1, the crisis public relations planning book needs to learn to analyze the problem: the last straw that crushed the camel is not the essence of the problem.
When a crisis breaks out in an enterprise, the contradictory image appears in front of all public relations people. When a problem breaks out, if the corporate public relations person only works out a solution from the problem itself, the result will often be unsatisfactory. Every time an enterprise breaks out, the trigger is not intentionally caused by a single original, but is intertwined by many complex factors. Therefore, analyzing the problem is to analyze the problem in a "cocoon peeling" way.
1. Crisis public relations planning book needs to analyze the problem of the event itself: "the last straw" is not the key, but it is the "boundary".
First of all, after the problem breaks out, it is beyond doubt that the cause of the problem must be taken as one of the basis for planning the crisis public relations solution. Secondly, although the problem broke out, the reason may not be just what we saw in front of us. The enterprise problems broke out in this incident, so the problems that broke out in this incident can be used as the "boundary" of enterprise self-supervision.
② "Remove" the descriptive content of the problem itself and analyze the "opposing elements" of the problem.
After the basic problem of the event is solved, the next step is to explore its essential content through the phenomenon of the problem. In fact, many times, too many words describing events may move the key to our analysis. But the key contradiction that caused the problem was actually hidden in the outbreak of the incident.
Therefore, the advanced way of problem analysis is to express the events that caused the crisis in words, and then extract the core contradictions that caused the problem. For example, it is the contradiction between the brand and the audience's interests caused by products, or the audience's dissatisfaction with the enterprise caused by service problems. In these incidents, the problem of the product itself is the direct content that the public can see, and the problem of audience trust and the problem of audience interest protection caused by the product problem are the essential "opposing elements" of the incident.
(3), return to the enterprise itself, find their most essential problems.
When the enterprise crisis breaks out, no matter how absurd and unreasonable the cause of the crisis is, enterprises should start from their own problems and dig out the essence of the problem when analyzing the problem. The way to find the reason to blame others (customers) is the least desirable.
2. The content of the crisis public relations planning book needs to include the formulation of the solution to the problem.
(1) Implementation of crisis public relations plan: refers to the plan that can effectively solve the existing problems.
This part is to solve the core contradiction. It is often said that solving problems requires novel ways or unique ideas. But in many cases, if we just pursue these formal "exquisiteness" and ignore our own problems, it is a way of scratching.
(2) The content communication part of the crisis public relations planning book: It means that after the crisis public relations planning book can actually solve the problem, it needs to spread the relevant content through communication channels to increase the practicality and influence of the plan. This step is also an important way to effectively maintain the relationship between enterprises and audiences.
If the implementation of the plan is regarded as the basis of the whole crisis public relations strategy, then content communication is an important "means" to make the strategy effective. Public relations refers to public relations; Crisis public relations refers to the crisis in the relationship between the enterprise and the audience or the oppressed object. At this moment, what is most needed is to solve these problems correctly and accurately. At this time, the importance of communication is particularly critical.