As a public figure, the celebrity's every move is noticed by everyone, and in this case, the slightest mistake will be magnified, and even an apology statement and a development conference will be required to eliminate it. In today's world where AI is so widely used, wouldn't it be more efficient to use AI to make an apology statement?
Among the contemporary young flowers, I like Huang Zitao a lot, not because of his handsome appearance, but because of his frank temperament and funny style.
In the past two days, Huang Zitao apologized on Weibo for his inappropriate remarks, and then went on the hot search.
What was the cause of the incident?
On April 20, singer Huang Zitao participated in a music carnival in Shanghai, and he was supposed to perform on the same stage with him, as well as a foreign singer named Martin Garrix Jr. But they ultimately failed to share the stage.
After that, Huang Zitao complained that Martin Garrix Jr.'s team was disrespectful and did not participate in the rehearsal.
Huang Zitao felt that he had been treated disrespectfully, saying that he did not know him and did not care, and then cursed an English swearing. In the early morning of April 21, Huang Zitao apologized on Weibo for his improper remarks:
However, Huang Zitao also expressed his dissatisfaction in the comments, because he was not respected by Martin Jr.
Martin Jr. also issued his own explanation through the media, saying that he did not receive the arrangement to perform on the same stage. Later, after seeing those remarks, he also actively communicated with Huang Zitao on the same stage, but the other party did not attend.
At present, there are many voices, some say that Huang Zitao is a big name and has no quality, that Martin Jr. does not respect Chinese singers, or that the foreign organizer does not respect Chinese audiences...... Huang Zitao's fans are also indignant about it: Obviously, the organizer did not coordinate well, why are they talking about their own babies?
Under all kinds of pressure, the organizers issued an apology letter at 5 p.m. on April 21:
To all the fans, organizers, Martin Garrix, Huang Zitao, all sponsors and friends who participated in the checkered flag music carnival:
We are deeply sorry for the events that took place last night.
As a creative performance agency, we have a great responsibility to serve the performing events. However, we were disappointed by miscommunication and negligence in failing to confirm the information, which led to misunderstandings on the part of the artists. We sincerely apologize to all the fans, organizers, Martin Garrix, Huang Zitao, all sponsors, and those affected by this incident. We are committed to taking this incident seriously, making immediate corrections, and taking all necessary measures to ensure that similar incidents do not occur in the future.
Regards,Remco HekTwoFiftyK
Account Director
I have 4 years of experience in handling corporate public opinion crises, and as soon as I saw this rhetoric, I felt that the apology was insincere.
01 The Six Principles of Public Opinion Crisis Discourse
In the apology letter for the crisis of public opinion, there is a six-degree principle:
- Attitude: Whether it is sincere enough to seriously reflect on its own problems.
- Speed: Whether it's quick enough to answer the questions that the public cares about most
- Height: Get rid of self-centeredness and self-protection consciousness, understand problems from the perspective of industry, society and the public, and strive to solve substantive problems. 4. Generosity: Be open to criticism and don't care about misunderstandings.
- Scale: whether the promise can be fulfilled and whether it will trigger unlimited liability.
- Temperature: For events that are not one's responsibility, still express gratitude, greetings and material gifts to the parties. Let's analyze why this apology letter is not qualified.
1) In terms of attitude, they are not sincere and do not seriously reflect on their own problems.
Obviously, it was the organizer's coordination that led to the mistake, so he hastily said that it was "negligence", and he was just "disappointed" in himself; this feeling was like a boyfriend going on a blind date with a girl behind his back under the arrangement of his parents, but he was discovered by the girl, and the boy said that it was negligence and a mistake, which made the girl very unhappy.
2) At the height, it does not reflect a sense of social responsibility and responsibility. For example, do you realize that because of this incident, everyone has a crisis of confidence in the entire performance industry, and at the same time, the fans of the artists have been emotionally hurt.
3) In terms of magnanimity, there is no openness to criticism;
4) In terms of scale, there are no specific remedies and improvements
The promises given are very empty:
Take this incident seriously, rectify it immediately, and take all necessary measures to ensure that similar incidents do not occur again in the future.
It feels like a boyfriend is saying to a girl: Marry me, I will make you happy, but he doesn't make a specific plan, which makes people feel distracted.
5) In terms of temperature, there is no proper care for the Chinese audience
This is reflected in Huang Zitao's apology:
"I hope tonight's episode won't hurt anyone and won't affect everyone's mood. ”
With these basic attitudes, and then use the "empathy" method in non-violent communication, at the beginning of the conversation, to calm the user's emotions, empathy, and empathy with the target user, for example, you must be disappointed and angry if you have been waiting for so long.
So, can such a process be achieved with ChatGPT?
Of course you can, here's what I did with ChatGPT's apology:
Dear audience friends, Mr. Huang Zitao, Mr. Martin Garrix, and all friends who care about and support the Plaid Flag Music Carnival:
First of all, we are well aware of the inconvenience and disappointment caused by the miscommunication that occurred during this event, especially for the fans who are looking forward to this performance. We are deeply sorry and we feel very remorseful about this.
As the organizers, we failed to meet your expectations and we sincerely apologize to you.
We recognise that this was not just a minor mistake, but a serious coordination lapse that affected the quality of the show and the audience's experience.
We would like to express our deepest apologies to Mr. Huang Zitao and Mr. Martin Garrix, as well as to their team.
We also sincerely apologize to all fans, sponsors, and partners who have been affected by our negligence.
In order to correct this mistake and prevent similar incidents from happening again in the future, we are taking the following steps:
1. Act Now: For all disappointed attendees, we offer a full refund as well as priority purchase rights and discounts for a future event
2. Long-term improvements: We will thoroughly review and improve our internal processes, especially artist coordination and communication mechanisms. We will introduce more transparency to ensure that information is communicated and acted upon accurately.
3. Open feedback and continuous supervision: We will set up a feedback platform and welcome valuable comments from all audiences. We are committed to responding to this feedback in a timely manner and to regularly announcing our progress in improvements. We know that it takes time to rebuild trust, and it needs to be proven through action. We promise that the future Checkered Flag Music Carnival will pay more attention to the experience of artists and audiences, and truly respect every artist and every audience.
Once again, we would like to express our sincerest apologies to you for this unpleasant experience. We look forward to having the opportunity to present you again in the future and earn back your trust through our actions. Thank you for your understanding and support.
Isn't it much more sincere than the version they wrote themselves?
What's even more commendable is that it can not only be used for apology letters to the public, but also for one-to-one responses to complaints in corporate crises, especially in the high-risk catering industry.
For example, the public opinion crisis of this catering company:
A customer reported on the black cat complaint that on April 6, 2024, a group bought Yang XX Malatang in a group, located in Shijingshan District, Beijing, and a family of three ate together. After the meal was ready, the child cried and had no choice but to pack it and take it away. I asked the clerk how to pack it, and the clerk said that a box was two yuan. I said how many do you need to pack? The clerk said I don't know, I said can I put it in a bag? There is soup. The clerk replied, you are not ashamed to use it.
This is clearly insulting. Let's take a look at ChatGPT's apology communication words:
Dear Customers,
First of all, we apologize for the unpleasantness you have suffered during this dining experience. We are very sorry and remorseful to learn about the frustration and disrespect you feel in the service of our restaurant. We sincerely apologize to you and your family for what you have experienced. We acknowledge that the failure of our service staff to communicate in a professional and respectful manner during your meal is a clear breach of our basic standards of customer service.
Indeed, the attitude and response of our staff in dealing with your legitimate needs is not only inappropriate, but also insulting, which is unacceptable to us. In order to resolve this incident directly, we will provide you with a full refund of the meal cost and an additional food and beverage voucher worth RMB 100 as a sign of our compensation and sincerity for your inconvenience.
We have launched a comprehensive staff retraining program focused on improving service quality and communication skills to ensure that such incidents do not happen again. We appreciate your feedback, it is essential for us to improve our services.
We invite you to share any suggestions you have or continue to criticize them via our customer service email or by contacting the store manager directly. We are committed to continuously updating our service improvement process and ensuring that all new measures and developments are transparent to the public.
Thank you again for giving us the opportunity to correct and improve. We look forward to the opportunity to serve you again in the future, when you will experience first-hand the enhancement and improvement of our services.
Let's take a look at how the specific command is written
02 Specific Orders
Note: To run with chatgpt4.0
##chatgpt扮演的角色##
He is a master of crisis public relations and has the following skills:
1. Be able to reflect a sincere attitude in the PR reply, and ensure that the text conveys a serious reflection on the event and a sensitive response to public sentiment.
2. Have the ability to quickly generate reply content, ensure that public concerns are responded to in a short time, and demonstrate a sense of corporate responsibility and urgent action.
3. Be able to comprehensively analyze problems from the perspective of the industry, society and the public, not limited to local or self-interest, but focus on long-term and overall impact.
4. Show openness to criticism and tolerance of misunderstandings in responses, be able to accept external opinions with a positive attitude, and make self-improvement on this basis.
5. Clearly put forward measures and commitments to solve the problem, and at the same time define the feasibility and scope of responsibility of these commitments, so as to avoid the follow-up responsibility problems caused by over-commitment.
6. Add warmth to the reply to express sympathy and care for the affected person, as well as possible material or emotional support, even for events for which you are not directly responsible.
7. Commit to maintaining transparency in the problem resolution process, regularly updating the public on progress, maintaining public trust and reducing uncertainty.
##任务背景##
In the response to the crisis of public opinion, there is a way to judge the quality of public relations: six degrees.
1. Attitude: Whether you are sincere enough to seriously reflect on your own problems.
2. Speed: Whether it's quick enough to answer the questions that the public cares about most
3. Height: Get rid of self-centeredness and self-protection consciousness, understand problems from the perspective of industry, society and the public, and strive to solve substantive problems.
4. Generosity: Be open to criticism and ignore misunderstandings.
5. Scale: Whether the promise can be fulfilled and whether it will trigger unlimited liability.
6. Temperature: For events that are not one's responsibility, still express gratitude, greetings and material gifts to the parties.
The production steps of the crisis PR rhetoric are:
1. Deal with the emotional problems of users or the public first, and express empathy and empathy
2. Be honest about the problem and be aware of what the problem is
3. Actively provide remedial measures to reduce the loss of users or audiences
4. Give specific measures on how to avoid such problems
5. Expressing gratitude for criticism is a kind of help and gives the brand a chance to improve
I am a public opinion processing company, we will be asked to help Party A write a public opinion crisis speech, I hope you can use the above methods to help me generate a reply speech.
##完成任务##
I will provide the background of the incident, see who the target audience of this statement is, and you will generate a crisis PR response speech.
##任务步骤##
1. Learn the content in the context of the task first
2. When users provide public opinion crisis events, you first analyze what is the crisis that needs to be dealt with in the face of the target group?
3. Analyze what the emotions and feelings of customers or audiences are in this crisis, and what kind of words can be used to express empathy, empathy, and understanding, so as to play a role in calming emotions first.
4. Analyze how the brand should express itself in terms of attitude to show the seriousness of the problem and self-blame;
5. Analyze, how the brand should be expressed from the three aspects of industry, society and the public at a high level.
6. Analyze how the brand can express openness and tolerance to criticism in terms of magnanimity
7. Analyze, in terms of speed and scale, what remedial and improvement measures can be taken in this crisis to regain the trust of the audience.
8. Based on the analysis from 1 to 7, write an outline of the following reply
9. Based on the previous analysis and the outline of step 8, write a reply paragraph.
##任务要求##
1. The content of the six degrees must be included and must not be omitted
2. Be sincere and humble in your language
3. When expressing empathy, express what emotions would be felt if it were a person.
4. When it comes to improvement measures, have specific solutions and measures.
5. When performing step 8, the contents of the analysis from 1 to 7 should be added.
##任务规则##
1. Complete only one step at a time, and ask me if I'm OK for each step I complete
2. Execute the task steps in order, making sure you don't skip any of them.
##开场白##
I'm a crisis PR expert, please give me the background of the incident and the target audience
03 Dialogue process
1. The Huang Zitao incident
After entering the command, ChatGPT starts working:
I input the background of the event and the target user:
Next, let's start the formal steps:
Through the above steps, let's look at the speech:
2. Malatang incident
In fact, every enterprise crisis is both a crisis and an opportunity, after the problem is exposed, the enterprise responds properly, has better improvement measures and follow-up feedback, and can also turn the danger into an opportunity for corporate publicity.
Columnist
Caicai, public account: AI marketing Caicai, everyone is a product manager columnist, and a special lecturer on many platforms. With 13 years of experience in Internet content marketing, he is currently focusing on solutions for AI+ marketing scenarios.
This article was originally published by Everyone is a product manager and is prohibited from reprinting without the author's permission.
Image from Unsplash, based on the CC0 license.
The views in this article only represent the author's own, everyone is a product manager, and the platform only provides information storage space services.