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Secret Storm doors classic public relations crisis

The recent scandal Storm (also known as broken network 519 events) is a hubbub of downtown, the latest progress of the storm the company launched the "storm door special edition", and began to recall the old version, but also has four hacker-related a prosecution. But today, I do not want to look into the matter itself, but would like to share this incident, storm companies to control the crisis and grasp of public relations capacity.

Storm in the incident, a crisis public relations to do a pretty good claim to be absolutely the classical case, not only in the beginning of the incident will be quickly reversed on the disadvantages, the latter also guide the direction of public opinion, or even to take this great event the conduct of a handful of events marketing. Possession of good things did not dare, following on from my friends to obtain some information about the following Finishing share the hope that it can do public relations, marketing, promotion from a friend have a certain significance. >> Comment network information, Luoyang life: http://luoyanglife.com/  >> Luoyang discount forum I love life: http://bbs.luoyanglife.com/  >> Henan entrance examination Network: http://www.edu-ha.com/index.php  >> just one sentence: http://log-by-me.blogspot.com/

A brief description of the incident

It is reported that in May 2009 the evening of 19 a game, "sifu" site intended to attack its competitors, hackers from the start of the nation's largest domain name free domain name service provider's server DNSpod the bombing, an unprecedented The attack led to a large flow of the server DNSpod paralysis DNSPod running on a free server 100,000 can not resolve domain names.

However, paralysis of the server under attack just for the Storm is a video service provider DNS. Thus, the 280 million users of so-called Storm video client, through its placement in the user computer background process quietly Storm site visit can not connect, they will automatically begin the domain name server to the telecommunications crazy to submit inquiries, mass of data eventually lead to run out of server resources, but also lead to large-scale national network paralysis.

The incident led to the fundamental reason is that the storm video software users, whether or not to open the boot as long as the state will run a "stormliv.exe" process, even if you close the storm will not stop the video, and users in the Startup Items also do not see relevant information. Storm-based audio and video of the huge user base, but also allow hackers have a lot of "Chicken" is a huge number of "broiler" Telecom DNS servers continuously send data networks eventually led to paralysis.

Note: The above description of the contents of events are taken from reports on the Internet.

The following five areas from the analysis about the crisis in the public relations storm.

First, do the role of the rapid conversion
After the incident, once the industry has to find the root cause of the event: Storm video. At the same time pointed out the technical aspects of video and audio problems in the storm, and even accusing them at one time in the software "to stay back door." This time is a very dangerous storm, once directed against the storm of public opinion, it is likely to abandon because it was the user, but also may be faced with a huge compensation. Storm, is also aware of the seriousness of the problem, how should I do? Health is dead, all in one read between.

Detailed analysis of them, however, the storm does not seem to have a mistake, because this matter is not caused by the storm, the storm is most unknowingly become "accomplices." And other "culprits" "accomplice" There are a bunch of them: Hacker, DNSpod, public domain systems. So, the first step in the storm of public relations crisis, that is, their first from the "principal accomplice" to write out the ranks, and they draw a line firmly and resolutely stop the "victim" to the ranks and firmly stand with the people aside.

Second, a large number of media reports
Only role is to complete the conversion still far from enough. Because of the impact of this matter is too great, the so-called "public indignation agitated," man must pay us in this matter, otherwise the last storm or escape accountability or even be the fate of compensation. Therefore, we must allow the public to have a target of accusations and vent, we can not let public opinion yu to the exposure head. And guide public opinion is the best tool for media, a result began to storm the media to denounce the incident to guide the initiator hackers, but from a technical point of view this is a network failure occurred because "the relevant bodies of the importance of the domain name system to have sufficient understanding of the importance Clearly enough, the capacity is relatively low security. "In this process, little by little to dilute the responsibility of the storm itself, at the same time to further deepen the" victim "image.

Third, the response of Netease
Of course, not all of the media, are well-led, such as Netease Storm on questioned, and a strong condemnation. In this regard, a reflection of the storm is fast and strong as soon as the recommendation of the Storm audio-visual page, published a "Netease blog to attract women into prostitution business platform," the article, claiming that Netease is a rogue Web site, full of obscene content. It also launched the people's war, so to investigate the form of users so that users decide the NetEase Web site is not rogue.

Then if people in the industry pointed out that "the storm is wrong with this video, a little child pinch naive planes and general hysteria." "Storm of the video is to be printed moves Netease allegations against rogue storm." In fact, this storm Although seemingly naive, in fact, necessary. Netease come out today, but the storm did not come up with the style back玩命; that tomorrow sohu, sina, QQ may be to keep up with. In the meantime, the storm is life and death is a crucial moment. Therefore, the storm must玩命that white is to tell you: In this very period we are talking about who would dare to take things, we who dare to玩命. In fact the effectiveness of this approach is obvious, with the exception of some of my personal blog, all the media exposure is almost can not see the negative information.

Fourth, plan to recall events
After several rounds of pre-operation, responsibility has been the initial whitewash, but still not enough. Whitewash only responsibility is not enough to restore and establish a positive image of the storm, the storm or the installation of audio and video may result in potential effects. Company to plan a storm As a result of "recall" the incident. It should be said that this incident is too beautiful to do, I must use the small stomach to describe the ink well. This is mainly the following advantages:

1, the company has set a storm has a positive image of social responsibility.

2, in fact, "recall" is used in the above physical products, virtual products such there is no "recall" no "recall" issue. But the storm broke the people's common sense, to "recall" in the software, so the first person to eat crabs, making this event was to disseminate widely, in doing a big marketing event.

3, the maximum degree of the incident, therefore reducing the potential loss of customers, and even many non-exposure may also allow the user, so the user into a storm.

4, greatly weakened the public's concern about the vulnerability of its software, the company and thus reduce the need for the storm to discuss compensation.

Five, sued the hackers claim.
In fact, done more than martial arts, public relations crisis, the Storm has done quite beautiful. But the storm seemed to be so dissatisfied with the results and began to prosecute hackers and called for 2.38 million yuan of economic claims. This intention is very clear: First, once again strengthened its "victim" status. Secondly, to convey a message to the public, we are also victims, we also need to compensate. This will soon face great to avoid the huge question of compensation.

At this point, the storm of the successful completion of a public relations crisis. But this incident has not end, the storm is still beautiful after the stroke, we wait and see.

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