愛華網(wǎng)???? 如果一個(gè)名人自始至終傳遞的是正面積極的能量，那即便是被包裝而成，又有何不可？ 新媒體時(shí)代，名人效應(yīng)的兩面性矛盾愈發(fā)激烈和突出。 不久前，關(guān)于韓寒是否是“人造名人”的爭(zhēng)吵還一度甚囂塵上。認(rèn)為韓寒是“假相”的切齒痛罵，相信韓寒真實(shí)性的則據(jù)理力爭(zhēng)。 其實(shí)在國外，即便韓寒是“人造”人們也愿意接受這樣一個(gè)始終傳遞正能量的草根偶像。人們對(duì)于名人的包裝的接受，坦然而且自然，連美國總統(tǒng)奧巴馬能夠順利當(dāng)選，也離不開背后強(qiáng)大的包裝團(tuán)隊(duì)。 但美國民眾接受這種包裝的底限是：真實(shí)。 他的黑皮膚會(huì)受到相當(dāng)一部分白人的歧視；他身為私生子；他十幾歲時(shí)做過的一系列愚蠢的事情比如逃學(xué)、泡妞、吸毒。種種不利于奧巴馬的負(fù)面消息最后并沒有成為他成功路上的絆腳石。相反，這樣一個(gè)真實(shí)而立體的候選人，反而讓民眾感到踏實(shí)可信。 在公關(guān)行業(yè)已有50多年經(jīng)驗(yàn)，博雅公關(guān)CEO 克里斯也認(rèn)為，名人的形象管理最重要的有三方面，就是真誠可信的內(nèi)容，還有豐富的對(duì)話。作為真誠而言，一定要作為可靠的信息來源，而內(nèi)容則需要向受眾傳達(dá)他們所關(guān)注的信息，而不是只傳達(dá)自己公司企業(yè)所關(guān)注的信息。所謂對(duì)話，即雙向溝通，這個(gè)非常不同于新媒體時(shí)代產(chǎn)生之前的單向溝通。 真實(shí)、真誠對(duì)于名人正能量的傳遞的確是一種珍貴品質(zhì)。 真實(shí)是底限 天使投資人薛蠻子日前在新浪微博發(fā)帖感慨：“轉(zhuǎn)眼就360萬（粉絲）了！”從一個(gè)默默的投資人到發(fā)起微博打拐事件引起輿論轟動(dòng)，再到成為360萬公眾所關(guān)注的名人，只有不到一年時(shí)間。現(xiàn)在的薛蠻子在公眾心中的形象，是一個(gè)總是滿臉慈祥笑容、熱衷公益事業(yè)的好人。每每有求助事件，[email?protected][email?protected]?￥?????￥???°?¨?????¨?????￥?-???§?????￥???3?|?3?¨?ˉ?????￥???¨?¤?????§?????|?????|???￡?￥?????￥?????￥?????¤?1???¤?????ˉ?????§???-?§???-?￥?????￥?¤???￥???3?|?????￥???°?|???￥?¨???a?￥?????????￠?￥?????|???1?§?????¨?????¨????60?¤?????￥?????|?????|?????￥?????|???°?￥?????¤?????§?????￥?????????￥?¨?????§???????????￥?????￡?????￡?????￡?????¨?????¨?????￥?-???￥?·?2?§?????|?·?±?￥?????¤?????¤?????￥???°?¤?????¤???a?¤?o?o?|?????¤?o???§???￥?￥?????￥?o?|?§?????￥???????????￥?????¤?????§???¨?ˉ?????¨?????¤???o?¤?o???|?????|?????¤?o???¤?????§???′?￥?¤???¨?????§?????¤?????|?????§?????¤?????§???μ?¨?§???￥?±???￥?1???ˉ?????|?????¤???o?￡?????￥?????¤?o?o?￥?????￡?????¨???±?￥???￡?§?§???¨?????§?????§?????￥?????¤?o?o?￥?????￥?????￡?????￡?????￡?????¤?????￥???3?¤?????|?-?￡?￥???¨?|?????￥?????|?o???|?o???¤?????|???-?§?????￥?????¤?o?o?|?????￥?o???|?-?￡?¨???????????§?????¨?????¨?????￥?-???ˉ?????￥?ˉ?1?¤?o???|?????¤???o?￥?????¤?o?o?¤???￥?￥?????¤?????¤?????￥???ˉ?¨?????|???¨?￥???¨?￥?￡?°?￥?????|???′?§?????§?????¨???￥???????|?????|???¨?￥?1?????????¨?????|???ˉ?|?????¤?o???￥?????|???μ?¨?§?|?|?????§???a?ˉ?????￠?????￥?|???|?????¤?????|???ˉ?¤???o?¤?o???|?????|?????ˉ?????|?????|???1?|?????¤?????¤?????¤?????§???μ?¨?§???ˉ?????|?????¤?????￥?????¨?????§?§???§?§???ˉ?????￥?????|???￥?§???1?￥?????§???|?¤?????¨?????§?????§?????￡?????￠?????￡?????￡?????¨?????¤?????|?-?¤?|?????¤?????￥?°???¤?????¤?????¤???￥?￥?????§?§???§?????§???±?￥???????????￥???3?¤?o???￠?????￥?????¤?o?o?￥?????¨?￡???￠?????????????￠???§???????????¨?????§?????§?????§???±?￥?¤?§?|???μ?§?????￥?????ˉ?????￥?¤?§?￥?¤???|???°?￥?????¤?o?o?§?????¤???-?ˉ?????￥?????¨?￡???￥?????|?????¨?′???????￠?§?????￥???3???????ˉ?????|?????￥???3?§?????¨?????￥?????§?????¨???3?|???o???a???￡?????￡?????￡?????¨?????|?????¤?????????¨?|?????¤?o?o?§?????¤?o???¤?????￥?1???|?????§?????ˉ?????¤?????¤???a?|???′?￥?°???§?¤???¨?2???§?????￥?????¤?o?o?ˉ?????¨?????|???ˉ?¤?????¤???a?¨???1?|?????￡?????|?????￥???¨?¨?????￥???o?|?????|?????§?????￥?????¤?o?o???????|???ˉ?￥?????¤?o?o?¤?????￥?????ˉ?????￥???¨???????§?????¨?????¤???a?¨?￡???ˉ?????|???′?§?????????￠?￥???·?￡?????￡?????￡?????¤?????￥???¨?￥???·?§?????￥?????¤????CEO???????|???°?§?????|???￥?ˉ?????￠?????￥???¨?¤?????¤???a?￥???￥?￥?o?·?§?????￥?????￥???o???????????￠?ˉ?????￥?¤?§?????¨?￥?????¤?o?o?￥?o???¨?ˉ?￥???????|???ˉ?¨?????|???·?￡?????§?????￥?????|?????¤???a?￥?????§???1?￥?????|?????|?????￥?????§?????ˉ?????|???ˉ?￥???¨?￥?¤?§?|?????|???????????|???′?§?????|???????????￥?????¨?????????￡?ˉ?????¤?????¨?·?3?¨?????¨?·?3?￥???????????￥?????|?????|?????￥?·?§?￡?????|?ˉ???￥?|???¨?ˉ?′?¤?1???￥?????|???ˉ?ˉ?????§???1?§?????§?????¨?????¤?????¤?????¤?????￥?????ˉ?????¤?????¤?????¤?1???|???ˉ?￥???¨?|?????|?????¤?1???￥?????ˉ?????¤?????§?????§?????§???1?|???°?|???°?¤?????¨???1?|?????§?????￥?????§?????￥???￠?¨?±???￥?????￥?????￥?????￥?????￡?????￠?????￡?????￡?????￥???¨?￥?????￥?????¤?1???¤?????¤?1???§???¨?§?????|???§?|?????|?????￥???¨?¨?????¨???o?ˉ?????¤?????¨?′???????￠?¨?????|?-?￡?§?????|?????¤?????￡?????|?????§???￥?￥?????§?????￥?????￥?±???¨?????￥???°?￥???°?§?????|?????￥?????¤?1???¨?·?ˉ?￡?????￥?????¤?1???|?ˉ???|?????????￠?￥?ˉ?1?￥?a???¤?????ˉ?????|?????¨?￠???￥?????¤???￥?￠?????§?????§?????§?2???￠?????§?-???¤???????????￥?????￥???·?￡?????§???ˉ???????§?????¨?o???§?????¨?????￥???°?￥???°???????￥???o?¨?¨???¨?±?a?¨?????ˉ?????¨?ˉ???￥?|???￠?????|?????￥?°?±?|???ˉ?¨?±?a?????¨?￠?????￡?????￠?????|?????¤?????|???￥?¤???????????§???·?¤?o?o?￠?????￡?????￠?????￥?°???¤?????¤?????￥?¤?§?￠?????￡?????￠?????|?????¤?????¤?1???￥???2?|?????|???￥?￠?????￡?????|?????|?????￥?a???¤???????????¨?????￥???°?￥???°?§?????￥?????￥???3?|?????§?????|???¨?|?????§???′?ˉ?????￠?????¤?????¤???o?￥?￥?1?§?????￥?·?|?￥???3?|?????|?????|?2???|?????¨?§???￥?????§?????￥?????¤???o?￥?￥?1?|?????|?????|?±???ˉ?????¨?????|???ˉ?¨?ˉ?′?¤?????￥?°?±?￥?????|???￡?¨?μ???￥?￥?1?§?????¨?????§?§???§?????|???§?|?????ˉ?????￠?????￡?????￡?????|???¨?|?????§???′?￥?????￥???|?¨?ˉ???ˉ?????￠?????|?????¤?????¤?????|???￥?¤?????|?????￥?￥?1?|?????|???·?¨?ˉ?′?¨?ˉ???ˉ?????|?????¤?????§?????￥?·?￥?¤?????￥???a?|???ˉ?￥?????￥?ˉ???ˉ?????￥?￥?1?¨?ˉ?′?¤?????¤?1???¨?ˉ???￥?????￥???3?¤?o???￥?￥?1?￡?????￥?￥?1?????￡?|???·?§?????¨?ˉ?′?¨?ˉ???|???1?￥?????§???±?￥?￥?1?§?????|???§?|?????￥???3?￥?????ˉ?????￥???a?¨?|???|???ˉ?§???±?¨???·?§?????￡?????￥???ˉ?¨?????￥?￥?1?|?????|?????￥?????¤?????¨?·???¤?????|???￠?¨???¨?¨?|???|?????¤?1???¨???¨?¨?????§?????????????￠???ˉ?????¤?????|???ˉ?|?????¤?????¤?????¤?????￥?????|?????￥?￥?1?ˉ?????§?????￥?????ˉ?????|?????¤???????????￥?????|?????|?????¤?????|???¤?￥?￥?1?§?????¨?????¤?????§?????|?????|?μ???????2?ˉ?????¨?????§???′?|???￥?￥???3?§?3???￥???°?￥?￥?1?§?????¨???¨?|?????|???ˉ?￥???|?§?????¨?????|?????￥???¨?¤?o?o?￡?????￥?￥?1?￥?????￥???o???????§?????|?????￥?????￥?????§?????¨?????￥???2?|?????¨???°?¨?????§?????¤?o???|?????ˉ?????￥?°???§?????￥???ˉ?¨?????¤?????￥?????￥???????????￥???±?ˉ?????¤?????|???ˉ?¨?????￥???°?￥???°?￥?°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