Copywriting|College Student Atlas
Edited by the University Student Atlas
Preface
Under the bright Internet starry sky, Baidu, as a dazzling star, carries the dreams and expectations of countless people.
In this seemingly calm starry sky, a sudden public relations storm is quietly brewing.
Xuan Jing, Baidu's vice president of public relations, was at the center of the storm because of her inappropriate remarks on social media.
Her every word and sentence is like a sharp arrow, which the public's nerves and puts Baidu into an unprecedented crisis.
Escalating controversy: Speech storm
Recently, a series of short video remarks by Baidu Vice President Xuan Jing on the Douyin platform were like throwing a boulder into a calm lake, causing an uproar.
These remarks not only made Xuan Jing herself the focus of public opinion, but also plunged Baidu, the tech giant, into an unprecedented public relations crisis.
In the short video released by Xuan Jing, she expressed her views on employee turnover and employee family issues in straightforward language.
She said: "I approve the resignation of employees in seconds. ”
As soon as this remark came out, it immediately aroused heated discussions among the majority of netizens.
Many people believe that as a senior manager, Xuan Jing is too hasty and indifferent in dealing with employee problems, and lacks humanistic care for employees.
Later, Xuan Jing further elaborated on her point in another video: "Why should I think about an employee's family, and I am not her mother-in-law. ”
This sentence pushed her controversy to a climax.
Many people believe that employees may face various family problems at work, and as a manager, they should give some understanding and support, rather than indifferently refusing to consider them like Xuan Jing.
These remarks quickly spread on the Douyin platform, attracting widespread attention and discussion.
Many netizens expressed their dissatisfaction and disappointment with Xuan Jing, believing that her remarks not only hurt the feelings of employees, but also damaged Baidu's image.
For a time, Xuan Jing was labeled as "ruthless" and "too indifferent", and some people even called her a "second batch of heroines".
This storm of remarks has had a huge impact on both Xuan Jing and Baidu.
Xuan Jing's personal image has been severely damaged.
As an executive, she should have behaved more cautiously and appropriately, but this time she caused widespread controversy because of her overly blunt remarks.
This not only tarnished her personal reputation, but also challenged her position in the industry.
Baidu's reputation has also taken a serious hit.
As a well-known technology company, Baidu has always been committed to building a positive and healthy brand image.
But this quiet remark has seriously damaged the company's image.
Many investors and consumers are beginning to question the company's values and corporate culture, which is undoubtedly a huge blow to Baidu's development.
In this crisis, both Xuan Jing and Baidu are facing tremendous pressure and challenges.
In order to save her image, Xuan Jing issued an apology statement in the early morning of May 9.
She said in a statement that she did not seek the company's opinion in advance for the short video, nor did it represent the company's position.
She also admitted that her remarks in the video were inappropriate, causing misunderstanding and harm to the outside world about the company's values and corporate culture.
She said that she will seriously improve her personal communication and management style, and care more about her colleagues.
The apology did not quell the anger of netizens.
Many people felt that her apology lacked sincerity and depth, and some even questioned that she was evading responsibility.
On social media, discussions and controversies about Xuan Jing continue to ferment.
Some of Xuan Jing's past remarks and behaviors have also been exposed.
An employee broke the news that she had a bad attitude towards employees and handled the report letter in a simple and rude way.
There is also news on the Internet that someone inside spent 2,000 yuan to find someone to send her black material, including sensational plots such as letting a female subordinate fall in love with a media teacher.
Although the authenticity of these messages has not been confirmed, they have undoubtedly brought more pressure and challenges to Xuan Jing and Baidu.
Just when the controversy over Xuan Jing continued, an even more shocking news came: Xuan Jing had resigned from Baidu.
According to insiders, Baidu is about to issue an announcement confirming the news.
This news escalated the already boiling public relations storm again.
There is a lot of speculation about the reason for Xuanjing's resignation.
Some believe that it was her inappropriate remarks on TikTok that led to the crisis; Some people also think that it is because some of her past behaviors have violated the bottom line of the company or the top management.
Whatever the reason, Jing's departure marks the end of this PR crisis.
For Baidu, the crisis hasn't really subsided.
After Ms. Xuan's departure, Baidu had to face the question of how to rebuild its public image and trust.
This requires Baidu to start from the inside and strengthen the construction of corporate culture and employee management; At the same time, it is also necessary to start from the outside and actively respond to social concerns and doubts.
Only in this way can Baidu truly get out of the predicament and regain its life in this public relations crisis.
In the midst of this public relations crisis, many media personalities and experts have also expressed their views and opinions.
They believe that although Xuan Jing's apology statement shows certain public relations skills and professionalism; But the problem is that she doesn't really recognize what she's wrong; Nor did it fundamentally address the public's doubts and dissatisfaction with her.
As a result, her apology did not really quell the crisis.
They also pointed out that the way of public relations lies in honesty and transparency.
in the face of public skepticism and criticism; Enterprises should respond positively and be honest; Rather than evading responsibility or trying to cover up the facts.
That's the only way; in order to win the trust and support of the public; Only then can the PR crisis be truly solved.
epilogue
In the wave of the digital age; Public relations crises in Internet companies occur from time to time.
However; Every crisis is a test and an opportunity.
For businesses; how to properly respond to the PR crisis and rebuild public image and trust; It is a question that requires long-term thinking and exploration.
For Baidu; Tranquility's departure is only the end of this PR crisis; And the real challenges and opportunities are still waiting to be met and grasped.
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