Successful cases of corporate crisis management

Successful cases of corporate crisis management (general 8 articles)

Introduction: Corporate crisis management is the most important stage in the corporate crisis management system. Enterprises must quickly formulate the main goals of crisis management. , and implement various principles for corporate crisis management to ensure that companies get out of the shadow of the crisis as soon as possible and return to normal business order. The following are the successful cases of corporate crisis management that I have compiled for you. Let’s take a look!

Successful Cases of Corporate Crisis Management Part 1

ENN Gas Government Public Relations Leak

On January 7, 2009, a netizen published a post on his blog titled "Budget Sheet of Shandong Liaocheng No. 1 Gas". The names, positions and expenses of the officials planned to be maintained by Liaocheng Xinao Gas Company were clear at a glance.

This post titled "Shandong Liaocheng Gas Budget Table" became a hot topic on the website, and the public opinion was in an uproar. After the leak, ENN Gas carried out emergency crisis management:

First, it held an emergency press conference on January 8 to clarify that ENN had never made such a plan and blamed the incident on its competitors. Planning, said it had called the police and warned other media not to report blindly, otherwise they would be held accountable.

The second is to urgently delete negative reports from online media. Most news reports from mainstream portals such as Sina, Sohu, and NetEase have been deleted.

The three pairs kept silent about the inside story of the incident, so the information disclosed to the outside world was announced at a press conference, saying that the incident was planned by their opponents.

Event revelation:

Although the denial strategy adopted by ENN Gas is not ethical, it is correct from the perspective of crisis management. Because no matter how this public relations maintenance plan is exposed, the company's behavior itself has crossed the boundary between corporate ethics and law, so the denial strategy is the bottom line that companies must adhere to - despite feeble denial There will be doubts and criticisms, but at least the incident will be framed at the level of corporate ethics. If admitted, the matter will be escalated to the legal level. Even if the media stops bombarding, Liaocheng officials will make ENN Gas suffer. Successful Cases of Corporate Crisis Management Part 2

Mengniu OMP Incident: From Factual Defense to Value Communication

On February 8, 2009, the General Administration of Quality Supervision, Inspection and Quarantine issued a letter to the Inner Mongolia Quality Supervision Bureau, The letter requested that Mengniu be ordered to stop adding OMP substances to Deluxe milk. This letter caused the media and the public to raise concerns about the safety of Deluxe OMP milk. Some supermarkets took the initiative to remove Deluxe milk from their shelves. A new crisis broke out again.

The outbreak of the OMP crisis has once again plunged Mengniu into the double torment of public condemnation and market failure.

Event revelation:

Faced with all kinds of doubts and criticisms, Mengniu’s only response is that OMP is safe and Mengniu Deluxe is trustworthy. On the surface, Mengniu is in dialogue with the public, but in fact it is in confrontation - the focus of both parties' demands is no longer on the same level.

Numerous past crisis events tell us that facts are always fragile. When a crisis strikes and continues to deepen, the public’s expectation for companies is no longer just that companies wipe out the mirror of facts, but also hopes to Obtain feedback from enterprises at a high value level. In a crisis, the presentation of data and evidence about the cause, development, and consequences of an incident belongs to the factual dimension, while reflection on the incident, apology, communication, and commitment belong to the value dimension.

Therefore, after a major crisis breaks out, if a company only insists on the fact that it is right or wrong, yes or no, yes or no, it will not be able to fundamentally eliminate public anger. Heart-to-heart communication and sincere commitment and actions based on corporate social responsibility are the effective ways to resolve crises. Sincere commitment and actions based on corporate social responsibility are the effective ways for companies to resolve crises.

Successful Cases of Corporate Crisis Management Part 3

Dumex: The destructive power of crisis

On February 11, 2009, it was reported by the media that 48 babies in Zhejiang and other places were drinking Dumex The baby developed symptoms of kidney stones after receiving formula milk, and it was suspected that the milk powder was contaminated, but Dumex issued a statement denying it.

Enlightenment of the incident:

In the midst of overwhelming public skepticism, Dumex’s proud advertising statement is really worrying: people across the country have reported that babies developed stones after consuming Dumex milk powder. , before the report came out about the direct correlation between babies with stones and the consumption of Dumex milk powder, Dumex’s proud advertising statement was actually another way of avoiding responsibility by the company, which aroused the anger of many parents of injured babies. Successful Cases of Corporate Crisis Management Part 4

Johnson & Johnson Crisis: Saving the Market, but Not Trust

On March 14, 2009, Johnson & Johnson was arrested in the United States by a company called the "Safe Cosmetics Movement" Non-profit organization detects toxic substances, causing a stir. Johnson & Johnson's crisis erupted on a massive scale.

On March 24, Johnson & Johnson published advertisements in many media across the country announcing that Johnson & Johnson’s baby products had been inspected by the State Food and Drug Administration and the General Administration of Quality Supervision, Inspection and Quarantine and met China’s relevant quality and safety standards.

In terms of public opinion, Johnson & Johnson has been criticized and criticized. From the perspective of marketing and sales, Johnson & Johnson seems to be lucky: except for Shanghai, most shopping malls across the country have not taken the initiative to remove the products from the shelves, and market sales have not plummeted. Enlightenment from the incident: In the past, Johnson & Johnson has always been a respectable company, because in the past, it has been praised for its sense of responsibility and considering the interests of consumers. The successful handling of the "Tylenol" incident has enabled Johnson & Johnson to successfully win People's hearts.

However, in this crisis, Johnson & Johnson’s strategy was just the opposite - rapid crisis public relations measures preserved market sales, but failed to restore consumer trust. On a well-known domestic forum, a post titled "Johnson & Johnson Almost Disfigured My One-and-A-Half-Year-Old Daughter" quickly gained widespread attention, and the QQ group "Boycott Johnson & Johnson to Protect Your Family" is also growing. The escalating public condemnation on the Internet and the spontaneous alliance against Johnson & Johnson seem to make us feel that another invisible crisis may be lurking. Successful Cases of Corporate Crisis Management Part 5

Shandong Mobile Spam SMS Crisis

The CCTV 315 Party in 2009 exposed that some Shandong Mobile spam SMS messages and leaked user personal information. The news was both expected and completely unexpected.

The problem of spam text messages has been disturbing people for a long time. In 2008, CCTV's 315 Gala exposed and condemned the illegal activities of Focus Wireless, China's largest "junk king". The issue of spam text messages has attracted great attention from all walks of life. In 2008, China Mobile clamored to deal with a batch of SPs and block the source of spam text messages. , turned out to be the biggest promoter and condoner of the proliferation of spam text messages. The joke about a thief shouting to catch a thief finally has the most vivid reality version.

Enlightenment of the incident:

From the perspective of crisis prevention and management, one of Shandong Mobile’s biggest mistakes was the extremely poor news acumen of internal staff and multiple undercover investigations of reporters. In an era where the media is king, media exposure and direct reporting are one of the important sources of corporate crises. In addition to crisis management capabilities, companies should also have strong news sensitivity and clearly know what kind of events in the company will arouse strong interest from the media.

Secondly, Shandong Mobile’s mistakes also lie in the short-sightedness of the enterprise and weak crisis awareness. It allowed employees of subordinate companies to pursue individual interests at the expense of the overall interests of the group, and failed to take strong measures to curb the germination of crisis seeds. .

Successful Cases of Corporate Crisis Management Part 6

Zhangguang 101 Carcinogenic Incident: Emphasis on market sales and neglect of crisis prevention

On March 25, 2009, the Guangdong Provincial Food and Drug Administration announced that it "Beijing Zhangguang 101 hair dye produced by Guangzhou Baiyun District Darong Fine Chemical Co., Ltd. and labeled as 'Beijing Zhangguang 101 Technology Development Co., Ltd.'" is suspected of illegally adding the carcinogen m-phenylenediamine.

After the incident broke out, media across the country reported on it, and the cancer-causing incident of Zhangguang 101 hair dye became the focus of public opinion. On March 27, Beijing Zhangguang 101 Technology Co., Ltd. issued an emergency statement, saying that an inspection in Guangdong found that hair dye containing banned substances was a "counterfeit" that imitated the company's products.

In the description of the incident released to the public, Zhangguang 101’s description of the incident was changed again and again, making people suspicious. Many media also seized on this detail to criticize. This crisis has cast a shadow on the brand image of Zhangguang 101, but it has not yet had a serious impact on market sales.

Event Enlightenment:

Zhangguang 101, as a leader in China’s hair growth and maintenance industry, already has a high reputation and has repeatedly won in the market battle, but it faced a crisis They seem to be at a loss for what to do, and their external and internal response rhetoric and crisis response strategies appear immature. This also reflects the common weakness of many private enterprises: focusing on market sales and neglecting crisis prevention. But as everyone knows, the outbreak of a major crisis event may cause the country that the company has worked so hard to build to collapse in an instant - the tragedy of Sanzhu may always be a pain in the hearts of Chinese private entrepreneurs. The biggest reminder of this crisis to Zhangguang 101 is that a big tree attracts attention, and corporate visibility is directly proportional to the possibility of a crisis. The higher the visibility, the stronger the awareness of crisis management should be. Successful Cases of Corporate Crisis Management Part 7

Wong Lao Kat’s “Add Door”: Inflammation and Elimination

On April 13, 2009, a Hangzhou consumer sued Wong Lao Kat, claiming that he had gastric ulcer It is caused by drinking Wong Lo Kat. On May 11, Yan Weixing, executive deputy director of the Institute of Nutrition and Food Safety of the National Center for Disease Control and Prevention, clarified the status of the red can of Wong Lao Kat: some ingredients and raw materials in Wong Lao Kat are not on the list of both food and medicine stipulated by the Food Safety Law. Among them, Wong Lo Kat was involved in the "Additional Gate" crisis and the storm suddenly set off.

The day after the crisis, the Guangdong Food Association held an emergency press conference, saying that the Prunella Vulgaris formula contained in Wanglaoji herbal tea was legal and there were no additive violations. Only four days after the incident, the Ministry of Health also issued a statement confirming that Wanglaoji herbal tea had been registered in 2005 and recognized the safety of Prunella vulgaris.

Due to Wong Lo Kat’s huge popularity and brand influence, after the “Added Gate” incident occurred, it quickly ignited the excitement of many media. While objective reports were made, various rumors and attacks were also overwhelming. Coming, Wong Lo Kat was under huge pressure from public opinion for a while.

Thoughts on the incident:

The most important reason why the Wong Lo Kat incident subsided so quickly is because of its excellent government public relations. When a company is well-known and influential, any mistake may become the source of attacks or widespread reports. Therefore, companies must do the following three things: strictly abide by industry rules and reduce crisis loopholes; secondly, use marketing propaganda appropriately to avoid Excessive exaggeration to teach others; the third is to actively build brand reputation. Successful Cases of Corporate Crisis Management Chapter 8

China Telecom’s network outage incident: Black humor in the 3G era

Starting at 21:06 on May 19, 2009, China Telecom’s network in 6 provinces Users found that they could not log in to the network. At the same time, Telecom's customer service department began to receive complaints from customers continuously - China Telecom's rare nationwide network outage occurred. At this moment, only two days have passed since the 517 International Telecommunications Day and the large-scale telecommunications promotion to enter the 3G era.

An announcement issued by the Communications Security Bureau of the Ministry of Industry and Information Technology on May 20 confirmed that the cause of the incident was that the domain name resolution system of Baofeng website failed due to a network attack, causing the recursive domain name resolution server of the telecommunications operator to receive A large number of abnormal requests cause congestion. Although the problem was caused by telecommunications broadband, China Telecom was the biggest victim - all public criticism and consumer anger was directed at China Telecom.

Beijing Baofeng Internet Technology Co., Ltd., the party responsible for this incident, issued an open letter in response to the "5.19" network outage incident in six southern provinces and formally apologized to netizens for the incident. However, China Telecom remained silent on the matter, causing Public criticism abounded.

An audio clip of stock investors criticizing China Telecom spread quickly on the Internet. In just a few days, it was reprinted on hundreds of forums, and netizens posted more than 10,000 comments. Many telecom customers affected by the network outage are planning to jointly file lawsuits or claims against China Telecom.

Event Enlightenment:

On the threshold of China officially entering the 3G commercial era, China Telecom used black humor to interpret the embarrassing scene of large-scale network disconnection - and The reason for the network outage is so superficial and simple, which to some extent exposes China Telecom, a latecomer in the 3G era that has made great progress in the 3G era, and lacks the ability to respond to emergencies and system planning.

In terms of negative criticism and guidance of public opinion, China Telecom has shown even more slowness and ignorance - the reality that China Telecom is unwilling to face is that when a major crisis event breaks out, the anger of public opinion will be directed more towards The host rather than the perpetrator. ;