Chapter 637: Typical Crisis PR Question

"Everyone has seen Zhou Andong's apology press conference, right?" Li Zhongqing threw the chalk into the chalk box and leaned his hands on the table.

"Seen it." The voice wasn't very uniform, but it was very loud.

"Zhou Andong's apology speech at the press conference gave people a power that cannot be described. Before, I had never realized that the power of an apology could be so great."

"I once simply thought that as long as a person does something wrong, they should apologize. As for why some people are unwilling to apologize, and how they should apologize, it was something I had never thought about..."

Li Zhongqing picked up the tea mug beside him and took a sip, "After watching the press conference, I went to Zhumadian for a few days, visited various shops, and chatted with bosses and clerks."

"Because the problematic ice black tea was taken off the shelves, there was no stock in the Zhumadian area for two days. After replenishing the stock on the third day, the sales volume was not affected, but instead increased compared to before."

"And this phenomenon is not just in the Zhumadian area; it's even more obvious in our Beijing. After returning from Zhumadian, I went to visit and investigate, and the sales growth was very obvious."

There was a buzzing sound below. They knew that because the Yugong Group handled it properly, the ice black tea quality crisis was resolved, but they didn't expect it to be such a result, with sales rising instead of falling.

Li Zhongqing said: "This is a typical question of brand crisis PR. From some real data abroad, the proportion of crisis PR type questions appearing in the interviews of famous schools every year is relatively high."

"Crisis PR, public opinion response, sudden events, and other topics are actually quite similar and easy to apply. And the influence of public opinion can bring a great impact to enterprises, allowing many negative messages about brands to ferment instantly and move toward extinction at any time."

"In fact, dealing with crisis PR in real life requires enterprises to be prepared and have measures in place before it happens. Once a crisis appears, they can respond quickly and accurately for the first time."

"But this is easy to say, but very difficult to do. Especially our domestic enterprise leaders, who lack ideology, style, ability, and quality, have weak reform and innovation consciousness, and are conservative and closed-minded."

"Once a product has quality problems and causes public opinion, they don't think about how to face and solve it, but instead cover it up, and even use some illegal means to interfere."

"The final result is that public opinion is temporarily controlled, but the real problem is not solved, and they also lose this part of the consumers. Under the cycle, it is the collapse of brand credibility."

"And the handling of the ice black tea quality problem crisis can be completely written into our textbooks. Zhou Andong and the Yugong Group have given us a classic crisis PR lesson."

"Rapid response, establishing a crisis PR group, responsible for contacting media and distributors, and recalling problematic products."

"Establishing an internal investigation group, thoroughly investigating the root cause of unqualified products, announcing it to the public in a timely manner, and indicating a responsible attitude. Admitting the incident in front of the media, taking responsibility, and compensating."

"Investigating the incident within the enterprise, tracing the source, and improving measures. This is the duty of an enterprise responsible to consumers, and stopping business for rectification and internal investigation is also the attitude, obligation, and responsibility that an enterprise should have..."

This public lecture made the students below listen with fascination. After class, most of them didn't leave but gathered together to chat.

"I'll graduate next year, and I don't know if the Yugong Group is recruiting."

"This is the last time I'm listening to Professor Li's class, because I'm graduating soon. I want to go to Jiangzhou, go to the Yugong Group headquarters, and recommend myself, but I'm afraid they won't want me."

"Old Li, are you kidding me?"

"No, I'm serious."

"Are you crazy, kid? You're not even going to the Ministry of Commerce?"

"I'll go to Jiangzhou first. If it doesn't work out, I'll go to work. If it works out, I won't come back."

"Fuck, if your dad knows, he'll definitely peel your skin."

"I don't like a routine life. Besides, how many public officials have resigned to go to sea now? Even if I go to work now, I'll definitely regret it later."

"So, why should I take off my pants to fart? It's better to choose a path I'm willing to walk."

"Fuck, I'll go with you."

Hearing the discussion around, a girl wearing a baseball cap and sportswear sitting in the back stood up and walked out.

Another chubby girl walked up quickly: "Wait for me."

After leaving the Second Teaching Building, the girl raised her head. It was actually Jiang Yuyue, and the girl beside her was naturally Ma Xiaotong.

"Brother-in-law is truly amazing." Ma Xiaotong said with a smile, "Listen to the students' discussion, they all say brother-in-law is the God of Commerce and want to apply to the Yugong Group."

Jiang Yuyue's lips curled into a beautiful arc: "How is the preparation for the balcony show the day after tomorrow?"

Ma Xiaotong said: "Everything is ready. Several foreign musicians invited from the Grand Theater will also appear on time."

Jiang Yuyue nodded, and the two left the school gate and got into a yellow mian'er (minibus): "Houhai!"

………………

Jiangzhou, Yin Jisheng was drinking at home, at a rectangular kang table, with two middle-aged men sitting opposite him.

Min Guixiang brought the last plate of green onion scrambled eggs and placed it heavily on the table with a bang.

A man said with a smile: "Sister-in-law, how come I feel your mood isn't right today? If you don't welcome us, we'll leave right away."

"I'm angry with Old Yin." Min Guixiang said, suppressing her fire, "You guys tell me, for no reason, he donated a teaching building, and then sold the company, and he's still smug, thinking he took advantage of something big."

Yin Jisheng looked helpless: "See, this old woman, she doesn't understand anything, only cares about the petty profits in front of her, and can't see the golden mountains and silver seas of the future."

Min Guixiang sat cross-legged on the kang and poured herself a glass of wine: "I don't care about any golden mountains and silver seas in the future. I only know that with your tossing, all the family's foundation is gone. If there's an accident, I reckon we won't even be able to drink the northwest wind."

Yin Jisheng put down his chopsticks: "That's not selling, that's cooperation. Yuxie Real Estate is also going to invest money."

Min Guixiang was stunned: "How much money can they invest?"

Yin Jisheng threw a peanut into his mouth: "To tell you the truth, I originally didn't want a cent."

Min Guixiang was furious: "You really are possessed by a ghost."

Yin Jisheng let out a laugh: "I say you, this woman, are short-sighted, and you still don't admit it. I'm willing to give it to them for free, do you think they're willing?"

Min Guixiang didn't believe it at all: "You're willing to give it for free and they don't want it?"

Yin Jisheng picked up his wine glass and took a sip: "Do you think everyone is like you, knowing nothing but money, money, money." ===== CHAPTER 638 =====