Public Figures Based On Social Media Research On Personal Brand Crisis Disposal

Public figures as the spotlight's pet demeanor attracts much attention,especially in social media is increasingly developed today,the public figure of any wrongdoing may be exposed,amplified,caused great negative impact to the public image and the characters of their own organizations and institutions.In recent years,public figures of crisis events emerge in an endless stream when a public figure,by social media public opinion crisis,how to take appropriate means of communication to maintain personal image,eliminate the negative impacts,the right to play the social influence of public figures,it is worth our attention and discussion.This study is based on the context of social media environment,the public figure of the personal brand crisis spread and disposal of research.This paper is divided into four parts,the first chapter is the introduction,describes the related concepts,public figures and the maintenance of personal brand crisis theory and research ideas;the second part analysis of the current situation of public figures in the social media platform under the image crisis spread from the main transmission,media,audience and information perspectives.At present,the overall level of public figures to enhance the overall level of personal support,but subject to the media environment and the audience and other factors,the public figure to escape their own,negative response to the crisis caused by the spread of public figures.The main reason is the lack of organizational roles,crisis of literacy is not high and the lack of crisis communication mechanism;the third part mainly analyzes the emergence of crisis in the disposal of its problems and causes of public figures,combined with a large number of cases of the argument;the fourth part according to the characteristics of social media itself,combining the crisis public relations strategy and crisis the strategy,put forward public figures to take corresponding rhetoric and attitude in different types of crisis,the establishment of public figures to maintain the brand strategy,and is divided into 4 stages of the crisis,the outbreak and spread of latency period and the recovery period for disposal.The use of the establishment of early warning mechanism,strengthen two-way communication,seek support,transfer of attention and other methods to minimize the negative impact of the crisis,so that the public figure of the personal image of the largest maintenance.