Unit-11-Crisis-management

单击此处编辑标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Unit 11,Crisis Management,Warmer,crisis-crises,crisis,1.d,_,2.c,_,3.e,_,4.f,_,5.i,_,6.m,_,7.p,_,1.domestic,2.currency,3.economic,4.financial,5.international,6.mid-life,7.political,Quotation,When written in Chinese,the word crisis is compounded of two characters one represents danger,and the other represents opportunity.John F.Kennedy(1917-1963),35th Us president,What does it mean to say that a crisis can be an opportunity?,Is every crisis an opportunity?,No matter how good your business is,it is inevitable that at some stage you are going to face a very difficult situation that qualifies as crisis.,For crisis communication,it is essential that information be communicated both internally to staff and business partners and externally to the public,to the media and to authorities.,What is a crisis,What is a crisis,Simply put,a crisis is a changesudden or slowly evolvingthat results in an,urgent problem,that must be,addressed immediately,.A crisis can occur in many forms:,Life-threatening product defects are discovered,Computer hackers shut down a companys entire system and deny access to customers,A terrorist attack destroys lives and property,A key manager dies with no immediate replacement,The characteristics of real crisis,The timing is unpredictable,例如：,06,年,1,月,20,日，距离农历中国新年只有,9,天时间，,国际金融报,刊登的一篇题为,芝华士,12,年：,“,勾兑,”,了多少谎言,的报道，一下子使欧盟最大的酒类公司保乐力加集团在华经销商,保乐力加中国公司 陷入危机困境,。,The exact nature of the crisis is difficult to forecast,例如非典,Events occur without warning,More than one problem occurs at the same time.,The crisis develops rapidly,Communication play a vital role.,The golden rules for crisis communication,Prepare in advance.,-No business is safe from a crisis.,-Setting crisis communication plans.,-Setting up of the crisis management team.,Make sure everyone knows his or her role.,-Write down a list of responsibilities.,Accept responsibility,.,Act quickly,（,rule of speed),Communicate your position clearly and immediately.,立即表明立场,(rule of attitude),-developing a clear statement of the organizations position.,肯德基在发现两种产品的调料中含有“苏丹红一号”之后，立即发表公开声明，停售了问题产品，并推出整改措施，严把食品安全关。这种态度是公开的、透明的，比遮遮掩掩更能消除人们的疑虑。,Communicate regularly.,持续沟通,-Make sure that you give regular communication to the media,tell them that investigations are continuing.,Tell your staff what is happening.,-Inform the most important people of all what is happening.,-They need to be informed by you rather than by the media.,Integrate communications into the management response.,把沟通融入危机管理,Watch out for exhaustion.,提防体力透支,-Plan a roster(,花名册,)or schedule of staff in order that people can take a rest and return fresh to the problems.,Keep records.,-Prepare a written records for the crisis.,Starting up(P92),Task B,Before the crisis,Write down and circulate your crisis management program,Try to predict what crises could occur,Practice making decisions under stress,Role play a potential crisis,Starting up,Task B,During the crisis,Set up a crisis management team,Inform the directors,Disclose as much information as you can,This step could also be done before the crisis,if the company decides to have a permanent team.,Starting up,Task B,After the crisis,Find out what happened and how it happened,Analyze the actions you took to deal with the situation,Work out an action plan to ensure the crisis does not happen again,案例讨论,:,从,2006,年,2,月开始，关于博士伦公司属下产品,-,润明护理液可能诱发眼疾的危机陆续在新加坡、马来西亚、香港、内地爆发，多年来稳健发展的博士伦公司遭遇到少有的产品信任危机。,如果你是该公司的负责人你会怎么应对？,与受危机影响的各方进行沟通,组织内的员工、利益相关者,（,顾客、股东、紧急救援机构、专家、政府官员）,例：,事件爆发后，无论在新加坡、香港还是在中国内地，博士伦都能以一种主动的姿态，积极配合政府相关部门协助进行调查，寻找消费者眼睛感染的最终原因。,博士伦北京公司向媒体透露，,2,月,20,日，北京公司便将润明护理液样品送到国家药监局检验，并在,21,日配合北京药监局到博士伦生产工厂对其护理液生产过程进行检查,.,同时，博士伦已将所有情况分别向区、市、国家药监局进行了汇报。,为了消除媒体和公众的疑虑，,2,月日，北京博士伦又向媒体表示，博士伦中国公司非常重视这一事件，并采取了三项措施向公众说明情况。,首先，博士伦加强了,消费者,热线的接听工作，对打进电话的消费者说明了最新的情况并做了耐心细致的解释工作,其次，博士伦与,包,括药监局在内的政府相关部门进行了沟通，就新加坡的情况和博士伦中国公司采取的措施进行了通报。,最后，博士伦还派公司的医学,专,家到重要销售网站走访，化解消费者的顾虑。,反面案例：一碗“蟑螂汤”毁掉一个企业,广州有一家很有名的老字号，因为一次偶然的事件而陷入困境。一次，客人用餐时，赫然发现汤中有一只蟑螂。酒楼碰到这种情况一般的补救措施是撤下这碗汤，再换个别的东西，或是把这桌酒席打个折扣。但遗憾的是这几位顾客不同意这种常见的处理方式，他们要求赔偿交通费、精神损失费等。,在争执中，值班经理口不择言，不慎说出了：蟑螂是中药，那么蟑螂汤也就没什么危害，同时，汤是高温煲出来的，也不会有细菌。勃然大怒的顾客迅速端起这碗蟑螂汤找到了当地最有影响力的一家媒体，要求给予暴光。由于企业的领导一直没有高度重视，甚至其办公室主任对采访的记者也态度粗暴，致使这个“蟑螂汤事件”一发而不可收拾。,在这个过程中，顾客和媒体为这家企业提供了两次台阶，但遗憾的是他们选择了放弃，最终使这只“蟑螂”越长越大，仅在报纸头版就”,趴,”了一个星期，最终使这家企业声誉一落千丈，陷入了停业整顿的困境。,Skills:Asking and answering difficult questions,Task A,Possible answers,1.Seems to imply that the question was not answered the first time,and may indicate forcefulness.,2.Like 1,seems to imply that the question was not answered the first time,and may indicate forcefulness.,3.Please,in the middle of a question rather than at the beginning or end can imply irritation or impatience,4.Too early to say:all depends on intonation.,Skills:Asking and answering difficult questions,Task A,Possible answers,5.May be aggressive.The form,do you deny that,may be designed to trip the speaker up.,6.Too early to say:all depends on intonation.,7.The form seems polite,but it might be used