Amazon PR department takes big action! Determined to protect warehouse capacity

A few days ago, we talked about the conflict between Amazon's warehouse in Wisconsin and the local state government. The warehouse refused to allow government epidemic prevention personnel to enter for testing and supervision, and the government warned Amazon that it might force the closure of local Amazon offices and warehouses. (Click here to review)

At that time, I analyzed that Amazon's actual epidemic prevention performance was still relatively good, and the estimated infection rate was much lower than the overall community infection rate in the United States. However, because Amazon refused to disclose specific data, the outside world was very concerned about Amazon's specific infection situation, and many government officials also asked Amazon to release specific data as soon as possible.

Under such tense relations, other state governments may follow Wisconsin's example and threaten to close FBA warehouses , forcing Amazon to accept testing and supervision by government staff. Of course, Amazon will certainly not allow the situation to deteriorate like this.

Recently, TV stations in more than a dozen states in the United States broadcast the epidemic prevention situation in Amazon's local warehouses, and almost all of them praised Amazon's effective epidemic prevention measures . Later, foreign media broke the news that the incident was manipulated by Amazon's PR department.

Is the brother-in-law anxious? He dispatched the PR department to control public opinion

There are many criticisms against Amazon's epidemic prevention measures, including the media and the government, who believe that Amazon lacks sufficient epidemic prevention work and information transparency. This time, PR started with local TV stations, showing some of its own work on epidemic prevention, saying "we have tried very hard."

I haven’t seen the exact figures for Amazon’s investment in epidemic prevention, but the PR costs are definitely a huge number . Take a look at the Amazon warehouse epidemic prevention promotional video that was broadcast almost simultaneously by more than a dozen local TV stations. It’s obvious that this is a very expensive campaign…

Although Amazon has been spending money like crazy to gain reputation and demonstrate its epidemic prevention work to the public, it has never touched upon the real core issue - the actual infection situation in Amazon warehouses.

Even we can see at a glance that Amazon was behind this incident, so Amazon's actions were quickly criticized by various media. Immediately, a media person broke the news that Amazon's PR department took the initiative to contact him and provided a pre-made warehouse video for him to send.

Therefore, Amazon's actions have angered some media that have questioned Amazon's epidemic prevention measures. They believe that Amazon's actions are covering up the real problem - the actual number of infections. This shows that the actual epidemic prevention measures in Amazon warehouses have great flaws, but Amazon does not want to disclose and solve these problems.

Although Amazon's reputation in the media has become worse, I think Amazon's PR plan did not include the media in its target from the beginning. It is really difficult to shut up this group of people. Amazon directly distributed the content to local TV stations, which shows that the target of this PR is actually the local people and government where the warehouse is located.

Even if the situation is bad, it doesn't mean the warehouse will be closed.

Media reviews do not directly affect Amazon’s warehouse capacity. If warehouse capacity is reduced or even restricted, there are only two possible scenarios: either locals think Amazon’s epidemic prevention is not good enough and they quit and refuse to work in the warehouse; or local governments think Amazon’s epidemic prevention is not good enough and restrict warehouse operations or enforce certain epidemic prevention measures/standards.

In other words, if the reputation of local people and the government is improved, Amazon warehouses will not have to worry about the impact of public opinion. From this point of view, Amazon's PR plan on local TV stations can be said to be very targeted. As long as the reputation of these two parties is improved, Amazon can rest assured no matter how bad the Internet is.

As for whether Amazon warehouses really have epidemic prevention problems, I think it has little impact on whether the warehouses will be closed. Because the United States has already resumed work despite the epidemic, which means that the current closure and isolation will cause greater harm to the United States. Therefore, even if Amazon warehouses are seriously infected, at most they will reduce their capacity, and there will be no complete closure.

Now it depends on whether government officials will buy into Amazon’s PR operation. A state government should make a statement in the next two days, which will determine whether Amazon’s warehouse capacity will be affected by some coercive measures in the future.

If there is any further news, I will inform everyone in our group first. In the next two days, there will definitely be some warehouses that are very slow in warehousing and shelving due to this situation. You can try the official "first come, first served" service, which can put the goods on the shelves for sale directly after they are sent out, without waiting for the long transportation and warehousing and shelving time. Students in need can directly scan the code to contact me to receive the official instruction document for this service.