Research On Crisis Communication Management Of Network Broadcast Platforms

In recent years,with the frequent occurrence of crises caused by various man-made and natural factors,the concept of crisis management has subsequently entered the vision of the government,scholars,and the public.Similar to the crisis events that have occurred in the past,we are now experiencing the rapid development of the e-commerce industry,and the sudden emergence of live broadcasts with goods.During this period,many live broadcast platforms have emerged,such as Taobao,Douyin,Kuaishou,and Weibo.Wei Ya,Li Jiaqi,Simba,Luo Yonghao and others are well-known webcast delivery masters in this field.In addition to these,there are also a large number of celebrities with their own popularity and traffic participating in the live broadcast.However,under the premise of the continuous development of live streaming,live broadcast "car overturning" incidents are also everywhere.The web live broadcast platform is developing rapidly,and crisis events are inevitable during the live broadcast process.An important part of the development of the web live broadcast platform has become the communication management of the crisis.With the rapid development of the Internet,the communication characteristics of the Internet bring opportunities and challenges to the crisis management of live broadcast platforms.This article first analyzes the definition of crisis and webcast platform crisis,and at the same time analyzes the communication characteristics of the two,and provides theoretical support for case analysis.Secondly,with the help of Luo Yonghao's "fake woolen sweater" incident in the live broadcast to study the core stages of the spread of crisis: the crisis budding convergent period,the crisis bursting and fission period,the crisis spreading and dispersing period,and the crisis lifting and reshaping period.Next,analyze the characteristics and skills of Luo Yonghao's team crisis communication management from four aspects: proactively telling the truth,expressing apologies,communicating sincerely,successfully using the "two micro" to master the right to speak,unifying the slogan,and stabilizing the position.Finally,the experience of solving this crisis will provide reference for the management of crisis communication on the webcast platform,including ensuring transparency of information,preventing the spread of rumors,apologizing attitudes must be sincere,correcting behavior thoroughly,using "two micro" to assist management,and mastering the discourse Rights,restore the image of the anchor group,improve management procedures and emergency remedial procedures.Hope to provide a complete and feasible response strategy for the future crisis communication management of the webcast platform.