Crisis management and crisis prevention management have become a new topic of increasing concern, and organizations should take effective measures to actively deal with the crisis.
(1) crisis
1。 Crisis prediction analysis
Crisis management will predict and analyze the crisis, development and change before effective control is implemented. The contents of the forecast include: what crisis has occurred, what crisis may have occurred, and the nature and scale of possible impacts from various aspects.
Public relations personnel need to prioritize the classification of crises according to the specific situation of the organization: one is that such crises are possible, such as product quality, media relations and environmental changes, and the other is possible, but unlikely, such as theft. It is rare for a partner to default to Class C, but it is not impossible, such as product poisoning and water pipe burst.
2。 Make an emergency plan
Pre-crisis preparation-making a comprehensive plan and immediately responding to crisis events is an effective measure to reduce harm. The plan should include different ways to deal with different types of crises, and arrange suitable candidates to deal with all kinds of problems after the crisis and financial crisis. At the same time, let these people know their responsibilities in advance and take different crisis response measures. This work also involves other departments, so it is often difficult to be independent of public relations.
3。 Establish a crisis management Committee
Committees and organizations set up by large and medium-sized organizations to ensure the smooth handling of crises. The crisis management committee should include leaders of organizations, personnel managers, engineering managers, security personnel, public relations managers and leaders of logistics departments. If the organization has branches, each branch, subsidiary and branch should send a representative to participate in the committee, so that when problems arise, they can take coordinated actions quickly, especially when the branches also produce the same products, use the same necessary quality standards, use the same procurement and sales channels and have the same organizational image.
(1) predict the crisis trend comprehensively, clearly and accurately, and determine the handling strategies and steps; Organize the deployment of existing human, financial and material resources, and clarify and implement the responsibilities of the crisis management Committee: tasks; Start the communication network, smooth contact with the media, guide and coach the target public, and complete all the work in the process of crisis management.
(2) Equipment and materials that the Crisis Management Committee should be equipped with: adequate communication equipment (including internal and external telephone and radio communication tools) and various drawings (building plan, construction drawings, water and electricity circuit diagram, residential location diagram, etc. ), the address of the important personnel in the employee roster, contact telephone numbers, emergency rescue vehicles and personnel, all kinds of special equipment, etc. To ensure that the crisis management is carried out in an orderly manner.
In addition, according to the content and possible development trend of the crisis, only professional and experienced public relations experts can help the organization control the disaster crisis.
4。 guidebook
Print crisis management, crisis early warning and crisis situation, publish brochures, use easy-to-understand language and appropriate measures, which can be accompanied by schematic diagrams, and then distribute these brochures to all employees. It may also lead to various forms of staff, such as videos, cartoons, slides, etc., to give a comprehensive introduction to the financial crisis, so that all staff have sufficient understanding of the possibility of the crisis and coping mechanisms.
At present, there are still many employees who do not pay attention to this work for a long time, do not understand the possible crisis, and do not know what measures should be taken to rescue and protect once the crisis occurs, which is very dangerous.
5。
Establish a relationship to deal with crisis, predict the possible crisis of the organization, contact all units to deal with crisis, and establish a cooperation network when the crisis comes. These units include a hospital, fire brigade, public security department, scientific research units related to the nearby garrison, brother units in the same industry, insurance companies, banks and so on. In normal times, we should communicate with each other to let them know the basic situation of the organization and what help they will seek in a crisis.
6。 Internal training is an important factor in public relations.
Coping with the crisis, but because the impact of the crisis will not happen frequently, most employees lack experience in dealing with the international financial crisis. Short-term courses can be held to train public relations talents, including: simulating crisis, allowing students to react quickly and exercising their ability to face crisis and deal with problems; In this case, provide them with all kinds of crisis management, let them learn from all kinds of events, and help them prepare for all kinds of crises. Crisis is unpredictable, therefore, crisis management should be continuous, and various programs, plans and training should not be done once and for all. We should constantly bring forth the new and should not seize any opportunity.
(2) Crisis
1。 The organization should inform all known information to political and community leaders at the first time to seek their understanding and support.
This kind of special citizens are generally in a position of power, such as government departments, competent departments, industry experts, professional organizations, consumer associations and other social organizations. If they maintain good communication and understanding with them, they will get their understanding and support (at least not organizations accused of being opponents). In addition, this kind of public may be in crisis, and the information from the second source, because the influence of information organizations and the public can not be ignored, may often be the opinions of crisis politics and community leaders, and management can play a decisive role.
2。 Investigate and publish the truth as soon as possible and clarify the facts.
In the crisis, social organizations and the public are helping the victims quickly and telling the public the extent and latest situation of mitigating the crisis as soon as possible. At the same time, we should find out the root of the crisis as soon as possible. If organizations have their own reasons, they should have the courage to take responsibility and apologize to the public. Due to the influence of other factors, facts and telling the public have relieved the pressure of organizing themselves.
Here, trying to invite the technical authority in crisis intervention, the truth and feasibility study of accident investigation can enhance the credibility of information, especially good information, to reduce rumors and seek the understanding of the media and the public. Unfortunately, many enterprises often fail to treat social activists, industry experts and professional institutions correctly. Those who are forced by criticism and suggestions, so-called legal and scientific, are busy washing as soon as possible, but give people a suspicion of being more passive in order to avoid responsibility, regardless of social interests.
3。 Handle the death toll in the crisis carefully.
Is the so-called human life. After the casualties, organizations paid enough attention to the important compensation and fully realized the delicate state of the families of the victims in the crisis.
Third, crisis management ability
Crisis management can reduce the threat of crisis, but it may end the crisis. How to deal with the crisis once it happens?
(1) (1) To quickly grasp the overall situation of crisis public relations, we must first find out what it is, when, where, what happened and what caused the accident, and quickly identify the basic situation of the crisis according to these points. If possible, the investigation can be carried out according to the coordination of witnesses.
(2) Quickly come up with the original plan and implement it. Estimate the possible consequences and effects of the crisis, such as the degree of casualties, what kind of hospital treatment should be sent, the degree of equipment damage, the damage of public facilities and other property losses, and find the most effective way to control the situation quickly.
(3) Check the scene of the accident. The crisis continues to develop or has been effectively controlled. Control the further development of the situation, find out the reasons quickly, know how to control the development, and find a solution to the crisis.
(4) The forecast development prospect of accident crisis, the existing solutions, such as the effect and possible impact of not stopping implementation, how to develop and what new problems will be caused.
(5) Witnesses to the accident should keep in touch, write down their names, units, addresses and ID numbers, and request the public security organs to provide assistance when necessary.
(6) Protect the scene and collect material evidence. In case of accidents or other accidents caused by product failures, material evidence should be collected in time, and experts should be organized for testing and judgment. Before the results come out, if there is any doubt and an accident is caused, notify the sales department to stop selling the product. To do this, first of all, don't be too quiet and don't cause unnecessary image damage. At this time, it is necessary to analyze the specific problems. Basic public countermeasures
(2) The crisis after the accident will involve various social interests and should be handled separately.
1。 insider
First of all, we should organize countermeasures according to the accident situation and tell all employees that their work will tide over the difficulties together. Secondly, if there are casualties, the family members should be informed immediately, and conditions should be provided to meet their myopia and condolences, and medical care and pensions should be organized by special personnel; Equipment loss requirements should be cleared in time.
2。 first
Accident victims, victims should clearly apologize, be careful to contact them, listen to the opinions of victims and their claims for peace. At this time, even if their opinions are not completely reasonable, don't debate and discuss immediately. Even the victims themselves are responsible for the accident, they should immediately investigate or make trouble outside the door, or take legal action immediately. Then, they should exchange views frankly and calmly, give reasons for shirking their responsibilities, organize defense and avoid image dialogue. It should also be noted that in the process of handling accidents, under special circumstances, personnel should not be replaced, and they should be responsible for handling incidents and visiting victims, so as to maintain the consistency of handling and business continuity.
3。
According to the government's climate tongue, it represents the public interest and they have a correct understanding. They think it is necessary to know or disseminate information. Here, the key to an open and frank attitude and a positive news media is to handle the relationship with the media. Only in this way can we gain the trust and support of friends in the press, not to mention the communication between the organization and the public. Only through the support of the media, possible social organizations will be very happy, and the media can communicate at a deeper level.
4。
The superior department in charge of the crisis and the immediate superior report in time, and cannot pay lip service to it, distort the truth and confuse the audience.
In this process, it should be developed, processed and controlled regularly, and another consequence should be reported after their boss. After the accident treatment, the details, solutions and future preventive measures, and the responsibilities that the organization should bear, form a comprehensive report and send it to the higher authorities.
5。 enterprise community
Organize the public relations department to apologize to the local residents for the losses caused by the community, fire and poison leakage, and apologize at home according to the nature of the incident. Publish an apology advertisement in the newspaper of the last country or place, and give economic compensation until necessary. Apology advertisements should tell the public what they need to know, which clearly shows that the organization dares to take responsibility, knows our mistakes and will change its attitude.
In addition, the crisis in this field, if necessary, should be sent to the relevant units for handling. In the Fei Xia incident, when they heard that their products were exposed by the media, they immediately sent people to Beijing to understand the situation, clarify the facts and take responsibility.
6。 How to deal with rumors