Compared with Wang Yuan’s smoking and Zhang Yunlei’s ridicule, what is the difference between top public relations and shady public relations?

In the Internet age, people who are ordinary can also suddenly become famous and become big stars. On the other hand, big-name celebrities can be instantly criticized by netizens and turned into street rats because of their lack of care and attention to some small details. Wang Yuan Smoking Incident

On May 21, in the aftermath of the "I Love You" holiday, Wang Yuan, a member of the famous teenage super idol group TFBOYS, dominated the trending search for nearly a day because he was photographed smoking in a hotel. , caused fluctuations in the fan circle, and also ignited the passion of passers-by to eat melon seeds and comment. Previously, Wang Yuan's several bad words and behaviors in recent months have been mentioned again by others.

Not only was this incident unacceptable to many fans, but the Beijing Municipal Health Supervision Institute and the Beijing Tobacco Control Association intervened, and several official Weibo comments and comments were made. Wang Yuan also quickly posted an apology on Weibo and accepted it. Investigate and punish. It makes people think involuntarily: There are millions of smokers in China, why can the smoking of Wang Yuan, who is already 20 years old, cause such a big storm?

First of all, Wang Yuan's reputation is very high on the Internet and in reality, and he has many fans, and can be said to be one of the top traffic. As the saying goes, "good things don't go out, but wrong things spread thousands of miles." Because his behavior of smoking in a hotel violated social policies and regulations, it aroused the concern of fans and passers-by, which actually reflected his popularity from the side.

Secondly, Wang Yuan, as a positive social idol for teenagers, has always been responsible for the creation of many fans, teams and even society. "Neat and tidy", "singer" and "smart and upright" are many people's impressions of him, but the super idol is still just an ordinary person under the halo. Wang Yuan's "liberal self" side is not only completely different from the usual image in the hearts of the public, but also puts the cart before the horse with the word "social positive energy". This ups and downs are unacceptable to many people. The public relations process of Wang Yuan smoking

Start: At around 10 a.m. on May 21, the exclusive agency photo of Wang Yuan smoking was released, which caused thousands of waves with one stone.

Fermentation: Wang Yuan’s smoking has reached the top of the hot search list at an extremely fast rocket speed, and the top trend is the top trend. It's all No. 1 on the hot list, and I'm convinced.

Shifting the blame: Wang Yuan has 70 million fans. Fans quickly began to make various spontaneous criticisms and accusations. One of the key points was to shirk responsibility and drag down a bunch of smoking celebrities. Accompany and tie.

Official: Around noon, the Beijing Tobacco Control Association responded that smoking in Wang Yuan’s room violated Beijing’s tobacco control regulations.

Apology: At around 2:00 noon, Wang Yuan issued an apology statement. This speed is really fast. From the exposure to the release of the apology statement, it only took four hours, which made the public have no choice but to recognize his sincerity.

Relief: However, after Wang Yuan issued his apology statement, although many places have done a good job in controlling reviews, they still have negative impacts. So the PR team chose a clever trick to distract from the situation. Wang Yuan's smoking triggered a series of hot searches, such as "ridiculing Jia Nailiang for teaching bad boys", "Wang Yuan and Yang Chaoyue are in love", "Wang Yuan likes Ouyang Nana", etc. Such a series of coquettish manipulations suddenly attracted public attention. It's open.

End: Starting on May 22, not only did celebrities publish articles expressing their understanding of Wang Yuan, but there were also news reports such as the BBC reporting that Wang Yuan smoked, and major Vs apologizing for Wang Yuan. Most of this happened.

Value added: A long time after the incident, a video of the outstanding journalist Peter Ho interviewing Wang Yuan was exposed. Wang Yuan once again apologized and deeply reflected on himself during the interview. This video not only did not have any negative effect on Wang Yuan, but on the contrary, it further enhanced Wang Yuan's image as a good baby who corrects his mistakes.

Have you seen this? When a top celebrity is paired with a top public relations team, this is the result. You know, Wang Yuan's smoking may not seem like a big deal, but it violates the tobacco control regulations. This kind of real attack can be quickly extinguished and then reversed by the public relations team, which is a masterful operation. Zhang Yunlei made fun of the incident, and the public relations process

On the afternoon of November 23, the news was exposed on the Internet, and the video focused on him killing Zhang Huoding.

His fans urged everyone to watch the entire video and not take it out of context. On November 24, someone posted the text of the entire video on the Internet. Everyone suddenly realized that the problem between him and Yang Jiulang was much bigger than imagined. The problem of seniors. His fans and some netizens were engaged in a comment war.

At around 1 p.m., probably in accordance with his original work plan, he announced the confirmed pre-order notice for the new book. Anyone who sees the People's Daily article in the morning or his advertisement at noon will feel that his public relations operation is simply coquettish and the opposite direction.

On November 26, various media and small media published articles one after another to denounce him, and his fans continued to comment in a chaotic war. One of their reasons was that the rightful owner who was insulted had not yet Speaking, others have no right to rebuke him. As a result, at 6 p.m., the Peking Opera Chengpai Art Promotion Association issued a statement requiring him to apologize and take the lead.

In the next few days, Zhang Junqiu Peking Opera Art Promotion Association, China Opera Artists Association Crosstalk Sketch Art Federation, etc. successively issued statements urging him to apologize. His fans expressed their concerns about the Opera Association, the field of opera and other crosstalk. The sketch industry is launching rounds of attacks. The Peking Opera Cheng Pai once again issued a second statement with stronger language, and even emphasized that it retained the right to handle this matter within the legal framework.

Finally, on December 2, an article was published on the People's Daily website, which strongly stated that "there is very little time left for him to apologize and perform on stage." He published a speech at noon on December 3 A sincere apology.

There is no need to make too many comparisons. The level and efficiency of a top star’s public relations team with 70 million fans and his public relations team with 6 million fans are worlds apart. In the words of a creator who is familiar with the game entertainment industry, he is only a member of the cross talk sketch circle, no matter how unpopular it is, but the level of his team is so cool in the entertainment industry.

I even guessed that Zhang Yunlei’s real situation may be: What is public relations? I don't have any public relations.