第一篇：公關(guān)案例——王老吉、社交網(wǎng)絡(luò)、菲爾普斯、克林頓緋聞

1、王老吉捐款——網(wǎng)絡(luò)公關(guān)

成功的網(wǎng)絡(luò)公關(guān)營銷能幫助企業(yè)提升自己的品牌形象.在汶川大地震中，王老吉是首個向災(zāi)區(qū)捐款1億元的民營企業(yè)，引起了媒體的廣泛關(guān)注，隨后又在互聯(lián)網(wǎng)上展開一系列的網(wǎng)絡(luò)推廣，雖然王老吉一直聲稱捐助只是為了獻(xiàn)愛心，但從最終的效果來講，王老吉的所作無疑是一次絕好的網(wǎng)絡(luò)公關(guān)。

事件過程：汶川地震后，在中央電視臺舉辦的 “愛的奉獻(xiàn)——抗震救災(zāi)募捐晚會”現(xiàn)場, “王老吉”品牌持有者加多寶集團(tuán)以一億元人民幣的國內(nèi)單筆最高捐款感動了每一個中國人。隨后國內(nèi)某個著名論壇出現(xiàn)了一篇《封殺王老吉》的帖子，倡議只要看到“王老吉”，見一罐買一罐，從貨架上“封殺”王老吉?? 網(wǎng)民不僅回復(fù)踴躍，更紛紛在其他的論壇進(jìn)行轉(zhuǎn)載，隨后，qq群，個人博客等多種方式也都參與其中，甚至部分報紙和電視媒體也參與了對這一帖子的討論。最后“害得”王老吉買斷了貨，只能是開足馬力生產(chǎn)“抵制封殺”。至此，王老吉不僅取得了超高的銷量，也贏得了全國網(wǎng)友的贊譽,可謂名利雙收。怎樣做好公關(guān)工作呢？可咨詢優(yōu)渡網(wǎng)的公關(guān)顧問。

優(yōu)渡網(wǎng)提供輿情監(jiān)測、品牌維護(hù)、危機(jī)公關(guān)、新聞發(fā)布等服務(wù)，覆蓋國內(nèi)大部分報紙媒體、網(wǎng)絡(luò)媒體、部分地方電視臺，為客戶迅速處理虛假信息、不實報道。并可清理搜索引擎中的不良搜索結(jié)果。

百度搜索“優(yōu)渡網(wǎng)”，進(jìn)入官方網(wǎng)站后可聯(lián)系在線工作人員，將您的具體情況和要求發(fā)給工作人員，優(yōu)渡網(wǎng)會在第一時間為您處理。

2、奧斯卡之爭，《國王的演講》PK《社交網(wǎng)絡(luò)》

83屆奧斯卡頒獎之前一個月，所有人都相信《社交網(wǎng)絡(luò)》會拿下分量最重的最佳影片和最佳導(dǎo)演兩項大獎，但是結(jié)果卻讓觀眾和影評人大跌眼鏡，《國王的演講》最終在最佳影片和最佳導(dǎo)演上完勝于《社交網(wǎng)絡(luò)》。《國王的演講》是一部制作精良，表演出彩的影片，它獲得奧斯卡也不是不能讓人接受，然而《社交網(wǎng)絡(luò)》一點也不比它差！究其原因，則是公關(guān)推手將《國王的演講》送上了奧斯卡的領(lǐng)獎臺。在《國王的演講》公關(guān)團(tuán)隊的瘋狂操盤下，發(fā)放了海量DVD，讓眾多評委在“百忙之中”只看了《國王的演講》，使得此片在決賽時刻爆發(fā)能量。另外影片延長放映周期，其長線的上映時間既獲得了廣泛的關(guān)注還獲得了不錯的票房。除了舉行媒體招待會、在評選DVD禮包中附贈“小禮物”等常規(guī)手段，其公關(guān)團(tuán)隊也憑借在業(yè)內(nèi)的關(guān)系網(wǎng)從5000多位的奧斯卡評委手中拉到了不少的選票。這種商業(yè)競爭手段雖不正當(dāng)，但卻極為有效。

怎樣做好公關(guān)工作呢？可咨詢優(yōu)渡網(wǎng)的公關(guān)顧問。

優(yōu)渡網(wǎng)提供輿情監(jiān)測、品牌維護(hù)、危機(jī)公關(guān)、新聞發(fā)布等服務(wù)，覆蓋國內(nèi)大部分報紙媒體、網(wǎng)絡(luò)媒體、部分地方電視臺，為客戶迅速處理虛假信息、不實報道。并可清理搜索引擎中的不良搜索結(jié)果。

百度搜索“優(yōu)渡網(wǎng)”，進(jìn)入官方網(wǎng)站后可聯(lián)系在線工作人員，將您的具體情況和要求發(fā)給工作人員，優(yōu)渡網(wǎng)會在第一時間為您處理。

3、菲爾普斯的道歉

知名運動員菲爾普斯在個人丑聞發(fā)生以后，道歉比游泳還快！2009年2月1日，英國小報《世界新聞報》驚曝他吸食大麻。那張吸食大麻的照片迅速傳遍世界各地。菲爾普斯面對丑聞的反應(yīng)一如他2004年前酒駕被捕之后那般快捷。菲爾普斯承認(rèn)吸食大麻，并公開道歉：“盡管在游泳池中取得了成功，但我做了一件與年輕人身份不相符的事，辜負(fù)了人們對我的期望?！彼兄Z今后不再發(fā)生類似事件。當(dāng)吸毒丑聞曝光后，菲爾普斯的媽媽備感失望，在一檔節(jié)目中甚至面對鏡頭留下了熱淚。在菲爾普斯發(fā)表道歉聲明后，美國奧委會表示，“菲爾普斯應(yīng)起到榜樣作用，遺憾的是，他未能履行這樣的責(zé)任。”不過，美國奧委會話鋒一轉(zhuǎn)，“菲爾普斯已承認(rèn)犯錯并道歉，確信他依然會成為偉大的奧運冠軍楷模。”丑聞曝光后，菲爾普斯及時公開道歉，獲得了諒解，而他母親的淚水也博得了不少同情?，F(xiàn)在，不少粉絲仍堅定地支持菲爾普斯?！霸诫[瞞，事情就會越嚴(yán)重”，這句話實在是至理名言，無論是個人，還是公司，都應(yīng)該從中有所體悟。

怎樣做好公關(guān)工作呢？可咨詢優(yōu)渡網(wǎng)的公關(guān)顧問。

優(yōu)渡網(wǎng)提供輿情監(jiān)測、品牌維護(hù)、危機(jī)公關(guān)、新聞發(fā)布等服務(wù)，覆蓋國內(nèi)大部分報紙媒體、網(wǎng)絡(luò)媒體、部分地方電視臺，為客戶迅速處理虛假信息、不實報道。并可清理搜索引擎中的不良搜索結(jié)果。

百度搜索“優(yōu)渡網(wǎng)”，進(jìn)入官方網(wǎng)站后可聯(lián)系在線工作人員，將您的具體情況和要求發(fā)給工作人員，優(yōu)渡網(wǎng)會在第一時間為您處理。

4、克林頓緋聞

提及20世紀(jì)的公共關(guān)系，不能不談到克林頓和萊溫斯基的緋聞案，這個案件在美國引起了相當(dāng)大的轟動，從1998到1999年歷時1年之久。這樁丑聞的宣告結(jié)束，來源于克林頓一番誠摯的懺悔，這個著名的懺悔講話在白宮發(fā)表，克林頓在講話中強(qiáng)調(diào)：“這個國家的孩子們，我希望你們能從我的錯誤中深刻反省并了解一個道理：尊嚴(yán)對一個人是多么的重要，任何自私的做法都是錯誤的?！彼€動情地講述了他前不久到佛羅里達(dá)州訪問時遇到一個小男孩時的情景，孩于對他說：“長大了，我也要當(dāng)總統(tǒng)，要和你一樣?！笨肆诸D說：“我衷心希望美國的家長們，能以我為戒，教育孩子們要做個誠實的人?！毖葜v發(fā)表后，從克林頓身邊的政府閣僚，到大小媒體以及美國民眾的反應(yīng)不難看出：克林頓的認(rèn)錯懺悔的確效果匪淺。

怎樣做好公關(guān)工作呢？可咨詢優(yōu)渡網(wǎng)的公關(guān)顧問。

優(yōu)渡網(wǎng)提供輿情監(jiān)測、品牌維護(hù)、危機(jī)公關(guān)、新聞發(fā)布等服務(wù)，覆蓋國內(nèi)大部分報紙媒體、網(wǎng)絡(luò)媒體、部分地方電視臺，為客戶迅速處理虛假信息、不實報道。并可清理搜索引擎中的不良搜索結(jié)果。

百度搜索“優(yōu)渡網(wǎng)”，進(jìn)入官方網(wǎng)站后可聯(lián)系在線工作人員，將您的具體情況和要求發(fā)給工作人員，優(yōu)渡網(wǎng)會在第一時間為您處理。

5、竊聽門之默多克被襲

傳媒大亨默多克及其子19日出席英國議會聽證會，就《世界新聞報》竊聽丑聞接受質(zhì)詢。在聽證會開始兩個小時后，一位男子將一盤剃須膏泡沫扔向默多克，使得現(xiàn)場秩序一片混亂。默多克妻子鄧文迪迅速躍起反擊，打了襲擊者一個耳光。襲擊者隨即被警方銬走。這一荒唐場景傳到國內(nèi)，在網(wǎng)上已經(jīng)演變成“鄧文迪飛身救夫”而被網(wǎng)站和網(wǎng)民津津樂道。冷靜一想，這不能不讓人懷疑，這一鬧劇是不是默多克集團(tuán)自導(dǎo)自演的危機(jī)公關(guān)？ 畢竟這一事件卻使公眾的情緒有所轉(zhuǎn)變，不少人開始對默多克表示同情，覺得他遇襲時就像一個普通老人，人們隨之也漸漸忘記了《世界新聞報》竊聽丑聞。

怎樣做好公關(guān)工作呢？可咨詢優(yōu)渡網(wǎng)的公關(guān)顧問。

優(yōu)渡網(wǎng)提供輿情監(jiān)測、品牌維護(hù)、危機(jī)公關(guān)、新聞發(fā)布等服務(wù)，覆蓋國內(nèi)大部分報紙媒體、網(wǎng)絡(luò)媒體、部分地方電視臺，為客戶迅速處理虛假信息、不實報道。并可清理搜索引擎中的不良搜索結(jié)果。

百度搜索“優(yōu)渡網(wǎng)”，進(jìn)入官方網(wǎng)站后可聯(lián)系在線工作人員，將您的具體情況和要求發(fā)給工作人員，優(yōu)渡網(wǎng)會在第一時間為您處理。

第二篇：楊瀾訪談錄——菲爾普斯 英文臺詞

Swimming in the urchin

Moderator(Yang Lan): Good morning ladies and gentlemen, welcome to “Interview with Yang Lan,” everyone has their own aspirations, a person's desire to have a little strength, when a U.S.swimmer Michael Phelps won eight people Gold, the world number of people who believe that, on August 17, he has won seven gold medals at the moment his personal desire to become the world's desire.Narration(in 2004 Athens Olympic Games, one of the world remember the name of Phelps.He was 19 years old, his six gold medals, two bronze shocked the world, this one took eight gold medals and became the most Olympic Star The bright star.Q: In general, held in the afternoon game, the Beijing Olympic Games start in the morning race, which many people fear of Phelps, for him Qizao bed is very difficult.Phelps: I drove to the school, I will look at the time, called her mother for the third time, said: it does not, to tell you upstairs.But I do in bed?

Moderator(Yang Lan): Do you have a very good state of mind, so you must sleep when they sleep on.In the Olympic Games will be like this?

Phelps: I can sleep anywhere.This game players, this is the biggest advantage, I love to sleep, sleep is my favorite one.I always fall asleep.This is not a problem.Q: Competition in the morning, there are many athletes have been complaints, you had a similar complain?

Phelps: I Haowuyuanyan, after all, this is the Olympics, to have the opportunity to participate in the Olympic Games for your country and swimming for your team and the motherland, and in what time does not matter to me.When will I be able to swim, if I have 10 o'clock in the morning, the Olympic gold medal run, I see no problem.I will get up on time, very proud to wear the clothes and make their own efforts to win glory for the country.Narration(Phelps of the mother, not the name of the most difficult to get up, the headache is that he's ADHD as a child, why would learn to swim, his mother is the treatment of ADHD in order to come up with countermeasures.)

Moderator(Yang Lan): I have heard that you learn to swim in one of the original treatment for ADHD, and through this to your mother you release excess sperm?

Phelps: he was right.I said in a swimming pool in the stadium, I will feel very relaxed, free, by releasing its own strength to be happy.I am finally out of ADHD.I am all right now.I think either school as a child learning to swim, I can not be so strong, I always remember as a child to see a doctor, take medicine regularly, and finally one day I no longer need these.Moderator(Yang Lan): What makes you aware that you are swimming for health and it? Or to set up his own career as a swimmer's goal? This is the time to do what?

Phelps: I would like to have been the hour, may be in 2001, when I created the first world record time.At the moment I think may be some very special things.Before I have taken part in the Olympic Games.But then, I feel a little different.Aside(although participate in the Athens Olympics, he is only 19 years old, but it is not the first time.In 2000 in Sydney, his 70 years as the youngest U.S.player, has participated in the competition.Moderator(Yang Lan): Your first Olympic Games in Sydney in 2000, then you only 15 years old, but it still got a fifth of the results for the first time you feel how the Olympic experience?

Phelps: It was the first time I have to go abroad for the first time with the national team play, I also experienced the first international match, I no more than 15 years of age.There are swimming pool 1800, Australia in the scream, as if the entire pool all in shock, the thunder sound as they scream too much, in fact I am not really ready to play.But also a kind of experience from which I know more about their own.When I get only the fifth time, I am very disappointed.But six months later, I broke my first world record, because I have the strength, I'm ready.Narration(2001 in the 200-meter butterfly race, 1 minute 54 seconds to break the world record of 58, Phelps began swimming at the world's gold on the road.Jun 29, 2003 held in California to create competition 200-meter individual medley world record, a month after the decision in the Barcelona world championships, broke his own 200m individual medley record of 41 days, he created the game 7 of World Records, he was just 18 years of age, In the world's top swimmer, he is a child, the talented juvenile began his second trip to the Olympics.Moderator(Yang Lan): A gold medal is more important than the use of it? In the Athens Olympic Games, if you do not have to adhere to Thorpe in the freestyle competition in one fell swoop, you can be a gold medal?

Phelps: I like to do one of the world's best game together.In the 200-meter freestyle, almost the best players, the tour's fastest players had participated.I would like to contest them, I never give up, especially in swimming inside，Moderator(Yang Lan): This is beyond anything the gold medal?

Phelps: I just want the best players and games.Moderator(Yang Lan): I think this is where you plug the Olympic spirit!

Phelps: Yes，Narration(desire for a gold medal, the desire to break Spitz's record seven blocks gold medal he was looking forward with the best players in the world for the excellent and the best game.He had to overcome their own Crocker's photo hung in the bedroom, indicating there is The existence of such a rival.'s Old rival Ian Thorpe retired Phelps let a lot of disappointment.)

Moderator(Yang Lan): Who is your biggest rivalry?

Phelps: You can not say that a particular person, there are so many people around the world.I am doing the same with swimming, I swim in the competition, and so many people.I am in the world and the best player of the competition, this is my favorite, let me be more strong.Moderator(Yang Lan): You do not need to see them encouraged to do your fighting spirit?

Phelps: I do need result, I guide the direction, I will mark out a place I can see every day.A few years ago that Thorpe can not be a race to get seven gold medals, Phelps can not do.Those words in particular have been marked out, and then note in my locker, no matter what time to open my locker, I can see them.Narration(Indeed, now is not the time Phelps will be their opponents on the bedside photograph of a child, he was very clear victory, if not enough self-confidence, than their opponents have to redouble our efforts, he likes a bow Man saying, “If you break one day, strength will be back two days”)

Moderator(Yang Lan): You know you are training hard, even in the same is true of Christmas，Phelps: a price to pay for growth.I gave up.Moderator(Yang Lan): We like to describe your training, such as a day to travel long?

Phelps: I swim every day 2-5 hours each training swim about 5-6 miles now.Therefore, the basic day to the upper reaches of 5-12 miles, seven days a week is so.7:30 every morning, 15 o'clock, the training twice, each time for two hours or so.Moderator(Yang Lan): how to find joy in these circumstances it?

Phelps: I enjoy the view that, in addition to swimming, I want to, do I like to do.Play games or watching TV, or anything.In any case entirely on their own time, can do, can be very happy.If I could live in a swimming pool, that would be the safest.Aside(due to Phelps's Incredibles results, he studies why some people travel so fast, it was his physical condition, have concluded that the physical characteristics of the largest Yao Zhi long and short legs, so that the Is the proportion of Athlete of the devil figure, combined with powerful muscle relaxation category, to ensure continued momentum and accelerate the outbreak of the force)

Moderator(Yang Lan): We all said in your arms, legs, feet, hands, your sense of water and so on, do you think is the best so why would it?

Phelps: I guess because I have a gift swim in it.God gave me this talent, and gave me the will.I think from my parents, where many of the genetic characteristics of my personality, I am a very hard-working people, I am persistent and I do not words fail, to achieve our goals, I will make every effort, which is all of these together, creating I had that with my success.Aside(it can be said that Phelps warm sense of survival and swimming pools on the very obsession of many swimmers could not overcome the nature of his reasons, he also received a “aquatic animals” nickname.His rotation “under the surface ”Bluntly: his aversion boring, repetitive use of his legs around, very much perturbed by the non-stop commercial activities in the water would only be nurtured and enjoy the feeling of Qing Fu.)Moderator(Yang Lan): to leave the pool, you will feel a little awkward right?

Phelps: Yes, I left the pool very clumsy, I think is the safest in the water.Moderator(Yang Lan): In the swimming pool outside what harm?

Phelps: I always keep falling, the opponent and feet, I was a fish out of water, I had better return to the water, I can swim, or even to sleep, I will start things safer.Aside(because of less fame, the big kids have slowly come to understand that the success of the arrival there will be a lot of trouble, in 2004 a few weeks after the Athens Olympics, was also proved that he did not grow up.He lives in accordance with the law in Maryland He drunk driving, because he can not reach the drinking age, he was 19 years old.)

Moderator(Yang Lan): Do you drink-driving incident is what's going on?

Phelps: Yes, you made a mistake.It is very different from my life.This is also a lesson in life, and I now made great progress since then, when I told my friends together, because they may make mistakes, I will stop them from committing the same offense, if I can help them To prevent other people guilty of similar mistakes.I think this is, because I can to help them.Moderator(Yang Lan): This is a growth experience

Phelps: 18, 19-year-old to 22 years old, I have to live independently and have their own house, own cooking, living completely different.The life bit by bit, I do not useful.Aside(the 19-year-old age will face up to its mistakes, he returned to a conventional life back in the water, things change in the bright side.Melbourne in 2007 he created a world record 7 gold medals, so that the swimming talent Before the Olympics has become the most watched player, he early to prepare for the Beijing Olympic Games.)

Q host(Yang Lan): I have heard that you had to learn Chinese?

Phelps: I am a school, but very difficult, very difficult to do, I'm learning a course.But also to learn the course entry Stage.Moderator(Yang Lan): Now what can be said of?

Phelps: women, men.I learned are based.There are water, coffee, tea, very, very well.Narration(in Beijing to participate in eight matches, means that the opportunity to record the impact of eight.There is no doubt because they believe he has such power)

Moderator(Yang Lan): The convenience of our goal to tell you?

Phelps: This question has been asked numerous times.Only two people in the world, I know.Bob and I, even my mother is completely unclear，Moderator(Yang Lan): India does not intend to come out on the bed?

Phelps: I can only see.Moderator(Yang Lan): Everyone you expect to break Spitz created a world record!

Phelps: But I have a lot of goals.And that these goals are very high.I just want to do in the first Phelps, not the second Spitz.I do not want to do our predecessors, the sport is new.This is my goal.Narration(in the Beijing Olympics, Phelps eight gold medals from child prodigy to the evolution of the legend, his 23-year-old can one go further, we have to see if he can do in the pool and a race against time to play the game.)

Moderator(Yang Lan): I have heard that you are 12 years old to participate in a game to throw the goggles?

Phelps: Yes, I threw.Moderator(Yang Lan): lost because of it?

Phelps: I often get angry at that time, but I do not now the case.I learned from the mistakes committed as a child, to draw lessons.Moderator(Yang Lan): after the coach say? Phelps: He could not do so, so I changed a lot.Learned from the mistakes and change.Moderator(Yang Lan): Phelps incredible, these days many people use the flying fish, and even alien to describe his incredible that he has anything to do with it? He broadens the human imagination, so far, he has 14 Olympic gold medals, he also said that the participation in the 2012 London Olympics, will not terminated our imagination, Thank you for watching this edition of “Interview with Yang Lan.”