le)(le)(le)綠色直(zhi)通(tong)車,數百(bai)封投訴(su)信(xin)(xin),直(zhi)通(tong)車沒(mei)有(you)(you)收到(dao)嗎?看(kan)(kan)似(si)(si)真誠,實(shi)際上充滿了(le)(le)(le)(le)常規(gui),這(zhe)(zhe)(zhe)(zhe)是(shi)(shi)(shi)典型(xing)的(de)(de)(de)(de)(de)(de)(de)(de)危(wei)機(ji)公(gong)(gong)(gong)(gong)(gong)(gong)共(gong)關(guan)系只(zhi)學習皮毛(mao),可以(yi)(yi)(yi)反(fan)(fan)映企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)的(de)(de)(de)(de)(de)(de)(de)(de)價值觀。至(zhi)于萬(wan)科尚成(cheng)沒(mei)有(you)(you)回(hui)應,只(zhi)是(shi)(shi)(shi)搜(sou)索(suo)微博,業(ye)(ye)(ye)(ye)主也制(zhi)造了(le)(le)(le)(le)麻煩,守(shou)衛門的(de)(de)(de)(de)(de)(de)(de)(de)強硬(ying)保安(an)(an),可能(neng)代表。作者(zhe):無(wu)(wu)所不能(neng)的(de)(de)(de)(de)(de)(de)(de)(de)叔(shu)(shu)(shu)叔(shu)(shu)(shu)
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