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问题沟通策略
书籍

问题沟通策略

问题管理是化解危机和保护品牌的关键

Kogan Page, 2022 more...

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关键特征

  • 综合性
  • 背景知识
  • 重要性

导读荐语

公关和沟通专家阿曼达·科尔曼(Amanda Coleman)认为,企业总会不可避免地遭遇困难或挑战,但只要掌握正确的管理技巧,就能化危机为机遇。无论哪个环节出了问题,公司负责公关和沟通的人员都应该站出来,担起责任,防止事态恶化。我们必须从基础开始学习问题管理,进而掌握相关的专业技能和知识,以更好地应对商界中不断增加的风险和挑战。

浓缩书

及早发现和处理问题,防止它们损害你的声誉。

每个企业都会遇到困难或挑战,有些困难或挑战可能会对企业的正常运作造成威胁。如果某个事件具有如下特征,可能需要及时处理:属于意外;对你的声誉产生了负面影响;对公司财产/人员产生了重大影响;事件有一个或多个亲历者;具有新闻价值;可能导致误解;引发了不良反响(如冒犯到了公众);涉及公平公正等。提高管理此类事件的水平将有助于增强内外部对企业的信心和信任。但是,如果处理不当(如言行不一致),则会破坏人们的信心和信任。此外,一些看起来很小的问题也可能会因蝴蝶效应而在未来产生重大的影响。

一般来说,问题主要出现在以下六个方面:产品、人员、政策、财务、观感(指人们对你的产品和企业的看法、认知)和环境(与业务相关的内外部环境)。出现问题时,沟通可发挥重要作用。团队中的沟通者是问题的解决者,他们在权责范围内迅速做出反应,以减少问题带来的负面影响。同时,他们必须用事实说话,向高管解释事件和问题的潜在影响。

在领导层的支持下,为负责沟通的员工提供问题管理指南。

领导者必须支持沟通人员突破工作界限,参与讨论,为危机处理和业务发展建言献策。他们必须授权沟通者充当战略顾问,负责解决问题,避免事态进一步恶化。领导者必须选择最适合公司的沟通方案,如:将沟通工作外包;组建内部团队;组建快速或联合响应团队;或采用比较轻松的方式逐个解决问题,个人先与管理层沟通,然后再讨论解决方案(这种方法特别适用于问题较少或团队规模较小的情况)。所有部门必须通力合作,建立明确的工作汇报体系,以快速、有序地应对挑战。

关于作者

阿曼达·科尔曼(Amanda Coleman)是公关和沟通专家,是《危机沟通策略》(Crisis Communication Strategies)一书的作者。


恭喜你又学完了一篇干货!复述、评论及做笔记是对知识最大的致敬↓

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