An Analysis of the Communication Strategies

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There are two main reasons resulted in the failure of RCSC crisis management. The first reason is RCSC’s doubtful action. In 2013, RCSC received more than 140 thousands reply of “Get out” after they posted a messages of donating on Weibo and only received RMB 140 thousands for Lushan earthquake on the first while another charity received more than RMB 20 million.[5] On 23th April 2013, RCSC indicated that they would re-investigate the Guo Meimei Crisis again to give a deep and clear report to the public so as to eliminate public’s doubt. However, Guo used Weibo to send out the message that she would disclosure the hidden corruption of RCSC if they re-investigate and harm her a hair. So 3 days later Guo’s message, RCSC denied and shrank back from re-investigation. Although RCSC used deny strategy to clarify that they have no relationship with Guo, why Guo would know RCSC corruption detail and RCSC showed that they were afraid of her disclosure. Deny crisis response strategy was failed by RCSC’s shrank back. Also, the public have more doubt about the corruption problem and embezzlement of donation because of Guo.

Furthermore, when RCSC would like to use bolstering strategy to remain the public that they helped the victim from Sichan earthquake in 2008. In 2013, an artist who joined a charity bazaar in 2008, discovered that the RMB 80 million was diverted into other project without notification[6] and none knew how the donation being used in the 5 years. RCSC did not remain people any good work they did but remaining people of Guo again since Guo had showed off two valuable roadster in 2009 and 2011 separately. Therefore, bolstering strategy also failed and the reputation became irrecoverable.

In conclusion, RCSC had chosen the right communication strategy in responding the Guo Meimei Crisis but it was ineffective and showed that situation crisis communication theory failed to apply. It have been already 4 years but RCSC still cannot recover its reputation. Also, Chinese unhealthy culture and charity system in a long-history social problem which made RCSC having an ineffective PR. Chinese organizations also have credibility crisis because of other social issue happened recently. To rebuild the reputation, PR is important but structural reforms of RCSC is also needed to support the PR.

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