面(mian)(mian)對(dui)(dui)品牌(pai)危(wei)(wei)(wei)(wei)機(ji)態度(du)(du)(du)是(shi)(shi)(shi)(shi)關(guan)鍵(jian) ——在(zai)企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)媒(mei)(mei)體(ti)(ti)(ti)(ti)戰略(lve)(lve)(lve)論壇(tan)上的(de)(de)(de)(de)講演 中(zhong)國品牌(pai)營銷(xiao)(xiao)學會(hui)(hui)(hui)常(chang)務副秘(mi)書長李(li)(li)易(yi)洲(zhou)，在(zai)論壇(tan)上就(jiu)企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)如何處(chu)理危(wei)(wei)(wei)(wei)機(ji)公(gong)(gong)(gong)(gong)(gong)(gong)關(guan)發(fa)(fa)表了演講。李(li)(li)易(yi)洲(zhou)指出，危(wei)(wei)(wei)(wei)機(ji)公(gong)(gong)(gong)(gong)(gong)(gong)關(guan)的(de)(de)(de)(de)五大原(yuan)(yuan)則(ze)(ze)，即承擔責(ze)(ze)任原(yuan)(yuan)則(ze)(ze)、真(zhen)誠溝(gou)(gou)(gou)通(tong)(tong)(tong)(tong)(tong)原(yuan)(yuan)則(ze)(ze)、速度(du)(du)(du)第(di)一(yi)(yi)(yi)(yi)(yi)原(yuan)(yuan)則(ze)(ze)、系(xi)統(tong)運行(xing)(xing)原(yuan)(yuan)則(ze)(ze)、權威證實原(yuan)(yuan)則(ze)(ze)。 采取何種態度(du)(du)(du)非常(chang)關(guan)鍵(jian) 李(li)(li)易(yi)洲(zhou)稱，當企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)危(wei)(wei)(wei)(wei)機(ji)爆(bao)發(fa)(fa)后(hou)，公(gong)(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)往往有(you)(you)(you)(you)如下表現，非常(chang)情(qing)緒化，對(dui)(dui)于(yu)(yu)(yu)媒(mei)(mei)體(ti)(ti)(ti)(ti)的(de)(de)(de)(de)信(xin)(xin)任度(du)(du)(du)遠(yuan)高于(yu)(yu)(yu)對(dui)(dui)企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)的(de)(de)(de)(de)信(xin)(xin)任度(du)(du)(du)；有(you)(you)(you)(you)罪推定(ding)(ding)，“寧愿信(xin)(xin)其有(you)(you)(you)(you)，不(bu)(bu)(bu)(bu)愿信(xin)(xin)其無”心態。而(er)(er)公(gong)(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)則(ze)(ze)關(guan)注(zhu)兩(liang)方面(mian)(mian)的(de)(de)(de)(de)問(wen)題，一(yi)(yi)(yi)(yi)(yi)是(shi)(shi)(shi)(shi)利益(yi)，即使(shi)(shi)受害(hai)者(zhe)(zhe)在(zai)此(ci)事(shi)(shi)(shi)故中(zhong)也負有(you)(you)(you)(you)一(yi)(yi)(yi)(yi)(yi)定(ding)(ding)的(de)(de)(de)(de)責(ze)(ze)任，企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)也不(bu)(bu)(bu)(bu)應(ying)(ying)(ying)該(gai)首先追究(jiu)受害(hai)者(zhe)(zhe)的(de)(de)(de)(de)責(ze)(ze)任，否(fou)則(ze)(ze)雙(shuang)方會(hui)(hui)(hui)各持己(ji)見，使(shi)(shi)矛盾加深，引起公(gong)(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)的(de)(de)(de)(de)反(fan)(fan)感，不(bu)(bu)(bu)(bu)利于(yu)(yu)(yu)解(jie)(jie)決(jue)問(wen)題；二是(shi)(shi)(shi)(shi)感情(qing)，公(gong)(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)很在(zai)意(yi)(yi)企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)是(shi)(shi)(shi)(shi)否(fou)關(guan)注(zhu)自己(ji)的(de)(de)(de)(de)感受。因此(ci)，企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)應(ying)(ying)(ying)該(gai)向受害(hai)者(zhe)(zhe)表示(shi)同情(qing)和安(an)慰，并(bing)通(tong)(tong)(tong)(tong)(tong)過(guo)(guo)新(xin)聞(wen)(wen)媒(mei)(mei)體(ti)(ti)(ti)(ti)向公(gong)(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)致歉，解(jie)(jie)決(jue)其深層次的(de)(de)(de)(de)心理、情(qing)感問(wen)題，從而(er)(er)贏得公(gong)(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)的(de)(de)(de)(de)理解(jie)(jie)和信(xin)(xin)任。 企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)應(ying)(ying)(ying)該(gai)將(jiang)公(gong)(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)和消(xiao)費(fei)者(zhe)(zhe)的(de)(de)(de)(de)利益(yi)放在(zai)第(di)一(yi)(yi)(yi)(yi)(yi)位(wei)，這是(shi)(shi)(shi)(shi)贏得公(gong)(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)認(ren)可(ke)(ke)(ke)的(de)(de)(de)(de)關(guan)鍵(jian)，尤(you)其是(shi)(shi)(shi)(shi)贏得新(xin)聞(wen)(wen)媒(mei)(mei)體(ti)(ti)(ti)(ti)的(de)(de)(de)(de)認(ren)可(ke)(ke)(ke)。公(gong)(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)希望看到(dao)企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)屈尊(zun)(zun)認(ren)錯與積極改(gai)正(zheng)的(de)(de)(de)(de)態度(du)(du)(du)與行(xing)(xing)為(wei)，而(er)(er)不(bu)(bu)(bu)(bu)是(shi)(shi)(shi)(shi)要(yao)(yao)(yao)(yao)(yao)(yao)把企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)置(zhi)于(yu)(yu)(yu)死地，因而(er)(er)企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)絕對(dui)(dui)不(bu)(bu)(bu)(bu)能(neng)選擇對(dui)(dui)抗，在(zai)危(wei)(wei)(wei)(wei)機(ji)公(gong)(gong)(gong)(gong)(gong)(gong)關(guan)爆(bao)發(fa)(fa)時(shi)(shi)(shi)，企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)的(de)(de)(de)(de)態度(du)(du)(du)至關(guan)重(zhong)(zhong)要(yao)(yao)(yao)(yao)(yao)(yao)。 溝(gou)(gou)(gou)通(tong)(tong)(tong)(tong)(tong)“兩(liang)要(yao)(yao)(yao)(yao)(yao)(yao)”“兩(liang)不(bu)(bu)(bu)(bu)要(yao)(yao)(yao)(yao)(yao)(yao)” 李(li)(li)易(yi)洲(zhou)表示(shi)，危(wei)(wei)(wei)(wei)機(ji)溝(gou)(gou)(gou)通(tong)(tong)(tong)(tong)(tong)要(yao)(yao)(yao)(yao)(yao)(yao)注(zhu)意(yi)(yi)“兩(liang)要(yao)(yao)(yao)(yao)(yao)(yao)”和“兩(liang)不(bu)(bu)(bu)(bu)要(yao)(yao)(yao)(yao)(yao)(yao)”。危(wei)(wei)(wei)(wei)機(ji)溝(gou)(gou)(gou)通(tong)(tong)(tong)(tong)(tong)的(de)(de)(de)(de)“兩(liang)要(yao)(yao)(yao)(yao)(yao)(yao)”，一(yi)(yi)(yi)(yi)(yi)要(yao)(yao)(yao)(yao)(yao)(yao)誠實，建(jian)立(li)信(xin)(xin)任是(shi)(shi)(shi)(shi)與公(gong)(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)進行(xing)(xing)危(wei)(wei)(wei)(wei)機(ji)溝(gou)(gou)(gou)通(tong)(tong)(tong)(tong)(tong)最(zui)重(zhong)(zhong)要(yao)(yao)(yao)(yao)(yao)(yao)的(de)(de)(de)(de)基礎。信(xin)(xin)任來(lai)自于(yu)(yu)(yu)很多方面(mian)(mian)，最(zui)重(zhong)(zhong)要(yao)(yao)(yao)(yao)(yao)(yao)的(de)(de)(de)(de)是(shi)(shi)(shi)(shi)誠實。美國“9•11” 事(shi)(shi)(shi)件后(hou)，紐約市(shi)長朱(zhu)利安(an)尼向公(gong)(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)承認(ren)他也害(hai)怕，他不(bu)(bu)(bu)(bu)知道(dao)下一(yi)(yi)(yi)(yi)(yi)步會(hui)(hui)(hui)發(fa)(fa)生什么(me)事(shi)(shi)(shi)。誠實和公(gong)(gong)(gong)(gong)(gong)(gong)開有(you)(you)(you)(you)助(zhu)于(yu)(yu)(yu)建(jian)立(li)信(xin)(xin)任，使(shi)(shi)危(wei)(wei)(wei)(wei)機(ji)溝(gou)(gou)(gou)通(tong)(tong)(tong)(tong)(tong)更加有(you)(you)(you)(you)效(xiao)。二要(yao)(yao)(yao)(yao)(yao)(yao)尊(zun)(zun)重(zhong)(zhong)公(gong)(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)的(de)(de)(de)(de)感受，永遠(yuan)不(bu)(bu)(bu)(bu)要(yao)(yao)(yao)(yao)(yao)(yao)埋(mai)(mai)(mai)怨公(gong)(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)太不(bu)(bu)(bu)(bu)理智，永遠(yuan)不(bu)(bu)(bu)(bu)要(yao)(yao)(yao)(yao)(yao)(yao)忽略(lve)(lve)(lve)公(gong)(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)的(de)(de)(de)(de)真(zhen)實感受。 而(er)(er)溝(gou)(gou)(gou)通(tong)(tong)(tong)(tong)(tong)失(shi)敗的(de)(de)(de)(de)常(chang)見原(yuan)(yuan)因有(you)(you)(you)(you)：一(yi)(yi)(yi)(yi)(yi)是(shi)(shi)(shi)(shi)批(pi)評人(ren)(ren)們(men)對(dui)(dui)于(yu)(yu)(yu)危(wei)(wei)(wei)(wei)機(ji)本(ben)能(neng)的(de)(de)(de)(de)反(fan)(fan)應(ying)(ying)(ying)；二是(shi)(shi)(shi)(shi)不(bu)(bu)(bu)(bu)接受恐懼的(de)(de)(de)(de)感情(qing)基礎。危(wei)(wei)(wei)(wei)機(ji)溝(gou)(gou)(gou)通(tong)(tong)(tong)(tong)(tong)“兩(liang)不(bu)(bu)(bu)(bu)要(yao)(yao)(yao)(yao)(yao)(yao)”，一(yi)(yi)(yi)(yi)(yi)是(shi)(shi)(shi)(shi)不(bu)(bu)(bu)(bu)要(yao)(yao)(yao)(yao)(yao)(yao)過(guo)(guo)度(du)(du)(du)反(fan)(fan)應(ying)(ying)(ying)，一(yi)(yi)(yi)(yi)(yi)定(ding)(ding)要(yao)(yao)(yao)(yao)(yao)(yao)把握好(hao)自己(ji)的(de)(de)(de)(de)“反(fan)(fan)應(ying)(ying)(ying)度(du)(du)(du)”，而(er)(er)不(bu)(bu)(bu)(bu)要(yao)(yao)(yao)(yao)(yao)(yao)過(guo)(guo)度(du)(du)(du)反(fan)(fan)應(ying)(ying)(ying)，否(fou)則(ze)(ze)可(ke)(ke)(ke)能(neng)會(hui)(hui)(hui)人(ren)(ren)為(wei)地把事(shi)(shi)(shi)情(qing)鬧(nao)大。二是(shi)(shi)(shi)(shi)不(bu)(bu)(bu)(bu)要(yao)(yao)(yao)(yao)(yao)(yao)過(guo)(guo)度(du)(du)(du)承諾(nuo)。例如：1997年香(xiang)港(gang)爆(bao)發(fa)(fa)禽(qin)流(liu)感，作為(wei)香(xiang)港(gang)衛(wei)生署(shu)負責(ze)(ze)人(ren)(ren)，不(bu)(bu)(bu)(bu)應(ying)(ying)(ying)該(gai)這么(me)說“我(wo)(wo)昨(zuo)天晚上吃(chi)了雞(ji)肉，我(wo)(wo)每天都吃(chi)雞(ji)肉”，而(er)(er)應(ying)(ying)(ying)該(gai)這樣說：“吃(chi)高溫煮過(guo)(guo)的(de)(de)(de)(de)雞(ji)是(shi)(shi)(shi)(shi)安(an)全(quan)(quan)(quan)的(de)(de)(de)(de)”；不(bu)(bu)(bu)(bu)應(ying)(ying)(ying)該(gai)對(dui)(dui)公(gong)(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)承諾(nuo)說“我(wo)(wo)們(men)可(ke)(ke)(ke)以(yi)在(zai)24小時(shi)(shi)(shi)內殺掉(diao)上百萬只雞(ji)”，而(er)(er)應(ying)(ying)(ying)該(gai)理性(xing)地溝(gou)(gou)(gou)通(tong)(tong)(tong)(tong)(tong)：“我(wo)(wo)們(men)會(hui)(hui)(hui)盡最(zui)大努力(li)，以(yi)最(zui)快的(de)(de)(de)(de)速度(du)(du)(du)殺掉(diao)全(quan)(quan)(quan)香(xiang)港(gang)的(de)(de)(de)(de)雞(ji)。不(bu)(bu)(bu)(bu)過(guo)(guo)，我(wo)(wo)們(men)預計這是(shi)(shi)(shi)(shi)一(yi)(yi)(yi)(yi)(yi)項困難(nan)的(de)(de)(de)(de)工作，可(ke)(ke)(ke)能(neng)會(hui)(hui)(hui)比較亂，可(ke)(ke)(ke)能(neng)會(hui)(hui)(hui)出現沒有(you)(you)(you)(you)預料(liao)到(dao)的(de)(de)(de)(de)事(shi)(shi)(shi)，不(bu)(bu)(bu)(bu)過(guo)(guo)，我(wo)(wo)們(men)會(hui)(hui)(hui)盡最(zui)大的(de)(de)(de)(de)努力(li)。” “十(shi)(shi)(shi)面(mian)(mian)埋(mai)(mai)(mai)伏”怎樣突圍(wei)？ 一(yi)(yi)(yi)(yi)(yi)般來(lai)說，危(wei)(wei)(wei)(wei)機(ji)公(gong)(gong)(gong)(gong)(gong)(gong)關(guan)的(de)(de)(de)(de)對(dui)(dui)象包(bao)括(kuo)：內部(bu)員(yuan)工、公(gong)(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)、媒(mei)(mei)體(ti)(ti)(ti)(ti)、政府(fu)、投(tou)資人(ren)(ren)、債權人(ren)(ren)、經銷(xiao)(xiao)商(shang)、供應(ying)(ying)(ying)商(shang)、競爭對(dui)(dui)手、社會(hui)(hui)(hui)團體(ti)(ti)(ti)(ti)等十(shi)(shi)(shi)個方面(mian)(mian)。我(wo)(wo)們(men)稱之為(wei)“危(wei)(wei)(wei)(wei)機(ji)公(gong)(gong)(gong)(gong)(gong)(gong)關(guan)的(de)(de)(de)(de)十(shi)(shi)(shi)面(mian)(mian)埋(mai)(mai)(mai)伏”。 李(li)(li)易(yi)洲(zhou)全(quan)(quan)(quan)面(mian)(mian)介紹了這“十(shi)(shi)(shi)面(mian)(mian)埋(mai)(mai)(mai)伏”的(de)(de)(de)(de)對(dui)(dui)應(ying)(ying)(ying)突圍(wei)方法。并(bing)重(zhong)(zhong)點(dian)(dian)強調了其中(zhong)的(de)(de)(de)(de)三大攻(gong)略(lve)(lve)(lve)。 內部(bu)攻(gong)略(lve)(lve)(lve)，員(yuan)工是(shi)(shi)(shi)(shi)危(wei)(wei)(wei)(wei)機(ji)的(de)(de)(de)(de)受害(hai)者(zhe)(zhe)和承擔者(zhe)(zhe)。只有(you)(you)(you)(you)穩住軍心，才(cai)能(neng)建(jian)立(li)一(yi)(yi)(yi)(yi)(yi)個穩固的(de)(de)(de)(de)大后(hou)方。中(zhong)美史(shi)克公(gong)(gong)(gong)(gong)(gong)(gong)司“PPA風波(bo)”之后(hou)，其總經理曾說：“我(wo)(wo)們(men)最(zui)大的(de)(de)(de)(de)成(cheng)功，應(ying)(ying)(ying)該(gai)是(shi)(shi)(shi)(shi)沒有(you)(you)(you)(you)將(jiang)外部(bu)危(wei)(wei)(wei)(wei)機(ji)轉化為(wei)內部(bu)危(wei)(wei)(wei)(wei)機(ji)。” 公(gong)(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)攻(gong)略(lve)(lve)(lve)，公(gong)(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)是(shi)(shi)(shi)(shi)危(wei)(wei)(wei)(wei)機(ji)的(de)(de)(de)(de)火源，要(yao)(yao)(yao)(yao)(yao)(yao)解(jie)(jie)決(jue)危(wei)(wei)(wei)(wei)機(ji)，就(jiu)必(bi)須(xu)滅(mie)火源。公(gong)(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)攻(gong)略(lve)(lve)(lve)可(ke)(ke)(ke)以(yi)概括(kuo)為(wei)道(dao)歉、務必(bi)閉嘴(zui)、展示(shi)和讓(rang)公(gong)(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)滿意(yi)(yi)這四個方面(mian)(mian)。 媒(mei)(mei)體(ti)(ti)(ti)(ti)攻(gong)略(lve)(lve)(lve)，媒(mei)(mei)體(ti)(ti)(ti)(ti)是(shi)(shi)(shi)(shi)危(wei)(wei)(wei)(wei)機(ji)爆(bao)發(fa)(fa)的(de)(de)(de)(de)途徑，同時(shi)(shi)(shi)也是(shi)(shi)(shi)(shi)危(wei)(wei)(wei)(wei)機(ji)控制的(de)(de)(de)(de)關(guan)鍵(jian)。它是(shi)(shi)(shi)(shi)典(dian)型的(de)(de)(de)(de)雙(shuang)刃劍。媒(mei)(mei)體(ti)(ti)(ti)(ti)在(zai)報道(dao)企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)時(shi)(shi)(shi)有(you)(you)(you)(you)兩(liang)個特點(dian)(dian)，一(yi)(yi)(yi)(yi)(yi)是(shi)(shi)(shi)(shi)沒有(you)(you)(you)(you)義務按照企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)的(de)(de)(de)(de)理解(jie)(jie)和希望去報道(dao)；二是(shi)(shi)(shi)(shi)媒(mei)(mei)體(ti)(ti)(ti)(ti)有(you)(you)(you)(you)可(ke)(ke)(ke)能(neng)因為(wei)不(bu)(bu)(bu)(bu)準確的(de)(de)(de)(de)語言而(er)(er)背離了企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)所想表達的(de)(de)(de)(de)真(zhen)實內容。不(bu)(bu)(bu)(bu)要(yao)(yao)(yao)(yao)(yao)(yao)把自己(ji)推到(dao)媒(mei)(mei)體(ti)(ti)(ti)(ti)的(de)(de)(de)(de)對(dui)(dui)立(li)面(mian)(mian)。
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