Mode Research: Public Relations No Longer Give Power, Xiao Hong Book Is Really Yellow!

On the evening of July 29th, Xiao Hong was put off the shelves and released the news. At 3 a.m. on August 1st, Xiao Hong finally issued a statement.

The statement is very short. There are altogether 62 words: Little Red Book APP has recently been put on shelves in the major application markets. Xiao Hong has also launched a comprehensive investigation and rectification of the contents of the station, and has thoroughly investigated and corrected itself, actively cooperated with relevant departments, and promoted the optimization and upgrading of the Internet environment.

The contents are roughly two points: first, the little red book is off the shelf (as you all know); two, the little red book will reflect on it well and start from the beginning.

One

From the discovery of the little red book to the little red book statement, it took more than 50 hours. More than 50 hours later, the little red book finally made a statement, acknowledging that it was "simple and brilliant".

During the more than 50 hour period, the big news outlets, such as blowout, issued numerous messages on the shelves of the little red books. Some media also exposed the reasons for their shelves. The netizens heated discussions, and micro-blog's hot search rose straight up, and rumors of Xiaohong were flying.

On July 30th and 31, WeChat once circulated, searching for "Hotel punch cards" in the little red book, and the notes of the hotels of all kinds of fragrant beauty "grass planting" will be filled with screens. It is said that these beautiful women can finish some transactions which can not be described through "covenant". The news was not true or false, but in the past more than 50 hours, rumors had spread throughout the whole network, and some people even wrote messages under these notes: seeing "news" and then looking at the true and false.

On the 31 day of the day, ID:caishiMV published the article "Xiao Hong", "Huang"? In this article, because it failed to verify whether the rumor was true, it finally decided to give up the content.

But according to the different time contrast, the little red book on the day searches for the page of hotel punch card, which is quite different from the current page.

The little red book on the day searched for the "Hotel punch card" page.

Now (August 2nd zero) is like this:

Rumours in the bookshops do not know whether it is true or not. Xiao Hong's news about yellowing is not clear, but after searching for the word "Hotel punch card", the little sister wearing bikini is gone. Is it the internal adjustment of the little red book that has lost the sexy little sister?

But even after making adjustments, Xiao Hong's "yellowish" message, whether true or false, has entered many people's cell phone chat records. The statement of Xiao Hong is too late.

Moreover, the statement did not give any explanation to all the problems circulated, and one sentence "a comprehensive investigation and rectification of the contents of the station, in-depth self-examination and self correction, actively cooperate with relevant departments, and promote the optimization and upgrading of the Internet environment" encompasses all. There is "suspicion" that all problems will be recognized.

So is this statement acknowledges all the issues circulated? Surely this is not the purpose.

Two

The fastest response to Xiao Hong's book is on the eve of this year's 315.

In March 14th this year, some media reported that some professional promotion teams could do a lot of promotional activities for small red books, including placing the top, writing notes, sending comments, commenting points, and collecting hot searches. It is divided into written substituting and written by people, and the price varies according to the number of fans. Different promotion teams have different promotional costs.

The bad incident directly affected the foundation of Xiao Hong's book.

Once the news was released, Xiao Hong's team responded to it on the same day. The details of the content and the rapid reaction were compelled to be praised.

But in fact, Xiao Hong published a statement on the same day and admitted that he had written the case and said that it had not reported much effect after he had called the police. Although the statement was issued in a timely fashion, "Xiao Hong wrote 50 yuan and one article" but still ranked in the hot search list. Responding to the wrong time, the amount of the announcement, the amount of comment and the amount of praise are few. Instead, the story of "acting" is still bubbling with excitement.

Another point to note is the statement that the middle and small red newspapers have been alerted to the police, but the police seem to have been the omnipotent means of public relations for the little red book. The little red book that has revealed the information of the users reveals that the response of Xiao Hong's book is also an internal investigation and then an alarm.

It seems that there are different ways to write stories. Different crises, the same mentality, as long as there are problems, first self check and then alarm. The problem itself seems to have nothing to do with Xiao Hong's book, because they have called the police, they have also checked themselves, others are external violations.

The official language can not solve the problem response, and ultimately hurt the hearts of users.

There is a small red book senior users reflect that they have thought of such a large platform on the set, there will always be bad notes, such as their grass notes are not allowed to write bad content, or bad reviews. They will judge by mechanism and decide whether to upload. Since they have such a sense, his PR team must have some ways to deal with the crisis in crisis and crisis public relations. But when their grass notes were captured by netizens, the response was a state of no pain and no itch.

This phenomenon has long existed in Xiao Hong's book, but this phenomenon is still difficult to eradicate until today.

In July 17th, Xiao Hong published the second quarter anti cheating report. It said, "on average, we clean up 4285 brushes per day, averaging 18.6 brushes per 5 minutes." In addition to the amount of machine brushes, 920 manual brushes were cleaned every day.

Even if we publish the results of cleaning data, we will not change the black industry chain behind Xiao Hong's book.

On the day of the little red book, the Southern Metropolis Daily reported the black industry chain in Xiao Hong's book, the sale of banned drugs and the chaos of medical beauty. In the report, there are many medical beauty drugs that are not approved in China. They are "grass" in Xiaohong's book, including botulinum toxin known as "thin face artifact" and placenta element known as "rejuvenating". According to a press survey conducted in Nandu, many businesses said they sell illegal drugs and support the "one-stop" service. In addition, there are many promotional contents in the little red book, which is hard to imagine.

It is said that now is the most strict control period in the history of Xiaohong book. Uploading notes will be screened by the system as brush quantity and not pushed. The problem of brush quantity has not been solved, but it has affected the experience of many users. Some of them are choking off.

Three

In the next storm, Xiao Hong's book broke down around 1:50 in the morning in July 31st. Somehow, there was a crash. Netizens had expressed their opinions in micro-blog. After a few minutes, the little red book APP returned to normal. Such a problem is not great, but there is no voice from the beginning to explain why, because such a problem is too small for the little red book, and it is not worth mentioning at all.

A former vice president of public relations, who once worked in BAT (one), said half a year ago that the head of Xiaohong's book showed a tendency to recruit them when he contacted senior public relations personnel. But in the process, he was reluctant to make a statement and was not willing to spend money to recruit talents.

Today, however, there are some deficiencies in the public relations performance of Xiao Hong's book, or it is related to not paying attention to senior public relations talents.

1. slow response, general statement

In the next storm, Xiao Hong lost 48 hours of gold. In this incident, rumors spread all over the sky, and the more speculation about the reasons for its going off, the more secret it was, the more it came from all kinds of "Rhapsodies". Especially in issuing a statement of "introspection", there is not much explanation, but it makes people feel that there is a lot of admitting mistakes. Although some media reported the response of Xiao Hong's book, but in the statement, there was no guidance and interpretation of the circulated things, more ambiguous, which brought people's doubts and increased a bit.

2., the timing is not right, too "official".

On the eve of the "315 generation" storm, the public opinion was standing on the side of the book. The statement of the little red book was directly submerged in the network flood. The statement was not very effective, or it hardly played a role. And in the statement, in addition to expressing their efforts, the police left the alarm. It's too cold for users who really use the little red book. Now more than 4 months later, the problem of "acting" is still behind, the black industry chain has been exposed, more users began to doubt the platform itself.

3. insufficient understanding of public relations in Enterprises

Establishing a good reputation is the secret of successful operation of an enterprise. In the course of the operation of an enterprise, the reputation of a company as an important resource needs constant maintenance by its public relations. The way of dealing with public relations talents by small red book directors will, on the one hand, miss important talents. On the other hand, there will be some deficiencies in their own goodwill and their maintenance in the corporate image system.

In the next storm, Xiao Hong's public relations reaction is slow, making the outside world guess little about the red book. Media reports, not reported, all kinds of rumors fly, even after the release of the statement, it can not touch the doubts of many people, so the role of this statement is small or even negative. More importantly, in the past six months, the negative information on Xiao Hong's book has been separated from each other. If we do not pay attention to the goodwill of the company, we will lose more users. And the lack of a good PR team will allow them to experience the lessons of the market before they can grow in these areas.