The Da Vinci "fake foreign brand" incident, which has been silent for more than four months, has been wavering again. Da Vinci's home suddenly issued a statement on the morning of November 24, saying that the media had fallen into "false news." He also said that he is currently cooperating with the investigations of relevant departments and expects to receive a "fair final investigation conclusion."
The occurrence of this incident once again made Da Vinci the focus of public attention. In my opinion, Da Vinci Furniture issued a statement stating that the false news of the media has once again stung the hearts of consumers and the public. For the corporate crisis, Da Vinci did not take pains to learn from the past crisis. To improve and improve, but to jump out again to defend themselves, trying to wash the mistakes before. At this point, the author believes that Da Vinci Furniture's crisis public relations measures for fraud incidents have completely failed. Coatings companies should understand the importance of crisis public relations from this incident and summarize relevant experiences for development.
From the Da Vinci furniture again to see the paint business crisis public relations
Lesson One: Facing the public with a candid attitude
Mr. You Changqiao, who is praised by the industry and the media as "the first person in China's crisis management", pointed out in his book "Crisis Public Relations---Review and Review of Typical Cases of China's Crisis Public Relations", to ensure the audience's right to know and maintain Honesty is the two basic principles in crisis public relations.
Da Vinci furniture seriously violated these two principles during crisis public relations. First, in the crisis, Da Vinci furniture immediately responded and held a briefing in time. However, at the scene, Pan Zhuangxiu, the general manager of Da Vinci's home, gave a tearful introduction to the history of entrepreneurship, and invited representatives of various partners to express their trust and support for Da Vinci furniture. The question and anger against the public, Dafen The strange furniture was ignored, which led to on-site consumers and the media to take the case, and also caused many complaints during the later processing of consumer returns and compensation.
Many companies in the crisis public relations like Da Vinci furniture, easy to go into a misunderstanding: that is to cover up the crisis. Professor Norman R. Augustine of Princeton University believes that each crisis itself contains both the root cause of failure and the seed of success. Discovering, nurturing, and harvesting this potential success opportunity is the essence of crisis management. There is a case of successful crisis public relations in the coatings industry. On October 5, "Changjiang Business Daily" reported that the "Shuanghu" paint purchased by Mr. Wang from Hankou deteriorated during the warranty period. Wuhan Shuanghu Coating Co., Ltd. attached great importance to this matter and immediately investigated the matter and confirmed The paint purchased by the complainant Mr. Wang was not produced by Shuanghu Coatings, and the quality of the good name was defended by practical actions.
Therefore, paint companies need to be honest about the facts in the crisis public relations, and dare to take responsibility to regain public trust and understanding.
Lesson 2: Maintain consistency of attitudes and authenticity of information
At the briefing meeting held in Beijing on July 13, 2011, Pan Zhuang Xiuhua, manager of Da Vinci Home Co., Ltd. admitted that some of the international brand furniture represented by the company was actually made of domestic furniture, and admitted to having a cooperative relationship with domestic furniture factories. On November 23, 2011, Da Vinci Home Furnishing Co., Ltd. claimed that "Da Vinci once again reiterated that Da Vinci has never engaged in fraudulent charges accused by CCTV's "Weekly Quality Report." This completely different attitude not only makes the public confused, but also seriously deceives the public's feelings.
Therefore, in crisis public relations, the attitude of the company and the authenticity of the information are very important. If the paint company is inconsistent like Da Vinci, the result can only be to lift the stone and lick its own feet, and the trust that will be re-established by the hands will be rejected by the public.
Lesson 3: Need to maintain good communication with the media
Authenticity is the life of news, and the media is also a "megaphone" for companies to publish real information. Guiding public opinion is one of its basic functions. Therefore, the media plays a very important role in crisis public relations. It is both the transmission of information and the supervisor of the development of crisis events. Therefore, ensuring effective communication with the media directly affects the direction and outcome of crisis public relations. Da Vinci furniture seriously ignored this in the crisis public relations of the fraud incident. At the briefing session, a reporter said angrily: "I came with a lot of questions, but they didn't answer one. I was very angry. I don't know what they did at this conference?" What is even more eye-popping is that In the crying case, Pan Zhuang Xiuhua clearly stated: "In fact, today we did not involve any opportunity to ask questions from reporters." Since the measures taken by Da Vinci Furniture not only did not reflect its sincerity, it was understandable because of the question of its birth.
Take Wuhan Shuanghu Coating Co., Ltd. as an example. After discovering the fake paint, Wuhan Shuanghu Paint Co., Ltd. immediately contacted the “Changjiang Business Daily†and made the real results after the investigation public. It has eliminated the consumers’ doubts with persuasive actions, and safeguarded the corporate brand and consolidated Consumers have played a good role in promoting the trust of the brand.
Therefore, paint companies should pay attention to the communication effect of the media in crisis public relations and maintain good communication with them.
For this "false news" fall-off incident, we do not need to evaluate too much for ourselves, but should draw relevant experience and lessons from the entire crisis public relations of Da Vinci furniture.
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