Journalism is a very advanced and complex science, and the same is true for propaganda and public relations. We must pay attention to how to correctly use the means of the media and how to effectively use the pressure of public opinion.

Good things can turn into bad things, and bad things can turn into good things.

Take the 85th Oscars as an example, two young actresses, Anne-Hathaway (Anne-Hathaway) and Jennifer Lawrence, won Best Supporting Actress and Best Actress respectively. Anne's speech was generous, elegant and decent, and it can be said that it was flawless; Jennifer was so excited that she accidentally fell when she came on stage to accept the award, and her acceptance speech was even more excited and incoherent.

Originally, these were two separate events, and for Anne, one was beautiful; For Jennifer, although she won the little golden man, she made a mistake in her demeanor and left some regrets.

However, in terms of public relations after the Oscars, the Weinstein brothers, who stood behind Jennifer, turned the tide and released rumors that Annie was too contrived, and all the Yiqiē were carefully crafted, which seemed too scheming; On the contrary, Jennifer is a person who is true and temperamental. The tactic soon took off, and Anne's PR team was not able to deal with it effectively, and since then, people have not only become more and more fond of Jennifer, but also aroused a bad feeling for her.

Public opinion is an interesting voice that can often lead to unexpected effects.

Similarly, Diorama Pictures is now facing a similar situation. After the revelation of Brad and Angelina's cheating scandal, the effect of the early publicity of the "Sahara Cavalry" was affected, and from the company's standpoint, it is bound to make corresponding adjustments.

In Lance's view, this is a good thing, because Matthew and Penelope's scandal has many variables - their relationship came together after they both cheated and hurt their lovers. Therefore, it is the wisest choice to take this opportunity to reduce the heat of the scandal, and then shift the audience's attention to the work "Sahara Cavalry" itself.

For example, promote the super high cost of movies. the sincerity of on-site shooting, the investment in computer special effects, etc.; For example, publicize the hardships of the crew filming in the desert, and break the news of some Moroccan exotic shooting tidbits and stills; For example, promote the fantasy adventure of the movie and the interesting facts encountered during the filming.

In this way, it is easy to shift the focus of the scandal between Matthew and Penelope to the movie.

Lance trusted, with Ryan and Tucker's expertise, as well as Jason's accurate judgment. Even if their propaganda strategy may not be exactly the same as his vision, they understand the need to shift focus. However, Lance was not going to give them a chance, he would not let the "Saharan Cavalry" win more attention, but instead he would push hard in the back and plunge them into an even more terrifying maelstrom.

Putting Operation Smith in the spotlight is the first step. With "Operation Smith" to suppress the "Sahara Cavalry", Twentieth Century Fox will definitely not let go of this opportunity; Let the news that "Operation Smith" become a vehicle for cheating becomes the focus of attention. This is the second step to remind people of the same events of the "Saharan cavalry"; Putting Matthew and Penelope in the spotlight again, and waking people up about the betrayal before the relationship began—like Brad and Angelina, that's the third step.

At that time, Diorama Pictures will face an even more terrible public relations crisis. Although the Western world is relatively open-minded, it is more tolerant and open to the transfer of emotions. But the moral standards for family harmony are consistent all over the world, and no one likes a third party who destroys family happiness.

This was the case with the "Operation Smith" in the previous life, before the movie was released, rumors about Brad and Angelina continued, and the crew and the parties involved denied it with righteous words. Huge PR resources were used to suppress negative news. But even so, the film's North American box office is still unsatisfactory, and the investment of 110 million is only in exchange for 180 million in revenue, but fortunately, the excellent performance of overseas box office power has made Twentieth Century Fox profitable.

But this time the situation is completely different, whether it is "Operation Smith" or "Saharan Cavalry", it can be said that the evidence is ironclad, and it has fallen behind in terms of moral positions. Especially for Diorama Pictures, in the face of such a public relations crisis, even if it can turn the tide, it is bound to be greatly damaged, and the huge expenditure of publicity costs is only part of it.

Lance hoped Ryan would like the gift.

On August 24, 2004, the latest issue of "Entertainment Weekly" broke the news of Brad's cheating in marriage, which directly detonated the frenzy of the entire North American continent, and almost overnight became the biggest attraction of the year, comparable to the presidential election.

According to incomplete statistics, in just 24 hours, the heat of discussion on this topic on the Internet has risen to 3 million times, and all major radio stations, major television stations, and major newspapers and magazines have all locked their eyes on the "Operation Smith" crew.

The crew of "Operation Smith", which was filming closely in Los Angeles, was surrounded by nearly 200 reporters, which even affected the normal filming of the crew, and Brad and Jennifer Aniston also gathered more than 100 reporters outside their mansion in Beverly Hills.

It was even more sensational than when "Vanilla Sky" broke the news that Tom Cruise and Penelope Cruz were in love because of the play, because Tom and Penelope were never photographed at the beginning, and all the news was just chasing after the wind, but this time, "Entertainment Weekly" actually took evidence of it, how could the media not be a sensation?

Everyone is curious about the same question: Is this true?

In the face of the influx of the media, Brad stood up as soon as possible and lashed out at the media in a rage, "It's nothing, it's fabricated out of thin air, and there's no way to make it!" These are Brad's exact words, and he strongly condemned the media's behavior of chasing after the wind, "slandering the friendship between me and Angelina with dirty means, and even trying to destroy my Jennifer's marital happiness in a shameful and obscene way!" ”

Brad's affection was completely out of control, and he even broke out a long string of foul words, venting all his anger without reservation. Brad completely denied the accusations of "Entertainment Weekly", and he was indignant that all the content in the photos was stills from the set of "Operation Smith", because the content of the movie required him, he and Angelina showed the daily life of a happy couple, but during the filming process, they were secretly filmed, and then distorted and misunderstood by the media, "This is simply a shameful slander!" ”

Brad's public relations team responded with words like "strict zhòng slander" and said it would hold Entertainment Weekly legally responsible.

Angelina, on the other hand, responded with an interesting one, arrogantly and contemptuously refusing to say anything about things, saying, "The media always likes to demonize me, and even if I didn't do anything wrong, people would say, look, it's that drug/drug girl who did something wrong." I refuse to comment on my job as an actor, and I refuse to talk to journalists who tarnish a person's reputation for profit! ”

The implication is that this qiē is a slander, and the photo of her and Brad is entirely a tidbit of Operation Smith.

Angelina's response is different from Brad's, but the content coincides. The movie "Operation Smith" immediately became the focus of attention, and the original work with a lot of topics is now directly on the cusp.

With the fermentation of the news, major talk shows have started discussions, and some people believe Brad and Angelina, after all, the paparazzi are notorious and unscrupulous; Some people believed the reporter and thought that the photo was the most direct evidence. The confrontation between the two schools of thought began to heat up on the TV and radio shows, and then the crew of "Operation Smith" also stepped forward and affirmed Brad and Angelina's statement, "It was really a movie plot, and the two actors were just doing their job." ”

At the same time, Twentieth Century Fox also issued a press release, focusing on the hardships and difficulties of the filming process of "Operation Smith", and the two actors did their best to shoot this work.

The crew's statement seems to be the strongest evidence, which makes the public opinion in favor of Brad and Angelina begin to rise rapidly, and it has the absolute upper hand, but it has not quelled the controversy - because this is not a court, it will end after the verdict is made based on the evidence, this is entertainment news, this is gossip. The discussion will not settle down in the short term, and the argument that "things will never come out of nowhere" is enough to overturn all the testimony of the parties and express strong doubts.

In the midst of this maelstrom, everyone is curious about Jennifer Aniston's attitude and position, and if Jennifer stands up for Brad, it will characterize the matter and settle these arguments in some way. But since the "Entertainment Weekly" broke the news, Jennifer has never shown up and completely disappeared from the public eye, even if the paparazzi are monitored 24 hours a day, they have not been able to catch Jennifer's whereabouts.

A week after the incident, not only did it not cool down, but it continued to ferment. "Entertainment Weekly" was released on time on August 31, and the cover news made waves again.

Above the cover is a brightly lit hotel, with the words "Brad and Angelina spend eight hours together for the Spring Festival/Supper and travel intimately!" Then there are two small pictures in the lower right corner, the left is a photo of Brad walking into the hotel wearing a baseball cap, and the right is a photo of Angelina walking up the hotel steps with her head down.

For the second week in a row, "Entertainment Weekly" shocked the whole United States with a shocking attitude, and this time, the earthquake magnitude was several times stronger than the previous week, almost throwing out ironclad evidence, without giving the parties any chance to explain, achieving an earth-shattering reversal and completely controlling the entire situation in their own hands. The qiē also made the controversy of the past week ridiculous, and the sanctimonious and indignant gestures of Brad and Angelina were full of irony.

One qiē and one qiē pushed this storm of the century to its peak, like a tornado, engulfing everyone in it. (To be continued.) )

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