The “collapsed house” and “accidental injury” of starch sausage
The 3.15 this year made the starch sausage “collapse” beyond recognition.
The point of “collapse” lies in “Some starch sausages use chicken bone mud instead of chicken, in order to charge“, Bone mud merchant also said”Bone mud is not recommended to eat“In the case of public opinion, the products of starch sausage manufacturers are slow, and news topics such as” the chairman live broadcast starch sausage “and” the elderly sell stalls selling starch sausages without asking “and other news topics continued to swipe the screen.
However, after the incident was fermented for a day or two, the “starch sausage incident” ushered in the reversal of the “wind”.
First of all, the rational discussion on “starch sausage is not illegal”. Subsequently, food health experts, popular science V, and media people from “industry standards”, “chicken bone mud science” and “nutritional value” are created.In -depth content eliminates “misunderstanding”.Volkswagen also regains confidence in starch sausage, from resisting, attacking starch sausages, to pouring into a live broadcast room of a starch sausage brand, and the daily sales of the brand rose more than 10 times.”It has not collapsed”, spontaneously protects the starch sausage.
The scale and thorough reversal before and after the starch and intestinal incident allowed practitioners to experience a wave of roller coasters in their hearts, and also gave food public relations a good lesson.
Break the information cocoon room in the era
The food industry is a natural “big market, small brand” industry.
Everyone has catering demand, but this industry is extremely scattered.A spicy strip alone blooms all over the country. There are different names. Different areas, provinces, and even urban areas, there are corresponding local leading brands;%, The proportion of other head milk tea brands is only one percent.If the dining chain data data is compared horizontally, the chain rate of the Chinese market is about 19%, while the US market is about 60%.
This can be seen,Differential and players have a lot of food industry, and the probability of food health is not low.Especially for Tongxin Food Circuit Brands, it is difficult for other brands to do it.EssenceJust like this time the starch sausage incident, some brands or three -free products may hurt consumers’ rights, but the consequences are the entire starch sausage industry, plusChinese people have low patience on food safety issues and high anger valueThese factors increase the difficulty of food brand public relations.
In addition to the attributes of the food industry, I can also clearly feel “Algorithm recommendation+slip screen browsing“Undested the environment of public opinion.
Because the core of the “algorithm recommendation” is in the “flow pool”, that is, the content will enter a larger flow pool after a small traffic pool proves that it is related to the note, and so on.For many self -media marketing numbers,Only when you cater to emotions to get traffic, you must have a “explosion point” at the beginning. The stronger the emotion, the better the traffic effect, and then the content enters the larger flow poolEssenceFor the food industry, the “food safety problem” is a natural flow pool. After related negative public opinion, whether it is the food industry or brand behavior and decision -making, it will be rapidly enlarged.
For the public who pays attention to the incident, in the process of gliding screen browsing, it is continuously “feeding” related content, and there is no need to take the initiative to retrieve information as before, which increases the difficulty of “food brand sound is heard”.
Therefore, the “algorithm recommendation+slip screen browsing” improves information efficiency, but it also exacerbates the content values of “traffic, that is, justice”, bringing emotional first, selective exposure and confirmation of error:
· Emotion is first -the truth is not important, and strong emotions are the most important;
· Selective exposure -people tend to selectively contact and process information, and be more willing to pay attention and share information that consistent with their views;
· Confirm errors -people tend to find, explain and memory information to confirm their preconceived opinions.
The key to how to deal with the public opinion environment faced by food brands is to establish“Mutually beneficial” public relations thinkingThis includes emotional rationality, rational public opinion guidance and long -term relationships.
· Emotional represents traffic, understand its rationality
The concept of “mutually beneficial public relations” comes from the classic book “How to deal with the public’s anger?””, Its first principle is to acknowledge the” reasonableness of emotion. “Back to the starch and intestinal incident, the problem of food safety is related to everyone, and it is also the social incident with the greatest response of 315 years over the years.
When a person who is “sensible” for starch sausage knowledge, when he sees information such as “using chicken bone mud instead of chicken, good charging, higher and higher fat content, no special national standard”, the first reaction is to the product for the productThe degree of trust decreased sharply.Food brand public relationsIt is necessary to understand the rationality of the public’s emotions in order to avoid falling into opposition.
As the author said in the book, “Wearing the shoes of others for one kilometer can understand what the fundamental interests of others are”, for the food brand crisis public relations, if you cannot understand the needs and attention of the other party, the only position of the public is that the public’s position is that the public’s position isFor the enemy.Just as 315 revealed that a US digital brand after -sales service was suspected of “dual standards”, the brand argued on the matter for themselves, but the public was concerned about the brand’s arrogance.In the end, the crisis public relations apologized with the brand CEO before they could end.
· Eliminate the sound of “accidental injury” and get involved in the wind direction of public opinion as soon as possible
Compared to the first time, we think “The establishment of the first cognition“More important.
As mentioned earlier, the food brand represented by starch sausages is scattered and the pattern is a typical “large market and small brands”. When facing negative industry -level public opinion,More food brands, industry associations, authoritative media, etc.When public opinion did not fully spread, the correct cognition was passed.Because once the masses have a negative cognition, this will cause a great blow to the entire category.For example, the “blood swallow incident” of that year has dormant bird’s nest category for ten years.
Of course, for different public relations events, food brands need to choose the right public relations strategy.First of all, no matter whether it is wrong, the brand public relations must “empathize for first+advocate action”. First acknowledge the public emotions, express understanding and identification, and then advocate action to invite everyone/relevant party to supervise or participate.”Starch and intestinal standards” have become the industry consensus; in the case of “it is wrong”, the brand must “correct attitude+clarify the price”.
· Focusing on the establishment of long -term relationships, it continues to maintain positive “sense of existence”
Different from the marketing perspective, the main focus of the core TA (target customer group), and more than 90%of the concerns of any major public relations incident are “passers -by”.They have no clear cognition and concepts of you.therefore,This requires the dailyization of food brands to “inside” and “external” continuously transmitting and establishing the positive image of the brand.
In the “Internal”, food brands need to optimize corporate management specifications, public opinion management mechanisms and early warnings, and clarify the correct values of the enterprise, because values will guide the company’s decisions and employees’ behavior;It is necessary to continue to maintain the relationship between “related parties”, affect and improve the public attitude.
For example, after the milk tea brand that is good at playing Social and playing stalks-Mi Xue Bingcheng was exposed to hygiene problems, the public seemed very “generous”, and said that “can open one eye and close one eye, just change it.” This is also honey.Snowbing City continues to create positive cognition on social platforms such as Weibo.
Food brand public relations persons are not “captains of fire”, and often they need to actively create.For example, the sauerkraut incident was exposed in the previous year, and the active vocalization of Tai Dieris, while cutting with the enterprises involved, also affected the public attitude and added points to the brand image.For food brands, once problems such as raw materials and other issues are exposed, any food brand that uses this raw material is difficult to be alone. This requires more active and sustainable long -term consciousness.
Find the correct vocal field to form a summary of brand advantages
When negative public opinion swept coming, “what to say” is as important as “where is”.
In the face of crisis public relations, the public relations response of the food brand is extremely psychological.This thing may be done well, but if you do n’t do well, this brand, and even the subdivine category may collapse.
After clarifying the mutually beneficial public relations awareness of “understanding emotions”, “first cognition” and “long -term relationships”, food brand public relations persons need to implement the question of “where to respond/establish long -term relationships” and “what to respond”.Because the public relations of the food brand cannot stay at the emotional level, we must enter the factual level.Thoroughly allowed consumers to be able to survive the crisis.
How to define the correct vocal field of the brand?I think one of them,The possibility of active and efficient impact on public opinion; Second,Have the ability to return to centralizationThe more in the decentralized media environment, the more the brand needs to return to the ability of “centralization”.With the correct sound field, the food brand can clearly respond to content and strategy.
How to achieve “reasonable”?The key isLien influential authoritative media/big V, professional and industry associations and other voices, let rational discussions penetrate intoEssenceJust as in the starch and intestinal incident, the popular science content followed up quickly, intervened and reversed the wind direction of public opinion, and then brought the reversal of public emotions, and brought opportunities to the standardized development of the starch intestine industry.This incident also allowed the outside world to see again that the positive guidance value of a large number of scholars and experts, big V, and industry authoritative persons on Weibo, as well as space where they were led by the brand.
Secondly,Response in a efficient and accurate way to improve the transmission efficiencyEssenceNo matter how many hours of gold, the graphic is always the fastest and most direct way of response, and the short video may be clever.Before that, a Chinese fast -food founder faced negative public opinion before listing, and chose to recording video to respond, but this was too testing the expression skills and content, and it may even be mixed with the temporary performance of the founder, causing more uncertainty.
For example, Tsingtao Beer, which was made up of the “Qingdao Brewery Third Incident”, did not use the pretext of “external workers” as an excuse, but “apologized+reflection+rectification”.Get public understanding and avoid forming more opposite relationships.This graphic response method is simple and clear, and it is easier to spread in the future. Tsingtao Beer has also restored some goodwill losses.
In addition to the content form, the choice of distribution form also affects the effect of public relations response.At the moment of the “algorithm recommendation+slip screen viewing”, the content of content consumption is extremely rich and the efficiency is extremely rich. The emotional experience determines the exposure advantage of the content.Because of this, the rational depth content of food brands and authoritative experts, and the big V of the field is difficult to penetrate into it.
Social distribution forms that focus on social interaction and credibility can promote the spread and discussion of deep high -quality content.Compared with daily communication, the crisis of crisis of food brands requires active intervention and intervention. Social distribution forms and professional authoritative content ecology must be grasped and cannot be absent.
Moreover, unlike the “decreasing sound volume” of traditional funnel transmission,In the process of spreading social distribution, the volume of public opinion continuously in the process of spreading, can quickly and large -scale establishment of the brand’s advantage in awarenessEssenceConversely, ignoring social distribution forms may have the reputation of the brand, causing irreversible negative effects.
at last,The brand must return to the vocal value of the “central field”, organize the creation of a rational discussion atmosphere, and then give food brands more room for response.
The hot search list is undoubtedly the “central field” in public opinion, and it gathers the incident discussion.In addition to public opinion monitoring services, food brand public relations people brush more content and interaction of messages, and can more sensible understanding of public opinion.Relatively speaking, slippery screen browsing can easily cause public relations decision makers.at the same timeWith the help of the hot search list, the information of the relevant parties and the media of the public relations and the media of the media can better form an atmosphere of “let the parties finish” and continue to form a rational discussion atmosphere.
This also helps food brands to affect topic keywords.The sound of food brands can act on the “qualitative” of keywords to a certain extent.For example, in this starch sausage incident, the hottest hot search topic is “starch intestine collapse” instead of “starch sausage is harmful to the human body.”Although both reflect the direction of public opinion incidents, the public’s perception is different.
Of course, different segmentation of the food industry and different nature of public relations events have different response methods and content.The degree of information disclosure and the scope of the responsibility commitment need to grasp the scale, to correct the attitude, but do not excessively promise. If it is contradictory before and after, it is not conducive to trust.
Pay penetrating the cognitive network, let the thinking return to rationality
Usually a small explosion, a major explosion in 3.15, as if it became the “fate” of the public relations of the food brand, not only had to pray that it was okay, but also prayed for suppliers and peers.
But if prayer is useful, there is no public relations.
Each year, the food industry will experience the pain of public opinion, but many food brands have emerged. They have begun to have the initiative to intervene and intervene in the direction of public opinion.With Haidilao and other brands.
But not every food brand can stand on the industry head and bring its own attention.More food brands will be passive in public opinion, which increasingly requires the brand’s ability to “organize the bureau” on social platforms such as Weibo, that is, to form more authoritative media, industry associations and organizations, “matrix sounds”, andIt is not simply relying on “smashing advertisements”, nor is it “stone wall strategy” (thinking that forbearance has passed). When things are qualitative, come out and speak out.
Especially as the content environment tends to “keyword spread”, the hot search topic of several words is enough to qualitative things.And because the amount of information of keywords is small, the memory point is very deep. If the brand is correct after the public opinion is fermented, the brand needs to correct the high cost, and it is not necessarily useful.
In normal times, food brand public relations are a long -termist thing, daily accumulated “passers -by” and media resources, and experience processes of public opinion management.Worried, this is nothing. “
