2006年07月31日

     除了积极配合政府官员出面吃鸡、力图稳定消费信心之外,肯德基等特别容易被危机波及的公司本身应该如何抵消那种在动物之间迅速传播并致命的疾病可能对公司运营造成的负面影响?

  对此,散落在全球每一个角落的肯德基连锁店,经过50多年的危机洗礼,早已形成了一套自动的危机管理反馈机制。

  1.媒介沟通:抢占先机

  公关专家帕金森认为,危机中传播失误所造成的真空,会很快被颠倒黑白、胡说八道的流言所占据,“无可奉告”的答复尤其会产生此类问题。

  尽管如此,肯德基的警觉还是令人惊讶。当记者将采访提纲传至百胜集团总部,半小时后便接到了对方的电话。

  “现在是我为您服务,我非常愿意为您解答一切问题。”百胜餐饮集团公共事务部总监王群用极其诚恳的语调回答。

  “9时40分我收到您的采访提纲,在9时46分我已经给您发过去了三份文件:《肯德基有关禽流感问题的媒体Q&A》;《关于肯德基危机处理的对外答复》;《肯德基有信心有把握为消费者把关》。或许对您了解整个事情有帮助,请查收。”

  如何应对媒体的危机提问,肯德基似乎完全是程序化的管理。

  2.提供标准化的声音

  面对危机的肯德基,绝不允许有第二个声音出现。在这个“特殊时刻”,所有来自媒体的问题,都统一由百胜的公共事务部出面安排采访。

  “我们是肯德基中国公司,发生在其他国家的事不属于我们的职责范围内。”“我们的鸡肉都是来自国内的供货商,不是来自疫区,所以不会出任何问题。”

  3.应急计划首抓源头

  “成立危机处理小组是第一反应。危机一旦出现苗头,我们的危机处理小组就开始启动。其组成人员覆盖了危机可能涉及到的一切部门,比方销售部、公共事务部,等等,收集各种信息,比如中国政府出台的有关政策,媒体及社会公众的反应等等,并及时对危机造成的影响作出反馈,直接向中国区总裁汇报。”王说。

  对于供货商的控制则是危机处理小组的第一事务。对供应商的每一批供货都要求出具由当地动物检疫部门签发的《出县境动物产品检疫合格证明》和《动物及动物产品运载工具消毒证明》,并证明所有的供货“来自非疫区,无禽流感”。“一旦发现有任何供应商出现任何问题,公司都会立刻转向,改用其他合格的供应商。”

  4.向公众传递信心

  危机一旦产生,就必须不厌其烦地将必要的细节信息透明化。为此,肯德基专门召开新闻发布会,向公众宣布,世界卫生组织和其他权威机构证明食用烹煮过的鸡肉是绝对安全的。肯德基的所有鸡肉产品全部都经过2分30秒到14分30秒、170摄氏度以上的高温烹制,并立刻将其文字制成条幅,挂在餐厅的每个角落。

  5.日常培训贯彻安全理念

  肯德基特别指出,预防危机要从企业创办之日起就着手进行,伴随着企业的经营和发展长期坚持不懈。那种出现危机才想到危机管理,把危机管理当作一种临时性措施和权宜之计的做法是不可取的。

  “长久的营运系统必须考虑危机出现时的情况,并体现在日常操作的基本要求之中。”王说,“我们新员工入职培训,给他们上的第一课就是,对于我们来说食品安全永远是我们的第一原则。”

  平时,肯德基对供货商严格执行的星级评估系统有重要作用。每3个月到半年,对供货商从质量、技术、财务、可靠性、沟通等五个方面的全面定期评估和贯穿全年的随机抽查,由公司技术部与采购部合作,以100分制进行评定,其分数将直接决定供货商们在下一年度业务量的份额。

  6.使用可替代的产品

  肯德基认为,越南肯德基之所以推出了鱼类产品,那也是由于越南政府为控制禽流感而制定了“不允许跨地区运输鸡肉”的规定,所以导致肯德基的鸡肉供应短缺而改做鱼类产品,这完全不是因为鸡肉不安全而进行的改变。

摘自中国时尚品牌网

今天看中国日报网上的财富论坛webcast内容,其中的CNN连线:中国的崛起部分, 我发现我国的官员回答问题还是蛮有公关技巧的,我以前说谁最需要公关也许说错了。请看:

[CNN主持人 吉姆·克莱西:] 现在我们来谈谈中国的挑战。众所周知,中国经济发展面临的最大问题之一就是贫富差距不断扩大。在这里,有成千上万的百万富翁,他们开着豪华轿车,同时也有一些人露宿街头。李山先生,您觉得贫富差距对中国是个问题吗?

[中银国际CEO 李山] 首先我要说的是由于中国在20多年前启动了改革开放的进程,绝大多数中国老百姓的生活都得到了改善。在1978年中国有2.6亿贫困人口,现在贫困人口只有2000多万,这是个巨大的成绩。虽然富人越来越富,但是同时不可否认的是,中国大多数人都富了。其实,中国大多数富人都是付出了辛勤的劳动,他们辛辛苦苦创造了自己的企业或者发展了自己的技术,所以有了富有的今天。当然,国家也应该从税收、社会保障、就业机会等方面来改善贫富不均的现象,使更多目前还没有富裕的人过上更好的生活。

这个里面非常有条理地展示了一个企业发言人面对记者,如何回答一个tough question:

1Talk about the postive side, preferably with figures that sound big and don’t require reference – 首先谈绝对正向的成果,最好用听起来比较大、但无需参照标尺的数据;
2) Talk about the relative side –
接着谈相对性的成果,比上不足,但比下总是有余的;

3) Talk about simple truth to look sincere –
再谈简单真理,因此显得非常诚恳;

4) Faintly acknowledge proactive things that we can do as an entity to address the issue mentioned –
隐约提到我们作为一个主体,去应对tough question中所指的现象, 可以主动做哪些事;

5) Avoid direct answers throughout —
从始至终绝对不要正面回答
tough question

相比之下,民营企业家就直白多了:

[当当网上书店CEO 俞渝] 我认为中国的贫富差距并没有世界其他一些地方那么大。比如,中国政府就很巧妙地使用了税收政策,对经商者和富人的收入征收较高的税收来调节社会财富的分配。

也可能是俞渝一向比较直率吧前一阵听她说起北京顺义那些别墅区象"租界",我有恍然大悟的感觉,立刻就不想那里的房子了。

2006年07月30日

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2006年07月29日

在《Business blog applications》里,Hendry Lee列出了十种企业blog应用(大致的翻译,详情请看原文) :

内容管理系统(CMS)。blog当然远不是完善的CMS,但对中小企业已足够。可允许多个作者的blog,甚 至比一般的CMS更灵活。
公司新闻和更新。blog帖子按时间顺序排列,最新的出现在页面最上面。
客户支持。在blog上管理知识基础的文章,客户就能利用分类系统或搜索功能,很容易地检索信息。 能让用户提问,接受反馈,并让其他人阅读这一对话。对于不这么透明的公司,会引起一些恐慌。但运用得当的话,blog能提高企业的可信度 和客户关系。
产品开发和上市。在产品上市之前,保持客户对当前产品开发的最新关注,建立预期和buzz。
新闻发布。让有兴趣的人得到最近的新闻,还有订阅网站feed。
以教育为基础的营销。让潜在客户通过阅读blog,了解公司的产品或服务。
聚焦于社区。即使再小的企业,也能有微小的niche,建立起相应的社区,通过经常性张贴相关主题 的帖子。
展示专长。服务性的专业人员可把blog作为工具,通过展示专长建立起可信度。这些buzz使他们能快 速获得承认。
内部协作工具。blog是很好的媒介,可使所有员工对公司的事情随时知晓。
项目记录。对于交换思想、共享资源以及其他项目相关的任务,blog比e-mail更有用。还有集中化归 档和即时存档的好处。
blog的确可用于几乎所有以内容为基础的网站应用。鼓励对话是blog突出的一点。提示:在计划阶段,要清晰地定义你blog的目的。这有助 于你保持正确的方向,更快实现你的目标。看起来简单,但很多企业试图赋予一个blog太多的应用,结果成了一个内容模糊而混杂的blog。如 果一次集中于两、三个应用会更好,这样读者首次访问就能很容易地识别你blog是关于什么的。

Society:  Business And Work

Business blog applications
A blog is just another website with interesting features like automatic archiving, commenting, easy management and publishing  

Tuesday, December 06, 2005
by Hendry Lee   

Last week, we discussed different ways you can incorporate a blog into your business website. After reading that article, you might now have some ideas about how you can incorporate a blog into your marketing mix. Don’t worry though, if you are still confused about how to do that because you’re in for a treat.

We hear of success stories on a daily basis regarding the use of a simple tool like blog, from micro businesses to large corporations. Yet, despite this, the majority of people running businesses still overlook the myriad ways that a blog can be used in their business.

The good news is that, when trying to find out how you can implement a blog as part of your business website, or as a standalone site, most of the time if you look long and hard enough, you will find a way a blog can fit in. After all, a blog is just another website with interesting features like automatic archiving, commenting, easy management and publishing. And what business doesn’t need those features?

To save you time, though, here are a list of common blog application ideas:

1) Content management system (CMS) – Albeit far from a full blown CMS, a blog is more than enough for small to medium size businesses for managing content. Some blog software allow multiple authors, multiple blogs and static pages. This actually means more flexibility as a usable CMS.

2) Company news and updates – Blog software sort blog entries chronologically: the most recent entry appears at the top of the page. Anyone who can write e-mail can post to a company blog, skipping the tedious workflow.

3) Customer support – Manage knowledge base articles on a blog, allow customers to retrieve information easily by using a properly categorized system or search function. Let users ask question, receive feedback and others to read the conversation. I admit, this is scary for some companies as it knocks up against cultures that aren’t used to being so transparent. Actually though, if used correctly, a blog can increase credibility and customer relations to a higher level.

4) Product development and launch – Keep customers updated about the current development of products, build anticipation and buzz, even before product launch. Do you want a bunch of ready to buy readers flocking to your website? Consider using a blog.

5) Press releases – Let interested parties get recent news release and let them subscribe to the site feed.

6) Education based marketing – Prospective customers can learn about a company’s products or services by reading the blog. Answering customers’ concerns on the blog allows other visitors to relate to the problem and immediately develops interest in the product.

7) Focused community – Even a solopreneur can secure a tiny niche and build a sense of community around that niche by regularly posting content related to the topic.

8) Demonstrate expertise – Service professionals use blogs as a tool to build credibility by demonstrating expertise in almost any imaginable topic. The buzz allows them to gain recognition fast.

9) Internal collaboration tool – A blog is a great medium to keep all staff members updated about a company’s happenings, among other things. Who said keeping up with events is impossible? With a blog, that excuse doesn’t exist.

10) Project notes – A blog is more powerful than e-mail for exchanging ideas, sharing resources, and other project related tasks. Other benefits include centralized archives and instant documentation.

It helps if we think of a blog as another server side website publishing tool. Instead of having to design and create static pages, complete with all HTML tags and coding, we only need to write and submit plain text, ideally with simple formatting.

With that said, a blog really can be used for almost all content based website applications. One thing stands out about a blog, it encourages conversation, much like a forum or discussion board does. The difference, however, is only one (or a group of authors) can post to a blog, although all readers can participate in the comment sections of the blog.

A quick tip: Clearly define the purpose of your blog in the planning process. This can help you focus on the right direction and achieve the goal faster. It sounds simple, but many businesses try to accomplish many of the applications above in a single blog, resulting in a confusing and mixed content blog.

It’s better if you concentrate on just two or three purposes at a time, which in turn will help your readers who can easily identify what the blog is about on the first visit. Doing this properly often translates into increased readership and more targeted audience.

Hendry Lee helps business owners use technologies to market their business online. Marketing should be fun without hard selling. Visit his blogs for frequently updated information about Podcast Marketing, Small Business Blogging, RSS Marketing, and others.

http://www.speroforum.com/site/article.asp?id=2240

2006年07月26日
最近我们公司网页(www.literate-pr.com)总是打不开,很多客户都很疑惑。我们致电公司网站空间提供商,他们的工作人员告诉我们,负责人居然被“关进去了”!
原来,空间商在服务器上非法做游戏私服,被浦东公安局取缔,现在负责人已经在拘留所待了快一个月了,自然我们也被殃及池鱼,好几个星期都无法上公司网站。私服真害人!