Baidu's vice president of public relations, Xuan Jing's short video incident sparked controversy
On May 7, Xuan Jing, vice president of public relations of Baidu, personally made a short video on Douyin, and posted 4 short videos in 5 days during the May Day holiday, "The number of fans reached 950,000 within 5 days". however
These video contents have caused huge controversy in the workplace, and some people have questioned her buying an account to change her name to make short videos. This incident has been on the hot search on Weibo for two consecutive days, with more than 100 million reads, and has attracted widespread attention and discussion. Among them, some of Xuan Jing's remarks and actions in the video were deemed inappropriate and contrary to workplace ethics and the company's image, leading the public to question the professionalism of Baidu's public relations department and the company's values.
Xuan Jing's circle of friends apologized
In the face of the ongoing controversy, Xuan Jing explained and apologized in the early morning of May 9 in the circle of friends. Her apology letter revealed a deep sense of remorse, admitting that she did not seek the company's consent before releasing the short video, did not comply with the relevant process, and did not represent Baidu's position. Jing made it clear that she was sorry for the distress caused to the company by her personal actions.
Xuan Jing further explained that the content and opinions she shared in the short video were originally intended to show her professional skills and insights into the industry, but unfortunately, these contents were not widely recognized and instead caused many negative reactions. She realized that as the head of Baidu's public relations department, her words and deeds not only represent herself, but also affect the company's image and reputation.
In her apology letter, Xuan Jing mentioned that she had deeply realized her mistake and was deeply saddened by it. She promised to conduct a comprehensive review of her actions and accept the investigation and handling of the company and related parties. At the same time, she also said that she will take practical and effective measures to ensure that similar mistakes do not happen again, and work hard to repair the negative impact of this incident on the company.
Xuan Jing's apology letter spread quickly on the Internet, causing widespread public concern. Although some believe that her apology was forced by public opinion, most people accepted her apology and hoped that she would prove her repentance with practical actions.
璩静诚恳道歉
In Xuan Jing's apology letter, she expressed her profound apologies for the short video incident that caused the controversy with an unprecedented sincerity. She admits that she was negligent in her job by posting the videos without adequate consideration of company policies, social impact, and the connection of personal actions to the company's brand image.
Elaborating on her reflections on the incident, she said that her actions not only violated the company's relevant processes, but also presented inappropriate personal opinions in public, which directly led to a misunderstanding of Baidu's values and corporate culture. She felt deeply remorseful and sincerely apologized for it.
Xuan Jing also promised that she would actively cooperate with the company's investigation, accept the corresponding results, and take practical actions to correct the mistakes and prevent similar incidents from happening again. She emphasized that as a PR professional, she is well aware of her responsibilities and will pay more attention to the norms of personal behavior to meet the standards of the company and the industry.
Xuanjing's sincere apology received some positive responses online, and people saw her attitude as positive and a responsible attitude towards her mistakes. However, while it is also argued that while an apology is important, it is more important to have actual corrective action.
Reflect quietly and accept criticism
After the public apology, Xuan Jing further demonstrated her deep reflection on the incident and her acceptance of criticism. She said at an internal meeting that she was deeply saddened by the unprecedented challenges that the incident had brought to her and Baidu's PR department, and admitted that she had been inadequate in handling the crisis.
In the meeting, Xuan Jing emphasized that as the head of the public relations department, she should be more strict in abiding by the company's rules and regulations, and more carefully handle the relationship between personal behavior and the company's image. She said that she will comprehensively review her working style and management style, and pay more attention to team communication and collaboration in future work to ensure that the company's public relations activities can accurately convey Baidu's values and culture.
In addition, Xuan Jing also said at the meeting that she will fully cooperate with the company's investigation, accept any necessary punishments, and will take practical actions to correct the mistakes and restore the company's reputation. She believes that this incident is a lesson and an opportunity for the PR team to re-examine their work, improve their professionalism and better serve the company.
Quiet reflection and acceptance of criticism have been recognized by the company's internal employees. Colleagues believe that Xuan Jing can face up to mistakes and actively improve, which is the professionalism that a PR team should have. However, there are also those who believe that the rectification of the PR department should not be limited to the individual person, but should involve the way the entire team operates and the mindset.
Xuan Jing and Baidu cutting
In the process of continuous fermentation of the incident, Xuan Jing chose to cut ties with Baidu in the apology letter, saying that the incident was a personal act and did not represent Baidu's position. However, three days have passed since the incident, and it has been on the hot search on Weibo for two consecutive days, with more than 100 million reads, basically missing the golden time for crisis public relations. There has been controversy on the Internet, which has caused serious damage to himself, Baidu's brand and values.
Xuanjing's approach has raised questions about Baidu's public relations strategy and internal management. Some people believe that as the head of the PR department, Xuan Jing's personal behavior reflects the company's culture and management to a certain extent. Therefore, Baidu needs to conduct a deep reflection on this incident, not just a personal apology.
Baidu's response to the incident was also seen as slow and opaque. Although Baidu also issued a statement after apology, saying that it would conduct a full investigation, the outside world still has doubts about the speed and strength of Baidu's processing.
Xuan Jing's apology letter evades the important and trivializes Xuan Jing's apology letter does not say who will bear the consequences of the matter, but it can indeed calm some of the controversy. From the perspective of public relations strategy, this apology is equivalent to giving an "explanation" to the outside world, you are about to disperse, you have already apologized. We expect that the next trend of things is that the public relations department will most likely stop doing short video projects, and at the same time, Baidu's internal normal should start to pursue and deal with the incident.
Xuan Jing's operation this time really reflects the professionalism of the No. 1 public relations position. She chose to apologize in the dead of night, when the media reporters were sleeping, and it was true that she could avoid more attention. At the same time, she apologized privately in the circle of friends to avoid wider spread. Overall, this is a letter of apology that avoids the important and trivializes.
However, Xuanjing's apology did not quell all the controversy. Some people think that her apology lacks sincerity and does not really recognize her mistakes. Ms. Xuan's apology letter also did not specify the outcome of the incident, raising questions about whether there would be further action.
Although Xuan Jing's apology can calm some controversy to a certain extent, on the whole, the damage caused by this incident to Baidu's brand and values cannot be ignored. As a large Internet company, Baidu should pay more attention to the image and behavior of public relations to avoid the recurrence of similar incidents.
Although Xuan Jing's apology letter gave an "explanation" to the outside world, the follow-up of the incident has just begun. It is expected that Baidu will conduct an in-depth investigation into the incident internally, and take corresponding accountability and handling measures. At the same time, Baidu's public relations department also needs to be more cautious and comply with relevant processes when conducting short video projects to avoid causing more controversy.
This incident is also a profound lesson for Xuan Jing personally. She needs to recognize her mistakes and take practical actions to correct them. At the same time, she should also reflect on her communication and management style, and act in a way that is more in line with Baidu's values and corporate culture.
Overall, Xuan Jing's short video incident has sparked widespread controversy and caused serious damage to Baidu's brand and values. Although Xuanjing's apology can calm some controversies to a certain extent, the follow-up and reflection of the incident have just begun. Both Baidu and Xuan Jing need to learn from this to avoid a similar incident from happening again.
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