Show Luo Is Deeply Trapped In The Crisis Of "Human Collapse". How Can A Brand Save Itself?

Another pair of entertainment stars hashtag love couples broke up, Show Luo and Zhou Yangqing nine years of love has made countless netizens become "lemon essence", and "slag" to the breakup also let netizens shout "eat melon is really happy."

When the brand spokesperson falls into public opinion, the brand can't sit still. While enjoying the commercial value brought by celebrities, celebrities should also think about the role of human beings.

Will Show Luo be cool in this crumble crisis? I don't know at the moment. Is this brand cool when it comes to the spokesman's crisis? How should a brand handle the spokesperson crisis?

April 23rd is the "World Book Day". In the "full network surfing age", the longest article read by "surfers" is that Zhou Yangqing's "intimate" parted micro-blog.

As early as the beginning of this year, Show Luo and Zhou Yangqing were suspected of breaking up because of their interaction on the social network. In the face of this rumor, Show Luo's agent said in March that "entertainers do not respond to private matters". A month later, Zhou Yangqing announced that he had split up with Show Luo for a long time, exposing the men to several leg breaks and maintaining improper sexual relations with the artists and makeup artists of the company through two mobile phones. As soon as the text came out, the netizen enjoyed the instant passion of eating melon.

At 12:12, Show Luo finally made a brief response, saying: "many things can be said clearly without a single word, and no longer will be explained. "

The most recent entertainment circle is "one melon is not equal to one melon," and Show Luo, a "master of time management", has "PUA player" Qu Chu Xiao. Qu Chu Xiao girlfriend broke the news that she had a "special hobby" during her love affair, and the melon friend exclaimed: "Qu Chu Xiao is Show Luo's reinforcements."

Behind the collapse of celebrities, it is not just the stars themselves who are cool.

　　 People's anti rejection

The entertainment industry is keen to create "a romantic companion", by creating friendly, quiet people to attract fans' attention, get traffic and win capital investment.

Jiang Fangzhou said in the third round of the round table, "the stars collapsed and the red card was sent off." This is not a supply side business, but a demand side. What kind of people do you need for your fans? What kind of person do you want from the economic company?

Consumption expectation is the satisfaction of fans' expectation of consumption. If there is a fall, the value of fans will drop.

The collapse of Show Luo's incident is not just a fan but also passers-by. As a result of the long time sticking to the boyfriend, it has led to public impression that Show Luo has generally formed a "prodigal son not to change".

The Japanese idol group AKB498 is the earliest "submachine gun" set up in the era of the people. When Akimoto Yasu was going to train them, they set up the ordinary girl who grew up with the otaku. It means that AB848 has made a debut at a very young age. In real girlhood, the economic companies set them up to grow and work together with fans, and not to fall in love.

In fact, this is the process of giving hope to otaku and giving fans hope. But AKB48 will graduate after a certain age, and after graduation, it is equivalent to extricate itself from this person, not to set up a person before himself.

The outbreak of Wang Yuan's smoking is actually a human anti infection. Wang Yuan's label is "cute cute sunshine positive energy teenager". Fans can only accept the clever obedient model young Wang Yuan, once there is a moral stain, it will be a huge bite.

In fact, smoking is not a violation of morality. There are also many stars smoking. There are many idols who smoke, but there is too much difference between smoking behavior and Wang Yuan's personal settings.

People have two sides. When celebrities are enjoying the benefits brought about by people, they should also think of the negative effects of human beings when they bring huge commercial value. Show Luo, who is "loving and considerate" and set up by her boyfriend, should also think of the negative effect of human activities when he receives soft hands.

　　 The key to L'OREAL's "lie win" lies in the pure culture of peduncle culture.

In this popular eating melon craze, melon friends seem more than the development of events themselves, but how this incident is stubborn, reflecting the collective wisdom of the public eating melon revelry.

What is playing the trick? For example, "the youth has you 2" came out of the show, "yellowish long skirt, fluffy hair" and "it's like a dream. It's still very touching after waking up for a long time". After the two creation of netizens, it can become a phenomenal screen.

But in fact, "yellowish long skirt and fluffy hair" is not particularly funny in itself. Today's peduncle culture has grown into a slim yellow flower girl. Yesterday, Show Luo announced that he had become the spokesman of Mengniu Zhen Zhen. WeChat's promotional materials have not yet been able to get off the shelves and have been created by netizens for the two time.

Not wanting to contribute to the net friend's "pure material", the official recruitment of micro-blog was deleted at the initial time, and micro-blog's spokesperson was replaced by Zhao Liying.

On the one hand, it is pure Zhen's hot scratching and scratching his cheeks, while L'OREAL is rubbing the hot spots of black circles.

On the other hand, netizens wondered how Show Luo became a master of time management. At the same time, he put micro-blog's hot topic on top of the topic.

According to the micro hotspot data, after today's 9 points, the heat of L'OREAL and dark circles continued to flourish, of which L'OREAL's heat peak reached 62.34, and the black eye heat peak reached 77.31.

In fact, L'OREAL's fast catching up with hot spots is less likely to generate windfall. Micro-blog's hot search advertising needs to be scheduled. Bumped into the L'OREAL of the Universiade, picked up a cheap trick to create a peduncle culture, and hit the half way Show Luo incident involving the word "black eye". L'OREAL should be the most grateful person for all kinds of users.

What strategies should the company take to cope with the crisis of spokesmen?

People are not as good as the heavens. This "black swan" incident is like a double-edged sword, which can quickly damage the brand.

Just like the "Xiao war incident", the platform was swept up by all circles in the same circle of people who had been stabbed by Laoyu and Laoyu, and there was a great feeling of "killing fish and dying out", from the brand endorsement to the film and television drama works, and then to the endless variety of black materials.

Zhang Yi, founder and CEO of AI media consulting group, said in an interview that such problems began to emerge in 2017. "Artists' comments in the past year have touched the bottom line, so inadvertent brand choice will lead to their own damage."

　　 What strategies should companies take to cope with the crisis of spokesmen?

　　 First, respond quickly.

The first and foremost task of dealing with the crisis is to quickly control the development of the situation, solve problems as soon as possible, avoid problems spreading or upgrading, and take effective and pragmatic public relations measures to restore the situation.

The urgent task is to complete the cutting of the correlation between brand and star negative news as soon as possible. Once a star's negative news is settled, a standard and clear disclaimer is essential.

The principle of speed first applies not only to the Star PR statement but also to the PR statement of any enterprise. Only when a response is given within 48 hours of a crisis can we miss the opportune time of public opinion guidance.

　　 Two, take the initiative to deal with

Proactive coping is the most effective way for stars to win public understanding and sympathy, and is also the most effective way to manage star crisis. When a star is in a crisis, the only way to deal with the crisis is to take the initiative and respond positively. Otherwise, things will only get worse. If it is still denied or faced with other obvious excuses in the face of obvious events, it will not help the crisis at all, and it will add fuel to the fire.

　　 Three, weaken and weaken negative news.

Brand choice spokesperson is actually an investment behavior. Investment is risky, so the brand should bear the risk of failure when choosing a spokesperson. Do not want to contribute to the net friend "stalk material" pure Zhen in the fastest deleted official Xuan micro-blog, but also changed the micro-blog's open screen spokesperson to Zhao Liying. Zhen Zhen, who moves very fast, can weaken the negative impact of Show Luo's events as far as possible by exchanging other spokesmen's actions.

　　 Four, continuous attention to the follow-up of events.

In the face of the negative news, blindly avoiding and not facing will only make public opinion even more offensive. The public wants to see an attitude, regardless of whether it is right or wrong, attitude is the most important.

After the public apology, the public relations often overlook the most important point, which is the continuity of public relations. Star public relations team believes that crisis public relations events will soon be submerged in the daily mass of information iterated and updated. The memory of the netizens is only three seconds, and the heat of the search is no more than three days. Those unidentified "melon eating masses" who are coerced are often easy to forgive the litigants. The anger of "eating melon masses" will also shift over time. In fact, such a PR thought is totally wrong.