Author: Yao Suxin
Source: In PR
The most popular child recently is this one, because his whole family is the president, and he "wants to be the president to inherit the family business when he grows up".
The video broke on April 3, and the Agricultural Distribution gave an official response after the holiday.
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At the beginning of reading the text, I gave it 80 points. Considering the average level of state-owned enterprises (referring to the various ghosts that have appeared in the past) can be added to 90 points encouragingly. But judging from the effect of full-text dissemination, it may only be 65 points.
Let's start with the core part.
1) The handling of public opinion cannot be just about things. According to the previous problem solving ideas of "Wonderful Sayings", Huang Zhizhong will tell you that this matter is actually discussing "privilege", and this privilege can be "hereditary".
2) Therefore, if you want to respond effectively, you must do it with "no privilege" and "no hereditary". Don't evade! Don't evade! Don't evade! This is the path that the Agricultural Development Bank has indeed taken.
3) At the same time, specific facts and information are provided in the presentation. Moreover, there is a clear position and attitude.
4) The problem is that this small 800-word essay, I guess the reading comprehension ability requirement is above the third year of junior high school, so it spreads much worse than the original small video.
5) And the public's distrust of the big enterprises and their hatred of the privileges they do not have are unlikely to change because of a corporate response. What PR can do is to pass on the information that can be in hand to the extent that it can be had.
6) The follow-up media follow-up caliber is not what the Agricultural Development Bank wants. This is open for discussion in public relations.
Let's take a look at it specifically.
01
With the previous major events in the Oriental Selection Booth, Yu Minhong and Dong Yuhui directly engaged in a live broadcast for a few hours to make a comparison of the operation methods, and the spokesperson of the provincial branch of the Agricultural Development Bank accepted an exclusive interview with the designated media and released information by the media, which seemed very "ancient".
Personally, I think that putting aside "suitable" and talking about "good or bad" is a hooligan.
The operation method of Dongfang selecting the top leaders and the parties to directly come out to respond live has no reference significance for most enterprises. There are several main conditions that need to be met for this kind of operation, and most enterprises do not occupy any of them, and there is no diamond at all.
On the contrary, the financial industry actually has the characteristics of "stability", and if it wants to give me a short video reply with BGM, I should feel scared.
As for why it was in the form of a media interview, not a "statement". I guess, on the one hand, when a child says a few words in class, the bank official has to make an official statement, which seems to be a bit too exciting. On the other hand, after forming a habit, when public opinion comes, someone urges you to make a statement, and you can't stand it.
Indeed, in the eyes of the public, it is more important to make your own "statements". However, combined with the large number of states that enterprises need to face and the pits they have buried in the back, statements are never the only solution, nor are they necessarily the optimal solution.
As for why the Financial Times, because it's the home base.
02
Compared with the form of "multiple choice", the content part of the response is more critical, and there is not so much "leeway".
I should have said it 800 times, in the eyes of public relations, there is no phenomenon, it is all essence. I can't figure out what problem I want to solve, and I can't do public relations at all.
This matter is not at all what a child wants to do when he grows up, but how can he do it if the whole family can be the president of the bank? If he wants to be the president in the future, can he also do it?
Pulling another layer, the core word is not the president, but nepotism, opening the back door, and abuse of power. To put it more seriously, it is class antagonism.
Knowing what the public is discussing, angry, and concerned about, and responding to it in a targeted manner is the only viable way to deal with public opinion.
The legends of the voices are striking, distracting, giving them a new story and they will forget the old story, does it exist? But it can't be done. It is almost impossible for the Agricultural Development Bank, which is usually not very loud, to find another huge focus that will make everyone forget about the child who wants to be the president. The legendary things can't be done, either because the public relations ability is not enough, or simply there is no such condition.
03
The ADB uses the idea of "positive response". I know that very basic things should not be boasted of, and it is indeed relatively rare for state-owned enterprises. If the big idea is right, half of the points can be obtained.
First of all, make a list of the child's family situation. This is not listed, and anything else is in vain.
There are 6 parents, grandparents, grandparents, and grandparents who have the most relationship with the children, and 4 of them are working or have worked in the Agricultural Development Bank.
爸爸：某县支行行长，在任。
Mother: Deputy head of a city branch, incumbent.
Grandpa: An ordinary employee of a branch, retired for 20 years.
Grandfather: President of a county branch, retired for 8 years.
Looking at it this way, it is really "you are, your whole family is".
In good conscience, netizens did not act as demons this time, this is reasonable doubt.
04
As for the Agricultural Development Bank, first of all, it must not be faked, and then it is necessary to make clear the "origins" of these people.
My grandfather and grandfather were transferred from other banks to the Agricultural Development Bank when the branch was established.
My father and mother were recruited to work in the Agricultural Development Bank after graduating from school.
In addition, Mom and Dad met and got married after work, so "the number of ABC employees in the family has been further increased." ”
What does "through recruitment" mean, it means that you have gone through a serious process, and it is not your grandfather or grandfather who comes in with a "word".
Some people will definitely say, you know, this kind of "recruitment" is a formality. They are all with turnips, and they are digging pits.
So, does the PR response need to elaborate on the hiring process?
05
I don't think so. The "innocence" of the recruitment process has a trap of self-proof. The last living case was Han So-hee.
Old fans know that I studied fine chemicals. There is a logic in science and engineering, a theory must be able to be proven wrong to be scientific. That's falsifiability.
For example, if I say that I have a deposit of 5 yuan in the Agricultural Development Bank, this sentence is falsifiable. You just have to go to the Agricultural Development Bank and check my account to know if what I said is true or false.
The identities of grandparents, fathers, and mothers are falsifiable. You have the ability to go to human flesh, no matter what privacy is not private, there is always a conclusion.
It is difficult to prove whether the recruitment process is innocent, that is, the falsifiability is extremely poor.
What is very falsifiable is very poor, and the PR tries to say as little as possible. If you look at the previous rounds of Nongfu Spring's responses, the problem is that there is no falsifiability.
06
Unlike the starting point of doing scientific research, PR focuses on falsifiability for one reason: even if what you say is true, others will not necessarily believe it.
This issue has also been discussed many times. There is a chasm between what is "true" and "what they believe to be true".
"The truth they will believe" In the eyes of PR, the core word is not "truth", but "they will believe".
Therefore, doing everything possible to improve the credibility of the content you publish is also the basis of public relations.
The way in which the Agricultural Development Bank breaks the "privileges" is not to try to sort out the cleanliness of the recruitment process, but to dig out the "privileges" at the root. It's not that "there is no use of privileges", but that there are "no privileges" at all
First of all, the title of "president" has water, and the official is not big. The "president" issued by Kopnong is divided into four grades: head office, provincial branch, prefecture and city branch, and county branch. This child, their family is the lowest "county branch president". Additional information was added that the average number of employees in a county branch was 15. In other words, this "president" is a small head in charge of more than 10 people. With this level of "leadership", power is limited, and there are still 108,000 miles with the "privileged" class.
Secondly, both grandpa and grandpa are retired. Grandpa has even been retired for 20 years. High position, there is still residual prestige after retirement. At the grassroots level, it is basically a person who walks to tea and cool, and the "deployable resources" are limited.
Although it is difficult to explain how the recruitment process is, it can be used to aggravate the grandpa's "words don't work" to reduce the impression of "privilege".
Of course, there are also problems with this way of playing, which is a more emergency operation, which shows "incapability" from the perspective of individual cases, rather than "does not want to", and does not explain the "atmosphere" and system norms of the enterprise.
07
Therefore, the ADB needs to make up for it with statements and measures.
The adverse impact of the existence of family relationship on the operation and management of employees.
A clear avoidance system has been formulated, and the Anhui branch has also strictly implemented it, and once the problem is found, it will be corrected immediately.
The two stipulations of strictly prohibiting access and strictly avoiding access are important personnel systems at present at the ADB, and the ADB is confident that it will uphold and implement this system well.
Supervision from all walks of life is welcome.
All this shows that the ADB is consistent with the public position in terms of not engaging in nepotism.
The most important thing is these few sentences:
In 2019, the head office of the Agricultural Development Bank issued strict regulations prohibiting access, whether it is school recruitment or social recruitment and other forms of recruitment, applicants must promise that they do not have close relatives stipulated by the organization and personnel department of the Agricultural Development Bank, otherwise they will not be hired, and they will be removed after concealment and failure to report.
What does that mean? It means that it was a historical problem before, and after 2019, there will be no more "family" doing this. It is also said that if the children in the video still want to be presidents when they grow up, whether they are head presidents, provincial branch presidents, city branch presidents, or county branch presidents, it is estimated that they can only go to other banks. It is impossible to do so in the Agricultural Development Bank.
08
It is not known whether the spokesperson's interview was conducted in voice or text, and it is not known whether the final text was adjusted by the Agricultural Development Bank or the Financial Times, but the wording in the final response text presented is acceptable.
Just a few details.
Emphasizing the "other", emphasizing that it is not ancestral, emphasizing that there is no son inheriting the father's business, and there is no direct connection.
Emphasizing "non-locality" and emphasizing compliance with the provisions of the recusal system. If you are married and have a baby, you will probably be a little soft-hearted when you look at this state.
It can basically be judged that when writing, the words used are all over-the-top.
09
Where's what's wrong?
I estimate that many people do not read all 800 words of essays, so the information obtained from the diffusion communication channel is very important.
I searched last night.
There are exactly 2 contrasting situations in the video number recommendation.
The key message of "Southern Metropolis Daily" is "Dad has been found, and he is indeed the president!"
The key message of "Boss Hookup" is that "parents are in line with the tenure system".
After reading the whole content word by word, I can only say that 2 sentences are correct. But what message does an audience get if they watch the video directly, or only at the beginning of the video?
In the Weibo topic, #父亲确为行长#话题的阅读量是2 500 million, the number of discussions is 42,000.
#农发行称现行规定可杜绝子承父业#话题的阅读量是1007 2,000, the number of discussions is 473.
The gap is stark.
10
Most of the media, including many high-powered mainstream media, did not give the ADB a hand.
The reason, I will not analyze. Conclusions that do not grasp basic information are hooligans.
I can only say that the content of the ADB's response itself is okay, but in the process of touching the public level, the media's tone-setting role cannot be brought into play.
It's a bit of a pity.
11
Also, on the question of whether the response time is too long.
The accident was on April 3, the last working day before the holiday, and the reply was April 7, the first work after the holiday. Considering that you have to find your father first, and then go through the entire state-owned enterprise process, although you can't praise "timely", it is not a procrastination.
I have always said, public relations and public relations, don't pretend to be foreign guests, don't stand and talk without back pain, and substitute yourself into your own work status, can you do it?
12
As for the question of "public sentiment", which is the biggest headache for all PR right now.
To paraphrase the words of our classmates in the group: the so-called perception of netizens: to start with a house, the death penalty is the best.
No matter how big a corporate PR you are, you must have a clear understanding of what you can do.
Credibility is sparse, the public hates privilege, and unhappiness is looking for an outlet...... Is this a problem that can be solved by PR with a salary of tens of thousands (or thousands) a month?
What I shouted every day was to fully understand the environment and the public, and I didn't ask you to change the environment and the public.
On the other hand, as soon as the Agricultural Development Bank responded, everyone's hearts were swept away and the gloom was suddenly brightened. That's what scary.
When this kind of incident happens, it is a dream to think that it has no impact on the overall brand and the parties. Trying to explain the situation, trying to convey the message, and trying to minimize the damage is all that PR can do.
13
A few final words about public perception.
There is information today, the procuratorate found that Zhang, Li, and Ma were 12 years old but not 14 years old when they committed the crime, and intentionally killed the victim Wang XX, and the circumstances were heinous, and they should be investigated for criminal responsibility.
However, in the information released by the Agricultural Development Bank, there is no name, and there is no surname.
But in fact, the identity of the father has been picked up. The branch manager of the Guangde branch of the Agricultural Development Bank.
We went to see it again. Guangde City, a county-level city under the jurisdiction of Anhui Province, is managed by Xuancheng City. As of October 2022, Guangde City has 3 streets, 6 towns and 3 townships. As of the end of 2022, Guangde has a registered population of 514,000.
The branch in the county-level city is indeed the "president of a county branch".
Although I often hear everyone shouting about privacy, and I often see everyone standing on the moral high ground, in fact, there is basically no "bottom line" in the public's perception.
Have you ever thought that assuming the response of the Agricultural Development Bank is accurate, the family gets the job compliantly. So, why publish their information. I think a lot of privacy has been revealed at this point.
The Agricultural Development Bank knows that there is no problem with its employees, but in order to clear itself, it is immoral to disclose the core information of relevant personnel.
On the contrary, knowing that everyone will be suspicious of this, knowing that the outside already knows who it is, it is still responsible to bite the bullet and not let their employees suffer a frontal crit.
Of course, the ADB doesn't necessarily think so, so I'll just say what I mean.
It's easy for the public to take it for granted that "concealment" is bad. Reality, much more complicated.
14
In these years, there is no money in the sky, and there is no pot in the pot.