危机的情丶理丶法给企业公关的挑战和机遇.pdfVIP

危机的情、理、法给企业公关的挑战和机遇 Tackling the law, the mind and the heart: challenges opportunities for corporate crisis communications credibility inspiration credibility inspiration credibility International Forum on PR Advertising: Crisis Management and Integrated Strategic Communication City University of Hong Kong Chris Liu, Executive VP, Greater China, Ketchum December 7, 2008 Legality vs Reason vs Emotions: Melamine and financial crises credibility inspiration credibility inspiration credibility Cadbury: Half-baked Disclosure Apple Daily, Sept 30, 2008 On Sept 30, HK media reported the product recall of Cadbury was due to doubt against ingredients reliability, without referring if it is due to Melamine. On the contrary, Sing Tao reported Cadbury spokesperson from UK admitted the BJ-produced products contain mere level of Melamine Sing Tao Daily, Sept 30, 2008 On October 6, statement made by Cadbury to reinstate their products withdrawal was due to quality and safety. No melamine was mentioned in the statements. CCTV Dialogue with China top 3 brands • CCTV 2 Dialogue with leaders of China’s top 3 milk brands, Yili, Mengniu, and Guang Ming • Efforts of full acknowledgement and brand rehabilitation; live demo of drinking their milk samples • Pledge of quality assurances for consumers; not just government approvals • Though more powerful than words, the “actions” are rather fortuitous by now • Rehabilitation wou