Every year, the "3.15" is like a "robbery" of public relations for many enterprises, especially for CCTV's "3.15" evening party, which makes enterprises most nervous. However, for a considerable number of enterprises, "3.15" faces the public opinion and crisis risk, outside the CCTV evening.
On the one hand, the media pattern has become more diversified, and the single influence of CCTV 3.15 party itself has been impacted and diluted to a certain extent. More importantly, around the node of "3.15", two live broadcasting stations have been formed, one of which is CCTV 3.15 party, the other is behind the content mentioned in the 3.15 party. Various "pickpockets" of information and the secondary dissemination caused by them. Obviously, the latter live broadcasting station is not only real-time, but also fragmented and represents the voice of the public, and has more "killing" power to the relevant enterprises.
Regarding the first live broadcasting station, to some extent, CCTV 3.15 evening party has a clear and more focused orientation, as well as more relevant coping experience for corporate public relations. The second live broadcasting station is different. Its direction and influence are more dispersed and complex, with wider coverage and longer path. Moreover, the two live broadcasters inevitably form a cross-overlapping role, which strongly drives the subsequent supervision and follow-up and secondary media supervision, and brings new challenges to corporate public relations. Not only in the aspect of public opinion discovery, but also in the aspect of risk assessment and crisis response, it is more difficult. Specifically, real-time, debris, and inversion are several significant features of public opinion ecology in multi-live broadcasters.
This year's CCTV 3.15 evening's opening film has just finished, the relevant industries and fields listed on the list are summarized. Next, every phenomenon exposed, every instance mentioned, the relevant content will be immediately "picked" out, such as when the sale of bad hot strips around the campus is exposed, someone will immediately expose a few. Big e-commerce platform off the shelf spicy bar product web interface screenshots, when a company through the collection of personal information to carry out harassment marketing was exposed, several investors behind the company were immediately searched out, which are real-time features.
These information, which was picked up by CCTV 3.15 party live broadcasting, was shared and spread in real time through friends circles, discussion groups, news clients and so on, triggering discussion. Particularly noteworthy is that in the above-mentioned process, the channel of information dissemination and the second deduction of content continue to differentiate, and then through various "self-media" nodes show the characteristics of further fragmentation.
Many enterprises'public relations feel headache or even fear about the characteristics of debris, especially those enterprises which have the habit of public opinion cleanliness, are at a loss about the public sentiment of high debris. In fact, it is one of the inevitable manifestations of the de-centralized information dissemination architecture of the Internet, but behind it are still inseparable from the scope and logic of stakeholders. The difference is that all the nodes of stakeholders participate in the public opinion ecology of live broadcasting with more decentralized and independent "self-media" roles and express more. Metamorphic emotions, interests and value demands lead to controversy, dialogue and even reversal. For example, an internet financial company named by CCTV 3.15 party involved in illegal collection of user personal information. The company issued a statement to conduct an investigation before the end of the live broadcast party. Subsequently, around the company's statement, netizens'views diverged, some of them believed that the statement was timely and praised the company, while the other voice thought that the company's statement was very perfunctory. A few hours later, the company issued a second statement, saying that the related information reported by CCTV 3.15 party was the "performance" of other people, suggesting that they had been framed. Around this content, the situation quickly changed from the controversy over the first statement to the queue for the second one: one side thought that CCTV's report was "Oolong", the other side felt that the clear statement of the enterprise was not credible.
In fact, we need to face this multi-broadcast public opinion ecology, not only reflected in the special period of "3.15", but also not only for enterprises, for all kinds of subjects, has been a normalized problem.
The bus crash in Chongqing in 2018 was first exposed as a version of "female driver" accident news. Many mainstream media reported this later proved false news through various channels. The vast number of netizens will accumulate long-term news according to media reports.“ Some of the emotions of the female drivers were centrally vented. When the police's notice of the case ruled out the suspicion of "female driver", some netizens'emotions immediately turned to the accusation that the mainstream media also "fabricated rumors". Until the truth of the case emerged: it was the fierce disputes between passengers and drivers that caused the vehicles to lose control, and the public opinion turned again, the accusations of netizens and the criticism of the media formed the same, and jointly exposed those who did not abide by the common order and disregard the public interest in life.