in the office.

Darren. Woods, Agnan, Barkley, and John all looked at Ji Sheng.

Although in their hearts, they don't think that the public relations plan that Ji Sheng can give is better than that of Exxon's public relations team.

But now Exxon has reached a critical moment, and there is no loss in listening.

Ji Sheng is different from what they think, he has just bought crude oil futures with $5 million and 400 times leverage, of course, he hopes that Exxon and the crude oil industry can eliminate this impact, and then let the price of crude oil quickly climb to a fixed level, so that he can make more money.

So he's willing to point out Exxon, not because Vanguard and State Street have promised the business itself.

After a few turns.

Ji Sheng was shocked and said, "The first thing Exxon wants to do is to fire your public relations team!" ”

"Huh?"

"What?"

"Fired the PR team?"

Several people were blinded by Ji Sheng's words.

Darren. Woods was even more speechless: "Ji, are you joking?" ”

Ji Sheng looked at him seriously, "Do you think I'm joking?" ”

Darren. Woods frowned, "What does that mean?" ”

Ji Sheng did not give a positive answer, but said: "In 1986, the compressed air of the liquid plutonium storage tank of the British nuclear fuel company's Selefield nuclear reactor was heavily pressurized, resulting in a plutonium leak. ”

Darren. Woods was stunned, this incident happened two years ago, and when I think about it, it seems to be very similar to their company's oil spill, except that the plutonium leak in Salefield is not as serious as Exxon's.

Barkley and Agnan also looked at each other.

As the saying goes, the lessons of the past are the lessons of the future, and the classic public relations failures that have been remembered for the purpose are still in front of us, and the situation is almost the same, and Exxon still chooses to move forward on the road of failure.

Ji Sheng mentioned this case, which immediately woke everyone present.

He continued, "This is the loss caused by the failure of public relations, let's talk about the success of public relations in the end, do you know about the incident in Ireland? ”

"I don't know." Darren. Woods shook his head.

Barkley guessed, "Is it your Huaxia bike?" ”

"I've heard a little about this, and it's said that Huaxia Bicycle has just entered the overseas market and suffered a setback in Ireland. ”

John seemed to know, too, and listened carefully.

Ji Sheng took over, "Well, at that time, a twelve-year-old girl in Ireland was injured while riding a Huaxia bicycle stroller, guess what happened to Huaxia Bicycle?" ”

"How?" Darren. Woods asked.

Ji Sheng said slowly: "After hearing the report, the general manager of Huaxia Bicycle Company personally rushed to Ireland to deal with the matter, and after investigation, it was found that there were two main reasons for the little girl to fall into a minor injury, first, the road was rough, second, the front wheel steel rim of the stroller was deformed, in addition, the stroller has been sold for more than a year, beyond the warranty period. ”

"Exceeding the warranty period doesn't seem to have much to do with the manufacturer, right?" Darren. Woods' first instinct was to shirk responsibility.

Ji Sheng glanced at him and said lightly: "But Huaxia Bicycle is not what you think, at that time, the media stirred up this matter and expressed doubts about Huaxia products, Huaxia Bicycle immediately made two decisions, first, to bear all the medical expenses of the injured and give a certain compensation, Second, more than 4,000 Irish users purchased the model of the children's bicycle steel rim, a lot of all replaced on the spot, costing more than one million yuan. ”

Darren. Woods and others were a little disapproving, thinking that Huaxia Bicycle Company was wasting money by doing this.

Even Barkley and Agnan thought so.

After all, they are capitalists and only think about interests.

Subsequently, the general manager of the company promised to immediately cause a strong reaction in the local area, "serious Chinese people", "the courage to take responsibility of the enterprise" and other articles repeatedly appeared in the newspapers, the injured little girl and her parents were deeply satisfied with the results of the matter, dealers confidence greatly increased, the sales market stopped falling and rebounded.

When Ji Sheng said this, his voice raised an octave in vain, "A year later, the sales of Huaxia bicycles in Ireland have increased tenfold!" ”

"Oh God!"

"A tenfold increase in sales in a year?"

"Ji, what you said is true?"

Darren. Woods, Barkley and Agnam are among those who have some doubts.

Ji Sheng shook his head at them, "I know that you may not believe the case I said, so I will tell you about the classic public relations case that your country is familiar with." ”

"Which one?" Darren. Woods asked.

The others also looked towards Ji Sheng.

Ji Sheng leaned back on the sofa and said a few words slowly, "Telenore!" ”

The rest of the word was not spoken, but the others suddenly came to their senses.

The success story of Tylenol PR is so classic, how could they capitalists not know about it?

On the morning of 30 September 1982, it was reported that seven people in the Chicago area had died of poisoning from using "Tylenol" brand analgesic capsules manufactured by McNeill Commodity Company, a subsidiary of Johnson's Associates, and that 250 others were said to have fallen ill or died.

At the time, Johnson's associates, the largest pharmaceutical company in the country, broke out, causing a huge panic among the approximately 100 million consumers of the brand of analgesics.

Although it was later determined that the illness and death of these people had nothing to do with the Celenol brand analgesics.

But faced with this situation, Johnson's associates recycled 31 million bottles of these capsules on the market at a cost of more than $100 million, and after a period of investigation, McNeill Commodity Company designed and produced anti-pollution drug packaging to re-market the Tylenol brand analgesic capsules, for which the company spent 50 million dollars to give consumers the repackaged drug for free.

What is the end result?

The Tylenol brand analgesic tablets have been reborn, and the company and its products have once again gained the trust of the public and made more money.

Darren. Woods said, "You mean ......"

"That's right!" Ji Sheng affirmed his thoughts and said: "Don't deal with it with luck when the crisis arises, your company has made several serious mistakes in the process of dealing with the crisis this time. ”

Darren. Woods humbly asked, "Which ones?" ”

Barkley and Egnan, as well as John, listened intently.

"First, they are slow to react and try to evade their responsibilities." Ji Sheng criticized mercilessly: "The results of the investigation have come out, it is the problem of the captain of your company's oil tanker, is it useful for you to evade?" ”

Darren. Woods smiled bitterly: "Indeed, my company has an unshirkable responsibility for this matter. ”

Ji Sheng looked at him, "Second, arrogant and rude, especially in the event of a conflict with local government officials, resist any solution, you must know that such a huge accident occurs, not only the people in your company are anxious, but the local government is even more anxious, if you cooperate with the local government, maybe the cost of dealing with the oil pollution will not be more than now." ”

Darren. Woods was silent, he knew that what Ji Sheng said was the truth.

"Third, you think you can control the situation completely, do you control it?" Ji Sheng asked rhetorically.

Darren. Woods shook his head bitterly, "No. ”

"The fourth and most important point is that you have neglected the opportunity to win the public's sympathy and support. ”

Barkley couldn't help but ask, "What do you mean by that?" ”

Ji Sheng said: "The fact that such a major accident occurred in Exxon, and the leakage of more than 10 million gallons of oil is a huge loss, if the public relations is handled well, and then it is sold badly, do you think the public will not sympathize with Exxon?" People always sympathize with the weak, although Exxon is a strong man, but he has suffered huge losses in this incident, but he is a real weakling. ”

Darren. Woods finally faced up to Ji Sheng's criticism, he looked at Ji Sheng with a serious face, and asked, "Then what do you think my company should do?" ”

John and Egnan also wanted to hear Ji Sheng's opinion after saying so much criticism.

Ji Sheng snapped his fingers, "It's very simple, to put it simply, it is divided into four steps." ”

"Which four steps?"

"First, communicate with the media, don't be afraid to spend money where you should spend money, if you communicate with the media from the beginning, this is an ordinary crude oil spill in the world, but you ignore the media, anger the press, the media all over the world, can you Exxon stop it?"

"What about the second step?"

"The second step, of course, is to communicate with environmental protection groups, and you still don't know what the purpose of those environmental groups is to denounce them? It's nothing more than wanting money, and if you give it all the money and attitude, will those environmental groups still hold on? ”

"And then?"

"Then it's about communicating with the local government and asking them to work together to solve the problem, and when you involve the local government in this matter, you are no longer alone, you understand what it means, right?"

"Understood, anything else?"

"Last but not least, to communicate with the public, you also have to pay special condolences to the workers who cleaned up the oil for Exxon, so that the outside world knows that although they are hard, Exxon attaches great importance to this matter, and the food and accommodation are provided with the best, and I believe that many volunteers will come to visit, you only need to provide food and accommodation for volunteers, and even do not have to pay for workers, so there will be a large number of free workers."

At the end, Ji Sheng looked at Darren with a smile. Woods, "No matter how much you want to take care of the company's interests, but you must have a good attitude of admitting mistakes, and you must also say that everything is in the public interest, and it is best to ask the media to report on the process of cleaning your oil pollution in real time, so that your company can not only deal with the crisis, but also give the outside world a sense of your company's high sense of mission." ”

What does a business rely on to survive and thrive?

To sum up, there are two points, the first quality and the second reputation.

Exxon can do seven or eight billion dollars of assets, product quality should be fine, now the crisis, completely because of the damage to the reputation, as long as the reputation can be successfully preserved, and even turn the crisis into a blessing, so as to build the company's reputation better, how can it not overcome the difficulties?

Ji Sheng finished speaking, and finally said: "You may spend 100 million or 200 million US dollars to go out by doing this, which seems to be a lot of money, but if you don't do this, I dare to assert that it is possible to lose 4 billion!" ”

This data is not nonsense, according to the statistics of modern society, Exxon's inaction has caused the company to lose a total of 4.3 billion!

"Good!"

"Well said!"

Barkley and Agnan clapped their hands, and they couldn't agree more with Ji Sheng's statement.

John also bowed slightly, feeling that Ji Sheng had almost come up with a perfect solution for Exxon.

Only Darren. Woods was silent.

Ji Sheng didn't look at him this time, but said: "I have already thought of a way for you, whether you want to do what I say is your company's business, if you really want to save this crisis, I think you still do what I say, the first thing you do after going back is to fire the public relations team, of course, if you are still obsessed, you can count it afterwards, is it the loss of more than four billion as I said." ”

Darren. Woods took a deep breath, "I trust you, I'll try to convince the board." ”

Ji Sheng didn't know Darren either. Can Woods convince the Exxon board of directors, if it really works, then the price of crude oil will definitely rebound next, and then he can make a lot of money with 400 times leverage, of course, if Exxon is still the same as now, he will not have any losses, nothing more than less money.

Regardless, he still hopes that the Exxon board will listen to his opinion, after all, it is directly related to how much money he can make in the end.