So please respond positively.

Editor’s note: This article is from the micro-channel public number “consumption observed” (ID: consumer-insight), Author: Lee let go.

2021 has just started, and the entertainment industry is so lively.

Some children were born secretly, and some were secretly thrown away. First, Zheng Shuang was exposed to surrogacy and abandonment, and then Hua Chenyu Zhang Bichen admitted to giving birth in secret, and then Peng Yuyan crushed the rumors of coming out of the closet… In just ten days, dozens of celebrities in the circle have spoken out and refuted the rumors.

Among them, Shuangzi and Huahua’s responses are the most representative, which is worthy of careful consideration in the public relations community. After all, in 2021, public opinion will be more ferocious than the epidemic. When faced with a crisis of public opinion, completely different handling methods will also bring about completely different results.

Quick words: the disaster scene in the public relations industry

Simply sort out the important nodes in Zheng Shuang’s response:

  • On January 18, Zhang Heng issued an article that revealed the incident of surrogacy and abandonment and various evidences. Subsequently, the official media collectively spoke out, commenting on surrogacy and abandonment as “the law and morals cannot tolerate”.

  • On the 19th, 24 hours after the incident, Zheng Shuang responded for the first time. He did not respond directly to the surrogacy incident. Instead, he was incoherent and published an article that normal people could not understand at all. article.

  • On the evening of the same day, Zheng Shuang again posted on Weibo, acknowledging that the surrogacy was true, and pointed out that Zhang Heng was cheating.

  • After that, Zheng Shuang was officially blocked.

Throughout this incident, what mistakes did Zheng Shuang commit?

  • The first mistake is to miss the golden period of public relations. As we all know, speaking before the official is the most basic, it is better to expose your scars than to be named by the official. However, Zheng Shuang remained silent for 24 hours, and did not respond until more than ten hours after the official media spoke out. This missed the most effective time period, and the subsequent response effect will be greatly reduced.

  • The second error is the famous blunt response. Zheng Shuang’s text has always been recognized as unintelligible. In the past, fans would use labels such as love brain and true temperament to defend him. After such serious incidents broke out and the official media collectively spoke out, Zheng Shuang’s successive posts appeared to be very at a loss, as if to demonstrate to the public “how to write wrong public relations drafts” and was forced by public opinion. The feeling of response.

  • The third mistake is to forcibly corrupt public opinion. Zheng Shuang’s family accused the man on Weibo, weeping blood every sentence, and muddling the sewage in the public opinion field, it can be regarded as a wave of fatal assists.

So, what should Zheng Shuang do to save this crisis?

Unfortunately, this crisis is not at the “recoverable” level. You know, crisis public relations is built on a bottom line, beyond this line, no matter what kind of public relations will help.

The premise of public relations is that you can speak up. By virtue of the legal bottom line of stepping on thunder and violating human ethics, Zheng Shuang became the first artist to be officially named and banned. The sentence “will not provide opportunities and platforms for scandal abusers to speak out” completely obliterates Zheng Shuang’s further possibilities.

In contrast, Hua Chenyu and Zhang Bichen’s response to the secret birth event was just like a textbook.

Reversing word-of-mouth: a textbook-level PR template

Why do Hua Chenyu and Zhang Bichen’s coping styles have a textbook style?

One, seize the prime time for response.

After the news of Hua Chenyu’s child’s registration was revealed, before the public responded, Huahua “suddenly hammered herself” and admitted that she had secretly given birth. Sooner or later, I admit the things that are picked up sooner or later, and I have taken the initiative of public opinion and demonstrated my sincere attitude to the public.

The world of martial arts, only fast is not broken, so does crisis public relations.

Secondly, speak human words.

In their responses, the two of Hua Zhang responded with sincere attitude and clear logic. They detailed the course of the incident. They did not evade the most important things. Instead, they responded to the public’s doubts openly and positively, and emphasized the cuteness of the children. Brings happiness.

After reading it, the public will think: “Zhang Bichen would rather not tell Hua Chenyu to give birth to a child. It’s so touching.” It can be called a model of Jinjiang literature in real life. What is a successful PR draft? It is recommended that Zheng Shuang see Hua Chenyu and Zhang Bichen.

Third, the steps are rigorous and interlocking.

In the first post, Hua Chenyu jumped out to confirm: Yes, we have children. Then Zhang Bichen stated in a long text: Without Huahua’s knowledge, she gave birth to a baby. Another post from Hua Chenyu: This child is very healing for me. Good guy, all linked together, a set of combo punches made Zheng Shuang look dumbfounded: isn’t it, can you do this?

There is not a word in Zhang Bichen’s full text that mentions Hua Chenyu’s badness, and even once took all the responsibility on himself, Hua Chenyu’s response was also full of happiness. In contrast to the mutual accusations and exposing of the Zheng Shuang incident, Huahua and Huahua have created an atmosphere of “happy and harmonious”, which suppresses the public’s rebellious psychology to the greatest extent.

Fourth, the right time.

Privately, Shuangzi has at least half of the credit for this successful PR incident. The Huahua incident has received a lot of praise and blessings. To a large extent, the surrogacy and abandonment of Zheng Shuang caused public outrage, which greatly increased the tolerance of the public. After all, your Hua Chen Yu Zhang Bichen’s child was born by yourself, and you have admitted it generously. What is unforgivable?

Choose to publicize the news of having a child at this time and take responsibility. It is almost stepping on the cold Zheng Shuang to accept everyone’s blessings. Thanks Zheng Shuang!

However, Bai Mi also hasA sparse, this public relations also has its shortcomings.

On the second day, some netizens picked it up. About half of Zhang Bichen’s long response was copied directly online. This is embarrassing… a 100-point response to the long article, but 50 points are copied? Fortunately, the limelight has passed, and the plagiarism incident has not caused much waves. After a wave of blessings, netizens rushed to the next hot spot.

Crisis Public Relations: Acknowledge your mistakes and stand upright when you are beaten

There is a very famous line in Hong Kong movies, “Acknowledge your mistakes, and make decisions when you fight.” It means admit if you make a mistake and stand upright if you are beaten. .

The same is true for crisis public relations. What is public relations? Public relations are public relations, and to engage in public relations is to improve relations with the public.

When faced with a negative crisis, many companies or celebrities like to find the media to delete posts and retract articles, and then publish a large number of positive reports in an attempt to reduce the negative impact. However, avoiding the problem does not make the public buy it. The correct way is to respond positively and sincerely apologize.

  • Whether it is celebrities and fans, companies and consumers, brands and users, the most important thing in a relationship is sincerity. In any public relations speech, you must be sincere, admit the mistakes first, and say sorry for occupying public resources if they are correct.

  • Then make things clear, be organized, and let the public fully understand what happened. No one likes ambiguous and vague responses.

  • I have finished explaining the causes and consequences. I need to inform the public what to do next, and in the same sincere tone to invite everyone to supervise, or thank you for your concern.

  • Finally, I would like to express my adherence to the original aspiration, always withThe determination of the fans/consumers to be together, the last wave of value, showed full sincerity.

Of course, compared to a cookie-cutter PR template, sometimes a response full of personality can be more popular.

You don’t see you, there is Ma Yili in front of the five-character mantra of “Let’s do it and cherish” blocking the mouths of all the people, and there is almost Peng Yuyan “fake, boring, rotten” seven The word responds to the positive rumors. But not everyone has the courage or ability to do this. Therefore, when encountering a negative crisis, companies or celebrities may need to pay attention to a few principles:

  • Speed ​​first: Crisis events spread rapidly, and seizing the opportunity is the key. Respond one hour late, maybe the result will be completely different.

  • Sincere communication: Sincere communication can reduce public distrust. To a large extent, attitude determines the direction of public opinion.

  • Responsibility: Not shirking or evading is the basics. The public does not want to see evasive responses, but needs to see you give a timely response plan.

  • Embrace public opinion: Don’t evade public opinion. Public opinion represents the public. Never stand against the public, but embrace them.

So, please respond positively.