"H" brand pressure cooker and "M" brand pressure cooker are two brands with good sales in the market. In the competition, the "H" brand pressure cooker sent someone to buy three "M" brand pressure cookers and detonated them, which created a public opinion that the quality of "M" brand pressure cookers was not up to standard. As a result, the "M" brand pressure cooker factory suffered huge losses, customers returned goods in succession, and a large number of products were unsalable.
Q: Is the behavior of 1 and H brand pressure cooker factory justified? Why?
2. What measures should M brand pressure cooker factory take?
Answer: 1 and the behavior of H brand pressure cooker factory is improper. H brand pressure cooker factory used improper means to make misleading and false propaganda on the products of M brand pressure cooker factory, which harmed the interests of M brand pressure cooker factory and belonged to unfair competition.
2. The crisis faced by M-brand pressure cooker factory is caused by intentional behavior from outside. The basic point of the crisis is that the public no longer trusts the quality of M brand products, and the image of M brand pressure cooker factory in the public's mind has been damaged. Therefore, the countermeasures of M brand pressure cooker factory should not only take appropriate measures to protect their own interests and resist those behaviors that infringe their own interests, but also improve their image through public relations to restore their products' trust in the public. After the incident, public relations personnel should promptly investigate and analyze with relevant functional departments, quickly understand the overall situation of the incident, find out the nature and source of the crisis, listen carefully to public opinions, choose appropriate ways and means, and restore and develop corporate image. Establish corresponding countermeasures for different people, formulate public-private relationship plans to eliminate the impact of the incident, and take timely measures to eliminate the crisis. In view of this incident, M brand pressure cooker factory should take decisive measures to effectively stop the situation from expanding.
(1) Conduct a comprehensive investigation into the incident, master the information of misconduct of H brand pressure cooker factory, and safeguard its own interests and reputation by legal means. At the same time, we should quickly use various media and other effective means to explain the truth to the public in time.
(2) set up a specialized agency to deal with problems and formulate basic policies and countermeasures to deal with the crisis of public relations.
(3) In the form of a press conference, disclose the truth of the incident without reservation and publicly show your attitude and handling principles.
④ Make use of various media to publicize the product quality in depth, and take effective measures to restore the product's position in the public mind.
(5) issue a declaration against unfair competition, strive for public sympathy and understanding, and call on the society to crack down on this unfair competition.
⑥ Report the handling process of H brand pressure cooker factory through the media, so that the public can thoroughly understand the truth of the incident and restore the image of the enterprise in the public.
American Heinz Group Mothers Seminar
Heinz Group of the United States and China jointly established a baby food factory in Guangzhou. However, what kind of food can be produced to open the vast China market? In the early days of preparing for the establishment of the food factory, Heinz Group did a lot of investigation work and held many "mothers' forums" to fully absorb public opinions, widely understand consumer needs, solicit suggestions from mothers on baby products, and find out the advantages and disadvantages of various foods in infant feeding. After comprehensive comparison, analysis and research, according to the opinions put forward by mothers, some samples were trial-produced and provided to some kindergartens for trial use free of charge; Collect and solicit opinions and demands from all walks of life on products, and adjust the proportion of raw materials accordingly. They also add a certain amount of trace elements, such as zinc, calcium, iron, etc., to children's food in China, which leads to unbalanced nutrition and affects their physical development. Western food is more reasonable, making products very attractive and generally favored by Chinese mothers. As a result, Heinz infant nutritious rice noodles and other products quickly entered thousands of households in Qian Qian.
Try to use the relevant knowledge of public relations to analyze and comment on this case.
A: 1. This case illustrates the problem of product positioning in enterprise relations. Product positioning is to set a specific position for your product in the eyes of potential consumers, which is exclusive to your product and cannot be owned by other similar products. The objective basis of product positioning is: investigation and study of products; Investigation and study of competitors; Investigate and study the media; Investigation and study on the situation in circulation field.
2. This case focuses on the investigation of consumers, through which consumers and potential consumers can be found. Heinz Group has held "Mother's Symposium" for many times, fully listening to the public's opinions, widely understanding the consumer's needs, soliciting suggestions on line-mounted baby products, finding out the advantages and disadvantages of various baby-feeding foods, and getting the information of product positioning, which was successful in one fell swoop.
3. This case shows that enterprises must pay attention to the investigation and study of consumers, find out the demand trend of consumers for products, find scientific basis for their product positioning, and help enterprises win the market.
If I were the mayor of Guangzhou
The Guangzhou Municipal Party Committee and the Municipal Government have successively held the essay-writing activity "If I were the Mayor of Guangzhou" (later named as "Mayor's Staff Activity") to offer suggestions for government functional departments, such as "Thousand Talks on Housing Reform Scheme" and "Thousand Talks on Vegetable Basket Project", and to discuss large-scale activities such as "Guangzhou's New Style Spread to Thousands" and "New Image of Yangcheng Neighborhood Committee".
Try to use the relevant knowledge of public relations to analyze and comment on this case.
A: 1. This case reflects the problem of broadening social communication channels and attracting the public to participate in the discussion of state affairs in the relationship between the government and the public. The government's public relations work should strive for public understanding as much as possible, which requires strengthening the government's own communication work, improving the transparency of the government and satisfying the public's right to know. Various mass media provide a wide range of ways to participate in social communication and mobilize the public to make suggestions and brainstorm on hot issues of public concern, which is also a form of government public-private relations.
2. The Guangzhou Municipal Party Committee and Municipal Government mobilized thousands of citizens to participate in the discussion of state affairs by holding the essay activity "If I were the mayor of Guangzhou", which achieved good social effects and fully demonstrated the importance of two-way communication between the government and the public and the role of public discussion activities in the government's public-private relations activities. Therefore, when carrying out government public relations activities, we should actively explore social communication channels with strong public participation, so that public opinions can be fully expressed and provide a basis for the government to formulate policies. Developing social communication channels with strong public participation is also conducive to the formation of a lively, stable and harmonious political situation and social order. It can be seen that the government's public relations work should develop a series of social channels for public participation in politics.
Case study:
In 1980s, Tianjin's municipal construction couldn't keep up, and people's life had many practical difficulties. "You didn't go fast by car, pickled vegetables with tap water, and the temporary facilities were not dismantled quickly." The masses have great opinions. The municipal government is determined to do practical things for the masses, solve and implement them one by one, and honor the promised things one by one. 1983, we did 10 practical things for the citizens for the first time. Since 1984, we have been running private projects for urban and rural people for 20 years every year. By 1989, we have already run 130 projects. For example, 30 million square meters of houses were newly built or rebuilt, which was three times the total number of houses in the first 30 years after liberation, and more than half of the families improved their living conditions and living environment; It took two years to complete the civil gasification project, making the penetration rate of civil cooking coal gasification the first in the country; It took a year and four months to complete the project of diverting Luanhe River into Tianjin, which shocked China and foreign countries, and swept away the history of Tianjin people drinking salt water; Newly paved 2 137 km of urban roads, and built a "three-ring and fourteen-shot" urban road network consisting of 10 overpasses and the outer ring of Zhonghuan Road. The people's satisfaction rate with the municipal government and municipal leaders reached 92% ~ 99.4%, forming a social and political situation with harmonious thoughts and government.
Try to use the relevant knowledge of public relations to analyze and comment on this case.
A: 1. This case embodies the idea of improving government administrative services and establishing a good image of the government. The main goal of the relationship between the government and the public is to enhance the prestige and reputation of the government, enhance its attraction, cohesion and appeal, enhance people's confidence and goodwill in the government, and establish a good image of the government. The government should establish a good image. If the government wants to set an example, it must do more practical things, win the trust of the people, and put the purpose of serving the people into concrete work.
2. In practical work, Tianjin takes the problems that citizens are most concerned about, have the greatest opinions and need to be solved urgently as the focus of practical work, and solves them within a time limit, which has won the unanimous support and support of the people. These practical things that Tianjin has done for the people are also part of the government's public relations activities. By doing practical things for the people, the government has strengthened two-way communication with the people, promoted their understanding, understanding and trust in the government, won their support, support and cooperation, and established a good government image.
It can be seen that "serving the people wholeheartedly" is the purpose of the government's public-private relations. The actual interests of the broad masses of the people are the highest interests of the government. Only by working diligently for the people, doing practical things and doing good things for the masses can the government win the sincere support of the masses.
Case study:
When a lawyer was eating the food produced by an influential local food company, he found that the product had serious quality problems. So, he negotiated with the enterprise. Colleagues at the front desk of the company gave them an answer after research, but there was no following. Helpless, the lawyer took the food with quality problems to an influential local newspaper and reported the situation to reporters. The newspaper then sent reporters to the company for on-site interviews. Reporters filmed the scene where the company violated the national food production regulations. After the business leaders found out, they forcibly asked for the information taken by the reporters. If they failed, they detained the reporter. With the rescue of local public security personnel, the reporter was trapped for more than 1 hour and was able to return safely. Afterwards, in the form of a series of reports, the newspaper published the problems related to the enterprise reflected by consumers and the materials and experiences taken by reporters in the enterprise, and the enterprise management was once in trouble.
Q: What are the reasons why enterprises are in trouble? If you are the person in charge of this enterprise, how do you handle this matter?
Answer: 1. The root cause of the enterprise accident is the improper operation behavior of the enterprise, which leads to violation of relevant state regulations and dissatisfaction of consumers. The direct reason is that the enterprise did not handle the quality complaints of consumers well, which led to the crisis. What's more, illegal measures were taken against journalists who came to interview, which aggravated the crisis and caused enterprises to fall into operational difficulties.
2. If I were the person in charge of an enterprise, first of all, I would ask the person in charge of the enterprise to deal with such matters to seriously treat the quality complaints of consumers, negotiate with consumers, properly solve the problems according to relevant state regulations and consumers' wishes, and prevent the situation from expanding. In this process, if a reporter comes to interview, under the premise of respecting the reporter's right to interview, we will try our best to objectively express the opinions of the enterprise on the handling of the problem and the rectification measures of the enterprise, so as to obtain objective reports from the media. On this basis, find out the loopholes in enterprise management, strictly manage enterprises, prevent the recurrence of similar problems, and fundamentally eliminate the source of the crisis.
Three highs "sang for China's Olympic bid.
On the evening of June 23rd, 20001year, there were bursts of music and dance and string songs in the former Royal Forbidden Garden. Three world-famous tenors performed on the same stage in Wumen Square of the Forbidden City, which set off the climax of Beijing's bid for the Olympic Games on 6.23 International Olympic Day. Li Lanqing, Vice Premier of the State Council, watched the wonderful performance with tens of thousands of enthusiastic Chinese and foreign audiences.
On that night, three "kings of traditional operas" dressed in black tuxedos stood on the stage between the ancient red walls of Zimengcheng, and they sang nearly 30 popular excerpts or songs of traditional operas. From carreras's I Know This Garden to Domingo's Stars to Pavarotti's No One Sleeps Tonight, the loud and penetrating singing won warm applause from the 30,000 audience present. In the past, bells and drums used to ring here, but now, western operas linger here; The emperor used to discuss politics here, but now three western music masters sing here. The charm of oriental architecture and western art classics are perfectly integrated here. The ancient Forbidden City was awakened on a passionate night. China, with its reform and opening-up, showed the world their broad mind of actively going to the world with a musical grand gathering of eastern and western cultures.
In the Wumen Square of the Forbidden City, Pavarotti, Domingo and carreras, the "kings of opera", performed the music festival in a natural way and achieved unprecedented success. Concert TV can directly cover 3.3 billion audiences in many countries and regions around the world1/kloc-0.
Try to use the relevant knowledge of public relations to analyze and comment on this case.
A: 1. This case reflects the status and influence of celebrity public in public relations activities. Celebrity public refers to those famous people who have great influence and appeal on public opinion and social life. The three world-famous tenors belong to celebrities.
2. When planning public relations activities, institutions often use the popularity of celebrities to expand their public relations network. Expand the public influence of the organization and enrich the social image of the organization. In public relations activities, with the help of the knowledge and expertise of celebrities, provide useful suggestions for the management of the organization; Make good relations for enterprises with the help of celebrity network; Enhance the organization's popularity with the help of celebrities' social prestige.
In this case, the three tenors in the world have a high reputation and status in the world, and they are typical celebrities. This kind of mass has a great influence on communication. It is often effective to influence the public and public opinion through celebrities. The organization uses the social psychology of "advocating heroes" and "worshipping stars" of the public to establish good relations with celebrities, link the name of the organization with the fame of celebrities, and improve the position of the organization above the public.
The three world-famous tenors gathered in Beijing for the first time to sing for China, which was an unprecedented initiative in China's foreign cultural exchange and greatly enhanced the influence of China and China culture in the world.
Ugly toys swept across America.
Bushnell, the chairman of American Epsilon Company, once walked outside the primary school and happened to see several children playing with a dirty and ugly bug, which he couldn't put down. Bushnell had a whim: the toys sold in the market are generally beautiful. What should I do if I produce some ugly toys? So he asked his company to develop an "ugly toy" and put it on the market quickly. As a result, "ugly toys" brought great benefits to Epsilon and inspired colleagues, so "ugly toys" followed. For example, "crazy ball" is a string of small balls with many ugly faces printed on them. Another example is a "rude husband" made of rubber, with yellow hair and green skin, a pair of bulging bloodshot eyes, and blinking makes a terrible sound. Although these ugly toys are more expensive than ordinary toys, they have been selling well, which has set off an upsurge of marketing "ugly toys" in the United States.
Try to use the relevant knowledge of public relations to analyze and comment on this case.
A: 1. An important link in studying public objects is to analyze public psychology and behavior, so as to make the communication work more targeted and scientific. This case is a public relations activity in which an organization successfully put its products on the market by using the public's psychology of seeking novelty and rebellion.
2. Freshness is a basic desire of people, that is, the desire to seek new stimuli from the surrounding environment to satisfy curiosity. This is one of the psychological reasons why people follow the fashion. Reverse psychology refers to an opposite experience that acts on the same kind of things of individuals. This experience exceeds the acceptable limits of individual senses, which makes individuals consciously break away from the habitual thinking track and explore in the opposite thinking direction.
3. bushnell took advantage of people's two kinds of psychology and came up with the idea of "ugly toys", which made Epsilon gain huge economic benefits. "Ugly toys" are popular all over the world because they cater to people's two psychological needs. In public relations activities, organizations should also make full use of the public's desire for innovation and rebellious psychology, adopt scientific communication methods and choose appropriate communication tools to achieve smooth communication between organizations and the public and make the public relations effect more satisfactory.
An accident happened in the long-distance race.
1June, 1999, in the long-distance race of "Yangko Cup" National Fitness Week in Chunjiang City, unfortunately, many people suffered from heatstroke and two people died. On the morning of the same day, the sun on the riverside was like fire and the weather was hot. At 9 o'clock sharp, more than 3,000 athletes participated in the mass long-distance running activities with the length of 1.5 km. Subsequently, 350 athletes moved to Jiang Bin Road for a long-distance race. Among them, the race of middle-aged men, women and young people is 8 kilometers, and the race of young people is 3.6 kilometers. Due to the intense running in the scorching sun, many athletes have suffered from heatstroke at different depths. Eight serious athletes in the middle and summer were quickly sent to the city emergency medical center for rescue. Wu Sicong suffered from heatstroke and fell down on the way, and his head was injured. When he was sent to the emergency center, Wu Sicong's heartbeat had stopped. Shen, who won the second place in the middle-aged women's group competition, also died of heatstroke in the early morning of the next day.
Try to use the relevant knowledge of public relations to analyze and comment on this case.
A: 1. This case shows that the scientificity and effectiveness of public relations work depend on the management and planning of public relations to a great extent. There are three series of related factors involved in the process of public relations management, namely environmental factors, subject factors and communication technology factors. These three factors objectively affect the effect of public relations.
2. In this case, the national fitness week sponsored by the enterprise was originally a public relations activity with great communication value, but two unfortunate events occurred in the long-distance running, including death and heatstroke. This is mainly because the host of public relations activities ignores the environmental factors of public relations management. The so-called environmental factors are external factors that directly or indirectly affect the decision-making and behavior of public relations subjects, including time and space factors. In Chunjiang City in June, the weather was extremely hot. Under such conditions, it is an inappropriate time to let more than 3000 athletes take part in long-distance running. Obviously, the host ignored the influence of environmental factors (time and space) on the main factors (contestants) in this public relations activity, which turned the original meaningful public relations activity into a tragedy. After being reported by the news media, its adverse effects are unimaginable.
It can be seen that in the management process of public relations activities, environmental factors, subject factors and communication technology factors are important factors that cannot be ignored.
Please pay attention to the back window of your house.
In the 1950s, the Hollywood movie "Rear Window" swept Hong Kong. The film describes a reporter with a brain injury. He was bored when he was recuperating at home, so he bought a telescope and sat in his room every day, spying on the family privacy of the residents from the back window of the opposite building, thus getting involved in a murder case. After the film was released, Hong Kong people rushed to watch it, forming a "back window fever". At this time, a blind manufacturer in Hong Kong successfully caught this incident. They put a sales advertisement in the newspaper with the title "Please pay attention to your rear window", and the business suddenly flourished.
Try to use the relevant knowledge of public relations to analyze and comment on this case.
A: 1. This case illustrates the important role of mass media in public relations activities. Scientific investigation shows that the importance attached to some topics in mass communication is strongly proportional to the degree of attention paid to these topics in communication. In the case, the enterprise seized the "rear window fever" and used the newspaper to continuously publish the advertisement "Please pay attention to your rear window", which is to make full use of this principle and report this incident in large numbers many times, thus making the public's discussion on this topic stand out.
2. When the mass media enthusiastically introduces a news event, it means that this news event may become a "topic" of public concern. At the same time, the public needs someone to sort out the complicated information and select those events that deserve attention and attention for them. The newspaper in the case played this role. It repeatedly emphasizes the problem of "rear window", making "rear window" a public concern.
3. In this kind of public relations activity, the enterprise has formed a hot topic in the society through mass media, which is directly or indirectly linked with the organization and its products, thus achieving good communication effect. With the help of the topic of "rear window fever", which is highly related to their products, they easily set off a "shutter fever" through newspaper propaganda, from which they obtained good market benefits.
65438+ million dollars to find the owner!
A company promoted the excellent functions of its new safe and published an advertisement like this:
"65438+ million dollars to find the owner! There are 654.38 million dollars in the safe in our exhibition hall. Heroes from all walks of life can take it out and enjoy it without sounding the alarm! "
As soon as the advertisement came out, the whole city made a sensation. There are all kinds of people who try their skills: workers, students, engineers, policemen, detectives, and even faceless thieves, but none of them can succeed. The major newspapers reported the matter for free for several days in a row, which had a great influence. The reputation of this company's safe has greatly increased.
Try to use the relevant knowledge of public relations to analyze and comment on this case.
A: 1. This case embodies the practical application of planning news events in public relations activities. Planning events with news value is also called "making news" or "planning news", which is a skill for organizations to strive for news promotion opportunities. By planning and holding newsworthy events or activities, organizations attract the attention of the press and the public, create news hotspots, and strive for opportunities to be reported, so as to achieve the purpose of improving visibility and expanding social influence. In this case, the company planned a newsworthy event of "65438+ million dollars to find the owner" and achieved its public relations purpose.
2. This case is an example of public relations that has a strong effect by making news. The new safe company did not spend a penny on advertising, but achieved excellent advertising results. This is because they make full use of public relations skills to create news events, attract public attention, convey information about organizations and products to the public, and enhance public trust.
3. The key to using news is "newness". If you follow others, you will lose the news value and the public will not feel fresh and lose interest. Therefore, public relations personnel should be good at using their brains, give full play to their creativity and imagination, and surprise can be effective.
Zhou Enlai's wonderful speech
1945 During the negotiation between China and Chongqing, Zhou Enqing attended a dinner on Friday at the invitation of Chongqing Southwest Industry Association, preparing to give a speech on "Current Economic Situation". Before this dinner, Zhou Enlai carefully read the economic data of Chongqing at that time, and telephoned the economist Xu Dixin to report the problems and thoughts of Chongqing capitalists, as well as their attitudes towards the Kuomintang's economic policies and bureaucratic capital.
At the dinner party on Friday, Zhou Enlai delivered a speech entitled "Current Economic Situation". The people who attended the lecture were very enthusiastic. Not only was it packed, but people also stood on the windowsill and outside the window of the lecture hall. However, the order of the venue was very good, and only Zhou Enlai's majestic voice was trembling.
Try to use the relevant knowledge of public relations to analyze and comment on this case.
A: 1. This case illustrates the speech problems in the practice of public relations. A speech is a speech delivered by a speaker to a certain audience on a certain issue. It is the most commonly used and common oral communication method in public relations work, and it will never be out of date. In this case, Zhou Enlai made full use of the public relations means of speech. In this case, Zhou Enlai made full use of the public relations means of speech to publicize the views and thoughts of China's * * * production party.
2. Although a speech is a kind of oral expression, it is different from an ordinary speech, which requires full preparation, including understanding the audience, being familiar with the theme and content, collecting materials and materials, preparing speeches and conducting appropriate drills. A successful speech begins with preparation. To get ready, the first thing is to investigate, determine the theme and content of the speech according to the investigation, collect the material of the speech, and choose the appropriate speech method. Zhou Enlai's speech was very successful because he was very serious and made a lot of preparations. Before the speech, he tried to read the economic data of Chongqing at that time, and asked Xu Dixin to report the problems and thoughts of Chongqing capitalists. These preparations laid the foundation for the success of the speech.
3. It can be seen that to make a successful speech, we must understand the audience, thoroughly analyze and study their social background, ideological trends, attitudes and behavior patterns, and determine the theme, content and appropriate speech methods of our own speech on this basis.