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
Agenda:
9:30-9:35 Opening
9:30-10:35 Recent “315” case review
•Review hot issue and case study in year 2020-2021
• New trends and new features of crisis communication in the age of social media
•Analysis of the new tactics of crisis public relations in the post-wave era
10:35-11:30
•case study (hot topic review)
11:30-15:00 (12:30-13:30 lunch time)
• Crisis communication management and root cause management
•Analysis of the model for judging the severity of the crisis
• How to eliminate the crisis in the early stages?
• How to judge whether to publicly respond to a crisis?
• How did the large-scale accident in the crisis happen in early stage?
• The principle of crisis management: H + 5S principle + case analysis of how to turned crisis into opportunity
• Empathy in crisis management: emotion management + fact management + position management
• How to improve the internal voice of the Communication/Public Relations Department? Simulation exercise.
15:00-15:30 Case review
15:30-17:20 Group practical case exercises (role play, preparation of response letters, etc.)
17:20-17:30 Q&A
课程安排
9:35-10:35
· 近期315复盘
· 2020-2021年危机热点事件盘点
· 外资企业在华危机热点盘点
· 社交媒体时代危机传播的新趋势与新特点
· 后浪时代危机公关新战法解析
10:35-11:30
· 案例分析
11:30-15:00 （12:30-13:30午餐时间）
· 危机的传播管理与根源管理
· 危机的道-法-术
· 判断危机严重程度模型解析
· 如何在早期阶段消灭危机？
· 如何判断是否公开回应一场危机？
· 危机大型车祸现场是如何发生的？
· 危机管理之原则：H+5S原则 + 海底捞是如何转危为机的案例分析
· 危机管理之共情：情绪管理+事实管理+立场管理
· 危机管理之共震：内部外部沟通如何整合？员工/媒体/政府/客户如何联动？利益相关方分析=避免失去重点或沟而不通
· 如何提高传播/公关部的内部话语权？模拟练习
15:00-15:30 案例：万豪酒店地图门事件/美联航事件
15:30-17:20 分组实战案例演练 （角色扮演，模拟内部博弈决策，准备回应函等）
17:20-17:30 QA & Closing
Terms & Conditions:
Events have limited seating so to ensure your attendance we encourage advance online registration and payment for ALL events. We cannot guarantee entry to anyone not registered in advance.
Cancellation Policy:
If you cannot attend an event for which you have registered, please cancel your registration no later than one business day prior to the event. If you fail to notify us of your cancellation in a timely fashion, you will be charged for event costs.
To cancel you can: 1) email: yangzhao@europeanchamber.com.cn, or 2) cancel online if you registered for the event through the website.
