On May 24, the research group of Professor Yu Guoming, Executive Dean of the School of Journalism and Communication of Beijing Normal University, released a research report on “Public Opinion and Public Opinion Tracking and Monitoring”. The report shows that the e-commerce industry has replaced food, beverage, automobile and other industries, becoming the hardest hit by the Internet’s malicious promotion of the phenomenon. Internet “black public relations” often lead general industry problems to specific competitors, for example, the spread of stigma such as “fake depression” and “second-hand east” to promote malicious spread.
The report uses “black public relations” and “malicious marketing” as keywords to search the Chinese newspapers and periodicals database to find out the Internet-related malicious promotion events from 2003 to 2019 A total of 52 cases. According to statistical analysis, more than 90% of such black public relations incidents behind the scenes are suspected to be “head companies catching and fighting”, with the purpose of “damaging the business reputation and commodity reputation of competitors”, a strict network of black goods has been formed. Chain.
The report uses black public relations cases encountered by many companies as samples, and summarizes the typical propagation mode of the “black public relations” incident. Some head companies use professional public relations personnel to pretend to be reporters or correspondents, or use third-party marketing agencies to fake fake news or discredited content as “seeds”, and then deliberately induce them through naval accounts to achieve malicious spread and harm competitors Final goal.
The report believes that the “black public relations” incident has infringed on the business reputation of related companies, and that the online black public relations behavior has become a social cancer of the network, and it is suspected that the Internet criminals have committed crimes. Persist in the fight, “It hurts Internet companies, and it hurts the healthy development of China’s economy.”
Professional public relations posing as public officials make news, “Fake depression Keywords such as stigma spread
According to reports, many companies such as Tencent, Pinduoduo, JD.com, Meituan and others have disclosed similar “black public relations”. The report analyzes 52 “black public relations” incidents in recent years and describes the overall status quo of this phenomenon: the food and beverage sector and the e-commerce sector account for nearly half. Taking 2010 as the boundary, such incidents were previously concentrated in the food and beverage field, and are currently concentrated in the e-commerce industry.
This is because in recent years, the scale and market concentration of e-commerce enterprises have become greater and greater, and the competition between enterprises has become increasingly fierce. E-commerce companies are concentrated in first-tier cities, and July and November are the golden marketing season each year. Therefore, the first-tier cities and the summer and autumn seasons are the peak periods of the “black PR” incident.
ReportThe report also analyzed the main attack points, main means and suspected behind-the-scenes push of the “black public relations” incident.
Among the main attack points of the malicious transmission incident, “business normal operation problems” account for nearly one-third of the total, mainly including malicious interpretation of business changes of the enterprise, such as normal Business adjustments, revenue changes, etc.
In addition, it is a malicious interpretation of normal news. For example, some companies promote the protection of intellectual property rights and assist the relevant state departments to fight against normal behavior, but they have been exaggerated by black public relations in individual cases, maliciously guiding their own industrial problems to other competitors, and converting common problems into competitors Individual problems, and promote the malicious spread by means of stigmatization such as “fake depressions” and “second-hand east”. 
▲ A lot of self-media lacks a clear logo, even named by rubbing the ball, etc. To deliberately induce ordinary netizens to guide ordinary netizens to think that these self-media accounts are also regular news media with strong social credibility. Specifically at the operational level, a complete professional division of labor has been formed behind the “black public relations” incident. The first is that the gold master entrusts relevant institutions to produce “seed manuscripts”, use a certain platform for dissemination, and carry out external communication main body assists, and finally form a certain scale advantage, and then form a negative stereotype and recognition of competitors among some netizens. Knowledge framework.
Research indicates that there are two ways to “spread seeds”: one is to find a self-media account with weak credibility and needs traffic, and the other is to disguise and buy news reporters Washing manuscripts, for example, a professional publicist disguised as a public official in the media, such as a correspondent, publishes a “black manuscript” in the name of a press release.
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