In addition to external factors, the most important thing to add to the chaos of the company is actually the public relations department itself.
The role of a technical and powerful public relations department is often to bring a certain positive impact to the enterprise.
But there is another kind of people who think that they are very powerful and especially want to stand out, but they are more likely to discredit the company.
Recently, Baidu's vice president of public relations, Xuan Jing, personally stepped into the field of short videos, and her Douyin account surged to one million followers in just five days, which has attracted widespread attention from the industry and the public.
Xuan Jing's personal resume is still relatively glamorous, and she is currently the vice president of Baidu. She graduated from China Foreign Affairs University and served as Vice President of the Public and Government Affairs Dept and Director of the China Media Affairs Dept at Huawei.
In this incident, it was not because the increase in fans quickly attracted the attention of the public, but because of the rebellious remarks of Xuan Jing, vice president of public relations of Baidu, which directly made the whole hot search.
In the video, Xuan Jing repeatedly emphasized that "there is no need to think about employees' families" and "forget her son's birthday", which are accused of being too indifferent and lacking care for employees and families.
At the same time, these views are also contrary to the corporate culture of people-oriented and employee-friendly that is widely advocated in the current society, which has aroused public dissatisfaction and criticism.
This exposes several problems:
1. In fact, this style belongs to oneself, but others are unhappy, and it is often a very typical refined egoism.
The phrase "there is no need to think about the employee's family" is not right or wrong, the point is that this kind of word cannot be said, especially for the company's public relations leader.
Whether you care about the employee's family or not, this belongs to the category of human feelings, and you can or may not care about it as an enterprise. There is no one standard answer.
But as the vice president of public relations at Baidu, Xuan Jing used this tone and speech to say that the problems exposed were very big.
This style is cool for yourself, and then you don't leave anyone with any affection. Such people are also often very typical refined egoists.
In other words, I will only think about my own affairs, your affairs/interests/positions, and I will not think about them in the slightest.
2. The growth of the number of fans is questioned, and it is likely to be a Douyin account bought
Xuanjing's Douyin account surged from zero to one million fans in just five days, but then it was revealed that there were problems such as suspected fraud by fans and swiping likes to make data.
It can be noted that Xuan Jing released the first video on May 1, with 5401 likes, and the last one was released on May 6, with only 114 likes, which is a bit big.
But this number was actually built a long time ago, and then it has been particularly active since May Day, and it is estimated that I want to start working on it during this time.
In other words, the account's follower growth is not based solely on the attraction of original content, but through the purchase of transfer accounts, name changes, etc.
Of course, as soon as I felt the tranquility of the crisis, there was not a single video on my current Douyin account...
3. is too mean, sharp, and sharp, thinking that you can set up people and engage in women's workplace attitudes, but in fact, it is easier to be shot in the head
The way that "high-end" women in the workplace take to go their own way and act vigorously is actually largely influenced by film and television dramas.
For example, many TV series about advertising people, as well as "Beishangguang Don't Believe in Tears" a long time ago, the image of the executives portrayed in it is ruthless and mean, which just fits the taste of women very well, and it is "fit".
For the female group, what they mainly like is romance and revenge dramas, whether the values are right or not, the main thing is cool, and many women will also think that this is very handsome, so they follow suit in the workplace.
Xuan Jing wants to build this kind of character, mean, direct, ruthless, engaging in women's workplace attitude, vigorous and resolute, she will definitely feel very handsome, but it is not necessarily for outsiders. Especially colleagues, subordinates, relatives and friends, and the one who is being outplayed by the face.
Baidu's decline in reputation is not all about Jingjing
The public's favorability of Baidu itself is not very high
And Xuan Jing added another fire
Brand PR is not like that, many people will feel that they have a good resume and experience, so they have to do something to prove that they are "strong".
But the things made by this kind of person will basically be wrong, because showing off technology and being sincere are two different things.
For example, Lei Jun's classic "are you OK" stalk, it is said to be a ghost animal engaged in by Xiaomi's own public relations department, and then it was spread by the public, and everyone began to play stalks...
From the overall situation, Baidu's decline in reputation is not all a matter of tranquility, and the public's favorability of Baidu itself is not very high.
Baidu was criticized for the Wei Zexi incident at the beginning, Baidu's bidding ranking advertising money-making system, mainly based on collecting money, can receive money, and then some detailed questions about merchant qualifications are ambiguous.
In addition, Baidu's products generally have a "copper smell", that is, they are too dominated by making money.
For example, the classic Baidu network disk,After accommodating a large number of users in the early days,And then there was a speed limit,The speed of downloading without members is only 125kb,What can you download?。。。 Even if your own broadband is 1000 megabytes, it can also be connected to tens of kb to Baidu network disk.
And then there's the membership mechanism, it's not just a VIP, it also has SVIP, SSVIP... If you want faster speeds, you'll have to open a more expensive membership.
The key is that many people now use Baidu network disk, which is a bit inseparable, and heavy users of network disk can only be forced to open members.
Baidu's own reputation is debatable, this big mechanism is that it is useless for the brand to do no amount of marketing, the marketing is good, the product is in the trap, and it is normal for the powder to turn black.
And this time, Xuan Jing, vice president of public relations of Baidu, wants to be an Internet celebrity, and such a play on Douyin is actually another fire to Baidu's corporate image, which is a bit of adding fuel to the fire, which belongs to lifting a stone to shoot himself in the foot, and it is also in his own professional field...