The entertainment industry is really not peaceful recently, # 李维嘉 endorsement overturned by many people defending rights# Continuous 霸屏 Hot search.
On September 8, a number of netizens released a video about the "Happy Formula" tea operator Xinrui company endorsed by Li Weijia running away, causing damage to franchisees, and many people went to Hunan TV_ span7span rights protection.
Li Weijia did not show up in the face of mass rights defense, and did not make any response for a long time, and public opinion continued to ferment. The people eating melons moved on the benches and sat in rows, waiting to eat melons.
On the afternoon of September 9, Li Weijia Weibo PO issued a statement on this matter. If the previous silence made the public speculate whether he wanted to escape and be irresponsible, then this statement is a good confirmation of his determination to resolutely throw off the pot and put aside responsibilities.
Mr. Iron felt that this was not an explanatory statement, but a notice of dumping the pot. The center of the full text is "I have terminated the contract with the company. This matter has nothing to do with me. Who do you want to call for human rights defenders? Don't call me anyway. Be careful I sue you."
. tough,Don’t say that the deceived franchisees will not accept it without apologizing. Even many people who eat melons can’t agree with it. Reduce the adverse effects of the incident, but caused greater dissatisfaction among netizens.
is also because of the endorsement of the milk tea storm, Ma Yili received the understanding and support of the public after the original statement was issued.
Compared with the Ma Yili team, let’s analyze what Li Weijia did improperly in handling this matter?
01 Did not respond in time
When the franchisees came to defend their rights, Li Weijia adopted an evasive attitude and avoided seeing, but the cold treatment did not expect public opinion to become more and more heated. In fact, he had enough time to deal with the matter properly before the incident broke out.
Because in the statement, he emphasized that he understood that the actual operator of "Happy Formula" was Guangzhou Xinrui Catering Management Co., Ltd. and then cancelled the previous cooperation agreement. He has been actively coordinating since May. , Deal with this matter.
I don’t know how active his active coordination is,Anyway, there is no proof. However, he quietly cancelled the contract with others to clear the responsibility, and he had to make people doubt the trickiness.
02 The statement was insincere
The statement was all about dumping the pot, and there was no apology. As soon as he came up, he said that he had terminated the contract with the company and was no longer the spokesperson of the brand.
will find the problem tomorrow morning and will not inform the public, but will silently terminate the contract and clear the relationship. The official announcement was so active when he took the money to accept the endorsement, and quietly when the contract was terminated. Your endorsement contract is terminated, but how can the endorsement impression formed in the audience's mind be lifted?
Now that you have endorsed the product, if something goes wrong, you should first realize your responsibility, express your apology to the victim, appease, and even help the victim defend their rights. And Li Weijia seems to have done nothing but eager to dispense with his own responsibilities, which is really chilling.
On the other hand, Ma Yili, the studio released a statement that not only takes over all responsibilities for its own lax review, but also clarifies the direction of future work improvement. At the same time, he expressed his willingness to assist other franchisees who have not yet defended their rights, and apologized to the deceived consumers and franchisees.
The image of sincere and responsible attitude is hard to disagree.
03 The wording is too official
The last sentence in the statement "For the untruthful remarks and malicious slanders against me on the Internet,I reserve the right to pursue legal responsibility.” This is really the most nonsense sentence in the star crisis public relations statement over the years, just like the "universal sentence" we wrote back then.
There is nothing wrong with this sentence, but as An artist who has been conquered by public opinion seems very narrow when he puts himself so high, so that the public has a sense of distance, and there is no way to empathize with you.
true Don’t those who want to maliciously defame you know that slander is responsible? He will stop spreading rumors because of your high-sounding words?
is obviously impossible. Then this sentence is nonsense for them. That is for them. The neutral people who eat melons will feel that your attitude is not sincere enough, and you will not let people say that you have done something wrong. Public opinion will stop you, and then you will be slapped by all kinds of shame.
Therefore, it is recommended that celebrities should use less nonsense to maintain legal responsibility when conducting crisis public relations. I have not seen anyone who has succeeded in public relations because of this sentence, but it is because this sentence has lost an attitude. There are many people who have a bad reputation.
The spokesperson and the brand are a pair of CPs that cannot be separated, and problems with either party will involve the other. It is not easy how to do celebrity endorsements Was back bitten?
01 Be cautious in endorsing,Strengthen supervision
celebrities should be cautious when choosing endorsement products, comprehensively and meticulously check the safety of products and brand operations, and choose products with good reputation as endorsements to reduce the chance of trial and error.
also assumes responsibility for supervision and verification during the brand cooperation period. This is clearly required in the " Advertising Law ", otherwise it will be subjected to double torture by public opinion and the law.
02 Respond positively and take responsibility
If there is a problem with the endorsement product, it is necessary to actively communicate as a spokesperson. Including notification responsibility and joint and several liability.
inform the public of the truth in time, express one's own attitude, and avoid unnecessary suspicion and cause further public opinion storms. Eventually caused the situation to develop in an irreversible direction.
If there is a problem with the product, the spokesperson has an inescapable responsibility, whether it is legal or moral. Only by responding positively, not evading, and having the courage to take on one's own responsibilities can we gain the goodwill of the public.
03 Sincere attitude and reduce unnecessary "hardness"
Stars eat by their own image, usually always show a positive image, and the public will expect higher. If there is a problem with the endorsed product,The first thing to do is to sincerely apologize to the public and strive to gain public understanding.
Instead of trying to get rid of the responsibilities as soon as they encounter a problem, they show an indifferent attitude that does not concern themselves. You are so indifferent, don't blame the public for not taking your side.
No matter what the situation, a sincere attitude and the courage to take responsibility are more popular than indifferent and arrogant people.
Brand endorsement is not about taking the product to say a few good things to take a video, just take a few photos.
Spokespersons must recognize their own responsibilities, carefully choose endorsement products, actively solve problems and take the courage to assume corresponding responsibilities, otherwise they will be severely backlashed or even plunged into the abyss.
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