The apology is when the company declares that the "smart" of the cotton era is used in the wrong place
From shooting a video ad to apologizing several times, users are only regarded as profit-seeking objects, rather than establishing a true relationship of equality and mutual benefit with users.
A few days ago, Cotton Times apologized for the advertisement that insulted women. He thought that the matter was over, but he did not expect to score twice, and rushed to the hot search because of the apology.
In the middle of the night on January 10th, Cotton Times once again spoke out, apologizing for the alleged insults of women in the Cotton Times advertisement.
However, the apology letter only contains a few lines of apology at the beginning. The latter part of the article introduces the original intention of the cotton era, patent technology, quality control, raw material selection, public welfare activities, etc., which was questioned by netizens for "writing the apology letter as an advertisement", which aroused strong dissatisfied.
In recent years, major companies have issued apologies when it's time for public relations, which has made netizens take notice.
But the "apology confession" in the cotton era does not take the usual path. Apologize and confession are mixed, boasting and advertising are on the same side, which is eye-opening.
Why dare to "offend" the public again and again?
When doing video advertisements, from the perspective of the products sold, the Cotton Era, as a company that mainly produces products for mothers, infants and women, did not consider the feelings of users at all, which is incredible.
Perhaps because this kind of video is very common on many self-media platforms, and it can also achieve a good communication effect, so the cotton era also reached out.
At the same time, the companies that shoot this kind of advertising are not only in the cotton era. There have been controversial videos from other companies not long ago, which are also full of routines.
The frequent rollovers of corporate video ads also deeply reflect a practical problem: some companies are trying to "harvest" customers from various groups in a kitsch way.
In fact, trying to get the most benefits by going "partially" not only disrupts the industry ecology, but also harms social morality. As a result, it will naturally not "make users extremely comfortable", but will cause intense discomfort.
From the behavioral point of view, the cotton era values users, but it is not the case.
How can someone try their best to praise themselves when apologizing?
In the final analysis, I just want to use this apology to resolve the crisis and at the same time to turn around and achieve the effect of "all reputation".
The problem is that making such a low-level mistake may not be because the company has no common sense of crisis public relations, but the key is that the company does not really respect users.
It can be said that from shooting a video ad to apologizing several times, users are only regarded as profit-seeking objects, rather than establishing a true relationship of equality and mutual benefit with users.
Chengdu Commercial Daily-Red Star News Special Commentator Huang Qiudi