Volume 3: Taking Roots 2016 Chapter 683 What is coming will come
For Yinian Media, public opinion crisis may still be a relatively new event for internet celebrities.
After all, compared to celebrities who have always been active on the public stage, Internet celebrities are just new roles, and they don’t even have the awareness to call themselves “public figures”.
Naturally, there is no question of them having the awareness of being a public figure. It’s just that internet celebrities are chosen by the general public. To a certain extent, they are representatives chosen by the public to compete for the right to speak for the public.
Since they enjoy this treatment, they naturally need to assume corresponding social responsibilities. On this point, the entertainment industry, which has existed for a longer time, has undoubtedly reached a consensus long ago, and it is also the responsibility of celebrities as public figures.
Whether they can do it or not is another matter, but the red line is there, reminding them all the time. Even if they have a lucky mentality, they can't escape the subsequent reckoning.
In comparison, the internet celebrity industry, which has just begun to take off, undoubtedly has much weaker understanding and awareness in this regard.
But at the same time, the general public will be relatively tolerant of their demands.
Mu Ziqi was just pushed to the forefront of traffic by chance, and happened to be made a target by a group of marketing accounts that thought they had caught something on her.
In addition, with various companies now working together to promote the development of the internet celebrity industry, it is an inevitable trend for internet celebrities to become the new trend of the era. The income of top internet celebrities created by the dividends of the times is obvious to all.
With such a big piece of cake, it is not only the capital that wants to have a piece of it. There are many people who can see the benefits. However, every snake has its own way and every rat has its own path.
Not everyone will honestly choose to plunge into originality and win by content.
In particular, the rise of an industry inevitably means the birth of many secondary industries, just like the love-hate relationship between the entertainment industry, gossip, and paparazzi.
Since you can't be a star and can't eat the star's food, then you have to depend on the stars, make money from the stars, or even make money by harvesting the stars' fans.
Whether it is gossip paparazzi or fan circle economy, the interests involved in this gray area are not necessarily worse than those in the open.
The same logic is obviously applicable to the internet celebrity industry, and it is clear that some people with a keen business sense have begun to get their hands on this piece of the traffic pie.
[Mu Ziqi] just happened to run into this gun barrel and became the target of public criticism.
For Xu Ruoan, who has been through many battles in the entertainment industry, this kind of scene is just a common occurrence.
Generally speaking, when faced with this kind of fraud, most celebrities will not choose to respond positively. If the matter continues to ferment, they will choose to make a certain response to prevent any adverse effects.
Even if they do respond, most celebrities will first issue a statement in the name of their studio to test the public opinion. If they can no longer fool people, they will choose to respond in person.
This "three-step public relations" approach is already applicable to dealing with most public opinion crises.
Although it is a commonplace matter for Xu Ruoan, when it comes to internet celebrity media, it is a typical example worth learning.
What's more, this is not the first time that Yinian Media has encountered such a thing. Didn't [Papi Jiang] just experience a textbook-level public relations crisis not long ago?
In the end, he chose to spend a huge amount of money to avoid danger. Although it seemed that he "lost" tens of millions, it had a heroic meaning of a hero cutting off his arm to survive.
But from another perspective, it was also a marketing event worth tens of millions of dollars, and it successfully won a lot of applause and cheers from the public.
This responsibility as a public figure has established Papi Jiang's status as the top internet celebrity of the year, making her a direct representative of the industry's top figures, and has also been stamped with recognition by official media.
A blessing in disguise. To some extent, the potential benefits brought by this wave of public relations are even far more than tens of millions. Under other circumstances, even if this money is spent, it will definitely not have this effect.
It is this courage that has completely established Papi Jiang's status as the number one internet celebrity, and has also made the Yinian Media behind her leap from obscurity to one of the top internet celebrity media in the industry.
Thinking of this, Xu Ruoan naturally had to think of Zhou Dongsheng, the real planner of this PR textbook. If it weren't for the boss making the final decision...
Obviously, ordinary people don't have the courage to make such a lavish decision, and even Jiang Yilei himself probably wouldn't be willing to do so.
Therefore, an idea emerged in Xu Ruoan's mind: Why not ask the boss? Maybe he has some unexpected good ideas that can turn the tide and avert danger?
As soon as this idea came to mind, Xu Ruoan immediately suppressed it. If even this public relations crisis required the boss to step in to resolve, then how would he have the face to take equity incentives?
This equity incentive plan that is being drafted has undoubtedly reached a critical moment. If I fail at this critical moment, I might miss out on the equity incentive that is about to be obtained...
Whether there is equity incentive or not is the most essential difference between workers and senior workers. Xu Ruoan cannot accept such a thing happening.
Thinking of this, Xu Ruoan took a deep breath, gathered himself together, and made preparations for both situations.
First, hold an internal emergency meeting directly, using this second public relations crisis as an example to allow all colleagues in the company to adapt.
After all, as the leading ones in the internet celebrity industry, they can certainly get the first chance, but they also have to step over the potential landmines in the industry one by one.
As for this kind of thing, once it happens, there will be another one. First there was [Papi Jiang] and then there was [Mu Ziqi]. If this is not enough to alert them and pay attention to the importance of public relations crisis...
That was undoubtedly a dereliction of duty on the part of Xu Ruoan as a leader.
Second, follow the public relations attitude of the "three-step public relations approach" and temporarily adopt a cold-treatment and wait-and-see attitude to see the results.
Under the temptation of equity incentives, Xu Ruoan fully activated his subjective initiative and immediately convened an emergency meeting within Yi Nian Media.
However, the development of a public opinion crisis is sometimes not influenced by individuals. Once a person is branded by well-founded public opinion, it is very likely that the mark will never be washed away in a lifetime.
As time went by, driven by this wave of public opinion, the general public's focus also shifted from the vast majority of people's admiration for this crystallization of the ancients' labor wisdom to Li Jiajia.
The public's focus has shifted from the craftsmanship of "Tongyan Huimo" itself to whether there is a team dispute behind [Muziqi].
Compared with the former , where everyone can only marvel and praise without any sense of participation, the controversial nature of the latter topic undoubtedly caters more to the needs of the general public and allows them to participate.
Therefore, after watching the video, most viewers can express their opinions on it.
"This kind of video is so difficult that even if there is a team behind it, it's understandable, after all, human resources are limited."
"It doesn't matter whether there is a team or not. Anyway, we can see the whole process of making Tongyan Hui Mo. Isn't that enough?"
"If there is a team, isn't that a deception to the audience? After all, the video gives people the feeling that a weak woman who is powerless is restoring the ancient skills bit by bit..."
“I suggest you take a look at Mu Ziqi’s previous works. You can tell at a glance that she is someone who often does farm work, and she has nothing to do with being powerless!”
"I don't know if he has a team, but as a kid from the countryside, I can tell that Mu Ziqi is someone who works regularly, not an inexperienced show-off..."
Since there are people who agree, there will naturally be people who oppose. There are also people who sit on the fence and hold neutral opinions. As the public's attention shifts, the controversy surrounding the topic itself has even overshadowed the popularity of the video.
As public opinion intensified, it played into the hands of marketing accounts, and Li Jiajia herself naturally could not turn a blind eye.
Although she has always been a diligent video creator, with Zhou Dongsheng's support and Yinian Media's operation, she can devote all her energy to the original content itself.
But this does not mean that Li Jiajia has completely withdrawn from society and the Internet and become a pastoral fairy living in seclusion in the mountains.
With the advancement of domestic Internet infrastructure, 4G base stations are now spread all over the country. Not to mention the deep mountains and forests, even where Mount Everest is, there is signal.
The creation itself is not done behind closed doors. While Li Jiajia is pondering the materials, he naturally also browses the Internet to learn about the video production techniques of his peers and see if there is anything he can improve.
In addition to the short video platform Douyin, Weibo is also a focus of Li Jiajia's attention.
After all, on Weibo, you can not only follow your peers, but also learn about Zhou Dongsheng...
As the center of this wave of public opinion storm, Li Jiajia experienced a lot of ups and downs in her heart.
When seeing the three words [Muziqi] appear at the top of the hot search, Li Jiajia was happy from the bottom of her heart and felt that her efforts and hard work were not in vain.
In particular, Li Jiajia did not let down Zhou Dongsheng's appreciation and support. Zhou Dongsheng's kindness as a mentor will always be remembered in her heart.
A drop of water should be repaid with a spring. This achievement of being the number one on the trending search list can be considered a small reward. It can also prove that I am no worse than [Papi Jiang]!
But before Li Jiajia could be happy for long, she saw polarized comments and debates, as well as the ensuing dispute over team theory.
Being caught in a storm of public opinion all of a sudden made Li Jiajia, who was experiencing it for the first time, a little overwhelmed and didn't know how to respond.
Although she was well aware of her own video production, and although Zhou Dongsheng repeatedly asked her to send additional assistants and team members to help her, she refused on the grounds that she was not qualified.
Therefore, until now, she has basically done all the recording and production of video materials by herself, step by step, and even the editing team of Yinian Media is more of a guidance role.
It can be said that he thoroughly implemented the boss's intentions and never interfered with Li Jiajia's creation.
Therefore, Li Jiajia can pat her chest and guarantee with confidence that she really does not have any team in video creation. She produces the videos all by herself, and even the camera positions are researched and placed by herself.
At best, she has a younger brother who runs errands for her and provides logistical support. If she has to say that she has a team, her younger brother would be the first one.
In addition to this, there is also the marketing and promotion of Yinian Media, which is also part of the team's strength.
So back to the question itself, the concept of team is a matter of opinion.
Naturally, Xu Ruoan notified Li Jiajia herself at the first opportunity, asking her to wait and see what happens and not to respond in a rush. If public relations is needed, she will be notified as soon as possible.
Li Jiajia naturally accepted this, but she couldn't help but get anxious as she watched the online public opinion become increasingly intense.
I even secretly hoped in my heart, would the boss take action?
If the boss takes action, this kind of small problem will definitely be easily solved, right? Just like the public relations crisis of [Papi Jiang]...
And at this time, as luck would have it, the news that Zhou Dongsheng and Zhang Dayi had a midnight snack occupied an unusually strong place in this wave of public opinion storm.
After all, whether it is Zhou Dongsheng himself or Zhang Dayi, the scandals between the two are also one of the topics that the general public likes to hear, and the public's focus is always broad and they never focus on just one topic.
One moment they were arguing over the Mu Ziqi team, and the next moment they jumped into the melon field and ate it with gusto. This is the norm for most of the melon-eating crowd.
Unless they are die-hard fans or profitable beneficiaries, few people will persist in arguing over the topic itself.
For Li Jiajia, who often pays attention to Zhou Dongsheng's news, such topic push will naturally not bypass her. When she saw this topic, Li Jiajia naturally couldn't help but click on it.
Several clear photos are presented in front of us. Although they were taken by passers-by, Zhou Dongsheng and Zhang Dayi were obviously not shy about it. The intimate scenes of them flirting and chatting happily were fully displayed in the photos.
Even the scene where Zhang Dayi enthusiastically left with his arm around her was not missed, which shows that the relationship between the two is obviously special.
However, as a young, wealthy, unmarried person, the consensual love between a man and a woman obviously did not violate public order and good customs, nor did it touch the bottom line of social morality.
In essence, it is no different from the gossip about Principal Wang. The general public just treats it as a joke and naturally no one will blame it. There are even many people who think it is reasonable.
However, Li Jiajia was obviously not happy about it, and couldn't help but say sourly: "Humph, I am enjoying myself so much, how can I have the time to care about your business, Li Jiajia, don't be so self-indulgent..."
"I still want to eat beef noodles, wishful thinking!"
Putting aside what happened on Li Jiajia's side, it was impossible for Zhou Dongsheng not to pay attention to this sensational event.
Even if he is indulging in the arms of a beautiful woman, it does not prevent him from using his mobile phone to get news, right?
And when I saw that [Mu Ziqi] was still caught up in the eternal "team theory" controversy.
Zhou Dongsheng couldn't help but sigh, as expected, the wheel of history keeps rolling forward, and what is supposed to come will eventually come!
As for how to respond, Zhou Dongsheng had no idea for a moment.
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