【Title】Li Jiaqi's crisis public relations 48 hours: three major reasons, all stepped on the thunder
【Introduction】Li Jiaqi's handling of crisis public relations failed, why is this so?
This article will analyze from three aspects.
【Third point】Li Jiaqi chose the capital of empathy with the workers, but forgot that he accumulated huge wealth by paying for the workers. After the incident, some netizens edited out the highlights of his live broadcast room, and found that his attitude when introducing products was no longer serious, and it was often his assistant who was live broadcasting.
Li Jiaqi's performance of several assistants is good, but netizens have fan filters for him, and he is already a successful man who can make more money than stars in the entertainment industry.
Everyone knows that even his dog can become popular on the Internet. It can be seen with the naked eye that Li Jiaqi is tired and even tired of the live broadcast business.
He can't stop, and on the other hand, he is bored, does this mean that the crisis PR company has developed a plan for him to "retreat"?
Even if you exit the scene less gracefully, turn to behind-the-scenes work; Or brainwashing employees within the company, telling them that they can't afford to buy because they didn't work hard enough, so their wages didn't rise... This is much better than continuing to broadcast live now with a mask and holding back negative emotions.
Do you have to be like Deng Chao, who lost hundreds of millions of dollars due to the failure of the box office of the movie, and was rumored to be suffering from depression, in order to retire to the background with peace of mind?
Li Jiaqi should obviously understand the principle of receiving when he sees good, but it is clear that he is no longer autonomous.
【Second point】Li Jiaqi and his team underestimated the backlash of netizens' public opinion.
There is an old saying in history that "water can carry a boat, and it can also overturn a boat". Li Jiaqi should have held his love for all kinds of "all girls", but now he is looking down on the workers, putting on a look of "if you can't afford it, reflect on whether you haven't worked hard".
I myself haven't watched his live broadcast for a long time. When I searched for information this time, I watched his recent live broadcast clips and found that his expression and attitude were very different from the past.
In general, Li Jiaqi now gives people the impression that he is in a bad state. He will complain without hesitation that he can retire, but in order to feed his employees and live up to the expectations of netizens, he will continue to broadcast live until he has a headache.
However, Li Jiaqi is also a self-motivated and self-driven person. His negative emotions accumulate to a certain extent, like a rebellious child, he spreads his tentacles to the outside world, and once he hits a wall, he will retract.
But deep down his self-motivated self was like a huge working machine, unable to stop.
Although he is already worth billions, he still has to broadcast live for a few hours every night like an ordinary Internet celebrity anchor, in order to earn that meager income. Although he is already a big boss and entrepreneur, he can no longer empathize with migrant workers, but he still has to persuade the girls to stay in his live broadcast room and buy products that are not as cheap as they imagined.
Li Jiaqi and his team overestimated their relationship with traditional media.
On September 10, after the incident of satirizing netizens in the live broadcast room, at first, only some self-media voiced on social platforms and described and restored the whole process of the live broadcast scene.
You know, the relationship between Li Jiaqi's team and traditional media is very good, and the relationship between media and stars is also cooperative and symbiotic in some cases.
Traditional media do not speak, at least remain silent, which is a conclusion we have drawn through ordinary crisis public relations routines, although it cannot fully represent the true thoughts of Li Jiaqi's public relations team.
Within the crisis PR industry, there is an unwritten rule that as long as the traditional media do not speak up, especially those influential national mainstream media, rather than local media, try to remain silent.
In this way, events will soon be diluted by new hot spots. On the Internet, at the beginning, there was no traditional media to follow up and report the incident between Li Jiaqi and Hua Xizi. Until the "Beijing Business Daily" published a commentary article, which directly revealed Li Jiaqi's behavior of forgetting his book and restored the whole process of him scaring netizens in the live broadcast room.
After that, the self-media that had previously reported on Li Jiaqi's career quickly followed, and this time public opinion began to get out of control.
Li Jiaqi made three mistakes in crisis public relations: choosing capital that empathizes with workers, underestimating the anti-devouring power of netizens, and overestimating his relationship with traditional media.
These mistakes led to the failure of his crisis public relations operation, and even threatened to backlash. Li Jiaqi is no longer the cosmetics cabinet brother of Rainbow Department Store with a monthly income of several thousand yuan, he is now more like a boss, while striving for employees to work hard and not only want to make benefits, he is also PUA's own employees.
The reason for his sudden hilarity may be that he is no longer an ordinary Internet celebrity, but a successful man with a net worth of billions and a large company.
During Li Jiaqi's 48-hour crisis public relations operation, he stepped on three minefields, which put him in a difficult situation.