What is crisis public relations (the importance of crisis public relations)

If an enterprise wants to gain a foothold and develop, it must always be prepared to face public relations crises. Whether it is to avoid or resolve a crisis, crisis public relations are essential.

As we all know, public relations are very important to enterprises. Public relations need to deal with important affairs such as internal and external relations of enterprises, brand building and maintenance, and public relations crisis management. Among them, public relations crisis is more dangerous than other things, so crisis public relations is extremely important to the handling of public relations crisis events.

A public relations crisis refers to a public relations crisis event that can have a negative impact on an enterprise, and crisis public relations is a public relations response to a crisis. Public relations are very important for business. How important is it? First of all, we must know what threats and characteristics the publicity crisis poses to the enterprise.

The harm of public relations crisis to enterprises

There are many kinds of public relations crises, including general public relations crises and major public relations crises, as well as internal, tangible and intangible crises.

The general public relations crisis refers to some disputes between enterprises and other social relations, such as intrigue and friendly resource *** among merchants like Yili and Mengniu, complaints from consumers to merchants and dissatisfaction etc. , these are common to enterprises. But for public relations personnel, these disputes can often become the fuse of a real crisis, so careful prevention is a good attitude and a good way to deal with and prevent crises.

Major crisis public relations will cause huge losses to the company, such as heavy damage from external forces, major accidents and production errors, large-scale commercial crises, etc., will cause tangible or intangible financial losses, casualties, word-of-mouth blows, etc. loss. Among them, these tangible and intangible losses are also one of the criteria for dividing public relations crises.

The internal public relations crisis refers to the serious negligence of the internal members of the enterprise, which causes great damage to the enterprise, while the external public relations crisis is affected by some external factors, such as natural disasters, government policies, rumors, laws, etc. Factors beyond the control of the enterprise. In the face of internal and external crises, enterprises need to make adjustments and solutions.

To sum up, the public relations crisis has the following hazards to the enterprise:

Causes the enterprise with significant tangible losses of resources, property, and personnel.

It will cause a blow to the brand image of the company, lose the trust of consumers or the public, and bring tangible losses.

In the process of solving a major and difficult public relations crisis, the company spends a certain amount of resources and energy, and its normal operation is affected.

It is easy to bring negative impacts within the enterprise and cause the situation to be unstable.

The losses caused by the public relations crisis include many aspects. For enterprises, serious ones may even be destroyed. At the same time, the public relations crisis is very difficult, and it is a huge test and risk for enterprises and public relations personnel, which is determined by some of its characteristics.

Characteristics of a public relations crisis

The public relations crisis has certainRandomness, suddenness, seriousness and urgency.

Inevitability means that if an enterprise wants to develop in society, it must form social relations. Once public relations are formed, there will inevitably be some crises on Youyou.com. Therefore, it is impossible for an enterprise to avoid a public relations crisis, which means that crisis public relations is also necessary.

A sudden crisis means that the occurrence of a public relations crisis is unpredictable. It has certain precursors, but it often breaks out suddenly, which makes people unprepared. The reason is likely to be that something is wrong with a detail, but this detail is often difficult to imagine. Therefore, any weak link in the operation of the enterprise may lead to a public relations crisis. Therefore, in order to respond to the crisis in a timely manner, enterprises must be on standby at all times and formulate coping strategies. At this time, crisis public relations is imperative.

Severity refers to the huge negative impact of a public relations crisis. A general public relations crisis will cause temporary damage to the company’s reputation in a short period of time, but a serious crisis will deal a fatal blow to the company, destroying the company’s brand image, and the good reputation accumulated among the public will be destroyed within a period of time. Once, it even makes the enterprise fall into the situation of life and death. Therefore, crisis public relations must be handled in a calm and orderly manner, seize the opportunity of the incident, and not let go of any details, so as to make Youyou.com as beautiful as possible.

Urgency means that the crisis occurs and spreads very quickly, and because crisis events often become the focus of public opinion, the rapidity of communication and the freedom of discussion will suddenly magnify the problem. However, once the company makes negligence and mistakes in public relations, the continuous and rapid fermentation of public opinion will soon become uncontrollable. So there is one rule in crisis public relations, one of speed. It is precisely because the crisis occurred and fermented very quickly. The sooner you get the situation under control, the better. You need to respond as quickly as possible after a crisis occurs.

From the above characteristics, enterprises must pay attention to the crisis. Whether the problem is big or small, businesses should do their best to deal with it so that future disasters can be prevented. The difficulty and importance of crisis management means that crisis public relations are indispensable to the development of enterprises.