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2005年,众多声名显赫的国内外大品牌陷入危机旋涡。面对消费者和舆论的震惊与抨击,有些品牌真心诚意采取了补救措施,承担了应负的责任。但令我们感到遗憾的是,更多的知名品牌把“功夫”花在了别处——动用一切手段千方百计展开危机公关,试图“摆平”政府和媒体,为自己正名。我们看到,当许多品牌费尽心机似乎已从泥泞中全身而退了,回过头来一看,最可贵的企业信任已经丧失,而且覆水难收。记得星巴克 CEO 奥林·史密斯说过一句话,星巴克的最大成就之一就是说服顾
In 2005, many prominent domestic and foreign big brands plunged into crisis vortex. Faced with the shock and criticism of consumers and public opinion, some brands have taken remedial measures in good faith and have assumed their due responsibilities. However, what we regret is that more famous brands have spent their time elsewhere - using all means to carry out crisis public relations in every attempt to “settle” the government and the media and give their names to themselves. As we have seen, while many brands have tried their best to seem fully exhausted from the mud, looking back, the most valuable corporate trust has been lost and the water is overwhelmed. I remember Starling CEO Olin Smith said a word, one of Starbucks’s greatest achievements is to persuade