Chii Chakanyatsoita Iyo Mishandirapamwe Yezvokurwisa Kuparara Nokutsva?
Ngatiteerere. Kutengeserana nekushambadzira hakusi kufanana nekugadzirisa, unyanzvi, kana zvivakwa.
Hapana mhinduro chaiyo yakarurama kana kuti isina kururama kune imwe nguva yekusika , kana chikumbiro chevatengi. Iwe haugoni kuudza nharo kuti chero sarudzo yekusika kune dambudziko rekambani iri 100% yakarurama, kana kuti haina kukanganisa zvachose.
Izvo zvose zvinouya kune huwandu hwekukurukurirana pakati peyanzvi mubazi, uye muchengeti, kuti auye kubvumirana pamusoro pezvinofanira kuitwa.
Uye, kazhinji, zvinowirawo kumatambudziko. Zvinosuruvarisa, dzimwe nguva manzwiro iwayo ari KUVANYA, kutumira mararamiro mukati mutsvuku kwechinguva.
Heano mienzaniso mizhinji yekutengeserana neR PR inoshandiswa nevatengi vachidzoka.
McDonald's Hummer Toys (2006)
Munhu wose anoziva kuti maMikoni eMidDonald anobva pane "nag factor." Vana vachada chido chekupedzisira chakanakidzwa nechingwa chavo kana kudya kwemanheru, uye vabereki vanobvuma. Kazhinji, iri chibvumirano chakasungirirwa mukusimudzira mafirimu, mutambo wemavhidhiyo, kana zvimwe zvekukurudzira kwekukurudzira.
Zvisinei, muna August 2006, GM uye McDonald vakabatana kuti vape mamiriyoni 42 ekutenga Hummers muFara Zvokudya . GM yaitarisira kuti kukurudzirwa kwaizobatsira kutengesa marimi ayo aHummer kuvabereki kuburikidza nevana vavo. Nzvimbo yepaIndaneti yeHummerKids uye zvitsva zvinotengeswa zvakasikwa nokuda kwechikwata. Panguva imwecheteyo, Hummer yatanga mutsva mushandirapamwe weH3.
Iwe haufaniri kuva nemapfungwa kuti uzive zvakaitika zvakatevera.
Kupesana pamusoro pekupa kwakatanga pamberi pechimbamba chekutanga Hummer chakapiwa. Vabereki uye mapoka emagariro akangoerekana ataura kuvhiringidza kwavo pamusoro pezvipo, kunyanya sezvo makambani maviri akabvuma kuti vaiedza kutengesa motokari kuvabereki kuburikidza nevana vavo.
McDonald akataura nezvemamiriro acho ezvinhu, izvo zvakabva zvaita kuti pave nemakakatanwa akawanda.
Imwe kambani yebhuku yebhuku yakataura, "Kutarisa kuburikidza nemaziso evana, vanhu vanonzi Hummers vaduku ndivo zvidhori chete, kwete mazano emotokari kana kuti mabhuku evatengi pamusoro pekuchengetedzwa kwezvinhu zvakasikwa, kupisa kwemafuta emhepo, nezvimwewo"
Asi apo vazivi vebhuku vakanyora pane zvinyorwa zveblogiti kuti vagoverane maonero avo, vakaona zvavanotaura vasingatauri. McDonald akashandisa zvakajeka rimwe rudzi rwekuenzanisa kwehurongwa kuti abvise chero mhinduro dzisina kunaka, izvo zvinongowedzera kutsamwira vatengi. Uyewo, vatauri ava vakava nechokwadi chekutaura kudengenyeka kwavo kune dzimwe nzvimbo paInternet. Izvo zvakaipa uye chisingaiti PR zvakakanganisa kuparidzirwa kweHummer (iyo ikozvino inenge inenge isingazivikanwi brand), uye McDonald's.
Iwe unofunga kuti McDonald's angadai akadzidza chidzidzo chinokosha kubva pane chikanganiso ichocho, asi kwete. Yakanga ichangopfuura mwedzi mishomanana apo imwe yeruzivo yakatora kubva mufananidzo waMcDonald's PR. Muna Gumiguru 2006, kukurudzirwa kupa 10 000 ma MP3 players vakagadzirwa nekodzero yeMcDonald's muJapan yakanyanyisa apo vashandi vakawana hurukuro dzavo dze MP3 dzakasvika nziyo gumi dzisina mahwindo uye Trojan virus! Pavanenge vadzivhara muPC dzavo, hutachiona hunobvisa mazita avo omushandisi, passwords nemamwe mashoko ehupfumi uye vakatumira dhiyabhorodha kune vanosekwa.
Kudzoka muna 2006, apo kudonhedza deta uye kuvhara kweDhiyabhorosi kwaive mumucheche, izvi zvaive zvakanyanya kunetseka. Kana zvikaitika nhasi, zvinogona kuumba nyore chikwata chechikoro-chinokodzera mamiriyoni.
GM's Do-It-Yourself Tahoe Ads (2006)
Kutengeswa kwevatengi-vanoita (vanozivawo seGG, kana User Generated Content) ndeye-in-the-course mumazuva ano ekutsvaga kushambadzira. Mazuva ano, makambani nevashambadzi vakave vakaziva zvakanyanya kuipa kwemigumisiro yemhando idzi dzezviitiko zvinopindirana. Zvisinei, kare muna 2006, zvinhu hazvina kufamba nguva dzose sezvazvakarongwa.
Mune imwe gaffe yaG GM, Chevrolet akabatana neNBC's The Apprentice muna March 2006 kuti atange kupikisana kwemabhizimisi kweChevy Tahoe. Vashandi vaigona kushanyira Chevrolet nzvimbo chaiyo, vakaronga vhidhiyo nemimhanzi zvikamu zveTahoe kuti vaida sei uye kuwedzera mafonti kuti vazvigadzirire ivo veSUV.
Inonzwika sepfungwa huru, yakarurama? Zvakanaka, kwete kana iwe uchida kufungidzira kuTahoe, sekunge vanhu vazhinji vaida chaizvo kuita.
Nenguva isipi anti-SUV ads yakatanga kubuda panzvimbo yekambani. Chevrolet, zvichida achiedza kudzidza kubva pane chikanganiso McDonald yakagadzirwa neHummer zvataurwa, haana kubvisa kushambadzira kusina kunaka. Uye vakava chinhu chinokurudzira kuparadzirwa kwemashoko uye kutsanangurwa kwakashata kwakasiya tsvina yakakura paTahoe brand. Mhemberero yakatsvaira paInternet, mumakwikwi akadzokera shure uye Chevrolet akadzidza kuti kushambadzira hakufaniri kumira nguva dzose mumaoko evatengi. Kana iwe uchizopa vanhu zvishandiso kuti mararamiro ako aite zvakanaka, yeuka ... vanogonawo kuvashandisa kuti vaite zvakaipa.
Sony's Black-And-White Bomb (2006)
Kushandisa vanhu kuratidza mutsvuku uye mutsara mutsara mutsetse wakanaka wekufamba mukudhinda. IUnited Colors yeBenetton mishandirapamwe yakaita izvi zvinopesana, zvichikonzera kutsamwa nekukurukurirana. Asi ivo vakabudirira, nokuda kwechikamu chikuru. Zvisinei, Sony yakanga isingakoshi.
Muzhizha ra2006, Sony akaziva kuti kuva nemukadzi mutsvuku akabata mukadzi mutsvuku nejaya kuti akurudzire whiteamerica yeCreamstation Portable yakanga isiri pfungwa yakanaka kwazvo. Bhodhi racho rakamhanya kuNetherlands asi kukakavadzana kwakaita kuti mhirizhonga iparadzwe pasi rose. Chii ichi chiri kuedza kutaura? Chakanga chiri kunetseka kumashure muuranda, nenzira yakati kuti mukadzi mutsvuku akanga ari wevakadzi vachena?
Pakutanga, Sony yakadzivirira bhidhibhodhi. Iyo ikambani ikati yakangoda "kusimbisa kuchena kwemufananidzo mutsva kana kusiyanisa vanhu vemavara uye vatsvene." Zviri pachena, icho chakanga chiri chaicho chaMuvhuro-mangwanani wekumhanya kwekutanga, uye hapana-mumwe akanga achizvitenga. Gare gare, Sony yakabvisa chikwata uye yakakumbira ruregerero. Sezvazvaifanira kuva.
Intel's Poor Race Relations (2007)
Sezviri pachena, Intel haana kudzidza chinhu kubva pane zvakashata zve Sony's 2006. MunaAugust 2007, kambani yakazviwana iri pakati pekukakavara pamusoro pezvinyorwa zvinyorwa zvinoratidza murume mutsvuku akakombwa nevasprinters vatanhatu. Izvo hazvirevi zvakanyanya kuipa zvachose, kusvikira iwe uchitarisisa chaicho chifananidzo. Vaporoti vatsva, uye vanoita kunge vachikotamira kumunhu mutsvene. Mharidzo isinganyanyi kuderedza hukama hwemadzinza.
Zvichemo zvakakonzera Intel kubvisa chikwata uye vakabudisa kukumbira ruregerero kuburikidza neIndaneti yepaIndaneti, vachiti chinangwa chakanga chiri "kutaridza kushanda kwezvakanaka zvevashanduri vedu kuburikidza nemifananidzo inoratidzika ye sprinter." Kuregererwa kunoenderera mberi kuchiti, "Nhamo, kuurayiwa kwedu hakuna kuburitsa shoko redu rakafanirwa uye chaizvoizvo rakaratidza kusava nehanya uye kunyomba."
Raging Cow's Blogging Blunder (2003)
Apo kuburitsa kunogona kuva chinhu chikuru cheR PR, zvinogonawo kuva dambudziko kana ukaedza kunyengedza vatengi. Raging Cow, a Dr. Pepper / 7 Up chigadzirwa, vakava muenzaniso wekare weiyi muna 2003.
Boka revechiri kuyaruka rakaunzwa uye rakanyorerwa muRiging Cow mukaka wakavhenganiswa. Vakataurirwa kuti vaende uye vagoita nezvebhuku pamusoro pechigadzirwa ichi chitsva asi kwete kureva kuti ivo vakanga vachiudzwa kuti vaite kudaro. Kambani yacho yaitarisira kuti shoko remuromo wekuparidzira raizoita kuti chigadzirwa chitsva chave chaitika.
Kushaikwa kwechokwadi kune mabhulogi, pamwe chete neshoko remascot's fiction, rinopararira paInternet. Dambudziko rekugadzirisa blogger raipikisa, mukaka waitengeswa muchidimbu mumaguta mashomanana emuedzo, uye chibereko chacho chakazoputika.
Walmart's Phony PR (2006)
Walmart ichapfuura zvakare mukudhindwa kwenhoroondo nebhokisi rekubiridzira rakabuda. MunaSeptember 2006, Wal-Marting Across America blog yakaona Internet.
Iyo blog yakataura maviri Walmart fans, ainzi Jim naLaura, avo vakatungamira RV yavo kuMainland kuti vataure nevanoshanda veWalmart. Mafambiro avo uye zviitiko zvaive zvakanyorwa pamabhulogi avo. Ndeipi chikamu chikuru cheGG, chakanaka? Zvakaipa.
Izvo zvakanga zvisingawanikwi pane blog ndezvekuti Walmart yakapa Jim naLaura chikwereti kunyora bhulogi, yakabhadharwa neRV iyo yakadzinga, uye kunyange yakaronga kufamba kwavo. Iyo blog yakaratidzwa uye yakanyangarika yakanyangarika kubva mumambure. P R yakasimba Edelman akabvuma kuti ndiyo yaiva nyanzvi shure kweWafart yebhuku rakaipa , uye yakazofumurwa kuti Edelman akaumba mamwe mafiggi maviri.
Vanonyengera vatengi havasati vava nzira yekuwana bhizinesi ravo. Nezvinyorwa zvebhaibheri mabhizimisi ekutsvaga vanoedza kubiridzira vatengi, mhirizhonga yemabhugi echeka anogona kuva kwenguva refu.