Prior to this, Wu Lei appeared on CCTV News Channel (CCTV13) at least four times in his personal capacity: the first time, when Wu Lei joined the Spaniard; the second time, when the "China-Spain Friendly Exchange Story Meeting" was held; the third time When Wu Lei scored his first goal in La Liga; for the fourth time, when Wu Lei broke the Barcelona goal. These four times are all in the form of news reports, and the duration is only one or two minutes, far less than this "ten-minute live interview." In less than two years, his name has appeared on CCTV news at least five times, and Wu Lei deserves to be "the hope of the whole village."
, Because this connection has set at least three firsts: the first time that a football player was interviewed by CCTV News Channel; the first time that a football player received a 10-minute live interview with CCTV; Bai Yansong’s first live interview of football athlete.
In the past, CCTV Sports Channel (CCTV5) conducted exclusive interviews with football players. For example, the famous "Football Night" column often interviewed domestic players; even for live interviews, they generally asked players briefly before or after major matches. . Using the wider audience of CCTV13's core column-"News 1+1", live interviews with football players, even when the National Football Team entered the World Cup in 2002, no player had ever received such "treatment".
过去，央视体育频道（CCTV5）对足球运动员进行了独家采访。例如，著名的“足球之夜”专栏经常采访国内球员。即使是现场采访，他们通常也会在大赛之前或之后简短地询问球员。 。通过CCTV13核心栏目“新闻1 + 1”的更广泛受众，对足球运动员进行现场采访，即使在2002年国家橄榄球队进入世界杯时，也从未有运动员接受过这种“待遇”。
The player closest to Wu Lei's "treatment" is the "women's first sister" Wang Shuang: When joining Grand Paris in August 2018, Wang Shuang was reported by CCTV Chinese International Channel (CCTV4); in November 2018, CCTV International Television ( CGTN) conducted a two-minute report and interview with Wang Shuang; in December 2018, CCTV13 reported the news that Wang Shuang assisted in helping Paris win.
最接近吴蕾的“待遇”的选手是“妇女的第一姐姐”王爽：2018年8月加入大巴黎时，央视中国国际频道（CCTV4）报道了王爽； 2018年11月，央视国际电视台（CGTN）进行了两分钟的报道并采访了王爽; 2018年12月，CCTV13报道了王爽协助巴黎获胜的消息。
In addition, Sun Jihai, a famous Chinese football player, received a recorded interview on CCTV2's "Cross-Boundary Seeing the True Chapter" column in April 2019. In the program, he shared his entrepreneurial story in the Internet industry; Team leader Zheng Zhi received a recorded interview in the "Reader" section of CCTV1 (CCTV1) in July 2018. In the program, he talked about his feelings and responsibilities for the national football team.
As a household name on CCTV, Bai Yansong has interviewed many celebrities. From the public information, Bai Yansong only interviewed two football players-Messi and Wu Lei. The interview with Messi was recorded and broadcast. It was June 2017 when Messi visited China. At that time, Wu Lei had not yet transferred to the Spaniard, and Messi would never expect to "taste" the bitterness Wu Lei brought to Barcelona in three years.
However, regardless of whether it is Wang Shuang, Messi, or Sun Jihai, Zheng Zhi, the relevant interviews did not cause much response. In this exclusive interview with Wu Lei, because of the three “firsts”, he received 140 million views on Weibo alone. The Baidu search index also created the entry "Baiyansong Connected with Wu Lei", related The information index reached 296,637.
First of all, if there are many domestic players who can reach or exceed Wu Lei's level, will CCTV still carry out relevant reports so intensively and prominently? Presumably not, just like CCTV News will not make such a report on a member of Guoping. What reflects behind this is the talent dilemma of Chinese football. Secondly, why not arrange an interview with a famous sportsman on CCTV5? After Wu Lei was diagnosed, because some members of the public did not understand Wu Lei and the Espanyol Club, a lot of negative public opinion was generated on the Internet. Therefore, it is necessary to choose a channel that can cover all the public to respond. Behind this reflects the problem of the popularity of Chinese football: not only to let more people play football, but also to let more people take the initiative to understand football.
After Wu Lei was diagnosed, there was an explosion of negative public opinion on the Internet. Therefore, whether it was intentional or unintentional, this connection can be regarded as a textbook-style public opinion response case. The author sums it up as a "3+1" strategy: "3" refers to the three basic issues that need to be resolved in response to public opinion: who speaks, how to say, and what to say; "1" refers to follow-up.
吴磊被诊断出后，互联网上的负面舆论激增。因此，无论是有意还是无意，这种联系都可以视为教科书式的舆论回应案例。作者将其概括为“ 3 + 1”策略：“ 3”指的是需要响应公众舆论而解决的三个基本问题：谁说话，怎么说，怎么说？ “ 1”是指随访。
After Wu Lei was diagnosed, the negative public opinion mainly came from the general public outside the fan community. Therefore, it is necessary to be guided by institutions and opinion leaders with credibility among the general public.
CSM (China Broadcasting Television Sophie Media Research) survey shows that the official media is the most trusted by the public in the epidemic. As CCTV's comprehensive information platform, CCTV News Channel has always had a wide range of influence. Recently, the ratings of news channels have risen significantly, with the ratings ranking second among all channels on the entire network, second only to CCTV integrated channel (CCTV-1). Therefore, it is very appropriate to choose CCTV News to present Wu Lei's interview (why not choose CCTV-1? Because the channel attributes are not right).
Only the official media is not enough, and the blessing of opinion leaders is needed. Then why choose Bai Yansong? On the one hand, Bai Yansong is a well-known CCTV celebrity in China, and has left a good impression on the public: close to the people, rational, upright, and demeanor, and very credible in the eyes of the public. For example, Wu Lei is well-known in Chinese football and even sports, but Bai Yansong's influence is about 1.5 times that of Wu Lei according to Baidu index data.
On the other hand, Bai Yansong himself has been an old fan for more than 40 years. The phrase "any objective evaluation of Messi will make you look like a plum" is still widely circulated among fans. He plays every week and cares about Chinese football very much. In an interview with "Northwest Watching Stand" in November 2019, he bluntly said: Chinese football has given him more than 40 years of pain.
There are many ways to report, why choose a live connection? Because the authenticity of the live broadcast is second only to the live broadcast (think about the live broadcast of the football game and the live shopping of the recent fire).
As one of the core columns of CCTV13, the positioning of the "News 1+1" column is to select the latest, hottest and fastest news topics of the day from large-scale topics such as current affairs policies, public topics, emergencies, and restore the full picture of the news. , Interpret the truth of the incident, and strive to present the most simple news with precision, purity and sharpness as the news orientation. In addition, this column has another feature: it is the only current affairs news commentary live program on CCTV News Channel. With such positioning and features, Wu Lei personally appeared on the scene, can convey the information in the most authentic appearance, reducing the chance of people with ulterior motives to misinterpret the information.
作为CCTV13的核心专栏之一，“新闻1 + 1”专栏的定位是从诸如时事政策，公共话题，紧急情况等大型话题中选择当天的最新，最热和最快的新闻话题。并恢复新闻的全貌。 ，解释事件的真相，并努力以精确，纯净和敏锐的方式呈现最简单的新闻作为新闻方向。此外，本专栏还有另一个功能：它是CCTV新闻频道上唯一的时事新闻评论实况节目。有了这样的定位和特征，吴雷亲自出现在现场，可以以最真实的外观传达信息，从而减少了别有用心的人曲解信息的机会。
In addition, among all CCTV news programs, the ratings of "News 1+1" rank among the top all year round. Since the outbreak of the epidemic, "News 1+1" has also been one of the main positions for epidemic information reporting, ranking 10th in ratings of all star news columns nationwide. This again guarantees the breadth of audience coverage, especially for the non-fans public.
此外，在所亚愽彩票app官网登陆有中央电视台新闻节目中，“新闻1 + 1”的收视率均居全年之首。自流行病爆发以来，“新闻1 + 1”也一直是流行病信息报告的主要位置之一，在全国所有明星新闻专栏的排名中均排名第十。这再次保证了观众覆盖面的广度，特别是对于非粉丝公众。
Before the start of the connection, Bai Yansong said: "Our national team player Wu Lei, because he is also the hope of the whole village from a football perspective. He is the only active player in the five major leagues." This passage contains two important messages: Wu Lei is a Chinese, and he has made important contributions to the development of Chinese football. After turning on the video, Bai Yansong first asked two questions, "How are they doing?" and "How are they (Wu Lei's family) now?" This kind of appreciation and care effectively countered the previous negative public opinion.
After solving the problem of "who said, how and what to say", follow-up is also very important. If you publicize how many goals Wu Lei has scored and what contributions he has made for the club and the national team, it can be predicted that the effect will be very general. Because these contents are at a distance from the general public. And this follow-up is the finishing touch: Focusing on the small life scene of Wu Lei using mineral water bottles as mobile phone holders, the image of a simple, low-key, and down-to-earth player emerges on paper. Everyone found that
In the end, the influence of this connection far exceeded the influence of Wu Lei's confirmed incident, and public opinion was effectively reversed. For example, on Weibo, the topic of "#武磊 infection新冠病毒#" has 100 million views, while the topic of "#白岩松连接武磊#" has 140 million views, increasing its influence 40%.