Roy compared smoking with Zhang Yunlei's teasing to understand the difference between first-class public relations and sand sculpture public relations.

Internet age, Internet age, on the one hand, amateurs can suddenly become stars. On the other hand, stars will be hammered by netizens because some small details are not rigorous.

By the way, there are many classic cases in which an amateur becomes an online celebrity, but I want to praise the team behind Xi 'an's "tumbler girl". The whole planning and follow-up arrangement of "Tumbler Girl" is well organized. Not only did the pickup truck become popular in the morning, but it also became popular with colleagues. Later, the city that never sleeps in Datang became popular, and even took the whole trip to Xi 'an, and staged the myth of "one person became popular in the city". Picachen made it clear that he would not sign a contract or endorse, and a wave of goodwill broke out in an instant. This team's coquettish operation, full marks.

Anyway, this article is about public relations. Let's start with a top public relations case.

First, Roy smokes.

In crisis public relations, I admire the public relations team behind Roy. Let's sort out the ins and outs of "Roy smoking".

1, Start: Sohu Entertainment released an exclusive photo of Roy smoking, and a stone stirred up a thousand waves.

2. Fermentation: Roy smokes at the top of the hot search list at an extremely fast rocket speed, and the top flow is the top flow. Even the Zhihu hot list is the first, convinced.

3. Dump the pot: Roy has 70 million fans, and fans soon began to criticize and whitewash spontaneously. One of the key points is to dump the pot and drag a bunch of smoking stars into the water.

4. Official: Around noon, Beijing Tobacco Control Association responded that Roy's indoor smoking violated Beijing tobacco control regulations.

5. Apologize: At two o'clock in the afternoon, Roy issued an apology statement. This speed is really fast. It took only four hours from the exposure of Sohu Entertainment to the release of an apology statement, which forced the public to recognize his sincerity.

6. Clear the scene: However, after Roy issued an apology statement, although many places made good prosecutions and evaluations, it still had a negative impact. Therefore, the public relations team chose a clever trick to distract attention.

Roy's smoking triggered a series of hot searches, such as "Teasing Jerry to be a bad boy", "Roy falls in love with YCY" and "Roy likes Nana Ou-yang". Such a series of obscene operations immediately drew the public's attention away.

7. Closing statement: Not only did the entertainment stars send articles to express their understanding of Roy, but the BBC also reported that Roy smoked and the big V was wronged by Roy. This is basically the past.

8. Value-added: After a long time, the video of senior media person He Fengrun interviewing Roy was exposed, and Roy apologized again and deeply reflected in the interview. Not only did this video not have any negative impact on Roy, but it enhanced Roy's image as a good boy who corrected his mistakes.

See, top stars with top public relations teams, that's the effect. You know, it doesn't seem like a big deal for Roy to smoke, but it's against the tobacco control regulations. This kind of hammer can be quickly taken out by the public relations team, and then in turn, this is called god operation.

Of course, this is inseparable from Roy's cooperation and frankness. His apology without hesitation really played an important role in the first place. Reminiscent that he even apologized for climbing over the railing before, it can be seen that in his mind, "Be a good child if you make a mistake" is true, which is also the main appeal of the public relations team.

Ok, after watching the Sao operation of top-stream public relations, let's look at the reverse Sao operation of sand sculpture public relations.

Second, Zhang Yunlei quipped

First of all, compared with Roy, smoking is the hammer that really violates Beijing's tobacco control regulations. Zhang Yunlei's obscene jokes are more reflected in the violation of social public order and good customs. This matter can be big or small, just like when you swear in the street, the other person will pass without arguing with you. To argue with you, it may be a fight or even a bloody case, followed by detention.

Let's see how Zhang Yunlei and his team handled it:

1 at noon on October 23rd,1,165438+ broke the news on the Internet, and the video focused on the incident of smashing and looting. The author also sent an article this afternoon, pointing out the hidden rules of "four don't smash" in the cross talk industry. Zhang Yunlei fans urged everyone to watch the whole video, and not to generalize.

Zhang Yunlei and the team: …

2. Someone posted the text of the whole video online. It is found that the problems of Zhang Yunlei and Yang Jiulang are much bigger than expected, not only the problem of smashing and hanging, but also the problem of insulting the female predecessors of Peking Opera. Zhang Yunlei fans and some netizens scuffled in the comment area.

Zhang Yunlei and the team: …

People's Daily forwarded an article condemning Zhang Yunlei's dirty jokes. This time period is similar to the time when Sohu Entertainment exposed Roy's smoking at 10 am, and then their respective media and other authoritative media published related articles one after another.

Zhang Yunlei released the pre-sale notice of new photos on 1 in the afternoon, presumably according to the original work plan. Anyone who reads the People's Daily article in the morning and Zhang Yunlei's advertisement in the afternoon will think that his public relations operation is really outrageous and reverse.

Three hours later, the official client of People's Daily once again issued a document denouncing Zhang Yunlei, which was completely fermented and unstoppable.

Zhang Yunlei and the team: …

4.165438+1October 26th, major media and small media issued articles accusing Zhang Yunlei, and Zhang Yunlei fans continued to engage in chaotic scuffles in the comment area. One of their reasons is that the insulted leader hasn't spoken yet, and others are not qualified to blame Zhang Yunlei. As a result, at six o'clock in the afternoon, the Beijing Opera School Art Research Association issued a statement, demanding that Zhang Yunlei apologize and take to the main stage.

Zhang Yunlei and the team: …

5.165438+1On October 27th, the artist Godfrey Tsao died unfortunately, and the news quickly exploded in the media. Zhang Yunlei and his team got a rare respite and had the opportunity to make a public relations plan.

Zhang Yunlei and the team: …

Subsequently, the Zhang Junqiu Peking Opera Art Research Association and the Crosstalk Art Committee of the Chinese Quyi Artists Association issued statements demanding an apology from Zhang Yunlei, while Zhang Yunlei opera fans launched rounds of attacks on the Quyi Association, the Peking Opera industry and other cross talk peers. It provoked the Beijing faction to issue a more intense second statement again, and even emphasized the right to solve this matter within the legal framework.

Zhang Yunlei returned to China a few days later and sent two photos of herself to fans on a new social application.

Team Zhang Yunlei: ...

Finally, on February 2, 65438, People's Daily published an article strongly reminding that "there is not much time left for Zhang Yunlei to apologize and perform on stage", and Zhang Yunlei officials also issued a sincere apology statement on the afternoon of February 3, 65438.

I don't need to compare more. The level and efficiency of the public relations team of 70 million top artists and 6 million fans in Zhang Yunlei are simply different. In the words of an author who is familiar with the entertainment circle, Zhang Yunlei's loss is that he is mixed in a small comic dialogue circle, and his team is cool in the big entertainment circle in minutes.

I even guess that the real situation in Zhang Yunlei may be: What is public relations? I have no public relations.