Public relations crisis is not far from the LED industry need to prepare for a rainy day

Some people may think that only celebrities or government organizations such as public institutions need crisis management, especially for the emerging industries, especially in emerging industries, public relations crisis is still relatively remote. This idea is like buying a car do not buy insurance, the lack of awareness of the crisis, there is no crisis event will stop, once the damage to the enterprise will likely be devastating. For enterprises, the ability of public crisis management is an important guarantee for enterprises to remain invincible in the market competition. In fact, some of the successful enterprises are basically set up crisis management institutions.

A little earlier, Coca-Cola has Kentucky tonyred containing pesticide ingredients, the last point in 2010 when exposed in 2011 exposed the Sanlu milk powder containing melamine, Shuanghui clenbuterol, liquor plasticizer, Nongfushangquan 2012 water quality standard door event. In these crises, some big enterprises to survive, some quivering, although sapped but at least still keep the brand, but more is crashing down, especially those countless small and micro enterprises. These successful transition have the same experience, that is to understand the importance of crisis management, have the experience to correctly deal with the crisis, in a timely manner to eliminate the adverse factors, the damage will be reduced to the minimum, such as shuanghui. The failure, but also have the same reason, that is, the bad management of the crisis, such as sanlu.

In early 2013, when a lot of companies are immersed in the joy of the new year, some companies are particularly bitter day. The quality of the door, so that some LED companies suffered a head-on blow. It warns that the emerging industry could also face the threat of a public crisis at any time. At present, the domestic stock market and LED related listed companies close to 50, and is still at an annual rate of about 6 increase in the preparation or queuing listed companies have a number of ten. With the LED industry more and more public and social transformation of the enterprise, the public and the role of the image of the attitude you need to be more cautious and positive, any negative information after the rapid spread of the corporate brand image, two market investment enthusiasm will have a certain degree even destructive damage.

The new industry is different from the mature industry, after years of accumulation, has the irreplaceable nature of the products have a short period of time, the market has matured, which is a problem of the two companies is not likely to have a threat to the entire industry. For example, a traditional incandescent lamp manufacturers have quality problems, the worst is the factory break, it can not harm the entire incandescent industry. But the emerging industry may be due to some problems in the industry led to the entire industry into a crisis of confidence, resulting in a long time it is difficult to continue to promote. But the reality is that many LED companies lack the system of brand building and public relations marketing mechanism and talent, but also no professional crisis management department. Once there is a problem, often lose the ability to resist risks. Therefore, for such LED sunrise industry, it is necessary to do a good job of crisis management.

To some extent, crisis management is an integral part of the maintenance of corporate image. This image of the management in the absence of a crisis event may not be easy to find, which is set at the beginning of the purpose of the decision. Public relations crisis, simply means that when a negative event, may damage the main reputation and trust crisis, damage the main survival, using various means to properly handle the incident, to minimise damage or even completely eliminate. This is a kind of stress response, only when the stimulus will be reflected. But this kind of way after the remedy has been very backward, after all, the remedy is that damage has occurred, the damage has been done and then how to remedy the damage did not occur. There is a story in the spring and Autumn period, the famous doctor Bian Que of Wei Wang said, their three brothers medicine is the highest medical disease when the eldest brother, brother, skill of medical treatment at the beginning of the time, his skill is the worst, only the severe disease. Crisis management is also divided the three levels before the crisis has not appeared to solve it, not only the minimum cost of the best effect, but the enterprise does not produce any damage, this level of crisis management, naturally difficult to enter the public eye. Time is a crisis would strangle it, although the crisis has emerged, but after the injury, will not damage the body strength. This level of crisis management is difficult to enter people's sight.

The third level is that the crisis has attracted people's attention, the media has begun to report, but has not aroused widespread concern, the formation of some public opinion and even public conflict. This level of crisis management is easy to find, there are many examples, such as the above mentioned Sudan, clenbuterol crisis. Crisis management is one of the worst level of media has been widely reported, and even has formed a one-sided trend, the general public has a conflict, the main body of the action, which in fact has collapsed. Such crisis management is the most failure, such a crisis of public relations, the main body has been dead, that is not dead can also be said to be disabled, such as Sanlu milk powder.

Nowadays many communication scholars and public relations experts have advocated the crisis management tentacles extend forward, close contact in peacetime to pay attention and media and other departments, timely take the initiative to deal with the crisis, and the media and other departments feedback, truthful information timely and smooth communication. No crisis