The public opinion crisis broke out at Brother Xiong's paper grilled fish store.

Two hours and forty-five minutes have passed.

As a benchmark in the grilled fish industry that has risen in recent years, Xiongge has experienced an unprecedented crisis of public opinion this time.

In recent years, this grilled fish brand has spread all over the country, and this time the crisis-related topics have quickly become a prairie fire on the Internet.

Many fishmeal people who love to eat grilled fish are very sad, a grilled fish boss known for his high-quality service is about to step down from the altar, and look at the paper grilled fish company has now become the target of public criticism on the Internet.

Yanjiao headquarters.

Sun Xuexue and Zuo Turin, the two young and beautiful male brothers, the person in charge of the paper grilled fish, the general manager, and the deputy general manager, are all looking at Dong Mingzhu with a worried brow at the moment, and now they are also their teachers.

Dong Mingzhu has crow's feet on her forehead, and at this moment she is frowning and thinking about how to solve this crisis.

According to her understanding.

There are generally two ways of death in the catering industry, one is slow death, which is a management problem, if it happens, the death process may last for several months or even the previous year, and the second is fast death, that is, there is a problem with food safety and hygiene, and now it is this kind of fast death, Xiongge paper grilled fish may be closed tomorrow in hundreds of stores across the country, so this crisis can be described as life and death!

……

At this time.

Xi Ming in Xia City is also thinking.

As a catering industry, this emergency must not be sloppy to the public like other industries, or play Tai Chi, because people take food as the sky, and the things they eat and drink are greater than the sky, just like the melamine tainted milk powder incident that broke out in 2008.

In that year, melamine, a banned chemical raw material, was detected in milk powder from more than 20 manufacturers in China, causing poisoning of about 300,000 infants and young children, and many deaths. After the incident was exposed, consumers were frightened, and "foreign milk powder" became expensive in Luoyang paper, and at the same time, it greatly damaged the credibility of Huaxia dairy enterprises, and many countries banned the import of Chinese dairy products.

After many years, although the China Dairy Industry Association has continuously issued monitoring reports to prove that domestic milk is safe, consumers are still skeptical, and people dare not risk their children's lives to verify whether the moral standards of those people have been raised to the basic level of human beings.

So, in a society where food is the sky, if the food industry is not frightened, consumers will be frightened and will turn away from you because of fear.

So this time, we can only meet this crisis head-on.

Xi Ming felt that he definitely couldn't hide.

But he will never be restrained, and he can't let those keyboard warriors send the grilled fish on the male brother paper to the altar from now on. Beat the brand of grilled fish on paper to death with a stick!

……

Of course, if there is a problem with your own company, there is no moral immunity.

He needs to deal with crisis public relations in a timely manner, and when he was in the president class, he learned a lot of cases about public relations crisis management.

Many successful crisis communications handles have their own set of principles.

The general line of thought is the 5S principle of crisis PR.

The first is the principle of responsibility, at this time, after the public opinion crisis of Xiongge's paper grilled fish, there are generally two issues that have become the core of public concern: one is the issue of interests, and the other is the issue of feelings.

According to this principle, Xiong Ge must first take responsibility for grilled fish on paper in order to win the trust of the public.

Admit that the rats are scurrying around in the back kitchen of the store, and admit that the improper way of cleaning the dishes.

Whether it is an individual or a business, it is a test of courage to take the initiative to admit mistakes.

Because it's a matter of personal self-esteem and the self-esteem of business managers.

Regarding the public relations crisis, the second principle, Xi Ming also remembers very clearly, sincerity, referred to as the principle of sincere communication, that is, the units involved need to show the greatest sincerity at the first time, take the initiative, and communicate with the public in an all-round way, explain the truth, promote mutual understanding between the two sides, and eliminate possible doubts and uneasiness.

It's a very simple principle, but it's very difficult to communicate with the public.

You must know that it is very difficult for a person to convince a person, everyone has everyone's thoughts and ways of thinking, and if you want to change a person's mind, it is a very difficult thing, unless he approves in his heart, some people approve in his heart, but verbally it is not necessarily agreed with you.

What's more, this PR crisis is an explanation to thousands of people.

More than two hours have passed since the breaking news, and there has always been a saying that public opinion crises are 6 hours of gold and 12 hours of gold. Speed is also important!

Now the information is disseminated through the Internet, this kind of exposure of the food hygiene problems of brand chain restaurants, the degree of spread is extremely fast, in the face of this rapid spread of the way, enterprises need to find and take practical action in the fastest time.

The fourth principle is the principle of system operation, through an effective coordination mechanism, through the system operation to control the situation, so that it does not continue to expand, do not continue to escalate, do not continue to spread.

Thinking of this principle, Xi Ming's mind appeared Dong Mingzhu, the vice president of its group company.

I don't know if Dong Mingzhu has a systematic deployment and careful planning to deal with the crisis, and the last 5S principle is to be considered by authority.

The so-called principle of authority confirmation is generally said that the stone of other mountains can attack jade, and in the face of crisis, we must not fight alone, and we must be good at invoking authoritative or neutral third-party endorsements to break the public's distrust.

Xi Ming wants to solve this public relations crisis based on what the president class has learned.

He felt that it was very difficult to do each of these five principles, although his comprehensive ability had improved a lot, but now he still feels very tricky to solve.

Thinking about such a person, Xi Ming thinks that it is not a way.

He called Sun Xuexue.

Then Sun Xuexue and he said that he was in President Dong's office.

So everyone went on video.

"Mr. Rhino. ”

At this end of the video, the three of them watched Xi Ming appear in the video and shouted in unison.

Xi Ming also simply greeted everyone.

"Good morning, everyone, now that our grilled fish chain has broken out in crisis, you must have seen the news. ”

"Yes, Mr. Xi, after the news is released, we will immediately discuss with President Dong......"

"Have you negotiated any results?!" Xi Ming asked directly and straight to the point, with his staff, he is now less necessary to be polite.

He already has the posture of a boss.

These Xi Ming may not feel anything, but Sun Xuexue and Zuo Turin's early followers of Xi Ming, the feeling is very obvious.

See the big boss for questioning.

Sun Xuexue and Zuo Turin bowed their heads on the other end of the video, but Dong Mingzhu and Xi Ming looked at each other.

Seeing the calm look in her eyes, Xi Ming knew that Dong Mingzhu had experienced many such crises in the past.

Is there a solution.

Vice President Dong is a well-known person!

Sure enough, Dong Mingzhu's eyes flashed and he said on the other end of the video, "Boss, there are two ways to die in the catering industry, one is slow death, which is a management problem, if it happens, the death process may last for several months or even the previous year, but the second is fast death, that is, there is a problem with food safety and hygiene, and Brother Xiong's paper grilled fish may be closed tomorrow, which can be described as a matter of life and death!"

"Well, I know that, you continue. ”

Dong Mingzhu continued, "Nowadays, Brother Xiong's paper grilled fish is facing the problem of food safety and hygiene, which is a very likely way to die immediately. My idea is to transfer our food safety and hygiene problems to the public as something is wrong with our company's management. ”

Xi Ming locked his eyebrows, this Dong Mingzhu said that he was a little confused, it is obviously a food safety and hygiene problem, how to transfer it to a management problem, if it can be transferred, at least it will not let Brother Xiong's grilled fish on paper die?

Looking at her appearance, it seems that she is confident.

"Mr. Dong, do you have a specific plan to solve this public relations crisis?"