The person east sets Liu Jiang collapse: From begin the public relations battle with respect to play

? ? Beijing east was immersed in from the bright Buddhist nun is the biggest last year in September public relations crisis since Abolisi.

This year the Spring Festival, the Liu Jiang of silent a few months east published New Year to make a speech, undertook self-criticism to oneself. Although the outside still has the voice of many doubt, share price is answered already lukewarm, climb a gender to invade gradually case before happening.

However, after the Spring Festival passes, liu Jiang east the reform of bold and resolute makes a person sudden prevent not as good as. It is to use end first fall into disuse make forced 3 tall canals, later by exposure interior mail " eliminate 3 kinds of people " , make a person feel most laugh sb to score, it is the base salary of the member that cancel express delivery, move coefficient of small accumulation fund.

Liu Jiang Dongsu with be opposite employee says " brother " famed, in the past in interviewing, liu Jiang east ever still expressed publicly: If a company relies on the 5 danger of employee of embezzle part of what should be issued one gold, the money of the life is kept after sacrificial brother is 60 years old, that is discreditable money. What sense does this company presence still have?

Nowadays, on 10 thousand his brother, be about to began those who do not have base salary to run.

Although Beijing the public relations branch east is rapid made a response, weighing these opinion on public affairs is " those who break away from context is one-sided unscramble " , emphasize Beijing again and again east be " health of body and mind of employee of a special attention and domestic happiness " company, still do not block Liu Jiang however east the collapse that the person that establishs for years sets.

Even the netizen sneers at: " oneself play have an accident, entire company is carried duty, enough brother. "

Why be Beijing east?

Why be Liu Jiang east?

Why be defeated of their public relations all fronts?

Actually, dozen from Liu Jiang Dongli the person is set case, bury played the root of the trouble.

Be in poineering tide before 5 years, have the period that countless poineering companies appear every year, " cold start-up " it is a key topic. Among them a classical solution does PR to father namely, because will tell to small company, the figure of father and company brand are consistent actually. Cost a large number of resource to make conduct propaganda to the company with its, the person that makes father as concentration is set, with period attract user and accumulate public praise.

Put to today, this strategy is already unwell used -- because be small company not only, it is big company, also must do good person to set for father. At this late hour, how is the figure of father the expression of ability of its company public relations almost, in people look, equestrian cloud Yu Ali, li Yan grand at Baidu, lei Jun at millet, it is impossible to cut apart go looking. Low-key be like Pony horse, the number before moving toward a stage in recent years is increasing also.

Liu Jiang east Yu Jingdong especially, after all he has the voting right of 79.5% in the board of directors, it is the king of be worthy of of kingdom of this cable business. Beijing each east decision-making metropolis is regarded as Liu Jiang east volitional continuance, very natural, liu Jiang east each act, also modelling whole Beijing east brand image, of course, also drawing is worn share price.

The profit that such doing is clearly.

Compared with frosty enterprise and brand, the person of vivid makes a person more easily adjacent. Father closes in open field (include gregarious media) each each inclusive word, behavior, for the force that place of oneself company brand brings, it is to spend money to take what do not come. This also is at this late hour, why the matter that any brands must become an anthropomorphize operation.

Malpractice is apparent also at the same time, the negative behavior of father will be brought to the brand damage.

The most important is -- the person cannot charge, behavior is unpredictable, face Liu Jiang especially east for this kind of person that has very speech right to the enterprise, public relations can give out only proposal, but cannot take a decision.

If everything oneself is all branch of resign to public relations, nature can make an one deputy perfect figure to father. But this is a good position only. The fact is, the person's accident is more than the enterprise, and constant mouth does not have block, it is mood animal after all. And once the person sets collapse, encounter slippery iron Lu namely to company brand.

To Beijing for the public relations branch east, lu of this slippery iron calls bright Buddhist nun Abolisi.

Liu Jiang east with him " brother " people

In traditional entrepreneur of China, all through the ages loves to make kiss civilian figure.

Close civilian, best expressional idea leaves grass-roots unit namely, in order to express the respect of pair of basic level employee. Because boss all along is,stand high above the masses without exception, be willing to respect employee, listen attentively to employee, do not place the boss that leads stand, connect regular meeting to earn the good impression that surrounds view masses.

But resemble Liu Jiang east such, name stuff is " brother " , really scarce.

2017, liu Jiang east or " brother " be the first eldest brother

Set in the person in modelling, how name stuff is an art. Great majority entrepreneur chooses to use " family " , this is the hope gives the outside a kind of warmth, included industry figure. Also have call employee to be " comrade-in-arms " , this also justifiable, general and soldier are not same estate apparently, but really can with the comrade-in-arms proportional.

" brother " this word is different, it implied a kind of inheritance to count the personal loyalty of all corners of the country of chiliad to be inside. Family is passable " face with imminet disaster to fly severally " , comrade-in-arms can " abandon Che Baoshuai " , be in only " brother " in the relation, betraying is dead acupuncture point, it is to want to be being pointed to what nose scolds.

" become employee brother " figure just was greeted 2017 actually erupt. Liu is strong at that time east attended CCTV " encounter big Ga " activity, a lot of about Liu Jiang the speech east and material originate this program.

In the program, liu Jiang east return Su Qian old home, ask all local Beijing east the member that distribute has a meal. On feast, the dormitory that he criticized leader of old change branch to be built to employee is unqualified, acceptance builds better, bigger living quarter to give employee people live. Make at the same time issued a company to build house cost price to sell stuff, introduce the school to solve employee children to go to school wait for welfare, final wine Xing Zhengnong, work 5 years for each the employee of above, distributed an IPhone7.

The Liu Jiang of brave words east

In that meal bureau, giving lens to lead highest word is " brother " , the program also is circulated be on the net into different extract by editing and rearrangement, modelled Liu Jiang successfully east care subordinate, take the figure of employee seriously, the tall smooth hour that person of it may be said sets.

Interesting is, there still is to circulate very wide video also is to come from this program on the net. Meal bureau is in charge of high to go up in, the tall canal that suggestion of ground of Liu Jiang Dongyin dark is pregnant is great rest, give " brother " a few opportunities. This paragraph of video is made fun of to call Liu Jiang east " cup wine Shi Bing counterpoises " .

Internet is wide for the extract of meal bureau video that circulate

This is Liu Jiang east the contradictory office that the person sets -- go up from essence for, he is Zhao Kuangyin, face the public, cover however went up Liu Bei's carapace. Be like,treat employee " brother " although be earned temporarily,came fame, but in long-term commercial interest development falls, this is the person that a morning and evening should collapse is set.

Be the first the collapse of eldest brother

The public relations incident that fine number fails a few this years, can sum up an an iron rule: What our country crisis handles is main and contradictory, it is the people intelligence quotient that grows increasingly (news rate) handle the contradiction between the method with what lag behind.

The friend that has a lot of public relations industries thinks, the 3T principle that the crisis handles becomes unweller and unweller in instantly with.

Be inferior to this actually, 3T principle still effective, because this principle itself is aimed at, is " human nature " . " human nature " did not change, those who change is the transmission speed of information.

In the past, can have done the crisis to handle greatly person of profit from public relations has faster than the masses information to get rate, both sides exists on information not quits. Accordingly most enterprise did not fulfill 3T principle well, put in cloak to the fact.

But be in Internet times, information transmission is faster and faster, enterprise and people stand in same scratch line almost -- even the business is occasionally slower -- when, I think contrary, 3T principle becomes more and more important.

Because this kind is inertial,be probably, in Liu Jiang east be arrested after the message comes out, beijing east public relations branch did irretrievable to later period condition, disastrous speech: Deny.

Liu is strong at that time east the case still does not have final conclusion, police still lies in investigation, beijing east public relations branch bypasses however authoritative and direct this incident qualitative for " start a rumour " , so that cause the plan of a lot of netizen. Especially the exposure as detail of later period more, let branch of whole public relations be in passive condition.

Important is, liu Jiangdongben the person never has undertaken to this matter the front is responded to, for this pair of public, this is a kind cowardly with evasive behavior. In Liu Jiang east fictile person is set in have two figure, to Beijing east interior is teaching materials is the first angrily eldest brother, it is stout man and father to the family, the rock-bottom logic of these two figure is consistent, that takes on namely.

Be brave in to admit " neglect one's duty " be fair the central Shaanxi plain is important one pace, this process is painful, can fall brand harm to lowest however. Very apparent, phonating through hiding at the back of small gain computer merely is hard satisfactory, this also makes more gossip are able to cause.

If bright Buddhist nun incident regards Abolisi as Liu Jiang the life trough east, the expectation with the oldest to a man people, should be self-criticism of ego of the society after all previous classics is underestimated, become have more take on and have sense of responsibility. Just finished however " heart-stirring " after congratulations of the 10 or 20 days following Lunar New Year's Day, liu Jiang east give a company interior without the choice not only in order to stabilize, made interior quickly clean however.

Between these things, itself may do not have what connection. Probably the gender approachs incident and capital east current reform, it is two isolated incident. But can't help the masses does not contact all things bright Buddhist nun Abolisi. Even if normal occurrences in human life is fluctuant, be the first below the collapse that eldest brother person sets, also turned netizens into the material of the tease. Of full of in the past friendly feelings one in succession brother, became the satirize nowadays.

At this late hour, be afraid won't again the value that somebody doubts to entrepreneur models a person to set.

Long-term since, liu Jiang east be regarded as Ma Yun to be in the competitor with electric business the biggest field. Why commend of everybody of the public relations in A, horse " father " can do a job with skill and ease? Set angle to go up from the person only for, be fond of too extremely, deep know well too extremely dozen of law that the Ma Yun of the path is a retreat in order to advance, and Liu Jiang east too radical.

Modelling a person to set is a knowledge, before resembling, place says, the person is affection animal, do not err impossibly completely on words and deeds, especially when everybody takes magnifier to see you. Accordingly, a scientific person sets behoove to be this " the possibility that err " take superabundant land.

Come from this angle say, do public relations to resemble play chess, must consider 34 conditions next, it is plateful all is defeated otherwise.

Old since, ma Yun emphasizes him wanting to become a teacher all the time (small gain name is cloud of rustic teacher horse) , express oneself for many times in open circumstance " do not have interest to money " , still spoke even " regret to establish in A " logion.

Hypocritical? Probably yes, look in the masses, ma Yun is render outstanding service and be famous gas of ability know how things stand and feel confident of handling them says these words. But the backside in these words, it is Ma Yun is in gradually a course that ties the solution in oneself and A. No matter masses letter does not believe these words, the fact is Ma Yun begins from Alibaba retired, begin to do the business that oneself are interested in. The logistic chain that this person sets is satisfactory.

Under photograph comparing, liu Jiang east appear more radical, once had emphasized oneself must having pair of capital the absolutely control east counterpoises. And in shaping the process that the person sets, expression is gotten too impatient. As chase and challenger, liu Jiang east the words and deeds that has too much antilogy.

For example is high-key conduct propaganda, oneself won't discharge any brother, the result turns the head forced tall canal. For example ever was alluded and the news of little sister of tea with milk is Ma Yun's plot, result before long late small gain " young season is I had seen the purest person " . Again for example says him face blind, do not know the wife is beautiful, go out in the United States finally finish sth.

The ancients cloud, enrol caustic completely, modest is benefited, the person is set also is to manage together.

Liu Jiang east with Beijing the brand crisis east, probably short-term inside won't end, this only then at be the first eldest brother person is set, turn Yumingniabolisi, the public opinion crisis that detonates again in cut down the member of persons employed nowadays, can become Liu Jiang for a long time probably east with Beijing east the subcutaneous ulcer that adds spirit. And face this kind of thick sore, not enough " take on " courage, it is very difficult dig those who divide.

Be in from media time, no matter be boss or public relations branch, must vigilant: Crisis hour exists. It is not difficult to make ideal person set, difficult is to do a reasonable person to set. When if be in,the crisis comes, make broken hellion set the action with the brand immediately, so this crisis won't end forever. The every time in future is decision-making in, this danger opportunity is mentioned ceaselessly, rise with the decision-making connection of instantly, bit by bit the nibble public faith to the enterprise -- and this kind is trustful, the time that needs possibly several years goes making up for.

Need engrave on one's mind forever, avoid the face that be hit and public opinion to upgrade, it is the first important or urgent business in crisis processing. ? ? ? ?