面對(dui)(dui)(dui)(dui)品牌危機(ji)(ji)(ji)態(tai)度(du)(du)是(shi)(shi)關(guan)(guan)鍵(jian) ——在(zai)(zai)企(qi)業(ye)(ye)媒(mei)(mei)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)戰略(lve)論(lun)壇上(shang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)講演(yan)(yan) 中國品牌營銷(xiao)學會(hui)常務(wu)副秘書長(chang)李易洲，在(zai)(zai)論(lun)壇上(shang)就企(qi)業(ye)(ye)如何(he)處理危機(ji)(ji)(ji)公(gong)(gong)(gong)(gong)關(guan)(guan)發(fa)(fa)表了(le)(le)演(yan)(yan)講。李易洲指出，危機(ji)(ji)(ji)公(gong)(gong)(gong)(gong)關(guan)(guan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)五大(da)原(yuan)則(ze)，即承(cheng)擔責(ze)任(ren)原(yuan)則(ze)、真(zhen)誠(cheng)溝(gou)(gou)通(tong)(tong)原(yuan)則(ze)、速(su)度(du)(du)第一(yi)(yi)(yi)(yi)原(yuan)則(ze)、系統(tong)運行(xing)原(yuan)則(ze)、權威證實原(yuan)則(ze)。 采(cai)取何(he)種態(tai)度(du)(du)非常關(guan)(guan)鍵(jian) 李易洲稱，當企(qi)業(ye)(ye)危機(ji)(ji)(ji)爆(bao)(bao)發(fa)(fa)后(hou)，公(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)(zhong)(zhong)往往有(you)(you)如下表現，非常情(qing)緒化，對(dui)(dui)(dui)(dui)于(yu)媒(mei)(mei)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)的(de)(de)(de)(de)(de)(de)(de)(de)(de)信(xin)任(ren)度(du)(du)遠高于(yu)對(dui)(dui)(dui)(dui)企(qi)業(ye)(ye)的(de)(de)(de)(de)(de)(de)(de)(de)(de)信(xin)任(ren)度(du)(du)；有(you)(you)罪推定，“寧愿信(xin)其(qi)(qi)(qi)(qi)有(you)(you)，不(bu)(bu)愿信(xin)其(qi)(qi)(qi)(qi)無”心(xin)態(tai)。而(er)(er)(er)(er)公(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)(zhong)(zhong)則(ze)關(guan)(guan)注兩(liang)(liang)方(fang)面的(de)(de)(de)(de)(de)(de)(de)(de)(de)問題，一(yi)(yi)(yi)(yi)是(shi)(shi)利益(yi)，即使(shi)受害(hai)者在(zai)(zai)此事故中也負有(you)(you)一(yi)(yi)(yi)(yi)定的(de)(de)(de)(de)(de)(de)(de)(de)(de)責(ze)任(ren)，企(qi)業(ye)(ye)也不(bu)(bu)應(ying)(ying)(ying)該(gai)(gai)首先追究受害(hai)者的(de)(de)(de)(de)(de)(de)(de)(de)(de)責(ze)任(ren)，否(fou)則(ze)雙(shuang)方(fang)會(hui)各持己見，使(shi)矛盾加(jia)深(shen)，引起公(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)反(fan)(fan)感(gan)(gan)(gan)，不(bu)(bu)利于(yu)解決(jue)問題；二(er)是(shi)(shi)感(gan)(gan)(gan)情(qing)，公(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)(zhong)(zhong)很(hen)在(zai)(zai)意企(qi)業(ye)(ye)是(shi)(shi)否(fou)關(guan)(guan)注自(zi)己的(de)(de)(de)(de)(de)(de)(de)(de)(de)感(gan)(gan)(gan)受。因(yin)此，企(qi)業(ye)(ye)應(ying)(ying)(ying)該(gai)(gai)向(xiang)受害(hai)者表示同情(qing)和(he)(he)安(an)慰，并通(tong)(tong)過(guo)(guo)新(xin)聞(wen)媒(mei)(mei)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)向(xiang)公(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)(zhong)(zhong)致(zhi)歉，解決(jue)其(qi)(qi)(qi)(qi)深(shen)層次的(de)(de)(de)(de)(de)(de)(de)(de)(de)心(xin)理、情(qing)感(gan)(gan)(gan)問題，從而(er)(er)(er)(er)贏(ying)得(de)公(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)理解和(he)(he)信(xin)任(ren)。 企(qi)業(ye)(ye)應(ying)(ying)(ying)該(gai)(gai)將(jiang)公(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)(zhong)(zhong)和(he)(he)消費(fei)者的(de)(de)(de)(de)(de)(de)(de)(de)(de)利益(yi)放(fang)在(zai)(zai)第一(yi)(yi)(yi)(yi)位，這(zhe)是(shi)(shi)贏(ying)得(de)公(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)(zhong)(zhong)認(ren)可(ke)(ke)的(de)(de)(de)(de)(de)(de)(de)(de)(de)關(guan)(guan)鍵(jian)，尤其(qi)(qi)(qi)(qi)是(shi)(shi)贏(ying)得(de)新(xin)聞(wen)媒(mei)(mei)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)的(de)(de)(de)(de)(de)(de)(de)(de)(de)認(ren)可(ke)(ke)。公(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)(zhong)(zhong)希(xi)望看到(dao)企(qi)業(ye)(ye)屈尊(zun)認(ren)錯與(yu)積極(ji)改(gai)正(zheng)的(de)(de)(de)(de)(de)(de)(de)(de)(de)態(tai)度(du)(du)與(yu)行(xing)為(wei)，而(er)(er)(er)(er)不(bu)(bu)是(shi)(shi)要(yao)(yao)(yao)(yao)(yao)(yao)把(ba)(ba)企(qi)業(ye)(ye)置于(yu)死地，因(yin)而(er)(er)(er)(er)企(qi)業(ye)(ye)絕對(dui)(dui)(dui)(dui)不(bu)(bu)能(neng)(neng)選(xuan)擇對(dui)(dui)(dui)(dui)抗，在(zai)(zai)危機(ji)(ji)(ji)公(gong)(gong)(gong)(gong)關(guan)(guan)爆(bao)(bao)發(fa)(fa)時(shi)(shi)，企(qi)業(ye)(ye)的(de)(de)(de)(de)(de)(de)(de)(de)(de)態(tai)度(du)(du)至關(guan)(guan)重(zhong)(zhong)要(yao)(yao)(yao)(yao)(yao)(yao)。 溝(gou)(gou)通(tong)(tong)“兩(liang)(liang)要(yao)(yao)(yao)(yao)(yao)(yao)”“兩(liang)(liang)不(bu)(bu)要(yao)(yao)(yao)(yao)(yao)(yao)” 李易洲表示，危機(ji)(ji)(ji)溝(gou)(gou)通(tong)(tong)要(yao)(yao)(yao)(yao)(yao)(yao)注意“兩(liang)(liang)要(yao)(yao)(yao)(yao)(yao)(yao)”和(he)(he)“兩(liang)(liang)不(bu)(bu)要(yao)(yao)(yao)(yao)(yao)(yao)”。危機(ji)(ji)(ji)溝(gou)(gou)通(tong)(tong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)“兩(liang)(liang)要(yao)(yao)(yao)(yao)(yao)(yao)”，一(yi)(yi)(yi)(yi)要(yao)(yao)(yao)(yao)(yao)(yao)誠(cheng)實，建立(li)信(xin)任(ren)是(shi)(shi)與(yu)公(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)(zhong)(zhong)進行(xing)危機(ji)(ji)(ji)溝(gou)(gou)通(tong)(tong)最(zui)重(zhong)(zhong)要(yao)(yao)(yao)(yao)(yao)(yao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)基礎。信(xin)任(ren)來自(zi)于(yu)很(hen)多方(fang)面，最(zui)重(zhong)(zhong)要(yao)(yao)(yao)(yao)(yao)(yao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)是(shi)(shi)誠(cheng)實。美(mei)國“9•11” 事件后(hou)，紐約市長(chang)朱利安(an)尼向(xiang)公(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)(zhong)(zhong)承(cheng)認(ren)他(ta)也害(hai)怕，他(ta)不(bu)(bu)知道下一(yi)(yi)(yi)(yi)步(bu)會(hui)發(fa)(fa)生什么事。誠(cheng)實和(he)(he)公(gong)(gong)(gong)(gong)開有(you)(you)助(zhu)于(yu)建立(li)信(xin)任(ren)，使(shi)危機(ji)(ji)(ji)溝(gou)(gou)通(tong)(tong)更加(jia)有(you)(you)效。二(er)要(yao)(yao)(yao)(yao)(yao)(yao)尊(zun)重(zhong)(zhong)公(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)感(gan)(gan)(gan)受，永遠不(bu)(bu)要(yao)(yao)(yao)(yao)(yao)(yao)埋(mai)怨公(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)(zhong)(zhong)太不(bu)(bu)理智，永遠不(bu)(bu)要(yao)(yao)(yao)(yao)(yao)(yao)忽略(lve)公(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)真(zhen)實感(gan)(gan)(gan)受。 而(er)(er)(er)(er)溝(gou)(gou)通(tong)(tong)失敗的(de)(de)(de)(de)(de)(de)(de)(de)(de)常見原(yuan)因(yin)有(you)(you)：一(yi)(yi)(yi)(yi)是(shi)(shi)批評人們(men)對(dui)(dui)(dui)(dui)于(yu)危機(ji)(ji)(ji)本能(neng)(neng)的(de)(de)(de)(de)(de)(de)(de)(de)(de)反(fan)(fan)應(ying)(ying)(ying)；二(er)是(shi)(shi)不(bu)(bu)接受恐懼的(de)(de)(de)(de)(de)(de)(de)(de)(de)感(gan)(gan)(gan)情(qing)基礎。危機(ji)(ji)(ji)溝(gou)(gou)通(tong)(tong)“兩(liang)(liang)不(bu)(bu)要(yao)(yao)(yao)(yao)(yao)(yao)”，一(yi)(yi)(yi)(yi)是(shi)(shi)不(bu)(bu)要(yao)(yao)(yao)(yao)(yao)(yao)過(guo)(guo)度(du)(du)反(fan)(fan)應(ying)(ying)(ying)，一(yi)(yi)(yi)(yi)定要(yao)(yao)(yao)(yao)(yao)(yao)把(ba)(ba)握好自(zi)己的(de)(de)(de)(de)(de)(de)(de)(de)(de)“反(fan)(fan)應(ying)(ying)(ying)度(du)(du)”，而(er)(er)(er)(er)不(bu)(bu)要(yao)(yao)(yao)(yao)(yao)(yao)過(guo)(guo)度(du)(du)反(fan)(fan)應(ying)(ying)(ying)，否(fou)則(ze)可(ke)(ke)能(neng)(neng)會(hui)人為(wei)地把(ba)(ba)事情(qing)鬧大(da)。二(er)是(shi)(shi)不(bu)(bu)要(yao)(yao)(yao)(yao)(yao)(yao)過(guo)(guo)度(du)(du)承(cheng)諾(nuo)。例如：1997年香(xiang)港爆(bao)(bao)發(fa)(fa)禽流感(gan)(gan)(gan)，作為(wei)香(xiang)港衛生署(shu)負責(ze)人，不(bu)(bu)應(ying)(ying)(ying)該(gai)(gai)這(zhe)么說(shuo)(shuo)(shuo)“我(wo)(wo)昨天(tian)晚上(shang)吃了(le)(le)雞(ji)肉，我(wo)(wo)每天(tian)都吃雞(ji)肉”，而(er)(er)(er)(er)應(ying)(ying)(ying)該(gai)(gai)這(zhe)樣說(shuo)(shuo)(shuo)：“吃高溫煮過(guo)(guo)的(de)(de)(de)(de)(de)(de)(de)(de)(de)雞(ji)是(shi)(shi)安(an)全的(de)(de)(de)(de)(de)(de)(de)(de)(de)”；不(bu)(bu)應(ying)(ying)(ying)該(gai)(gai)對(dui)(dui)(dui)(dui)公(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)(zhong)(zhong)承(cheng)諾(nuo)說(shuo)(shuo)(shuo)“我(wo)(wo)們(men)可(ke)(ke)以在(zai)(zai)24小(xiao)時(shi)(shi)內殺(sha)掉(diao)上(shang)百萬(wan)只(zhi)雞(ji)”，而(er)(er)(er)(er)應(ying)(ying)(ying)該(gai)(gai)理性(xing)地溝(gou)(gou)通(tong)(tong)：“我(wo)(wo)們(men)會(hui)盡最(zui)大(da)努力，以最(zui)快的(de)(de)(de)(de)(de)(de)(de)(de)(de)速(su)度(du)(du)殺(sha)掉(diao)全香(xiang)港的(de)(de)(de)(de)(de)(de)(de)(de)(de)雞(ji)。不(bu)(bu)過(guo)(guo)，我(wo)(wo)們(men)預計這(zhe)是(shi)(shi)一(yi)(yi)(yi)(yi)項困(kun)難的(de)(de)(de)(de)(de)(de)(de)(de)(de)工(gong)(gong)作，可(ke)(ke)能(neng)(neng)會(hui)比較亂，可(ke)(ke)能(neng)(neng)會(hui)出現沒(mei)有(you)(you)預料到(dao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)事，不(bu)(bu)過(guo)(guo)，我(wo)(wo)們(men)會(hui)盡最(zui)大(da)的(de)(de)(de)(de)(de)(de)(de)(de)(de)努力。” “十(shi)(shi)面埋(mai)伏”怎樣突圍？ 一(yi)(yi)(yi)(yi)般來說(shuo)(shuo)(shuo)，危機(ji)(ji)(ji)公(gong)(gong)(gong)(gong)關(guan)(guan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)對(dui)(dui)(dui)(dui)象包括(kuo)：內部(bu)員(yuan)工(gong)(gong)、公(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)(zhong)(zhong)、媒(mei)(mei)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)、政府、投資人、債權人、經銷(xiao)商、供應(ying)(ying)(ying)商、競(jing)爭對(dui)(dui)(dui)(dui)手、社(she)會(hui)團(tuan)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)等十(shi)(shi)個方(fang)面。我(wo)(wo)們(men)稱之(zhi)為(wei)“危機(ji)(ji)(ji)公(gong)(gong)(gong)(gong)關(guan)(guan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)十(shi)(shi)面埋(mai)伏”。 李易洲全面介紹(shao)了(le)(le)這(zhe)“十(shi)(shi)面埋(mai)伏”的(de)(de)(de)(de)(de)(de)(de)(de)(de)對(dui)(dui)(dui)(dui)應(ying)(ying)(ying)突圍方(fang)法。并重(zhong)(zhong)點強(qiang)調了(le)(le)其(qi)(qi)(qi)(qi)中的(de)(de)(de)(de)(de)(de)(de)(de)(de)三大(da)攻略(lve)。 內部(bu)攻略(lve)，員(yuan)工(gong)(gong)是(shi)(shi)危機(ji)(ji)(ji)的(de)(de)(de)(de)(de)(de)(de)(de)(de)受害(hai)者和(he)(he)承(cheng)擔者。只(zhi)有(you)(you)穩住軍心(xin)，才能(neng)(neng)建立(li)一(yi)(yi)(yi)(yi)個穩固的(de)(de)(de)(de)(de)(de)(de)(de)(de)大(da)后(hou)方(fang)。中美(mei)史(shi)克公(gong)(gong)(gong)(gong)司“PPA風波(bo)”之(zhi)后(hou)，其(qi)(qi)(qi)(qi)總經理曾(ceng)說(shuo)(shuo)(shuo)：“我(wo)(wo)們(men)最(zui)大(da)的(de)(de)(de)(de)(de)(de)(de)(de)(de)成(cheng)功(gong)，應(ying)(ying)(ying)該(gai)(gai)是(shi)(shi)沒(mei)有(you)(you)將(jiang)外(wai)部(bu)危機(ji)(ji)(ji)轉(zhuan)化為(wei)內部(bu)危機(ji)(ji)(ji)。” 公(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)(zhong)(zhong)攻略(lve)，公(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)(zhong)(zhong)是(shi)(shi)危機(ji)(ji)(ji)的(de)(de)(de)(de)(de)(de)(de)(de)(de)火源(yuan)，要(yao)(yao)(yao)(yao)(yao)(yao)解決(jue)危機(ji)(ji)(ji)，就必須(xu)滅火源(yuan)。公(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)(zhong)(zhong)攻略(lve)可(ke)(ke)以概括(kuo)為(wei)道歉、務(wu)必閉嘴、展示和(he)(he)讓公(gong)(gong)(gong)(gong)眾(zhong)(zhong)(zhong)(zhong)(zhong)滿意這(zhe)四個方(fang)面。 媒(mei)(mei)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)攻略(lve)，媒(mei)(mei)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)是(shi)(shi)危機(ji)(ji)(ji)爆(bao)(bao)發(fa)(fa)的(de)(de)(de)(de)(de)(de)(de)(de)(de)途徑，同時(shi)(shi)也是(shi)(shi)危機(ji)(ji)(ji)控制的(de)(de)(de)(de)(de)(de)(de)(de)(de)關(guan)(guan)鍵(jian)。它是(shi)(shi)典型的(de)(de)(de)(de)(de)(de)(de)(de)(de)雙(shuang)刃劍。媒(mei)(mei)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)在(zai)(zai)報道企(qi)業(ye)(ye)時(shi)(shi)有(you)(you)兩(liang)(liang)個特(te)點，一(yi)(yi)(yi)(yi)是(shi)(shi)沒(mei)有(you)(you)義務(wu)按照(zhao)企(qi)業(ye)(ye)的(de)(de)(de)(de)(de)(de)(de)(de)(de)理解和(he)(he)希(xi)望去報道；二(er)是(shi)(shi)媒(mei)(mei)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)有(you)(you)可(ke)(ke)能(neng)(neng)因(yin)為(wei)不(bu)(bu)準確的(de)(de)(de)(de)(de)(de)(de)(de)(de)語言(yan)而(er)(er)(er)(er)背離了(le)(le)企(qi)業(ye)(ye)所想表達的(de)(de)(de)(de)(de)(de)(de)(de)(de)真(zhen)實內容。不(bu)(bu)要(yao)(yao)(yao)(yao)(yao)(yao)把(ba)(ba)自(zi)己推到(dao)媒(mei)(mei)體(ti)(ti)(ti)(ti)(ti)(ti)(ti)的(de)(de)(de)(de)(de)(de)(de)(de)(de)對(dui)(dui)(dui)(dui)立(li)面。
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