Lead
In the digital age, no matter what kind of person you are, you need to realize that your personal brand and corporate image are becoming more and more closely linked, and your words and actions may have a certain impact on your corporate image, so you need to be careful about your behavior.
Enterprises also need to think deeply about how to maintain their corporate image without destroying the development of people in the workplace, therefore, the relationship between people in the workplace and the enterprise has become closer and closer, and they need to work together to do a good job in corporate image management.
On April 24, 2020, what happened as a senior PR director's social media feed sparked a discussion about workplace culture and personal branding?
What kind of discussion did it spark?
And how did he respond to his dynamics?
1. The dynamics of the senior PR director sparked discussions.
Who is this senior PR director?
What news did he post?
Why is this the discussion triggered?
The senior PR director is Li Xiaojia, Tencent's public relations director, who posted a "meager message" on Weibo.
In his Weibo post, he wrote: "This afternoon, when a new colleague came to me to consult on public relations strategies, I was teaching him and wondering, is it time for me to be in the company?"
As soon as this Weibo came out, it immediately sparked heated discussions in public opinion, some people thought that he was making a living, some people thought that he was doing marketing for his career, and some people thought he was doing public relations.
And Li Xiaojia's Weibo has also sparked a discussion about workplace culture, some people think that this is a deterioration of workplace culture, and some people think that it is a good culture that encourages continuous learning.
Some people think that this is a kind of dissatisfaction with Tencent's workplace culture, and some people think that Li Xiaojia is doing public relations for Tencent.
Some people believe that Li Xiaojia's approach will damage Tencent's corporate image, and some people think that Tencent's corporate image has been damaged, and Li Xiaojia's Weibo doesn't matter.
Second, the personal brand and the corporate image are closely linked.
The connection between personal branding and corporate image is strong, and many people believe that personal branding and corporate identity are two different things that should not be confused, but this view is wrong.
Because the image of an enterprise is maintained and created by all employees, and each employee is the representative of the enterprise, their words and deeds may have a certain impact on the corporate image.
In the digital age, people have their own personal brands on social media, and some people even become Internet celebrities because of their personal brands, so the connection between personal brands and corporate images is getting closer and closer, and some people even believe that a corporate image is composed of these people's personal brands.
In the digital era, the image management of enterprises has also changed from the original single corporate propaganda to the joint creation of corporate image with employees, so the personal brand of employees is particularly important.
But for enterprises, how to maintain the image of the enterprise without destroying the personal brand of employees?
This requires the company's corporate culture and the personal qualities of employees to pass.
Enterprises need to have a corporate culture to restrain the behavior of employees, and employees also need to have a certain professional quality in order to take up their posts.
What enterprises need to do is to maintain their corporate image without destroying their personal brand, and what employees need to do is to maintain their personal brand without destroying their corporate image.
3. PR Crisis Management Challenges and Learning Opportunities.
A good corporate image is very important for an enterprise, because the corporate image often has a very big relationship with the performance of the enterprise, and a good corporate image can often bring more business opportunities to the enterprise.
Therefore, enterprises need to do a good job in the management of corporate image, but in the digital era, the management of corporate image is particularly difficult, because the company's public relations crisis management is particularly important.
Public relations crisis management is not only a challenge, but also a learning opportunity, and companies need to show sincerity and resilience in the crisis, so that everyone can see the sincerity and resilience of the enterprise.
PR crisis management is also an opportunity to showcase the culture and values of the company, and companies need to show their own corporate culture and values in the crisis.
And Li Xiaojia's Weibo also let people see Tencent's corporate culture and values, they are all good employees who are constantly learning, they all have a kind of resilience, and it also allows people to see Tencent's corporate culture and values.
And Li Xiaojia also responded and apologized later.
But this did not end the public relations crisis, and public opinion did not stop, Li Xiaojia's response and apology are also a kind of learning for him to deal with the public relations crisis, and this process is also very educational.
And public opinion has also escalated from questioning to rational discussion, and this development process is also very dramatic.
epilogue
In the digital era, people in the workplace also need to realize that in the workplace, everyone is the manager of their own brand, and they need to be careful about their words and deeds, because their words and deeds may have a certain impact on the corporate image, and enterprises also need to do a good job in the management of corporate image and not damage the personal brand of employees.