On the importance of corporate public relations strategy from the internal struggle of electric quotient and American Regiment network

Silicon Valley Network June 2 comprehensive hearing May 21, the United States network media director Bau Yating received the company to terminate the labor contract notice. All this stems from her "violation of the company's rules and regulations and labor discipline."


　　


for nearly one months, the two sides have repeatedly negotiated the differences in work, but eventually did not talk about. And the media attention also let both sides stand at the forefront.


　　


as the face of the enterprise, the Public relations department of the Enterprise brand image shaping plays an unusual important role, then the public relations department instability, often will pass out the enterprise uncertainty, its image also with the discount.


　　


understand the spread of the way Ali is the United States Regiment one of the shareholders, but unfortunately, the United States Regiment did not inherit from the essence of PR.


　　


Battle


　　


May 21 Morning, Bau Yating as usual open the company's internal mailbox, found that their mailbox has been suspended use. On 20th, she also sent out a sick leave mail with her mailbox.


　　


according to Bau Yating, 17th, she received an HR department notice, "either go home to rest", "or terminate the labor contract." "I was on the phone with CEO Wang, but no one answered. Bau Yating said other executives said they needed to be consulted internally, so she chose to go on to work, but she didn't think the mailbox was out of use anymore.


　　


May 2011 joined the United States Regiment Bau Yating under the marketing department, is now pregnant 3 months. According to her, since her pregnancy, she has been under the pressure of the director of marketing in her work and has scored low on her performance. It was also disqualified for a raise without prior notice.


　　


May 9, an online article "Jie Mei Group network management of the bad: disguised as forcing pregnant women to leave" the news will be contradictory exposure, 15th, "Securities daily" follow-up report on the matter. Subsequently, Bau Yating also mentioned on Weibo, and asked questions asked one of the main characters, the U.S. team marketing director. The contradictions between the two sides intensified further.


　　


"I no longer accept negotiations. "May 22 afternoon Bau Yating said that night, Bau Yating on Weibo, to the right to" defend the end.





for the "forced termination of the labor contract," May 21 afternoon, the United States Group Network Vice President Wang Huiwen in the telephone to the ground song network said: "This thing has not happened so far." Pausing for a moment, Wang Huiwen proposed, "We'll call again sometime." ”


　　


May 23 Afternoon, the ground song net call the United States Regiment CEO Wang, but the telephone no answer. On the May 24, the website calls the marketing director again, but has been unanswered.


　　


"I have negotiated with the lawyer to go to the Labor arbitration procedure." Bau Yating said she would continue to claim for her rights.


　　


has been a handful of group buying sites that survived the wave of sand the latest data show that its single month turnover exceeded 900 million yuan, creating a new industry, is towards its 18.8 billion yuan this year's sales target all the way, in the Aihongbianye group buying field, the development of the United States Regiment appears to be a solo show. However, the forced release of pregnant women employees of the labor contract, but the United States to put the group on the cusp.


　　


Public Relations Department is the internal adhesive agent is the External communication window, is the representative of the enterprise's own image. From the peak of the 14-person PR team, plummeted to the current 5 people, the United States Group of this change more to pass a kind of internal uncertainty factors.


　　


and this signal, but also directly affect the public perception of corporate image. This, from the Bau Yating micro-blog on a large number of comments everywhere in the United States and the question of the group can be seen.


　　


PR is like the sustainable development of the enterprise cycle mechanism, no accident no feeling, but no public relations, enterprises are easy to myocardial infarction. This is probably the best comment on the meaning of PR.


　　


Circulatory system


　　


　　


Public Relations Department's importance is self-evident, the American Regiment's example also is not rare.


　　


believes many people remember that last year, store 1th was exposed to the user data leaked information.


　　


After the incident, in the face of the media and users of the overwhelming questioning, shop No. 1th adopted a muffled strategy, only that the company has very strict preventive measures, but the account has been stolen brush how to solve the problem did not reply.


　　


This response has also been criticized as "no sincerity", a large number of reports so that shop 1th has faced a crisis of confidence, although the subsequent reselling of information of the employees were arrested, but also so that the public caused by the information security irresponsible impression. The brand image of the electric trader is greatly discounted.


　　


, in stark contrast to last year, has seen a significant change in the communications strategy of store 1th this year. Whether it is "320" mobile phone festival to challenge Jingdong, or to start "1th clothing Festival", or the upcoming "527" Cargo carnival activities, recruit all send out a very strong signal of external transmission.


　　


The change comes from the new PR director at the end of February this year. The PR director from Tudou has taken the entertainment element to store 1th.


　　


a new broom, similar to such activities, shop 1th will be launched this year, "brand" is its key strategy this year.


　　


the internet is a bustling lake, Gesanchaiwu to do battle, so that the public relations in the river is more sensitive than other industries, and the ability of corporate public relations will indirectly affect the corporate brand image. Active, let a person see is a positive attitude.


　　


will play this charm to the extreme when Ali.


　　

If
said that Ma Yun created the electric quotient myth, then, Ali has created the PR miracle. "If Ali PR is split up as an independent company, it will be able to go public," he said. The joke is widely circulated in the industry, and it fully confirms this view.


　　


A CEO retreat news, let Ali hype a small six months. From the release of the wind, to all sides guess, and then to Ali rumors, and then behind the launch of the person, finally, is the last of Ma Yun, a star-like farewell show end of the evening. All the way ups and downs, climax repeatedly, this is a person from the media of Ali public relations team from top to bottom, coordinated combat results.


　　


Of course, Ali's helm, Ma Yun himself is a master.


　　


It is true that the large volume of the Ali organization complex, including the negative, but with a lot of companies adhering to the "dirty linen should not be in the publicity", Ali always adopt a pre-emptive approach. It is an important part of the crisis public relations strategy to be an active weakness. This strategy in Taobao corruption is reflected in the most vividly, and this is only the tip of the iceberg in the spread of Ali.


　　


PR and is only to help enterprises wipe the bottom of the fire extinguisher, one after another the fact that the initiative to let guessing and questioning to resolve the intangible, more in the size of things to occupy the initiative and the dominant right. In short, public relations strong business strong.


　　


PR, in short, is the public relations, is not only the face of enterprise, but also corporate brand and cultural building and strengthening departments, the Public relations Department of the mentally retarded directly caused by the enterprise's retarded.


　　


July 2011, the United States Regiment received 50 million U.S. dollars B round of financing, by Ali. Unfortunately, Ali gave the United States funds support, but did not teach her how to "dress up" themselves. (Ground song net Zhang Xuan) "original title: From the American Regiment net inside Dou See Enterprise PR strategy"