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中华公关网:面临多直播场新形势公关赋能体系如何构建

发布时间:2019-08-06 来源:中华公关网 责编:春林 www.gxnewsw.cn


中华公关网www.gxnewsw.cn:面临多直播场新形势公关赋能体系如何构建

每年的“3.15”,对诸多企业来说,都像一场公关“劫”,尤其以央视的3·15晚会最让企业紧张。不过,对相当一部分企业来说,“3.15”所面临的舆情与危机风险,在央视那台晚会之外。

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.

 

为什么呢?

 

一方面是媒体格局越加多元化,央视3·15晚会本身的单一影响力,一定程度受到冲击而稀释,更重要的是,围绕“3.15”这一节点,已经形成了两个直播场,其中一个直播场是央视3·15晚会,另一个则是对3·15晚会所提及内容背后的信息各种“扒”,以及由此引发的次生传播。显然,后一个直播场,不仅同样具有实时的特点,更以碎片化和代表公众的声音,而对相关企业更具“杀伤”力。

Why?
 
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.

关于第一个直播场,在某种程度上,央视3·15晚会指向清晰,更有聚焦性,对企业公关来说,也有更多可参考的相关应对经验。第二个直播场就不同了,它的指向和影响都更分散与复杂,波及面更广、路径更长。而且,这两个直播场不可避免地形成交叉叠加作用,对随之而来的监管跟进及媒体二次监督产生强驱动,给企业公关带来的新挑战,不仅在舆情的发现方面,风险研判与危机应对的难度更大。具体来说,实时、碎片,以及反转是多直播场舆情生态的几个显著特征。

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.

今年央视3·15晚会的开场片头刚播完,上榜的相关行业、领域即被总结出来,接下来,每曝光一个现象,每提及一个实例,与之相关的内容也都会立即被“扒”出来,比如当校园周边售卖劣质辣条一事被曝光,马上就有人晒出几大电商平台下架了辣条产品的网页界面截图,当某公司通过收集个人信息开展骚扰营销被曝光后,这家公司背后的几个投资方也立即被人搜索出来,这都是实时的特征。

这些伴随央视3·15晚会直播被“扒”出来的信息,又实时通过朋友圈、讨论群、新闻客户端等被分享、扩散,引发讨论。特别值得注意的是,在上述过程中,信息传播的渠道和内容的二次演绎不断分化,再通过各种“自媒体”化的节点呈现出进一步碎片的特征。

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.

不少企业公关对碎片的特征感到头疼甚至发怵,尤其是那些有舆情洁癖的企业,对高度碎片的舆情感到束手无措。其实,它是互联网去中心化信息传播架构的必然表现之一,而其背后却还都是跳不开利益相关方的范畴和逻辑,所不同的是,各利益相关方的所有节点都以更分散独立的“自媒体”角色参与到直播场的舆情生态中来,表达着多元化的情绪、利益和价值诉求,于是产生争议、对话甚至反转。比如被央视3·15晚会点名的某互联网金融公司涉及违规搜集用户个人信息,该公司在直播晚会结束前即发声明表示开展调查。随后,围绕该公司的声明,网民的观点出现分化,其中有的认为声明发得及时,称赞企业,而另一种声音则认为该企业的声明其实非常敷衍。几个小时后,该公司又发布了第二份声明,称公司央视3·15晚会所报道的相关情况,系其他人员的“表演”,暗示自己被陷害。围绕该内容,事态迅速由对第一声明的争论,反转为对第二份声明的站队:一方认为央视的报道系“乌龙”,另一方则觉得企业这种撇清的说法不可信。

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.

事实上,我们需要面对的这种多直播场的舆情生态,不仅仅体现于“3.15”这种特殊的时段,也不仅仅是对企业,对各类主体,都已经是一个常态化的问题。

 
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.

2018年重庆的公交车坠江事件,在事情发生后第一时间被爆出来的是“女司机”惹祸版本消息,诸多主流媒体通过其各形式的渠道对这个后来被证实为假新闻进行了言之凿凿的报道,广大网民顺着媒体的报道将积蓄了许久的对“女司机”们的某种情绪进行了集中地宣泄。而当警方的案情通告将“女司机”的嫌疑排除后,一部分网民的情绪立即转向对主流媒体也“造谣”的指责。直到案情真相浮现:系乘客与司机激烈争执互殴致车辆失控,舆论再次集中转向,网民的指责和媒体的批评才形成一致,共同揭露生活中那些不守共同秩序、不顾公众利益的人与事。

 
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.

 



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