Neo Marketing, which provides consumer-based research and marketing support, conducted a “Survey on Public Relations Risk Management” from February 10th to February 12th, 2021.
A survey of 1,000 men and women between the ages of 20 and 69 who remember a corporate scandal, including their intentions and experience in purchasing and using products and services of companies and organizations involved in scandals, as well as companies and organizations that caused scandals. We conducted an Internet survey regarding the necessity and impressions of each response, and announced the aggregated and analyzed results.
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“Survey on public relations risk management” asked 1,000 men and women aged 20 to 69
The most common way to learn about scandals in companies and organizations is through TV programs/TV commercials (70%)
According to this survey, the most common way for survey respondents to learn about scandals at companies, organizations, etc. was through “TV programs/TV commercials” at 71.5%. This was followed by “newspaper articles/advertisements” at 23.0%, followed by “news sites/news apps (Yahoo!, SmartNews, Gunosy, etc.)” at 20.8%.
On the other hand, 10.4% of people learned about scandals involving companies and organizations through news articles posted by scandalous companies, and 7.0% found out through scandalous companies’ websites, which could not be said to be the majority. Regarding this, Neomarketing stated, “It is possible that people who became aware of the scandal through newspapers, news sites, news apps, etc. may check the official information again about the scandal,” and “We will continue to work hard to ensure that sincere writing and accurate information are published.” “There will be no change in the need to respond quickly.”
Additionally, 7.4% of people learned about scandals involving companies and organizations through SNS (LINE, Facebook, Twitter, Instagram, etc.). When we think of scandals involving companies and organizations, we often think of SNS posts, but they do not seem to have much influence as a channel for awareness.
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“Survey on public relations risk management” asked 1,000 men and women aged 20 to 69
Purchase and use of products and services from companies and organizations involved in scandals, intention and experience decreased by 60%
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Regarding the products and services of companies and organizations that have been involved in scandals, 39.8% of respondents answered that they “don’t want to buy or use them,” and 39.8% answered, “If anything, I don’t think they want to buy or use them.” The percentage of people who did so was 20.6%, and the total number of people who became reluctant to purchase or use it rose to 60.4%.
Additionally, 62.3% of respondents said they had never purchased or used products or services from companies or organizations that had actual scandals. Regarding this, Neomarketing says, “Although it depends on whether there is an alternative to the product or service of the company or organization that caused the scandal, many people continue to refrain from purchasing the product or service to a certain extent. It can be said that.”
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“Survey on public relations risk management” asked 1,000 men and women aged 20 to 69
Less than 10% of people are complicit in causing scandals at companies and organizations
When asked what the survey respondents had done in the past in response to scandals involving companies or organizations, the most common answer (29.3%) was “investigating the details of the scandal.” This was followed by “I talked about the scandal with my family, lover, or partner” at 25.6%, followed by “I talked about the scandal with my friends, acquaintances, or colleagues” at 23.1%.
On the other hand, 8.3% said they “mentioned the scandal on SNS (including TouTube),” 5.6% said they “commented on a news article about the scandal (Yahoo News, etc.),” and “mentioned the scandal on their blog (including notes).” remained at 4.3%.
Regarding this, Neomarketing states, “Most of the actions are limited to exchanging information between close people,” and “People who react sensitively to scandals and are complicit in so-called “flaming,” such as spreading the facts of scandals. It can be said that it remains less than 10%.”
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“Survey on public relations risk management” asked 1,000 men and women aged 20 to 69
The response of the company/organization that caused the scandal: “refund/compensation” is the most favorable impression
Regarding the responses that are most necessary for companies and organizations that have caused scandals, “disposition by the parties involved” was the highest at 84.0%, followed by “acceptance of third-party auditors” at 80.9%, and “refund/guarantee measures”. This continues at 80.4%.
On the other hand, when looking at the responses taken by companies and organizations that have caused scandals, the highest response rate (44.3%) was “refund/guarantee measures,” followed by 43.1% who answered “disclose safety measures,” and “acceptance of third-party auditors.” ” followed by 42.6%, followed by “payment of compensation to victims” at 42.0%.
Furthermore, 34.9% of respondents had a not-so-high impression of “disciplining the parties involved” such as companies and organizations that caused scandals.
Many people feel that financial support and the presentation and implementation of specific measures are necessary and have a good impression, but when it comes to punitive solutions, although many people feel that they are necessary, they do not leave a good impression. It seems difficult.
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“Survey on public relations risk management” asked 1,000 men and women aged 20 to 69
Scandals involving companies whose products or services are unsatisfied with quality tend to lead to controversy and boycotts.
When asked when they would like to take action in response to a scandal involving a company or organization, the most common answer (41.4%) was “When I feel that the impact of a scandal is large.”
Below, 26.6% said “It happens when a company has a product or service that is not satisfied with its quality,” 26.2% said “It has nothing to do with the world or personal circumstances,” and 26.2% said “When the world is in trouble due to a disaster, etc.” It continues at 21.1%.
While there are quite a few people who are not affected by the world or their personal circumstances, there are many people who may become complicit in the controversy or refrain from purchasing products depending on their level of satisfaction with the quality of products and services and the state of the world. should not be ignored.
Reference source:
“Survey on public relations risk management” asked 1,000 men and women aged 20 to 69