Preface
Recently, a hot topic about Baidu has attracted widespread attention, that is, the public opinion storm caused by a number of videos posted by Xuan Jing, vice president of public relations of Baidu, on her personal Douyin account. Xuan Jing's remarks in the video were quite "straightforward", and for a while, these videos were frantically forwarded on the Internet, which also aroused heated discussions among many netizens and employees.
As a veteran public relations practitioner, Xuan Jing's remarks naturally involved workplace topics, and her cold words also made many people feel "hurt". What kind of speech content can make Xuan Jing cause such a big wave in the field of public opinion? Was she disciplined by the company for these remarks? What are the underlying causes and revelations hidden in this incident?
1. Xuan Jing's remarks are cold and accused of being too "straightforward"
Recently, some netizens accidentally discovered a "big V" user on the Douyin platform, and this big V turned out to be an executive of Baidu, and it is also the vice president of public relations Xuan Jing. As an executive of a well-known Internet company, Xuan Jing's Douyin account naturally aroused everyone's curiosity.
However, what people didn't expect was that the style of her remarks was quite "straightforward" and "cold" in the many video content posted by Xuan Jing on Douyin, especially when it came to some workplace topics, her words were even sharper and merciless.
In these videos, Xuan Jing bluntly expressed her views on some workplace phenomena, such as the "996" work system, overtime culture, employee benefits, etc., and almost all of the views she expressed were from the perspective of the company.
Of course, in this process, some of Xuan Jing's remarks really made some employees feel "stinging", feeling that she was too indifferent, and did not pay enough attention and understanding to the actual difficulties and demands of front-line employees.
Therefore, on Douyin, Xuan Jing's series of remarks immediately caused widespread controversy and heated discussions, and many netizens came to "watch" and discuss the content of Xuan Jing's remarks.
Second, Xuanjing's remarks caused a storm of public opinion, and Baidu's stock price was affected
As a company executive, any remarks made by Xuan Jing on any occasion may be directly related to the company's image and reputation. Therefore, once her remarks on the public platform are questioned and controversial, it is likely to have an unexpected negative impact on the company.
And this time, after the turmoil on Douyin, Baidu, the company where Xuan Jing works, is naturally "implicated" to a certain extent.
As everyone knows, Xuan Jing's series of videos is undoubtedly "representing" Baidu's remarks, and the content of her remarks also directly involves some controversial workplace topics.
Therefore, after watching these videos, some netizens also have a certain degree of "bias" in their impression of Baidu, and feel that Baidu, as a company, may have some problems with its attitude towards employees.
In this case, Baidu, the company where Xuan Jing works, has naturally become the "focus" and "hot spot" object in the field of public opinion, and the company's stock price has also fallen to a certain extent in a short period of time.
It can be said that this speech turmoil is indeed an unexpected "challenge" and "test" for Baidu.
3. Xuan Jing was rumored to be fired, and the company responded: It is not true
Faced with such a situation, Baidu, the company where Xuan Jing works, naturally needs to make a certain response and deal with it.
And in this process, the outside world couldn't help but express some concern about Xuan Jing's "situation", after all, in previous similar incidents, some company executives, because of the controversy over their remarks on the public platform, finally chose to "step down".
As a result, there are some rumors circulating wildly on the Internet, saying that Xuan Jing has been fired from the company after this speech storm.
However, when everyone was very curious about Xuan Jing's "whereabouts", the relevant people of Baidu responded as soon as possible, saying that the news spread by the outside world was not true, and Xuan Jing was still an employee of Baidu and had not been punished in any way.
It can be said that Baidu's statement also made everyone a little relieved, after all, the reason why Xuan Jing made such a statement on the public platform is likely to be just out of personal impulse, not the company's "deliberate arrangement".
Fourth, all members of the public relations team opened short video accounts to promote the project quietly
In this incident, the reason why Xuan Jing "appeared" on Douyin and made such remarks also has a great relationship with a "task" of the company.
It is understood that in recent years, short video is gradually becoming a marketing method that major Internet companies, especially public relations companies, attach great importance to.
In the face of this "outlet" in the field of short video, Baidu's public relations team naturally needs to make corresponding "adjustments" and "transformations".
Therefore, at the request of the company, Baidu's public relations team also put forward a new "task" and "challenge", that is, all employees are required to open short video self-media accounts and be able to create content in a targeted manner.
And this "task" also fell precisely on Xuan Jing's body.
As the vice president of public relations, Xuan Jing is naturally the "leader" of the public relations team, so under the company's arrangement, she also became the "leader" of the "open a short video account" activity, and participated in and promoted this work throughout the process.
5. How to find a breakthrough in short video marketing
It can be said that short video is a communication method that has indeed brought new "challenges" to major companies, especially public relations companies, and has also become an "opportunity" for them to find a breakthrough in the field of communication and marketing.
The speed of short video is fundamentally different from traditional communication methods such as text and pictures, and it is also more able to attract the attention of young people.
Therefore, whether it is in product promotion, public opinion crisis public relations, or corporate image building, short videos have unique advantages, which can help companies better "interact" with users, and also better "reach" users, so as to gain more attention and recognition.
However, it is worth noting that short video is a communication method that does bring more "challenges" to public relations companies, and they also need to find the right balance in the process of communication and marketing.
On the one hand, they need to pay more attention to "personalized" and "life-oriented" content creation in order to truly win the love and recognition of users.
On the other hand, they also need to better "grasp the proportion" in the process of communication and marketing, so as to have something to say, and avoid "biased" and "extreme" remarks, which will bring unexpected negative impacts to the company.
It can be said that in the field of short video, the "challenges" faced by public relations companies are far more than this, and they also need to carry out all-round "improvement" and "breakthrough" in all aspects in order to truly find a "breakthrough" that suits them.
epilogue
It can be said that the communication method of short video has indeed brought new "challenges" to public relations companies, and it has also made everyone more deeply aware that the communication and marketing methods in today's society are undergoing earth-shaking changes.
In this context, both individuals and enterprises need to be more "open" to accept and adapt to this wave of change, and also have enough courage and wisdom to explore the "mysteries" in various communication methods, and in the continuous trial and summary, look for their own "opportunities" and "breakthroughs".
Of course, no matter what kind of communication method, no matter what kind of "challenges" and "opportunities" we face, we need to achieve "balance" and "tolerance", and use the most authentic side to communicate and interact with users, I believe that only in this way can we win the "recognition" and "love" of others.
I hope that through this incident, I can bring you some inspiration and thinking, and I also hope that Xuan Jing and Baidu can get out of this public opinion storm as soon as possible and usher in a real sense of "reconciliation" and "growth".