What is Crisis PR

Crisis public relations refers to the relevant mechanisms for responding to crises. Crisis public relations specifically refers to the organization or enterprise in order to avoid or mitigate the serious damage and threat brought by the crisis, so as to learn, formulate and implement a series of management measures and coping strategies in an organized and planned manner, including crisis avoidance, control, resolution And the dynamic process of continuous learning and adaptation, such as revival after crisis resolution.

Why Crisis PR Matters for Foreign Companies in China

The internal public relations crisis is the major fault committed by the internal members of the enterprise, which has caused huge damage to the enterprise, while the external public relations crisis is affected by some external factors, not only the enterprise, but other organizations and the public also suffer certain loss of interests, such as natural disasters, Government policies, rumors, laws and other factors that are beyond the control of enterprises, in the face of internal and external crises, enterprises need to make adjustments and solutions.

The public relations crisis has the following harm to the enterprise:

• Cause substantial and tangible losses to the enterprise in terms of resources, property and personnel.
• Damage to the company’s brand image, loss of trust from consumers or the general public, resulting in tangible losses.
• During the process of resolving a major and troublesome public relations crisis, the company spent a certain amount of resources and energy, and normal operations were affected.
• It is easy to bring negative influence within the enterprise and cause instability in people’s hearts.

The loss caused by the public relations crisis covers many aspects. For enterprises, serious disasters may even be destroyed, and at the same time, the public relations crisis is very difficult, which is huge for enterprises and public relations personnel. Trials and risks are determined by some of its characteristics.

For example, Nike’s crisis public relations, the morning after Liu Xiang’s withdrawal from the competition, many citizens of Guangzhou were quite surprised when they got the newly released “Southern Metropolis Daily”. There are two large pictures on the cover of the newspaper: one is Liu Xiang’s lost back after he retired from the competition; the other – Zhang is a close-up of Liu Xiang’s perseverance, and the left side is the advertising slogan “Love the game, love to put all the dignity, love to win it again. Come back. Love giving it all, love the glory, love the setbacks, love the sport, even if it breaks your heart.” This is the new advertisement put on by Liu Xiang’s sponsor Nike FireWire. It is reported that Nike put the advertisement in prominent positions in the media in Beijing, Shanghai, Chengdu and other places on the same day, with a rough calculation amount of more than 1.5 million yuan. Within 24 hours of Liu Xiang’s withdrawal from the competition, Nike responded quickly and perfectly launched the crisis public relations.

Therefore, crisis public relations play a vital role in recovering corporate losses and minimizing risks. Many foreign-funded enterprises do not understand Chinese culture, and ordinary crisis public relations cannot achieve very good results. Therefore, professional Chinese local public relations companies are needed to carry out crisis public relations.

How Domatters Will Do Corporate PR

(a)Crisis preparation stage

1. According to the impact of the crisis, quickly establish a crisis management team, which consists of: the person in charge of decision-making, the manager of the public relations department, the manager of the personnel department, and the manager of the security department.
2. The crisis team must first identify the problem and explore the reasons for the crisis through various methods. Dig deeper into the cause of the event. The crisis team should fully understand the facts and make a preliminary report.
3. The crisis team will formulate or review crisis handling plans, guidelines and working procedures, curb the spread of the crisis as soon as possible, and formulate detailed and reasonable handling plans to deal with the current crisis. .
4. The crisis team will unify the caliber of information release, formulate a press spokesman, and make consistent remarks.

(b) Crisis management stage

1. After the crisis occurs, managers at all levels within the organization to the supervisors should obtain the materials for organizing the crisis response event as soon as possible, and carry out corresponding learning.
2. In the process of dealing with time, it will be to discuss facts and seek truth from facts.

(c) The stage of reshaping the image of the enterprise organization

After the crisis public relations, domatters will formulate corresponding sales strategies for the company to ensure the company’s sales as much as possible and reduce profit losses

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