The wolf performance of Baidu's vice president overturned

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2024-05-07 20:10Published in Guangdong Knowledge Field Creators

Text / Shouichi

Xuan Jing, vice president of public relations at Baidu, a name that was rarely heard of before, suddenly came out in the past two days, which greatly shocked netizens.

The reason is very simple, she opened a personal account on Douyin, and posted four short videos in five days, talking about workplace topics as a female overlord.

One of the most controversial headlines reads: "Baidu Vice President Xuan Jing Talks About Managing People, Employees Break Up and Leave My Second Why Think About Employees' Families."

At a time when well-known entrepreneurs are showing humility, she is also keen to create such aggressive characters, and the results can be imagined.

She's cooler than she's on fire. Now that all the content on the Douyin account has been deleted, not only did the plan to build a personal IP fail, but Baidu also dragged into a negative quagmire.

As the No. 1 public relations position, it is a great irony to create a huge negative press for his company by himself.

01

It's a wolf show that people can't understand.

If Xuan Jing is a self-media entrepreneur and uses the identity label of a large factory to be a self-media account in the workplace track, these non-shocking remarks can be somewhat understood.

But she debuted as "Baidu's vice president and public relations No. 1", and it stands to reason that she has to consider the suitability with the company. So, with such an extremely wolf expression, what image do you want to highlight Baidu?

As long as you have a basic perception of the direction of public opinion, you should know that the so-called wolf culture, whether inside or outside the big factory, is becoming more and more annoying.

This is a rebellion against involution, and it is a trend of the tide of the times that has nothing to do with right or wrong. Those who do public communication will die if they go against the trend.

Of course, most bosses will agree in their hearts that no one who does not want employees to be wolf and bloody. Many years ago, Robin Li once called for "encouraging wolf nature and eliminating petty bourgeoisie" in the enterprise.

Therefore, there are roughly two possibilities for Xuan Jing's wolf expression to be sent out, either the No. 1 public relations position lacks perception of the direction of public opinion, or she cares more about conveying her wolf style to the boss.

And the essence of the two can actually overlap - this expression of not caring about the public's feelings is actually for the boss to see.

Only according to the logic of "working hard to invite credit" can it be explained.

Otherwise, what positive help can creating such a wolf self-media account bring to the enterprise?

02

Xuan Jing not only tossed herself, but also circulated a screenshot on the Internet, she asked all employees in the department to go to the short video platform to open a self-media account.

This is actually very confusing.

That's right, now more and more entrepreneurs are trying to be Internet celebrities, and entrepreneurs represented by Lei Jun and Zhou Hongyi can be on the hot search with every move, saving countless public relations fees for enterprises.

The boss is an Internet celebrity, of course, everyone is happy to see it, attracting fans is a good thing for the development of the company, and the price of recruiting black is also borne by himself. Power and responsibility are one, so it doesn't matter how the boss tosses himself.

However, it is difficult to say whether it is beneficial or disadvantageous for the company to let employees engage in short video self-media, not to mention that the probability of becoming an Internet celebrity is very small.

Because it means that the boundaries between individuals and businesses are blurred. Personal problems can become corporate problems. The standard by which an enterprise is viewed will become the standard by which individuals are judged.

The quiet rollover is a good proof of this. It is also an understandable industry practice to do self-media buying accounts "hot start", but if you do it quietly, you will inevitably take advantage of Baidu's reputation for integrity.

The vice president of Baidu buys fans to make an account, can it sound good when he says it?

03

As a PR, the most important thing to do is to improve public relations. But what is Baidu's public reputation over the years, this public relations No. 1 position should be very clear.

In a horizontal comparison of major Internet companies, the performance of Baidu's public relations may hardly be said to be excellent.

To use a not necessarily appropriate analogy, as the No. 1 position of Baidu Public Relations, he should have done a better job in the official main battlefield, but now he is not taking the usual path, and is busy running to the rear to develop the second battlefield, and as a result, he died before he could get out of the army.

This has to make people doubt their business capabilities. Especially when he made such a big turmoil, but he didn't stand up and respond, he didn't know how his condescending self-confidence came from.

There are even self-media who said that because of the story of Xuanjing, the Baijia account was blocked. If a platform is so protective of its own people and faces criticism from the outside world, it can only be described as unbelievable.

It is easy for some business executives to regard the aura of power given to them by the company as their own ability. Tranquility may be a new illustration. A performance that is too vigorous exposes all the flaws of individuals and enterprises.

If after this, she can still sit in the No. 1 position of public relations, then for Baidu, I can really only say that I admire it.

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