Seeing her rise up a tall building, seeing her building collapse, it is the most suitable way to describe the new Internet celebrity Xuan Jing.
"秒批姐"诚不欺我,百度辞职真"秒批"!
(Li Moumou: What does it have to do with me if you are in a bad mood, I will approve your resignation in seconds)
The Baidu beauty vice president incident ushered in the finale, Xuan Jing resigned, and there was no big reversal in the finale.
Baidu founder Robin Li commented: Excellent employees represent Baidu.
Xiaomi, which was praised as the best at marketing, won again: Xiaomi's two female executives were on fire.
To briefly recap -
It is said that Xuan (qu) Jing, who has an annual salary of tens of millions, used the identity of "Baidu Vice President and Baidu Public Relations No. 1" to make short videos, and created the myth of "the number of fans increased by nearly one million fans in 5 days" with his remarks against the sky.
Later, it was revealed that he bought an account, apologized late at night, emptied his account, and was resigned, which made Baidu's market value evaporate by 6 billion overnight, and he experienced Internet celebrity for 7 days.
Source: Phoenix.com Finance
Some people say that the first sister of public relations has caused a crisis for herself and lost her public relations.
Some people say that there is no groundless exposure, only prepared hype.
In any case, from the explosion to the upset, Xuan Jing became a weekly Internet celebrity, and we also saw the traffic password.
One is to hold the platform thighs tightly.
There is an old saying that it is better to enjoy the shade with your back against a big tree.
Sometimes without a good platform, everything is in vain.
You must know that this is Baidu's Baidu, and Xuan Jing knows how to enjoy the shade with her back against a big tree.
Source: Bullwhip
She took advantage of Baidu's job signature identity and platform resources to take the opportunity to hype up and almost made herself an Internet celebrity IP.
Xuan Jing did not lose money in this wave of overturning, and in just a few days, she made her name popular all over the Internet.
The second is to create controversy and lead to war.
Xuan Jing created the character of "domineering female president" on Douyin, although she only released a few opinion videos, but each one of them was jumping in the minefield of workers-
"Why should I think about the employee's family, I am not her mother-in-law", "I approve the employee in seconds when he breaks up and resigns".
Source: Interface News
Do you dare to think that this is a public relations sister who said it, what is public relations for?
It's about maintaining relationships, not destroying relationships.
Times have changed.
Migrant workers are in a dire workplace, and who can withstand such heart-wrenching wolf workplace remarks.
First-class marketing is to create conflicts, outdated remarks and real workplace needs to form a conflict, and where there is conflict, there is traffic.
The third is to rub the traffic of large companies.
After Xuan Jinghu, there were two companies lying down, one Huawei and one Xiaomi.
When media reports mentioned Xuan Jing, they did not forget to label her as "former vice president of public relations of Huawei". The question is that Huawei has traffic and is worthy of endorsement.
Source: China News Network
There is a proximate effect in psychology, which refers to the fact that recently obtained information is impressive.
Affected by the proximate effect, for Huawei executives, they may have to bear the test of risk criticism in the future.
The other one is Xiaomi.
After Xuan Jing's sharp speech went viral, some people thought of Xiaomi's overturn.
The Internet has memory, and Xiaomi's executive Wang Mei apologized and resigned because of the inappropriate remarks of "those who get dicks win the world".
Source: Screenshot of e-commerce magazine
So netizens are somewhat similar to the overturns of the two, and they all said things that shouldn't be said.
Huawei on the left hand, Xiaomi on the right, Xuan Jing accidentally rubbed the traffic of the two companies, adding a lot of talking points to her identity.
If the end of public relations is dismissal, then the end of Internet celebrities is live streaming.
Black and red are also red, and black and passerby are also powder.
Netizens who are not too full to eat melons and join in the excitement are not too big to do, just sit and wait for the live broadcast to turn over, and the live broadcast slogan has been thought of: I will approve it in seconds when everyone proposes a discount.
The suggestions of netizens can also be understood, the splashing traffic is coming, and it stands to reason that you should catch it and do something.
You must know that after the hot search from "I will approve my resignation in seconds", Xuan Jing went from a company executive to an Internet celebrity, and harvested many hot searches in just a few days.
Source: Screenshot of Weibo hot search
Don't say it, Xuan Jing may have this intention.
After leaving the company, Xuan Jing was revealed to have her [I am Xuan Jing] Douyin account restored, although the previously released series of videos was not restored, but she maintained an apology picture.
Source: [I am Xuan Jing]
What's even more outrageous is that everyone picked up Xuanjing to set up a new company last month, and then look at the company's business scope - daily necessities sales, home appliances, clothing and apparel retail, cultural and entertainment broker services, etc., it is difficult not to think about live broadcasting.
Source: CBN Daily
It's hard to make money, and after many ordinary amateurs become popular overnight, they all try to accept advertisements and do live broadcasts.
Teacher Huang, who became popular with a children's song "Dig Dig, Dig", didn't start a live broadcast to bring goods, and up to 80,000 people poured into the live broadcast room at the same time.
Ding Zhen, who was accidentally photographed by the photographer, took the first job to shoot a travel promotional video for his hometown, and the advertisement was praised for its texture.
Source: @时差导
After they crossed over from Internet celebrities to spokespersons and anchors, netizens are also very inclusive and willing to pay for their products.
However, the test for Xuan Jing is how to re-establish a good personality to achieve a reversal of the risk assessment, and do a good job in public relations crisis warning.
Otherwise, casually going to the live broadcast track will easily attract the scolding of cutting leeks.
Of course, it is uncertain whether Xuan Jing will really bring the goods, and the only thing that is certain is that Xiaomi has become the biggest winner of public opinion this time.
The opening article mentions Xiaomi lying gun, but Xiaomi is not inactive.
Just two days ago, Lei Jun announced new personnel appointments, and Xu Fei and Zhang Jianhui were promoted to senior executives of the group.
Source: @小米公司
The highest level of business warfare is that you think that your friend business is doing nothing, but in fact, it is secretly surprising everyone.
Xu Fei, who has just been appointed as vice president, CMO, and general manager of the marketing department of Xiaomi Group, also knows how to strike while the iron is hot, sharing with netizens on the Douyin account, introducing Xiaomi people, and making short videos for a few months, etc., showing the affinity side.
Source: @许斐
There are also netizens who left messages ridiculing "Xiaomi PR VS Baidu PR", "Xiaomi buying fans VS Baidu buying fans", "seconds batch can't learn", etc., pouring oil on Baidu PR.
It has to be Xiaomi, who accidentally took advantage of a certain degree of public opinion to do a wave of high-level business warfare and public relations.
In the face of the black history of the outside archaeological "those who get dicks win the world", Xiaomi did not respond on the surface, but actually used the most calm actions to do the most effective public relations.
Through the high-profile official announcement of two female executives and short video marketing, the positive image of Xiaomi female executives and Xiaomi people was frantically exported, boosting the confidence of the outside world in the Xiaomi brand, and directly making the outside world shut up and discuss.
Xiaomi is not a winner, who is the winner.
Of course, in the end, Baidu's public relations sparked heated discussions, and also reminded us to think coldly, and the incident exposed these phenomena.
Everyone wants to be an influencer.
From Lei Jun wearing Xiaomi car uniforms to Zhou Hongyi climbing on the roof of the car and becoming the "oldest car model at the auto show", it has exposed that the bigwigs are in a hurry to become Internet celebrities in person.
Source: Electric factory flowers
Corporate executives and bosses have a natural advantage in being Internet celebrities, not to mention knowing more about their own product brands, and they have their own traffic, which can be brought to products and businesses by the way to drain traffic, saving the company communication costs, which is all verified.
It cannot be ruled out that Xuan Jing wanted to learn Lei Jun, but she didn't expect to learn to overturn and become a minefield.
You must know that Lei Jun's Internet celebrity marketing is not pointing at the top, but not pretending, bending down to open the door, enthusiastically hugging rice noodles, and being able to show his affinity, so as to narrow the distance with everyone with sincerity.
Source: Geek_Cao
Everyone needs empathy.
"How can an executive with an annual salary of 10 million be sympathetic to a migrant worker with a monthly salary of 5,000 or 6,000?"
This may be the sentence that Dahua felt the most after eating Baidu's melon.
From Li Jiaqi shouting at everyone to reflect on wages, Li Ning executives blamed the crisis on consumers' ignorance of Chinese culture, all of which angered the whole network because of a lack of empathy.
Some people say that although everyone doesn't want to admit it, standing in the position of female vice presidents, there is nothing wrong with what they say, the only fault is to say it.
Source: Weibo netizens
Young people go to class, go to school, go to work, rush to eat melons, and still have to be classed? What they need is the emotional value of empathy.
They wanted to escape from 996 to wash away the smell of class, and this time there were executives who were openly promoting wolf culture.
As the so-called from consumers to consumers, I advise brands and Internet celebrities to put away daddy preaching.
Standing on the commanding heights of workplace ethics and casually instructing the country to do education, in the end, you may only let yourself be educated.
Some words can only be said behind closed doors, once the true feelings are revealed casually, it is easy to play and take off.
Everybody is a PR.
Seeing that he was doing public relations, he lost his public relations.
It once again shows that in the era of new media, everyone is a disseminator of information and a publicist, representing the caliber and image of a company to the outside world.
Silence though, not necessarily the best PR.
But if you say too much, you will lose, and it may be the fastest PR to overturn.
From a small copywriter to a big executive, from top to bottom, they should receive professional public relations training to strangle the signs of public relations crisis in the cradle.
Otherwise, it's like a public relations department that turns a fire extinguishing into an ignition.