Text丨Han Han (the author is the founder of Blue Media Exchange).
Since the "old cannon" published an article last weekend - public relations is tough, it will be a trend.
* I don't know if the trend is right or not, anyway, I already know it. For example, a few days before the public relations of Xpeng Motors, it had already begun to scare the air.
One. Here's how it happened.
On December 14, when Liu Ding, a reporter from a financial magazine, participated in a ** exchange meeting of Weilai, he complained about Xiaopeng Motors in the circle of friends, saying that he was kicked out of the venue when he interviewed Xiaopeng Motors at the Guangzhou Auto Show and asked questions.
As a result, this circle of friends was screenshotted by Ms. Xu, the public relations director of Xiaopeng Motors, and replied: "I haven't invited him to any interview, after all, I can't even read the financial report."
Isn't the essence of PR communication?In my opinion, when a corporate public relations responds to something, it only needs to explain the specific situation, and it has to be diss that other reporters can't even understand the financial report, which is a deliberate escalation of contradictions by some attackers.
Soon, this Xiaopeng public relations explained in the WeChat community: I am not a "sleek" public relations person, there is no scaring people, and the reason for driving reporters is because they pretended to be investors to enter the venue and recorded, and they were kicked out by investors, don't blame PR.
I don't know if Xiaopeng's public relations has added jokes, sleek or not, but this series of "golden sentences" quickly succeeded in turning itself into the focus, and many communities in the circle are discussing this matter.
If the public relations is scolded, the evidence is sufficient and understandable, after all, I have been wronged.
But as far as I learned from the roadside agency, Liu Ding, the reporter involved in Xiaopeng's public relations, is now a member of the "Finance Eleven" and previously worked in the finance department of Southern Weekly. Liu Ding can work in such an influential two institutions, it is said that no matter how bad the business level is, it will not even be impossible to understand the financial report, right?Doesn't that sound incredible?
Not only do I think it's incredible, but some colleagues have already commented on this matter in the circle of friends. As a result, this Xiaopeng public relations was in full swing again, and started the rhythm of intimidation.
Judging from the screenshots of the conversation between the two sides that circulated later, the language level of this Xiaopeng public relations is a little worrying. At least make the facts clear first, and don't make a mistake again and again, shame on people.
Adhering to the attitude of eating melons and not being afraid of excitement, when I saw my peers discussing this matter enthusiastically, I then sent a circle of friends, and I got into trouble:
This Xiaopeng PR, who has not spoken since he added WeChat, quickly left me a message, sent a question mark and threw a screenshot. Oh my God, when I saw the message and wanted to ask her what she meant, I found that they had already blackened me.
This hand speed, this efficiency, tsk. What hatred and what grudge?
According to incomplete statistics, this publicist not only blocked me, but also blocked xx, xx on the same day. There was also a colleague who sent me a private message, they had previously written a Xiaopeng article, and it was also this public relations person who came to him, and just chatted a few words, and blocked him.
I'll go, is this the legendary blackout if you don't agree?Ask a friend to ask, does He Xiaopeng know the work style of this Xiaopeng PR?
Two. After talking about the personal experience of Xiaopeng Public Relations, let's talk about the public relations style and feelings of Xiaopeng Motors.
Frankly speaking, Xiaopeng Motors is in the hearts of consumers, and the functions are still quite good, except for the backstabbing of old users. In the past two years, the company has also fallen into survival difficulties, has been losing money, and its product strategy and hematopoietic ability have been questioned.
In order to understand and feel the overall public relations style of Xiaopeng Motors more objectively, I went to the Internet to search for the major events that have occurred in Xiaopeng in the past year, and the following is simply sorted out according to the timeline:
In less than two years, more than 20 "incidents" have occurred in Xpeng Motors that have been crowned as special topics. These events have been reported by ** attention, there are product reasons, there are also marketing reasons, etc. According to the industry, these events are also known as crisis events, and the company responds, apologizes, and of course, loves it.
I selected the recent "He Xiaopeng Huawei AEB dispute" incident and reviewed it.
At the press conference of the M7 in September, Yu Chengdong, a big mouth, said that the "AEB" of the M7, that is, the automatic emergency braking system, is far ahead in the industry.
Not long after, He Xiaopeng said in an interview with **: "Friends talked about AEB, I think 99% of it is fake, it is fake, and those propaganda are not officially released by the company, they are all from Xiao**."
Good guy, He Xiaopeng almost pointed at Yu Chengdong's nose and scolded. How could Yu Dazui endure this, and then fired in the circle of friends:
He Xiaopeng immediately replied openly and secretly in the circle of friends:
Then many car circle Vs and executives have left the field, and Denza's Zhao Changjiang, Hezhong's Daniel Zhang, Ideal Li Xiang, and Avita's Tan Benhong all cautiously shared their views on AEB and their own technical paths.
Xiaopeng Motors later posted again, "We can't quarrel?".Then go straight to the report card," and said that Xpeng's self-developed AEB was close to full score in the regular test, and the P7 model became a double five-star model that has received both Euro NCAP and C-NCAP certification.
Then there is the climax of the incident, which understands that Chedi has done an AEB test on many models in response to the controversy, but the result is that Xiaopeng Motors is at the bottom. A car company that keeps saying that it has the best intelligent driving technology has been slapped in the face after the actual test.
He Xiaopeng's attitude then took a 180-degree turn, from angry at Lao Yu to thanking Lao Yu:
The people who eat melons were dumbfounded, what kind of operation is Xiaopeng Public Relations, why did it happen so quickly?Some netizens commented:
In my opinion, this time He Xiaopeng and Yu Chengdong's battle was slapped in the face and took the initiative to admit it, in addition to being inferior to others, Xiaopeng's public relations is also responsible.
For example, on the Science and Technology Day on October 24, He Xiaopeng used a ppt for his speech: "The king of the mouth may influence, and only by really engaging in technology can we create the future", this kind of deliberate and obscure provocative vocabulary, you can't always say that it is a ppt written by He Xiaopeng himself, and the public relations has no idea, right?
As we all know, the public relations team will give advice and review what the boss of a listed company says in public and what content is posted on official WeChat. What to say and what not to say, the PR team will have a trade-off.
The reason why He Xiaopeng has the confidence to anger Yu Dazui must be based on the information provided by the team, thinking that his product strength is stronger than others. The boss was slapped in the face, can the public relations be responsible?
All along, ** and public relations have been to take care of each other and respect each other. All the public relations people I know (except Ms. Xu), whether they are transforming from ** people to public relations, or from other industries to public relations, are very friendly and sincere to **, and many of them have become good friends. A self-righteous and intimidating brand PR culture is also incomprehensible to the outside world, and it cannot become a great enterprise.
Finally, to paraphrase the title of "a mouthful of old guns", ** hard public relations, will also be a trend. Just after each other, you didn't give ** a grain of rice in public relations, why are you used to it.