Recently, a short video remark by Xuan Jing, vice president of public relations of Baidu, has attracted widespread attention and heated discussions on the Internet, making Baidu face a certain amount of public opinion pressure.
This incident once again pushed the PR industry to the forefront of the public eye, prompting people to think deeply about the role and responsibility of public relations.
In this context, Zhou Hongyi, chairman of 360 Company, expressed his views on the incident, he believes that although enterprises will inevitably encounter setbacks and mistakes in the process of building their brand image, the key is how to face and properly deal with these challenges.
At the same time, Yan Yuelong, former director of the public relations department of JD.com, also shared Huawei's founder Ren Zhengfei's insights on public relations on Weibo.
Yan Yuelong pointed out that Ren Zhengfei's understanding and positioning of public relations is different from the conventional cognition of many people.
In Ren Zhengfei's view, public relations is not simply attacking or defending, but playing more of a role as a coordinator, responding to various challenges and crises with a calm and rational attitude.
Ren Zhengfei emphasized that the PR department should not be seen as a strong department, but should appear as a coordinator, actively communicating with all parties to seek consensus and solutions.
He advocates that positive and negative voices should be allowed to coexist in public relations work, as this can more truly reflect the diversity of public opinion and provide comprehensive feedback to the company.
In terms of the working mode of the public relations department, Ren Zhengfei believes that it is significantly different from the technology and marketing departments.
PR departments need to focus more on win-win cooperation, and work closely with other departments and external entities to jointly promote the development of the enterprise.
At the same time, the public relations department should also assume the responsibility of supervising the company's development and signal detector, timely discovering and feeding back information such as market changes, competitor dynamics and customer needs, and providing strong support for the company's strategic decision-making.
When it comes to internal and external ideological shifts, Ren sees PR as an important catalyst.
He advocates a gentle approach to communication that drives a shift in thinking both inside and outside the business, thereby promoting the continued development and innovation of the business.
This gentle way of communication not only helps to establish a good corporate image, but also enhances the cohesion and centripetal force of the enterprise.
In addition, Ren Zhengfei also encouraged the public relations department to maintain a self-depressing and self-humble attitude.
He believes that self-humility can help enterprises find and correct their own shortcomings in a timely manner, while self-humility can enable enterprises to maintain a humble and learning attitude, and continue to progress and develop.
This attitude not only helps to build a good corporate image, but also promotes close cooperation between the company and external entities.
In terms of media use, Ren Zhengfei emphasized the importance of the power of written content.
He believes that great text content can penetrate people's hearts and resonate, thereby expanding the influence of enterprises.
Therefore, the PR department should make full use of the power of online media to attract the public's attention and recognition by writing high-quality copy and publishing valuable content.
At the same time, Ren Zhengfei also put forward the concept of "public relations for all employees". He believes that PR is not only the responsibility of the PR department, but the shared responsibility of all employees.
All employees, including the company's senior management, should actively participate in the public relations work and jointly contribute to the company's brand image and development.
This concept of full participation can not only enhance the sense of belonging and responsibility of employees, but also enhance the overall image and competitiveness of the enterprise.
In terms of the responsibility of public relations, Ren Zhengfei's concept is vague. He believes that public relations should permeate all levels and links of the company, and work closely with other departments to jointly promote the development of the company.
At the same time, advertising and public relations should also leverage each other's efforts to disseminate corporate culture and values through multiple channels, and enhance the public's awareness and recognition of the company.
To sum up, Ren Zhengfei's profound and unique insights on public relations provide valuable guidance and inspiration for the public relations work of modern enterprises, and also trigger people's in-depth thinking and discussion of the public relations industry, which has been widely recognized and praised by the majority of netizens, who generally believe that the core of public relations is to establish and maintain a good "relationship" with all parties, and it is important to maintain a soft, cooperative and win-win attitude in this process.