Some time ago, Zong Qinghou, the president of Wahaha, passed away, and Wahaha AD calcium milk was so popular that it was sold out.
Wahaha's official response.
If you're doing PR for Waha, how do you handle it?
In fact, it is quite difficult to do a public relations event in this matter, because it involves the level of human ethics. This is a person who has died, and corporate brands use it to do public relations themes with scruples, concerns, and bad will have a backlash effect. For example, once he has traces of public relations or marketing, he will be the first to go to the opposite side and scold. Using the death of the founder for marketing seems very unkind.
After the death of the founder, there were many die-hard fans, or some people remembered that the entrepreneur was a good one. Some emotional consumption value, everyone agrees with him, which is a driving effect on his product sales. At this time, it's not right to say it, and it's not right to say too much, and this measure must be controlled.
The first one is to be just right, because it's not right to say it or not, for example, if I don't say it, I don't see it, it's not right. After all, a brand is not a person's business, and it must be explained to consumers.
The second is to show a position of Wahaha, then thanks are necessary, you have to express your gratitude, and after the consumer agrees with you, you need to thank you behind this recognition.
The third is to reaffirm the reinventing of values. It is to take this opportunity to re-talk the founder's values. Wahaha's value proposition that has been adhered to for many years is to reshape the values of this old man's life, further reflect on and recognize the intrinsic value and pursuit of the Wahaha brand, and then combine it with Zong Qinghou himself.
The fourth step is to show a responsible attitude towards consumers. We're dealing with this situation and making sure that everyone is doing what they do, which makes a promise to consumers, because a lot of it is online shopping, stocking, product protection issues, etc., and there has to be a guarantee.
Finally, I would like to remind everyone to consume rationally.
Wahaha's public relations is right from the current angle, so if it goes a step further, for example, now Zhong Sui has posted an article "Two or Three Things with the Sect Elder". After the death of the founder of Wahaha, many big V netizens went to look through old accounts. It turned out that Zhong Sui had done Wahaha ** in Hainan, and then shook out the grievances and grievances between Zhong Sui and Zong Qinghou, Zhong Sui himself was a reporter from Zhejiang, and he wrote this article in response to this matter, in order to get to the root of this matter.
When Zhong did this, Wahaha should do one more thing. From a PR perspective, no matter how busy you are, have to have a response.
How does this response respond?
This is a great opportunity to reinvent value. But it's not to attack the farmers, but to further prove that Wahaha's values are correct. While not taking advantage of others' danger, we must make our own position clear, and we must not use some small tricks to attack the other party and arouse everyone's negative emotions.
A PR event is really a time to figure out consumer feedback. As consumers, when you see the feedback of an article or look at the feedback of a text, it determines the direction of your PR event must be continuous positive feedback. Call us a mock roadshow. Once again, you can't get it back as soon as the public relations incident goes out, and you can't modify it after you post it. Therefore, in this Waha, the company's public relations must be justified and measured.