In 72 days, the Xiao Zhan team contributed a failed public relations.

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"I am very upset and sorry." "More I think we (Sean Xiao and those who support and like him) are in an equal relationship."

On May 6th, Sean Xiao publicly apologized through a video interview with Zhongxin Jingwei and responded to the controversy since the "227 Incident".

Although this is one of the few public responses of Sean Xiao since the incident happened more than 70 days ago, this video interview is slightly lower-key than the previous actions. According to Yunhe’s data, the interview video that went online at 23:18 on May 6th was only ranked in the top ten of Weibo’s hot search list from 0: 00 to 10: 00 on the 7th, and the hot search position generally showed a downward trend in the following time.

After the interview was launched, it was sent out through the studio Tik Tok: "My new song" Light Spot "has been launched. I heard that friends in Tik Tok are particularly creative and look forward to your new gameplay."

Sean Xiao’s public relations and return to work are still going on, but it seems to have entered the next stage.

From February 26th, when Sean Xiao fans attacked the fan "Falling" and its author, to May 8th, when Sean Xiao promoted a new song in the studio Tik Tok, in 72 days, Sean Xiao and his team conducted a public relations action to deal with and solve the dispute.

A public relations practitioner told Yiyuguancha (ID: yiyuguancha) that if we sort out the development of a series of events from "227 Incident" to now, it actually contains many concepts, such as fan culture, fan culture, secondary element, etc. From this perspective, it can already be called a living sample of China’s internet public opinion field, especially in the field of star culture public opinion.

However, if we return to the public relations action itself, a series of actions failed to satisfy all parties. One Entertainment Watch interviewed fans in Sean Xiao, platform users affected by the controversy, and practitioners in the public relations industry. They shared their views on public relations behavior during this period.

Some fans summed up this series of operations in one word: "cool". "I feel the team is very unprofessional. For example, in that video interview, the platform for choosing to be interviewed was actually a financial media, and the interview questions were not talked about. "

"perfunctory" is the feeling of a website user such as AO3. In her view, the events since the "227 Incident" are not small, and they have affected many circles, but neither the studio’s statement, behavior nor personal response have touched on the controversy of the root cause of the incident.

A senior public relations brand practitioner told Entertainment Watch: From the current point of view, this public relations is a failure. "Where to evaluate this’ failure’, an important indicator is how non-stakeholders view this matter. Because in this "debate", if any of them is asked to evaluate public relations, they can’t get a relatively objective answer. But if you ask passers-by what they think of this person and this matter, I have also done some simple research. Many people say that this matter has not been handled particularly safely. "

Do you want to wait for a "personal response"?

Since the February 26th incident, it seems that many people are waiting for Sean Xiao’s voice.

On April 4th, Xiao Zhan Weibo forwarded Weibo, an official of People’s Daily, who "mourned and remembered his compatriots all over the country". At that time, 42 days had passed since his last Weibo update. But this Weibo still has nothing to do with the controversial event.

And at 0: 00 on April 25, a "all the past, keep in mind." Thanks to all the well-intentioned criticisms and corrections, Weibo, who grew up on the road, seems to be Sean Xiao’s first personal voice about the incident.

At this time, 59 days have passed since February 26th.

During this period, this debate, which was caused by individual fans and involved in many fields, including fans and e-sports, inevitably pushed Sean Xiao to the forefront under the confrontation of different circles. The discussion of "whether idols should pay for fan behavior" has become a thousand waves in an instant.

In fact, Sean Xiao’s own response to the incident began on April 25th, although he had a dynamic update in Weibo before. But if the release of the video interview is the time node, Sean Xiao’s own response is in the second half of the whole event.

In this process, there was actually a debate about whether Sean Xiao should speak out, which became a controversial point of public relations behavior in this incident.

A fan in Sean Xiao said that it was actually okay for Sean Xiao not to make a sound at first, because at that time, if he made a sound himself, the attack on him would be even fiercer, and the "fighting" might be even fiercer.

However, in the opinion of a public relations professional, compared with the constant actions of the studio, my response at the first time may be better, and my response will be more sincere than the words of the studio. But this kind of response does not mean apologizing from beginning to end. "Apologizing can be used, but it will be very cheap to apologize constantly."

▲ Xiao Zhan officially posted a blog response on April 25th.

In fact, behind "whether Sean Xiao should speak out", there are discussions about "whether fans’ behavior idols should pay the bill" and "the relationship between idols and fans".

Sean Xiao said in an interview that he didn’t agree with the word "management". He felt that the relationship with fans was equal. "For me, what I have to do is to do my job well, take my work seriously, and do something positive by myself to guide people who love me."

The above-mentioned people engaged in the public relations industry told ID：yiyuguancha that from the perspective of public relations strategy, it is very important to guide fans, positively screen fans and even set up fan samples. "For example, what is the best fan, the ideal fan and the most rational fan? For example, you send an apology letter to preach that fans should be rational, but why people can’t accept it in the real world is because they can’t find what kind of fans are like you said. You have to tell them who the template and role model are. "

Perhaps, one experience that Xiao Zhan incident can bring is that traffic idols and fans can’t be completely cut.

"I think a naive idea of many artists in public relations is to cut with fans when something goes wrong: black powder or stalking fan, etc. Anyway, he is not my fan. I don’t think it’s helpful to cut such a fan, or in other words, it’s a reaction. Because the high traffic of traffic idols in a short period of time is due to the rapid accumulation of fans, which is made by fans. " At this time, doing fan cutting will undoubtedly feel pale to outsiders.

Apologize, fake, declare, publicize … Did the studio lose its personality under the action?

Before Xiao Zhan himself began to respond in the second half, Sean Xiao Studio undertook most of the official actions of this public relations.

After the "227 Incident" broke out, the first statement was issued on the fourth day, and before that, on February 27th and 28th, the "debate" between Sean Xiao fans and fans in the same circle had reached a climax. To some extent, Sean Xiao and his studio had already lost the right to guide public opinion before the first statement.

▲ Sean Xiao Studio responded on March 1.

At the same time, "occupying social resources", "deeply regretting and apologizing", "rational idolize" and "working together and supporting things that bring positive energy to society" are almost the core contents of the whole statement. Followed by more than five rumors and rights protection statements from time to time.

"What the hell is that voice and that copy!" A fan expressed anger. The wording of the statement and the tone of the text are the points that the interviewed fans and people in the public relations industry "spit".

Non-Sean Xiao tone, and the official and conventional wording, which is somewhat pale to all parties. "Because idolize is a very emotional and emotional thing, it is a gathering of irrational behaviors. And most traffic stars are established by personalization. But the studio is very cold, without any so-called personalized characteristics, and everyone is used to stop guns at first glance. At this time, you use the way of the studio to try to calm things down. In fact, it is adding fuel to the fire, and everyone will think that you are not sincere. "

Out of the frying pan into the fire. Originally, with the new song and Sean Xiao’s two apologies, the incident has eased, but on April 27th, some bloggers who boycotted Sean Xiao in Weibo were bombed, which triggered a new round of public opinion conquests.

The public relations practitioners interviewed told Entertainment Watch (ID: yiyuguancha) that a very important core of public relations is build, such as establishing contacts, establishing relationships, choosing channels that can really improve influence and thickness, etc., rather than destroy.

To some extent, the team used a variety of common methods of public relations, but the effect was not satisfactory. The douban score and word-of-mouth of the work are affected; Endorsed products were boycotted, and even a Weibo topic # Don’t Buy Sean Xiao Endorsed Products # was specially launched. As of May 9, the reading volume was 44.285 million and the discussion was 120,000. Inappropriate remarks in the amateur period have also been dug up.

At the same time, it has never faded out of the public eye. According to Yunhe’s data, from February 26th to May 9th, there were 14 hot searches containing only the keyword "Sean Xiao".

A series of operations and frequent hot searches have made passers-by feel the urgency of the team. One of the consequences of this is that it is easy to arouse the resentment of "outsiders". On Weibo, there are some netizens who are tired of the hot search on Xiao Zhan’s frequency, and there are also speculations about the "throwing money at things" behind it. No matter what, it is Sean Xiao’s image that is self-defeating and Sean Xiao’s reputation is consumed.

Even many fans are uneasy about Sean Xiao’s frequent hot search. "I didn’t dare to brush Weibo at that time," said one fan. For her, it is better for Sean Xiao to keep a low profile, with less attention and topic, than to stay in the forefront and prolong the duration of the event.

So far, the storm may purify the composition of fans, and may also increase the stickiness and loyalty of Sean Xiao’s fans. In fact, some data are still proving the strength of fans. As of May 9, QQ music "Light Spot" has sold more than 29 million copies; Xiao Zhanchao also ranked first in the list of celebrity chaohua in Weibo from May 4th to May 10th.

Whether the storm will continue is unknown, but relevant practitioners said that one of the tasks that Sean Xiao and his team should do now is to stop the loss in time in terms of commercial value. In the long run, we can also keep interacting and communicating with positive and active fans, guide and cooperate with fans to do some positive activities, and look for the next stage of labels.

Original title: "In 72 days, Xiao Zhan’s team contributed a failed public relations"

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