Analysis on the crisis public relations ability of live broadcast under cargo rollover incident based on the “5-CM” theory

Abstract

At present, media presents the status quo of multi-mode and multi-form, and live streaming is born with the help of the
favorable conditions of media platform, and boost economic development, forming a new wave of dividends. However, as an emerging
industry, there are many problems such as unstable foundation, unsound mechanism and unfi rm model. Based on this feature, this study
starts from the rollover event of live streaming carry-over, takes 5-CM as the theoretical basis, analyzes how to solve the corresponding
rollover event of live streaming carry-over, and thinks about the concrete reality of the current crisis public relations ability. Furthermore,
this paper finds that there are obvious differences among different media organizations or institutions in problem perception, decision
judgment and meaning construction.
Finally, the study proposes that we should not only consider the public relations treatment methods after the crisis, but also think about
how to avoid the rollover event in the process of live broadcast delivery, and strive to continuously improve the practical ability of online
live broadcast delivery from the three aspects of live broadcast link, team structure, reputation and image.