#头条创作挑战赛#
At around 7 o'clock in the evening on December 16, Dong Yuhui and Yu Minhong jointly appeared in a live broadcast to respond to the "small composition incident", and the audience reached more than 33 million people. Yu Minhong gained nearly 800,000 fans overnight, and Dong Yuhui also gained more than 5 million fans in just one day because of the small composition incident.
In Yu Minhong's personal live broadcast room, the two sides responded to the main questions in the past few days in the form of dialogue, emphasizing that Dong Yuhui will not leave Dongfang Selection and is treated very well; there is no communication gap between the two sides; the former CEO surnamed Sun will still stay in Dongfang Selection to help develop; and the team will not change.
Boss Yu Minhong's series of responses have no loopholes, and many people were questioning and complaining at the beginning of the live broadcast, but at the end of the live broadcast, there were very few dissatisfied voices.
It can be said that this small composition incident has basically been quelled, and it can even be said that it has turned the tide, especially the official account of Dongfang Selection is no longer crazy about losing fans.
We summarized the main content of the live broadcast into 10 paragraphs and analyzed the meaning behind it.
1. There is no problem with Dong Yuhui's treatment, Dong Yuhui will still stay in New Oriental and Oriental Selection
In the live broadcast, Yu Minhong mentioned that Dong Yuhui did not make special or excessive requests, nor did he express dissatisfaction with the treatment.
Dong Yuhui's treatment includes options, and Dongfang Selection provides Dong Yuhui with a relaxed working environment. Dong Yuhui also said that his salary has been greatly improved.
He described Dong Yuhui's attitude as always peaceful, making suggestions for the company's development, and expressed his encouragement to him, repeatedly emphasizing Dong Yuhui's peaceful attitude in the company and his contribution to the company.
In addition to Dong Yuhui, including other excellent anchors, Yu Minhong will do his best to provide the right treatment, especially the development platform.
Dong Yuhui said that his career plan will still stay in New Oriental and Oriental Selection in the future. In my opinion, staying is the best way to deal with it at the moment, and peace is a win-win situation, and Dongfang Selection handles a series of things behind the camera.
Whether you start your own business or find a partner together, you need to take huge risks (including business ability, equity, financing, team management and public relations risks, etc.), and you need to invest several times the energy, which is a great burden for Dong Yuhui, who is just a cultural reader.
2. There is no communication problem between Yu Minhong and Dong Yuhui
Yu Minhong said that there has been basically no barrier in communication with Yuhui from the beginning (June 2022) to the present.
In the development process of Dongfang Selection, in fact, it is hoped to reach a consensus on the management, but the gap is mainly because there is a management in the middle (that is, the management of Dongfang Selection), and the management has some ideas of its own (I think it means that it will be added to Dong Yuhui, and the boss Yu Minhong himself respects the decision-making of the management or does not know it, etc.) has become an obstacle to communication.
Dong Yuhui has always had a lot of right to speak, but he is personally more introverted, but he doesn't ask too much, and he has never asked for this position or that salary increase. Yu Minhong promised that if Dong Yuhui encountered difficulties in the company's work in the future, he could directly raise it with him.
In the agricultural assistance project, whatever Dong Yuhui wants to do, as long as he feels reasonable, Yu Minhong will definitely mobilize resources to let Dong Yuhui realize it.
In the future, Dong Yuhui has the right to speak in the career development and decision-making of Dongfang Selection. Dong Yuhui can leave Dongfang Selection at any time, and is willing to help, such as funding to help him develop.
3. Dong Yuhui does live broadcasts to bring goods, not to pursue material conditions such as money
Dong Yuhui mentioned his interests and happiness, including storytelling, cultural promotion, travel recommendations, etc., and said that he is willing to insist on doing something that makes him happy, not just pursuing too much money.
If he pursues it, as early as last year, when someone offered him a sky-high price of more than 100 million, he would not ignore it. He has to think about the value and meaning of his work, especially since he is still a bit screwed as a reader (i.e., true to his heart).
He urged everyone to understand his preferences and stay true to his true heart. If the pursuit of sales and excessive income is actually deepening the consumerism of consumers, his own education does not allow him to do such things.
4. Management errors and accident handling
Yu Minhong admitted the management's mistakes in handling affairs in the live broadcast, saying that he felt a lot of responsibility for the company's problems.
For example, Yu Minhong reflected on his own management style, which was too hands-off, and did not ask too much about the work of the management and executive level, but accumulated deep problems.
He expressed his concern for the team members, especially Dong Yuhui and Dongfang Xiaosun, as well as the importance of team affection and cooperation. This passage highlights Yu Minhong's thinking on management style and team emotion.
At the critical moment, Yu Minhong personally decided to take on the role of CEO, because the whole company was in a state of chaos and felt that he had to come forward to solve the problem himself.
At this critical juncture, he frankly said that if he did not come forward, the entire Oriental Selection Company could have a huge problem. The decision to remove Dongfang Xiaosun and himself as CEO is to re-establish the company's development direction.
5. Dong Yuhui has no problem himself
Dong Yuhui himself didn't have much to do with this matter, he was passively involved in it. Throughout the process, Dong Yuhui and Yu Minhong maintained a very good state of communication and exchange.
In fact, Dong Yuhui even emphasized what to do for the company to calm down the small essay incident. This incident is a mistake by the management, not a personal problem of Dong Yuhui.
6. The former CEO Dongfang Xiaosun will not leave, and the antagonistic relationship with Dong Yuhui is the surface
In the live broadcast, Yu Minhong said that the relationship between Dong Yuhui and Dongfang Xiaosun is very good, there is no antagonistic relationship, just an appearance. It has been mentioned many times that the newly dismissed CEO Dongfang Xiaosun will still stay in the company to assist Dongfang in the selection and development. The original (editorial) team will not be fired, and many parties will continue to cooperate together to promote the development of Oriental Selection.
Dongfang Xiaosun and Dong Yuhui are both their own little brothers, and in fact, the relationship between the two is quite good, and Dongfang Selection is done by the two of them. Dong Yuhui also helped Dongfang Xiaosun speak, (except for the removal of the CEO) Is there any other solution.
is more vigorous and resolute, and the execution has surpassed Yu Minhong himself and Dong Yuhui, and many important projects selected by Dongfang are all in charge of Dongfang Xiaosun. Including the construction of self-operated products, supply chain construction and APP construction.
Dongfang Xiaosun will definitely learn a lesson from this incident in the future, and will be able to do more things for Dongfang Selection in the future.
This means that Yu Minhong still recognizes Dongfang Xiaosun's personal ability, but it is covered by some superficial behaviors.
7. Dong Yuhui returned to his hometown to stop broadcasting, not because he was driven away
Dong Yuhui returned to his hometown of Xi'an, but he just finished recording a show and rested, facing public opinion on the Internet, he was in the center of the whirlpool, and he didn't know how to deal with it without this experience.
So at the suggestion of Yu Minhong, he kept a relative silence, and in fact, every day when he didn't sleep well, he would talk to the big boss Yu Minhong on the phone four or five times, how to deal with public opinion.
8. Dong Yuhui said that he was just an ordinary person
Personally, he thinks that he is just a very ordinary rural child, and when he returns to his hometown, he will feel down-to-earth when he approaches the land (this is the simplicity and kindness of young people from the countryside), and only hard work can be rewarded.
It's just that the original New Oriental classroom was moved to the live broadcast room with goods, and it was promoted in the form of knowledge, and it just exploded last year. He knew that he had a few pounds and a few taels, but he was just an ordinary ordinary person who happened to get lucky. Just a young man full of shortcomings, cowardly, fond of vassal elegance, with an empty belly.
He described Fan Jinzhong as crazy, and if people pursue too much desire (such as pursuing too high salary), they will lose their minds and will not be able to live their lives.
9. Internal communication issues of Oriental Selection
In the live broadcast, Yu Minhong and Dong Yuhui explained the internal communication problems of Dongfang Selection. Yu Minhong said that there is no barrier to communication between them.
But there are some problems at the management level, which leads to miscommunication on some matters. This has led to some misunderstandings and doubts from netizens. In response, Mr. Yu emphasized his trust in Mr. Dong and explained why they sat together to answer questions.
10. The company's development direction and future prospects
Yu Minhong emphasized many times in the live broadcast that Dong Yuhui's sense of belonging to Dongfang Selection and his expectations for the platform, both parties are willing to spend time and energy to do more valuable things, such as helping farmers, spreading culture and live broadcast abroad.
And is willing to give Dong Yuhui more development opportunities and a larger platform vision. He expressed the hope that Dong Yuhui could be given more authority and that he would play a greater role in the Oriental Selection.
In this live broadcast, Yu Minhong and Dong Yuhui responded to the small essay incident with a true and honest attitude, which drew an end to the turmoil. They explained a series of issues in the form of dialogue, not only clarifying Dong Yuhui's treatment and internal communication within the company, but also clarifying the company's future development direction.
The audience of this live broadcast reached an astonishing 33 million, of which Yu Minhong increased his followers by nearly 800,000, which means that the public is still very supportive of Yu Minhong and Dongfang Selection. During the live broadcast, Yu Minhong's response did not evade the question, admitted the mistakes of the management, and said that effective rectification would be carried out, and this frank attitude was recognized by most of the audience.
For new media practitioners, this incident is not only a model of crisis public relations, but also a case of management communication. At a time when information transparency and credibility are increasingly valued, how to face the turmoil calmly, communicate in a timely manner, and deal with problems properly has become an urgent ability for enterprise managers to improve.
In this incident, we have seen Yu Minhong's calm response and determination to solve problems as a business leader, which has a positive inspiration for us new media operators to improve their crisis public relations capabilities.