英文公关案例

The case of CECT mobile: "China's dog" events

In February 2003, individual consumers find themselves in nanjing, mobile communications CECT928 purchase CLP screen have appeared a greeting "Hello," mean Chow "Hello, translation

of Chinese consumers, the dog" to the media immediately. It immediately after the media exposure, a hangover. Many people think that this is the damage of national dignity, is for the Chinese people, many of the mobile phone insult to the manufacturer for users to view.

Events on the marketing director of communications, CLP, flew to the nanjing, and that the user first contact problem. Immediately, CLP communications company public statement: 1, CLP communication as an important phone suppliers, has been to the development of national enterprise as own duty, adhering to the principle of the supremacy of users, "no harm national dignity of domestic users, ideas and behaviors,

2 and CECT 928 is August 2002, with reasonable price and excellent performance and win customers. "Hello," mobile greetings, Chow is for "Hello, cute pet dog," is this phone humanized boot interface,

3 and in charge of the principle of domestic buyers, buyers like this interface if users can provide free software CECT, upgrades, and after-sales service center address and phone number.

CECT手机：“中国种的狗”事件

2003年2月，南京的个别消费者发现自己购买的中电通信CECT928手机屏幕上竟出现一句问候语“Hello Chow”，翻译意思是“你好，中国种的狗”，消费者随即向新闻媒体反映。此事经媒体曝光后，立刻掀起轩然大波。许多人认为这是对民族尊严的伤害，是对中国人的侮辱，众多此手机的用户欲向厂家讨说法。

事件发生当日，中电通信市场总监飞赴南京，并与首先发现问题的用户取得联系。随即，中电通信公司发表公开声明：1、中电通信作为国内重要的手机供应商之一，一直以发展民族企业为己任，本着“用户至上的原则”，绝无伤害国内用户民族尊严的想法与行为；2、CECT 928是2002年8月推出的产品，以性能卓越和价格合理而赢得消费者喜爱。“Hello Chow”是手机问候语，意为“你好，可爱的宠物狗”，是该手机人性化的开机界面；3、本着对国内购买者负责的原则，购机用户如不喜欢该界面，CECT可提供免费软件升级，并公布售后服务中心的地址和电话。

Roche, tamiflu

On February 8, a piece of news in Ethiopia in various forms of guangdong, guangzhou spread epidemic diseases, appear a few hospitals have digital patients died, but infected more is a doctor. "Death" make people the truth is unknown, the persistent rumours. 9, roche pharmaceuticals company held media availabilities, says the epidemic disease may occur in guangdong and the flu is its product tamiflu cure efficacy is obvious. Roche's medical representatives also can cure and urged tamifiu, hospitals and distributors. The direct consequence of media availabilities for rumors are chafing, guangdong, fujian and hainan provinces surrounding etc of vinegar, drug-radix isatidis and other medicines out of stock, the venom price several times when ten times, speculators with "money" exploit, tamiflu in guangdong province with the rumor spread and sales. 8 in guangdong has only 1000 box, after 9 to 10 million box soaring. Once a customer to buy 100 $59m tamiflu box!

15 and the southern metropolis daily published questioned tamiflu, "bird flu" panic and sales increase of what relation? Under the article, accusing roche pharmaceuticals rumors deliberately to promote the sale of drugs, and report to the guangdong public security department. Roche's commercial integrity and social conscience, the image by the public. Direct consequences are sold tamiflu straight down. The news of the southern metropolis daily, a day after a hospital of guangzhou tamiflu sales fell to less than 10 (sold to more than 100 before every grain). More consumer goods and the claim.

罗氏：“达菲”风波

2月8日，一条令人惊惧的消息在广东以各种形式迅速蔓延——广州出现流行疾病，几家医院有数位患者死亡，而且受感染者多是医生。“死亡”让不明真相的人们大为恐慌，谣言四起。9日，罗氏制药公司召开媒体见面会，声称广东发生的流行疾病可能是禽流感，并告之其产品“达菲”治疗该病疗效明显。罗氏公司的医药代表也以达菲能治疗该病而敦促各大医院和分销商进货。媒体见面会的直接后果是为谣言推波助澜，广东、福建、海南等周边省份的食醋、板蓝根及其它抗毒药品脱销，价格上涨几倍及至十几倍，投机商大发“国难财”，“达菲”在广东省内的销量伴随谣言的传播也扶摇直上。8日前广东省内仅1000盒，9日后飙升到10万盒。曾有顾客以5900元买下100盒“达菲”！

15日，《南方都市报》发表《质疑“达菲”：“禽流感”恐慌与销量剧增有何关系？》的署名文章,指责罗氏制药蓄意制造谣言以促进其药品的销售，并向广东省公安厅举报。罗氏公司的商业诚信和社会良知受到公众质疑，其形象一落千丈。直接的后果是“达菲”销量的直线下跌。《南方都市报》的消息发出后第二天，广州某医院“达菲”的销量就下降到不到10粒(以前每天要售出100多粒)。更有消费者提出退货和索赔要求。

"Cheated" rainbow: overseas

On March 5th, the newspaper published the preaching of shenzhen in the United States was huge swindle changhong decieved, could be up to hundreds of millions of ". In the United States, changhong encountered in the huge swindle news spread very quickly, seems to have become an indisputable fact, reported changhong deceived already stirred the moftec. This newspaper reporter has made many things, the feeling that has been confirmed. In spite of the long night on a series of public relations, the crisis of "shenzhen business daily reported no real" a "clear", but the crisis comes, let people unprepared.

6 just one hour, opening sichuan changhong will suffer sudden huge sell-off, share the stage, to the closing price, clinch a deal 4.22% fell more than 2,600 million, even the grail. After several days, every domestic media began to "in the United States was huge swindle changhong various angles of events, forming a one-sided tracking report.

长虹：海外“受骗”风波

3月5日，《深圳商报》刊载《传长虹在美国遭巨额诈骗，受骗金额可能高达数亿》一文。文章称，长虹在美国遭遇巨额诈骗的消息在业内传播甚盛，似乎已成为不争的事实，报道称长虹受骗已惊动了外经贸部。该报记者对此传闻还进行了多方求证，感觉事态确已严重。尽管在当晚长虹进行一系列的危机公关，对《深圳商报》的“报道不实”进行了“澄清”，但危机还是来了，让人措手不及。

6日股市开盘刚一个小时，四川长虹就遭受了突如其来的巨量抛售，股价上演高台跳水，到收盘时股价下跌4.22%，成交2600多万，甚至影响了大盘的走势。此后数天内，国内各媒体开始对“长虹在美国遭巨额诈骗”事件的各种角度的追踪报道，形成一边倒的声音。

Fuji: "smuggling" scandal

In 2003, the "on" Fuji smuggled in urban circulated rumours and more by the media exposure, focus and more focused on zhuhai's families. Fuji has to answer, only a silence "and" statement

of oneself have nothing to do more shows its great escape China media and public opinion supervision, tried to smooth. But in the media relations, Fuji is more "said", trying to make the media.

"Fuji smuggling" scandal by peer is inflexible. Kodak global vice President declared for zhuhai's families, kodak "grey" early, zhuhai's division hear before the standard operation "hurt kodak. Lucky film also expressed "extremely dissatisfied", and have collected about true of offending material ", "and report to the state economic and trade commission. "In our opinion, with China photography is the Fuji." "Hong Kong photographic participation to commit smuggling, Fuji!" Fuji became the target.

For Fuji anti-smuggling events, Fuji (China), deputy general manager Mr Koizumi airox both Fuji headquarters still Fuji (China), have never give zhuhai's families that penny. Actually, zhuhai's families with only about suing Fuji agent. The rumours about "smuggling" without any relationship with Fuji company.

But in China, according to a survey of photography, but have a dozen under the name "Fuji". Fuji, should adopt emergency strategy and strive to quell public crisis crises, with years of painstaking efforts to keep their market in China. But unfortunately, the anti-smuggling is an open secret, under the premise of Fuji was not taken any crisis management strategy, but in zhuhai's families, simply put his ally McBeal after pushing the shirts.

富士：“走私”丑闻

2003年关于“富士走私”的传闻在坊间流传，而后更被传媒曝光，问题的焦点又更多的集中在珠海真科身上。富士一直以沉默作答，仅有的一份“与自己无关”的声明更显示出其大有逃避中国媒体和舆论的监督，企图蒙混过关之意。而在媒体公关上，富士更多的是“义正严词”，试图使媒体屈服。

“富士走私”丑闻更是遭到同行诟病。柯达全球副总裁对外宣称：柯达对珠海真科的“灰色行为”早就有所耳闻，珠海真科以前的“不规范运作”伤害了柯达。乐凯也表达了“极为不满”的情绪，并早就收集了有关真科的“违规资料”，并上报国家经贸委。“在我们看来，富士与中港照相本来就是一家。”“中港照相参与走私，富士难脱干系！”富士成为了众矢之的。

对于富士涉嫌走私事件，富士(中国)副总经理小泉雅士称，无论是富士总部还是富士(中国)，都从来没有给珠海真科投过一分钱。实际上珠海真科只与富士总社的代理商有关。有关“走私”的传闻与富士公司无任何瓜葛。

可调查表明，在中港照相的旗下，竟有十几家“富士”名号的公司。富士，本该紧急采取危机公关战略，力争平息危机，以保住自己苦心经营多年的中国市场。可是令人遗憾的是，在其涉嫌走私已经是公开的秘密的前提下，富士居然未采取任何危机公关策略，而是在珠海真科东窗事发后，干脆把自己推了个一干二净。

McDonald's: "including" events

On July 12, two in guangzhou consumers to McDonald meal, found that the tea is extremely strong point of disinfectant. On-site interpretation, vice manager is probably due to store clerk had big pot to boil water, not after cleaning the disinfection disinfection water caused by residual of the qing dynasty. Both consumers and sell when relevant personnel will compensate for problems such as the theory and dispute after more than two hours to arrive scene manager and supervision. Even in industrial and commercial bureau staff rushed to the scene mediation nearly an hour after the final still to be broke down, and consumers.

After a week, "the statement released McDonald's short, with main text events and emphasized the consumer's media, that McDonald's always strictly abide by relevant government departments of food safety regulations and requirements, and all that McDonald's each product is high quality, safe and healthy. The statement did not mention any negligence, the oneself how to strengthen the management to consumers, or apologize more no specific solutions to things. The media has reported that many consumer and McDonald's and reconciliation, but both sides of reconciliation content confidential.

Previous 5 months a Beijing's already happened when drinks the disinfectant offers consumers. The victim was that "the reply is particularly bad attitude, even the least medical they don't want to out with the manager. What I said, now is the special period, their pressure, hope I can allow for her." Problems are resolved, consumers seek media complaints.

麦当劳：“消毒水”事件

7月12日，广州两消费者到麦当劳用餐，发现所点的红茶有极浓的消毒水味道。现场副经理解释，原因可能是由于店员前一天对店里烧开水的大壶进行消毒清洗后，未把残余的消毒水排清所致。两消费者与卖当劳相关人员就赔偿等问题理论和争执长达两个多小时之后店长和督导才到达现场。甚至在工商局工作人员赶到现场调停近一个小时后最终仍以破裂收场，消费者愤然报警。

一周后，麦当劳发表简短《声明》，用主要文字描述事件过程并一再强调两位消费者是媒体记者，同时声明麦当劳一向严格遵守政府有关部门对食品安全的所有规定和要求，并保证麦当劳提供的每一项产品都是高质量的、安全的、有益健康的。整个声明没有提及自己的任何过失、该如何加强管理或向消费者表示歉意，更没有具体的解决事情的办法。经媒体多方报道，历经半月麦当劳和消费者达成和解，但双方对和解内容保密。

此前的5月麦当劳某北京分店已发生过把消毒水当饮料提供给消费者的事情。当时受害者得到的回复是“没想到他们的态度特别不好，连最起码的医药费他们都不愿意出。店长还跟我说什么，现在是特殊时期，他们的压力特别大，希望我能体谅她”。问题得不到解决，消费者寻求媒体投诉。

SONY TV: "recalled.

At the end of July, SONY (China) has issued a "SONY TV user notification of letter says, because of SONY has ten terry exquisite television parts are defective, they will be in 34 million Japanese

recall" beautiful exquisite "television. This is the SONY announced earlier in the global recalled 1.8 million Vaio laptop computers and one for the quality and provide product free maintenance of large events. In the Chinese market, SONY and no sales above 10 types of TV, but in January 1998-1999, SONY between June production in China's small and six inches color also use this type capacitor. If Chinese users found above the SONY TV appear similar models, SONY in China will be responsible for customer service organizations provide "proper inspection and maintenance service", "as a result of any inconvenience brought to you, we express our sincere apologies.

SONY彩电：“召回”风波

7月底，索尼(中国)公司发布了一则《致索尼彩电用户的通知》函称，由于索尼有10款特丽珑电视机的零件有瑕疵，它们将在日本召回34万台“特丽珑”电视机。这是继索尼该月早些时候宣布在全球召回1.8万台Vaio笔记本电脑后又一因质量问题而大批量提供产品免费维修的事件。在中国市场，索尼公司并没有销售以上10个型号的彩电，但是在1998年1月至1999年6月间，索尼在中国生产的少量21英寸彩电有6种型号也使用了该类电容器件。如有中国用户发现以上型号的索尼彩电出现类似情况，索尼在华顾客服务机构将会负责提供“恰当的检查及维修服务”，“如因此为您带来任何不便，我们表示真诚的歉意”。