Chapter 301 Male Public Relations
Su Yunwei naturally rolled her eyes when she heard Lu Yiming calling her aunt so naturally. However, at this critical moment, Su Yunwei did not bother with Lu Yiming about these minor issues of address. Instead, she said to Su Yunjin very seriously, "Sister, Lu Yiming is right. As the saying goes, a gold cup or a silver cup is not as good as the reputation of the people. If Shi Jinji's reputation is ruined, then any product launched by our Shi Jinji will be boycotted. At that time, the company will have a hard time and bankruptcy is inevitable."
Seeing that they were talking more seriously than each other, Su Yunjin's expression changed: "No way?"
She has always felt that the innocent will be cleared, and the facts are not at all what Xu Fuji said. Even if Xu Fuji spread rumors, it is inevitable that "rumors will stop at the wise", which is the essence of traditional culture.
But now, no matter whether it is Lu Yiming or Su Yunwei, each one speaks more seriously than the other.
Su Yunwei sighed, "I've seen a lot of this kind of thing on Wall Street. Many companies don't take it seriously when they are slandered and defamed, and only think about crisis public relations when the problem is serious. However, by then, the company's image has already plummeted, and even crisis public relations can't save the image. The final outcome is bankruptcy. How does the saying go? A thousand-mile dam is destroyed by an ant hole."
Not to mention a "newcomer" in the business world like Su Yunjin, even Shi Caijiang, a "veteran" with a long history in the business world, frowned when he heard this.
Because the term public relations crisis is still too unfamiliar in China at present.
After all, the domestic business world is still in chaos and disarray, and there has not been enough time to develop a complete business theory and management system.
The grassroots heroes who stand out from the competition all rely on their courage to fight and find the right opportunity, which is opportunism. When they do business, they do not have a complete theoretical system, let alone any ideological guidance, and they rely entirely on blind guessing.
Therefore, many successful businessmen are often obsessed with Feng Shui. It is not that they are stupid, but that they themselves do not know how they became successful, so they can only attribute it to "fate."
Now that something has happened, Shi Caijiang's first subconscious thought is to find a master to calculate for him how to get through this disaster safely.
He had no idea what crisis public relations was.
Neither Shi Caijiang nor Su Yunjin knew what was happening on Wall Street. However, a similar incident happened in the inland area .
Lu Yiming said, "Uncle, aunt, let's not talk about Wall Street for now. Have you heard of Sanzhu Group? In March of this year, there was a case called the Changde Incident, and the first instance judgement ruled that Sanzhu Group lost the case."
Shi Caijiang was quite sad about this: "I have seen this case before, and later I also followed their progress. In just three years from 1994 to 1996, Sanzhu's sales increased from more than 100 million to 8 billion yuan; from a registered capital of 300,000 yuan at the end of 1993 to a company net asset of 4.8 billion yuan at the end of 1997. Sanzhu has registered more than 600 subsidiaries in all major cities, provincial capitals and most prefecture-level cities across the country, and has 2,000 offices in counties, townships and towns, and has absorbed 150,000 sales staff. The rapidly rising Sanzhu not only reached the peak of its own development, but also created a record in the history of the health care products industry. Its annual sales of 8 billion yuan are simply unmatched. However, it declined in the blink of an eye."
In June 1996, a citizen named Chen Boshun bought ten bottles of Sanzhu oral liquid. After taking it, he developed an allergic reaction to high protein and died two months later.
The following year, his son Chen Ranzhi sued Sanzhu Pharmaceuticals, demanding compensation for economic and mental damages totaling 3 million yuan. On March 31, 1998, the local court ruled that Sanzhu Group lost the case and ordered Sanzhu Pharmaceuticals to pay 298,000 yuan in compensation to the relatives of the deceased and confiscate Sanzhu's illegal income of 10 million yuan.
After the first trial, many news media reported extensively and conducted in-depth analysis and discussion on Sanzhu and its management mechanism. The case was a hot topic and rumors were rife. Distributors and consumers returned products for compensation, and the sales of Sanzhu oral liquid and its series of products were paralyzed .
In May 1998, just one month after Sanzhu Group lost the lawsuit, news of the company's filing for bankruptcy protection quickly spread.
As Lu Yiming continued to talk, Su Yunjin became more and more nervous. Sanzhu, a company as big as this, couldn't withstand the public's criticism, so wouldn't Shijinji, a small company, be even more vulnerable?
He had just taken over Shi Jin Ji, and it went bankrupt. How would outsiders see it? How would the Su family see it? How would Shi Caijiang see it?
Shi Caijiang said, "Xiao Ming, although the Sanzhu example is very illustrative, the Sanzhu Group had problems because people died from drinking Sanzhu oral liquid. Our Shijinji products are all safe and have never killed anyone."
Lu Yiming shook his head slightly and said, "Although it is cruel to say this, whether anyone died or not actually has nothing to do with the bankruptcy of Sanzhu Group. The verdict of the second instance of the case is enough to prove that there is actually no problem with Sanzhu's products. At most, it involves false advertising and deceiving consumers."
Su Yunjin frowned and asked, "Why did it turn out like that?"
Lu Yiming sighed, "What's involved here is actually the crisis management of the company. When the case first happened, the management of Sanzhu did not attach great importance to it, let alone deal with it in time, which eventually led to the fermentation of public opinion and formed a situation that was unfavorable to Sanzhu. As the old saying goes, three people make a tiger. There is nothing wrong with your product, but you can't withstand the whole society scolding you, then your product will not be sold and the company will go bankrupt. This has nothing to do with the quality of the product itself."
Lu Yiming's ability to combine current events to make such a statement really made Su Yunjin look at him with new eyes. She was filled with emotion. With such a talented child, the Lu family was bound to rise to become a business giant.
Even Su Yunwei looked at Lu Yiming with new eyes and echoed, "There are countless such cases abroad. Just as Lu Yiming said, this matter is actually a problem of crisis management."
Lu Yiming said: "At present, many domestic companies do not pay attention to their own crisis management. When something happens, they either ignore it or choose to cover it up. Finally, the thunder explodes, and a wave of public opinion is formed. It is too late to solve it and there is no way to save the situation."
Su Yunjin asked anxiously: "What should we do now?"
According to Lu Yiming, the public opinion storm surrounding Shijinji has already formed. It cannot be covered up, nor can it be ignored. So what should be done?
Lu Yiming thought for a moment and said, "I suggest that Shijinji immediately set up a public relations department and hire professionals to identify and analyze various survival crisis events that the company may encounter during production and operation. At the same time, establish a complete crisis management system including contingency plans, early warnings, processing, and repairs to prevent such events from happening again."
Su Yunjin praised: "You still have a way, I will do it right away."
Su Yun was a little unhappy. She knew all this, but her brain was not as quick as Lu Yiming's, so Lu Yiming said it first.
She couldn't help but argue, "This must be done, but the PR department must deal with things like this that will happen in the future. But now that it has happened, it's too late to deal with it. So tell me, how do we solve the problem of Xu Fuji slandering us?"
Su Yunjin came to her senses and said, "That's right. Even if we start to set up a public relations department now, it's too late. Far water can't quench near thirst, right?"
Lu Yiming looked towards Su Yunwei, only to find that Su Yunwei gave him a smile that showed her evil plan had succeeded, and he suddenly felt a little amused.
Although Su Yunwei was suspected of playing a prank on him in revenge, it was also true what Su Yunwei said that distant water cannot quench immediate thirst.
Now that the public opinion storm has arisen, it is only now time to think about setting up a public relations department. By the time preparations are completed, it may be too late.
Lu Yiming said: "The current situation is that Xu Fuji and this reporter have teamed up to set a trap for us. They first set up a patriotic persona for themselves, and then said that we would not cooperate with them, which naturally implies that we are not patriotic. Although I often say that capital has no borders, we businessmen should have a motherland. After all, our development prospects are closely related to the prosperity of our motherland. A poor and weak motherland cannot support us businessmen to conquer cities and strongholds in the international community. The most important thing right now is to make our own voices heard and not let Turkey TV unilaterally manipulate public opinion."
Su Yunjin was already impressed by Lu Yiming's knowledge and talent. In addition, she herself had no good way to deal with the crisis at hand, so she took out the notebook she carried with her and said, "Well, you tell me, I'll write it down."
Lu Yiming had actually been thinking about a plan in his mind. Now the plan was ready, and he found it very funny when he thought about it.
"Auntie, this is it. Since they can find people, let's find people too. They make up stories, so can we. We can use magic to defeat magic. We can find a media organization with a certain authority, and then appear in the public eye as a weak . You are a woman, and you naturally belong to the vulnerable group. We can create a story about a company on the verge of bankruptcy. The boss is discouraged and wants to give up. Then the boss's wife stands up for the livelihoods of thousands of workers and saves the situation. How about this story?"
Su Yunwei was the first to clap her hands. She looked at Su Yunjin, laughed and said, "I think this story is very good. I was moved when I heard it. Sister, I have high hopes for you."
Su Yunjin never expected that Lu Yiming would come up with such a plan. She was a little amused and said, "Xiaoming, are you telling the truth?"
Although the content seemed a little too shameful, after thinking about it carefully, Su Yunjin felt that there was no better solution than this.
Only Shi Caijiang had a constipated expression on his face, and his eyes seemed to want to sew Lu Yiming's mouth shut. If this story got out, how could he still survive in the circle?
Lu Yiming had used Shi Caijiang as a template. After he finished speaking, he looked at Shi Caijiang. Seeing that Shi Caijiang looked a little unnatural, he suddenly felt as if his prank had succeeded. He said to Shi Caijiang with a half-smile, "Uncle Shi, what do you think of my plan? You don't have any objections, do you?"
Shi Caijiang was very depressed, but he didn't know how to do crisis public relations, and he didn't know what it meant to play a full role. He didn't dare to sing a different tune when Su Yunjin and Su Yunwei both agreed. He could only say in a muffled voice: "This is all for the future of the company. What opinion can I have?"
He has no say at all now, not to mention that the "fact" is that it was his outrageous operation that caused Shijinji's poor business performance. Although the package sale of the candy business had nothing to do with him and was promoted by Lu Yiming, how could outsiders know this?
Therefore, he, Shi Caijiang, will definitely bear the blame.
As a middle-aged man, he has to shoulder everything alone for the sake of his family, and Shi Caijiang can only choose to bear it silently.
Thinking that the matter was halfway resolved with a solution, Su Yunjin looked at Lu Yiming and said, "Since no one has any objection, let's follow Xiaoming's plan. Xiaoming, as the saying goes, don't bother two people with one matter. Anyway, things have come to this point now, and the public relations department will be established sooner or later. In my opinion, you should take the position of public relations manager first. I will hand over the position to you when I find a suitable candidate."
After hearing this, Lu Yiming felt a little annoyed: "Auntie, male public relations... I am not suitable, right?"
At this time, on the southeast coast, the meaning of the term "male public relations" was no different from that in later generations.
Even Shi Qingxue knew it.
She saw the twisted expression on Lu Yiming's face and laughed so hard that her body shook. She couldn't help but say, "I think it's very suitable."
Lu Yiming's face suddenly turned dark. He clearly came here to offer advice, so how come he ended up being a male prostitute?
However, Su Yunjin was now devoted to the company, and apparently did not react to the male public relations for a while, and said sincerely: "Xiao Ming, with your talents, there is no one more suitable than you for the position of public relations manager of the company."
Su Yunwei also said: "Ah, you see, I just returned to China and am not familiar with the domestic environment, so I may not be able to be perfect in the details of some issues. You know the domestic situation very well, so it is most appropriate to leave this matter to you."
General Shi Cai, who was standing next to him, saw that Lu Yiming's eyes were dim and he looked like he had lost all hope in life, but he was secretly happy in his heart.
Well, you shot yourself in the foot. It's your fault for coming up with such a bad idea. You deserve it!
