Crisis public relations service
"Crisis PR" came into being. As an extension of public relations services on the Internet media
, it can be said that it is not only a part of the booming Internet economy, but also brought new issues to the traditional public relations service field. Data show that online public relations business has become the fastest growing field in public relations services, accounting for 6.3% of China's public relations market business, about 880 million yuan. However, some phenomena that damage the reputation of online public relations services have also risen. Malicious hype, false information is released, and even "network deletes negative news" and attacks on customer competitors are used as a means of profit. "Network pushers", "Internet thugs", The "Internet water army" became a hot word for a while, and even when CCTV revealed some illegal network public relations companies, it called it "network underworld."
In this context, China International Public Relations Association has issued the first industry standard document, "Internet Public Relations Service Specification" after issuing the "Green Network Public Relations" initiative to all network public relations practitioners and companies. It is undoubtedly very positive. significance. The signal it sends to the outside world is that the network public relations industry has a clear understanding of the current prosperity and problems, and is working hard to discipline itself.
If this self-discipline works, the relevant practitioners will definitely benefit from it. If an industry does not have self-discipline and always violates the rules, it will lead to bad currency in the market to expel good coins, eventually harming the healthy and orderly development of the industry, and possibly destroying the entire industry. It also benefits from the Internet. Information dissemination is the basis of public relations services. If Internet-based network public relations is full of thorns, traps, and evil, it will also affect the public's perception of the environment of network dissemination.
But as a non-profit civil society, it remains to be seen how much substantive role this industry normative document can play. First of all, whether the document is binding is a question; second, some measures announced by the association to punish "black horses", such as "exposing the list of illegal companies, publishing illegal acts and other measures", for a community organization, there may still be laws The basis is not sufficiently perplexed; in addition, it is not only the network public relations
practitioners who survive in the network environment. An obvious fact is that any violation of network public relations is not something that the network public relations practitioners can complete independently, after all It cannot operate in the background. We noticed that the self-regulatory activities of the online public relations industry initiated by the International Public Relations Association did not start today. As early as the "Code of Conduct for Members" formulated at the beginning of the association, it was clearly stated that "should not be given a" red envelope "or other The form of remuneration, except for the necessary page fees, vehicle and horse fees for the media. "Contrary to the chaos of online public relations, how can this article's execution power be imagined.
In order to create a green network public relations environment, the laws are necessary for its regulation and internal industry self-discipline. In addition, we should also pay attention to the characteristics of network public relations. What profit does online public relations rely on? Basically, it is the use of information asymmetry between the communicator and the audience. Whether it is malicious speculation, collecting money to delete posts for others, or slandering the reputation of others, all are aimed at the blind spots of certain information on the audience, which are used for clever use, thereby affecting the audience to mislead the audience. This reminds us that to build a green network public relations environment and network communication environment, industry self-discipline and legal norms are very important. At the same time, we must pay attention to maintaining the openness of the network, so that the audience has as much information as possible, and gradually learn to Complex information is used to make independent judgments, leaving those public relations companies with no interest to do anything. Once this openness is established on the basis of awe of laws and basic moral ethics, and full respect for public order and good customs, the network itself will have a powerful force. In front of this force, any online public relations activities for the benefit of self-interest are It is similar to a mantis arm as a car. Looking back, although the Internet promoters have created countless Internet celebrities, but it is not the Internet that finally breaks the truth?
No one knows whether angels or demons are hiding behind the network. The self-discipline of the industry is to strive to create angels; the norms of law are to make people dare not to be devil casually, otherwise it will pay a price; maintaining the openness of the network is to cultivate everyone to discern angels in an open pattern The power of the devil. All three efforts clearly have the same direction.