In the early morning of December 18, Dongfang Selection released a live broadcast trailer saying that Yu Minhong and Dong Yuhui will broadcast live at 8 p.m. on December 18. And Dong Yuhui's identity has changed to "Oriental Selection Senior Partner". This small composition turmoil has developed to this day, and things seem to be calming down, and Dongfang Selection is on the right track.
A few days ago, Dongfang Selection's share price rose by 16%, and after Dong Yuhui became a senior partner, he was highly bound to the Dongfang Selection brand, and Dong Yuhui's fans have risen to more than 21.35 million, and after the live broadcast with Yu Minhong, it rose by several million.
If we review the process and handling of public opinion in the Dongfang selection of small essays, this is actually a classic case of dealing with crisis public relations.
Let's look at the steps.
Step 1: Cater to the key demands of public opinion, fire the CEO, and choose Dong Yuhui.
In fact, in crisis public relations, the first step is to know what the public wants you to do, and what to do to meet the expectations of the public and business ethics.
After the outbreak of the "small essay incident", Dongfang Selection reacted chaotically for a while, and public opinion once put Dongfang Selection on the fire. Prior to this, CEOs from all over the country have shouted to poach people, various peers have taken advantage of the situation to attract traffic, and major bloggers and netizens have expressed their defense of the rights and interests of migrant workers.
A large number of short video bloggers performed the scene of holding meetings and smashing mobile phones, and it was rumored in the industry that Yu Minhong wanted to choose one of the two, from copywriting to treatment, rising to bullying, and rising to the route to Dong Yuhui. There is no doubt that behind this is actually the public opinion level hopes that Dongfang will select Dong Yuhui, and it is very important to cater to the demands of public opinion, but many companies cannot do this, and they are not allowed to meet the key demands of public opinion.
A typical negative case is the BMW mini ice cream incident this year, which caused controversy due to the differential treatment of Chinese and foreign visitors.
In this matter, what the public is most looking forward to is that BMW correctly handles the most critical "double standard" question in public opinion, but its company tries to gently expose it from the perspective of employee management and misunderstanding, but this is actually ignoring the key demands of the audience, and how can it work. This not only wasted the best opportunity for public opinion to be soothed, but also exacerbated the confrontation of netizens due to the "perfunctory attitude", leaving room for further deterioration of public opinion.
In this matter, no matter how the CEO apologizes, it is useless, the consequences have been caused, and Dongfang Selection must choose between the CEO and Dong Yuhui. Choosing Dong Yuhui is equivalent to choosing talents, and choosing to favor the key demands of public opinion, so it is the best policy to fire the CEO and retain Dong Yuhui. However, Yu Minhong left room for the CEO to remain as a non-executive director, which avoided the intensification of internal contradictions and left a certain space for follow-up operations and the easing of internal contradictions.
If this key step is stuck correctly, it will be very easy to deal with later, which is an important step to extinguish public opinion.
Step 2: Fire the CEO who will take over as CEO, Lao Yu will take over the most appropriate, and at the same time deal with the problem anchor and sincerely apologize to the public.
In terms of public expectations, who will be the new CEO? There is no doubt that it can only be Yu Minhong, who has the highest public awareness and can calm the scene.
Prior to this, Yu Minhong stated that the recent incident was his own management mistake. Because he is the "hands-off shopkeeper", he leads to too much decentralization, which leads to internal management loopholes. After taking over as CEO, Yu Minhong acted very decisively and dealt with the problem anchor decisively, and completely corrected the chaotic situation that had occurred before, including a series of "riotous operations" such as gaffe anchors and blocking netizens, which was equivalent to expressing a statement to make up for the loopholes in management and sincerely apologize, which further catered to the public's demands.
Step 3: Lao Yu and Dong Yuhui broadcast live together to solve doubts, save the company's image, and release the signal of internal unity
After dealing with the civil unrest, the next step is to face the public, tell the public the cause and effect of this matter, what everyone has experienced, what misunderstandings there are, and what will be done next, which is actually a very critical step in crisis public relations.
In this live broadcast, Yu Minhong explained the ins and outs of the whole thing and the public's misunderstanding of Dongfang Selection-including unloading the mill and killing the donkey, internal discord, dismissal of the CEO and other issues, such as why Sun Dongxu was dismissed, whether he was at odds with Dong Yuhui, and other key issues such as Dong Yuhui's treatment, Yu Minhong said many times in the live broadcast that Sun Dongxu's dismissal had nothing to do with Dong Yuhui.
Yu Minhong also said that the turmoil started because of a series of small incidents, and later because of management mistakes, it was out of control. In the future, the company's management will definitely refer to Dong Yuhui's opinions, and will also give him sufficient resources and space.
Many people think that Dong Yuhui was disadvantaged in the selection of Dongfang, did not get enough space for development, and was jealous and went to Dong Yuhui, etc., in this regard, Yu Minhong's response is also equivalent to catering to public demands and making a decision that meets public expectations.
The key reason for this step is to express the importance of public concern and concern, many companies have crisis public relations, and adopt the three non-cold treatment strategies of not responding, not paying attention to and not caring about various speculations and opinions of netizens, or warning about the "lawyer's letter", which is a taboo in public relations, which is essentially a contempt for public opinion, and does not make the public feel valued.
Yu Minhong and Dong Yuhui live broadcast together, which shows that the company cares very much about everyone's attention and concern for Dongfang Selection, the public cares, we will tell you, what we have experienced during this time, Lao Yu and Dong Yuhui broadcast live once, showing that Yu Minhong sincerely communicates with the public, solves problems, and expresses the mentality of unity, which is one of the key measures to solve the problem, and it is also a key step for netizens to feel valued and understood by the public.
The next fourth step: Dong Yuhui is promoted to senior partner, stabilize the capital market, let the company resume normal operation, Lao Yu and Dong Yuhui bring goods live together.
In the live broadcast, Dong Yuhui focused on expressing his loyalty to the company, which is equivalent to telling everyone that Dong Yuhui will not go anywhere and will remain in Dongfang for a long time in the future. This is what the capital market is most worried about, and this is the reason for the previous sharp drop in stock prices, which is to stabilize the stock price.
As for Dong Yuhui's promotion to senior partner, this step actually completely broke off the external thoughts, because it means that Dong Yuhui's personal IP and personal interests have been highly bound to Dongfang Selection, and it has also released a stable signal to the capital market. In this way, the public opinion of Dongfang Selection has almost subsided, and the company is close to getting on the right track.
The last step is how to get the company running properly. On the evening of the 18th, the live broadcast room of Oriental Selection will be rebroadcast, and Yu Minhong and Dong Yuhui will bring the goods live together. The situation will gradually subside, the problem will finally be resolved, and the stock price of Oriental Selection will rise sharply.
So if we sum it up, the most critical point of this matter is that it accurately stucks the emotions of netizens and caters to the expectations of the public. The essence of why the public is so emotional is because Dong Yuhui is actually a refraction of the workers.
As a professor pointed out before, super IP is not a real person, but a product of the empathy effect amplified by the modern communication lever after the emotions of a big era are projected on a certain person, and because it brings together more people's imagination and empathy, it has an energy field that surpasses the individual. Dong Yuhui's IP, which carries the energy of public empathy, played a game with Dongfang Xiaosun, who was disappointed because of his "daddy's brain", and the result is self-evident.
For most netizens who also play the role of "beating workers", the interests under the empathy of public opinion in the workplace are very easy to cause extreme emotions, so that enterprises can incur questions about social responsibility and unfair treatment.
Dongfang selects a series of operations in line with the 5S principle
There is a 5S principle of crisis public relations, which refers to the five principles adopted to solve the crisis after the crisis occurs, including the principle of responsibility, the principle of sincere communication, the principle of speed first, the principle of system operation, and the principle of authority confirmation.
From the perspective of the processing process, a series of operations of Dongfang Selection are in line with the 5S principle. Yu Minhong's processing speed is quite timely, and at the same time he takes the initiative to take responsibility, communicates sincerely with the public, explains doubts and doubts to the public with his own authority, and conforms to the tide of public opinion, gives the results that meet the expectations of public opinion, and finally ensures the normal operation of the company's system, with specific measures, detailed content, and relatively good emotional communication.
Therefore, now the evolution of the situation has been developing in a benign direction, and Dong Yuhui has been promoted to senior partner, and the senior partner model has also learned from the success of today's head live broadcast enterprises, which is also the best way to deal with the current relationship between the head anchor and the enterprise. After all, on the live broadcast platform, the user's loyalty to the brand and product is far less than the user's loyalty to the anchor's halo. As a result, the share price of Oriental Selection has also risen sharply.
In general, this Oriental Selection Small Composition Incident, public opinion is calming down, the company's operation is on the right track, Oriental Selection and Dong Yuhui are both famous, whether there is a professional public relations team behind the emergency entry to fight the fire is unknown, the whole can be called a classic case of crisis public relations, worthy of many companies to study and Xi.
Author: Wang Xinxi, Senior Reviewer of TMT This article is not reproduced without permission