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编者按: 本栏选编的“许继集团力挽信誉危机的做法”与“三株口服液兵败湖南的教训”两篇文章,前者从“曹博士事件”看企业危机公关的可行性;后者从“常德事件”看企业危机公关的必要性。前者反映许昌继电器集团在处理“曹博士事件”中采取一些不恰当的做法,引起全国关注,一时形成“黑云压城”之势,使企业陷入严重困境之际。企业领导很快清醒过来,及时采取了全方位的危机公关活动,终于背水一战,力挽狂澜,化险为夷,并借机反弹,扩大战果,为企业的发展赢得了新的辉煌。后者三株口服液公司对于“常德事件”中的小小官司掉以轻心,没有及时、果断地采取有效措施,终使千里之堤,溃于蚁穴,让一个涉猎医药、保健品、化妆品、医疗器械和农业科技五大产业的大型企业集团几乎毁于一旦。沉痛的教训告诫我们:当一个企业遭遇突发事件而危及本身生存时,企业领导必须当机立断,及时采取有效的危机公关手段,就会抵御突发灾难,使企业转危为安。
Editor’s note: Selected articles in this column, “XU JI GROUP STRENGTHENING CREDIT CRISIS CRISIS” and “Two Lessons from Three Oral Liquid Soldiers defeated Hunan”, the former examines the corporate crisis from “Dr. Cao’s Incident” The possibility of public relations; the latter from the “Changde incident” to see the need for corporate crisis public relations. The former reflects that Xuchang Relay Group has taken some inappropriate measures in the handling of Dr. Cao’s incident, arousing the concern of the whole country and forming a “black cloud pressure city” temporarily, bringing the enterprise into a serious predicament. Business leaders wake up quickly and promptly adopted a full range of public relations crisis activities, and finally backslide, turn the tide, save the day and take the opportunity to rebound to expand the rally, for the development of enterprises has won new glories. The latter three strains of oral liquid companies for “Changde incident ” in the light of a small lawsuit, did not promptly and decisively to take effective measures to finally make the Thousands of miles embankment, collapse in the nest, so that a covered medicine, health products, cosmetics , Medical equipment and agricultural science and technology five major large-scale enterprise groups almost destroyed. Painful lessons warn us: When an enterprise endangered the accident and endanger their own survival, business leaders must act decisively and promptly to take effective crisis public relations measures, will resist sudden catastrophe, so that the enterprise crisis.