英国dissertation范文：如何应对文化冲突下的广告危机公关Cultural Conflict advertising communication crisis PR

Different nationalities, countries and regions have different social and cultural backgrounds . Because of differences in lifestyle , educational level differences , religious beliefs and customs of differences, and aesthetic values ​​and other differences , the advertising directly affect people in different cognitive psychology , psychological . Therefore, advertising operators faced with the cultural conflict requires the use of advertising public relations crisis to respect it , adapt it and make the best use through effective communication , to reverse any negative image, establish a good social image and products to care to develop advertising market , and seek their own development.
不一样人的共同体、国度和地区，有着不一样的社会形态文化环境。因为生存形式的差别，教育程度的差别，宗教崇奉惠风俗习性的差别，以及价值观念和领会艺术品的美观念等方面的差别，直接影响到许多人对广告的不一样认贴心理、接纳心理。

First, the cultural differences in conflict-affected advertising psychology
一、文化冲突影响广告心理的差别

Panda is popular in many countries in the world , but in the Muslim kingdom is avoid things ; Britain and Japan regard the crane as a symbol of longevity , but the Frenchman stupid people treat it as a symbol or an adulteress ; many countries considered ugly turtle , while the Japanese confused it as longevity and good fortune . These examples show that the same thing may be different with different ethnic understanding , and thus constitutes a conflict between national culture .
熊猫在天底下众多国度受热烈欢迎，不过在信奉清真教的国家却是忌物；英国和东洋都把仙鹤作为长命的象征，不过法国人却把它看成是蠢汉还是淫妇的象征；众多国度觉得乌龟丑恶无比，而东洋人却把它当做长命和吉祥。

By the same token , in the cultural conflict between your audience , the advertising will generate the corresponding identity is inconsistent , the formation of ad psychological differences , acceptance will be presented along with a huge difference.

On the one hand , heterogeneous cultural contradictions and conflicts constitute a public relations crisis induced by advertising an important factor . Culture has a distinct national identity , especially as a cultural and psychological aspects of the theoretical level of political culture , values, religion and other factors, exclusivity, has been the impact of the crisis public relations advertising underlying factors . "Toyota ad incident" was produced based on this factor . It originated in the 2004 end of the year Toyota made ​​two advertisements, one of which is overbearing advertising : an overbearing car parked in the two stone lions , before a stone lions raised right paw to do a salute , another stone lions bow down , the background is high-rise buildings , with plans slogan is " high-handed, you have to respect " ; secondly to " Toyota Land cruiser " Ad : the car in the snow on the plateau to drag a green rope made ​​large trucks, shooting address in Hoh Xil . Users in Sina Auto Channel , tom and other sites of speech , pointed out that the lion is the totem of the United Kingdom , have on behalf of the United Kingdom of Italy, and the green truck is representative of the British military , so that Toyota's two ad insult British feelings, hurt people's self-esteem , and generates a lot of hate speech . This ignores the cultural conflict advertisers are not unrelated .
On the other hand , the cultural conservative , closed and exclusive, of the difficulty of solving advertising public relations crisis . Once infected culture and public relations crisis , the conflicting parties according to their scale of values ​​will be the standard of cultural conflict and understanding and judgment, so that the product market competition and consumers sublimation and internalized as sacred cultural pursuits, in reality, the conflict lost their room for compromise and concession , through communication greatly increased the difficulty of solving advertising public relations crisis .

Second, create an ad crisis early warning and emergency handling systems

Public relations crisis means that when companies encounter trust, or a job crisis generated image of mistakes , the enterprise through a series of activities to get the public's understanding of forgiveness , and thus influence a work ... to restore .

Ad operations processes are generally advertising company or enterprise marketing creative production, by the vice president of enterprise marketing director or executive approval . As the person in charge of corporate marketing usually work more cumbersome, and less on the details of the ad scrutiny ; rather ad filmmakers often give the impression that the pursuit of a strong visual impact and ideas , rather than to consider other than the issue of cultural conflict factors are not considered , so the creative process is often pondering some of the shock exaggerated expression, when the advertisement is published, bringing the crisis .

Business investment , advertising , its purpose is to enhance its brand value and sales market expansion. However, when the crisis comes, for enterprises, is the brand trusted facing a severe test and challenge , handled properly , it has withstood the test of the crisis will be an episode , a story , a conversation, but will increase the spread of product advertising effectiveness and consumer brand trust ; Conversely, companies and brands are suffered a crisis of confidence , threatening the survival of businesses and brands .

How to effectively avoid and handle unexpected crises advertising , which is the corporate and advertising companies often need to face problems. Solve this problem , you need to establish long-term advertising crisis early warning and emergency handling system . Cultural conflict early warning system is to solve the crisis in the next ad active safety systems , that is, advertising companies and advertising agencies to establish procedures for approving and overseeing production of broadcast , dug from their own body hidden advertising crisis . Emergency treatment system is to solve the crisis under the cultural clash advertising passive safety systems , is the business of advertising and advertising companies to establish treatment after the crisis team coordination to resolve advertising, media , the contradictory relationship between the audience .
Establish and improve the early warning system is to establish corporate branding certification agencies, including advertising for business promotion information for unified management , and have special departments or personnel to collect , analyze and use of early warning information , and actively consider the cultural conflict other factors , always beware of hidden advertising crisis . Small businesses can hire some consultants or industry experts , some of the major enterprise promotion strategies and means checking supervision, not only to avoid some minor errors , but also can improve the effect of publicity .

Establish emergency treatment system is to create unexpected advertising crisis RESPONSE TEAMS - crisis PR team , usually by members of corporate public relations and corporate senior leadership crisis involving direct components. The crisis appears to be the first time to tease out the most suitable set of crises - feedback processing mechanism, a clear and specific crisis PR team spokesman .

Facing the advertising crisis , crisis public relations team first need to have several conditions: a keen public relations staff . Crisis communications team members must first have a keen insight into the media , know the root cause of cultural conflict , and good functioning media , manufacturing news .

Good media relations . Weekdays and media companies to establish a good relationship , it appears in the advertising crisis public relations in order to take advantage of the power of the media to reverse the crisis . Government resources. The credibility of government resources and coordination with strong force , in the face of cultural conflict can help in times of crisis is a key strength.

Public relations firm guidance. If the company issues the first three conditions exist , it must rely on the company's public relations professional public relations resources to resolve the crisis , even if the enterprise has the first three conditions , it's best to listen to the public relations expert advice.

Addressing cultural conflict, crisis PR advertising methods , from the following aspects:
Make full use of media resources and joint industry or government . Since the public greatly influenced by the media , therefore , crisis public relations is largely made ​​for the media . So when a crisis arise, the most immediate need is allowed to use their media resources to remain silent . Government's image will always be the people most believe . If there is some crisis is very tough, you can try and government open and fair manner , to let the government out of show business minds .
Find the source of cultural conflict . Deal with the burgeoning crisis in the same way , when the crisis was in full swing , it is still the way from finding the source of cultural conflict began . Because the process of looking for the source of a direct impact on your decision making process. Dare to analyze yourself, the courage to admit mistakes. Face of the crisis , Toyota Company "hegemony advertising" and "Toyota Land Cruiser " processing reflects the crisis of the normative and comprehensive . First, to ? Xiao Fei who apologized and explained the subjective nature without fault . High standard of leadership in convening the news media for discussion, and sound constantly throughout the apology , but also through the media to UK consumers apology, and in a timely manner no fault of subjective expression . This has been achieved in the emotional understanding of the media and the public as possible. Secondly, stop immediately Advertising . This prevents advertising to further expand the scope of radiation , but also reflects the Toyota " rectifies that change" words are sincere. Third, but not shirk responsibility initiative contract . "We are advertisers, we have to be responsible ." Do not put the blame on advertising service providers , this PR is convincing . Fourth, to submit the case to the business sector description , but also reflects a wider range of Toyota proactively seek ways to solve the problem .

Third, the crisis public relations success measures

How to evaluate the success of this public relations crisis ? Successful crisis management should be the first brand damage recovery. Target customers restore confidence in the brand , allowing customers to continue to buy branded products , maintaining brand integrity, even through the crisis storm, attract more people's attention , bring more product sales , enhance brand value. Second fastest recovery should be based on the marketing order to minimize economic losses and overcome difficulties. Successful public relations crisis public relations is the ultimate criterion for measuring the effect .

1 . Eliminate negative effects. The negative effects of the crisis is reflected in two aspects: one is physical or mental abuse of consumers "harm" ; the other is a crisis of enterprises, economic losses seem to be calculated and for the brand of " harm " is invisible the . Brand accumulation is not easy , but there may be destroyed overnight . Therefore, as soon as possible to repair damaged brand, re- polish brand, is to eliminate the negative effects of critical evaluation .

2 , stop the decline in product sales . Crisis caused economic losses to the enterprise by many factors, such as product sales blocked , seizure and destruction of the products in question , the channel compensation , consumer claims , etc., but the product sales blocked is the core factor causing economic losses , enterprises should actively take measures to curb sales decline.

3 . Minimize the loss of the economy . Despite the economic losses in the crisis is inevitable , but it can through a variety of efforts to reduce economic losses, which is critical. May take the following measures: First, as soon as possible to resolve the crisis ; Second, as soon as possible substitutes or qualified products, so that the target customer base as little loss ; Three is to find ways to turn crisis into opportunity, take the opportunity to upgrade.

4 . Product innovation. There are two meanings : the first layer is the meaning of the products in question is an individual phenomenon, then put on the market as well as consumers of the products in question fully recovered destruction ; second meaning is the product itself ( in particular, technical, technological aspects ) there is problem , it will only go to research and development of new products, product substitution , and quickly put on the market .

5 . Order to establish public relations crisis . Crisis coming , for enterprises, but also a "training " opportunity, of course, this is only the optimistic interpretation of crises . Maybe the crisis is not terrible , terrible is the enterprise after the crisis do not reflect on the experience , do not wake up, no rectification. Only through the crisis , with a full set of crisis public relations order, and get really improved, constitutes a crisis public relations draw a successful conclusion. Crisis of the key cultural conflict is essentially PR News , PR News understood the importance for brand communication . Internationally renowned brand steward Ogilvy believes that the brand is mainly constituted by the six major assets : product , image, goodwill , customers , channels, and vision. And it 's 360 degree brand management, is to engage with consumers at various points promotional corporate or product brand. Cultural conflicts, PR News plays a key role role as an important means of brand communication , PR News takes full advantage of its information dissemination of authoritative , impartial , objective, multi-angle to defuse the crisis , they also raised some degree of corporate brand value.