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Crisis Public Relations Or Development Of National Brands

2010/9/11 11:31:00 78

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In August 15, 2010, the expert group of the Ministry of National Health established the name "Shengyuan Dairy". There is nothing to do with infant precocity and milk powder. But who will believe it? Who will take risks with their children? The melamine incident of Sanlu milk powder in September 2008 has caused huge losses to China's dairy brand. Sanlu failed to drag Chinese brands into the mire. Foreign milk powder brands occupy the largest Chinese market in one fell swoop.

Shengyuan dairy just came out of the shadow of melamine, and suddenly fell into the "hormone gate" overnight, nobody cares, who is the beneficiary, or foreign brand.

In the shampoo market, second only to P & G's Head and Shoulders, PANTENE and rejoice ranked fourth, overlord in the Chinese medicine care market, such as Procter & Gamble, Johnson, Hercules, Unilever and other international giants, has become a real "overlord" in this market segment. In July 2010, the overlord was wronged by two oxane and made the international giants such as Procter & Gamble, Johnson and so on.

Who is

crisis

Behind the scenes

In July 9, 2010, fortune published the latest ranking of the world's top 500 in this year. China has 54 enterprises listed above the 43 records in 2009, but most of them are state-owned monopolies.

In the face of another round of gunfire in the world's 500 largest market in the world's largest Chinese market, foreign giants who know all kinds of market public relations "hidden weapons" have turned local brands into cannon fodder. Many enterprises are not killed in the confrontation between real and real guns, but are injured by the public relations "secret devices" of these world giants.

Behind the Sanlu incident, it is reflected that foreign-funded enterprises are becoming more dangerous when operating under professional public relations companies, while local brands display a poor evasive psychology on crisis events, which are eventually abandoned by consumers.

In the beverage industry, which is closely related to consumers, Wang Laoji, overlord and Herborist survived in the cracks of foreign giants. However, the recent overlord and Saint yuan were shot again by the "cold arrow" of their public relations. Although officials have clarified the facts, the consumer's mind is suffering from the bottom line, but they are broken through. The overlord employees' attack on the daily economic news is in the middle of their stupid action, and they find a pretext for the media to drop the rocks.

In the same year, the restaurant giant McDonald's and KFC faced the Sudan red incident immediately, and announced that they stopped selling "dyed red" products. SK- II announced that they should withdraw from the Chinese market, face the contradictions and retreat in order to enter the Chinese market again, which is still recognized by consumers.

Consumption psychology

The corner is not to escape and face up bravely. This is a guarantee of consumer confidence. Enterprises such as Shengyuan, Overlord, Sanlu and others are trying to avoid reality. In the face of contradictions that are vital to life, evasion is a dead end, plus the opponent's falling down to the bottom of a stone, and he must peel off his skin.

Tang Jun's "false academic gate" also exposes the immature public relations of crisis.

This year's newly released global brand value list shows that WAL-MART still ranks first in the world, reaching 41 billion 365 million US dollars, and China's top ranked corporate brand is also 20.

Wang Laoji has sold over billions of dollars, becoming the biggest Chinese beverage filling company, leaving Coca-Cola behind. The king is keeping up with Procter and gamble, and Shengyuan is thriving in the domestic brands. It has become a thorn in the domestic brand, a thorn in the domestic giant, and some unknown public relations "secret devices": a false report is enough to pierce the national brand that does not know this way. The media lacks the eye catching "news" to maintain the circulation and click through rate. At this time, some people have no idea of how to deliver the goods in a timely manner. Once the negative news comes out, the enterprise will send public relations at this time, and it will be a foregone conclusion.

Behind the international tycoons are professional public relations companies who are afraid of chaos.

crisis

In order to show the role of public relations companies, who will pay for it in a calm and calm way? Making crisis is also one of the professional skills of public relations. To calm down the crisis, enterprises need to pay the bill. The essence of public relations is obvious. Local brands rarely set up such an inorganic position, and do not spend too much money in finding professional public relations companies, nor will they create crisis to beat their opponents.

In the early days, apple became a target of public criticism. With the miracle of iPhone4 and iPad listing, the opponent left behind, making a lot of anger, but the "signal gate" became more and more intense. But Jobs solved the problem in a timely manner. The negative speculation of the media continued to stop the sale of iPhone4.

The "BlackBerry", once synonymous with smart phones, was recently banned by many countries because of the security problem. RIM saw that it was not enough to evade and show strong public relations skills to the program, which is worth learning from local brands.

Whether it is Sanlu, Shengyuan, Overlord, Wang Laoji incident, or the crisis of iPhone and blackberry, it is not a simple spontaneous crisis. We can see who is the beneficiaries behind the incident, the black hand is everywhere, why the media will be exposed, where does the news come from? Professional questions and accurate data are only so clear in the industry.

Local brands need to reflect on their own brand maintenance. Without professional public relations talents, it is difficult to maintain a sudden crisis, especially in related industries such as daily use, catering, food and other related industries closely related to consumers. It is imminent to set up a full-time official to maintain the media for senior officials. This is particularly important for growing local brands. In the era of media fragmentation, the news guide of consumers of online media, as a senior public relations person, deeply regretted to see the local brand being shot by public relations "hidden weapon", it is not easy for a national brand to survive in the cracks.

Brands don't believe in tears.

China's cosmetics 140 billion of the huge market, the number of international brands accounted for 30%, sales accounted for 60%, sales accounted for 9, the reason why the overlord was "hidden weapon" injury is the top of the Chinese herbal medicine care, Shengyuan is the leader of China's high-end milk powder, Wang Laoji left behind Coca-Cola, jealousy is inevitable, but there are no preventive measures, by a report from time to time to accumulate years of market and customer handed over to others, brand injury, lamentable.

The success of iPhone4 is the quality of contingency measures and product quality. The dilemma of BlackBerry involves the security of state secrets, and there is still a chance to resolve it.

But for the local brands growing up in the cracks, especially the industries dominated by international giants such as daily chemicals, food products, fast food products, and so on, the local brands without public relations and awareness will be in tears. But consumers do not believe in tears.

Brand is a double-edged sword, and also Xiao He defeat Xiao He, the road of brand maintenance is much less than the Chinese enterprise, the public relations company is not a lot, the public relations company is mercenary, the enterprise has no professional public relations personage to deal with the price of the public relations company to deal with the cost far more than a professional public customs, the public relations is the prevention, day day prevention, daily operation, the public relations are the prevention, must have the ability to give media hot speculation, and the media form resource interaction, not interest association with the media.

The news marketing advocated by the author is a complementary tool for enterprises and media resources to prevent emergencies rather than remedies afterwards. However, the local enterprises obviously do not have such a high level. Only when there is a public relation, can the public relations be useless. After the Shengyuan crisis, the road of local brand growth is long, and the road of public relations escort is learning from the international giants. In recent years, the crisis has always been a national brand.