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.
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!"
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.
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.
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.
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.
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.
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.