In the case of frequent medical and food safety accidents, pharmaceutical and food companies face a serious crisis of confidence. How to use public relations methods to resolve the crisis, reshape the image, and open up the market have become important issues that these companies must face.
Since 2002, the state stipulated that prescription drugs could not be advertised in the mass media, and pharmaceutical companies would use their energy in non-prescription drugs. Overwhelming advertisements flooded the major TVs, newspapers, and advertisements or some overstated advertisements were commonplace. Companies have invited celebrities from all walks of life to serve as their spokespersons. A period of tens of seconds for drug advertisements lasts for tens of minutes. Novel forms of advertising emerge in an endless stream, but at the same time the common people’s hearts are also puzzled. Is there really so much special medicine? Are those drugs really safe and completely toxic and have no side effects?
Oriental Wealth Mobile stock software some flesh flee will certainly regret the sudden skyrocketing is likely to unexpectedly gossip gospel of the shareholders: the stock has been saved! The advent of flooding advertisements is that consumers are faced with diseases that require treatment, and they face the dilemma of a wide variety of “special effects†medicines. Over time, consumers have developed a sense of distrust in these true and false propaganda, which in turn has compromised the reputation of the corresponding pharmaceutical companies. Once reputation is damaged, if the remedial measures cannot be taken promptly, the consequences will be unthinkable. Caused a crisis of trust in pharmaceutical companies. In addition to ensuring that medicines are genuine, superb public relations techniques are used as a means to maintain and restore the reputation of enterprises, and naturally, more and more pharmaceutical companies are paying attention.
To evade responsibility will only complicate the issue. Public relations have six basic characteristics: target the public; reputation as the goal; reciprocity as the principle; long-term as the guideline; honesty as the creed; and communication as the means.
As a typical case of crisis public relations, the “Taylor Capsule†incident of Johnson & Johnson in the US gives people more thoughts and reflects the application of the above six characteristics.
"Taylor Capsule" is an American pain relief capsule produced by Johnson & Johnson. It controls 35% of the adult painkiller market in the United States. Its annual sales amount to 450 million US dollars, accounting for 15% of the company's total profit. In September 1982, local American media reported that someone in the Chicago area had died of cyanide poisoning because of taking "Taylor capsule" painkillers. In the United States, 25 people died or became ill due to cyanide poisoning. The spread of these messages caused a great deal of panic among consumers who took "Taylor Capsules." Polls showed that 94% of drug users indicated that they would no longer take this drug in the future. As a result, Johnson & Johnson in the US is facing a huge crisis of life and death. In fact, the tests performed on the collected 8 million Tyler capsules only revealed that 75 of the capsules in the Chicago area were contaminated with cyanide. However, in the face of this severe situation, the company urgently adopted the following public relations measures.
First, the seven-person committee headed by the chairman of the company was quickly established. A deputy general manager in charge of public relations participated in the study of the crisis public relations countermeasures. Secondly, after research, it decided resolutely to recover all the value of nearly US$100 million within the United States. “Taylor Capsules†cost US$500,000 to inform hospitals, doctors, and distributors to stop using them. In addition, they work closely with the media to disseminate all kinds of real news quickly. They also actively cooperate with the US public and the US Food and Drug Administration’s investigation. , Sampling Tyler capsules collected nationwide within 5 days and publicizing the inspection results.
After the "Taylor Capsule" incident, the U.S. government and the Chicago Local Bureau issued new regulations for the safe packaging of drugs. The company seized this opportunity to conduct public relations planning to return to the market, and designed a new type of anti-pollution packaging for "Taylor Capsule" painkillers, and re-introduced the product to the market.
Looking back at the entire process, the calmness and decisiveness Johnson & Johnson showed in the face of the crisis is worth learning from. Through social public relations, the company adhered to its own creed, "the public and the consumer's interest first," and did not hesitate to make significant sacrifices to show consumer health concerns and high sense of responsibility, and was praised by public opinion.
From the above cases, it can be seen that when the crisis comes, avoidance will only complicate the problem, and only when it is frankly and actively taken measures will it be the correct way of public relations. Proficiency in all kinds of public relations techniques, and the use of appropriate public relations tools is one of the important ways to help companies overcome difficulties and return to life.
Cracking down on the "blacklist" after the brand predicament The development of public relations in the field of pharmaceuticals is accompanied by the continuous development of society and the importance of public relations undertakings is increasingly evident. China International Public Relations Association statistics show that as of 2009, the domestic PR market exceeded 17 billion yuan. With the continuous improvement of people's health awareness, the pharmaceutical industry has ushered in the rapid development of the spring, China's registered pharmaceutical companies have reached more than 7,000. For some time, with the frequent exposure of “drug blacklistsâ€, industry supervision of medical advertisements has become more and more stringent, and pharmaceutical advertising has also encountered consumers’ “confidence crisisâ€. Therefore, PR marketing has increasingly become a potent brand for pharmaceutical companies. arms.
The marketing community has a classic saying: “Advertising is not as good as doing news, doing news is better than doing public welfareâ€, and it profoundly expresses the highest realm of brand communication, namely public relations marketing. In fact, the public relations activities of pharmaceutical companies in many cases are aimed at PR marketing. Public relations marketing can establish a good image of pharmaceutical companies, lay a good foundation for market development; can create a corporate culture of pharmaceutical companies, and enhance corporate cohesion; can gain value-added effects such as media campaigns and the development of government relations resources.
At present, the concept of brand promotion of many pharmaceutical companies in China has undergone great changes, and has entered the era of integrated marketing and communication of advertising and public relations cooperation. However, there is still a lack of initiative in the use of public relations marketing, lack of attention to media strength, and lack of certainty. The right time and other errors. With the decrease of the power of pharmaceutical advertising, public relations marketing will become an important strategy and means for pharmaceutical companies to break through the difficulties of brand communication. The author believes that good public relations marketing should pay attention to the following points:
The first is to pay attention to it from a strategic perspective. Pharmaceutical companies should incorporate PR marketing into their corporate development strategy as part of the company's strategy and become a long-term strategy for the company, not just an event or donation. Many multinational companies use public relations marketing as a long-term business strategy. They have continued to invest in public welfare activities in a planned and systematic manner. Naturally, they have received high recognition and sustained attention from the government and the media. The brand reputation has also been continuously accumulating.
The second is to grasp the five links of credibility, relevance, transmission and attraction, and operation. Public relations marketing without credibility is difficult to establish a bond of trust with consumers, and it is naturally impossible to achieve the purpose of PR marketing; PR marketing with a lack of relevance tends to deviate from the brand's core value, so that consumers do not know what brand represents in the end; The degree of PR marketing is "unsung heroes". It can only be "good for the society and not beneficial to the enterprise" and cannot achieve a win-win situation for both society and enterprises. Unattractive public relations marketing can hardly give a deep impression, and naturally it cannot make any effort; Public relations marketing is difficult to achieve the desired effect, can only be on paper.
The third is strategy first. Public relations marketing must grasp the five links of credibility, relevance, communication and attraction, and operation. They must be prepared, strategies must be followed, and unpreparedness must be avoided. Companies should plan carefully and carefully to consider every step of the entire PR marketing process.
All in all, only by planning well and preparing enough can we achieve good results and successfully establish a good public relationship to provide good support and services for the healthy development of pharmaceutical companies.
Since 2002, the state stipulated that prescription drugs could not be advertised in the mass media, and pharmaceutical companies would use their energy in non-prescription drugs. Overwhelming advertisements flooded the major TVs, newspapers, and advertisements or some overstated advertisements were commonplace. Companies have invited celebrities from all walks of life to serve as their spokespersons. A period of tens of seconds for drug advertisements lasts for tens of minutes. Novel forms of advertising emerge in an endless stream, but at the same time the common people’s hearts are also puzzled. Is there really so much special medicine? Are those drugs really safe and completely toxic and have no side effects?
Oriental Wealth Mobile stock software some flesh flee will certainly regret the sudden skyrocketing is likely to unexpectedly gossip gospel of the shareholders: the stock has been saved! The advent of flooding advertisements is that consumers are faced with diseases that require treatment, and they face the dilemma of a wide variety of “special effects†medicines. Over time, consumers have developed a sense of distrust in these true and false propaganda, which in turn has compromised the reputation of the corresponding pharmaceutical companies. Once reputation is damaged, if the remedial measures cannot be taken promptly, the consequences will be unthinkable. Caused a crisis of trust in pharmaceutical companies. In addition to ensuring that medicines are genuine, superb public relations techniques are used as a means to maintain and restore the reputation of enterprises, and naturally, more and more pharmaceutical companies are paying attention.
To evade responsibility will only complicate the issue. Public relations have six basic characteristics: target the public; reputation as the goal; reciprocity as the principle; long-term as the guideline; honesty as the creed; and communication as the means.
As a typical case of crisis public relations, the “Taylor Capsule†incident of Johnson & Johnson in the US gives people more thoughts and reflects the application of the above six characteristics.
"Taylor Capsule" is an American pain relief capsule produced by Johnson & Johnson. It controls 35% of the adult painkiller market in the United States. Its annual sales amount to 450 million US dollars, accounting for 15% of the company's total profit. In September 1982, local American media reported that someone in the Chicago area had died of cyanide poisoning because of taking "Taylor capsule" painkillers. In the United States, 25 people died or became ill due to cyanide poisoning. The spread of these messages caused a great deal of panic among consumers who took "Taylor Capsules." Polls showed that 94% of drug users indicated that they would no longer take this drug in the future. As a result, Johnson & Johnson in the US is facing a huge crisis of life and death. In fact, the tests performed on the collected 8 million Tyler capsules only revealed that 75 of the capsules in the Chicago area were contaminated with cyanide. However, in the face of this severe situation, the company urgently adopted the following public relations measures.
First, the seven-person committee headed by the chairman of the company was quickly established. A deputy general manager in charge of public relations participated in the study of the crisis public relations countermeasures. Secondly, after research, it decided resolutely to recover all the value of nearly US$100 million within the United States. “Taylor Capsules†cost US$500,000 to inform hospitals, doctors, and distributors to stop using them. In addition, they work closely with the media to disseminate all kinds of real news quickly. They also actively cooperate with the US public and the US Food and Drug Administration’s investigation. , Sampling Tyler capsules collected nationwide within 5 days and publicizing the inspection results.
After the "Taylor Capsule" incident, the U.S. government and the Chicago Local Bureau issued new regulations for the safe packaging of drugs. The company seized this opportunity to conduct public relations planning to return to the market, and designed a new type of anti-pollution packaging for "Taylor Capsule" painkillers, and re-introduced the product to the market.
Looking back at the entire process, the calmness and decisiveness Johnson & Johnson showed in the face of the crisis is worth learning from. Through social public relations, the company adhered to its own creed, "the public and the consumer's interest first," and did not hesitate to make significant sacrifices to show consumer health concerns and high sense of responsibility, and was praised by public opinion.
From the above cases, it can be seen that when the crisis comes, avoidance will only complicate the problem, and only when it is frankly and actively taken measures will it be the correct way of public relations. Proficiency in all kinds of public relations techniques, and the use of appropriate public relations tools is one of the important ways to help companies overcome difficulties and return to life.
Cracking down on the "blacklist" after the brand predicament The development of public relations in the field of pharmaceuticals is accompanied by the continuous development of society and the importance of public relations undertakings is increasingly evident. China International Public Relations Association statistics show that as of 2009, the domestic PR market exceeded 17 billion yuan. With the continuous improvement of people's health awareness, the pharmaceutical industry has ushered in the rapid development of the spring, China's registered pharmaceutical companies have reached more than 7,000. For some time, with the frequent exposure of “drug blacklistsâ€, industry supervision of medical advertisements has become more and more stringent, and pharmaceutical advertising has also encountered consumers’ “confidence crisisâ€. Therefore, PR marketing has increasingly become a potent brand for pharmaceutical companies. arms.
The marketing community has a classic saying: “Advertising is not as good as doing news, doing news is better than doing public welfareâ€, and it profoundly expresses the highest realm of brand communication, namely public relations marketing. In fact, the public relations activities of pharmaceutical companies in many cases are aimed at PR marketing. Public relations marketing can establish a good image of pharmaceutical companies, lay a good foundation for market development; can create a corporate culture of pharmaceutical companies, and enhance corporate cohesion; can gain value-added effects such as media campaigns and the development of government relations resources.
At present, the concept of brand promotion of many pharmaceutical companies in China has undergone great changes, and has entered the era of integrated marketing and communication of advertising and public relations cooperation. However, there is still a lack of initiative in the use of public relations marketing, lack of attention to media strength, and lack of certainty. The right time and other errors. With the decrease of the power of pharmaceutical advertising, public relations marketing will become an important strategy and means for pharmaceutical companies to break through the difficulties of brand communication. The author believes that good public relations marketing should pay attention to the following points:
The first is to pay attention to it from a strategic perspective. Pharmaceutical companies should incorporate PR marketing into their corporate development strategy as part of the company's strategy and become a long-term strategy for the company, not just an event or donation. Many multinational companies use public relations marketing as a long-term business strategy. They have continued to invest in public welfare activities in a planned and systematic manner. Naturally, they have received high recognition and sustained attention from the government and the media. The brand reputation has also been continuously accumulating.
The second is to grasp the five links of credibility, relevance, transmission and attraction, and operation. Public relations marketing without credibility is difficult to establish a bond of trust with consumers, and it is naturally impossible to achieve the purpose of PR marketing; PR marketing with a lack of relevance tends to deviate from the brand's core value, so that consumers do not know what brand represents in the end; The degree of PR marketing is "unsung heroes". It can only be "good for the society and not beneficial to the enterprise" and cannot achieve a win-win situation for both society and enterprises. Unattractive public relations marketing can hardly give a deep impression, and naturally it cannot make any effort; Public relations marketing is difficult to achieve the desired effect, can only be on paper.
The third is strategy first. Public relations marketing must grasp the five links of credibility, relevance, communication and attraction, and operation. They must be prepared, strategies must be followed, and unpreparedness must be avoided. Companies should plan carefully and carefully to consider every step of the entire PR marketing process.
All in all, only by planning well and preparing enough can we achieve good results and successfully establish a good public relationship to provide good support and services for the healthy development of pharmaceutical companies.
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