公共關(guān)系之 應(yīng)對(duì)負(fù)面報(bào)道　Dealing with Bad Publicity

公共關(guān)系之 應(yīng)對(duì)負(fù)面報(bào)道　Dealing with Bad Publicity

媒體的負(fù)面關(guān)注（negative media attention）有時(shí)會(huì)對(duì)一個(gè)企業(yè)的形象和公眾關(guān)系造成致命的（fatal）影響。企業(yè)這時(shí)需要良好的心理素質(zhì)和審時(shí)度勢(shì)的能力，想方設(shè)法在強(qiáng)大的輿論壓力下突出重圍，挽救企業(yè)形象。

穩(wěn)定員工情緒

事故發(fā)生后，作為管理者要盡力安撫員工的情緒，引導(dǎo)大家把注意力集中到尋求解決方法上，還要向員工說明對(duì)外統(tǒng)一口徑的重要性。

⊙We've got bad news……

我們有些壞消息……

⊙Everybody stay calm.

各位都要冷靜。

⊙Talk to the PR department before you do anything.在做任何事情前先要和公共關(guān)系部報(bào)告。

⊙Don't take any calls or make any statements until you get approval.你在得到批示前不可以接聽電話或發(fā)表任何評(píng)論。

⊙We can put a positive spin on this.

我們可以提出一個(gè)積極的回應(yīng)。

⊙Don't worry.We can make it through this.別擔(dān)心，我們一定能夠搞定。

⊙Don't let the media get you down.不要因?yàn)槊襟w的事憂郁沮喪。

⊙Stick to your guns on this one！堅(jiān)持你自己的意見。

發(fā)言人（spokesperson）

新聞發(fā)言人要具備沉著冷靜的心理素質(zhì)，要有勇氣向媒體通報(bào)壞的結(jié)果，這樣可以掌握主動(dòng)，避免被媒體深挖披露后的尷尬。

⊙How did Milonan deal with their scandal last year?

Milonan去年是如何應(yīng)對(duì)他們的丑聞的？

⊙This has the potential to come back and haunt us.這個(gè)很有可能重新出現(xiàn)來困擾我們。

⊙We need to keep an eye on this situation.我們得關(guān)注這個(gè)事態(tài)。

⊙If this escalates, we need to……

如果事情持續(xù)惡化，我們就得……

⊙We need to keep the lid on it.我們需要對(duì)此保密。

準(zhǔn)備一份新聞公告

當(dāng)緊急事件發(fā)生時(shí)，如果企業(yè)沒有及時(shí)出面澄清，公眾的猜測(cè)總是朝更糟糕的方向延伸。寫一個(gè)令人信服、立場(chǎng)鮮明的公告給媒體，無須介紹過多信息，更不要說有可能事后會(huì)反悔或收回（take back later）的話，盡可能保持鎮(zhèn)靜（stay calm），向公眾通報(bào)積極方向的變化（positive changes）。

⊙We have a prepared statement to read.我們有一份準(zhǔn)備好的聲明要公布。

⊙We regret to inform you……我很遺憾地告訴各位……

⊙We confirm rumors of……and assure the public we now have everything under control.

我們證實(shí)有關(guān)……的傳言并向公眾保證一切都已經(jīng)在掌控之中。

⊙We acknowledge that……

我們確認(rèn)……

⊙An unfortunate incident has occurred.一個(gè)不幸的意外發(fā)生了。

⊙We are currently investigating the situation.我們正在對(duì)事態(tài)進(jìn)行進(jìn)一步的了解。

使用網(wǎng)絡(luò)媒體并保證通信暢通

鑒于網(wǎng)絡(luò)強(qiáng)大的輿論導(dǎo)向作用，事故發(fā)生后，公司應(yīng)當(dāng)通過網(wǎng)頁和博客（blog）做出正面的解釋，信息渠道通暢會(huì)避免很多的猜想和誤傳。

⊙We need to get a blurb up on the website ASAP.

我們需要在網(wǎng)頁上盡快發(fā)表聲明。

⊙Put the official statement up on the web as soon as it gets signed.公告一旦被簽署就立即張貼到網(wǎng)頁上去。

尋求幫助

雇用專業(yè)的公關(guān)公司（public relations firm）或?qū)I(yè)人士來應(yīng)對(duì)較大的危機(jī)，包括產(chǎn)品召回（product recall）、員工傷亡、法律訴訟（a legal suit）等情況。

A：What are we going to do?We're ruined！

B：We're definitely in over our heads with this one. I suggest we hire a professional on this one.

A：我們?cè)撛趺崔k？我們完蛋了！

B：這次我們的處境極其困難。我建議雇一位專業(yè)人士來處理這個(gè)情況。

總結(jié)

事故發(fā)生后，面對(duì)強(qiáng)大的輿論壓力，作為企業(yè)發(fā)言人就得處變不驚，以婉轉(zhuǎn)適宜的公告來維護(hù)企業(yè)形象。作為企業(yè)，就要保證通信的暢通，穩(wěn)定員工情緒，避免外界的猜測(cè)和誤傳?？傊?，只要上下齊心，方法得當(dāng)，就一定能夠大事化小。

Words　單詞表

acknowledge承認(rèn)

approval贊成，同意

coffers（政府機(jī)構(gòu)）金庫，資金

corruption腐敗

custody拘留

embezzle盜用，挪用，侵吞

escalate逐步擴(kuò)大，不斷加劇，惡化

fatality死亡，惡性事故

fiasco可恥的失敗，尷尬的局面，慘敗

media媒體，媒介

haunt纏繞，威脅

PR（public relation）公共關(guān)系

press新聞界，新聞?dòng)浾?

refrain抑制，制止

scandal丑聞

statement公告

undoing毀滅，垮臺(tái)

violate違背，違反，侵犯

Phrases　短語表

be in over one's head處境困難

be upfront about如實(shí)公布

clear up澄清，明確

control the spin控制言論

dig into（sb's past）探究（某人的過去）

have everything under control一切在掌控中

get a blurb up發(fā)布消息

keep a lid on sth保守秘密

keep an eye on留心，關(guān)注

put a positive spin on給出積極的答復(fù)

safety record安全記錄，安全情況

safety inspection安全檢查

safety standards安全標(biāo)準(zhǔn)

sign（a document）簽署（文件）

stay calm保持冷靜/鎮(zhèn)靜

stick to one's guns堅(jiān)持到底

The lid blows off真相披露

實(shí)景對(duì)話1

A：We've got bad news……Everybody stay calm. There's been an accident in one of our factories that has resulted in 6 fatalities. We have a prepared statement to read.Management requests that all employees refrain from making any comments to the press.Don't take any calls or make any statements unless you have approval.Talk to the PR department before you do anything.

B：I knew that our safety record had the potential to come back and haunt us.

If the media gets digging into our past history with safety inspections, this is sure to be a public relations fiasco.

A：Don't worry. We can make it through this.We're already on top of it.If this escalates, we need to work overtime to clear up our safety record.

B：How did Milonan deal with their scandal last year?

A：They kept the lid on a lot of the background to the scandal, and it proved to be their undoing. That's why we're going to be upfront about our safety record.If we release the information, we can control the spin.

B：You don't think we can put a positive spin on this, do you?

A：It will be difficult, but we have to stick to our guns on this one.

C：Here's the statement, M'am.

A：“An unfortunate incident has occurred. We regret to inform you of the death of 6 employees. We acknowledge that some safety standards may have been violated by the workers, and we are currently investigating the situation.”

A：我們有些壞消息……各位請(qǐng)保持鎮(zhèn)靜。我們有一個(gè)工廠發(fā)生了事故，造成6人死亡。我們準(zhǔn)備好一份要公布的聲明。管理層要求我們所有的員工避免向媒體發(fā)表任何評(píng)論。在你得到批示前不可以接聽任何電話或做任何評(píng)論。你在做任何事情前都應(yīng)當(dāng)先和公共關(guān)系部聯(lián)系。

B：我早知道我們的安全有隱患并且會(huì)威脅到我們。如果媒體挖掘出我們?cè)诎踩珯z查方面的遺留問題，那無疑是公共關(guān)系的慘敗。

A：別著急，我們能夠搞定的。我們已經(jīng)在掌控一切了。如果局勢(shì)持續(xù)惡化，我們就需要加班加點(diǎn)來搞清楚我們的安全記錄。

B：Milonan是怎么應(yīng)對(duì)他們?nèi)ツ甑某舐劦模?

A：他們掩蓋了很多丑聞的背景信息，后來證明這是導(dǎo)致他們失敗的原因。所以我們要坦誠公布我們的安全狀況記錄。如果我們公布了信息，我們就能夠掌控言論。

B：你認(rèn)為我們沒必要給出較為積極的答復(fù)，是嗎？

A：那有點(diǎn)難，但是無論面對(duì)多大的壓力我們都要堅(jiān)持到底。

C：女士，給你公告。

A：“一個(gè)不幸的事故剛剛發(fā)生，我們非常遺憾地通告該事故造成了6名員工死亡，我們承認(rèn)是由于工人違反安全標(biāo)準(zhǔn)要求而釀成慘劇，現(xiàn)在我們正對(duì)情況展開深入調(diào)查。”

實(shí)景對(duì)話2

A：Here's the message that's about to go out to the press.“We confirm rumours of wrong doings by our CEO and Board of Directors. The individuals involved have been taken into custody.We assure the public we now have everything under control.”We need to get a blurb up on the website ASAP.Put the official statement up on the web as soon as it gets signed.

B：Don't let the media get you down. We can make it through this.

A：The CEO embezzling millions of dollars from company coffers?I never imagined it would go as deep as it has.

B：That's not the end of it, either. It seems there may also be some corruption going on in production as well. We need to keep an eye on that situation and be prepared if the lid blows off.

A：The CEO, the board of directors, and now the production department?

What are we going to do?We're ruined！

B：We're definitely in over our heads with this one. I suggest we hire a professional on this one.

A：這是要發(fā)給新聞界的信息?！拔覀冏C實(shí)有關(guān)行政總裁和董事會(huì)存在違法行為的傳言，相關(guān)涉案人員已被警方拘捕。我們向公眾確認(rèn)形勢(shì)已經(jīng)在我們掌控之中?！蔽覀冃枰诰W(wǎng)頁上盡快發(fā)表聲明。公告一旦被簽署就立刻張貼在網(wǎng)頁上。

B：不要因?yàn)槊襟w的事憂郁悲傷。我們一定能闖過這一關(guān)。

A：行政總裁從公司資金中貪污了數(shù)百萬美元？我無法想象怎么會(huì)那么嚴(yán)重。

B：這還不是全部?？瓷先ズ孟裨谏a(chǎn)環(huán)節(jié)也存在腐敗。我們得關(guān)注事態(tài)，做好真相被揭露的準(zhǔn)備。

A：行政總裁、董事會(huì)還有現(xiàn)在的生產(chǎn)部？我們?cè)撛趺崔k啊？我們完蛋了！

B：這次我們的處境極其困難。我建議聘請(qǐng)一位專業(yè)人士來處理這個(gè)情況。