How to resolve the rumors crisis test corporate public relations capabilities

With the rumors of a group of leading companies in the industry, bankruptcy filings, layoffs, or capital shortages, or bosses escaping, the two giant companies, Xinzhongyuan and Xinmingzhu, have taken large scale in recent days. The measures to resolve all kinds of false rumors.

Firstly, Xinzhongyuan extensively invited a large number of reporters from mass media and industry media to conduct field interviews with Sichuan Xinzhongyuan, Jiangxi Xinzhongyuan, and Hunan Xinzhongyuan for more than 20 days, allowing reporters to witness the normal operation of their respective production bases. , issued to the industry a powerful evidence of the normal production and operation of the new Zhongyuan Company, and subsequently issued a lawyer’s statement in various media, stating that Huizhiyuan, which had closed down some time ago, was a factory that had been re-leased by Xinzhongyuan, and the company did not have employees in arrears. The phenomenon of wages and payments. Afterwards, the New Pearl Group reportedly used only a short period of 8 days without prior warning. It had spent 10 million yuan planning and organizing a dealer conference for more than 3,000 of the top 10 brands, and thus held a high Specifications for the reform and opening up of the 30-year large-scale cultural show, invited many big names to help out. At the same time, it also issued a statement to the public that the new Mingzhu No. 1 Plant was shut down in response to the government's industrial rectification requirements, and it was not rumored bankruptcy.

The giants of the two major ceramic companies have held a series of large-scale actions at the end of the year. Their purpose is self-evident. They are to show their strength and self-confidence to the public and to send a strong signal to the community: The company has no rumor in bankruptcy, The phenomenon of bankruptcy was escalated under the influence of industrial rectification and financial turmoil, and it was operating normally. Even if there are some phenomena such as stopping the kiln, layoffs, and decline in the sales volume of individual brands, it is also a common problem in the industry in the winter, and it does not mean that companies will survive or die.

In fact, before the two giants did not “sword out”, those who were a little familiar with the industry disapproved of such rumors. In the face of the ceramics industry in the winter, the two giants, which rely on large-scale, low-cost, market share seizures and maintained rapid growth for many years, naturally suffered earlier and stronger than the SMEs. However, in the face of all kinds of rumors in the industry, it is the best choice to clarify rumors by issuing lawyers’ statements, holding large-scale dealer activities and theatrical performances, but it has triggered a new round of discussions among people in the industry.

A company must survive and develop. It faces various kinds of crisis all the time. If the “Sanlu Poisoned Milk Powder Incident” is handled properly beforehand, it will not allow a decade old brand to go bankrupt; if new If the Pearl Group faces the "disguised layoffs" of the Sanshui Industrial Park and responds to the government's request for the closure of the Pearl One Plant in a timely manner, there will not be many rumors and it will become more and more prosperous. Rumors that this thing is the most terrible thing, just as the good things do not go out, bad things spread a thousand miles. Everyone often says that "the rumors stop at the wise men," but the rumors stop at the open, transparent, and positive responses. We should soberly realize that not all of the public are "smart people". They either listen to hearsay, spread widely, or have misgivings and deliberately slaughtered them; or suppress their opponents and deliberately slaughter them. All these things make the company hard to prevent. The only solution is to open the door, open your mind, and respond positively.

Through the activities of the two giants, Xinzhongyuan and New Pearl, we have seen the strength and self-confidence of the company, and have quietly eliminated the rumors. But at the same time, companies have also paid a huge price. Believe that rumors will be produced, and how to deal with this crisis, it is a test of corporate public relations capabilities.