Short Essay 1_Zheng Xiaoyu(1155222138)

In last week's lesson, we looked at POE and POSE constructs for analyzing different ways to generate branded content. In last week's lesson, we looked at POE and POSE constructs for analyzing different ways to generate branded content. I think this is a very clear model that can help brands establish a clear division of roles in different media channels and form an effective communication mix strategy. Of the four, paid media is purchased by brands, owned media is run by brand team members，marketing campaigns in shared media are often initiated by brands, so brands have a lot of control over these three media. However, for earned media, the story is totally different.

Importantly, in today's digital transformation, when consumers are searching for information about a product and considering a purchase, brands no longer have control over what consumers find on the Internet. Consumers may see a positive introduction in a brand's own media, but they are more likely to click on a post from another buyer sharing a real experience, which may include the shortcomings of the product. As we have seen in the latest comprehensive study on the topic, this happens 90% of the time. 

Thus, it becomes critical for brands to continuously monitor earned content to ensure it is not damaging brand reputation, and to sense weak signals to anticipate crises that could affect brand equity. In 2023, I worked as a public relations intern in BCW, a subsidiary of WPP, and participated in the crisis monitoring work of a domestic mobile phone brand. At that time, my job was to collect crisis public relations incidents of other brands and write briefings. I found that many brand crisis incidents may be triggered only by a photo or video posted by users on social media. For example, on May 21, 2023, a passenger posted on Xiaohongshu that he was mocked by a stewardess for non-standard English when he took a Cathay Pacific flight. Cathay Pacific apologized the next day, but the suspected stewardess posted on Xiaohongshu on May 23 that there was no discrimination against non-English speaking passengers. That evening, the flight attendant canceled her account. Cathay Pacific apologized again and said it had dismissed the three people involved and would lead an inter-agency team to conduct a comprehensive review to avoid a similar situation happening again. As the controversy intensified, Cathay Pacific's chief executive, Hong Kong's secretary for Transport and Logistics and even Hong Kong's chief executive, Lee Ka-chiu, responded. Maybe this case is extreme, but it also gives us a glimpse of how powerful the out-of-control earned media can be.

These realities remind brands that while continuing to develop paid media, owned media and shared media, they must build professional teams to manage earned media. Earned Media is a natural feedback from users to brands, so creating great user experiences is at the core of earning media. If a negative comment has appeared on social media, the brand should listen and understand the user's dissatisfaction, and quickly provide a constructive response, showing the brand's responsibility and care.