Thanks. Was XPeng really facing a crisis in the first place? Or just some disgruntled customer? Maybe it was just a “pretend crisis”, nothing more than a kind of public relations stunt. That said, it would not be how I would do public relations or marketing.
No it wasn't a crisis, it was just a story hook. The influencer they hired who happened to have "gone to the store" doesn't look very disgruntled to me...
“Good crisis work, when something actually goes wrong, is boring on camera. It is about listening, acknowledging the problem, and explaining in concrete terms what broke in the system. The company shows what has changed for everyone, not just for one person flown in on a sponsored trip. It empowers frontline staff, changes incentives and processes, and monitors whether the fixes work.”
I feel like the above kinda answers your question, no? PR is image-focused, but some brand crises cut into trust not only of customers but everyone throughout your advertising funnel. The signal here should be about your value prop. Diverting attention from that point, especially through flash and pomp that highlight the distraction, is bad.
Good PR shows that you registered the signal and have taken steps to address the underlying issues. It can be optics, but the ingredients for re-establishing trust in your value prop should be there.
I'm increasingly enjoying your coverage, videos, everything.
Xpeng's service is slow. Good cars though.
The videos have been taken down...
Maybe one day you can show us how to do crisis PR properly.
Thanks. Was XPeng really facing a crisis in the first place? Or just some disgruntled customer? Maybe it was just a “pretend crisis”, nothing more than a kind of public relations stunt. That said, it would not be how I would do public relations or marketing.
No it wasn't a crisis, it was just a story hook. The influencer they hired who happened to have "gone to the store" doesn't look very disgruntled to me...
“Good crisis work, when something actually goes wrong, is boring on camera. It is about listening, acknowledging the problem, and explaining in concrete terms what broke in the system. The company shows what has changed for everyone, not just for one person flown in on a sponsored trip. It empowers frontline staff, changes incentives and processes, and monitors whether the fixes work.”
I feel like the above kinda answers your question, no? PR is image-focused, but some brand crises cut into trust not only of customers but everyone throughout your advertising funnel. The signal here should be about your value prop. Diverting attention from that point, especially through flash and pomp that highlight the distraction, is bad.
Good PR shows that you registered the signal and have taken steps to address the underlying issues. It can be optics, but the ingredients for re-establishing trust in your value prop should be there.
Absolutely agree. It's all about trust.