自媒体时代明星网络危机公关策略探析——以“剧本门”和“出轨门”为例

A Probe into Stars' Public Relation Strategies of Network Crisis in We-Media Era——Taking "Wang-Ou's script event" and "Lin-Dan's extramarital affair" as an example

Web3.0时代,面对媒介资源泛社会化、传播网状化、舆论表达情绪化的特征,明星控制危机和重建形象的难度不断加大。结合"剧本门"和"出轨门"两起明星网络危机公关案例,明星团队网络危机公关要遵循新媒体传播规律,熟练掌握危机管理理论,灵活运用5S原则,充分发挥自媒体平台对话和沟通功能,积极进行舆论引导,尽快自我修复,转危为安。

In the era of Web3.0, stars have more difficulties in controlling the crisis and rebuilding the image because of the socialization of media resources, the dissemination of network, and the emotional expression of public opinion. This article combines the specific case and puts forward that when star teams deal with network crisis public relations, they need to follow the new media communication law, master the crisis management theory, use the 5S principles flexibly, give full play to the dialogue and communication functions of the media platform, and actively conduct public opinion guidance so as to have a quick self-repair and ~ the comer as soon as possible.