I looked at my father Jackie Chan in 1988

Fall in love with you, I look forward to my father Jackie Chan in 1988

in the office.

Darren Woods, Agnan, Barkley and John all looked at Ji Sheng.

Although they didn't think Ji Sheng's PR plan was better than Exxon's PR team from the bottom of their hearts.

But now that Exxon has reached a critical moment, Tingting has nothing to lose.

Ji Sheng is different from what they think. He just bought crude oil futures with 500 times leverage of [-] million US dollars. Of course, he hopes that Exxon and the crude oil industry can eliminate this impact, and then let the crude oil price quickly rise to a certain price. , that way, he can make more money.

So he is willing to give advice to Exxon, not all because Vanguard Group and State Street Bank are committed to the business themselves.

After a few turns of my mind.

Ji Sheng spoke surprisingly, and said, "The first thing Exxon will do is to fire your PR team!"

"what?"

"what?"

"Fire the PR team?"

Several people were fooled by what Ji Sheng said.

Darren Woods was even more speechless: "Ji, are you joking?"

Ji Sheng looked over seriously, "Do you think I'm joking?"

Darren Woods frowned and said, "What do you mean?"

Ji Sheng did not answer directly, but instead said: "In [-], the compressed air in the liquid plutonium storage tank of the British Nuclear Fuel Company's Sellerfield Nuclear Reactor Plant was under heavy pressure, causing the plutonium to leak. The crude oil spill was almost exactly the same, and in the end, Sellerfield’s public relations failed, and the loss was huge.”

Darren Woods was taken aback. This incident happened two years ago. Thinking about it carefully, it seems to be very similar to the oil spill in their company, except that the plutonium leak at Cellerfield was not as serious as Exxon.

Barkley and Aignan also looked at each other.

As the saying goes, lessons learned from past mistakes, lessons learned from past mistakes, classic public relations failure cases are still in sight, and the situation is almost the same. Exxon still chooses to move forward on the road of failure.

When Ji Sheng mentioned this case, everyone present was awakened immediately.

He continued, "This is the loss caused by the failure of public relations. Let's talk about the success of public relations. Do you know the incident of Huaxia Bicycle Ireland?"

"I don't know." Darren Woods shook his head.

Barkley guessed: "Is it a bicycle made by you in China?"

Aignan said: "I've heard a little bit about this incident. It is said that Huaxia Bicycle has just entered the overseas market, and then encountered setbacks in Ireland."

John seemed to know too, listening carefully.

Ji Sheng took over the conversation, "Well, at that time, a 12-year-old girl in Ireland fell and injured herself while riding a Huaxia Bicycle stroller. Guess how Huaxia Bicycle handled it?"

"How to deal with it?" Darren Woods asked.

Ji Sheng said slowly: "After hearing the report, the general manager of Huaxia Bicycle Company personally rushed to Ireland to deal with the matter. After investigation, it was found that there were two main reasons for the little girl's minor injury. First, the road was rough. Second, The front wheel rim of the stroller is deformed, and the stroller has been sold for more than a year, exceeding the warranty period."

"Exceeding the warranty period seems to have little to do with the manufacturer, right?" Darren Woods' first reaction was to shirk responsibility.

Ji Sheng glanced at him, and said lightly: "But Huaxia Bicycle is not what you think. At that time, the media made a lot of noise about this matter and expressed doubts about Huaxia's products. Huaxia Bicycle immediately made two It was decided, first, to bear all the medical expenses of the wounded and to give certain compensation, and second, to replace all the rims of this model of baby carriages purchased by more than 4000 Irish users on the spot, costing more than 100 million Yuan."

Darren Woods and others were a little bit disapproving, thinking that Huaxia Bicycle Company wasted money by doing so.

Even Barkley and Aignan think so.

After all, they are capitalists and only consider profits.

"Subsequently, the general manager of the company promised to arouse strong reactions in the local area immediately. Articles such as "Serious Chinese People" and "Enterprises Courageous to Take Responsibility" appeared in the newspapers frequently. Satisfied with the dealers, the confidence of the dealers has greatly increased, and the sales market has stopped falling and rebounded."

When Ji Sheng said this, his voice raised an octave in vain, "One year later, the sales of Huaxia Bicycles in Ireland increased tenfold!"

"Oh, God!"

"Sales increased tenfold in one year?"

"Ji, what you said is true?"

Darren Woods, Barkley and Aignan still have some doubts.

Ji Sheng shook his head at them, "I know that you may not believe the case I mentioned, so let me tell you about a classic public relations case that is familiar to you in your country."

"Which one?" Darren Woods asked.

The others also looked towards Ji Sheng.

Ji Sheng leaned on the sofa, and said a few words slowly, "Taylor!"

The rest didn't say a word, but the others suddenly came to their senses.

The successful case of Tylenol PR is so classic, how could these capitalists not know about it?

On the morning of September 250, [-], it was reported that seven people in the Chicago area were poisoned and died from the use of "Tylenol" brand pain relief capsules produced by McNeill Commodities, a subsidiary of Johnson Associates. , and another [-] are said to have fallen ill or died.

Johnson Associates was the largest pharmaceutical company in the beautiful country at the time, and the outbreak caused panic among the approximately [-] million consumers of the brand of painkillers.

Although it was later found out that the illness and death of these people had nothing to do with Tylenol painkillers.

But faced with this situation at that time, Johnson Associates recalled 1 million bottles of such capsules on the market at a cost of more than 100 million US dollars. After a period of investigation, the anti-pollution drug packaging designed and produced by McNeil Commodity Company , bringing back Tylenol brand pain reliever capsules to the market, for which the company spent $5000 million to give away the repackaged drug to consumers for free.

What is the final result?

The Tylenol brand of pain relievers was reborn, and the company and its products regained the public's trust and made more money.

Darren Woods said: "You mean..."

"That's right!" Ji Sheng affirmed his thoughts, and said, "When a crisis arises, don't deal with it by chance. Your company has already made several serious mistakes in handling the crisis this time."

Darren Woods asked humbly, "Which ones?"

Buckley and Agnan and John listened attentively.

"First, he was slow to respond and tried to evade his own responsibilities." Ji Sheng criticized without mercy: "The investigation results have come out, and it is the problem of the captain of your company's tanker. Could it be useful for you to evade?"

Darren Woods smiled wryly: "Indeed, our company has an unshirkable responsibility for this matter."

Ji Sheng looked at him, "Second, be arrogant and rude, especially when you have conflicts with local government officials, resist any solution, you must know that such a huge accident happened, not only the people in your company were anxious, The local government is more anxious, if you cooperate with the local government, maybe the money spent on dealing with oil pollution will not be more than it is now.”

Darren Woods remained silent, he knew that what Ji Sheng said was true.

"Third, you think you can completely control the situation, have you controlled it?" Ji Sheng asked back.

Darren Woods shook his head bitterly, "No."

Ji Sheng said: "There is a fourth point, which is also the most important point. You have neglected the opportunity to win the sympathy and support of the public."

Barkley couldn't help asking, "What do you mean by that?"

Ji Sheng said: "Exxon itself had such a major accident, leaking more than 1000 million gallons of oil is a huge loss. If the public relations are handled well, it will be sold poorly. Do you think the public will not sympathize with Exxon? People? , always sympathize with the weak, although Exxon is a strong one, but he suffered a huge loss in this incident, but he is truly weak."

Darren Woods finally faced up to Ji Sheng's criticism. He looked at Ji Sheng seriously, and asked for advice, "Then what do you think our company should do?"

John and Aignan also wanted to hear Ji Sheng's opinion after so many criticisms.

Ji Sheng snapped his fingers, "It's very simple, to put it simply, there are four steps."

"Which four steps?"

"First, communicate with the media. Don't be afraid to spend money where it should be spent. If you communicated with the media from the beginning, this would be an ordinary crude oil leak in the world, but you ignored the media and angered the press. Can you Exxon stop the media from all over the world?"

"What about the second step?"

"The second step is of course to communicate with environmental protection organizations. Don't you know what the purpose of those environmental protection organizations is? They just want money. If you give money and attitude, those environmental protection organizations will not let go. ?”

"Then?"

"Then it is to communicate with the local government and ask them to cooperate to solve the problem. When you bring the local government into this incident, you are no longer fighting alone. Do you understand what that means?"

"Understood, is there any more?"

"The last and most important thing is to communicate with the public. You should also give special condolences to those workers who clean up the oil pollution for Exxon, and let the outside world know that although they have worked hard, Exxon attaches great importance to this matter. All you need is to provide the best, and I believe many volunteers will come here because you only need to provide food and accommodation for the volunteers, and you don’t even need to pay for the workers, and there will be a lot of free workers.”

At the end, Ji Sheng smiled and looked at Darren Woods, "No matter how much you want to take into account the interests of the company, you must admit your mistakes well, and you must also express to the outside world that everything is based on the public interest. It is best to ask the media to report in real time Your process of cleaning up the oil pollution, in this way, maybe your company can not only deal with the crisis, but also give the outside world a feeling that your company has a high sense of mission."

What does the enterprise rely on to survive and develop?

To sum up, there are two points, the first is quality, and the second is reputation.

Exxon can achieve assets of 800 billion US dollars. There should be no problem with product quality. Now it is in crisis because of its reputation. It's better, is there any reason why we can't tide over the difficulties?

After Ji Sheng finished speaking, he finally said: "You may spend 40 million or [-] million dollars to go out by doing this. It seems to be a lot of money, but if you don't do this, I dare say that you may lose [-] billion dollars!"

This data was not made up by him. According to the post-event statistics of modern society, Exxon’s inaction caused the company to lose a total of 43 billion!

"it is good!"

"well said!"

Buckley and Aignan clapped their hands, they very much agreed with Ji Sheng's statement.

John also nodded slightly, feeling that Ji Sheng had almost come up with a perfect solution for Exxon.

Only Darren Woods remained silent.

Ji Sheng didn't even look at him this time, but said: "I've already thought of the solution for you, it's your company's business whether to follow what I said, if you really want to save this crisis, I think you should follow Do what I said, the first thing to do when you go back is to fire the PR team, of course, if you are still obsessed with it, you can make statistics afterwards to see if the loss exceeds 40 billion as I said."

Darren Woods took a deep breath, "I believe in you, I will try my best to convince the board of directors."

Ji Sheng doesn't know whether Darren Woods can convince Exxon's board of directors. If he can, then the price of crude oil will rebound in the future. By then, he can make a fortune with [-] times leverage. Of course, if Exxon Mori's company is still the same as it is now, and he can't have any losses, nothing more than earning less.

No matter what, he still hopes that Exxon's board of directors can listen to his opinions, after all, it is directly related to how much money he can make in the end.