2003 Top Ten Enterprise Crisis Public Relations Cases.docVIP

 PAGE \* MERGEFORMAT 36 2003 Top Ten Enterprise Crisis Public Relations Cases Case 1: CECT mobile phone: ‘China kinds of dogs’ event In February 2003, Nanjing, individual consumers have bought the CECT cell phone screen, there was an unexpected CECT928 a greeting ‘Hello Chow’, translated means ‘Hello, the Chinese species of the dog’, then to the news media to consumers reflected. This one by the media exposure, immediately caused an uproar, many people think that this is the damage to national dignity, is an insult to the Chinese people, many users of this phone manufacturer is prepared to discuss an explanation. The incident that day, CECT marketing director flew to Nanjing to resolve the matter, and identify problems with the first contact the user. Immediately, the CECT company issued a public statement: one, my company (CECT) as Taiwan’s major suppliers of mobile phones has been committed to the development of national corporate responsibility, the company in line with ‘the user principle of the supremacy’, no injuries domestic users the idea of national dignity and behavior; 2, CECT 928 is my company’s August 2002 launch of the product, with outstanding product quality, powerful features, stylish looks, superb technology, and reasonable price to win the majority of consumers those who love. ‘Hello Chow’ is the greeting of mobile phone products, which means ‘Hello, lovely pet dog’, is the mobile phone user-friendly boot interface; 3, in line with the domestic buyer is responsible for the principle of purchase the user if not like the interface, CECT can provide free software upgrades, and published the addresses and telephone service centers. Public Relations Score: 40 points Statement of the reasons: CECT mobile phone ‘HELLO CHOW’ incident came out, CECT marketing director flew to Nanjing, adjust the matter, and the first time users find problems with the first contact, which is demonstrated CECT importance of this public relations crisis, the extent