WE INTERVENE · 掛波與救火
Issue & Crisis
Management
A crisis moves like weather: it can be forecast, signalled, and ridden out — if someone is watching the pressure fall. When it ignites anyway, the first 48 hours decide everything.
Four stages. A right move
at every one of them.
Every crisis follows the same route: unfavourable news → mass media reporting → influencers' negative comments → attack by netizens → negative sentiment. We intervene at each stage — the earlier, the cheaper.
- STAGE 1 · 觀天 · 未成災
Unfavourable news
- Internal alignment
- Risk assessment
- Social monitoring
The story exists but has not travelled. This is the cheapest moment to act — and the easiest to waste.
- STAGE 2 · 掛波 · 落地前
Mass media reporting
- "Line-to-take" preparation
- Press release optimisation
Newsrooms pick it up. Every word of your response will be quoted — so it is drafted before it is needed.
- STAGE 3 · 風眼 · 意見領袖
Influencers' negative comments
- Alternative-opinion development
- Influencer marketing
- Media buy
Voices with followings set the frame. The answer is other credible voices, not louder official ones.
- STAGE 4 · 救火 · 全面應對
Attack by netizens
- Correct-information penetration
- Sentiment management
- Social seeding
The crowd joins in. Facts must reach the places the crowd actually reads — in the register it actually speaks.
Risk assessment in
five dimensions
Not every negative comment deserves a task force. We grade every signal — high-risk issues get immediate strategy and response; low-risk ones are flagged and monitored, so your resources stay focused on what genuinely threatens the brand.
Around known risk windows — court schedules, seasonal issues, report publication cycles — lines-to-take are prepared in advance. In a live crisis: 24/7 alert, assessment, a recommended response with ready-to-use copy, execution, and a post-incident report.
- 01 Moral perception 道德觀感
- 02 Media commentary 媒體評論
- 03 Calls to action 行動號召
- 04 Crowd feedback 群眾回饋
- 05 Social climate 社會氣氛
Three ways a conversation
changes direction
Focus diversion
Move the conversation to ground where the brand can win.
Penetration of correct information
Put the facts where the discussion actually happens.
Alternative storytelling
A better narrative beats a rebuttal.
2000%+
In a like-for-like campaign, social seeding produced over twenty times the engagement of paid media buy (7,805 likes vs 323). Where a message comes from matters more than how loudly it is said — that is why the desk practises seeding as a craft.