Traffic fraud? Weibo celebrities’ “self-destructive” crisis PR

1. The startup company earned its first hundred thousand dollars not by its own products but by fighting against the other party . You see, the world is so wonderful that you don’t even know which cloud will rain.

2. The problem of inflating traffic does exist. It is not just the business of one or two companies or just one individual. It cannot be washed away, not even by a “solemn statement.” This is the current situation in your industry.

3. There is a saying in the self-media industry that 7 out of 10 top media leaders are inflating their traffic. From my observation, this is because the "industry" is too shy and reserved. How could there be so few of them? All athletes take stimulants. If you don’t, won’t you lose? I've heard that people who don't take stimulants will be considered weird and stupid.

4. In 2017, the World Federation of Advertisers predicted that in the next 10 years, traffic fraud will become the second largest criminal organization market after drug trafficking ; in 2019, CCTV criticized celebrities for fake traffic, followed by rumors that Wu Xiaobo’s channel bought fans. Therefore, startups should also understand that "entrepreneurship" is not an excuse for not understanding the current situation of the industry. You should know that there are only a few companies such as Durex that have used Weibo and WeChat to spread information and achieved success. Most of the clients' Weibo and WeChat expenses are wasted.

5. Judging from that statement, it’s not that the bee colony doesn’t work hard, but that’s just the level. I’m afraid that you’ll become proud if I give you a score of 1. If the public relations statement is so poorly written, how can you expect him to come up with any awesome promotion?

6. "The company does not promise to guarantee any issues regarding conversion rate. The effectiveness of the delivery depends on various factors such as products and content." Brother, the statement cannot be written like this! Everyone knows that you didn’t promise the results. Don’t shout it out loud. Isn’t that exposing the industry secrets to the public? But the problem is that everyone’s focus is not on this matter! What they said was that you forgot to add wine to the water, brother! People know that the wine you sell is mixed with water, but I thought that you didn’t put a drop of wine in the water! Your traffic conversion is 0. You are making a pancake out of nothing.

7. Before launching, look, this is our project summary, and that is our success case. After the launch, there is no effect. You see, you didn’t do it well this time. There is a problem with your product, your event planning, your pricing… Then why is it that the poor performance is all the client’s fault? If you do it well, then your company is awesome?

8. Moreover, the arrogance of Party B can be seen from the communication process exposed on the Internet: Look, this is how I signed the contract. I didn’t make any promises, so what should I be afraid of? You want to sue me? I wish you a happy National Day. If you send me another 100,000 yuan to give me an extra reward, we will definitely "take up legal weapons", make a solemn statement, call the police, and so on. But what if the weapon of law doesn’t work? What are you going to do? The essence of crisis public relations is to recover losses through emotional management . It always takes the law into consideration and calming public emotions is the first priority. Has the public been appeased? No. Will potential customers be lost?

9. If I were a client manager, I would think, it’s too scary that you sell this wine without any adulteration. My boss must have seen this screen-sweeping incident, so I’d better not invest in them in the future. Otherwise, my boss would ask, "Hey, doesn't that company have 0 conversions? And they sued others after being exposed. Why should we invest in them?" I couldn't respond to that.

10. Of course, maybe they don’t lack customers. After all, traffic fraud cannot be accomplished by Party B alone. It has long been a conspiracy game that all Parties A, B and C know about. But I don’t know how long this game can last. "Our media supply chain is full of darkness and fraud. We need to clean it up and invest the time and money we save into better advertising to drive sales growth," said P&G's Chief Brand Officer, David Brzezinski.

11. If I have to give a solution, I think “brand and effect integration” should not be just empty talk that is shouted every day.