Public **** relations refers to a series of public **** activities of an organization in order to improve the relationship with the public, to promote the public's awareness of the organization, understanding and support, to achieve the purpose of establishing a good image of the organization, to promote the sale of goods. I have carefully collected and organized a successful public relations planning cases, we take a look at it.
Successful PR planning cases Chapter 1
In early June 1999, some primary and secondary school students in Belgium and France drank the American drink Coca-Cola, poisoning occurred. A week later, the Belgian government issued a ban on the sale of various brands of drinks produced by the Coca-Cola Company in the country.
Coca-Cola, which has been around for 113 years, suffered a major crisis rarely seen in its history.
In today's modern media world, a corporate crisis can spread quickly and widely in a very short period of time, and its negative effects can be imagined. In a short period of time, the impact of the national and even global scope, will certainly cause society and the public to pay great attention. A little carelessness, that is, the corporate image and brand reputation caused by a devastating blow to its intangible assets in a moment of depreciation. This is a fatal injury to the survival and development of the enterprise.
June 17, 1999, Coca-Cola CEO Ivester from the United States rushed to the Belgian capital Brussels, where a press conference was held. On that day, a bottle of Coca-Cola was placed on every seat in the venue. In response to reporters' questions, Ivester, the CEO who took office two years ago, repeatedly emphasized that Coca-Cola, despite the current events, is still a first-class company in the world, and it will continue to produce first-class beverages for consumers. Interestingly, the vast majority of journalists did not drink the bottle of Coke that was given to the attendees.
Subsequent Coca-Cola publicity campaigns have shown that the press conference was just a prelude to their crisis communications efforts.
The day after the press conference, on June 18, Ivester appeared in Belgian newspapers. In an open letter to consumers signed by him, he carefully explained the cause of the accident, with assurances and an offer to give a bottle of Coke to every household in Belgium as a gesture of apology from Coca-Cola.
At the same time, Coca-Cola announced that it would take back all the Coke marketed in Belgium at the same time, announce the results of the investigation as soon as possible, explain the scope of the impact of the accident, and refund the compensation to consumers. Coca-Cola also said it would reimburse medical expenses for all poisoned customers. Coca-Cola's other regional directors, such as the Chinese company also announced that its products have nothing to do with the incident in Belgium, and the market sales are normal, thus stabilizing the hearts of people outside the accident area and controlling the spread of the crisis.
In addition, Coca-Cola set up a dedicated phone line and a special page on the Internet for Belgian consumers to answer all kinds of questions. For example, how far the accident had affected the country, how to distinguish between freshly shipped and contaminated Coke, and how to get a refund. Throughout the course of the incident, Coca-Cola firmly grasped the source of information release, prevented the wrong spread of crisis information, and minimized the loss of the corporate brand.
With the depth and expansion of this PR campaign, Coca-Cola's image began to recover gradually. Soon, some residents of Belgium received coupons from Coca-Cola, which read: ? We are very pleased to inform you that Coca-Cola is back in the market. The children took the coupons sent by Coca-Cola to each family and were happy to receive free Coke from the shopping mall: ? I can drink Coke again.? People can also be seen buying Coke by the case at the mall.
As the poisonings subsided, Coca-Cola reappeared on store shelves in Belgium and France.
In just 10 days between the first incident and the ban, Coca-Cola's stock price fell by 6%. According to preliminary estimates, Coca-Cola ****recovered 1.4 billion bottles of Coke, and the direct economic damage caused by the poisoning amounted to more than 60 million dollars.
A Belgian newspaper commented that Coca-Cola had won the trust of consumers although it had paid for it.
The Coca-Cola Company has come through a difficult time, but this incident is far from being overshadowed by a major European or American company like Coca-Cola.
Not long ago, Coca-Cola's main competitor, PepsiCo's European headquarters, the president of the Mylox, sent an electronic letter to all employees. The letter said: ? I would like to emphasize that we should not see this Coca-Cola incident as an opportunity to be exploited, and we must learn from it and value the bond between business and consumers.?
According to Tom King, an expert in business management, there are three steps in the right way for a company to deal with a crisis of this kind: one is to take back the product in question; the second is to tell consumers about the developments in a timely manner; and the third is to apologize as quickly as possible. Against this, it can be seen that Coca-Cola have done, but a week late, and after the Belgian government made the decision to stop selling Coca-Cola. Even the Belgian Minister of Health, Mr. Van Den Bosch, complained that it was incomprehensible that Coca-Cola, such a big company with a global reputation, would react so slowly to the crisis.
Experts also cited other famous companies' responses to crises to illustrate the importance of dealing with them in a timely manner. 17 years ago, someone tried to blackmail Janssen Pharmaceuticals by intentionally labeling Janssen painkillers with cyanide, which resulted in the deaths of seven people. Upon receiving the news, Janssen immediately decided to withdraw all such painkillers from the market at a cost of $100 million to calm down the market. Another example is the tobacco company Philip? Morris. A few years ago, because a small number of cigarettes in the processing of the filter was contaminated, causing smokers a slight cough, the company immediately decided to withdraw all the same brand of cigarettes on the U.S. market. These two companies lost a lot of money, but because of timely handling, they quickly gained the understanding of consumers, and utilized crisis management to re-establish the company's corporate image. Experts believe that, compared to these two examples, the Coca-Cola Company, although the strength of this crisis handling is not weak; but the rhythm of decision-making is obviously half a beat slower.
1, through the form of press releases to the media, indirectly reveal the relevant information, indicating the company's position and attitude. This approach is mainly applicable to the emergence of the cause of the problem has not yet been identified in the case, the company will first show that they are willing to communicate with the media and consumers of the sincerity, and then explain that it will be in the detection of the causes of the problem before informing the public, or pre-emptive stopping the problem of the sale of products. And this approach can also be used when the problem has been identified and is already being solved or has been almost solved. This approach is good for companies to control the release of information so as not to send out unnecessary messages. However, the risk is that it is easy to be perceived by the media and the public as an insincere attitude, which can bring about adverse effects.
2, through the press spokesman to answer media questions, to the media and the public to disclose the information they are interested in. This approach will test the quality and ability of the spokesperson, but handled well, but can give the enterprise to establish a good public image; on the contrary, it will give the face of the enterprise black. 2005, the beginning of the United States, Whirlpool due to the discovery of the quality of the washing machine problem and want to recall some of the products, because of the PR company it employs to provide the right PR strategy, the spokesperson to face the media interviews when the performance of the appropriate, so a possible crisis finally disappeared, the media and the public to answer questions from the media. As a result, a potential crisis eventually faded into nothing.
3, through the company's senior personnel to take the initiative to visit the media, in order to accept the interview, to provide first-hand information to the media, to obtain the understanding of the relevant media, so as to strive for the media's objective reports, to avoid the media to grasp the information is incomplete and cause the report is inaccurate or incomplete. This approach is particularly applicable to the handling of consumer complaints and other crisis cases.
4, through the convening of a press conference, to the media and the public to take the initiative to publicize the investigation and handling of the issue. If the cause of the problem has been basically identified, the company will apologize to the public through the media at the conference, announce the recall of products that have been circulating in the market, and even provide compensation or indemnity to consumers if necessary. In the ? Sudan red incident? After the truth is found out, KFC is in the form of holding a press conference to take the initiative to convey to the media the information that their products have been safe.5 By inviting the media to come to the company for on-site interviews, the company spreads the information and takes the initiative to eliminate the public's doubts and uneasiness. After the incident of H?agen-Dazs Ice Cream Cake hygiene quality failed, the company invited some media to the company's central kitchen in Shanghai in order to save the impact, indicating that the company's food production has no quality and safety problems. The media coverage of this story has helped to minimize the negative impact of the incident.
Successful PR Planning Case Study 2
Super Girl? The first time I've ever seen a woman in the world, I've seen a woman in the world.
These are the most important things that you need to know about the world. The first is to make the most out of the situation, and the second is to make the most out of the situation. The launch of the original hot Hunan TV ratings hit a new high, especially the? The second section of the Supergirl contest has become the most popular show in the Chinese performance market in 2005. The competition became the most notable phenomenon in China's performance market in 2005, and even reached the point of stirring up the whole country. And in 2007, the "Fast Boys" contest became the most popular phenomenon in China's performance market. Fastest Man? In a short period of 3 months, the contest had a very efficient and beautiful blitzkrieg. Supergirl? The first of its kind in the United States. Fast Boy? How did they achieve such a huge success? Let so many Chinese families of television sets at the same time focused on a TV station, so that the multimedia tracking report, become the country imaging so many people's street talk round the topic, which is engaged in the public **** relations activities are closely related to.
Public **** relations refers to an organization to improve relations with the public, to promote public awareness of the organization, understanding and support, to establish a good image of the organization, to promote the sale of goods for the purpose of a series of promotional activities. It is intended that social organizations, collectives or individuals must establish good relations with various internal and external publics around them. It is a state, any one enterprise or individual out of some kind of public **** relations in the state. It is also an activity, when a business enterprise or individual consciously, consciously take measures to improve and maintain their own public **** relations state, is engaged in public **** relations activities. As part of the strategic portfolio for the long-term development of the subject of public **** relations, the meaning of public **** relations refers to such management functions as: assessing the attitudes of the public in society, identifying the policies and procedures of the individual or organization that are in line with the interests of the public, formulating and executing various courses of action, increasing the visibility and reputation of the subject, improving its image, and seeking understanding and acceptance from the relevant public.
Public **** relations include three elements: organization, public and communication, next I will take these three aspects of ? Mengniu? Superwoman? and? Shiny? Fast Man? s successes are analyzed.
First, organizationally, sociologists believe that ? An organization is a social group that is carefully designed to achieve a particular goal? The superwoman, the girl, the boy, the girl, the girl, the girl, the girl, the girl.
First, from an organizational point of view, sociologists believe that organizations are social groups that are carefully designed to achieve a specific goal. The design of this organization is unique. The design of this organization can be described as ingenious, from the audition to the preliminaries, the rematch, layers of elimination, and the establishment of resurrection mechanism, there are decided to participate in the finals of the regional champions and runners-up in Changsha, the city of stars, to whet the audience's appetite, but also up to a few months of time on the contestant packaging. In addition, the organization as an organism, its survival, development also need a good environment, the environment constitutes the basic conditions for the development of the organization,? The organization is a kind of organ of the society, and it can only be considered to be accomplished if it can make its own contribution to the external environment? The organization is an organ of society. The only reason for the existence of the organization is to provide good service for the external environment. ② As far as the environment is concerned, ? Superwoman? The organization's only reason for existence is to provide a good service to the external environment. Fast Man?
Analyzing the external environment, one of the most important elements of the external environment is the public, especially for the? The most important part of the external environment is the public, especially for the?
Finally, in terms of the elements of communication, communication is a process in which people use symbols and media to communicate. The behavior and process of people using symbols and media to exchange information? Mengniu? The first? The first runner-up of the Supergirl, Zhang Hanyun, was invited by Mengniu to be the product designer. Zhang Hanyun, the third runner-up of the first Super Girl, to be the image spokesperson of the product, and customized the advertisement song "Sweet and Sour is Me" to appear on TV advertisements, radios, and light boxes and street signs in first- and second-tier cities. Mengniu? s activities, such as product packaging, posters, TV commercials, online advertisements and radio advertisements, are all linked to the "Super Girl" campaign. Supergirl. and all campaigns such as product packaging, posters, TV ads, online ads and radio ads are linked to Supergirl. Mengniu's s more than 300 street performances and distribution of more than 2 million DMs, which Hunan TV could not accomplish with its own network, were also linked to Mengniu's campaign. Mengniu has done the work for Hunan TV, which cannot rely on its own network. The program has been a great success for Mengniu, which has been a great success for Hunan TV, which can't rely on its own network. Supergirl This has not only boosted Supergirl's popularity, but also improved the overall image of Hunan TV. And? Fast Boys It's even more than that. Sour and sweet will make me? The movie is a great way to get the word out. I'm the brightest. The slogan "I'm the brightest" has been launched in the past few years, and a new series of "Shiny New Spots" has been launched. Shiny New Spot? and "Shine New", "Shine New" and "Shine New". Shining New Power? and? Shiny new guess? What's new? Shining New Life? A variety of strategies, so that the communication has received good results. At the same time, the Shine? The newest and the most popular of all the new programs is the "Shine" program. Fast Man? also timely and effectively communicate with the country's major mainstream media in detail, pay attention to the feedback of journalists, grasp the publicity of the corporate brand orientation, through the dissemination of the purpose of improving the brand awareness and reputation of the enterprise. For the dissemination of the problem, the media will be divided into categories, one by one, and specialized in media customized manuscripts, repeatedly communicate with journalists.
Finally, ? fast men? success, success is that it has achieved more than 05 years? The first time I've ever seen a movie, I've never seen a movie. also successful, successful because it used the shortest possible time to achieve the highest visibility of the eye drops industry and 80% of the market growth rate. The PR event of the whole project was finally recognized by the client, and the marketing blitzkrieg of 2007 Renhe Shine Happy Boys also finally drew a successful conclusion.
? Mengniu? Supergirl? Shining? Fast Man? This public **** relations case fully demonstrates that good public **** relations on the government, enterprises and even the entire human society has a vital role, only in the public relations activities to pay full attention to the public **** relations image and reputation, the enterprise can achieve ultimate success.
Successful PR planning case chapter 3
First, the event description:
1. Gadobao Group background
Gadobao Group is a large-scale professional beverage production and sales enterprises, founded in 1995, the same year the launch of the first batch of red cans ? In 1998, the Group became a foreign investor and launched the first red cans of Wanglaoji. In 1998, the Group set up its first production base in Chang'an Town, Dongguan City, Guangdong Province, China as a foreign investment. The Group's sales network covers more than 30 provinces, municipalities and autonomous regions in mainland China, and is also sold to Southeast Asia, Europe and the United States.
2. Gadobao and Guangzhou Pharmaceutical Group trademark rights dispute
In April 2011, Guangzhou Pharmaceutical to the China International Economic and Trade Arbitration Commission filed an application for arbitration, and to provide the corresponding information, Guangzhou Pharmaceutical Group that ?Between 2002 and 2003, Hongdao and the Guangzhou Pharmaceutical were supplemented by the signing of the ? Wanglaoji? Trademark License Supplemental Agreement" and "Supplemental Agreement on the Trademark License of Wanglaoji? Wanglaoji? Trademark License Agreement" and "Supplemental Agreement on the Trademark License Contract of Wanglaoji". It was Li Yimin, who was the general manager of Guangzhou Pharmaceuticals at that time, who received millions of bribes from Hongdao before signing the authorization to extend the lease term to 2020. After Li Yimin's east window, Guangzhou Pharmaceutical Group considered the above supplemental agreement invalid, and the trademark lease term had expired on May 2, 2010.
On May 12, 2012, according to the award of the China International Economic and Trade Arbitration Commission (CIETAC), Gadobao ceased the use of ? Wanglaoji? trademark.
3. In the painful loss of the ? Wanglaoji? trademark, Gadobao to 60 million packaged title "The Voice of China", quickly to a kind of ? The carpet bombing? The marketing way to change the decadence into an advantage, to establish a? Red Can Herbal Tea? The brand-chain franchise-image.
4. Gadobao followed the marketing planning Wanglaoji brand has always been positioning ideas, Gadobao herbal tea for accurate and clear positioning: authentic herbal tea leader? Gadobao. Gadobao was publicized as the authentic herbal tea, directly challenging Wanglaoji's positioning of authentic herbal tea. In order to effectively block the original Wanglaoji brand, the advertising slogan ? The national sales leader of the red can of herbal tea, renamed Gadobao, or the original flavor, or the original formula? and used similar scenes to the original Wanglaoji advertisement, trying to make the original Wanglaoji consumers believe that Wanglaoji herbal tea has been renamed Gadobao herbal tea, and Gadobao herbal tea is the representative of authentic herbal tea. Through this strategy, trying to retain the original Wanglaoji brand for the hard-earned accumulation of old customers.
5. On February 4, 2013, the official microblog of Gadobao issued four consecutive articles with the theme of ? Sorry? s self-deprecating series of texts with pictures of crying toddlers, triggering tens of thousands of netizens to retweet them.
? I'm sorry, we are too selfish, six consecutive years of national sales leader, did not help the competition teammates to build factories, improve channels, rapid growth
? I'm sorry that we were too stupid and it took 17 years to make Chinese herbal tea the only brand that can rival Coca-Cola's.
?
? I'm sorry, we are incompetent, selling herbal tea can be, but not the lawsuit.
? I'm sorry, we are from the grassroots, thoroughly private enterprise genes.
6. On March 26, 2013, Wang Jianyi, the fifth-generation grandson of Wang Zebang, the founder of herbal tea, held a meeting with his family members in Shenzhen. Herbal Tea Founder Wang Zebang descendants media meeting? At the meeting, the Wang family issued a joint statement, saying that they have never granted the ancestral secret recipe to the Guangzhou Pharmaceutical Group for use. At the same time, Wang Jianyi expressed strong protest against the misuse of the portraits of Wang Zebang and other ancestors of the Guangzhou Pharmaceutical Group registered trademark and the use of the name of his ancestors, the founding year of herbal tea advertising and other behaviors, and said that it will defend the legitimate rights of the family in accordance with the law.
7. April 26, 2013, Gadobao official microblogging message said, ? will donate 100 million yuan to Ya'an disaster area for post-disaster reconstruction through @ChinaFu
Poverty Foundation. We believe everything will be fine.?
Second, the event commentary, impact
Obviously, the loss of Wanglaoji such a y rooted old trademark is the loss of Gadobao Group. However, the success of Gadobao Group lies in the fact that after the name change, it has regained the proactive position in the market, thus being recognized by the public. Moreover, Gadobao was seen in the trademark litigation with Guangzhou Pharmaceuticals as another one of the disputes between private enterprises and state-owned enterprises? victim? , has successfully created in the minds of consumers? Weakness? The image of its sad public relations is highly praised by the industry, earned a lot of sympathy points.
Secondly, Gadobao chose to sponsor The Voice of China, a successful public relations campaign. Because "The Voice of China" and Gadobao to implement the? Authentic herbal tea? strategy. To build a strong brand, Chinese SMEs must point their PR activities to the category, and the category will form a sound The Voice of China has performed a game of "The Voice of China". Original? The Voice of China" has performed a scene of "original" sound, and Gadobao wants to seize the "authentic" herbal tea. Authentic herbal tea? The category, each other to form an echo, from the strategic realization of the Gadobao re-shaped herbal tea category leading brand goals.
Subsequently, Gadobao quickly launched a large-scale publicity campaign. Not only in the coverage and influence of the largest CCTV media advertising, but also select key regional media, such as consumer awareness of herbal tea deeper region of Zhejiang TV, Guangdong's southern TV, sports channels, etc., carpet bombing advertising.
Use advertising: we changed our name. Spread across all media? The red can of herbal tea, the number one seller in the country, is now renamed Gadobao. The name change information, thus confirming the advertising slogan afraid of fire, now drink Gadobao? After consumers accepted the fact of the name change, Gadobao
Immediately again in the advertising campaign, said: ? Or the original formula, or the familiar flavor.? The company's website has been updated with the latest information on the company's website, including its website. The name change quality does not change?
These are the first time I've ever seen a product in the marketplace, and I've never seen one.
Gadobao microblogging on the 4th released? I'm sorry? series of themed microblogging, this seems to apologize, but actually complained. Just one day, this microblogging was quickly forwarded more than 20,000 times. In the forwarding and commenting on the people, most of the Gadobao expressed sympathy, many people point to the focus of the dispute between state-owned enterprises and private enterprises, Gadobao another very successful marketing.
A few days ago, Gadobao, through the China Foundation for Poverty Alleviation, donated 100 million special relief funds to the earthquake-stricken areas of Ya'an, Sichuan, whether it is 08 years of Wenchuan or 10 years of Yushu, Gadobao is not just a donation, in the attention of the disaster at the same time attention to the reconstruction of the disaster, and hope to call on more enterprises to their own actions **** with the charitable cause of the efforts to once again evoke a discussion and concern about the concept of corporate philanthropy. The company's business is to provide the best possible service to its customers, and the company's business is to provide the best possible service to its customers.
In fact, the core of Gadobao's entire brand operation is to reshape a herbal tea brand? Gadobao. From the painful loss of ? Wanglaoji? Trademark, Gadobao seems to start from scratch, but it is very clever use of a variety of marketing strategies, launched a wonderful marketing campaign, the original red pot of herbal tea Wanglaoji more than ten years accumulated? Fear of fire? The valuable mental resources of the original red can herbal tea Wanglaoji accumulated for more than ten years, transplanted to the new brand change? Gadobao? The new brand is the first of its kind in the world, and it is the first of its kind in the United States.