The information network continuously gathers global content every day. For many online projects, once they capture the interest of netizens, they spread rapidly and become hot topics, triggering certain public discourse. If the information involves negative impacts on products or brands, online discourse will turn into a new online crisis. Shanghai online crisis PR companies must pay attention to the logic of public discourse when handling crises, assess the overall situation and adopt subtle strategies. They should not only eliminate and resolve crises through fundamental approaches but also maintain positive online discourse through other supporting measures.

The so-called consistency of online viewpoints means carrying out integrated online marketing and guidance at every stage, covering the turning points, outcomes and impacts of crisis incidents. It involves eliminating crisis risks, enhancing brand image, and conducting positive promotion while restricting negative information simultaneously.

Nowadays, the practice of integrated online marketing is often limited, focusing merely on deleting or restricting negative news. This ignores the complete process of integrated online marketing. Corporate online crises often develop to a certain stage before PR companies are brought in for remediation. Missing the proper window of opportunity leads to crisis escalation. Moreover, improper deletion or restriction at the wrong time only arouses public anger and intensifies online opinions.

From the perspective of logical public discourse, the proper practice of integrated online marketing by PR companies mainly depends on the following aspects.

First, it requires the ability to judge and calculate integrated online marketing strategies. Professionals must accurately assess current conditions, conduct thorough evaluations of the impacts caused by crises, and understand the public opinion situation and potential harm. This forms the foundation for subsequent integrated online marketing actions. However, many online PR companies lack such real capabilities, which is a current weakness and reality in the industry.

Second, precise response and guidance in integrated online marketing involve rich content and reflect the experience of PR companies. Knowing how to respond at the right moment and how to effectively guide public discourse is crucial, especially for severe crises. Remaining silent or refusing to explain only creates conditions for crisis escalation. This is also a key test of the core competence of online PR companies.

Third, consistency of viewpoints must be maintained. Whether through diverting public attention or directly deleting harmful online information, supplementary explanations should be provided through other channels. The best approach is to enhance positive information, rebuild brand culture, and make improvements through concrete actions. Public understanding during this period is often limited, and brand recovery requires longer-term efforts to achieve continuous improvement and build influence.

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