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Celebrity reputation management and risk protection

MVP (Mega Volume Production, 十方众声) provides celebrity reputation management and crisis response for celebrities, creators, founders and companies. It watches for risks, and when something goes wrong it checks the facts, prepares the response, reports false or infringing content and helps repair the damage. Public statements go out in your name, never MVP’s. Long-term work includes monitoring and crisis response; a single incident can be a one-off project.

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What is reputation and risk protection, and who responds in a crisis?

Reputation and risk protection means MVP watches for risks around you day to day, deals with a problem when one arrives, and helps repair the damage afterwards. The everyday part is usually called reputation management, and the part that handles sudden events is called crisis PR. MVP’s Chinese site calls this “IP protection”, meaning protection of a person or brand, not of an IP address and not only of intellectual property.

When something goes wrong, this is how it is handled:

  • Who responds: MVP’s own team handles the response; for long-term clients it is the same dedicated team that already works with you. Lawyers’ letters, lawsuits and arbitration go to outside law firms, and MVP does not give legal opinions.
  • How: MVP first checks the facts and judges the impact, then talks through with you how and when to respond; the decision is yours. Against false information, impersonation accounts and deepfakes, MVP gathers evidence, reports to the platform and follows up.
  • In whose name: public statements go out in your name or your company’s. MVP does not speak in its own name and does not discuss the matter with the media.
  • Day to day: MVP keeps watching public discussion about you, and prepares plans and wording in advance for the situations most likely to go wrong.

What is included: long-term work already includes monitoring and crisis response. If you have no long-term engagement and something happens, MVP can take the single incident as a one-off project, priced as a project.

MVP works through three routes: reporting to platforms, the law, and public communication. It does not pay to have content deleted, pay to publish false information or fake engagement, and it does not hire anyone else to do so; the reasons are in the FAQ below.

Who needs celebrity reputation management?

Reputation protection is for people and companies whose public profile makes them a target: celebrities and their companies, creators who attract impersonators and online abuse, and founders and companies whose bad news can hurt the business, which is where executive reputation management comes in. Long-term clients usually keep it as a standing arrangement rather than looking for a crisis PR firm after something has gone wrong. For creators and influencers the bar for long-term work is 100,000 followers and a steady record of content and brand deals; celebrities, founders, experts and companies are judged on their standing in their field, not on follower count alone. If you are facing a sudden event, or are not sure you qualify, get in touch anyway.

What does reputation and risk protection include?

MVP’s reputation protection has four kinds of work, covering prevention, response and recovery.

  • Monitoring and reputation management

    MVP keeps watching public discussion about you, spots risks early, gives you regular reputation reports, and adjusts content, partnerships and public statements before problems grow.

  • Crisis response plans

    MVP prepares plans, public wording and a decision path in advance for the situations most likely to go wrong for you, setting out who decides what and when, so that when something happens, the plan is followed.

  • Action against infringement and impersonation

    MVP gathers evidence against impersonation accounts, deepfake video, cloned voices and defamation, and sends the platform a notice asking for the content to be removed; lawsuits go to the outside law firms MVP works with. The official routes, and the usual order, are set out in official routes for takedowns and abuse; the terms are explained in the glossary under notice and takedown and electronic evidence preservation.

  • Contract, account and privacy review

    MVP reviews the risk clauses in management and commercial contracts, sets account permission and login security rules, and checks whether home addresses, travel plans and other personal information are exposed.

What risks do public figures face, and how does MVP respond?

There are five common types; each is set out below with how MVP responds.

  • Reputation crises

    Bad news or false information spreading fast on social platforms. MVP checks the facts and sets the wording according to the plan, you or your company respond publicly, and false information is reported to the platforms under the law, with the right to sue for defamation reserved.

  • Impersonation and deepfakes

    Accounts opened in your name, AI face swaps or cloned voices used to sell products, and scammers posing as a public figure’s “manager” to ask fans or brands for money. In China the law bans forging a person’s likeness with technology, and protects a voice in the same way. MVP gathers evidence and files reports, and passes cases to lawyers when a lawsuit is needed. The rules and tools are set out under celebrities and artists, and the terms in the glossary under likeness detection and digital replica.

  • Contract and deal disputes

    Disputes with an MCN, an agency or a brand over penalties, who owns an account or exclusivity, including how to get out of a management contract. MVP reviews risk clauses before signing; when a dispute arises it organizes the evidence and divides the work with lawyers.

  • Account takeover and data leaks

    Stolen accounts, lost control of permissions or leaked internal material. MVP sets permission levels and handover rules in advance, and helps you recover an account through the platform’s official appeal channels when something goes wrong.

  • Doxxing and online abuse

    Home addresses, travel plans or family details published (known in Chinese as kaihe, 开盒), or coordinated online abuse. In China, privacy and personal information are protected by law, and platforms must offer ways to block strangers, capture evidence quickly and report abuse quickly. MVP helps gather evidence, report and seek legal remedies; the channels are listed in official routes for takedowns and abuse.

How does crisis PR work, step by step?

After signing, reputation protection runs in four stages: two before a crisis, one during and one after. The steps from application to signing are on the approach page.

  1. Risk assessment (before)

    At the start, MVP goes through your past content, your contracts, your accounts and where your personal information is exposed, and lists the situations most likely to go wrong, in order of priority.

  2. Monitoring and planning (before)

    MVP keeps watching public discussion and prepares public wording, a decision path and a contact list for those situations, updating them as your circumstances change.

  3. Response (during)

    When something happens, MVP first checks the facts and judges the impact, then you decide how and when to respond; public statements go out in your name or your company’s.

  4. Recovery and review (after)

    MVP rebuilds trust through steady, genuine content and candid communication with partners, works out what caused the event, and updates the plans and your list of deals you will and will not take.

How is reputation protection measured?

MVP looks at three things. They measure how fast and how well a problem was handled, not whether a piece of information disappears.

  • How long the response took

    The time from spotting a risk to starting work on it, and to the first public statement. It has a large effect on how a crisis develops, so it is logged for every event and assessed in the review.

  • What was resolved

    The outcome of each report against impersonation accounts and infringing content, and how far any legal matters have got, logged item by item and reported to you regularly.

  • How your reputation changed

    How the volume and tone of public discussion changed before and after an event, whether partners renewed or new deals came in, and whether the same risk came back.

Where do public figures usually register their names as trademarks?

Wherever you do business: China, the US and Canada each need their own registration, and because all three belong to the Madrid System, one international application can also cover several of them.⁠1 What follows is what each office publishes, for anyone about to register a name, stage name or logo as a trademark; it is not legal advice.

  • China

    Applications go to the Trademark Office of the China National Intellectual Property Administration. You can file yourself through the online trademark filing system⁠2 or at a filing window, or file through a trademark agency.⁠3 When someone else registers your name or stage name first, two rules are usually relied on: bad-faith applications not intended for use are refused, and an application may not harm another person’s existing prior rights (Articles 4 and 32 of the Trademark Law now in force);⁠4 the Supreme People’s Court’s Guiding Case No. 113 holds that the right to one’s name can be such a prior right.⁠5 The revised Trademark Law takes effect on January 1, 2027, and moves the prior-rights rule to Article 24.⁠6

  • United States

    Applications go to the USPTO. An applicant based outside the US must be represented by a US-licensed attorney.⁠7 Registering a living person’s name, portrait or signature as a trademark needs that person’s written consent.⁠8

  • Canada

    Applications go to the Canadian Intellectual Property Office (CIPO), whose site sets out the application route and fees.⁠9

  • The Madrid System

    One international application can name several members. The Madrid Protocol took effect for China on December 1, 1995, for the United States on November 2, 2003, and for Canada on June 17, 2019.⁠1

  • Identity on the platforms

    A YouTube channel can apply for a verification badge from 100,000 subscribers, and changing the channel name removes the badge.⁠10

Notes

  1. Protocol Relating to the Madrid Agreement Concerning the International Registration of Marks: Contracting PartiesWorld Intellectual Property Organization (WIPO Lex)SourceChecked ↑
  2. 商标网上服务系统 (Online trademark filing system)Trademark Office, China National Intellectual Property AdministrationSourceUnofficial translationMay be unavailable outside China↑
  3. 《国家知识产权局留言答复》 (Reply from the China National Intellectual Property Administration)China National Intellectual Property AdministrationPublished SourceChecked Unofficial translation↑
  4. 《中华人民共和国商标法（2019年修正）》 (Trademark Law of the People’s Republic of China (as amended in 2019))China National Intellectual Property AdministrationSourceChecked Unofficial translation↑
  5. 《指导案例113号：迈克尔·杰弗里·乔丹与国家工商行政管理总局商标评审委员会、乔丹体育股份有限公司“乔丹”商标争议行政纠纷案》 (Guiding Case No. 113 (a trademark dispute over a person’s name))Supreme People’s Court指导案例 113 号Published SourceChecked Unofficial translation↑
  6. 《中华人民共和国商标法》 (Trademark Law of the People’s Republic of China (revised 2026))China National Intellectual Property AdministrationEffective SourceChecked Unofficial translation↑
  7. Requirement of U.S. Licensed Attorney for Foreign Trademark Applicants and RegistrantsUnited States Patent and Trademark OfficeFR Doc. 2019-14087; 37 CFR §2.11Effective SourceChecked ↑
  8. 15 U.S.C. 1052 - Trademarks registrable on principal register; concurrent registrationU.S. Government Publishing Office (govinfo)15 U.S.C. §1052(c)SourceChecked ↑
  9. Fees for trademarksCanadian Intellectual Property OfficeSourceChecked ↑
  10. Verification badges on channelsYouTube HelpSourceChecked May be unavailable in mainland China↑

Frequently asked questions

How is reputation and crisis management priced?

Reputation protection is mainly an annual service, and long-term work already includes monitoring and crisis response. If you have no long-term engagement and something happens, MVP can take the single incident as a one-off project, priced by the scope of the event and the number of platforms involved. The figures come with your proposal and are itemized before you sign; how each type of client is charged is set out under how MVP charges.

Can MVP remove negative articles or posts?

Only through lawful routes. MVP can report content that is false, infringing or unlawful to the platform or search engine, and pursue legal remedies through lawyers, but it cannot make accurate reporting disappear. Paying to delete content, paying to publish false information and faking engagement are illegal in China, and MVP neither does them nor hires anyone else to: the first two can be prosecuted as illegal business operations in serious cases,⁠11 and fake engagement breaches the rules on online content.⁠12

What should I do if someone is impersonating me or using a deepfake of me?

Gather evidence first, then report to the platform, and sue if needed. MVP handles the evidence, the reports and the follow-up, and brings in the legal route when the platform cannot solve it. The official channels are listed in official routes for takedowns and abuse.

Who handles contract disputes, and does MVP give legal advice?

MVP reviews contract risk and organizes evidence, but it does not give legal opinions; legal matters are handled with outside law firms, and lawyers represent you in a lawsuit or arbitration. The governing law and exit terms of a contract are set out before signing, according to the contracting entity.

Will anyone know MVP is involved during a crisis?

Not from MVP. During a crisis, public statements go out in your name or your company’s; MVP does not speak in its own name and does not discuss the matter with the media. The engagement itself is handled under MVP’s confidentiality commitments.

Notes

  1. 《最高人民法院 最高人民检察院关于办理利用信息网络实施诽谤等刑事案件适用法律若干问题的解释》 (Interpretation of the Supreme People’s Court and the Supreme People’s Procuratorate on the Application of Law in Criminal Cases of Defamation and Other Offences Committed through Information Networks)Supreme People’s Court; Supreme People’s ProcuratorateSourceChecked Unofficial translation↑
  2. 《网络信息内容生态治理规定》 (Provisions on the Governance of the Online Information Content Ecosystem)Cyberspace Administration of China国家互联网信息办公室令第 5 号Effective SourceChecked Unofficial translation↑

Build your defenses before you need them.

Tell MVP about your situation, and it will assess your main risks and propose a monitoring and response plan; if you are facing a sudden event, ask for a one-off engagement.

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