Social media age, potential crisis is everywhere, customer complains, safety issues, environmental issues, labor issues, product recall and so on. Companies with an increasingly fierce media landscape changes and an army of self-media eager to express their opinions via wechat and Weibo, that may lead to a reputation crisis and its effects on their brand and even businesses. This is especially true in the digital world, where a new crisis management strategy is a must-have.
社交媒体时代,危机无处不在。客户投诉,安全问题,环境问题,劳工问题,产品召回等等。今天中国有超过300万的自媒体,大量的自媒体通过微信和微博表达自己的观点,如今,越来越多的企业担心声誉危机对自身品牌乃至企业发展的影响。在数字化时代尤其如此,有效的品牌危机预警与应对管理战略势在必行。
课程大纲:Course outline
9:00-9:10 Opening
9:10-9:40 Emergency simulation
9:40-10:20 Case review PDD &Tesla's
10:20-11:00 The new trend of crisis communication in the era of social media + Enterprise external strategy analysis
11:00-11:10 break
11:10-11:30 Case analysis
11:30-12:00 Crisis communication management + prevention
12:00-13:00 Lunch break
13:00-14:50 7 protections of systematic crisis management
14:50-15:40 Media reception + Media relationship management
15:40-15:50 break
15:50-16:40 Case analysis and group simulation practice (grouping)
16:40-17:00 Q&A +Closing
9:00-9:10 开场介绍 Opening
9:10-9:40 突发事件模拟+点评与分析讨论
9:40-10:20 案例复盘:拼多多员工猝死门是如何演变为大型车祸场?
案例复盘:特斯拉2020年的最后一场危机
10:20-11:00 社交媒体时代危机传播新趋势+外部企业战法梳理
•危机公关的定义
•社交媒体时代媒体环境的变化:七大新趋势
•社交媒体时代,企业危机战法汇总与梳理
•站在品牌声誉的高度管理危机
11:10-11:10 茶歇
11:10-11:30 危机案例分析:外部经典危机事件分析成功与失败案例分
11:30-12:00 危机管理是什么?
•危机传播管理
•危机根源管理+预防
危机背后的推手有哪些?
危机发展的几个阶段,早期消灭危机的重要性
如何判断危机严重程度?
12:00-13:00 午餐
13:00-14:50 如何从0到1建立企业的危机预警管理体系
•如何建立系统化专业化危机管理体系?
•体系化危机管理的7道防护
如何开展危机沟通
•危机应急处置的流程与步骤
•危机回应原则H+5S
•危机的黄金三小时+黄金三线管理
•危机时期的利益相关方分析+练习
•危机中的对内和对外传播如何协调共振+练习
•案例分析
14:50-15:40 媒体接待+媒体关系管理
危机回应函的写作与媒体QA(练习与点评)
发言的DO与DON’T
危机中如何提高内部博弈的话语权?(模拟)
如何提高公司领导的危机意识和危机决策力?
15:40-15:50 茶歇
15:50-16:40 案例分析与分组模拟练习(分组)
-角色扮演、决策讨论,决策制定
-准备回应函
-模拟媒体采访或新闻发布会
-点评
16:40-17:00 问答QA+总结Closing
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