死在黎明前的100个品牌，都有一个不给公关预算的老板

Core Viewpoint - The importance of public relations (PR) in consumer goods companies has surpassed that of direct advertising spending, as neglecting PR can lead to severe brand crises and losses [6][9][32] Group 1: The Shift in Consumer Goods Management - Many consumer goods executives believe that having a good product is sufficient, but this mindset is outdated in the current media environment [2][4] - Companies face rapid backlash from the public due to minor issues, such as packaging or labor disputes, which can lead to significant financial losses [5][9] - The lack of respect for public opinion and inadequate communication strategies can result in catastrophic consequences for brands [5][9] Group 2: Financial Implications of PR - A budget of 10 million yuan in advertising may yield 100 million yuan in gross merchandise value (GMV), but a PR crisis can incur losses far exceeding that amount [7][9] - Direct sales losses from a crisis can include returns, consumer boycotts, and platform delistings, while indirect losses can affect brand trust and employee morale [9] - Investing in PR builds long-term consumer trust, which is more valuable than short-term advertising gains [9][10] Group 3: Media Relations and Budgeting - Many executives mistakenly view media spending as a form of extortion rather than a necessary investment for professional services [10][13] - Proper media investment should focus on reputable outlets that provide in-depth analysis and have a strong audience trust [13][20] - Establishing good relationships with influential media can be crucial during a crisis, as they are more likely to provide fair coverage [22][30] Group 4: The Role of Content in Crisis Management - Long-form media, such as articles on public platforms, can provide deeper analysis and context during crises, unlike short videos that may oversimplify issues [14][15] - Companies should balance their media strategies by using short videos for daily engagement while relying on in-depth articles for brand building and crisis management [16] Group 5: Building Relationships Before Crises - Companies often prioritize immediate sales over building long-term media relationships, which can leave them vulnerable during crises [18][20] - Establishing genuine connections with media and KOLs (Key Opinion Leaders) is essential for effective crisis management [25][26] - Companies should invest time and resources in nurturing these relationships to ensure support during challenging times [21][26] Group 6: Leadership's Role in PR - The involvement of company leadership in PR is critical for understanding media dynamics and ensuring that PR is prioritized within the organization [28][30] - Leaders should elevate PR to a strategic priority, enabling quick decision-making during crises and fostering a culture of awareness among all employees [30][31] - Every employee's actions can impact the brand's reputation, making it essential for leadership to instill a collective responsibility for public relations [31]