Recently, the Fourth Communication Research Institute (SAC) and Chewen.com jointly released the 2024 China Auto Brand List Corporate Executive Reputation List in January. A total of 60 executives of automobile companies were monitored in this list, and 40 of them were active in reputation communication and entered the list of active people this month, and 20 executives were ranked in the "inactive list" due to the low volume of communication and interaction involved in the whole network.
Judging from the ranking of the January list, the general manager of Geely Automobile's Galaxy Division** won the first place this month, Lu Fang, CEO of VOYAH Automobile, ranked second, and Lin Jie, general manager of Lynk & Co Automobile Sales***, ranked third.
Overall, the average score of the four-degree spread of active executives in January was 7280, a slight increase of 084%。The average of the four dimensions (communication, influence, engagement, and friendliness) that comprehensively measure the communication of an executive's reputation in January were: 40 and 6595。This month's communication, interactivity and friendliness increased month-on-month**, respectively. 07% and 166%, the impact of **272%。
In the personal reputation communication data of Chinese auto company executives on the list in January, the average voice volume of the whole network was 7,143, up 286%。In terms of media platforms, in addition to Weibo and forums, they fell month-on-month. 22%, WeChat, ** and APP client respectively**70%。
From the point of view of classification, the central level and the provincial level are respectively89%, to a certain extent, lowered the score of the communication influence of car company executives this month.
Ding Lei, Chairman and CEO of Gaohe Automobile.
Overall, there was a negative volume of 321% month-on-month**, while the proportion of negative information is also **408%。The highest-voiced executive in January was Zhu Huarong, chairman of AVATR Technology, with 75,739 articles (articles), especially on the APP client and ** platform. However, Zhu Huarong's negative voice is also as high as 45,500 (articles), and the negative proportion is as high as 6007%, the executive with the most negative information in January, should be taken seriously by the PR team.
The executive with the highest proportion of negative information in January was Ding Lei, chairman and CEO of Gaohe Automobile, with a whopping 68A negative percentage of 60% means that seven out of ten people are saying bad about him. Sure enough, in February, Gaohe announced the news of the suspension of production and work, and it seems that the sudden increase in negative public opinion data in January can be regarded as a precursor.
Background information: Sidu Communication Research Institute and Chewen.com have started the "Reputation Communication List of Chinese Auto Enterprise Executives" in March 2022, which is the first list in China. According to the relevant personnel, although the workload of data statistics and calculation is huge, it is very meaningful to carry out such monitoring. Combined with the communication characteristics of China's automobile industry in recent years, the Fourth Communication Research Institute believes that no matter whether the personality of this automobile company executive is flamboyant or low-key, whether he cares about the amount of communication about himself, it is undeniable that they are the representative of the personification symbol of the enterprise, and they are also an important part of the automobile brand image and brand concept. The quality of their reputation communication is the best evaluation of corporate PR communication. In the future, the Sidu Communication Research Institute and Chewen.com will continue to conduct the ranking of the "Reputation Communication List of Chinese Automobile Enterprise Executives", which will be released once a month, so please pay attention.