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Reputation Management and Dealing with Media Yao Lixin

Reputation Management and Dealing with Media Yao Lixin Director of Organization and Communication Department, RCSC Sept. 5 th , 201 3.

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Reputation Management and Dealing with Media Yao Lixin

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  1. Reputation Management and Dealing with Media Yao Lixin Director of Organization and Communication Department, RCSC Sept. 5th, 2013

  2. The reputation of RCSC represents general recognition and appraisal of stakeholders on RCSC’s long-term work and performance, including awareness, reputation and credibility.

  3. Reputation management of RCSC: Establish, maintain and develop good reputation, mitigate and eliminate reputation risks. Good reputation is RCSC’s core competitiveness.

  4. 1. Advance agenda setting in media reports From Red Cross Agenda, to Media Agenda, and then to Social Agenda, Leading in Chinese humanism cause. （I）Conduct media communication, set up humanism values

  5. 2. Establishing humanism communication platform in the era of mobile Internet In Feb 2011, John Doerr , a general partner at KPCB venture capital firm (Kleiner Perkins Caufield & Byers)firstly proposed the concept of “SoLoMo”.

  6. Building SoLoMo-based humanism communication platform (1) Work with mainstream media, key news websites, commercial portal websites and mobile news media. (2) Develop RCSC’s media (RCSC News, Fraternity magazine, official website, official micro-blog, WeChat, Chinese human website, mobile app. etc.)

  7. 3. Media communication in marketing 3.0 Product-based Marketing Consumer-oriented Marketing Value-driven marketing Sell more products as possible Make the world better satisfy customer needs and retain customers Goal Motivator Information technology New technology wave Industrial revolution A large number of customers to satisfy their physiological needs How companies view the market A small customer base to pursue for sense and sensibility whole person with sense, sensibility and spirit Key marketing concepts Product development Differentiation Value Corporate mission and value Company and product positioning Corporate marketing guidelines Product technology indicators Function and sense Function, sense and spirit Functionality Value proposition

  8. Characteristics of Marketing 3.0: New media opinion configuration Horizontal trust relationships Value-driven marketing

  9. News communication in the era of marketing 3.0: Guided by culture, value export Guided by culture: RCSC cultural construction: Building core value system Theory exploration: Actively become a thought leader, enter the field of top-level media

  10. Value export Influence ideology firstly, and then behavior. Promoting humanism value through story-telling. Special reports on donor’s Red Cross stories http://gongyi.gmw.cn/jzzs.htm

  11. 4. Plan and conduct key public communication activities 2013 National Youth Red Cross Knowledge Competition http://d.youth.cn/zt/zsjc/

  12. (II) Strengthening communication and service with stakeholders Companies Government Media International organization Our common cause RCSC Citizens Social organization Donors Members Volunteers

  13. Stakeholder relationship management: Seek economically effective and innovative communication methods, establish, maintain and develop trust relationship between RCSC and social public

  14. Organize and implement communication and service activities facing for donors, volunteers, youth, members and other stakeholders. Experiential marketing: Promoting humanism through activities

  15. (III) Build and manage Red Cross brand 1. Red Cross Public Welfare Advertisement

  16. 2. Standardize the use of RCSC logo system

  17. 3. Normalize the management and cooperation of hospitals entitled Red Cross The number of hospitals entitled Red Cross

  18. Bank Card designed in line with Red Cross logo regulation 8/17/2014 27 27

  19. UnionPay/MasterCarddesigned in line with RCSC logo regulation 8/17/2014 28 28

  20. Promote distinguished figures and stories in Red Cross development, commend distinguished organizations and individuals. Guo Mingyi, Role Model of China’s Red Cross cause 4. Select brand spokesman from Red Cross cause

  21. (IV) Respond public opinion events, conduct reputation risk management Online rumor communication route: Weibo(Microblog)—>Weibo celebrities —> Online media(news websites, portal websites) —> traditional media (news, broadcasting, TV) “Guo Meimei event”: an online rumor occurred under new media environment in the period of social transformation.

  22. “Evolution” of online rumors

  23. 1. Public opinion monitoring and judgment 2. Work with government network management authorities to deal with public opinions 3. Identify reputation risks and mitigate potential risks. Reputation risk management: From end control (public opinion management) to source control (Identify and manage reputation risks)

  24. Management according to laws: the way that CRSC guards its reputation CARE 3CCOMMUNICATE CONTROL

  25. Thank You！

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