Crisis communication.ppt

Crisis communication 危机沟通 No matter how good your business is ,it is inevitable that at some stage you are going to face a very difficult situation that qualifies as crisis. For crisis communication, it is essential that information be communicated both internally to staff and business partners and externally to the public, to the media and to authorities. What is a crisis 中国企业危机现状 当前企业最经常面临的前三种危机依次是人力资源危机、行业危机、产品和服务危机，分别有高达53.8%、50.0%和38.7%的被调查企业曾经经历过或正在面临着这三种危机的困扰。 The characteristics of real crisis The timing is unpredictable 例如：06年1月20日，距离农历中国新年只有9天时间，《国际金融报》刊登的一篇题为《芝华士12年：“勾兑”了多少谎言》的报道 ，一下子使欧盟最大的酒类公司保乐力加集团在华经销商－保乐力加中国公司 陷入危机困境。 The exact nature of the crisis is difficult to forecast 例如非典 Events occur without warning More than one problem occurs at the same time. The crisis develops rapidly Communication play a vital role. The golden rules for crisis communication Prepare in advance. --No business is safe from a crisis. --Setting crisis communication plans. --Setting up of the crisis management team. Make sure everyone knows his or her role. --Write down a list of responsibilities. Accept responsibility. Act quickly Communicate your position clearly and immediately.立即表明立场 --developing a clear statement of the organizations position. 肯德基在发现两种产品的调料中含有“苏丹红一号”之后，立即发表公开声明，停售了问题产品，并推出整改措施，严把食品安全关。这种态度是公开的、透明的，比遮遮掩掩更能消除人们的疑虑。 Communicate regularly.持续沟通 --Make sure that you give regular communication to the media, tell them that investigations are continuing. Tell your staff what is happening. --Inform the most important people of all what is happening. --They need to be informed by you rather than by the media. Integrate communications into the management response. 把沟通融入危机管理 Watch out for exhaustion. 提防体力透支 --Plan a roster(花名册) or schedule of staff in order that people can take a rest and return fresh to the problems. Keep records. --Prepare a written records for the crisis. 案例讨论: 从2006年2月开始，关于博士伦公司属下产品----