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公关危机演讲1
1.
—论“家乐福公关事件” 公关危机 公关危机
2.
指尖彩虹小组
3.
家乐福( Carrefour )成立于
1959 年,是大卖场业态的首创者,是欧洲第一大零售商,世界第二大国际化零售连锁集团。现拥有 11,000 多家营运零售单位,业务范围遍及世界 30 个国家和地区。集团以三种主要经营业态引领市场:大型超市,超市以及折扣店。截至 2010 年 1 月 20 日家乐福中国内地门店总计 157 家 。
4.
蓝色光标成立于 1996 年
7 月,总部位于北京,全国设有 23 个分区办事处,现有员工近 500 人。蓝色光标引领了本土公关业的兴起和繁荣,从 IT 领域发展到电信、汽车、金融、医疗、快速消费品、政府及非赢利组织,从北京、上海、广州这些中心城市发展到全国 。
5.
家乐福惹怒众网民 2008 年
4 月 7 日 , 北京奥运会火炬传递时受到藏独分子在法国巴黎干扰 , 同时各大法国主要媒体不真实报道西藏问题大肆指责中国 , 并封锁中国媒体的报道。法国知名 lvmh 集团涉嫌捐巨资给达赖集团 , 而 Lvmh 集团于同年 3 月成为知名连锁超市家乐福的最大股东 , 因此 家乐福 便“榜上有名”。
6.
抵制法国货, 从家乐福做起
7.
8.
文字内容 蓝色光标危机拯救
9.
Mind your own
business 从 4 月 16 日开始,家乐福开始了长达 20 多天的“危机公关”和“自我救赎”
10.
“ 抵制家乐福”事件回顾 4
月 16 日,家乐福集团授权家乐福中国公司发表声明。 4 月 18 日,家乐福高层开始积极与商务部磋商。 4 月 19 日,家乐福官网再度被黑,家乐福官网被迫关闭。 4 月 20 日,法国家乐福集团总裁在法国《星期日报》表态。 4 月 21 日,法国参议院议长等一行人,飞往上海慰问金晶。
11.
4 月 22
日,法国家乐福集团总裁迪朗接受中国媒体采访。 4 月 25 日,家乐福全国范围内取消相关五一促销活动。 4 月 28 日,家乐福员工换上红色“国旗装”,宣称支持奥运 5 月 1 日,家乐福各地门店“平静如常”。 5 月 12 日,家乐福当天第一时间捐助四川地震灾区。 4 月 27 日,家乐福在媒体刊登“祝福北京,支持奥运”广告。
12.
(一)家乐福选择蓝色光标的必要性分析。 蓝色光标属于本土的公关公司,对中国国内市场比较了解,处理这类危机会比较得心应手。 (
二)家乐福选择蓝色光标的可能性分析。 中国公关行业前景广阔 创新优势 客户优势 管理及人才优势 小组看法及评论
13.
家乐福选择蓝色光标说明了什么? 中国的公关事业在在发展,并且在世界上有一 定的影响力。
公关是一个很重要的解决危机的方法。 品牌需要维护,危机需要防范。
14.
15.
16.
17.
18.
19.
20.
总结 对任何一个机构而言,之所以出现公共关系危机,无非是因为其行为损害了公众的利益,从而引发了公众的不满,形象受损,反过来影响了机构的生存与发展。所以无论是政府还是企业,一旦发生公关危机,要想转危为安,首先是要以最大的诚意面对公众,承担责任,对公众表示真诚的道歉,同时尽最大努力赔偿公众的损失。只有这样,才有可能获得公众的原谅。政府重新获得信任,企业能够继续发展。
21.
感谢观赏 传播 1032
班第六小组
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