Social media age, potential crisis is everywhere, customer complaints, 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
2020-2021 crisis overview & TOP 5 crisis burst points 2020-2021 近期危机的5大爆点分析
• Top1: labour issues/employee enclosure 员工爆料
• TOP2: Improper speech 不当发言
• TOP3: compliance issues 合规（新广告法等）
• TOP4: “Xinjiang Cotton” 新疆棉事件/地缘政治的影响
• TOP5:competitor attack 竞品互撕
The external environment overview/new trend: What has changed for foreign enterprise? 外资企业的外部环境发生哪些变化
• The new risks & opportunities:
include compliance issues/new Ads law/environmental issues, etc. 机遇与挑战
• Case study: Company supply Chain Management with environmental issues 企业供应链环保事件复盘
• Case study: Shanghai Auto Expo case study 上海车展事件
• Case study: a crisis made OSI out of China market 一场终结福喜中国的危机
• Case study: 11.11 false promotion
• Case study: Computer company
Social media age, what has changed & unchanged for crisis communications? 社交媒体时代危机传播的变与不变
Top 7 common mistakes in handling crisis: what we can learn from them? 7大常见危机应对错误
What we should do before crisis? 危机的预防
• 360 degree potential risks self assessment/classification 360度危机 风险图谱扫描
• Pre plan to avoid crisis to happen 危机预案的制定
In crisis: How to handle a crisis properly? 危机中：如何在早期预警并及时灭火？
• Key stake holder analysis and communications plan 危机中的利益相关方分析
• Should we response or not? 回应还是不回应---这是个问题
• Crisis communications principle: H+5S principle 危机应对的H+5S原则解读
• XXX Hotpot company use H+5S principle to turn around a serious crisis? 案例分析：海底捞是如何用H+5S原则逆转的？
• Crisis management: 3 Lines Management 三线管理原则（情绪+事实+立场措施）
• Case studies: how they failed 近期失败案例分析与解读
• How to integrate internal & external comms in crisis? 危机中的内外部沟通整合
• DO & Don’t
What we should do after a crisis? 危机后的复盘和声誉修复
Group assignment: case study, role play + mock media interview + review 实战案例演练+角色扮演+复盘分析
• Labor issues 员工爆料/纠纷
• Environmental issues 环保事件/社区纠纷
• Safety issues 安全事故
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.
Disclaimer 免责声明
Participants must maintain proper social distancing norms and abide by the Shanghai Municipal Government’s Epidemic Prevention and Control Rules (eg. wearing masks and so on). If you do not follow the relevant regulations, the European Union Chamber of Commerce in China assumes no responsibility for any of your physical discomfort caused during and after the event. Thank you for your cooperation.
参与活动时，参会人应与他人保持适当距离（防疫考虑）并遵守上海市政府颁布的疫情预防控制要求（例如佩戴口罩等）。如您违反要求，中国欧盟商会将对您在活动中或活动后的任何身体不适，不承担任何责任。感谢您的理解与配合。
Please notice that the European Union Chamber of Commerce in China (as the host of the event) might take photographs from the event and post these on its public webpage (or social media platforms) in order to create awareness of these events. By attending this event you consent to the European Union Chamber of Commerce in China taking and using such photographs as described above.
