subject: Beauty: Silence Is Not The U.s.? America's Public Relations Strategy For The Mistake [print this page] 2008 7 10, "Jiangsu Business News", "Yangcheng Evening News" and published called "comprehensive than the U.S.
Galanz
"The report said, as of June 2008, the PRC, market research firm's monitoring data show that the first half of this year
U.S. microwave
The actual volume of nearly 300 million units out of the market share for 10 consecutive months, more than 40%, the strong rise in the United States, while Galanz is losing ground, beautiful beyond Galanz the industry first.
Reported a Galanz immediately to the media that the instigation of dealers from the United States
Home Appliances
Store a large number of "buy back" their products to create the illusion of the market share of high and has acquired a number of the United States of "fake" evidence, would choose to announce at the appropriate time, the media, the United States then began the "Back Share door "scandal coverage.
The face of public pressure and Glanz's closing in, the United States's repeated silence, the only beauty
Microwave ovens
Planning Division Director Yang Xing Bing responded briefly, from the current sales system point of view, there is no false motives and conditions. However, this excuse is not persuasive. So far, the war of words with Galanz, the beauty in a passive position, losing ground.
Incidents continue to escalate
7 14, the related reports for the U.S. to provide "data to prove that" the market research company in Yee-cheung, vice-chairman Lee Ki-accept "Beijing Daily" interview that the first half of this year, survey data do not microwave release, the United States of how to the first 6 months of statistical data? Thus beauty is a lie.
Major home appliances website quickly launched the integrity of the U.S. debate, the tide of public opinion in coming to the United States, is beautiful once again chose to remain silent does not seem to feel the crisis coming.
And beauty products on the 7,8 explosion two months of avoidance-style crisis management approach?? Explosion and companies related to the product may be due to consumers caused by improper use of the re-aroused strong indignation of consumers, the United States brand image of the greatly reduced. According to financial website survey of the explosion, more than 2,000 users participating in the survey, 43.72 percent of the users that the product defect and the United States, to conduct a serious investigation of beauty. America's brand image into a shirk responsibility, sophistry non-business.
At the cusp of the United States, and did not send these negative news related to the spokesman position, it seems not aware of a series of negative reports have the brand image of the United States have serious implications.
As "Successful Marketing" magazine reporter called the United States in the microwave oven business unit requires the data to conduct interviews with suspected fraud, the United States in the microwave for convenient refuse all relevant interview. The August 8 to August 25 the group for the U.S. holiday period, all calls to computer help desk, group public relations can not be contacted.
There are significant problems
PR strategy
Domestic observers in the acceptance of digital appliances, "Successful Marketing" have expressed an interview with the U.S. performance in the series of events reflects the U.S. strategy in public relations and crisis management capabilities, there are significant loopholes, to the subordinate from the Group Division should review its public relations strategy.
1. PR "hype" tactics inappropriate
Before, there was the media that the United States beyond the Galanz comprehensive coverage of the U.S. microwave business unit e-mail sent to the first through the hands of big media, in August, according to "21st Century Business Herald" Guangzhou Ministry of Economic Affairs disclosed to the media before the Guangzhou part of the media did receive a comprehensive beauty beyond Glanz sent relevant messages, but only the "Yangcheng Evening News" was published, and page charges are spent advertising. Then press call, "Yangcheng Evening News" interview with Director of Economic Affairs, confirmed that this is the beauty of each other to spend money to buy the soft, we reporters would not write such an article. United States of such practices came to light by the media, so public opinion fueled.
Beauty: Silence Is Not The U.s.? America's Public Relations Strategy For The Mistake
