HOME» SEO»How to Deal With Public Relations Disaster?

How to Deal With Public Relations Disaster?

Due to the increasing incidents of "Public Relations (pronounce 'Gong Guan' in Chinese) Disaster" by many firms in 2015, the Hong Kong netizens creatively inverse the term and named it "Guan Gong (refer to Guan Yu from the Three Kingdoms) Disaster" in Chinese. They laughed at it in a joke, 「Please give Guan Gong a break!」 In fact, most of the public relations crisis occurred suddenly and unpredictably. We can't wait until it's too late to plan on the next step. Instead, it's better to prepare for the unforeseen way in advance.

These crises can usually divide into three initial phases. The first stage is the latent stage which only a few people know about it. The second stage is the derivative stage and more people know about it. The third stage is the flooding stage. The issue is wide spreading all over the Internet shortly. We must take appropriate action immediately within this period. If we waited too long, it would be extremely difficult to turn the tide.

A widespread negative example in the recent years should be the video incident from the Manulife HK. The Manulife staff outsourced three video clips called "Going to the space" for their company banquet dinner with only HKD$500-$700 budget. With the issue spread quickly and widely, it became the derivative work ideas for other big firms.

In fact, the Instant Media Monitoring played a very important role during this critical period. It can obtain the negative news and information that may hurt the company reputation as soon as possible before "Guan Gong" (Public Relations Disaster) appeared. For instance, we can search some related keywords online which can help us identify the potential threats and facilitate deployment. There are many high-quality social media monitoring services in the market, such as Wisers, which provides this kind of positive and negative sentiment analysis.

Manulife should acquire related information through these social monitoring services, analyze the data in their own social media platform to investigate the potential factors for this public relations crisis, then get in touch and talk to the people involved to get a deeper understanding. If above appropriate actions were taken by Manulife before the issue escalated, the crisis would not even hit the flooding stage.

However, Manulife didn』t realize the serious consequences of the issue and did not proceed with early monitoring, analysis and action. Therefore, the issue went beyond their control and damage their brand image in certain extent. This issue proved that the instant media monitoring is extremely important in preventive measures.

In fact, the path to successfully resolving the public relations crisis is to respond as fast as possible, everything else can be a minor factor. Fast, high transparency, honesty and constructive are the most important public relations skills we need to learn when dealing with crisis.


#Wisers#Social Media


How to manage brand reputation online effectively

In the previous article, we discussed the importance of Social Media Monitoring. Let s continue with...

Hong Kong businesses are optimistic about the future, according to Hong Kong Brand Development Council’s latest survey

In June, the Hong Kong Brand Development Council (the BDC) conducted a survey under the banner of “H...

Boost your Marketing ROI with our Free Customer Journey Audit

Since the pandemic, many customers have switched to online shopping. Are your digital marketing stra...

Merry Christmas! YouFind Early Bird Discount Offer

Merry Christmas and we wish you all the best this coming holiday! This might be the busiest time of ...


【YouFind Recap | Like 定 嬲嬲?利用大數據分析,令品牌轉危為機!】

多謝大家踴躍支持!今次YouFind x SocialMind嘅免費講座吸引到好多PR同企業傳訊嘅業內人士出席,相信大家都更了解Social Listening(社媒聆聽)嘅重要性,幫品牌防範公關災難於未然,更精準同有策略去配合推廣。再次感謝出席參與嘅每一位,希望大家活用Listening、Refl...

【YouFind 日常 | YouFind Team Building X Annual Dinner 2019】

快樂不知時日過,話咁快又一年啦!上星期五又舉行咗 #YouFinders 嘅年度盛事 — YouFind Team Building X Annual Dinner 2019!隨住公司嘅「昇華」,各部門之間都需要更多溝通同接觸嘅機會,於是老闆今年再次邀請咗專業導師團隊精心設計Team Buildin...

【YouFind 日常 | #YouFinders 的快樂聖誕】

【YouFind 日常 | #YouFinders 的快樂聖誕】#MerryChristmas! 話咁快又一年,憑住大家嘅努力,搬office後嘅第二個聖誕party已經人強馬壯、迫爆You Cafe,睇嚟好快又要搵新office啦??!交換完聖誕禮物、品嚐過聖誕到會、大玩Group game,當然...

【YouFind Recap | 「FB or IG?」免費講座】

多謝大家嘅支持!再一次嘅座無虛席,證明除咗search之外,Social media亦係另一個商家必爭之地。相信大家聽完我哋嘅案例分享,都會更了解FB同IG各自嘅特點,而對於品牌選擇FB定IG平台亦會有更深入嘅想法。唔想錯過我哋更多精彩嘅seminar?記得Like實我哋FB,緊貼Digital市場...