How do express delivery companies do crisis public relations well?

How do express delivery companies do crisis public relations

Baoji YTO couriers went on strike for three consecutive months due to unpaid wages, Zhuzhou Suer employees staggered to death on the street, and Hohhot Tiantian Express Sales Department was unable to Accept the reduction of dispatch fees from the headquarters and cease operations. In the Internet era, some "little things" of express delivery companies often put them at the forefront of public opinion instantly. As the saying goes, a single move can affect the whole body. When a crisis comes, if an express delivery company handles it improperly, it will cause jokes in the industry and become the talk of the industry after dinner. At large, it will cause turmoil among internal employees and damage the company's image. Especially for listed companies, a decline in stock prices will directly lead to heavy losses for the company. How to enable enterprises to survive the crisis. Clever crisis public relations handling is particularly important for express delivery companies. Below is the knowledge I bring to you on how express delivery companies can do crisis public relations well. Welcome to read.

When employees are in crisis, companies play the family card well

The development of express delivery companies is inseparable from pioneering bosses and resourceful think tanks. We are inseparable from the thousands of couriers who measure the city with their footsteps. Couriers are the direct providers of express delivery services. Their living conditions reflect the management philosophy of the company to a certain extent. So for these "walking brand image promoters" "Express delivery companies should pay special attention to this.

On the morning of April 17, 2016, a video of an SF Express delivery boy being beaten up by the car owner for scratching a car quickly went viral on WeChat Moments. Everyone was instantly worried about the living conditions of SF Express couriers. As couriers belong to the service industry, do they have to endure it silently? Faced with this situation, SF Express quickly issued a message that afternoon saying that it had found the bullied boy and said it would take good care of the child. Incidents continue to break out, and many enthusiastic people are waiting for an explanation. On the morning of April 18, SF Express President Wang Wei, who has always been low-key, quickly responded in the circle of friends: I, Wang Wei, declare to all my friends that if I don’t pursue this matter to the end, I will no longer be qualified to be the president of SF Express! One sentence dispelled The cloud of this public opinion storm also warmed the hearts of hundreds of thousands of employees. The so-called enterprises do business and rely on people's hearts. A company like SF Express has grown to such a large scale, and it is rare for Wang Wei to pay such attention to a low-level employee. Can such a company prevent its employees from going through fire and water for it?

Coincidentally, in November On the 20th, before many couriers could get out of the overwhelming pile of packages on Double Eleven, a Soer Express employee said "too tired" and hurriedly passed away. Sol Company quickly responded to the matter through China Post New Media. It recognized the employee's contribution and made appropriate arrangements for his family.

Many times, when we look at a company, we don’t look at how big the company is, how many employees it has, and how many years of profits it has, but whether the boss of the company can bring benefits to its employees. sense of security. Compared with those companies that resort to "contract workers" and "non-staff personnel" whenever something goes wrong, the practices of SF Express and Suer can be said to be a warm trend in the express delivery industry.

Coordinate internal conflicts within the company in a timely manner, and do not let teammates turn into enemies

YTO has just revealed that couriers went on strike due to unpaid wages, and Tiantian Express has also revealed that outlets are dissatisfied with the headquarters reducing distribution Suspension of business due to fees. All these contradictions point to the headquarters, or internally. Once internal conflicts are exposed, not only human and financial resources must be used to solve the problem, but it will also have a negative impact on the company. Once the comrades who were in trouble and fighting in the past become enemies, there will inevitably be the following effects.

1. The image of express delivery companies is damaged. When negative news about a company is exposed, it is obvious that the company's image is damaged. The corporate image is an intangible asset of the enterprise. A good corporate image can bring positive word-of-mouth communication to the enterprise, while a bad corporate image directly affects the long-term development and even survival of the enterprise.

2. Loss of original customers. Once internal conflicts within express delivery companies break out, they will directly affect the service quality of outlets, and poor service experience is a key factor in customer churn.

If the customer's express delivery (property) is not taken seriously, or even causes serious losses to the customer, the customer will turn to other express delivery companies, which will directly lead to the loss of customers.

3. Set a bad example for the company. Under normal circumstances, before a bad incident is revealed, the outlet must have communicated with its superiors or headquarters. It’s just that the communication didn’t get feedback in time or give clear results. No outlet will resort to such extreme behavior unless absolutely necessary. Three feet of ice does not freeze in a day. The problems exposed by the network are only the tip of the iceberg. This tip may conceal more and bigger problems. Strikes at outlets seem to be problems at the outlets themselves, but they reflect management issues at the headquarters and branches. If the headquarters does not learn lessons and take effective measures, there is no guarantee that similar incidents will not occur in the future.

4. Give competitors an opportunity. At the current stage of rapid development of the express delivery industry, a stable network layout is the core competitiveness of express delivery companies. Nowadays, many express delivery companies are closely deploying their outlets to complete the ultimate goal of the "last mile". Unstable outlets will bring hidden dangers to the enterprise. Such outlets will inevitably become the targets of acquisitions by competitors. The outlets that you have cultivated will become your competitors.

5. It causes instability within the company. The company pays attention to the cohesion of the team, and the healthy and steady development of the company depends on the joint efforts of all employees. For express delivery companies, the headquarters, branches and outlets are a whole. Problems on one side reflect the problems of the entire chain, not just a few people. In its external notification of the Baoji crisis, YTO attributed the responsibility to the outlets' own operation and management issues, instead of considering it from the perspective of the headquarters in a broader sense. As soon as the notice was issued, experts and lawyers from all walks of life continued to focus on the issue of wage arrears. It can be seen that it is not advisable to clean up the headquarters at a critical moment. On the contrary, it will cause instability in the hearts of the branches. On the other hand, Sol's prompt and proper handling of the aftermath of the employee's accident and its commitment to taking care of his family members are particularly warm and powerful. This move by Suer not only established a good corporate image for the company, but also made Suer employees feel warm in their hearts.

It can be solved internally with one penny, not on the Internet with one yuan.

The internal conflicts of express delivery companies must first be paid attention to, and radical handling methods must be dealt with at the grassroots outlets. Have a sensitive awareness and can solve it internally with one penny, but don’t solve it with one yuan on the Internet. Once a problem breaks out, companies will become very passive. Even so, a company with hundreds of thousands of people will inevitably have similar problems. Once a problem breaks out, it must be resolved immediately and an explanation given to the public. Minimize the negative impact on the company.

2016 is the first year for express delivery companies to go public. The rapidly developing express delivery industry is becoming more and more transparent in the eyes of the public. Any disturbance in the company is enough to set off a huge public opinion storm on the Internet. Shuangyi believes that untimely and inappropriate crisis management will put enterprises in a very dangerous situation. People's mouths make gold, but accumulation destroys bones. How express delivery companies can do a good job in public relations in the face of a crisis, block the mouth of Youyou, and allow the company to turn the crisis around is a question that all express delivery companies need to think about now. ;