The Group Held Training on "Media Relations Management and Media Crisis Handling"
Release Date:2014-07-22 18:35:48

On July 21, the training On "Media Relations Management and Media Crisis Handling" organized by the Group’s Brand Management Center was successfully held in No. 4 and No. 5 meeting rooms on 64th Floor of the Group. Vice President Liu Yongjie, Tang Shouchun (spokesman) and Lin Zhaoyuan as well as the leadership of subordinate enterprise brands, all levels spokesman and media supervisors attended the training.

It was honorable to invite Dr. Lin Jingxin, researcher of Sun Yat-sen University, MBA and EMBA professor of the School of Management of Sun Yat-sen University and president of the South China Institute of Crisis, as keynote honored guest for the training. As a practical expert, Dr. Lin has guided and managed several well-known crisis events in the industry, who has rich experience in turning crises into opportunities.

Professor Lin began with the typical case of "Yantian Port's company reported", revealing the three changes in the report of media today, that is, "focus shifting from facts to emotion, from content to point of view, and from repeating to new meaning." In dealing with crisis, firstly, we not only clarify facts, but also take more care of public sentiments. A small event tends to be fermented to a big crisis due to ignorance of public sentiments; Secondly, in addition to initiative publicity by the enterprise itself, experts and other social opinion leaders in the industry need to be invited for testimony to increase the credibility of the news. Thirdly, when negative news appears, don’t hurry to put out the fire, but to determine the extent of the negative influence and block the outlet of news, to control its scope. In case of no substantial influence on the enterprise, we just wait and see. Generally speaking, the survival of news is three days, after which, if no "material" can be tapped, the negative news will soon be submerged by flood of Internet information.

During the subsequent sharing of wonderful cases from "March 15 Evening", Dr. Lin analyzed the relationship with media from a strategic point of view: The media environment entangled in political and economic interests has become more complex, so "the media is neither enemy nor friend. It's just a force". Make use of the media resource and regularly communicate with the media to convey the enterprise's core information promptly and accurately. Keep good relationship with media,, while it is necessary to keep an appropriate distance from media and maintain certain vigilance. "Negative news sometimes is a sword manipulated”. Any chat with friends is likely to become newspaper headline tomorrow. “Lin concluded.

After a round of very thoughtful case sharing, Mr. Lin made an in-depth analysis of Chow Tai Seng's success to resolve the crisis case of gold adulteration, in order to tell us the crisis handling should follow the general principle that "attitude is more important than truth, action is more important than slogan, and grooming is more important than blocking". Once the crisis occurs, deal with it according to the three-step method of "locking the source, clever wording and systematic operation". Hold internal communication quickly to speak in one tone, and promptly communicate with government, media, clients and other stakeholders, "to quickly speak out facts before giving reasons".

In the exchange at the end of the training, the Group leaders, colleagues and Dr. Lin conducted in-depth discussions on Chinese contemporary media environment and how the enterprise survives in such a public opinion environment. Representatives of affiliated business units enthusiastically put forward questions, and Mr. Lin gave answers to "How the enterprise properly to treat the negative news," "How to grasp the tolerance of the negative news", "How to match wits with the bad media" and other questions.

After the lecture, the participants expressed that the case teaching of Dr. Lin was easy to understand, and everyone was benefited from further understanding of how to handle media relations.