危機公關五大原則，你get到了(le)么

       在(zai)(zai)企業(ye)看(kan)來(lai)，任何負面(mian)(mian)聲(sheng)音都可(ke)(ke)(ke)(ke)能(neng)被(bei)(bei)放(fang)大(da)，導致(zhi)輿論(lun)(lun)(lun)危(wei)(wei)(wei)(wei)(wei)機(ji)(ji)。危(wei)(wei)(wei)(wei)(wei)機(ji)(ji)公(gong)(gong)(gong)(gong)(gong)共(gong)關(guan)(guan)(guan)(guan)(guan)(guan)系(xi)有(you)五(wu)個核心原則(ze)(ze)(ze)：及(ji)(ji)時(shi)(shi)、誠(cheng)實(shi)、克制(zhi)、責(ze)任和(he)善(shan)后(hou)(hou)。現在(zai)(zai)讓我(wo)們來(lai)看(kan)看(kan)它(ta)是(shi)如何運(yun)作的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)！1.比如聯(lian)(lian)(lian)(lian)想，從一(yi)(yi)年多前開始，及(ji)(ji)時(shi)(shi)5G投(tou)票(piao)門(men)(men)事(shi)件爆發(fa)之(zhi)初，聯(lian)(lian)(lian)(lian)想的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)公(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)(guan)不(bu)(bu)知(zhi)道(dao)(dao)為(wei)什么沉(chen)默。直到(dao)(dao)(dao)輿論(lun)(lun)(lun)失(shi)控(kong)，嚴重(zhong)程度(du)上(shang)(shang)升到(dao)(dao)(dao)賣國(guo)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)謠(yao)(yao)言(yan)，創始人劉傳(chuan)志才(cai)出面(mian)(mian)辟謠(yao)(yao)，召集互聯(lian)(lian)(lian)(lian)網(wang)科(ke)技界四方(fang)英雄(xiong)聯(lian)(lian)(lian)(lian)合背書，但(dan)公(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)信任已(yi)經(jing)覆水(shui)難收。聯(lian)(lian)(lian)(lian)想公(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)(guan)失(shi)敗(bai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)根源(yuan)在(zai)(zai)于忽視(shi)(shi)及(ji)(ji)時(shi)(shi)原則(ze)(ze)(ze)。危(wei)(wei)(wei)(wei)(wei)機(ji)(ji)公(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)(guan)被(bei)(bei)稱為(wei)黃(huang)金48小(xiao)時(shi)(shi)。聯(lian)(lian)(lian)(lian)想公(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)(guan)一(yi)(yi)年多在(zai)(zai)做(zuo)什么？2.誠(cheng)實(shi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)視(shi)(shi)覺中(zhong)(zhong)國(guo)公(gong)(gong)(gong)(gong)(gong)共(gong)關(guan)(guan)(guan)(guan)(guan)(guan)系(xi)在(zai)(zai)第(di)一(yi)(yi)次(ci)公(gong)(gong)(gong)(gong)(gong)共(gong)關(guan)(guan)(guan)(guan)(guan)(guan)系(xi)中(zhong)(zhong)失(shi)敗(bai)了(le)(le)(le)(le)。面(mian)(mian)對公(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)輿論(lun)(lun)(lun)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)爆發(fa)，視(shi)(shi)覺中(zhong)(zhong)國(guo)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)第(di)一(yi)(yi)份(fen)聲(sheng)明(ming)稱，它(ta)沒(mei)有(you)商業(ye)版權(quan)(quan)，但(dan)它(ta)立即被(bei)(bei)網(wang)民(min)(min)拋出的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)截圖擊中(zhong)(zhong)。截圖顯(xian)示(shi)，視(shi)(shi)覺中(zhong)(zhong)國(guo)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)客(ke)(ke)戶服務部(bu)門(men)(men)明(ming)確表示(shi)，只(zhi)有(you)在(zai)(zai)購買版權(quan)(quan)后(hou)(hou)才(cai)能(neng)使用黑(hei)洞照(zhao)片(pian)。這(zhe)(zhe)顯(xian)然(ran)涉(she)嫌撒謊，這(zhe)(zhe)違反(fan)了(le)(le)(le)(le)誠(cheng)實(shi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)原則(ze)(ze)(ze)。第(di)二(er)份(fen)聲(sheng)明(ming)還(huan)將(jiang)國(guo)旗和(he)國(guo)徽(hui)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)版權(quan)(quan)扔給了(le)(le)(le)(le)圖片(pian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)上(shang)(shang)傳(chuan)者，顯(xian)然(ran)承(cheng)(cheng)(cheng)認錯誤(wu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)態(tai)度(du)并(bing)不(bu)(bu)真(zhen)(zhen)誠(cheng)。至于第(di)三份(fen)真(zhen)(zhen)正可(ke)(ke)(ke)(ke)以停止損失(shi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)聲(sheng)明(ming)，來(lai)得(de)太晚了(le)(le)(le)(le)，人們不(bu)(bu)在(zai)(zai)乎。看(kan)看(kan)梅賽德(de)斯(si)(si)-奔(ben)馳漏油事(shi)件。事(shi)件發(fa)酵的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)重(zhong)要(yao)原因是(shi)梅賽德(de)斯(si)(si)-奔(ben)馳的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)官方(fang)不(bu)(bu)作為(wei)。唯一(yi)(yi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)聲(sheng)明(ming)是(shi)，事(shi)件發(fa)酵48小(xiao)時(shi)(shi)后(hou)(hou)，其(qi)(qi)內容僅(jin)指示(shi)負責(ze)小(xiao)組趕到(dao)(dao)(dao)事(shi)件現場(chang)。態(tai)度(du)似(si)(si)乎粗心大(da)意(yi)(yi)，充(chong)滿官方(fang)語氣，缺乏(fa)負責(ze)任的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)態(tai)度(du)。梅賽德(de)斯(si)(si)-奔(ben)馳似(si)(si)乎沒(mei)想到(dao)(dao)(dao)會(hui)有(you)一(yi)(yi)個地方(fang)4S該商店的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)權(quan)(quan)利保護案件將(jiang)嚴重(zhong)損害梅賽德(de)斯(si)(si)-奔(ben)馳的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)整(zheng)個品牌(pai)(pai)形(xing)象。危(wei)(wei)(wei)(wei)(wei)機(ji)(ji)公(gong)(gong)(gong)(gong)(gong)共(gong)關(guan)(guan)(guan)(guan)(guan)(guan)系(xi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)五(wu)個原則(ze)(ze)(ze)都不(bu)(bu)能(neng)違反(fan)。特別是(shi)及(ji)(ji)時(shi)(shi)和(he)負責(ze)，直接被(bei)(bei)視(shi)(shi)為(wei)品牌(pai)(pai)對公(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)態(tai)度(du)問題。不(bu)(bu)用說(shuo)(shuo)(shuo)，除了(le)(le)(le)(le)黃(huang)金48小(xiao)時(shi)(shi)外，第(di)一(yi)(yi)份(fen)公(gong)(gong)(gong)(gong)(gong)共(gong)關(guan)(guan)(guan)(guan)(guan)(guan)系(xi)聲(sheng)明(ming)最(zui)(zui)好在(zai)(zai)輿論(lun)(lun)(lun)爆發(fa)后(hou)(hou)12小(xiao)時(shi)(shi)內發(fa)布。就像聯(lian)(lian)(lian)(lian)想最(zui)(zui)近(jin)一(yi)(yi)次(ci)被(bei)(bei)華(hua)為(wei)一(yi)(yi)樣，公(gong)(gong)(gong)(gong)(gong)共(gong)關(guan)(guan)(guan)(guan)(guan)(guan)系(xi)團隊在(zai)(zai)第(di)二(er)天凌晨緊(jin)急公(gong)(gong)(gong)(gong)(gong)共(gong)關(guan)(guan)(guan)(guan)(guan)(guan)系(xi)，第(di)二(er)天互聯(lian)(lian)(lian)(lian)網(wang)技術界的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)媒(mei)(mei)體(ti)和(he)KOL也緊(jin)跟其(qi)(qi)后(hou)(hou)，這(zhe)(zhe)場(chang)危(wei)(wei)(wei)(wei)(wei)機(ji)(ji)迅速解(jie)決(jue)(jue)，可(ke)(ke)(ke)(ke)以說(shuo)(shuo)(shuo)是(shi)一(yi)(yi)場(chang)成(cheng)功(gong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)公(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)(guan)。3.承(cheng)(cheng)(cheng)擔(dan)責(ze)任就是(shi)承(cheng)(cheng)(cheng)認錯誤(wu)，承(cheng)(cheng)(cheng)擔(dan)責(ze)任的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)態(tai)度(du)。例(li)如，在(zai)(zai)視(shi)(shi)覺中(zhong)(zhong)國(guo)，當(dang)輿論(lun)(lun)(lun)爆發(fa)時(shi)(shi)，必須(xu)有(you)第(di)三個關(guan)(guan)(guan)(guan)(guan)(guan)閉(bi)和(he)整(zheng)改網(wang)站的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)公(gong)(gong)(gong)(gong)(gong)共(gong)關(guan)(guan)(guan)(guan)(guan)(guan)系(xi)計劃。它(ta)可(ke)(ke)(ke)(ke)能(neng)不(bu)(bu)愿意(yi)(yi)每天賺錢，或(huo)者優先考慮轉移(yi)責(ze)任的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)態(tai)度(du)。因此，它(ta)被(bei)(bei)網(wang)民(min)(min)稱為(wei)無(wu)擔(dan)，將(jiang)輿論(lun)(lun)(lun)推向(xiang)(xiang)新的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)危(wei)(wei)(wei)(wei)(wei)險高度(du)。4.克制(zhi)原則(ze)(ze)(ze)是(shi)公(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)(guan)對輿論(lun)(lun)(lun)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)態(tai)度(du)必須(xu)理(li)性(xing)。所謂的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)東西可(ke)(ke)(ke)(ke)以亂吃，不(bu)(bu)能(neng)胡說(shuo)(shuo)(shuo)八道(dao)(dao)。在(zai)(zai)互聯(lian)(lian)(lian)(lian)網(wang)時(shi)(shi)代，一(yi)(yi)個非理(li)性(xing)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)公(gong)(gong)(gong)(gong)(gong)共(gong)關(guan)(guan)(guan)(guan)(guan)(guan)系(xi)話(hua)語將(jiang)在(zai)(zai)毫秒(miao)內傳(chuan)播到(dao)(dao)(dao)公(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)耳朵(duo)里，形(xing)成(cheng)一(yi)(yi)場(chang)新的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)危(wei)(wei)(wei)(wei)(wei)機(ji)(ji)。例(li)如，最(zui)(zui)近(jin)，聯(lian)(lian)(lian)(lian)想突然(ran)在(zai)(zai)其(qi)(qi)微信公(gong)(gong)(gong)(gong)(gong)共(gong)賬號上(shang)(shang)傳(chuan)播了(le)(le)(le)(le)公(gong)(gong)(gong)(gong)(gong)共(gong)關(guan)(guan)(guan)(guan)(guan)(guan)系(xi)，并(bing)進(jin)行了(le)(le)(le)(le)討(tao)論(lun)(lun)(lun)5G投(tou)票(piao)門(men)(men)、飛(fei)線(xian)、海外網(wang)上(shang)(shang)購物比中(zhong)(zhong)國(guo)便宜的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)各種(zhong)謠(yao)(yao)言(yan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)真(zhen)(zhen)相，但(dan)招聘黑(hei)人體(ti)質已(yi)經(jing)醞釀了(le)(le)(le)(le)很(hen)長一(yi)(yi)段時(shi)(shi)間，直接被(bei)(bei)網(wang)民(min)(min)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)謠(yao)(yao)言(yan)復。不(bu)(bu)屈的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)聯(lian)(lian)(lian)(lian)想小(xiao)邊脾氣也很(hen)強烈，在(zai)(zai)信息(xi)區和(he)網(wang)民(min)(min)互相爭斗，讓網(wang)民(min)(min)用常識(shi)思(si)考問題，不(bu)(bu)要(yao)練(lian)習自己(ji)。這(zhe)(zhe)樣的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)回答，除了(le)(le)(le)(le)加(jia)劇(ju)沖突，沒(mei)有(you)用。5.善(shan)后(hou)(hou)善(shan)后(hou)(hou)就是(shi)事(shi)后(hou)(hou)具體(ti)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)解(jie)決(jue)(jue)方(fang)案，出臺(tai)方(fang)案要(yao)快，要(yao)有(you)誠(cheng)意(yi)(yi)，沒(mei)有(you)其(qi)(qi)他的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)技巧。五(wu)大(da)危(wei)(wei)(wei)(wei)(wei)機(ji)(ji)公(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)(guan)原則(ze)(ze)(ze)，應對品牌(pai)(pai)危(wei)(wei)(wei)(wei)(wei)機(ji)(ji)無(wu)出其(qi)(qi)右。如之(zhi)前海底撈后(hou)(hou)廚(chu)老鼠事(shi)件，被(bei)(bei)媒(mei)(mei)體(ti)披露海底撈后(hou)(hou)廚(chu)有(you)老鼠橫(heng)行的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)問題后(hou)(hou)，當(dang)天下午海底撈就連發(fa)兩份(fen)道(dao)(dao)歉聲(sheng)明(ming)，承(cheng)(cheng)(cheng)認所曝(pu)光的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)問題屬實(shi)，表示(shi)十(shi)分愧疚，向(xiang)(xiang)顧客(ke)(ke)表示(shi)歉意(yi)(yi)。同時(shi)(shi)公(gong)(gong)(gong)(gong)(gong)布整(zheng)頓措(cuo)施，涉(she)事(shi)門(men)(men)店停業(ye)整(zheng)頓，全(quan)面(mian)(mian)徹查，并(bing)將(jiang)全(quan)部(bu)門(men)(men)店的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)后(hou)(hou)廚(chu)實(shi)行可(ke)(ke)(ke)(ke)視(shi)(shi)化操(cao)作，將(jiang)媒(mei)(mei)體(ti)和(he)公(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)所有(you)建議納入整(zheng)改措(cuo)施。危(wei)(wei)(wei)(wei)(wei)機(ji)(ji)公(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)(guan)得(de)到(dao)(dao)(dao)了(le)(le)(le)(le)媒(mei)(mei)體(ti)和(he)公(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)支持和(he)理(li)解(jie)，而不(bu)(bu)是(shi)堅(jian)持這(zhe)(zhe)個問題。危(wei)(wei)(wei)(wei)(wei)機(ji)(ji)公(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)(guan)及(ji)(ji)時(shi)(shi)、誠(cheng)實(shi)、克制(zhi)、責(ze)任、善(shan)后(hou)(hou)，被(bei)(bei)稱為(wei)成(cheng)功(gong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)危(wei)(wei)(wei)(wei)(wei)機(ji)(ji)公(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)(guan)案例(li)模(mo)式。

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