A Research On The Crisis Public Relations Caused By The Companies Celebrity Spokesperson

Currently, the phenomenon of the celebrity spokesperson is the public focus, and Chinese consumers always trust on them. However, negative news often burst out recent years, like fake advertisements or star scandals. No matter which type of the negative news, companies are influenced when they choose stars to operate their brand strategy, even their reputation and social image are affected. The celebrity spokesperson crisis has already become a serious company crisis.When companies are suffering from crisis, their social image and reputation must be ruined. Companies have to react immediately, try to control the extent of injury. Crisis public relations should show its importance at this time, helping companies react and recovering their image and reputation. However, the author found that many companies, including some big multinational corporations, didn't have a positive attitude when facing the crisis, even they didn't think about they should build a crisis public relations strategy system. Companies generally lack of the seriousness of the crisis and their actions are negative.This paper is going to study out a crisis public relations strategy system, after analyzing many cases and documents. This system is going to help companies get clear and useful crisis public relations methods to react to every crisis stage. This paper hopes to help companies protect their social image and reputation, which are not easily earned.