与2008年北京奥运会产生的正面公关环境不同,2016年里约奥运会已经产生了很多的负面公关。8月,里约奥运会即将登场。碎片化的传播环境下,奥运会是难得的能够聚起人们注意力的营销平台。在中国,与四年前北京奥运时相比,如今的传播环境已从PC和移动端混用,到移动端占绝对主导传播的时代了。对中国企业而言,这八年间也出现了不少变化,从更关 Unlike the positive public relations environment that emerged from the 2008 Beijing Olympics, the Rio 2016 Olympics has generated a lot of negative public relations. August, Rio Olympic Games coming soon. Fragmented communication environment, the Olympic Games is a rare can gather people’s attention marketing platform. In China, compared with the Beijing Olympic Games four years ago, today’s communication environment has been mixed with PCs and mobile terminals, and mobile terminals have dominated the era of broadcast. For Chinese enterprises, a lot of changes have taken place in these eight years, ranging from even more off