"Door-to-Door" Li Yongguang: "Don't rush for a second" in crisis public relations
2024-08-07
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Seeing this title, you may have guessed what I am going to write about. You guessed it right, it is about the "major rollover accident" of Yili milk advertisement.
Everyone knows how the accident happened: before the results of the competition were announced, "the gold medal was given to Sun Yingsha and the silver medal was given to Zheng Qinwen". Afterwards, Yili also apologized quickly, roughly meaning that in order to share the style of Chinese athletes with everyone as soon as possible, the advertising department prepared different plans in advance. As a result, when testing the outdoor large screen in advance, the staff used the wrong "materials". Therefore, we apologize to everyone.
Although such an accident has a bad impact, everyone can understand it. After all, the competition between advertising companies has always been extremely fierce. Whoever can fire the first shot can win an important point in front of the employer. For the boss, who doesn't want to be ahead of the opponent in everything. For the audience, the party that can gain the upper hand in everything should also be the stronger party. The stronger party should also produce better things. "Faster, higher, stronger" is thus reflected in the business battlefield. However, everything has two sides. When you overemphasize one aspect, you are very likely to ignore the other side. The reason why the accident happened this time is that they overemphasized time and ignored the more important aspect-safety.
Or ask, "How big of a deal is this? Why are you still harping on this?" Yes, this is really "not a big deal". When I first saw this accident, I really thought it was a joke. However, I didn't expect that this matter would gradually ferment. When some people linked this "small matter" to the "collective black faces" of the table tennis team after Chen Meng won the championship, and speculated that this was "an agreement between capital and the team", do you still think it is a small matter? What's more, some people asked the leaders of the table tennis team to give a "reasonable explanation" for the so-called "black face incident", otherwise they would "appeal to the General Administration of Sports". So, a small test accident developed into a "public relations crisis" for Yili and the table tennis team.
I cannot speculate on the motives of the doubters, but these doubts are still somewhat "harmful". It is certain that these attacks will bring considerable challenges to the crisis public relations capabilities of the two parties being attacked. I sincerely hope that they can show their wisdom and successfully resolve this public relations crisis.
Of course, crises can always be resolved. Sometimes, "we ignore him" is also a good solution. However, you can ignore the malicious attacks of your opponents, but you must not forget one thing, that is, "safety first".
"It is better to stop for three minutes than to rush for one second." Some people have questioned the first half of this slogan, "It is better to stop for three minutes." I don't want to argue. But "Not rushing for one second" is still okay. The traffic light at the intersection changes immediately, and you rush through in one second. As a result, something goes wrong and the car overturns. Just like the "large rollover accident" of Yili this time, the situation is different, but the reason is the same. That is, once you relax your risk control awareness, risks will find you at any time.
About the Author
Li Yongguang is a senior reporter of Beijing Evening News. He was the director of the Sports Department and the Current Affairs News Center of Beijing Evening News, and a torchbearer for the 2008 Beijing Olympic Games.(In his more than 30 years of career as a sports journalist, Li Yongguang has written a large number of sports reports at home and abroad. From the 1984 Los Angeles Olympics to the 2012 London Olympics, he participated in or organized the reporting or editing work of 8 Olympic Games, either at the front or at the back. From the late 20th century to the beginning of this century, he opened a column "Green Night Talk" in Beijing Evening News, which mainly focused on football content. Over the years, he wrote more than 200 articles and comments. With his sharp or meticulous "thinking and arguing" style and his pursuit of rigorous logical analysis, he touched on many events of Chinese football and Beijing football, big and small. He had a considerable impact on the Beijing football fans at that time.)
