Core Viewpoint - Xiaomi's public relations strategy is undergoing significant changes, particularly in light of recent controversies surrounding safety concerns in its automotive division, necessitating a clear separation between the founder's persona and the company's brand identity [3][30]. Group 1: Public Relations Strategy - The public relations model that integrates founder Lei Jun's persona with Xiaomi's brand has reached a critical point, especially following the recent backlash regarding automotive safety [4][5]. - Lei Jun's public image has been a double-edged sword, as it has both elevated Xiaomi's brand and created vulnerabilities when safety issues arise [26][29]. - The potential change in the head of public relations indicates a shift in strategy to better manage public perception and address criticisms more effectively [7][30]. Group 2: KML Model - The KML model, which stands for Key Opinion Leaders, Media, and Loyal Fans, was initially effective for Xiaomi but has since become problematic as it has evolved into a more insular and defensive structure [9][10]. - The transformation of the KML model has led to a situation where loyal fans act more as protectors of Lei Jun rather than constructive critics, complicating the company's ability to respond to legitimate concerns [20][21]. - The KML model's effectiveness has diminished, as it has created a polarized environment where rational discourse is stifled, making it difficult for Xiaomi to navigate public relations crises [21][27]. Group 3: Need for Change - Xiaomi must establish a clear "IP firewall" to delineate the roles of Lei Jun, the company, and its automotive division, ensuring that the founder's persona does not overshadow the brand's integrity [30][31]. - The company needs to focus on product quality and safety to regain public trust, rather than relying solely on the founder's charisma to drive brand loyalty [31].

题图 | 微博@雷军 近日，有消息指出，小米公关部总经理王化即将转岗。这表明小米的公关策略可能出现重大调整。可以肯定的是，小米不需要再找一个人来运营雷军的 IP，它需要建立一道"IP防火墙"，让雷总的归雷总，小米的归小米，汽车的归汽车。 小米的公关与雷军的IP，几乎已经合二为一了。 这套创始人上阵立人设的公关模式，肇始于2020年雷军那场"一往无前"的年度演讲；而其巅峰，则是2024年、2025年的两场新车发布会。小米由此收获了 令人咋舌的新车订单，"雷布斯"的人格魅力也达到了顶点。 如今，这一IP神话利器，正以同样锋利的角度，掉转过来刺向小米自己。 11月16日，雷军亲自下场连发数条微博，用"断章取义、歪曲抹黑"这些强硬措辞回击外界对他的"好看比安全重要"说法的质疑。此时，这套公关模式在汽 车安全这块铁板上撞出了最激烈的火花。 KML，即关键意见领袖（key opinion leader）、媒体（media）加忠实粉丝（loyal fans）。 公允地说，KML本身并没有错。在小米的蛮荒时代，它是"取之于民、用之于民"的群众战术，是挑战者对抗行业巨龙的非对称武器。 但自2020年起，这个体系开始异化了。转折 ...