The title picture comes from: Figure Worm Ideas.
“What is the climate this year? Because of the cold winter of the industry, entertainment media ca n’t continue to write seriously, and they have begun to transform into a small era, relying on the ‘breaking news’ artist team to make ridicule and ridicule to generate traffic?”
A few days ago, Sohu Entertainment posted a celebrity red and black list, and the unreliable star team, an artist propaganda finally could not help but spit on Weibo.
Yesterday, Southern Weekend published a “After the film propaganda party kicked the reporter out of the media group”, covering the story of “New Evening News” reporter Gao Yun being kicked out of the group by the “Special Police Force” because he did not issue a draft. By the way, the artist’s propaganda of various disrespectful behaviors to the media has aroused heated debate in the industry.
The project party and artiste party, marketing company, media, and the third party A, B, C on the publicity link broke out at the beginning of the year.
“Anyone anonymously broke the news all night and searched for PR. Who can beat us.” Artist Fang sighed.
“Which platform, company, artist, or media isn’t Daddy? We all ask for help.” The marketing company laughed at itself.
“We are just tool people who don’t need to think. Don’t even send a manuscript unless it is issued in accordance with the rules.” The media people are indignant.
A veteran entertainment journalist sighed at the matrix number marketing entertainment theory of entertainment capital theory (id: marketingyuzijiang) , the current public opinion environment, The market environment and the internal logic of the industry have changed significantly from a decade ago, and the so-called professional standards have also changed significantly. Under the new environment, some traditional media people ’s ideas are indeed outdated. “Of course, this“ backward ”does not include derogation. The serious attitude of traditional media should not be exchanged for the slowness and insult of publicity. “
But there are also propaganda staff of Party B who have suffered a lot from Xiaoyu. “The action of kicking the group is a little rude, but the release of the draft is also the norm in the industry. Party A is pressing. If the reporter and teacher know our needs in advance In the case of some uncontrollable things, justIt really pushed us into the fire pit. “
The two sides have different demands, and it is natural to have differences.
The question is, can’t this state of incompatibility really change? What should we do to make the two sides win-win?
Entertainment capital talked with some entertainment journalists and publicity personnel.
Splints only need to protect themselves, promotion: customer media kneeling on both sides
Party B’s propaganda between the project party and the media often has a painful experience on both ends.
“Forget it, it’s like tap water that cost money.” After Xiaomu’s 20th communication with the reporter was still fruitless, he finally waited for Party A Songkou to give up and let the reporter revise it.
In the final manuscript, there is only a little bit of content left on the publicity of the project that Xiao Mu is responsible for, and the reporter’s statement is always: This is the style of our media.
After this expensive cooperation, Xiaomu and his colleagues have put this media on the “blacklist” and are planning to never cooperate with this media again.
For the S + project on a platform, there are more than 90 manuscripts that Guangxiaomu needs to work with, including about 30 publicity manuscripts, 15 manuscripts on publicity, and dozens of public account articles.
For Party A of Xiaomu, they need such media to publicize and endorse the project, and those media with high influence are not only expensive but also face difficulties in communication with reporters. At this time, the propaganda staff must The “work”, in Xiaomu’s words: “We can only grind back and forth between the two sides, kneeling on both sides.”
After all, from the perspective of Party A, the channel influence of mediaAfter the resounding, they cooperated with the media through payment methods. Even if they invited reporters to participate in the event, they would pay the carriage fee. the company.
Party A must ask the media to bring positive publicity needs. At this time, journalists like Gao Yun who are unwilling to just issue a draft and give up observation and expression have become high-risk factors in the eyes of publicity. Come negative. This deviation is the contradiction between Gao Yun and the “Special Police Team” propaganda staff, so a reporter was kicked out of the group chat later.
“It’s too unprofessional to do this.” A veteran propaganda leaflet disagreed very much with the “Special Police Force” propaganda, “there is no need to go to this step at all.”
She believes that Majored propaganda staff will have enough respect for journalists, because propaganda is to use the wisdom of reporters to discover new bright spots to detonate topics and positive public opinion. If the reporter only publishes the draft, it will not only help Party A’s propaganda needs, but also waste time and energy for the interviewees.
In her opinion, if there is a case where journalists are forcibly sent to press releases in the process of cooperation between the media and artists or project owners, there are generally two reasons below.
First, the reporter and the propaganda did not communicate well before the writing. The propaganda was not sufficiently involved in the outline of the reporter or the interview. As a result, the reporter and the artist or the interviewee had no taboos while chatting. Be aware that some content can be risky.
Because of the discussions and conclusions made by many industry media when discussing artists and projects in depth, someFans or black fans will have completely different interpretations, which are misinterpreted by normal industry reports.
Just because of the difference in discourse system, the public lacks awareness of professional vocabulary. For example, “marketing” is a normal behavior in the industry, but it is very negative for fans. The matrix number of the entertainment capital theory marketing Yuzijiao (id: marketingyuzijiang) has been followed by fans because of the word “marketing” in the name Scolded as a marketing number.
In addition, for artists, the current fan environment has very strict requirements on them. Even the remarks or opinions about certain things many years ago may be dug up after many years as a supporting artist. “evidence of.
In order to minimize risks and save communication costs, some publicity will force reporters to abandon the content of interviews and personal observations and choose to publish the draft. It is better than being misunderstood and causing greater harm to artists or projects.
Both of these situations are caused by insufficient professionalism in publicity. Whether it is insufficient grasp of the overall process, which leads reporters to do a lot of useless work, or too cautiously hindering authors’ creation, the essence is inappropriate publicity.
But there are a lot of publicity also feel aggrieved: “Sometimes it is helpless to block reporters. It ’s too much of a question to ask. In the case of live video and shooting, we are also afraid that the interviewer will be on the spot. Then there is an omission. “
Zhang Orange has encountered a lot of reporters who deliberately set artists for news. For example, after the “Zhai Tianlin Unknown Network” incident, many reporters will ask face-to-face graduation thesis written by artists who have just graduated. Have they ever used the question of Zhiwang, obviously they want to make the artist jump.
(id: marketingyuzijiang) , he once gave an artist Arranged the interview. The artist himself is very talented and frank, but this well-known media sent a very young reporter, “The questions are very rusty, and I feel that I haven’t picked more than 5 people at the moment. I think I am better than others. She asked very well. “After the collection, the artist was disappointed that he did not want to talk to this house in the future.
At other times, idol stars under the domestication of the entertainment industry met “old-school” media people who wanted to talk seriously. Idol stars are afraid or ca n’t talk openly, and the reporter feels tedious sitting opposite. “A few hours of interviews is a lie for hours, and it is destined to talk nothing.”
It’s not just the quality of the talents in the media circle, but also the propaganda industry.
Publicity is a very front-end job. The content is trivial and complex, and the number of people facing it requires practitioners to have connections and experience. However, with the departure of talents from head film and television propaganda companies and artist companies in the past, new artist studios and small and medium-sized marketing companies have been established. Propaganda personnel who have accumulated for many years often leave this position or no longer connect with media and customers on the front line. But became the head of the new company.
The corporate culture and talent inheritance of these new companies are all lacking. They cannot create a good learning environment for the promotion of newcomers. Many newcomers will face the media when they do not know how to deal with unexpected situations. Especially when the flow of iterations is accelerating, many propaganda around the stars lack sufficient professionalism, and incidents of trial and error with artists and projects frequently occur.
These can be avoided in mature propaganda. For Xiaoye, knowing the reporter ’s background, style, and even preferences is the necessary homework to ensure that the report is not wrong. “I will not let me know Reporters come to interview my artist. “ Every link from the outline to the draft, Xiaoye will communicate with the reporter to ensure that certain issues will not arise, and even the final drafting direction will do some Guided work.
At the same time, the advent of the network information era has also made the discourse systemThe contradictions are magnified infinitely, and audiences from different channels have very different views on the same content.
For example, the word “marketing” is usually positive in the eyes of the B-end audience, but often derogatory in the eyes of the C-end fans. As a propaganda, the wording of different channels must be used to avoid negative public opinion. And those who have just joined the industry have not been able to do such homework, and often do not have such communication awareness and skills, and often appear to make reporters feel disrespected.
Even though journalists have some criticism, in most of the game between journalists and propaganda, journalists are usually the ones who compromise. Because compared with a manuscript not published, the loss caused by the hacking of the project and the artist is greater.
“The difference between good publicity and poor publicity is how to keep journalists peaceful after compromising, instead of bringing greater negative public opinion by posting online, and then publicity will be the responsibility.” Means.
For journalists, with the popularity of commercial media, the survival of traditional media is indeed getting more and more difficult, but some mature traditional media reporters have figured it out. “In the future, there are only two outlets for entertainment media. They will either be purely commercialized and become channels for entertainment marketing; or they will be fully fanned to provide content for fans.” Said an industry-leading entertainment journalist.
She mentioned an industry-leading magazine that writes in-depth reports for celebrities. “Like them, one or two traffic stars cover a year to support revenue, and the rest of the time is focused on the in-depth reports that you want Very good. “
In the new media environment, this kind of well-known media with in-depth writing and writing skills, but also good at packaging film and television projects and celebrities, will be popular with propaganda parties. Traditional media based on presenting objective facts will be frustrated in this context.
Yu Ji has complained to Xiao Yu. Now the propaganda side believes in the simple and rude dichotomy. The manuscript praises our movie as well written, and the manuscript is bad if we sing our movie. The media and the propaganda have different positions. Doomed to be divided.
So, will there be objective and fair reports in the entertainment industry in the future?
Xiao Yu believes that you don’t have to be so pessimistic. Propaganda parties often pay attention to the window of dissemination. Many so-called negative content is not forbidden. A senior entertainment journalist said that there was a negative version of the film that the other party asked not to post it in the first three days of the film. After this period, it could be issued.
The previous fashion event report by a head magazine “connoted” many celebrities participating in the event, which was also released after the event.
“What nodes do what is already industry awareness, the propaganda team can avoid the negative manuscripts from affecting the activity, and the media has also gained a certain expression space and influence.”
Entertainment journalists and film and television propaganda are mutually reinforcing relationships in themselves.
Whether it is more than a decade ago or now, only the strength of the right to speak, not the fact itself. Although it is difficult to reconcile the basic positions of the two sides, differences will inevitably arise, but the improvement of the quality of industry employees will make this running-in smoother. Instead of complaining that the other party is difficult to cooperate with, it is better to work hard to improve your professionalism and make the industry more standardized.