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企业公关为何频频翻车?
Ren Min Ri Bao· 2025-09-30 11:07
"7岁小朋友哭着、闹着,哪怕妈妈用玩具'诱惑',也要遵守与饭店的'约定'"……日前,有餐饮品牌 如此发文,本想以孩子视角展示口碑,却被指"煽情炒作",反倒引来批评,最终该品牌公号删除推文。 近年来,此类公关"翻车"事件屡见不鲜。从某雪糕品牌营销被指歧视消费者,到某火锅品牌"低收 入不建议来吃"言论刺痛大众,再到某水果品牌被批"爹味说教",这些宣传活动不仅没为品牌加分,反 而折损了用户好感。今天,我们就来聊聊这个话题。 一个品牌要走得远,良好的舆论环境必不可少。但在现实中,为什么有些精心设计的公关动作,反 而成了形象塑造的"拆台戏",最后落得"受众很无语、企业很无辜"的"双无"局面?究其原因,或在以下 几个方面的认知错位—— 其一,叙事权发生深刻变化。昔日,信息传播渠道集中,企业习惯了"以我为主"输出故事。而在全 媒体时代,信息裂变速度大大提升,企业一言一行都可能被放大,在舆论场的多棱镜中反复折射。消费 者也不再只是被动接受者,一旦感受到不真诚、不尊重,就会用发帖、评论表达态度。"攻守易势",如 果企业还停留在"我说你听"的旧思维,遇到质疑就生硬对抗或沉默不语,既不回应核心疑问,也不共情 公众情绪,最终自然会越 ...
江淮汽车称被捏造散布3000余条虚假信息,合肥警方凌晨通报立案调查
Xin Lang Cai Jing· 2025-08-31 08:41
Core Viewpoint - Recent false information spread about Jianghuai Automobile has severely damaged the company's commercial reputation and product image, prompting legal action and police investigation [1][4]. Group 1: Company Response - Jianghuai Automobile has reported over 3,000 instances of false information being circulated online, leading to a formal complaint to law enforcement [1]. - The company has stated its commitment to protecting consumer rights while taking legal measures against the misinformation [4]. Group 2: Media Activity - A personal WeChat account named "Liehu Net" has published over 30 articles about Jianghuai Automobile since July 24, with one article exceeding 100,000 views [6]. - The account is associated with a media company founded in 2016, which has been actively disseminating misleading content about Jianghuai Automobile [6]. Group 3: Company Performance - Jianghuai Automobile reported a revenue of 19.36 billion yuan for the first half of 2025, a year-on-year decrease of 9.10% [6]. - The company experienced a net loss of 777 million yuan, a significant decline of 356.89% compared to a profit of 301 million yuan in the same period last year [6]. Group 4: Market Challenges - The decline in performance is attributed to increasing international market competition and a downturn in export business [7]. - The company's high-end intelligent new energy passenger vehicle project is still in the ramp-up phase and has not yet achieved economies of scale [7].
“不给钱就黑你!” 网络“黑嘴”乱象亟需重视
Yang Shi Wang· 2025-07-28 17:34
Core Viewpoint - A new type of business environment issue has emerged, where self-media accounts, under the guise of "public opinion supervision," fabricate and exaggerate negative information about companies to extort money through so-called "business cooperation" [1][10]. Group 1: Incident Overview - A Shanghai coffee company was forced to pay a "hush fee" of 225,000 yuan due to fabricated negative reports claiming a high closure rate of its stores [1][3]. - The negative article claimed that the company's closure rate exceeded 80% over three years, which was later proven to be unfounded [1][12]. Group 2: Impact on the Company - The dissemination of false information severely damaged the company's commercial trust with partners, leading to the suspension of signed projects and difficulties in pursuing new collaborations [3][5]. - The company faced significant costs in attempting to refute the claims, including legal fees for sending cease-and-desist letters, which amounted to 2,000 yuan per letter [9][12]. Group 3: Extortion Tactics - The perpetrator, identified as Su, targeted medium-sized well-known companies that lacked robust legal and public relations teams, especially during critical business phases such as financing or expansion [9][10]. - Su utilized a network of accounts with over 100,000 followers to create a façade of credibility, while the actual operation was conducted by him alone [10][12]. Group 4: Law Enforcement Response - Following the company's report to the police, an investigation revealed that Su had a systematic approach to extortion, leading to his arrest for extortion [7][14]. - The Shanghai Cyber Administration has initiated actions to combat such "black mouth" incidents, aiming to increase the legal costs for offenders and protect businesses from such threats [14][15]. Group 5: Regulatory Measures - The Central Cyberspace Administration of China launched a special action to address the issue of online extortion targeting businesses, focusing on creating a comprehensive governance system [14][15]. - New measures, such as the "Enterprise Infringement Information Processing Service Package 2.0," have been introduced to assist companies in reporting and gathering evidence against such extortion attempts [15][18].
ESG解读|监管专项行动整治网络黑嘴,同花顺需强化平台信息监测与合规管控
Sou Hu Cai Jing· 2025-06-06 08:59
Core Viewpoint - The article discusses the impact of misinformation, particularly "small essays," on the stock market and the regulatory response to mitigate its effects, highlighting the challenges faced by financial platforms like Tonghuashun in ensuring compliance and protecting investors [4][6][10]. Group 1: Regulatory Actions and Market Impact - In June 2025, multiple securities regulatory bureaus required listed companies and financial institutions to report on "small essays," which have evolved from early stock market rumors to AI-generated misinformation [4][6]. - The first trading day of 2025 saw a rumor about regulatory requirements causing market fluctuations, prompting the China Securities Regulatory Commission (CSRC) to issue a clarification [4]. - Tonghuashun experienced a significant stock price drop of 14.3% on November 15, 2024, due to rumors of illegal stock recommendations, resulting in a market value loss exceeding 240 billion yuan [6][10]. Group 2: Company Compliance and Governance Issues - Tonghuashun's subsidiary faced regulatory action for multiple violations, including misleading marketing practices and unqualified staff providing investment advice, leading to a three-month suspension of new client onboarding [7][10]. - The company's social responsibility report indicates efforts to enhance investor education through initiatives like "Investor School" and support for legal rights protection, but these efforts are undermined by compliance failures [10][11]. - The repeated violations by the subsidiary highlight a gap between the company's ESG commitments and actual governance practices, indicating a need for improved compliance mechanisms and training [10][11]. Group 3: Social Responsibility and Investor Protection - The spread of misinformation directly impacts consumer rights, reflecting on the company's responsibility to protect investors and ensure fair trading practices [10][11]. - Despite initiatives aimed at educating investors, the company's failure to prevent misleading practices by its employees raises concerns about the effectiveness of its compliance training [11]. - The article emphasizes the contradiction between the company's stated ESG commitments and the reality of its operational practices, particularly in relation to investor protection and product responsibility [10][11].
于东来连发10条动态,有艺人致歉!“胖东来”,还好吗?
新浪财经· 2025-05-07 01:07
Core Viewpoint - The article discusses the challenges faced by the well-known brand "胖东来" (Pang Dong Lai), including a marketing controversy with a similarly named competitor "胖都来" (Pang Dou Lai) and negative publicity from self-media sources [1][5]. Group 1: Marketing Controversy - The opening of "胖都来" in Zhejiang has sparked controversy due to its name being similar to "胖东来," leading to confusion among consumers [3][4]. - Several celebrities recorded congratulatory videos for "胖都来," but these were later removed following public backlash and a formal apology from actor Zhao Liang, clarifying no commercial ties with "胖都来" [4][6]. - Legal experts suggest that "胖都来" may be infringing on "胖东来"'s trademark rights, as the names are similar and could mislead consumers [4][6]. Group 2: Self-Media Criticism - Self-media has accused "胖东来" of exploiting low-cost jade to make excessive profits, leading to public criticism of its product quality [5][6]. - In response, "胖东来" founder 于东来 (Yu Dong Lai) invited critics to visit and investigate the company, emphasizing transparency [6][7]. - The local market regulatory authority found no violations during their inspection of "胖东来," and actions were taken against the self-media account that spread false information [7][8]. Group 3: Broader Implications - The article highlights the challenges faced by prominent companies in the self-media era, where misinformation can spread rapidly and harm reputations [8][10]. - It calls for stricter regulations and accountability from platforms hosting self-media content to prevent the spread of false information and protect businesses [10][11]. - The need for improved media literacy among the public is emphasized to combat the spread of rumors and ensure fair market competition [11].