Short videos are rapidly becoming the masses' favourite form of content.

According to research by Djyanbao.com, the short video market in Mainland China is now approaching RMB300 billion, with users accounting for 84.8% of the total online population. Among them, Generation Z is the core user group, with nearly half spending more than two hours a day scrolling through content - quite simply, they just can’t stop.

Thanks to its low barriers to entry, bite-sized content, and mobile accessibility, short videos often have a profound and lasting impact on how people think, live, and consume information. An increasing number of internet catchphrases originate from short video platforms and spread offline. Even on platforms like Weibo, posts with short videos receive 10-20% more views than those with only images and text.

1. Diversified Crises in the Era of Short Videos

We live in an age when anyone can create quality content, and information spreads faster than ever before. With smartphones in everyone's hands, any event can be recorded, written about, uploaded to an app, and instantly shared with the world.

As media channels continue to diversify, their power grows stronger. However, the growing number of dissemination channels also makes public opinion more difficult to control. This places a greater demand on public relations professionals to adapt quickly and respond effectively to crises.

In the era of short videos, the types of crises are becoming increasingly varied. Traditional issues such as food safety scandals, the “3.15 Evening Gala” by China Central Television, and social marketing failures remain prevalent. However, new challenges have also emerged, such as the need for crisis management in response to livestreams or short videos advocating for rights. Additionally, crises influenced by human resource issues and international politics are becoming more commonplace. As the saying goes, “Good news travels slowly, while bad news spreads like wildfire.” With the expansion of communication channels, the speed at which bad news travels is now even more formidable.

2. Adapting PR Strategies Amid Changing Media Landscapes

When faced with unpredictable crises, how should corporate public relations respond to shifting media trends and steer organisations through turbulent times? Take public opinion monitoring systems as an example: traditional systems relied solely on keyword-based web searches. Now, monitoring must extend to short video platforms, requiring the ability to analyse video content as well.

The media ecosystem has evolved to include a well-established flow of information: whistle-blowing on social media → follow-up by traditional media → intervention by relevant authorities → final narrative shaped by traditional media. Furthermore, the new media operations of traditional outlets have become increasingly sophisticated, potentially introducing new areas of risk.

The shift from text-based to video-based content marks a significant transformation. Both monitoring public opinion and crafting timely public statements now require corporate PR teams to be agile and up to date. Crises usually erupt wherever users are most active, making it crucial for organisations to address these challenges head-on. In this context, one could argue that, while proactive communication campaigns may not always be essential for companies with limited budgets, crisis management is indispensable. When handled effectively, crisis resolution can not only ease tensions, but also generate significant attention and engagement. In contrast, poorly managed crises can have devastating consequences for a company.

3. The Three Pillars of Crisis Management

Looking back at 2022, most corporate public opinion issues were linked to short videos or livestreams. Once public sentiment escalated, short videos played a significant role in the spread of the news. As a result, companies and PR firms have started to place greater emphasis on social media and video platforms. These channels are no longer merely supplements to traditional public discourse but have become critical battlegrounds due to their immediacy, originality, and interactivity.

Understanding this shift allows organisations to approach public sentiment management with clearer and more decisive strategies. Successful crisis management throughout history has shared a common trait: the skillful application of the 5S principles. Guided by these fundamental rules, combined with a broad perspective and flexible execution, crises can often be resolved in a subtle and effective manner.