Up to now, the number of views on Weibo topics of #阿五黄河大痘鱼eral# has reached 7.54 million+. So far, the total number of Weibo topics related to the poisoning of street trees by the Awu Yellow River carp has exceeded 10 million.

Awu big yellow carp caught fire by surprise.

ONE

From heaven to place

Never know where the car will roll over in the next second

There are many shiny labels on the Awu Yellow River Big Carp. For example, he won the "Chinese Intangible Cultural Heritage (Paris) International Invitational Special Gold Award", was selected as a must-eat list by Dianping for four consecutive years, was a famous Henan cuisine landmark, and entered the United Nations on behalf of Henan in 2017. According to its official website, Awu Yellow River Carp has 10 stores in Zhengzhou base camp. It is its Yingxie Road store that pushes Awu Yellow River Carp to the forefront.

Event review: From May 24th to 28th, some media continued to report on the "poisoned" incident of street trees in Zhengzhou. It was reported that the street trees were on the verge of death due to poisoning their roots. Subsequently, the police launched an investigation, and 5 suspects of "poisoning" were arrested on May 28. The five people are all employees of Awu Yellow River Big Carp Hotel. At present, the police have taken criminal coercive measures against them.

On the night when the police information was publicized, Ah Wu Yellow River Big Carp issued an "apology letter" through its WeChat public account, Weibo and other channels, and issued a "solemn apology" for the incident.

The content of the "Apology Letter" pointed out that the incident was "some employees on Awu Yingxie Road had a weak legal consciousness, and the trees were damaged by privately injecting drugs." Some netizens gave a key interpretation of the words "individually" and "privately" in the letter of apology. , Pointed out that the Awu Yellow River Big Carp was suspected of "shocking the pot". The "Letter of Apology" also provides solutions. One is to replant and restore; the other is to be willing to assume the main responsibility; the third is to cooperate with the investigation; the fourth is to strengthen employee management.

Whether it was Ah Wu's "explanation" of the incident's responsibility or the solution given by Ah Wu, the public did not buy it, saying that Ah Wu "should avoid the important and the lighter." Subsequently, the media and the public found dying sidewalk trees in front of other Awu Yellow River Big Carp Stores. At this point, public opinion has risen to a new level and the Awu Yellow River Big Carp has been smashed. At this time, the focus of the crusade began to shift from the "poisoning" incident itself to the "apology letter."

In this incident, the image of the big yellow carp in Awu River has suffered a devastating blow, and even Yucai is innocent "laying a gun." Some netizens transferred their anger against the Awu Yellow River Big Carp to the attack on Yucai. Although far-fetched, it also reflects the social influence of a well-known company. Just as the "personal" behavior of employees affects the company's image, Awu Yellow River Carp is also discrediting Yucai. This is the chain reaction brought about by the corporate influence of well-known brands.

People have always been more demanding on "well-known" things. Behind the "famous", it often represents the brand's slowly accumulating reputation and the company's superiority beyond normalcy. According to the psychological logic of "the greater the expectation, the greater the disappointment", once a well-known company has a problem, it must bear the backlash that matches its name.

TWO

The more you draw the darker, the more pressure the fire becomes

Why is "A Wu" so "teaching" the public's anger

Since the incident, the trend of public opinion has always been in a state of "the more descriptive the darker" and the "more pressured and hotter" state. For now, the public relations of Awu Yellow River Big Carp can be described as a failure. In the past two days, there have been voices of boycotting the Awu Yellow River Carp on the Internet. Some netizens even went to the dry tree in front of the store to "check in" and take photos, and collectively discuss when the Awu Yellow River Carp will be "cool".

As far as this incident is concerned, although the source is that "poisoning" itself has touched the boundaries of the law and the public's conscience. However, in the process of handling the entire incident, a series of "sao operations" by the Awu Yellow River Big Carp was also an important source of netizens' anger.

Shirk responsibility

In the "Letter of Apology", the brand side delegated all the responsibilities to several employees, and at the same time pointed out that it was "willing to take the main responsibility." Regarding such an "Apology Letter", netizens interpreted that Ah Wu's "sweeping the pot" like this is really "smart". Not only did he choose himself, he was also "noble" and "willing" to share responsibility with employees.

More deadly, after the "Apology Letter" indicated that this was the "private" behavior of "individual" employees, the masses discovered with their discerning eyes that withered trees had also appeared in front of other stores, and the media also reacted to this "individual" behavior. Zhuan” carried out a follow-up report. Some netizens acted as amateur detectives to reason. Why did the five employees go to other stores to poison them? The soil test results have not been released, but netizens already have the answer in their hearts.

Bundle other groups

Fan Shengwu, the founder of Awu Yellow River Big Carp, reprinted the letter of apology and mentioned "I believe everything will pass, and there will be spring in Henan cuisine." This practice of binding Henan dishes has caused another wave of public opinion. A large number of Yucai catering crowds attacked, and even attracted criticism from the mainstream financial media: "A company cannot represent Yucai."

When it has already affected the reputation of Yucai, we also openly bound Yucai. This is provoking a large group. To initiate a provocation, we must be prepared to meet the counterattack. As a founder with a certain official significance, he should pay more attention to the wording at such "negative" moments. What the public wants to see is the structure of an entrepreneur, the responsibility of an enterprise, not the tricks of "sweeping the pot" and "diverting attention". What's more, he is in the business of Yucai. This practice of bundling Yucai has not only hurt the hearts of Yucai restaurants, but also chilled the "stomach" of brand consumers.

3. "Forcibly" whitewashing

After the incident broke out, different voices began to appear on the Internet. For example, it is not easy for a company to grow bigger, and the public should let it make a living. Netizen Huixun: Who will let those trees make a living! After "careful analysis", some netizens came to the conclusion that this matter has nothing to do with "Boss Fan". The big boss has no reason to order such a thing. It should have been done by a few employees on their own terms. Netizen Huixun: Among those employees, one of them is a 50-year-old security guard. They are all fed up... These "contrary to the trend" remarks, whether organized or not, are stamped by netizens. "Forcibly whitewash" the content.

From the perspective of public relations, these netizens simply "have an antagonism" with the brand. Such remarks, which are suspected of forcibly whitewashing, will only arouse stronger rebelliousness among the public.

THREE

Watch yourself

How do we control corporate public opinion

As a catering person, I actually deeply feel the point of "whitewashing" netizens: it is not easy for a company to achieve such a scale. It would be a pity if the past efforts are greatly reduced or even turned into a cloud of smoke because of this; but as a person Social people, if an enterprise fails to abide by even the most basic social legal system, it is touching the bottom line.

The Awu Yellow River Carp should once again sound the alarm for the majority of restaurants. We must always abide by ourselves and avoid such incidents. At the same time, we should learn to face the incident correctly to minimize the influence of public opinion.

Mr. He Jiu emphasized the importance of corporate public relations in the book "Restaurant Public Relations", and detailed the methods and methods to resolve crises in the chapter "Danger Control: Restaurant Crisis Public Relations'Nine Yin Zhen Jing'" chapter In-depth analysis.

The "nine strokes" of the "Nine Yin Scriptures" are: prevention of dysfunction, only quickness and unbreakableness, unified caliber, openness, unresolved evidence, guilt, tune the tiger away from the mountain, silence is golden, and turn crisis into opportunity. Among them, the three tactics of preventing micro-duty, frankness, and guilty petition are applicable to this incident of Awu Yellow River Big Carp.

In order to prevent the gradual failure, companies should ring the alarm bells, take precautions, and try their best to eliminate all hidden dangers that may cause crises in the bud; be open and honest, with a candid attitude in crisis handling, seek public understanding from an objective and fair perspective, and rebuild customer trust If you are to be guilty, once it is confirmed that the company does have problems, you need to be brave enough to bear the mistakes, sincerely apologize to the public and show a positive attitude...

If Mr. He Jiu’s crisis public relations views are applied to the handling of the Awu Yellow River Big Carp Incident, the incident handling process should be like this:

1. In the first letter of apology, the focus should be on the leadership of the brand with a certain degree of authority and voice to stand up and apologize sincerely, rather than let the grassroots employees fully apology. People generally have a sympathy for the weak. Even if the incident is an employee's "private" behavior, standing up and taking responsibility with employees at this time can also show a company's responsibility to employees.

2. Regarding the issue of tree handling, companies can expand the layout a little bit, and don’t limit their focus to a few trees that have been harmed, or they can focus on the greening of the entire urban area and even the construction of other municipal sections in the nature of public welfare. The social responsibility of the enterprise.

3. All content should reflect a corporate structure and social responsibility, and then be concentrated on all kinds of mainstream media for comprehensive promotion to guide the trend of public opinion.

Since its development, perhaps the most important thing Awu Yellow River Carp should do is to reshape its corporate culture, reconstruct its operating mechanism, and ultimately, rebuild its corporate image.

As a huge operating organization, restaurant chain companies may never foresee where the brand will overturn in the next second. However, a large number of cases have proved that when the "virtue" of the enterprise is in place, the public will be more forgiving when a crisis occurs, and the difficulty of public relations will be lower.

In society, an enterprise is never an independent individual, it is closely related to all aspects of society. Therefore, companies must show not only brand power, but also a sense of social responsibility. Especially for large chain restaurant companies, the social responsibility they carry will be heavier. The matching of corporate structure with social responsibility and reputation is an invisible force for a company to grow bigger and stronger.