NetEase Ding Lei accidentally got on the hot search. Because NetEase sent a lawyer's letter to the author of the article "Why Ding Lei was Wrong" to ask the other party to delete the manuscript. In the lawyer's letter, the NetEase side took a tough attitude and even "intimidated" Yu Ping, the author of the article, on the grounds that Ding Lei was a member of the National Committee of the Chinese People's Political Consultative Conference.
But Yu Ping was not frightened, but once again posted NetEase's tough lawyer letter, which triggered a heated discussion among netizens: Is this the courage of the strong bullying the weak, netease taking the courage, Ding Lei is a CPPCC member can block the mouth of others?
Then, NetEase Ding Lei issued an "Apology Letter" to Yu Ping, indicating that the whole network would withdraw the lawyer's letter and sincerely apologize to Yu Ping. At the same time, Ding Lei also said that the lawyer's letter was not done by "temporary workers", but by regular employees, and was willing to discuss with Yu Ping the feasibility of "proposal for unified standards for chargers".
After NetEase's apology letter was released, public opinion quickly reversed the situation. Ding Lei showed a very sincere, generous and humble attitude in the letter, and saved the reputation of himself and NetEase. It was a very good crisis PR.
Although the matter is over, this matter exposes many shortcomings of the enterprise in dealing with the personal crisis of the boss and the crisis of the enterprise:
1, there is a negative, just think of extinguishing the fire. The public relations personnel of the enterprise all think that they are "firefighters" and encounter a "Mars" to extinguish the fire. As everyone knows, in the era of self-media and social networks, this method of extinguishing fires may become a fuel to the fire.
In the era when the media is very concentrated, enterprises have the right to speak, mainstream media have the right to speak, and enterprises can put out the fire if they get the media.
Nowadays, self-media and enterprises have equal discourse power, and even the sound of loudspeakers is stronger than that of enterprises. At this time, the results of relying on lawyer letters and retraction letters to extinguish fires are very poor, especially in the form of strong and weak fires, which will lead to collective resistance of netizens.
2, the boss and the enterprise should have zero negative. Many business owners and PR have "cleanliness habits" and cannot see any negative articles. This is feasible in the age of traditional media, but it is completely impossible in the age of social media.
Everyone has a platform to speak out and can express their own opinions. At this time, the company still wants to have a little negative, it is simply wishful thinking. The negativity of the enterprise is like the moss on the seashore in the summer of Qingdao, and the 24-hour dispatch of ships to clean up on the seashore cannot be cleaned up. You can only wait for the sea to cool and disappear automatically.
In addition, no one is perfect, and gold is not perfect. The negative information of the enterprise indicates that there is a problem in the enterprise, and the negative information is to help the enterprise find the problem. Enterprises that want to develop better should pay attention to the negative and improve according to the negative. Therefore, many valuable negative information proposers and should be rewarded by enterprises.
Just like the programmers who help Window, Android, and iOS find bugs, they will receive cash rewards and certificates for the operating system.
Ding Lei was able to quickly discover the wrong practices of NetEase's public relations team and correct them in time, which is commendable. Seeing Ding Lei's practice, I remembered that in July 2017, Mobike sued The Heart of Rock for infringement of the right to reputation and claimed 1.2 million yuan, which can be compared with Ding Lei's crisis public relations and made a judgment.
I briefly talk about the incident, as well as the dirty things that former Mobike executives and public relations personnel did at that time, and everyone understands why this bubble of capital blowing is broken.
1. An article suffered 1.2 million claims. In June 2017, I wrote an article titled "Mobike's financing of $600 million is still the life of a "leech", once the investment is broken, it will die immediately", the main content is that sharing bicycles cannot exist independently, it is difficult to rely on the bicycle business to make money, and can only lie on the capital like leeches to suck blood.
At that time, shared bicycles were in full swing, and no one believed my predictions. In 2018, Mobike sold to Meituan, with a total loss of more than 10 billion yuan. In the end, Mobike shareholders obtained meituan shares and took back their investment from meituan.
2. Sue and claim in bad faith. Mobike maliciously sued Heart of the Rock, claiming 1 million yuan on the grounds of adjectives such as leeches, marionettes, and sick foxes. At the same time, lawyers from two well-known law firms in Hangzhou and Shanghai were invited to fight the lawsuit, and each lawyer paid 100,000 yuan, and if the heart of the rock lost the case, it would have to compensate 1.2 million.
Unfortunately, the lawyers of these two well-known law firms were crushed by my 17-page reply to vomit blood, and they did not have any opportunity to speak in court, and in the end Mobike lost the case.
3. Send a large number of black manuscripts to maliciously attack the Heart of the Rock. How shameless is Mobike? In addition to malicious prosecution, a large number of black drafts were sent to insult me. Wasting lawyers' fees and finding public relations companies to engage in black drafts to smear the heart of the rock all cost money. But this "leech" does not care, it uses the money of capital, the more it spends, the more it catches itself.
At present, the development trend of shared bicycles is all in my prediction: it is a leech, which cannot survive independently. Mobike gave the Us group, Didi made green oranges, Harrow was going to sell to Alipay, with the help of ant group listing cash, take the road of Mobike and Meituan, but unfortunately the ants were stopped, Harrow sold his life hopelessly, and prepared to go public himself, but unfortunately still can not be listed, and now he is breathless.
Those self-media that received black money to smear me for Mobike have also been punished, banned, and stopped (for example, Wang Guanxiong's channel was banned, and the technology roadside stall was stopped). This fully proves that justice will only be absent, not late!
Finally, I would like to tell you friends who do corporate PR:
PR is not a firefighter, your job is not to extinguish the fire, but to help the enterprise to communicate, to help the enterprise to collect the negative, to promote the enterprise to improve, to optimize the product and business.
I would like to say a word to my friends in the self-media:
The body is not afraid of the shadow oblique. Picking faults for enterprises and picking faults for society is the responsibility that every media person should shoulder, as long as it is put forward on the basis of objectivity, goodwill and integrity. Don't compromise with these low-level enterprises, even to the Bo Gongtang to earn a reason.
As the judge of the Haidian District People's Court in Beijing wrote in the judgment at that time:
Citizens' freedom of expression is also protected by law, and citizens express their own unique opinions within the scope permitted by law and are not prosecuted by law. Negative evaluation of public figures belongs to the category of legitimate criticism and controversy. Whether or not there is sufficient theoretical basis for the criticism or controversy, it does not constitute an infringement of the right to reputation of the counterpart of the criticism or controversy, and excessive rhetoric is generally permissible in terms of the language used in the criticism or controversy article.
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