Chapter 19 Facing a product crisis, what should we do next?

Case background: Founded in the 1850s, Masterle is a global eye care company dedicated to making consumers see better, look better, and feel better through innovative technology and technology.At present, the annual turnover is nearly three billion US dollars, with about 15,000 employees in more than 50 countries around the world, and its products are sold in more than 100 countries around the world. Its global headquarters is located in New York State, USA.The core business is: contact lens, nursing potion, ophthalmic medicine, refraction, cataract, vitreous retina and other products. The products of Masterle can be divided into three series: vision care (VisionCare), ophthalmic surgery (Surgical) and ophthalmic medicine (Pharmaceuticals).Vision care is the world's most complete vision care product produced and marketed by Masterle, including soft and hard oxygen permeable (RGP) contact lenses, soft and hard oxygen permeable (RGP) contact lens care products, eye care products, such as eye drops And ointment (not sold in China), accessories related to vision correction, magnifying glass and glasses accessories (not sold in China), etc.

Masterle Eye Care Products China Co., Ltd. is a wholly-owned company of American Masterle in China. It is a large-scale enterprise mainly producing contact lenses and care products. It has entered China for more than ten years.Since 1987, the market and sales of Shuo Le contact lenses and care products have been increasing year by year since they were launched in the Chinese market. Shuo Le has almost become synonymous with contact lenses. "Dear Master Lelun is extremely comfortable" has become the sincere feeling of the wearer. The sales of the contact lens products of Shishu Le Company have been very good because they have identified the vacancy in the Chinese market and there are no alternative products in the market.In the case that the company's own marketing efforts are not high, relying on word-of-mouth communication from consumers can also achieve good sales performance.The good performance in the Chinese market has made Masterle China's position in the companies invested by Masterle Global is getting higher and higher. Sun Lei, CEO of Masterle China, is also getting more and more attention from Masterle Global CEO Smith. Smith is also considering appointment Sun Lei is the president of the Asia Pacific region.

Although the sales of Shuo Le's contact lens products have soared all the way, it does not mean that there are no complaints and dissatisfaction from consumers.When the company started to enter China, some consumers had keratitis in contact lens wearers when they used Shile care solution. Consumers went to the company headquarters. However, due to the company's attention to these incidents, consumers' concerns Complaints have decreased, and the situation has not expanded. However, a real product crisis has appeared unexpectedly. How did Master Music deal with this time, and what did CEO Sun Lei, who is about to be promoted, do?

Sun Lei habitually pressed the car radio switch on the Ford car and tuned the audio to 101.5 China Business News.Every morning at 8 o'clock sharp, Sun Lei drives from his home near Century Park in Pudong, Shanghai. While rushing to the company on the elevated highway, he listens to the important news of the day of China Business News.The radio is playing the latest progress of Shanda, the largest online game company in China, acquiring Sina, the largest portal in China. Sun Lei likes to listen to financial news. After more than ten years of shopping malls, Sun Lei has a natural sensitivity to financial news. Every time he hears some important financial news, Sun Lei has to guess what happened behind the news.Today is no exception. What is Shanda's motivation for acquiring Sina?What will Shanda do next?

Sun Lei's brain was spinning with the latest report being played. "Masterle care solution causes keratitis in contact lens wearers! Recently, the Hong Kong Center for Health Protection received a notification from Singapore that in January this year, 7 local Singaporeans had suffered from keratitis caused by fungus, and the patients were wearing contact lenses. Glasses. Since May last year, a total of 19 such patients have been found in the local area, 18 of whom have used Shile multifunctional contact lens care lotion to clean their contact lenses. At present, the Hong Kong Department of Health has contacted the manufacturer in Hong Kong to investigate whether the incident It is related to the eye drops, and Master Le Hong Kong Co., Ltd. has stated that it has no intention of recalling the relevant product.” Suddenly, when the news was broadcast on the radio, Sun Lei’s face suddenly turned pale. "Regarding the quality of the company's products, Singapore and Hong Kong have already attracted media coverage, and the Chinese market will inevitably cause a chain reaction. It seems that life has been difficult recently." After hearing the news, Sun Lei pondered over this matter with a frozen expression. question.

As soon as he arrived at the office, Sun Lei found Zhang Na, the director of public relations, anxiously waiting for him in the office.As soon as she saw Sun Lei coming in, Zhang Na said anxiously: "Mr. Sun, we are in big trouble this time. From last night to this morning, my phone was ringing off the hook. From 10 o'clock last night to now, I They want to know how our Chinese company views the product problems in Hong Kong, and also want to know whether our Chinese company also has product problems.” Sun Lei listened to Zhang Na's report and turned on the computer. "As soon as I got to work this morning, the customer service department received several consultation calls from consumers. Some consumers asked whether the problems with Hong Kong products would involve products in the mainland China market. Some consumers also said that they brought Master Le Stealth The glasses felt slight keratitis, red and swollen eyes and other symptoms. I hope the company can give an explanation as soon as possible. Reported by the Response Monitoring Center." Zhang Na paused for a moment when she said this, and looked at Sun Lei who was frowning and said nothing.

After turning on the computer, Sun Lei saw at a glance the headline on the homepage of the largest portal in China, "Some potions of Master Music may cause fungal keratitis. Singapore has stopped selling them, and the Chinese market said they didn't know about them." Several other portal websites have also seen similar content reports. After the news report of one portal website, more than 200 people posted posts on this news in a short period of time, mainly suspecting that domestic masters Is Le Potion also a problem.Seeing this, Sun Lei, who was originally frowning, seemed even more helpless. "Something went wrong at this time! The company's global CEO Smith will come to China next month and will announce that he will be promoted to CEO of the Asia-Pacific region. If this matter is not handled properly, it will cause market fluctuations, not to mention promotion, the current position It's hard to say whether it will be saved."Sun Lei thought to himself. "Zhang Na, you have always been excellent in public relations. What do you think we should do this time?" Sun Lei kicked the ball to Zhang Na, the public relations director standing in front of him, in a leader's tone.

"We must make a statement to the public and the media today, and take the initiative, otherwise we will be more passive. The 24 hours after a crisis event is very important, we must seize the limited time to minimize the impact of the situation. Zhang Na replied with her own public relations language and professional tone. "The problem is that the news about the company's Singapore side is now everywhere in the media, and the situation has expanded."Sun Lei was talking when suddenly Zhang Na's cell phone rang again.Zhang Na picked up her mobile phone and looked at it. It was Li Jun, a reporter from the largest local evening paper.To accept or not to accept?Professional habits tell Zhang Na that she must pick up.The other party obviously wants to ask himself what he thinks about the fungal keratitis incident caused by some of the master's medicines in Singapore and how the Chinese company will deal with it next. "How to answer? If the company does not have a clear plan for the next step, it is really difficult to answer." Zhang Na thought. "Hong Kong's local Department of Health urges citizens to properly clean and disinfect contact lenses. This appeal stems from a recent report by the Singapore Health Department: At the beginning of this year, 7 citizens suffered from keratitis caused by fungus, all of whom had worn contact lenses , 18 of them have used the multi-functional contact lens care potion produced by Shuo Le Company, how does your company view this matter, and what is the plan for the Chinese market?" Li Jun asked Zhang Na on the phone. "We have noticed such incidents in the Hong Kong market. 98% of the care solutions sold in mainland China are produced in mainland China, which is different from products produced and sold in Singapore and Hong Kong, China. At the same time, there are also problems in transportation and storage. The difference is that the nursing solution of China Masterle has passed the ISO9002 and ISO14001 standards and the inspection of the State Administration of Medical Inspection, and the entire production process is not exposed to the external environment." Zhang Na answered the other party in public relations terms. "Whether there are some defects in the technology of your company's potion, which caused consumers to have adverse reactions? I have investigated some users of your company's products, and most of them said that there is no problem in using them, but some consumers said that your company's products have caused problems. Their discomfort." Li Jun was obviously dissatisfied with Zhang Na's answer. "Well, I'll let you know when we have further news." Zhang Na ended the call with another customary public relations phrase.

"Let the secretary inform the company's director and above, all employees of the public relations department, and all employees of the legal department to meet in the company's conference room at 1 p.m., and everyone will sort out a completed response strategy on this matter as soon as possible, and unify the external aperture. Zhang Na, please inform us by the way Let the staff from De Aiman, a public relations agency company, come to the meeting as well. By the way, you can ask the secretary to sort out all the media reports, make a copy and send a copy to everyone at the meeting." Sun Lei made a statement to Zhang Na arrange.

"It happened so suddenly. Why did it happen at this time? It would be great if this happened after I was promoted to the CEO of the Asia-Pacific region." Sun Lei tried to recall the crisis that happened while thinking.In fact, during the five years that Sun Lei has been in charge of Shuo Le Company, the company has not encountered any real crisis.Although some consumers have complained to the media and industry associations, the company has not encountered any major troubles due to the good relationship between Scholars and industry associations, consumer associations, and the media.It has been 19 years since Shishule entered China. Sun Lei started as a sales manager and gradually rose from sales manager to regional manager and vice president of marketing. Five years ago, Scholar was preparing to fully implement the localization of the Chinese market, and Sun Lei successfully became the president of Scholar China.At the age of 35, it was indeed not easy for many Chinese working in Chinese companies in multinational companies. It was unimaginable for many people of the same age to take the position of president at such a young age.Sun Lei's hard work and work performance have also been recognized by the global board of directors of Master Music, and the company is preparing to announce his promotion to the president of the Asia-Pacific region next month.

Thanks to years of sales experience, Sun Lei has developed the habit of maintaining good relationships with various people.After Sun Lei took charge of the company, he held media gatherings, customer appreciation meetings, dealer conferences, etc. at the end of each year. Everyone seemed to be more friendly to Shile, and the media reported positively on Shile. Consumers Also think that the master music brand is synonymous with contact lenses.Of course, Sun Lei recruited Zhang Na from JW two years ago mainly because of Zhang Na's good media relations and coordination skills. She usually thinks it's pretty good, but Sun Lei seems to be a little disappointed with her performance this morning. Sun Lei continued to review the hurdles and hurdles that the company had crossed one by one in his mind. There was only one real crisis. That time was when a college student in Changsha used Master Le contact lenses for one year. The student found that there was a problem with his retina. Later, the student went blind, and the parents of the student filed a lawsuit. At that time, after research, the company decided to replace the student's retina and make financial compensation. The two parties reached an understanding through communication and did not attract widespread media attention.Afterwards, the company hired a professional lawyer as the company's legal counsel, and at the same time hired De Aiman ​​Company as a public relations agency. Both D Aiman ​​Company and the lawyers did not live up to expectations, and provided good crisis management and customer complaint handling skills for each branch. training.The company has not had a crisis of this magnitude since, and their work has proven to be fruitful. Just as Sun Lei was still lost in memory, Zhang Ming, the sales director of the company, hurriedly knocked on Sun Lei's office: "It's not good, after reading the relevant reports, several distributors and wholesalers in Beijing and Shanghai have prepared They believe that if they sell these products again, it may have a negative impact on consumer products.” At the same time, Sun Lei’s secretary, Wang Yue, sent a fax from the global headquarters of Master Music, and the fax It was sent from the global product department of Scholars, and the fax said that there might be some problems in the nursing products of Scholars after investigation, and it is still under investigation. "When, when..." The hour hand of the clock pointed to 13 o'clock.The emergency meeting was finally held in the big conference room of Master Music China. Zhang Na, the public relations director, put the latest news report on each participant's table. Sun Lei walked into the meeting room with a serious expression, sat down on the CEO seat, cleared his throat, first introduced the whole crisis incident to everyone attending the meeting, and then Sun Lei said calmly: "Everyone Colleagues, our Shuo Le is currently facing a serious crisis. Now domestic users have begun to complain to us. There have been hundreds of reports in the media questioning our products, and individual dealers and retailers have also begun to stop selling. For our products, I think the most urgent task is to formulate a set of crisis management strategies, and publish our attitude and statement on this matter as soon as possible, and the sooner the better. Zhang Na will present the current media reports and experts' attitudes towards this matter. Report to everyone, everyone must express their views, jointly formulate a set of strategies, and issue a statement to the outside world.” Zhang Na stood up and said: "Dear colleagues, I think you have already read the media reports in your hands. Our products have indeed appeared in Singapore and Hong Kong as reported in the newspapers. At present, there are not many complaints in China. , but our Chinese company has not yet expressed its attitude. The media now generally reflect that we are slow to respond. Some media even linked us to the crisis incident that occurred some time ago that McDonald's food contained carcinogens. Some time ago, there were many crisis incidents of multinational companies like ours, and the news media reported long-running articles, all of which questioned the management and products of these companies, and the media also published various opinions. It is beneficial to the company's remarks. I think we must guide the media's subsequent reports reasonably." Before Zhang Na finished speaking, Xia Bin, the vice president of the company, interjected: "We usually deal with these media relations quite well, why are there so many remarks that are not good for us now? Our usual media relations and communication work Did it go there?". "I don't think now is the time to discuss this issue, we think companies should immediately do the following: "First, stop selling Master Le care solution immediately, and recall the product, indicating that we will submit the product for inspection and will no longer sell it until the inspection result comes out; "Second, immediately set up a dedicated hotline to answer consumers, explain the latest situation to consumers who call in, and explain patiently and meticulously; "Thirdly, Master Music communicated with relevant government departments including the Food and Drug Administration, and reported the situation in Singapore and the measures taken by Master Music China; "Fourth, explain and actively implement the suspension of sales with dealers and retailers; "Fifth, immediately announce the company's measures to the domestic mainstream media and welcome the attitude of supervision. "Sixth, communicate with industry experts and industry opinion leaders to explain and explain the company's behavior." Wang Hua, vice president of De Aiman, put forward his own views. "In this case, we have admitted that our products have problems, and the company's annual financial indicators are likely to fail. According to current calculations, our direct economic losses are at least 80 million. If we do this, we will not be able to Accounting to the company's global headquarters will also affect the company's brand image." Zhang Bin, the company's chief financial officer, immediately grabbed Wang Hua's words. "The facts and exaggerations reported by the media have actually caused losses to the company. I suggest that these media immediately send a lawyer's letter to stop the false reports. There is no direct evidence to prove that our products are problematic. From a legal point of view Said, we do not need to recall the product." Legal Director Zhao Hong said. Everyone was arguing over how to deal with this crisis in the conference room, and Sun Lei sat there with a serious face and remained motionless.Upon seeing this, Zhang Na smoothed things over and said: "According to my opinion, we will issue a statement immediately, expressing that we are investigating the product, and at the same time expressing that we are explaining to consumers. But the problem is that this does not eliminate consumers. and the misgivings of the media about us." Listening to the quarrel in the conference room, Sun Lei fell into conflict. "Actually, according to scientific and consumer-responsible methods, we should accept the suggestion of De Ayman Company. Although the loss is heavy at present, it is beneficial to the long-term development of the company. However, if according to De Ayman Company's If we do it in the same way, Master Le China will definitely not be able to complete the tasks for the first half of this year's fiscal year, and the company's interests will suffer a major loss. At the same time, it will be difficult to predict the promotion a month later. Zhang Na's approach can be described as a kind of A compromise, but potentially troublesome." Zhang Na continued: "In today's information explosion, the public's memory for information is short-lived. We can make big things into small things. We will do some public welfare activities and some public relations activities after a period of time. The company's good image It can be erected again." "The current media reports have indeed had a great impact on the company. We must divert the media's attention as soon as possible. Try to avoid talking about the company's current problems." Sun Lei finally stopped being silent and put forward his own views, but Sun Lei is still struggling and struggling in his heart, how to deal with this crisis? In the past two years, multinational companies have fallen into an unprecedented crisis in the Chinese market.As a world-renowned supplier of contact lens products, Shuo Le China Company is not immune.The crisis of Master Music has exposed the lack of corresponding crisis handling capabilities of the Chinese companies of Master Music.The author believes that only by becoming a truly responsible social citizen can Shuo Le Company gain the understanding and support of the public and users, and gain trust among the public. The ancients said: Take history as a mirror, you can know the rise and fall.It can be said that many enterprises are finally "flying into ashes and annihilated" because of poor crisis management.From the current predicament encountered by Scholars in the process of dealing with the crisis, it can be inferred that the company lacks the following effective solutions: First, the company lacks the courage and sense of responsibility to take on mistakes.We can see it from the conversations of Sun Lei, CEO of Shuo Le China, the company's chief financial officer, legal director, and company vice president.Sun Lei is about to face the possibility of promotion. From the bottom of his heart, he is inclined to admit the product recall and the company's problems.But in the face of personal interests, he is still struggling and thinking.The company's chief financial officer, legal director, sales director, etc. all consider the crisis the company is currently encountering from their personal roles, rather than from the perspective of the overall situation and the future development of the entire Master Music China company in the Chinese market. Look at the problem.Therefore, the company lacks the courage and responsibility to bear mistakes from the CEO to the directors. Second, the decision-making efficiency of the entire Scholars China company is inefficient.In fact, for such a big crisis, the company's public relations director had already called Zhang Na a lot the day before the news media reported it.At this moment, Zhang Na should communicate with the company CEO Sun Lei in a timely manner, instead of communicating after work the next day. The company meeting was held in the afternoon after the overwhelming media reports, rather than immediately. During the entire meeting, It was difficult to come up with a solution in a short period of time, and the meeting was bogged down in lengthy expressions of positions without conclusions.It is very difficult for an institution with low decision-making efficiency to handle a crisis well. This has been very obvious in the crisis cases of many multinational companies in China. Thirdly, the crisis management and communication mechanism of Scholars are not smooth.After the crisis, there was a clear lack of a communication process within Scholars.Maestro did not identify (even during the discussion) a line of communication.Although Zhang Na, director of public relations, mentioned the importance of communication, her communication was limited to communication with the news media.In fact, it is necessary to have a better communication strategy with the company's employees, dealers, complainants, and product users.In fact, the media is only one of the objects we want to communicate with. Although the media is very important, they are only a medium, not a target audience, but a platform and tool for communication.The timing of communication needs to be reconsidered. Generally speaking, the 24 hours and 48 hours when a crisis occurs are very important to the company.However, the company's legal director attempted to pursue the responsibility of the media for amplifying the reports, which would delay the handling of the crisis. Master Music China Company promptly introduced a third-party public relations company to participate in the entire crisis handling process, which is worthy of recognition.The crisis management plan put forward by Wang Hua, vice president of De Aiman ​​Company, actually has considerable reference value.But the author thinks that it is far from enough. In the process of crisis management, Master Music China should solve the crisis around the principle of "quickness, honesty, and social responsibility".Master Music should deal with the crisis around the principle of stakeholders.The crisis of Scholars is facing how to explain to the stakeholders, how to communicate with them, and how to give a reasonable explanation to those who care and pay attention to this crisis, that is, what is the problem of the Bausch & Lomb crisis and what caused it? What kind of loss or injury, what measures the company has taken, and what will be done next.In fact, this is also the usual processing logic in the process of crisis management. Master Le Company should first estimate the greatest harm that the crisis may cause in the first time, and judge the various possibilities and coping strategies, so as to turn the current passivity into initiative and minimize the commercial loss caused by the crisis. degree. Secondly.It should be handled in accordance with the "Stakeholder Communication Principles".According to the "Rules of Stakeholder Communication" of Excellence Consulting.All stakeholders related to crisis events and the enterprise itself are divided into two categories: internal stakeholders and external stakeholders.Internal stakeholders mainly include the board of directors, shareholders, ordinary employees of the company, and management, while external stakeholders include the media, opinion leaders, suppliers, distributors, government departments, industrial and commercial administration/quality quarantine, and industry associations.Stakeholders are a closely linked entity that is relatively independent and interrelated. In crisis management, a slight negligence may ruin the previous work. As far as Master Music is concerned, we can make a brief analysis of its stakeholders and the strategies they adopt as follows: First, communicate with users and those who have complained.Give the complainant a positive answer and explain the work, and assist the corresponding compensation measures or replacement measures.Of course, it is necessary to communicate with users.The users here include users and potential users who have purchased Masterle. The company should announce the product safety inspection and corresponding technical parameters to consumers, and attach inspection and quarantine instructions from authoritative organizations.At the same time, Scholars should conduct tests on the products that have found problems, so as to ensure the safety of the products again.In the case of continuous complaints from new patients, companies should restore the truth to users in a responsible manner, and quickly initiate a "product recall" system (whether it is in the Chinese market or other markets) to apologize to consumers.No matter what kind of consumers, they are all victims, and companies must first apologize to them, and even consider giving them appropriate compensation.On this basis, it is necessary to take corrective measures in a timely manner, and inform users of the specific measures for rectification and the next step.Only in this way can we maintain the relationship with users and strengthen the image of the company daring to take responsibility.The basis for supporting brand trust is sincerity and authenticity. If companies dare not even face consumers, the distance between the Scholar brand and consumers will only go further and further. Second, communicate with the media and the public.For Master Music, doing a good job in communication with the media is equivalent to having smooth channels and strong guiding ability to communicate with the public.The correct approach is that Master Music should communicate openly with the media, without protecting its shortcomings or covering up its ugliness, and through the media, it can make a candid and responsible voice that enterprises should make. Only in this way can more speculation and distrust be avoided, and the media can gain Gain public knowledge and understanding.The company should communicate what measures have been taken to users, what services have been provided to consumers, the handling of complaints and compensation measures after problems have occurred, as well as the company's attitude.A statement by a company without doing anything about it is not going to help resolve the crisis. "Attitude determines everything." The implementation of attitude is ultimately implemented in action, and consumers will make their own judgments based on the company's actions. Third, communicate with competitors.Commercial competition itself is a process of ebb and flow, especially when it comes to the stage of competition where the fish will die and the net will break.The scope of benign business operations is more moderate competition, competition and cooperation go hand in hand.When a corporate crisis occurs, whether competitors are wise to protect themselves, whether to give a helping hand or to add insult to injury will play a very critical role in the crisis of the enterprise.After a little investigation, we can find that the colleagues and friends around us are all using the cleaning fluid of Master Le Company.It can be seen that Master Music has a monopoly position in the Chinese glasses market, especially the contact lens market.This monopoly position is precisely the double-edged sword for the success or failure of the master music crisis.In a crisis event, the crisis of an enterprise can easily be exploited by competitors to achieve the purpose of "eliminating each other".But in fact, in most cases, the actions of many competitors tend to destroy the growth of the entire industry.So in this case, Master Music should take the initiative to maintain a certain amount of communication with the high-level competitors, and obtain a tacit understanding in the market or product recognition, so as to avoid "fire in the backyard". Fourth, communicate with government authorities and industry associations.The crisis of Master Music is a typical crisis caused by product quality. After the media reports, if nothing unexpected happens, it must be the follow-up inspection by the technical supervision and law enforcement department, the health department or the industrial and commercial administrative department, and the consumer association. Verify and check whether there is any "harmful to consumers" phenomenon.It is necessary to accept the supervision of the government and relevant quality quarantine inspection agencies, actively invite investigations, and actively communicate with them after the emergence of a crisis. Fifth, communication with internal stakeholders.Judging from the whole case, there is a lack of a certain communication mechanism within Shile Music, and there is a lack of a unified statement and spokesperson for the news media.In a crisis event, while we are actively developing crisis management strategies, we often ignore stakeholders within the company.In fact, many crises spread due to lack of communication within the company. Therefore, in a crisis event, the top level of the company should communicate the situation to the management, use a unified voice, and actively communicate closely with employees.The internal interests of the company, as the enterprise side, should actively communicate and communicate with employees.Call on the company's employees to work with the company to find a way to handle the crisis properly. In short, sincerity can solve all problems.Only by not concealing everything, and by being responsible to consumers and being a company with a sense of social citizenship in the Chinese market, can Masterle China finally win the respect of consumers, the media, the government, and the company's employees. Only with understanding can the crisis be finally resolved. In the process of arguing about various solutions, Sun Lei and Shishule Company are losing the best opportunity to deal with the crisis. There is a famous "24-hour" rule in the process of crisis management.Especially in the Internet age, 24 hours is the limit in terms of the speed of a company's response to a crisis, because the crisis will spread to every corner of the world within 24 hours.Therefore, enterprises should start the crisis management mechanism within 24 hours after learning of the crisis, and make preparations to actively deal with various problems that may arise. From the case, we can see that because of their various interests and positions, the top executives of the China region of Scholars are arguing about the solution to the crisis after the crisis occurred, but they did not form a unified solution. This is actually a crisis. The biggest taboo in the process.The shirking of responsibility by some senior executives of Scholars is not conducive to crisis management.Only by quickly and responsibly proposing a solution to the crisis and implementing it is the most effective way to solve the crisis. In my opinion, Sun Lei and Shishule should hold a press conference immediately, and the press conference should be held within 24 hours of the crisis.At the press conference, Sun Lei should express his regret for the current crisis situation, and at the same time apologize for the possible problems with the products of Masterle, and express his greetings to patients who may have problems caused by using the products of Masterle, and wish these patients Get well soon.At the same time, Sun Lei and Shuo Le Company announced in public that they would suspend the sales and use of the problematic products and recall all products that may be defective. The company should actually conduct further inspections and inspections on these current products to improve the formula. When Scholars holds a press conference, it needs to achieve the following goals: First, express the company's care and love for the vast number of product users.The so-called "attitude determines everything" is such a truth.The company's good attitude will make the majority of product users feel close to the company, and it is easy to form customer loyalty. Second, Scholars should express an attitude of opening the door to the media, instead of a state of "dodging" and "mutual push", and welcome the attitude of the media to supervise the performance of the company's services and products. Third, we must grasp the psychological state of consumers and make consumers support Shuo Le through the media.The public and consumers don't care whether it really constitutes a legal responsibility. As a product manufacturer, Maestro has the most important responsibility for the safety of its products.If it shirks responsibility or hides product safety hazards, or if it's slow to respond to consumers, if it tries to cover up, or puts its own interests ahead of everyone else's, then it will be attacked by the public. With ruthless whipping and spurning, the company's reputation will be severely hit, and there is even no way to recover it. From this perspective, Scholars must communicate sincerely with the media within 24 hours and actively assume its responsibilities.Of course, when holding a press conference, it is impossible for Shile Music to grasp all the information about the product and all possible "victims" in the market. Sun Lei and Shile Music should clearly tell the public through the media: The company is looking for the real cause of "corner eye inflammation", the company will eliminate hidden dangers as soon as possible, and the company will also promptly inform the public of the latest information and findings of the product. Of course, through this crisis, Master Music should clarify the company's spokesperson, and at the end of the press conference, the company's spokesperson should be introduced to the media.Of course, the company's spokesperson can be Zhang Na, the public relations director, or the company's vice president in charge. While communicating with the news media, Scholars should also communicate positively and pragmatically with the company's internal employees, suppliers, distributors, government regulatory agencies, etc. in a timely manner.After the first 24 hours of communication work, Shuo Le Company should actively work on cultivating customer loyalty and actively win back users who have lost confidence.Take actions that exceed the expectations of users, in exchange for consumers' support for Scholars.Compared with the practice of shirking responsibility, these behaviors can undoubtedly eliminate the dissatisfaction of users, and at the same time, it is of great help to restore the image of the enterprise. Master Music China's handling of the sudden product reputation and sales crisis was inappropriate, and it was impossible to get rid of the crisis as soon as possible, and it would only make the crisis worse.The reasons are as follows: 1. The motivation and starting point for dealing with the crisis proposed by Master Music China is wrong. CEO孙磊担心得最多的是自己即将任命的亚太区总裁的位置会不会受到影响；财务总监张彬顾虑得最多的是财务指标能不能完成，经济损失多少？这种首先考虑个人利益和公司短期利益的狭隘胸怀，怎么可能提出有效化解危机的良策？ 二、硕士乐中国区提出的处理危机的方法不当。 无论是公关总监张娜提出的向媒体发表一个声明，表明公司正在对产品进行调查；还是CEO孙磊提出的尽快使媒体的注意力有所转移，大家免谈目前碰到的问题，都回避了公众关心的问题。这种回避矛盾，回避实质性问题的做法，只会引起公众的更大疑惑，只会引起媒体的更多关注，根本无助于危机的化解。而法务总监张彬提出的通过传达律师函，要求媒体停止有关报道的建议更不可采。因为根据目前的资讯，硕士乐根本没有确凿的证据证明媒体有不实报道。在攸关人民大众健康的重大问题上，大众传媒有责任，有义务探求事情的真相，更何况硕士乐全球产品部门已发来传真，说“经查硕士乐护理产品可能会存在一些问题”，媒体的关注，既是对大众的负责，也是对企业的负责。轻率地通过下传律师函，指责媒体不实报道，要求对方停止报道，只会引起媒体的反感，破坏公司与媒体原有的良好关系，从而使自己陷于被动。 德爱曼公司副总王华提出的建议不失为应对当前危机的周全之计。The reasons are as follows: 一、在真相没有出来之间，首先停止产品的销售，并且召回产品，产品立即送检，在检验结果出来前，不再销售，这体现了硕士乐公司对大众健康高度负责的态度； 二、马上设立专线接听消费者的热线，对打进电话的消费者说明最新情况，便于公司和消费者直接沟通，避免以讹传讹的现象发生，同时也让消费者觉得公司对这一问题是主动积极的，是负责任的。 三、主动向药监局在内的政府相关部门进行汇报，就相关情况和公司已采取的措施进行沟通，有利于赢得政府有关部门的支持，同时让政府觉得硕士乐公司是一家敢于负责任的公司，是有诚信的公司。 四、向国内主流媒体发布公司采取的措施，欢迎媒体监督，更是体现了公司坦荡的胸怀。 五、这些大张旗鼓的措施肯定会在短时期内影响销售量，降低财务指标，造成经济损失，但在公众眼里，硕士乐公司对老百姓的关切是严肃认真的，对百姓的健康更是认真负责的。从而为公司树立了良好的企业形象，也就赚回了大笔的无形资产。而一旦问题搞清楚，老百姓就更加信赖你的产品。产品有些问题并不可怕，世界上最知名的公司也经常出现产品被召回的事件，如三菱汽车、波音飞机等，只要有对客户负责任的态度，你的品牌效应会更加凸现。 任何一家企业，都有可能发生类似的危机事件，要迅速从危机中抽身而出，恢复自己良好的企业形象，必须做好以下几方面的工作： 一、产品被疑有缺陷或有质量问题，必须迅速通过销售网络，停止销售；对有可能危及消费者生命安全的，应立即召回，以避免给消费者带来损害。 二、必须通过当地主流媒体，传达企业对该事件认真负责的态度，决不能含含糊糊，遮遮掩掩，回避矛盾，以树立企业在消费者心目中的威信。这要求企业平时与媒体就有良好的互动关系。 三、迅速查明真相，及时将真相通过媒体告之广大公众。确实有缺陷或有质量问题的，即时解决。 四、如果已经给消费者造成了损失的，必须主动向消费者致歉，并赔偿经济损失。 如果能确实做好这几方面的工作，企业就能从危机中迅速抽身，恢复企业良好的形象。 古人云：“智者千虑，必有一失。”这一点对于处在激烈竞争中的现代企业而言，哪怕是世界知名的企业也不例外。近年来频频发生的企业危机事件，无不在时刻提醒着我们的企业：危机无处不在，无时不有。 本文硕士乐中国区目前就面临着一个严重的危机事件。硕士乐在市场上销售的产品出现质量问题，也引起了广大媒体的关注。但是我们看到硕士乐中国区对于产品危机处理存在着很多问题： 首先，硕士乐中国区在危机发生后的一段时间内没有任何表态，反应速度缓慢，没有主动跟媒体沟通，导致公众对公司的管理和产品提出了质疑，媒体上也出现了各种不利于硕士乐的言论。 其次，硕士乐中国区对于产品是否存在问题一直保持缄默。即使收到总部提及产品问题的传真，也没有任何反应。 再次，硕士乐对于处理这次危机的动机和出发点没有达成统一的意见。孙磊担心自己升任亚太区CEO有没有影响，财务总监担心公司的年度财务指标能不能完成。法务总监提出对于媒体的猜忌报道提出法律诉讼。他们都抱着个人的或者短期的利益看待危机事情，如果一旦实施，将会对公司造成及其负面的影响。相比之下，我觉得德爱曼公司副总王华的建议比较中肯，是抱着积极处理公司产品危机的心态的。 诚然，任何企业的成长、发展绝不可能一帆风顺、十全十美，偶尔经历失误或出现危机也在情理之中。关键看企业如何面对，怎样处理。 百分之一的失误会造成百分之百的失败！危机管理就是要解决“1”的问题。那么企业如何有效的处理危机，抵御危机对自己品牌的破坏？我个人认为应该做到以下几点： 其一，最大限度地预防市场危机的发生。 企业危机的形式是多种多样的，每一种危机不论形式，都对企业构成威胁。我们应该在危机发生前，制定危机应变方案，以确保危机到来时我们能准确的抓住主动权，坦然面对并顺利度过危机，将危机给企业的负面影响降到最低点。对于中小企业品牌而言，应该充分发挥中小企业“船小好调头”的优势，减少露出任何可被抓住的“把柄”。 其二，面对媒体、公关选择开放的态度。 媒介的消息来源的渠道是复杂的、不同的，有时甚至会相互转载。因此可能会对同一危机事件的传播，在内容上有很大的差异。危机发生时，作为危机的发生者——企业，应以最快的速度，把危机的真相通过媒介告诉消费者，确保危机消息来源的统一，最大可能地消除对危机的各种猜测和疑虑。越早处理危机消息的出现，使企业的形象受到消极的影响越少。 其三，积极行多，掌握主动权。 在危机面前，积极的行动要比单纯的广告和宣传手册中的华丽词汇更能够有效的建立起公司的声誉，企业采取主动行为是非常必要的。因为，主动本身所反映出来的是一种积极的态度。为了取得主动，企业应该着手准备一些公司的资料，提供给媒体，以显示企业与媒体充分合作的良好态度，最终赢得宝贵的时间来进一步处理危机。在传播沟通中，要主动提供公司的消息，尽可能的掌握对外报道的主动权。 其四，积极行动，赢得同情。 面对危机，企业只有开诚布公地说明事情的原委，诚恳地接受批评才能淡化矛盾、转化危机，才能赢得消费者的同情和支持。无论面对的是何种性质、类型及起因的危机事件，企业都应该主动承担义务，积极进行处理。以积极的态度去赢得时间，以正确的措施去赢得顾客，创造妥善处理危机的良好氛围。以诚相待还表现为维护消费者利益，以顾客代言人的身份出现，主动弥补顾客的实际利益和心理利益。 诚然，国内的消费者，维权意识仍然比较淡薄。这就给了一些企业有空子可钻。他们在发生危机后，本能的从自己的利益出发加以处理，搪塞缄默，甚至推卸自己的责任。一旦企业对媒体和消费者关闭起公司的大门，结果将是负面报道造成众口铄金，消费者出现信心危机。对于任何企业来说，满足消费者才是企业的起点和终点。因此如何及时有效的处理危机？如何在危机后及时恢复公众信任，重塑企业形象？甚至如何在危机中找到机遇？对于现代的企业来说，这既是个严峻的考验也是挑战。提高危机意识，加强危机管理已成为企业界的共识，特别是对于中国的中小企业来说，是迫在眉睫的事情。