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中华公关网www.gxnewsw.cn:“红芯浏览器事件”的公关启示录,看企业公关误区

发布时间:2019-08-06   来源:中华公关网    
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中华公关网www.gxnewsw.cn:“红芯浏览器事件”的公关启示录,看企业公关误区
8月15日,“红芯”公司宣布完成2.5亿C轮系列融资。因其称已自主研发了国产红芯浏览器,此轮融资备受关注。8月16日,多家媒体报道,红芯浏览器被质疑是个套壳Chrome,与其宣称的自主内核相差甚远,引起社交媒体刷屏,业界震动。红芯方面,其创始人兼CEO陈本峰回应,没有拿国家基金,被比喻成“汉芯”冤枉;红芯联合创始人高婧回应,红芯浏览器“包含‘Chrome’在里面”,但并非抄袭,而是“站在巨人的肩膀上去做创新”,“绝不是那些人说的拿国产概念去骗钱”。
On August 15, Red Core announced the completion of 250 million C rounds of financing. Because it claims to have independently developed a domestic red-core browser, this round of financing has attracted much attention. On Aug. 16, several media reported that Red Core Browser was questioned as a shell Chrome, far from its claimed autonomous core, causing social media screen brushing and industry shock. In terms of Red Core, Chen Benfeng, its founder and CEO, responded that he did not take the national fund and was likened to "Hanxin" for wrongdoing; Gao Jing, co-founder of Red Core, responded that "Red Core browser" contains "Chrome" in it, but not plagiarism, but "innovate on the shoulders of giants" and "it's not the country that those people say it is. The concept of production deceives money.

之所以写这个话题,是因为有朋友问,红芯的问题,好的公关应该怎样回复,所以才有以下几个观点。

如果自身有问题,不要难为菩萨

网上有个段子,说前年奥运会前,郎平指导和女排姑娘们出发去巴西前曾去普陀寺参拜;女排奥运夺冠回国后,据说男足也想去,在门口就被方丈拦住了,说请不要为难菩萨。

还有个不难为菩萨,不难为领导的案例。

伊拉克战争爆发后,萨达姆政权高官集体消失,但伊拉克新闻部长萨哈夫,从伊战开始到伊战结束,几乎天天都出现在电视和媒体上,尽管伊在军事上毫无还手之力,但这位新闻部长每天的新闻报道都语出惊人。伊战的最后几天,有时萨哈夫在举行新闻发布会时,美军坦克就在不远处,萨哈夫有许多名言,其中一句是,“我们是故意让他们进城的,因为这样才能更方便我们消灭他们,我们已经把他们的退路堵死了!”

The reason why I write this topic is because some friends ask, Red Core's question, how to respond to good public relations, so I have the following points of view.

If you have problems, don't be difficult for Bodhisattva.

There is a passage on the Internet that Lang Ping and the girls of the women's volleyball team visited Putuo Temple before they left for Brazil the year before the Olympic Games. After the women's volleyball team won the Olympic championship and returned home, it is said that the men's football team also wanted to go and was stopped by the abbot at the door, saying please don't embarrass the Bodhisattva.

There are also cases where it is not difficult to be a Bodhisattva or a leader.

After the outbreak of the war in Iraq, senior officials of Saddam Hussein regime disappeared collectively. But from the beginning of the war to the end of the war, Iraqi Information Minister Sahaf appeared on television and the media almost every day. Although Iraq had no military backlash, his daily news reports were astonishing. Sometimes in the last days of the Iraq war, when Sahaf held a press conference, American tanks were not far away. Sahaf had many famous sayings, one of which was, "We deliberately let them into the city, because it would be more convenient for us to eliminate them. We have blocked their retreat!"

我们说,一个企业,在发展过程中,遇到点问题甚至风浪考验,再正常不过。但问题分性质。

像BAT和360这些公司,都在公关部设有自己的舆情监控与处置人员,看到对企业不利的舆情,第一时间会反馈上报,看如果是企业内部的问题,一定会第一时间及时处理,防微杜渐、亡羊补牢;同时视社会影响力范围,适度对外做出解释澄清甚至道歉。

一般公关部门,都是要站在事实基础上。

如果是价值观的问题,没必要难为菩萨。

具体到红芯浏览器事件,我们目前没办法辨别问题的类型。

We say that it is normal for an enterprise to encounter some problems or even storms in the course of its development. But the problem is of different nature.

Companies like BAT and 360 have their own public opinion monitoring and disposal personnel in the Ministry of Public Relations. When they see the unfavorable public opinion, they will report it back at the first time. If there is an internal problem in the enterprise, they will deal with it in time to prevent the slightest decline and make up for the loss of sheep. At the same time, they will appropriately externalize it according to the scope of social influence. Explain, clarify and even apologize.

Generally, public relations departments should stand on the basis of facts.

If it is a question of values, there is no need to be difficult for Bodhisattva.

As for the red core browser event, we can't distinguish the type of problem at present.

传播的4个不要:一、千万不要说谎;二、不要调门太高;三、不要洁癖,试图塑造完美形象;四、不要打民族牌,这个还的时候代价太大

一、千万不要说谎。

很多人都认为,PR就是要包装,不包装就不叫PR。但PR是美容不是整容,可以把60%升华为80%,但不能把丑的楞说成是美的,不能把黑的说成白的。比如,当初羽毛球冠军林丹,被爆出出轨事件后,许多人震惊难以接受。其实,这个问题就在于,如果林和谢不秀恩爱,媒体也没有包装“超级丹”,不将偶像完美化并塑造成道德楷模,粉丝与拥趸不会有那么大的心理落差。这事如果不是林,换成其他娱乐明星,那大家的接受度会高很多。(所以娱乐圈常讲,“秀恩爱,死得快”。)

话说回来,红芯之前的传播,可以不说你不好的一面,但你一旦说了,就要为你说的真实性负责。其他企业也是如此。

Four non-communication: first, don't lie; second, don't adjust the door too high; third, don't be clean, try to create a perfect image; fourth, don't play national cards, this time the cost is too high.

1. Never lie.

Many people think that PR is to be packaged, not packaged is not called PR. But PR is cosmetic, not cosmetic. It can sublimate 60% to 80%, but it can't say ugly corrugated is beautiful and black is white. For example, when Lin Dan, the badminton champion, was derailed, many people were shocked and unacceptable. In fact, the problem is that if Lin and Xie Buxiu love each other and the media do not package "Super Dan" and do not perfect the idol and shape it into a moral model, there will be no such psychological gap between fans and followers. If it weren't for Lin, the acceptance would be much higher for other entertainment stars. (So entertainment circles often say,'Love, die fast'.)

In other words, before the spread of Red Core, you can not say your bad side, but once you said, you should be responsible for the authenticity of what you said. The same is true for other companies.

二、调门不要起太高,高音容易唱不上去

这个其实和第一个问题相关,但又不一样。你说真话了,真话可以适度拔高但不能拔太高。现在的唱歌类选秀节目就是,不管什么选手,上来先飚高音,其实没太大意义,李健的歌音都不太高,听起来舒服就好。

这样的企业和个人的例子,实在是不胜枚举。比如,曾宣布“裸捐”的相声界名人牛群,宣布“裸捐”的企业界的蒙牛创始人牛根生,慈善领域的陈光标……后来都出了一些事。不是说捐款不好,是说“裸捐”与“捐款”相比,调门太高了,太高,就容易扯着。

红芯放下真假不论,这次融个资,发一圈新闻稿不说,还拔高到“自主知识产权“,“世界第五颗也是唯一一颗属于中国人自己的浏览器内核”,目标是“让每个中国人,每天工作的第一件事情就是打开红芯”……

一般企业融个资不是再正常不过吗,谁家过年不吃顿饺子,为什么要把饺子搞出鲍鱼的动静,把奥拓开出奥迪的感觉呢。这就招事儿了。

2. Don't tune the door too high, the tenor will not be able to sing easily.

This is actually related to the first question, but not the same. You say the truth, the truth can be moderately elevated, but not too high. Now the singing talent show is, no matter what players, come up first high-pitched, in fact, it does not make much sense, Li Jian's voice is not too high, it sounds comfortable.

There are numerous examples of such enterprises and individuals. For example, Niu Gensheng, the founder of Mengniu in the business circle, and Chen Guangbiao in the philanthropic field, who announced "naked donation" to the famous cattle of cross talk circles, announced "naked donation". Then something happened. Not that donations are not good, but that "naked donations" are too high-key and easy to talk about when compared with "donations".

Red Core put aside the truth and falsehood. This time, it raised its level to "independent intellectual property rights" without making a press release. The fifth and only browser core of the world belongs to the Chinese people. The goal is to "let every Chinese work every day, the first thing is to open the Red Core"...

It's not normal for enterprises to raise funds. Who doesn't eat dumplings for the Spring Festival? Why do you want to make the dumplings make the abalone move and open up the feeling of Audi? That's what happened.

三、不要试图塑造完美形象

第二个问题和第三个问题也有区别,在不拔太高的基础上,不要试图自己都是好到完美的形象。

这方面不展开论述,只是想说,目前的媒体时代,大家对完美也是充满警惕的。

在这方面,想起360创始人周鸿祎,他自己自嘲的“不端、不装、有点二”,基本就是不背偶像包袱的路子。

但有些企业,企业不大,偶像包袱确挺重。还容不得媒体写一点不是,想着得票率100%的赞成,稿子一出天下震动,这就太难。

3. Don't try to create a perfect image

There is also a difference between the second question and the third one. On the basis of not pulling too high, don't try to be a perfect image of yourself.

In this regard, we do not start to discuss, just want to say that in the current media era, we are also full of vigilance for perfection.

In this regard, I think of Zhou Hongzhen, the founder of 360. His self-mockery of "misconduct, disguise, a little bit two" is basically the way of not carrying the burden of idols.

But in some enterprises, the enterprises are small and the burden of idols is heavy. It's too difficult for the media to write anything that is not true, considering that 100% of the votes are in favor of it and that the manuscripts will be shocked all over the world.

四、不要打民族牌,这个还的时候代价太大

打民族牌的,现在消费者其实很警惕,当然可能对拿补贴有好处。

但这几年在中国市场,弥漫着这样一种气息,很多企业喜欢打民族牌。不排除一些企业是真想把民族品牌做起来,但是大多数企业可能都是为了促销,有些更是为了忽悠消费者。凡是有远见的企业家,凡是想走向世界的企业家,心里都明白,这是个双刃剑。

三鹿奶粉打民族牌,消费者让孩子吃吗?长生生物疫苗打民族牌,消费者让孩子打吗?

归根结底,任何时候都是好的产品来说话,消费者管他是哪个国家呢。日本以前做的电子产品好,就是全球畅销,再反日还是一样卖;现在苹果、中国手机行业崛起了,就是比日本做的好,不用打什么民族牌,消费者自然认。就这么简单的道理。

浏览器也是,做得不卡顿,速度快,强调不强调民族牌,消费者都会争着用吧。

回复有时最大的问题,是给出新的线索,或授人以柄的话题

红芯两个创始人这次的回复,都有很多新的BUG,像既说浏览器“包含‘Chrome’在里面”,但又说并非抄袭;还抛出 “站在巨人的肩膀上去做创新”,“绝不是那些人说的拿国产概念去骗钱”,这些话都是抱薪救火。

4. Don't play national cards. It's too expensive to pay back.

For those who play national brands, consumers are actually very vigilant. Of course, it may be beneficial to get subsidies.

But these years in the Chinese market, filled with such a breath, many enterprises like to play national cards. Not excluding that some enterprises really want to make national brands, but most of them may be for promotion, and some are to fool consumers. Every visionary entrepreneur and every entrepreneur who wants to go to the world knows in his heart that this is a double-edged sword.

Sanlu Milk Powder Plays National Brand, Do Consumers Allow Children to Eat? Do consumers let their children play the national card of the long-lived biological vaccine?

Ultimately, it's always a good product to talk about. Consumers don't care which country they are from. Japan used to make good electronic products, that is, the global best-selling, and then the same as Japan; now the rise of Apple, China's mobile phone industry, is better than Japan, do not need to play any national brand, consumers naturally recognize. That's the simple truth.

Browsers are also, do not cartoon, fast, emphasize not to emphasize the national brand, consumers will compete for it.

Sometimes the biggest problem with replies is giving new clues or giving people a handle on the topic.

我们又想起去年乐视回应易到创始人周航讲资金紧张的例子,乐视本来可以有机会往回圆,结果自己的回复抛出了许多新料,诸如当初14亿是如何抵押贷出来的,抵押出来的钱是如何分配的,等等。这些新料,让媒体不去继续挖也难,不关注那不是漏采新闻么。

此外,在对外回应上,公司回应还是个人回应;回应是以采访还是长图,这里面都有学问。不一一展开了。

PR是有技巧,但技巧不是教你诈。

诚信为本,诚信经营。

撰文:赵明,乐信(NASDAQ:LX)副总裁,先河环保(300137)独立董事。中国公关协会理事、中国商业经济学会理事,中国科技新闻学会理事。在品牌市场、公关传播、企业管理方面,有丰富经验与许多经典品牌传播案例。曾在360公司、优酷公司等知名互联网企业担任高级管理职位。

The two founders of Red Core responded with many new BUGs, such as "browser contains Chrome" but not plagiarism; they also threw out "innovation on the shoulders of giants" and "absolutely not those who say that they cheat money with domestic concepts." These words are all firefighting.

We also recall the example of Le Video's response to Yi's founder Zhou Hang's talk about financial constraints last year. Le Video could have had a chance to recover. As a result, its response throws out many new materials, such as how the original 1.4 billion yuan was mortgaged, how the mortgaged money was distributed, and so on. These new materials, so that the media do not continue to dig hard, do not pay attention to that is not missing news.

In addition, in the external response, the company's response or personal response; the response is interviews or long maps, which have knowledge. Not all of them unfolded.

PR is skilled, but the skill is not to teach you to cheat.

Honesty is the foundation, honesty management.

Writing: Zhao Ming, Vice President of NASDAQ: LX and Independent Director of Xianhe Environmental Protection (300137). Director of China Public Relations Association, China Business Economics Association and China Science and Technology Journalism Society. In the brand market, public relations communication, business management, there are rich experience and many classic brand communication cases. He has held senior management positions in 360 companies, Youku companies and other well-known Internet companies.

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