Core Viewpoint - The recent crises faced by companies like Xibei and Baiguoyuan are seen as inevitable due to underlying misunderstandings regarding public relations [2] Group 1: Importance of Public Relations - Many traditional consumer brands do not prioritize public relations, often lacking a dedicated PR director even after going public [4] - When performance declines, companies tend to cut PR teams instead of investing in them, leading to a high turnover rate among PR professionals [5] - Some advanced-thinking leaders hire PR directors but misallocate their roles to focus on sales rather than strategic communication [4] Group 2: Challenges in PR Management - PR professionals face limitations in upward communication, struggling to manage strong-willed bosses who may not heed their advice [7] - Successful entrepreneurs often possess absolute confidence, which can lead to a lack of openness to feedback, creating a disconnect between the PR team and the leadership [8] Group 3: Emotional and Communication Management - Effective PR involves managing the emotions of the boss and ensuring their communication skills are honed [10] - High-end brands often encounter crises due to emotional expressions from their leaders, which can lead to public relations disasters [13] - There is a lack of training in emotional management and communication skills for executives, which is a gap in business education [15] Group 4: Aligning Internal and External Perceptions - PR must bridge the gap between the internal perception of the brand and the external consumer view, ensuring consistency in messaging [24] - A significant disconnect between how a brand sees itself and how consumers perceive it can lead to crises [29] Group 5: Proactive Crisis Management - Effective PR should focus on preemptive measures rather than reactive crisis management, identifying potential issues before they escalate [34] - Establishing an internal self-check system can help in early detection of potential PR issues [37] Group 6: Risks of Personal Branding - The personal branding of entrepreneurs can amplify risks for consumer brands, as any controversy surrounding the individual can directly impact the brand [38] - It is advised that entrepreneurs maintain a degree of separation between their personal image and the brand to mitigate risks [39] Group 7: Social Responsibility in Branding - Brands should focus on telling stories that highlight their social value and responsibility, transforming from personal enterprises to socially responsible entities [40] - The narrative should aim to provide solutions to societal issues, enhancing the brand's relevance and impact [42]