2026年刚开年，小米汽车就坐上了"过山车"！一边是雷军高调宣布，去年卖了41万辆车，还首次单季盈 利7个亿；另一边，资本市场和舆论场却给了它一记闷棍——股价连跌，市值跌破万亿，一场因市场部 投放引发的公关海啸，更让核心米粉怒了！ 起因是小米市场部竟然给一位长期在网上攻击、贬低小米用户的争议博主做了商业投放。米粉们瞬间炸 锅，认为这触碰了底线。压力之下，小米反应神速：连夜道歉，开除涉事员工，两名相关高管被扣除全 年奖金。雷军也亲自出面定调：可以接受批评，但绝不容忍攻击用户。 这事表面看是次投放失误，深层却暴露了小米在狂奔中的巨大焦虑。为了应对无休止的负面舆论和流量 压力，团队动作变形，反而亲手把"刀子"递给了对手。小米的"人设"，光靠粉丝用爱发电可不行，得自 己每一步都走得扎实。 （海报新闻综合新黄河 编辑 黄晓荣 潘雯 张光 张坤） 转自：海报新闻 ...

Core Viewpoint - The recent personnel changes at Xiaomi, particularly the transfer of Wang Hua to the Wuhan headquarters and the appointment of Xu Jieyun as the new head of the public relations department, signal a potential shift in the company's external communication strategy amidst its expanding business landscape [2][3][5]. Group 1: Personnel Changes - Wang Hua has officially announced his transfer to Xiaomi's Wuhan headquarters, where he will serve as the General Manager of the Comprehensive Management Department [3]. - Xu Jieyun has been appointed as the new General Manager of the Public Relations Department while continuing his role as the Deputy General Manager of the Strategic Marketing Department [3][5]. - The changes come after a series of speculations regarding Wang Hua's position, indicating a long-anticipated shift in Xiaomi's leadership [2]. Group 2: Public Relations Strategy - Wang Hua's career trajectory has been closely tied to the development of Xiaomi's public relations department, having joined the company in 2015 and played a key role in establishing the department during its formation [5]. - His responsibilities included managing external communications and responding to significant controversies, such as clarifying rumors about Xiaomi's investments and addressing safety concerns related to its automotive business [5][6]. - The complexity of Xiaomi's public relations landscape has increased due to its diversification into various sectors, including automotive and smart home products, necessitating a more robust communication strategy [7][8]. Group 3: Industry Insights - Experts emphasize the importance of stable external communication for companies, particularly in managing public perception and trust [6]. - Effective public relations strategies should involve timely responses to public inquiries and transparent communication, especially in the face of controversies [9]. - The transition in leadership within Xiaomi's public relations department is viewed as an opportunity to enhance communication frameworks and better address the diverse needs of its expanding business operations [9].

Core Insights - Xiaomi Group's public relations department has undergone significant personnel changes, with Wang Hua confirming his transfer to the Wuhan headquarters and Xu Jieyun taking over as the new head of the public relations department [1][3][4] - The adjustments in key positions within Xiaomi's public relations team reflect broader concerns about the company's communication strategy and its ability to adapt to a more complex public relations landscape [1][6][7] Personnel Changes - Wang Hua has been appointed as the General Manager of the Comprehensive Management Department at the Wuhan Regional Headquarters, while Xu Jieyun has been appointed as the General Manager of the Public Relations Department [3][4] - Wang Hua's career trajectory has been closely tied to the development of Xiaomi's public relations department since he joined the company in 2015 [4][5] Public Relations Strategy - Wang Hua's responsibilities included external communication and crisis management, where he addressed significant controversies such as investment rumors and product-related issues [5][6] - The complexity of Xiaomi's business operations, which now spans multiple sectors including automotive and smart home products, has increased the demands on its public relations strategy [7][8] Expectations for Future Communication - There is a growing expectation for Xiaomi to establish a more effective communication framework that can address public concerns and build trust with consumers [8][9] - The transition in leadership within the public relations department is seen as an opportunity for Xiaomi to refine its communication strategies and enhance its responsiveness to public inquiries [10]

Group 1 - Xiaomi Group's public relations manager Wang Hua has been reassigned to the Wuhan headquarters, with Xu Jieyun taking over as the new public relations head [1][2] - The company's market value has dropped from a peak of 1.4 trillion HKD in 2025 to 991.686 billion HKD as of November 21, 2023, amid various public relations challenges [2] - The recent personnel changes in Xiaomi's public relations department are seen as a potential shift in the company's long-standing external communication strategy [2][10] Group 2 - Wang Hua's career trajectory is closely linked to the development of Xiaomi's public relations department, having joined the company in 2015 and played a key role in establishing the PR team [6][7] - His responsibilities included managing external communications and responding to major controversies, which have become increasingly complex as Xiaomi's business expands into various sectors [7][10] - The need for a stable external communication channel is emphasized, as poor communication can lead to speculation and damage the company's reputation [8][10] Group 3 - The expectation for corporate public relations is not to solve all problems immediately but to maintain professionalism and rationality in communication [11] - The adjustment in public relations roles is viewed as an opportunity for Xiaomi to enhance its communication framework across its diverse business lines [13] - Effective public relations should build trust and provide transparent communication, especially in response to consumer concerns and controversies [12][11]

Core Insights - The article discusses the increasing frequency of public relations (PR) failures among brands, highlighting how well-intentioned marketing efforts can backfire and damage brand reputation [1][4] - It emphasizes the need for brands to adapt their communication strategies in the evolving media landscape, where consumer expectations and engagement have significantly changed [2][3] Group 1: Changes in Communication Dynamics - The narrative power has shifted, with consumers now actively participating in the discourse rather than being passive recipients of brand messages [1][2] - Brands that fail to engage with consumer feedback and continue to adopt a one-sided communication approach risk becoming increasingly isolated and criticized [1][3] Group 2: Evolving Consumer Expectations - Consumer demands have evolved from merely valuing product utility to also prioritizing emotional value and brand attitude [2][3] - Brands that overlook the importance of emotional connection and fail to acknowledge consumer sentiments may lose customer loyalty [2][3] Group 3: Blurred Lines in Target Audience - The distinction between targeted and mass communication has become less clear, leading to potential misinterpretations of brand messages when they reach broader audiences [2][3] - Internal communications intended for specific audiences can inadvertently be perceived as confrontational by the general public, necessitating careful messaging [2][3] Group 4: Management Mindset and Response - Some PR failures stem from a defensive mindset among brand leaders who may dismiss criticism as malicious rather than constructive [3][4] - Companies must develop modern PR strategies that prioritize listening to consumer feedback and addressing genuine concerns while distinguishing between valid criticism and malicious attacks [3][4] Group 5: Learning from Failures - Brands should learn from PR missteps and strive for more equitable communication with consumers, moving away from unilateral messaging [4][5] - Emphasizing sincerity and trust-building is essential for brands to navigate complex public perceptions and maintain a positive relationship with consumers [6]

Group 1 - The recent crises faced by companies like Xibei and Baiguoyuan were inevitable due to misunderstandings regarding public relations [1] - Many traditional consumer brands do not prioritize public relations, often lacking a dedicated PR director, leading to a lack of effective communication strategies [2][4] - When consumer brands do hire PR professionals, their roles are often misaligned with traditional PR functions, focusing instead on sales and marketing [2][4] Group 2 - Effective public relations in consumer goods requires managing the emotions and communication abilities of the business owner, which can be challenging due to the owner's strong personality [5][7] - Successful entrepreneurs often possess absolute confidence, which can lead to a disconnect between their perception of the brand and external consumer perceptions [5][26] - Public relations must address the gap between internal brand identity and external consumer perception to prevent crises [18][24] Group 3 - Public relations should focus on proactive crisis management rather than reactive measures, identifying potential issues before they escalate [28][30] - The personal branding of entrepreneurs can exacerbate public relations crises, suggesting a need for separation between the individual and the brand [31] - Companies should emphasize the social significance of their products and narratives, transforming from personal enterprises to socially responsible brands [33]

Core Viewpoint - The article discusses the limitations and challenges faced by public relations (PR) professionals in companies, emphasizing that they often lack the authority to implement effective strategies and are primarily seen as tools for the bosses to manage public perception [6][11][24]. Group 1: Role of Public Relations - PR professionals are often viewed as mere messengers for the bosses, lacking the power to influence strategic decisions [16][24]. - The reality of PR work is that it involves managing the expectations and whims of the bosses rather than executing a well-thought-out public relations strategy [15][23]. - Many companies hire PR professionals not to solve problems but to align with the bosses' preferences and to manage the fallout from their decisions [22][24]. Group 2: Challenges Faced by PR Professionals - PR professionals are often caught in a difficult position where they know the right approach but cannot implement it due to the bosses' overriding authority [21][27]. - The article highlights that even when PR professionals have the expertise, they are often sidelined and unaware of the decisions made by their bosses until after the fact [19][20]. - The perception of PR as a profession is often skewed, with many believing that PR can control narratives, while in reality, they are often powerless [12][13]. Group 3: The Nature of Corporate Dynamics - The article points out the irony that while bosses may misunderstand the role of PR, they still control the financial resources, making their perspective dominant [23][26]. - It discusses the complex dynamics within companies, where everyone has their own agendas, and PR professionals must navigate these while trying to maintain their positions [25]. - Ultimately, the article suggests that the existence of PR is often to absorb blame and manage crises rather than to foster genuine public relations [27][28].

Core Viewpoint - The article discusses the challenges and limitations faced by corporate public relations (PR) teams, emphasizing that the effectiveness of PR is often undermined by the decisions and attitudes of company owners [1][10][11]. Group 1: Public Relations Dynamics - Many companies have a flawed understanding of PR, viewing it as a tool to serve the owner's whims rather than a strategic function [52][53]. - PR professionals often lack the authority to make significant decisions and are primarily seen as messengers for the owners [27][60]. - The reality of PR work involves navigating a complex environment where the public's perception is secondary to the owner's preferences [45][56]. Group 2: Owner-PR Relationship - Owners often disregard PR advice, leading to situations where PR teams are left to manage the fallout from the owner's decisions [10][67]. - The relationship between owners and PR is characterized by a lack of respect for the PR function, with owners expecting PR to align with their personal views [54][66]. - PR professionals are often in a position where they must prioritize pleasing the owner over addressing public sentiment [33][45]. Group 3: The Role of PR in Crisis Management - In times of crisis, the effectiveness of PR is severely limited by the owner's actions, which can contradict established PR strategies [14][68]. - PR teams are often tasked with damage control after the fact, rather than being involved in proactive strategy development [40][72]. - The perception of PR as a scapegoat is prevalent, where owners can deflect blame onto PR when issues arise [67][70].

Core Viewpoint - The article discusses the limitations and challenges faced by corporate public relations (PR) teams, emphasizing that the ultimate decision-making power often lies with the company owners rather than the PR professionals [3][6][12]. Group 1 - Many companies view PR as a secondary function, only valuable when crises arise, leading to a lack of respect for PR professionals [10][11]. - The perception that PR can control public sentiment is misguided; in reality, PR teams often have limited authority and must cater to the whims of their bosses [13][20][23]. - The primary role of PR is to manage the expectations and satisfaction of the company owner, rather than to enhance the company's public image [26][48]. Group 2 - PR professionals are often seen as mere conduits for the owner's messages, lacking the autonomy to implement their strategies [24][51]. - The article highlights that many PR teams are not engaged in genuine public relations but rather in managing upward to satisfy their employers [52][54]. - The irony is that while PR is expected to mitigate damage, they are also the first to be blamed when things go wrong, often becoming scapegoats for the owner's decisions [58][62].

Core Viewpoint - The effectiveness of a company's public relations (PR) is truly tested during challenging times, revealing the true nature of its relationships and support network [3][5][22]. Group 1: Public Relations Dynamics - Companies often realize their lack of media relationships and support only when facing crises, highlighting the importance of genuine connections over superficial ones [5][19]. - Many companies mistakenly prioritize quantity over quality in their media relationships, leading to a fragile support system that collapses under pressure [18][19]. - The current trend in PR often involves creating a facade of harmony through superficial interactions, which can lead to disillusionment when challenges arise [5][7][20]. Group 2: Media Relationships - The role of media should be to provide critical insights rather than merely flattering companies, as this can create a false sense of security [7][10]. - Genuine media relationships require time and respect, focusing on building a knowledgeable network that can offer valuable perspectives [18][19]. - The distinction between media and influencers is crucial; treating them as interchangeable can dilute the effectiveness of PR efforts [19]. Group 3: Value of Authentic Connections - Authentic friendships and connections are more valuable than a large network of acquaintances, especially in times of need [12][25][26]. - Companies should focus on cultivating meaningful relationships rather than chasing superficial popularity, as true friends will support them through thick and thin [12][25][26]. - The essence of successful PR lies in sincerity and genuine engagement, which fosters lasting relationships that withstand challenges [12][22].