From the perspective of public relations, what impact will this incident have on Fudan University?

Recently, the suspected plagiarism of promotional materials of Fudan University in Shanghai has attracted widespread attention from the news media and the public: On May 27, 2015, Fudan University released a promotional video "To My Light", which was pointed out by netizens as " "Plagiarized" a promotional video from the University of Tokyo in Japan. The school then urgently removed the video and quietly released the latest version of the promotional video that night. On the 30th, the latest version of the official promotional video once again caused an uproar. It was accused that the ending of the film was suspected of "plagiarizing" the promotional video of the Technical University of Munich. The school had no response until the morning of the 31st, when Fudan University issued a post on its official Weibo to apologize to the public for the alleged plagiarism of the previous promotional video. As a result, Fudan has been plunged into crisis, and people's negative comments have come one after another. Fudan’s crisis public relations seems to have been out of place this time. This has sounded the alarm to many universities, hospitals, public welfare organizations and other institutions that lack public relations awareness. It also inspired us in the new media era to urgently strengthen the interaction between public relations and news dissemination. .

The new media era we live in is experiencing the transition from information networks and social networks to network society. The networked lifestyle has reconstructed the offline lifestyle, and online and offline The lifestyles are constantly interpenetrating and blending with each other. Therefore, in the new media era, crisis information dissemination speeds up, and organizations need to adapt to this communication method, change public relations concepts, emphasize "individual" attention, and establish rapid and timely response methods. First of all, establish a systematic crisis public relations prevention mechanism in the public communication process. The 110th anniversary of Fudan is a very grand event in itself, and the school should have a crisis prevention awareness from the very beginning. Secondly, crisis public relations and news dissemination are combined to establish a spokesperson system. Fudan should select an experienced spokesperson to explain the situation to the public in a timely manner and prevent crisis public relations from going back on their word and affecting the image of the institution. Finally, and the most important thing is to communicate and take responsibility, pay attention to the "individual" and respond in a timely manner. In the new media era, similar incidents will quickly become hot topics across the country. When a crisis occurs, Fudan's response is not timely, causing the incident to develop in an unfavorable and negative direction. It can be seen that the mobile Internet has given the public relations industry itself the characteristics of communication, and there is an urgent need to strengthen the connection and mutual support between the two.

Liu Binjie, member of the Standing Committee of the National People's Congress, chairman of the Education, Science, Culture and Health Committee of the National People's Congress, and president of the China Public Relations Association, pointed out that in the face of the new media era, public relations must seize the innovative development of news communication New opportunities for news dissemination at home and abroad, two-way interaction between official and private sectors, interweaving online and offline, and integrated development of content technology, integrating traditional media, the Internet, image design, advertising positions, external communications, exchanges and dialogues, and brands Activities and other various channels, build public relations platforms such as government public relations, public public relations, organizational public relations, corporate public relations, crisis public relations, event public relations, etc., to form an all-round public relations force that is intelligent, capable, multi-channel, and multi-platform, and comprehensively improve my country's public relations work level.