高中上学期英语课外拓展 公关事件之汽车坠楼 课件.pptx

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1、WEILAI CAR FALLS TO THE GROUNDCONTENTPart1:Event introductionPart2:PR analysisPart3:Public relations example&Public relations strategy simulation01PART ONE Event introductionTime:2022.6.20Introduction:On the third floor of Building 8,Shanghai Automobile Innovation Port,Lane 56,Antuo Road,Anting Town

2、,a Weilai test car fell from a high place,injuring two test drivers,Du and Zhang.After 120 arrived at the scene,they were sent to Anting Oriental Hepatobiliary Hospital for treatment.Du died due to ineffective rescue,while Zhang was declared dead in the early morning of the 23rd due to poor results

3、after hospital surgery.The official announcement made many people cold hearted,saying that the enterprise had left the relationship so clear in a few simple words for the sake of interests.Later,the official of Weilai also deleted the above statement and re issued the statement.In the new statement,

4、the original statement was revised to This is an accident(not caused by the vehicle).This statement has not been recognized by the public.After all,the accident resulted in the death of two digital cockpit testers.Many people think that as a test technician,it is not bad enough to make the mistake o

5、f stepping on the accelerator so much,and the car is still a digital cockpit,so the safety performance is not so bad.The test site is controversial,and the high-altitude test run is really puzzlingIt is reasonable to say that the safety performance tests such as 100 km collision test and automatic d

6、riving technology should be conducted on a flat professional test site.When it comes to the cause of the fall,Weilais statement is obviously unconvincing,among which the autopilot technology is the subject of much speculation.In fact,as a high-end intelligent electric vehicle brand,Weilai has always

7、 been expected by consumers to adopt relevant automatic driving technologies.When the incident happened,there were many discordant voices questioning it:He said that Weilai,as a new force in car manufacturing,is not mature enough in terms of automatic driving technology.The high advertising and bold

8、 mass production are all exaggerated by car enterprises.02PART TWOPR analysisThe response of the public event is quite cold and dull.At the end of the response,the public told that it didnt matter to the car while it is others responsibility,which means the company will not took the responsibility.T

9、his shows that the company only focuses on its own interests and does not consider the interests of the people.In addition to a series of discussions on legal principles,public relations and even car club culture,the concept of automatic driving seemed to fall from the top of the mountain to the bot

10、tom overnight.Users and netizens frequently questioned,industry related people called for standardization,and car companies silently changed their slogans.Looking back on this incident,what will be the result of the owners life cost in the long run?There are many reasons for a vehicle falling from a

11、 building.It is the drivers operation.But is there a problem with the vehicle?This is not what Ulai said to himself.First,this requires Weilai to read the data for analysis.In addition,the conclusion also requires an authoritative third party or relevant government departments to investigate and ide

12、ntify.Only the results recognized by the authority can convince the public.As a large company,the official statement issued by the company should be accompanied by temperature.It is understandable that the accident may affect the image of the vehicle.But these negative effects can be eliminated thro

13、ugh sincere and sincere communication.The first time to emphasize non vehicle causes,what do the victims families think?Even if there is no problem with the vehicle,it feels like the responsibility is being shifted to the victims.First of all,the public itself has a low liking for capital,especially

14、 in the event of such life related accidents.What PR needs to do is to show the humanistic care of the enterprise as much as possible.Employees blocked their own future for the sake of Weilais future,in exchange for Weilais own future.Without publishing any substantive evidence,they were eager to pu

15、t aside their relationship and not talk about human feelings.Secondly,whether there is a problem with the vehicle itself or not,this is a safety production responsibility accident.As an involved company,it did not propose any rectification measures in the statement,saying that Weilai would strengthe

16、n security and call for attention from the industry to prevent the incident from happening again.Even now,the top of Weilais official microblog is still the advertising content,and the impression is that human life is less valuable than marketing.03PART THREEPublic relations example&Public relations

17、 strategy simulationAt 10:00 a.m.on October 28,2018,on the Second Wanzhou Yangtze River Bridge in Wanzhou District,Chongqing,there were a lot of traffic and all kinds of vehicles were moving in order.At 10:08,a bus suddenly deviated from the lane,crossed the center line,and entered the opposite lane

18、.A red car was driving normally in the opposite lane.The bus collided with an oncoming car,and the cars front was smashed.The car was hit and turned a 180 degree bend and stopped on the bridge floor and plunged into the rolling Yangtze River under the bridge.Such a big event and such a big formation

19、 will naturally attract a large number of media.Many reporters came to the scene and saw only the broken guardrail and the car whose front was smashed into pieces.They didnt even see the frightened female driver,but they just heard that the driver of the red car was a woman.Someone snapped the high-heeled shoes on the feet of the female driver first.THANK YOU感谢聆听