Model essay on crisis public relations planning 1
I. Introduction
Herbal tea is a kind of herbal tea in Guangdong and Guangxi, which has the function of clearing away heat and dampness? Medicinal tea? . Among many time-honored herbal teas, Wang Laoji is the most famous. But it happened in 2009? Add a door? Event: Ye, a citizen of Hangzhou, often stays up late and works overtime, which is easy to get angry. At the beginning of April 2009, Ye saw from the advertisement that Wang Laoji declared: If you are afraid of getting angry, please drink Wang Laoji. So, he buys it every day? Wang Laoji? Drink it. Crisis public relations planning book. But not long after, Ye Chao felt sick in his stomach, so he went to see a doctor. Results The doctor diagnosed gastric ulcer. According to the doctor's analysis, does gastric ulcer often drink with it? Wang Laoji? This drink has something to do with it Do you get angry after staying up late? Virtual fire? , drink? Wang Laoji? Not only can it not be alleviated, but it will aggravate the condition. A blog post by Ye pushed Wang Laoji to the forefront and announced that he would work with? Afraid of getting angry and drinking Wang Laoji? In court, on May 1 1, the Ministry of Health announced that herbal tea Wang Laoji contained ingredients that were not included in the List of Edible Chinese Herbal Medicines published by the Ministry of Health, aiming at Prunella vulgaris in the formula.
Because Wang Laoji's popularity and brand influence are great, add a door? After the incident, it quickly ignited the excitement of many media. While objectively reporting, all kinds of rumors and attacks were also overwhelming, which made Wang Laoji bear tremendous political pressure for a time. Therefore, we plan this activity to eliminate? Prunella vulgaris? The negative impact of the incident on Wang Laoji.
Second, the investigation and analysis
(A) Advantages
Are you online? Prunella vulgaris incident? After the incident, Wang Laoji Company owned:
1. Brand advantage: As a traditional beverage with a drinking history of over 180 years, Wang Laoji inherits the traditional health-preserving culture of China for thousands of years, and also inherits the traditional cooking techniques in the production process of modern society, and is made by extracting, blending and pouring herbal essence through modern technology. Its raw materials are all from herbs and do not contain any synthetic additives. Crisis public relations planning book. Taking the concept of health preservation and natural plants as raw materials is more in line with the demands of modern people's lives and has become the main choice for consumers' daily drinks.
2. Advantages of national mental resources: China is most likely to build a number of world-class brands in porcelain, liquor, tea, Chinese catering and other industries, and Wang Laoji is expected to set an example for China enterprises to build world-class brands.
3. Factory layout advantage and channel terminal power: Wang Laoji's factory layout advantage and channel terminal power are the main reasons why his competitors can't match.
4. with what? Healthy, cool and green? The beverage characterized by plants has become a prominent force in the current beverage market. Compared with previous years, carbonated drinks are no longer the main choice for consumers, and more and more consumers are aware of the nutritional value of plant-based drinks. As an independent new category alongside carbonated drinks, fruit juice and tea drinks, the consumption growth of herbal tea in recent years is quite amazing. The performance of the red pot Wang Laoji is particularly outstanding. According to ac Nielsen data, in the first quarter of 2009, Wang Laoji grew by more than 70% year-on-year and became one of the best-selling beverage brands in the market.
It is precisely because of these advantages that there is still 4 1 after the Prunella vulgaris incident. 72% people maintain a loyal, trusting and supportive attitude towards Wang Laoji. But herbal tea is national after all? Cultural relics? Resources, but if Wang Laoji wants to develop for a long time, he must clear them? Stumbling stone? .
(2) Problems
Some time ago, some people claimed that drinking Wang Laoji had a gastric ulcer, and the Ministry of Health also initially indicated that Wang Laoji was suspected of adding Chinese herbal medicines? Prunella vulgaris, at the press conference of the Ministry of Health on cracking down on illegal food additives, Yan, executive deputy director of the Institute of Nutrition and Food Safety of China CDC, said that some ingredients and raw materials in Wang Laoji herbal tea were not included in the list of Chinese herbal medicines allowed to be eaten announced by the Ministry of Health. With the deepening of food safety issues, Prunella vulgaris? The incident will affect Wang Laoji's brand image, consumers will question the safety of his products, brand loyalty will be reduced, some regional distributors will demand returns, some markets will be removed, sales will drop sharply, and all kinds of rumors and attacks will be overwhelming. Wang Lao Ji was pushed to the forefront of the debate.
(3) Opportunity point
Later, after detailed investigation and study by the Ministry of Health and other departments, it was found that Prunella vulgaris was indeed a safe medicinal material, although it was not included in the list of edible Chinese medicinal materials published by the Ministry of Health. Therefore, Wang Laoji has the opportunity to develop and become more and more prosperous. However, because some consumers have some misunderstandings about Wang Laoji, it is necessary for us to plan some activities to eliminate these misunderstandings, alleviate Wang Laoji's crisis and reshape Wang Laoji's safe and healthy image.
Third, the goal of public relations
The goal of this public relations activity: clarify the facts, eliminate customers' doubts, and reshape the safe and healthy image of Wang Laoji.
Fourth, the theme of the event
Safety and quality, health * * *
Verb (abbreviation of verb) implementation of public relations plan
In order to realize the enterprise? Clarify the facts, dispel doubts and reshape the image? First hold a press conference, and then use the content of this conference to promote it on Sina, Sohu, Tencent and other networks; At the same time, in order to eliminate the negative impact of this incident and expand sales, we will also hold a big secret and lucky draw of Wang Laoji formula in the later period.
Activity (1)
We should clarify the facts of the Prunella vulgaris incident and gain the recognition and support of the government and authoritative experts and scholars in society.
Activities: Join Guangzhou Food Association, Ministry of Health and other authoritative departments to hold a press conference and invite famous health experts and Chinese medicine scholars to discuss.
Target audience: CCTV, some consumers.
Time: 20xx65438+1October 65438+June.
Venue: Beijing Great Wall Hotel
The specific process of the activity:
Media reporters will enter the venue in turn, and the staff will distribute relevant materials for the media reporters. After the person in charge of the enterprise, relevant leaders of the Ministry of Health and some experts and scholars are present, the host will announce the official start. The host introduced the leaders and guests attending the meeting, and the relevant leaders of Wang Laoji Enterprise explained the relevant background and purpose of the meeting to the media reporters attending the meeting. In response to the Prunella incident, please ask the relevant spokesperson of the Ministry of Health to issue an authoritative statement on Prunella as a legal additive, saying that Prunella has been filed in the Ministry of Health, and Wang Laoji herbal tea is protected by national laws. It was solemnly declared at the meeting that Wang Laoji herbal tea beverage was produced and operated in strict accordance with relevant state regulations, and there was no problem of illegally adding non-edible substances (Prunella vulgaris). As a national intangible cultural heritage, the dietary cultural heritage of Guangdong, Hong Kong and Macao must be fully protected. On-site Chinese medicine scholars and experts comprehensively explained the efficacy of relevant Chinese herbal medicines contained in Wang Laoji's formula, so that consumers can have a comprehensive and healthy understanding of Wang Laoji.
After the leaders and guests explained, the press conference entered the stage of free questioning, and invited journalists and some consumers commented on Wang Laoji. Prunella vulgaris incident? Ask related questions. Wang Laoji's business leaders, relevant spokespersons of the Ministry of Health, experts and scholars answered reporters' questions to clarify the misunderstanding of enterprise products for consumers.
After answering the questions, the business leaders thanked the invited guests, scholars, media reporters and consumers, and the host announced the end of the conference.
Reporting stage and regional division:
CCTV reported Wang Laoji's press conference to clarify the facts. This authoritative media will dispel customers' doubts very well, and other local media will follow up to clarify Wang Laoji. At the same time, the authoritative media immediately published Wang Laoji's clarification report on the front page.
Activity (2)
We use the information resources of the press conference just held, and choose mainstream portals such as Sina, Sohu and Netease to publish news reports and related advertisements of Wang Laoji to clarify? Prunella vulgaris incident? Facts, and attach a series of measures taken by Wang Laoji enterprises to eliminate doubts in consumers' hearts. The majority of netizens will see the efforts made by Wang Laoji enterprises to safeguard the legitimate interests of consumers. Let consumers know more about Wang Laoji, truly position Wang Laoji as a safe and healthy product from the heart, improve consumer loyalty and increase sales at the same time.
Activity (3)
Keep? The secret of Wang Laoji's formula? Activities and lucky draw
Target audience: consumers in prosperous areas of Beijing, Shanghai and Guangzhou.
Time: 20XX February 1? 20XX April 1
Location: Large supermarkets and stores in Beijing, Shanghai, Guangzhou and other cities.
The specific process of the activity:
(1) Wang Laoji formula for customers who buy Wang Laoji, Beijing Wangfujing Department Store, Shanghai Lianhua and Guangzhou Zhongtian Shopping Plaza? And then what? Health knowledge? A desk calendar (six bottles are bound to send a desk calendar, which is printed with the functions of various Chinese herbal medicines in Wang Laoji's formula and the precautions for people with different constitutions).
(2) Hold lucky draw in Beijing, Shanghai and Guangzhou:
First prize laptop 1 set (three cities 10).
A second prize digital camera (tri-city 100).
One more bottle for the third prize (winning rate 10%)
Lottery method: the prize setting and redemption method are written on the bottle body, and the prize is written on the pull ring. Consumers who have won the first prize and the second prize will go to the nearest outlet to confirm their personal information with a copy of the pull ring and ID card, and the prize will be mailed to the consumer's home within three days; For consumers who win the third prize, they can directly exchange prizes at the nearest point of sale with the winning information on the pull ring.
By purchasing Wang Laoji's desk calendar, consumers can better understand Wang Laoji's product formula and precautions to ensure good health, eliminate consumers' doubts about Wang Laoji and lift the crisis. At the same time, it also reflects the most fundamental values of Wang Laoji? Care about the society we live in, care about the consumers living in this society, gain the emotional recognition of consumers and establish a good image in the minds of consumers.
Model essay on crisis public relations planning book II
I. Introduction
1, products produced by enterprises
2, the incident.
3. The purpose of planning
Introduce xxxxx and the crisis to be dealt with.
Second, the investigation and analysis
1, brand advantage
2. Problem points
(1) Response from authoritative department
(2) Consumer's reaction
(3) the response of the merchants
3. Opportunity point
(1) Response from authoritative department
(2) Relevant regulations
Third, the goal of public relations
(1) Let the target consumers know that the current authentic herbal tea Jiaduobao is the former red pot Wang Laoji. Through a series of public relations, the former image of Wang Laoji was transferred to Jiaduobao to further enhance its popularity and reputation. Let the target public better distinguish between Wang Guangyao Laoji and authentic herbal tea Jiaduobao in the process of consumption and use.
(2) Maintain, display and correct the good social image of Jiaduobao in the eyes of target consumers, and strive for the support of relevant state departments and target public, so as to win people's understanding and ease the pressure of public opinion.
(3) Reshape the reputation of Jiaduobao brand and enhance its popularity.
Starting point and foothold
Fourth, the theme of the event
The theme is clear.
directed
Verb (the abbreviation of verb) carries out the plan of tackling key problems
State purpose
An activity
Activity 2
Activity three?
Specific preparations for the event
(A) within the enterprise: a clear division of labor
1. From the leadership within the enterprise to the ordinary employees, establish the crisis awareness and coping strategies after losing the trademark of Wang Laoji.
2. Set up a special team 1 to be responsible for dress design and publicity of dress movements.
4. Set up three groups to be responsible for the promotion and preparation of product sales channels in advance, and clear the obstacles caused by brand inertia consciousness in circulation channels.
5. Set up an emergency network marketing team, change the previous marketing information about Wang Laoji, and redesign official website.
6. The product production department is responsible for ensuring the smooth production, quality and quantity of Jiaduobao herbal tea after blending.
7. Use promotional means to cooperate with the whole marketing link, reshape the brand image and enhance popularity.
8. Set up a special group to investigate the actual effect after the implementation of this series of activities, find out and find out the adverse reactions in the market, and then take remedial measures immediately.
(2) Outside the enterprise: face it correctly, reshape the positive image, and win social sympathy and support.
1, held a press conference to announce that the original red pot Wang Laoji herbal tea has been changed into red pot Jiaduobao herbal tea and officially circulated in the market, which is authentic herbal tea. It is announced that the brand dispute between Jiaduobao Group and GPHL has been resolved.
2, event marketing: Jiaduobao cans points collection activities and fan interaction.
3. Leverage marketing: further promote marketing by organizing the London Olympic Games.
Six, material preparation
VII. Media Selection
Eight. budget
Nine. Effect evaluation and expectation
Through public relations step by step, or with several activities, we can let the target public know that the current Jiaduobao is the previous red pot Wang Laoji, and transfer the public's previous inertia to the brand Wang Laoji to Jiaduobao, so that they can know that Jiaduobao is the real authentic herbal tea at present, further enhancing the popularity and reputation of Jiaduobao, thus alleviating the unsalable state caused by the public's ignorance on the sales of the Jiaduobao brand!
Crisis public relations planning book 3 model essays
One: Activity background
Crisis public relations refers to the relevant mechanism to deal with the crisis, which is sudden, targeted, destructive and urgent. Crisis public relations plays an important role in the country, enterprises and individuals. Crisis public relations specifically refers to the dynamic process in which enterprises learn, formulate and implement a series of management measures and coping strategies in an organized and planned way in order to avoid or mitigate the serious damage and threats caused by the crisis, including the avoidance, control and resolution of the crisis and the revival after the crisis is resolved.
Purpose: With the advent of the information age, the importance of crisis public relations is becoming more and more obvious. Through the internet, a negative information, such as unfavorable information or slander, may make a brand fall into a huge crisis of trust, which may seriously threaten the survival of the brand. Before, many companies failed to do crisis public relations, and the Internet gave them a thorough taste of how serious the consequences were, such as the premature delivery of Shengyuan milk powder and the quality problems of HP.
Through this activity, we want to let college students get in touch with the vital role of public relations in enterprises in advance, and let everyone know the decisive role of crisis public relations in enterprises.
Three. The purpose of the activity: to exercise personal ability, improve the popularity of the association and further expand the popularity of Anhui Finance College. At the same time, make an all-round and multi-level publicity for the merchants.
Four: Activity time
Pre-publicity April1April 7th/Preliminary Competition April 1 1
Rematch April 18
Five: Participants
All students of Anhui University of Finance
Activity flow of intransitive verbs
1) Pre-publicity
A): Registration Form: You can fill in the registration form on the stage or register electronically in An Cai Space-Time.
B) Competition form: excellent works are collected through crisis public relations competition, and merchants and professional teachers make comments, so as to obtain the best works and exclude the ranking.
C) Pre-competition training: 1. The staff of the public relations department introduced the knowledge about athletes' activities and let them know the concept of public relations.
2. Make the players understand the process and related instructions of the competition through appropriate introduction.
2) preliminaries
A) Starting at 2: 00 pm, the host first introduces the process and rules of the judges and the crisis public relations contest;
B) Players randomly select topics to prepare, and each player has ten minutes to prepare for activities;
C) The judges score, and the top eight selected according to the scores are the finals.
3) rematch
A) Starting at 2: 00 pm, the host introduces the competition process and rules of the judges and the debate;
B) The contestants introduce themselves, and the competition begins: first, the host introduces the side events to everyone; Players first use PPT to state their handling methods; Then the judges (50%) and the youth entrepreneurship group asked questions in turn (25%), and the audience asked questions (25%); Finally, the final score is best to win; Seven: Award Setting
The setting of awards is decided by the sponsors.
VIII: Activity funds