Introduction: Wang Shi, a well-known name in China real estate industry, is the leader who makes Vanke the absolute first brand in China real estate industry. The following is a crisis management case I brought to you, hoping to help you.

Wang Shi's four major mistakes, what should you learn from Ma Yun?

Wang Shi, a household name in China's real estate industry, a leader who made Vanke the absolute first brand in China's real estate industry, a public relations case regarded as a CEO marketing classic by the marketing community, and a person who created countless business miracles and a perfect personal brand.

Ma Yun, the father of e-commerce in China, has created a miracle in the IT field in China. An ugly person started an e-commerce festival, a? Show? Genius, a person who makes China's e-commerce occupy a place in the world and travels around the world to see the game capital of Internet of Things giant companies.

Wenchuan earthquake, so that the names of two people have been concerned again, has been repeatedly discussed. Both names are pushed to the cliff of condemnation because of the social responsibility of well-known enterprises and the human morality of public figures. The difference is that Ma Yun came back with his Alibaba, while Wang Shi was pushed into the abyss with his Vanke. Quote a netizen's evaluation of Wang Shi:? Wang Shi conquered the highest mountain in the world, but he couldn't cross a grave in Wenchuan? .

What caused the masses to criticize Wang Shi so strongly? What made the image created by Wang Shi's painstaking efforts collapse instantly? What made Ma Yun turn the corner and was even praised by public opinion? What happened to Wang Shi? What should Wang Shi learn from Ma Yun?

A well-known event background: 5 12 Wenchuan earthquake.

An unprecedented media mobilization: all TV, newspapers, radio and online media only reported the Wenchuan earthquake in almost all pages, and it has not stopped since 5 12.

Never once did 5 12 make China1300 million people only see, care about and talk about one issue at the same time. The hearts of 65.438+0.3 billion people are United in this catastrophe, and people are doing their best to contribute to the people in the disaster area. Donation is the best way for people to express their concern and sorrow for the disaster area. Corporate donations were highlighted by the media, and various donation ceremonies, large and small, were infinitely magnified and reported repeatedly. It is undeniable that public opinion orientation has established a certain relationship between the amount of corporate donations and the amount of corporate social responsibility.

Naturally, after ordinary people contributed their meager strength, everyone turned their attention to large enterprises and entrepreneurs with strong assets. In many people's minds, what is their donation? Should you? . And when the upper limit of the donation amount is constantly refreshed, corporate donations are formed in people's subconscious? Compare? The amount of donations from large enterprises and entrepreneurs. It should be? Otherwise, what is great is the lack of social responsibility and the decline of humanitarian spirit. Who are they when their donation is less than a small business or individual? Should? Crushed and abused.

One of Wang Shi's mistakes: he didn't recognize the situation clearly, and he lost all the time and place.

Wang Shi's rationality may be right. What about Wang Shi's? Should enterprises undertake charity? 、? Charity doesn't happen overnight? 、? Isn't charity shouted out through the loudspeaker? The concept of equality may be right, but it is out of date.

Wang Shi mentioned the tsunami and snowstorm in early 2008, but none of them can be compared with the Wenchuan earthquake. There is no disaster like Wenchuan earthquake? Attach great importance to it? All TV stations are CCTV- 1, and the headlines of all newspapers and websites are? Earthquake relief? . When 654.38+03 billion people are in high spirits, Wang Shi wants to use his own? Rational? Remind enthusiastic people that he is wrong and persuade them to accept his theory.

Wang Shi's second mistake: the attitude when dealing with the crisis at first.

Wang Shi's remarks were first published on Wang Shi's personal blog. As a public figure, his blog is his communication platform. When Wang Shi's? Is it appropriate for Vanke to donate 200W? And then what? Maximum donation of Vanke employees 10 yuan? When these remarks broke out, Wang Shi's first reaction was to intensify contradictions and escalate the incident.

When the netizen's mood just became angry, Wang Shi took radical measures, constantly quoted the netizens' doubts and abuse, and confronted them with the same tough language. Wang Shi still wants to persuade netizens to accept his theory, which may be correct. But such an attitude will only make the already indignant netizens even more angry.

Wang Shi's third mistake: he didn't immediately clarify the facts.

In fact, what netizens want is very simple, which is not difficult for Wang Shi to achieve. But maybe because? Face? Maybe Lao Wang is true, but Wang Shi has always insisted on him? Rational theory? Continue to take a tough attitude instead of clarifying the facts.

In fact, what Wang Shi and Vanke did for 5 12 is not known to the public. 2 million? And then what? 10 yuan ceiling? So simple.

Vanke people: the employee's donation is not less than 100 yuan.

Yesterday, an employee of Vanke told China Business News that due to comments made by Wang Shi, chairman of the company, he said? In Vanke's fundraising activities for charity within the group, there is a hint: the donations of ordinary employees are limited to 10 yuan at a time, which means charity should not be a burden? After that, he thought? Hard to accept? .

? We have been very sad recently. ? Above? Vanke people? It is said that Wang Shi's remarks triggered social doubts about the whole Vanke company and even the Vanke team. And then what? I really went to our donation box, and there were no bills under 100 yuan. There were only two bills 10 yuan, because an employee emptied all the money in his wallet and donated 1020 yuan. Another employee of Shenzhen headquarters donated all the money in his wallet on the first day of donation, and paid 500 yuan the next day. ? The employees of a branch of Vanke are very helpless. Although young employees enthusiastically support disaster relief in their own way, social doubts are still inevitable.

In many branches of Vanke, except for the management, the voluntary contributions of ordinary employees of Vanke exceeded those of 500 yuan, ranging from nearly 10,000 yuan. According to the branches, the employees have not received any information from the company? 10 yuan ceiling? According to yesterday's statistics, only more than 200 ordinary employees of Shenzhen Branch donated 6.5438+0.9 million yuan, with a per capita donation of about 1000 yuan. Yesterday, the company's rough data showed that the per capita donation was around 500 yuan.

? We're not sure. What did the chairman say? 10 yuan? The original intention, but this is just a suggestion, not a restriction. ? Vanke employees.

But none of these were reported or even refused to report. The contribution of all Vanke people to 5 12 was drowned in the personal condemnation of Wang Shi.

Wang Shi's fourth mistake: he didn't get the right to express his words completely.

If Wang Shi is confident that the theory he insists on is correct, if Wang Shi believes that this is the time when the public needs it more? Rational? , not? Digital comparison? . As a public figure, Wang Shi chose the wrong way to express his words.

Most of Wang Shi's remarks were published through unofficial and informal channels and through his blog. Even if the click rate is high, his blog is still insignificant in front of the majority of netizens. Three cents per acre? , with his strong personal color.

In dealing with crisis public relations, it is very important to have a complete discourse expression. The correct position, the correct reality, the correct attitude, the correct words and a certain amount of promotion can ensure the complete dissemination of information. In this case, Wang Shi always puts the favorable voice at a disadvantage, and all the official media reports are mostly directed at him.

Even if Wang Shi's theory is correct, he has no chance to face and tell public opinion. Throwing eggs at the stone, Wang Shi was all wet. Look at Ma Yun again.

Crisis broke out: Ma Yun threw it when he was speaking in public? One yuan is enough? The speech was distorted by a reporter? Ma Yun only donated one yuan? It was reported by Xinhua News Agency, which instantly caused great reaction and fierce condemnation from netizens. Many forums and posts about Ma Yun's move are on the home page.

Ma Yun's handling:

1. The first time to refute rumors

Almost on the night of the incident, Alibaba issued an official statement, proving that this statement is purely a rumor. And widely distributed on the Internet.

2. High-profile action, low-key communication conforms to the people's hearts and creates a good image.

Almost at the same time, Alibaba Group announced that it decided to invest another 25 million yuan as a special fund for post-disaster reconstruction to help the disaster area recover. The fund will be remitted to the earthquake-stricken areas one after another according to the post-disaster reconstruction. Alibaba Group also announced its establishment? Ali Reconstruction Working Group? The group was headed by Ma Yun, Chairman of the Board of Directors of Alibaba Group, and Peng Lei, CPO, served as the executive deputy head of the group. Employees volunteered to participate. Alibaba said that the Group will formulate the work direction and specific action plan in a pragmatic and lasting way, and be responsible for all follow-up and communication with volunteer employees during the implementation process.

And for the spread of this matter, Ma Yun used it wisely? The way of communication from the media is through netizens and word of mouth. It avoids being accused, right? Forced to do nothing? Avoiding it again? Show? Accusation. ? Do good deeds without leaving a name? The glory of Ma Yun.

3. Don't repeat? One yuan? Change one's point of view

Perhaps Ma Yun and Wang Shi wanted to express the same view, but Ma Yun wisely chose not to insist at this time. But let the masses see Alibaba in action first. The matter of educating the people was put in the second step by Ma Yun. As a public figure, it is very important to conform to the people's hearts.

A possible crisis was easily resolved by Ma Yun within 12 hours. And Ma Yun was also killed after one night. Scum? Became? Models? . On the other hand, Wang Shi, perhaps Vanke is about to face more than a simple netizen crusade. Vanke's hard-earned brand image and Wang Shi's hard-earned public image, together with Wenchuan, collapsed instantly.

Wang Shi, maybe you really should learn from Ma Yun. We should not only do business, but also learn how to deal with the crisis. We must learn that the road to brand building can't be smooth sailing, learn to be flexible, and learn what has been criticized by countless people? Show? Law.

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