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专案处理


发表时间:2013-11-01     发布人:     阅读:2720 次      (25)

专案处理

有的企业在发展的过程中,由于客观或者自身的原因,企业的产品、员工或者突发事件成为公众关注的焦点。不当的处理可能导致严重的后果。根据采取必要的措施,及时作出恰当的跟进,才能化被动为主动。

在以往的事件中,有些企业对社会媒体不够了解,采取比较简单粗暴的方式对待网络言论,尤其是不利于他们的报道。通过各种方式(试图)删除相关的言论已经越 来越难以取得效果。这是因为,公众通过网络可以很容易地把内容传播出去,扩散到删不了的地步。通常,公众会方案删除这种处理方式,有意识地在跟广的范围发 布,引起更多人的关注。要从整个互联网上抹去不留下痕迹的难度是很大的。

某大型国际汽车公司,生产的越野车在用户使用过程中遇到重大的质量瑕疵。该公司的相关部门采取蛮横的方式处理,并通过各种手段在部分汽车行业站点删除了相 关讨论。结果反而导致了全民都关心这个问题,品牌折损非常大。该车型的销售情况也从加价提车变成了削价供应。

当企业变成社会媒体焦点的时候,一般都是因为负面消息发生。面对这种“公关”危机,勇敢地面对、负责任的态度、专业的意见是化被动为主动的法宝。下列原则是必须注意的。

1、第一时间发现问题才有更多的空间和时间。类似问题可以避免发生(例如,及早发现某批次的药物问题可以避免其他患者免遭不幸),也可以避免事故进一步扩大(如冲突事件的升级)。因此,用专业的手段预警这样的事件,不让灾难发生到不可收拾的地步是非常重要的。

2、诚实的态度。事故发生的第一时间,作为企业和当事人有时候很难了解全局。如果企业还对部分信息进行隐瞒,当事人 感受不到企业的诚意,甚至继续承受这种事件的破坏影响,容易导致灾难扩大和事件升级。在传统媒体的时代,通过控制消息面有利于降低工作的难度,但在社会媒 体发达的今天,公众很容易抓到更多的信息,发现事情的真相。封锁消息和掩饰真相只能取得很差的效果。

3、及时沟通。社会媒体的一个基本特征是交互和沟通,企业可以利用这个平台把你的产品、员工的情况表达出去,尤其是最新的情况。避免公众的猜测和误解,导致事情朝不好的方向发展。这里也需要专业的技术收集网络上相关的报道和最新的进展,采取相应的跟进措施。

4、专业的方法。发生问题的性质不同,如汽车的安全事故、药品的安全事故、视频的质量问题、电子产品的瑕疵等,结合专业来处理将事件回归到事情本身,专业的方法容易获得各方的认同,事情本身的解决。

5、良好的心态。认为小客户和大企业是小蚂蚁对抗大象的关系至少是不全面的,傲慢的态度会让其他客户产生寒蝉效应,损害市场的竞争力和企业品牌。急躁的心理也是不可取的,发生问题无论大小,只要企业自身的情况不错,困难是可以克服的。在某种情况下还可以化被动为主动。

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