This year, the public relations department of each brand and the public relations department of artists are expected to be very busy. From the beginning of the year to the present, a series of celebrities have made mistakes and have been disgusted and resisted by public opinion.
Seeing him rise from a tall building, seeing his banquet guests see his building collapsed.
In fact, in 2020, many people say that this is the first year of star chasers' house collapse, because this year, big and small artists burst out many news events one after another, which makes people jaw-dropping more and more time after time.
Romance category: Luo Zhixiang and Zhou Yangqing have been in love for many years and cheated for many years and won the title of time management master, an unknown male idol Li Wenhan I turned my head on the street with my girlfriend, and I was called single, and many times drafted. The popular young girl of the unnamed male wide cast net and sultry girl group was stone-hammered by video surveillance when entering and leaving the house. The
set collapses:
, a good boy, Lai Guanlin, was smoked by his wealthy sister, causing the main krypton fan to flee.
laws and regulations:
national music college idol sent with zhuo live broadcast blew up to college, fraud was reported by netizens, and the public officials in question were dismissed.
Social events: The star that caused the most widespread resistance from netizens is Xiao Zhan, who has become a top-notch drama because of his delay. It has little to do with him personally, mainly because of his fans, his Fans are full of enthusiasm to protect the reputation of their brothers, and they do not hesitate to go against all the netizens, causing serious damage to all kinds of niche fans, and the popularity of passers-by is falling all the way, opening a new chapter in fan crimes and idols paying.
From the beginning of 2021 to the present, the entertainment stars who have been exploded and made mistakes have been constantly shattering the public's three views and challenging the public's bottom line.
Zheng Shuang who violated the rules of surrogacy, Wu Yifan who raped underage girls, and Zhang, who was turned out to pay homage to the Yasukuni Shrine just a few months after the fire this year, and has inextricably linked with many high-ranking Japanese right-wing officials, which aroused the anger of the patriots. This year The melons are more shocking than the other.
Although this series of incidents can be seen, passerby fans may affect their mood after eating melons, but what really annoys them is public relations. Apart from artist public relations and brand public relations, they don’t have time to entangle their emotions and moods. You can only adjust yourself quickly and then manage the stars and related teams.
Nowadays netizens are more and more able to defend their rights. If they are not handled promptly and cautiously, celebrity teams and brand owners may suffer a deeper blow at any time.
This is a test of the public relations skills. Whether it's dying or adding fuel to the fire, you can't make a mistake in one step.
What is public relations?
Public relations or public relations is a conscious management activity that formulates policies and procedures to gain public understanding and acceptance. Among them, the organization and establishment of good public relations need to plan and implement good public relations activities.
PRSA once defined such a definition: PR is a strategic communication process that allows various organizations to establish a win-win relationship with the audience. The public relations team is the storyteller. They analyze the organization to find their own positive information and turn it into a positive energy story. When something bad happens, the public relations team must make the best response to mitigate the loss.
Artist crisis public relations belong to the classification of personal crisis public relations, and they generally have careful plans and detailed plans. Responding to the public relations crisis of entertainers has not only tested the professional quality of the public relations team, but also the entertainers themselves. The basic process of
public relations:
1. Collect facts;
2. Find the public's emotional points based on facts;
3. Determine strategies and make appropriate responses;
4. Public opinion supervision.
In fact, the difficulty of public relations crisis lies mainly in points 2 and 3. It borrows the lines of the British drama "Public Relations": "No one cares about any despicable evidence today. Stories always occupy the headlines of the front page, and apologies and transitions. No one cares about this corner." The statement of
condemned cyber violence. Because the celebrity himself has been rumored for a long time, many fans have also complained a lot. Therefore, one after another overreactions in the way of resisting rumors have caused the interests of many unrelated people to be damaged, and aroused the resentment of more people in the circle. The initial public relations letter of the celebrity team was to tie up the country and cause a wider range of bad effects. Therefore, my various activities were interrupted at that time, and my acting career was greatly affected. This is a failed PRCase.
During the strategic determination stage, the most important thing to pay attention to is "seeking truth from facts". In many cases, being proactive is not only the most effective method for artists to gain public understanding and sympathy, but also the most effective method for star crisis management. Only by actively solving the problem can we have the opportunity to calm the public's anger, otherwise the incident will only intensify. If
still denies it or seeks other excuses in the face of solid evidence, then it will not only help resolve the crisis, but also fuel the fire. Of course, the so-called "seeking truth from facts" also has skills.
" There is a saying in our public relations industry: &39;What we say must be facts, but not necessarily all facts. &39;When we know all the facts, we need to judge which facts will help solve the problem. The problem, but the important thing is not to lie."
Looking for a way to talk to the public
On the "PR" poster, there is this sentence: "It&39;s not a scandal, if nobody knows. (If nobody knows in a scandal) Know, then it’s not a scandal.)” Obviously, the “no one knows” in it does not mean deleting posts, but using appropriate language to reduce major issues and minor issues. This is actually the smartest way to solve the problem. One way.
Regarding the issue of how artists should respond when dealing with crisis public relations,
1. Be quick and take the initiative;
2. Sincere attitude, neither humble nor overbearing;
4. The logic is clear and reasonable.
To this day, the development of the entertainment industry has gradually formed a complete "one-stop" service. From maintenance and maintenance to posture correction, to law and finance, sometimes it is not difficult for members of the public to seek foreign assistance. In the face of emergencies, it is difficult to maintain the accuracy of words, and it is difficult to fully use language to express yourself. The days of freezing three feet are not cold. When black material dominates, no one apologizes and goes backwards. At this time, the blind explanation will only get deeper and deeper.
Public relations is a persuasive art. As a public relations officer, persuade your audience, promote your ideas, and get them to support your position. For crisis public relations, this is an important aspect of artist public relations management. Responsible and effective crisis management can enable the public to have a deeper understanding and recognition of entertainers. Inappropriate crisis management will also adversely affect the development of entertainers.
Zhang, who offended the public recently, immediately apologized within 24 hours of the matter, and then various media emphasized that they apologized for making mistakes because of ignorance. This was originally a good move, but the team directly deleted posts continuously, which aroused the disgust of many netizens at first.
is not recommended to delete the post immediately after it appears, because deleting the post also has a certain risk of violation. The Supreme People’s Court and the Supreme People’s Procuratorate issued the "Interpretation on Certain Legal Issues in the Handling of Criminal Cases such as Defamation Using Information Networks", which violated national regulations and provided information deletion services through information networks for profit-making individuals that disrupted market order. It is illegal to illegally operate more than a certain number of commodities.
In terms of cost, if you need to spend millions of dollars to solve this problem, it is actually possible. But in many practical situations, there are many people who can solve the problem without spending money or spending less money. In fact, to deal with the crisis itself, you should not rush to cover up negative news, but find a way to talk to the public. "
After the artist publicly apologizes, the follow-up public relations action is also very important. For the public, only the actual actions of the artist can quell the "popular anger", and this often requires a slow process, such as slow charity Slowly change the artist’s public image and restore the public’s emotions to rationality.
After the incident, Zhang’s team bought him a ticket to Shenyang. Netizens discovered in advance and inferred that he might want to go to the Japanese invaders in the next step. The veteran apologized to whitewash his image, but it did not take shape, resulting in ineffective public relations. In addition, the false termination of the contract was discovered by netizens, which further deepened the public’s suspicion of his apology. Resistance has developed to the telephone, Internet, Information Office and the State Security Department.
After the accident, the artist will save his image by public welfare and other means.The moment will be very sweet and gentle to the fans. These routines have become commonplace, and they have gradually become familiar and disgusted by the public. The show-style apology of
actually does not meet the needs of public sentiment. Nowadays, netizens are getting smarter, and their immature and arrogant public relations methods will eventually be reversed.
Today, his related works and content have finally been removed from various platforms.
Diverting the public's attention
In addition to the above two points, diverting the public's attention is also an advanced skill in crisis public relations. In today's self-media era, personal speech has become more and more difficult to control, rumors can be spread word of mouth through the Internet, and the continuous fermentation of public opinion is inevitable. In this case, it is a good way to strengthen the linkage of the media, control the media's public opinion orientation to a certain extent, and appropriately divert the public's attention. However, for small and medium-sized brokerage companies, it is difficult to achieve this.
In fact, Zhang’s team is very smart. They first called on fans to close the wheat collectively and avoid confrontation. However, they visited the Yasukuni Shrine in various places. It is a place that Chinese tourists can also go to, which once again triggered more resistance. And disgust.
In fact, there is currently no public relations company that specializes in serving celebrity teams. When a crisis occurs, it is usually the brokerage company itself that is carrying out crisis public relations and brand and reputation management. In addition, they are the so-called "deleting companies", which are generally based on entertainment marketing and do not understand public relations strategies themselves. The lack of public relations experience makes it difficult for brokerage companies to be leak-proof in actual work, but often "mines". This is indeed the case for
. Compared with the more mature Internet industry, the public relations awareness of the entertainment industry is weak. Many brokerage companies have media posts and propaganda posts in the structure, but almost no public relations posts, which causes many artists and teams to subconsciously push the responsibility to the outside world when a crisis breaks out, and they will also hold on to them when seeking public relations services." It is quite unwise to think about the attitude of "seeking a doctor in a hurry" and expecting to use public relations to smooth out the crisis.
Please note that public relations is not a panacea, and even successful public relations cannot satisfy everyone. What public relations can do is to clearly explain the facts and minimize the impact of negative news.
Therefore, instead of studying hard every day, it is better to study the guidance of public opinion, it is better to strengthen the operation of the fan, raise the awareness of public relations, and put the crisis in the cradle. For the entertainers themselves, it is also necessary to strengthen self-management. Otherwise, once a principled issue is involved, there will be no public relations methods to help.
I heard that the celebrity teams in the entertainment industry are conducting self-examinations recently. I hope you can do it yourself.
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