Research On "Black Public Relations" Phenomenon And Governance Of Self-Media

With the rise of the media,especially the emergence of the head from the media,such as Papi sauce,New World,10 reading.After relying on content to win huge amounts of traffic,the media has demonstrated its profitability,either direct advertising diversion,indirect soft text implantation,or dividends with the platform.Since the commercial value of media has been continuously developed,while enriching people's content,barbaric growth has led to chaos."Black public relations" is one of the manifestations of self-media chaos."Black public relations" refers to the act of false reporting and text extortion of enterprises or individuals through various abnormal means.Since self-media "black public relations" not only intensified the unfair competition of enterprises,undermined the ecological environment of the media,but also interfered with the public relations market.Governing the "black public relations" behavior from the media has become one of the tasks to eliminate the chaos in self-media.This paper takes the "black public relations" from self-media as the research object,and adopts the research methods such as literature analysis and case analysis.From the study of the concept and characteristics of self-media "black public relations",it explores the operation process and causes of the "black public relations" from self-media.Combined with the cases of Geely and Great Wall Motors,Betta Fish and Tiger Tooth Live,Tencent and Byte Bounce,which were caught in 2018,they were analyzed in the case of “black public relations”disputes,which explored the “black public relations” caused to enterprises,public relations market and self-media platform.Hazards and negative effects.On the path of “black public relations” from self-media,this paper discusses the reality and urgency of governing the “black public relations” from the media.This paper thinks that it can be carried out from four dimensions: supervision department,self-media platform,enterprise and user.The supervision platform needs to strengthen the control,self-media platform needs to improve the operational norms,the enterprise needs to establish a correct public relations awareness,and the users need to improve the media literacy.