面(mian)對(dui)品(pin)牌危(wei)(wei)機(ji)(ji)(ji)(ji)(ji)(ji)態(tai)(tai)度(du)(du)(du)(du)是(shi)關(guan)(guan)鍵 ——在(zai)(zai)企(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)媒(mei)(mei)(mei)(mei)(mei)體(ti)(ti)戰(zhan)略(lve)(lve)(lve)論壇(tan)上的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)講演(yan) 中(zhong)(zhong)國(guo)(guo)品(pin)牌營銷學會(hui)常(chang)務副秘(mi)書長李(li)易(yi)洲(zhou)，在(zai)(zai)論壇(tan)上就(jiu)企(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)如何處理(li)(li)危(wei)(wei)機(ji)(ji)(ji)(ji)(ji)(ji)公(gong)(gong)(gong)(gong)(gong)關(guan)(guan)發(fa)(fa)表(biao)(biao)(biao)了(le)(le)演(yan)講。李(li)易(yi)洲(zhou)指出(chu)，危(wei)(wei)機(ji)(ji)(ji)(ji)(ji)(ji)公(gong)(gong)(gong)(gong)(gong)關(guan)(guan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)五(wu)大(da)原(yuan)(yuan)則(ze)，即(ji)承擔責(ze)(ze)任(ren)(ren)原(yuan)(yuan)則(ze)、真誠溝(gou)(gou)(gou)通(tong)(tong)(tong)(tong)(tong)原(yuan)(yuan)則(ze)、速度(du)(du)(du)(du)第一(yi)(yi)原(yuan)(yuan)則(ze)、系(xi)統運(yun)行原(yuan)(yuan)則(ze)、權威證實原(yuan)(yuan)則(ze)。 采取(qu)何種態(tai)(tai)度(du)(du)(du)(du)非常(chang)關(guan)(guan)鍵 李(li)易(yi)洲(zhou)稱，當企(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)危(wei)(wei)機(ji)(ji)(ji)(ji)(ji)(ji)爆(bao)發(fa)(fa)后(hou)，公(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)往往有(you)(you)如下(xia)表(biao)(biao)(biao)現，非常(chang)情(qing)緒(xu)化(hua)，對(dui)于(yu)媒(mei)(mei)(mei)(mei)(mei)體(ti)(ti)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)信任(ren)(ren)度(du)(du)(du)(du)遠(yuan)高于(yu)對(dui)企(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)信任(ren)(ren)度(du)(du)(du)(du)；有(you)(you)罪推(tui)定，“寧(ning)愿(yuan)信其(qi)(qi)有(you)(you)，不(bu)(bu)(bu)(bu)愿(yuan)信其(qi)(qi)無”心(xin)態(tai)(tai)。而(er)(er)(er)(er)公(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)則(ze)關(guan)(guan)注(zhu)(zhu)兩(liang)方(fang)面(mian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)問題，一(yi)(yi)是(shi)利(li)(li)益，即(ji)使受(shou)害(hai)者(zhe)在(zai)(zai)此(ci)事(shi)故中(zhong)(zhong)也(ye)(ye)負有(you)(you)一(yi)(yi)定的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)責(ze)(ze)任(ren)(ren)，企(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)也(ye)(ye)不(bu)(bu)(bu)(bu)應(ying)(ying)(ying)(ying)(ying)該(gai)(gai)首先追究受(shou)害(hai)者(zhe)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)責(ze)(ze)任(ren)(ren)，否(fou)(fou)則(ze)雙方(fang)會(hui)各持己(ji)見，使矛盾加深(shen)，引(yin)起公(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)反(fan)感(gan)，不(bu)(bu)(bu)(bu)利(li)(li)于(yu)解(jie)決問題；二(er)是(shi)感(gan)情(qing)，公(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)很(hen)在(zai)(zai)意(yi)企(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)是(shi)否(fou)(fou)關(guan)(guan)注(zhu)(zhu)自己(ji)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)感(gan)受(shou)。因(yin)(yin)此(ci)，企(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)應(ying)(ying)(ying)(ying)(ying)該(gai)(gai)向(xiang)受(shou)害(hai)者(zhe)表(biao)(biao)(biao)示(shi)同情(qing)和(he)(he)安慰(wei)，并通(tong)(tong)(tong)(tong)(tong)過(guo)(guo)新聞媒(mei)(mei)(mei)(mei)(mei)體(ti)(ti)向(xiang)公(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)致歉(qian)，解(jie)決其(qi)(qi)深(shen)層次(ci)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)心(xin)理(li)(li)、情(qing)感(gan)問題，從(cong)而(er)(er)(er)(er)贏(ying)得公(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)理(li)(li)解(jie)和(he)(he)信任(ren)(ren)。 企(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)應(ying)(ying)(ying)(ying)(ying)該(gai)(gai)將(jiang)公(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)和(he)(he)消費者(zhe)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)利(li)(li)益放在(zai)(zai)第一(yi)(yi)位，這(zhe)(zhe)(zhe)是(shi)贏(ying)得公(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)認可(ke)(ke)(ke)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)關(guan)(guan)鍵，尤其(qi)(qi)是(shi)贏(ying)得新聞媒(mei)(mei)(mei)(mei)(mei)體(ti)(ti)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)認可(ke)(ke)(ke)。公(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)希望看到(dao)企(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)屈尊(zun)認錯(cuo)與積極(ji)改正(zheng)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)態(tai)(tai)度(du)(du)(du)(du)與行為(wei)(wei)，而(er)(er)(er)(er)不(bu)(bu)(bu)(bu)是(shi)要(yao)(yao)(yao)(yao)(yao)(yao)把企(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)置于(yu)死地，因(yin)(yin)而(er)(er)(er)(er)企(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)絕對(dui)不(bu)(bu)(bu)(bu)能(neng)(neng)選擇對(dui)抗(kang)，在(zai)(zai)危(wei)(wei)機(ji)(ji)(ji)(ji)(ji)(ji)公(gong)(gong)(gong)(gong)(gong)關(guan)(guan)爆(bao)發(fa)(fa)時(shi)，企(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)態(tai)(tai)度(du)(du)(du)(du)至關(guan)(guan)重要(yao)(yao)(yao)(yao)(yao)(yao)。 溝(gou)(gou)(gou)通(tong)(tong)(tong)(tong)(tong)“兩(liang)要(yao)(yao)(yao)(yao)(yao)(yao)”“兩(liang)不(bu)(bu)(bu)(bu)要(yao)(yao)(yao)(yao)(yao)(yao)” 李(li)易(yi)洲(zhou)表(biao)(biao)(biao)示(shi)，危(wei)(wei)機(ji)(ji)(ji)(ji)(ji)(ji)溝(gou)(gou)(gou)通(tong)(tong)(tong)(tong)(tong)要(yao)(yao)(yao)(yao)(yao)(yao)注(zhu)(zhu)意(yi)“兩(liang)要(yao)(yao)(yao)(yao)(yao)(yao)”和(he)(he)“兩(liang)不(bu)(bu)(bu)(bu)要(yao)(yao)(yao)(yao)(yao)(yao)”。危(wei)(wei)機(ji)(ji)(ji)(ji)(ji)(ji)溝(gou)(gou)(gou)通(tong)(tong)(tong)(tong)(tong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)“兩(liang)要(yao)(yao)(yao)(yao)(yao)(yao)”，一(yi)(yi)要(yao)(yao)(yao)(yao)(yao)(yao)誠實，建立信任(ren)(ren)是(shi)與公(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)進行危(wei)(wei)機(ji)(ji)(ji)(ji)(ji)(ji)溝(gou)(gou)(gou)通(tong)(tong)(tong)(tong)(tong)最(zui)重要(yao)(yao)(yao)(yao)(yao)(yao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)基(ji)(ji)礎。信任(ren)(ren)來自于(yu)很(hen)多(duo)方(fang)面(mian)，最(zui)重要(yao)(yao)(yao)(yao)(yao)(yao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)是(shi)誠實。美國(guo)(guo)“9•11” 事(shi)件(jian)后(hou)，紐約市(shi)長朱利(li)(li)安尼(ni)向(xiang)公(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)承認他(ta)也(ye)(ye)害(hai)怕(pa)，他(ta)不(bu)(bu)(bu)(bu)知道(dao)下(xia)一(yi)(yi)步會(hui)發(fa)(fa)生(sheng)什(shen)么事(shi)。誠實和(he)(he)公(gong)(gong)(gong)(gong)(gong)開有(you)(you)助于(yu)建立信任(ren)(ren)，使危(wei)(wei)機(ji)(ji)(ji)(ji)(ji)(ji)溝(gou)(gou)(gou)通(tong)(tong)(tong)(tong)(tong)更(geng)加有(you)(you)效。二(er)要(yao)(yao)(yao)(yao)(yao)(yao)尊(zun)重公(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)感(gan)受(shou)，永遠(yuan)不(bu)(bu)(bu)(bu)要(yao)(yao)(yao)(yao)(yao)(yao)埋怨(yuan)公(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)太(tai)不(bu)(bu)(bu)(bu)理(li)(li)智，永遠(yuan)不(bu)(bu)(bu)(bu)要(yao)(yao)(yao)(yao)(yao)(yao)忽略(lve)(lve)(lve)公(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)真實感(gan)受(shou)。 而(er)(er)(er)(er)溝(gou)(gou)(gou)通(tong)(tong)(tong)(tong)(tong)失(shi)敗的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)常(chang)見原(yuan)(yuan)因(yin)(yin)有(you)(you)：一(yi)(yi)是(shi)批評人們對(dui)于(yu)危(wei)(wei)機(ji)(ji)(ji)(ji)(ji)(ji)本能(neng)(neng)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)反(fan)應(ying)(ying)(ying)(ying)(ying)；二(er)是(shi)不(bu)(bu)(bu)(bu)接受(shou)恐懼(ju)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)感(gan)情(qing)基(ji)(ji)礎。危(wei)(wei)機(ji)(ji)(ji)(ji)(ji)(ji)溝(gou)(gou)(gou)通(tong)(tong)(tong)(tong)(tong)“兩(liang)不(bu)(bu)(bu)(bu)要(yao)(yao)(yao)(yao)(yao)(yao)”，一(yi)(yi)是(shi)不(bu)(bu)(bu)(bu)要(yao)(yao)(yao)(yao)(yao)(yao)過(guo)(guo)度(du)(du)(du)(du)反(fan)應(ying)(ying)(ying)(ying)(ying)，一(yi)(yi)定要(yao)(yao)(yao)(yao)(yao)(yao)把握好自己(ji)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)“反(fan)應(ying)(ying)(ying)(ying)(ying)度(du)(du)(du)(du)”，而(er)(er)(er)(er)不(bu)(bu)(bu)(bu)要(yao)(yao)(yao)(yao)(yao)(yao)過(guo)(guo)度(du)(du)(du)(du)反(fan)應(ying)(ying)(ying)(ying)(ying)，否(fou)(fou)則(ze)可(ke)(ke)(ke)能(neng)(neng)會(hui)人為(wei)(wei)地把事(shi)情(qing)鬧大(da)。二(er)是(shi)不(bu)(bu)(bu)(bu)要(yao)(yao)(yao)(yao)(yao)(yao)過(guo)(guo)度(du)(du)(du)(du)承諾(nuo)。例如：1997年香港(gang)爆(bao)發(fa)(fa)禽(qin)流(liu)感(gan)，作(zuo)為(wei)(wei)香港(gang)衛生(sheng)署負責(ze)(ze)人，不(bu)(bu)(bu)(bu)應(ying)(ying)(ying)(ying)(ying)該(gai)(gai)這(zhe)(zhe)(zhe)么說(shuo)“我(wo)(wo)昨天(tian)晚上吃(chi)了(le)(le)雞(ji)肉(rou)，我(wo)(wo)每天(tian)都吃(chi)雞(ji)肉(rou)”，而(er)(er)(er)(er)應(ying)(ying)(ying)(ying)(ying)該(gai)(gai)這(zhe)(zhe)(zhe)樣(yang)說(shuo)：“吃(chi)高溫煮過(guo)(guo)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)雞(ji)是(shi)安全(quan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)”；不(bu)(bu)(bu)(bu)應(ying)(ying)(ying)(ying)(ying)該(gai)(gai)對(dui)公(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)承諾(nuo)說(shuo)“我(wo)(wo)們可(ke)(ke)(ke)以(yi)在(zai)(zai)24小時(shi)內(nei)(nei)殺掉上百萬(wan)只(zhi)雞(ji)”，而(er)(er)(er)(er)應(ying)(ying)(ying)(ying)(ying)該(gai)(gai)理(li)(li)性地溝(gou)(gou)(gou)通(tong)(tong)(tong)(tong)(tong)：“我(wo)(wo)們會(hui)盡最(zui)大(da)努力，以(yi)最(zui)快的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)速度(du)(du)(du)(du)殺掉全(quan)香港(gang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)雞(ji)。不(bu)(bu)(bu)(bu)過(guo)(guo)，我(wo)(wo)們預(yu)(yu)計這(zhe)(zhe)(zhe)是(shi)一(yi)(yi)項(xiang)困(kun)難的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)工作(zuo)，可(ke)(ke)(ke)能(neng)(neng)會(hui)比較亂，可(ke)(ke)(ke)能(neng)(neng)會(hui)出(chu)現沒有(you)(you)預(yu)(yu)料到(dao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)事(shi)，不(bu)(bu)(bu)(bu)過(guo)(guo)，我(wo)(wo)們會(hui)盡最(zui)大(da)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)努力。” “十面(mian)埋伏”怎樣(yang)突(tu)圍？ 一(yi)(yi)般(ban)來說(shuo)，危(wei)(wei)機(ji)(ji)(ji)(ji)(ji)(ji)公(gong)(gong)(gong)(gong)(gong)關(guan)(guan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)對(dui)象包括：內(nei)(nei)部員工、公(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)、媒(mei)(mei)(mei)(mei)(mei)體(ti)(ti)、政府、投資人、債(zhai)權人、經銷商(shang)、供(gong)應(ying)(ying)(ying)(ying)(ying)商(shang)、競爭對(dui)手、社(she)會(hui)團(tuan)體(ti)(ti)等十個方(fang)面(mian)。我(wo)(wo)們稱之(zhi)為(wei)(wei)“危(wei)(wei)機(ji)(ji)(ji)(ji)(ji)(ji)公(gong)(gong)(gong)(gong)(gong)關(guan)(guan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)十面(mian)埋伏”。 李(li)易(yi)洲(zhou)全(quan)面(mian)介(jie)紹了(le)(le)這(zhe)(zhe)(zhe)“十面(mian)埋伏”的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)對(dui)應(ying)(ying)(ying)(ying)(ying)突(tu)圍方(fang)法。并重點強調了(le)(le)其(qi)(qi)中(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)三大(da)攻(gong)略(lve)(lve)(lve)。 內(nei)(nei)部攻(gong)略(lve)(lve)(lve)，員工是(shi)危(wei)(wei)機(ji)(ji)(ji)(ji)(ji)(ji)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)受(shou)害(hai)者(zhe)和(he)(he)承擔者(zhe)。只(zhi)有(you)(you)穩住軍心(xin)，才能(neng)(neng)建立一(yi)(yi)個穩固的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)大(da)后(hou)方(fang)。中(zhong)(zhong)美史克公(gong)(gong)(gong)(gong)(gong)司(si)“PPA風波”之(zhi)后(hou)，其(qi)(qi)總經理(li)(li)曾說(shuo)：“我(wo)(wo)們最(zui)大(da)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)成功(gong)，應(ying)(ying)(ying)(ying)(ying)該(gai)(gai)是(shi)沒有(you)(you)將(jiang)外部危(wei)(wei)機(ji)(ji)(ji)(ji)(ji)(ji)轉化(hua)為(wei)(wei)內(nei)(nei)部危(wei)(wei)機(ji)(ji)(ji)(ji)(ji)(ji)。” 公(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)攻(gong)略(lve)(lve)(lve)，公(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)是(shi)危(wei)(wei)機(ji)(ji)(ji)(ji)(ji)(ji)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)火(huo)源(yuan)(yuan)，要(yao)(yao)(yao)(yao)(yao)(yao)解(jie)決危(wei)(wei)機(ji)(ji)(ji)(ji)(ji)(ji)，就(jiu)必(bi)須滅火(huo)源(yuan)(yuan)。公(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)攻(gong)略(lve)(lve)(lve)可(ke)(ke)(ke)以(yi)概括為(wei)(wei)道(dao)歉(qian)、務必(bi)閉嘴(zui)、展示(shi)和(he)(he)讓公(gong)(gong)(gong)(gong)(gong)眾(zhong)(zhong)滿意(yi)這(zhe)(zhe)(zhe)四個方(fang)面(mian)。 媒(mei)(mei)(mei)(mei)(mei)體(ti)(ti)攻(gong)略(lve)(lve)(lve)，媒(mei)(mei)(mei)(mei)(mei)體(ti)(ti)是(shi)危(wei)(wei)機(ji)(ji)(ji)(ji)(ji)(ji)爆(bao)發(fa)(fa)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)途(tu)徑，同時(shi)也(ye)(ye)是(shi)危(wei)(wei)機(ji)(ji)(ji)(ji)(ji)(ji)控制的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)關(guan)(guan)鍵。它是(shi)典(dian)型的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)雙刃劍。媒(mei)(mei)(mei)(mei)(mei)體(ti)(ti)在(zai)(zai)報道(dao)企(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)時(shi)有(you)(you)兩(liang)個特點，一(yi)(yi)是(shi)沒有(you)(you)義務按照企(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)理(li)(li)解(jie)和(he)(he)希望去報道(dao)；二(er)是(shi)媒(mei)(mei)(mei)(mei)(mei)體(ti)(ti)有(you)(you)可(ke)(ke)(ke)能(neng)(neng)因(yin)(yin)為(wei)(wei)不(bu)(bu)(bu)(bu)準確(que)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)語言而(er)(er)(er)(er)背離了(le)(le)企(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)所想表(biao)(biao)(biao)達的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)真實內(nei)(nei)容。不(bu)(bu)(bu)(bu)要(yao)(yao)(yao)(yao)(yao)(yao)把自己(ji)推(tui)到(dao)媒(mei)(mei)(mei)(mei)(mei)體(ti)(ti)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)對(dui)立面(mian)。
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