Chapter 26 Three PRs in the Jin Yong Jianghu

After reading the title, you probably thought I was talking nonsense: What is the world in martial arts novels? The law of the jungle prevails. Everything speaks with swords and fists. In such a chaotic market environment, what kind of PR is needed? you are wrong.The harsher and more complicated the market environment, the harder it is to relax the public relations work. Give two examples, one positive and one negative, to illustrate: the positive example is Guo Jing.It is precisely because Huang Rong, a capable public relations manager, managed his public image for him, which greatly helped "Guo Daxia" to become famous all over the world. Even the red horse and double eagles of Guo's family have become mascots that consumers love to see.In contrast, Hong Qigong lacks the assistance of first-class public relations talents. Although he also has a reputation as a hero, he unfortunately left a "foodie" image that is deeply rooted in the hearts of the people.

A negative example is the Star School.It can be said that this company does not pay attention to public relations work: the company's top leader personally handles public relations, and all members work together to carry out public relations. However, because there is no good public relations talent for planning and coordinating, Constellation's public relations image positioning, content construction and technical innovation are all insufficient. Every time I engage in market public relations, it always produces negative effects, and the image and reputation are getting worse and worse.

Therefore, public relations work is not important in the arena, but crucial. The next question comes: What is the biggest challenge in public relations work in the martial arts world?Or someone said: the biggest challenge is whether partners and consumers believe what you say.Of course, there is some truth to this, but it is not profound enough.I think the biggest challenge is not whether others believe it or not, but whether I believe it or not. The reason is very simple. If the PR manager does not believe in the company philosophy and corporate culture he promotes, how can he talk about image building, relationship coordination, and optimization? The psychological environment of the audience?

Let me take the three public relations managers in Jin Yong's novels as an example to illustrate.The first one is a model of true obedience and trust in its own corporate culture, and it is the God of Crocodile in the South China Sea. Crocodile God of the South China Sea is the public relations manager, "loudspeaker" and spokesperson of the company of the four villains. He is loyal to the company and will not change until his death. To a large extent, he has reversed the public image of the company of the four villains. In the book, if you look closely, you will find that most of our background knowledge about the four evil companies comes from the popularization of the South China Sea Crocodile God, including the names, nicknames, purposes, personalities, etc. of the four people, Jin Yong borrowed the South China Sea Crocodile God out of the mouth.He is a competent publicist and spokesperson. He not only has the most words and the loudest voice among the four villains, but also has a straightforward and sincere style of speech, almost always answering every question, and even answering three questions. .

In fact, the "Four Villains" don't pay much attention to public relations work, as evidenced by the South China Sea Crocodile being only ranked third in the board of directors.But what is commendable is that Nanhai Crocodile God has always respected and supported CEO Duan Yanqing, and his public relations work is brilliant but not out of place. In the end, the God of Crocodile of the South China Sea was killed by the boss and died at the hands of his own people, which also shows how difficult public relations work is.But from the beginning to the end, the loyalty and belief of Nanhai Crocodile to the company have never changed.Readers gradually fell in love with him.Without this good public relations manager, the market image and popularity of the four villain companies would be far worse.

The inspiration he left us is profound: a public relations manager who can always be loyal to the company, the board of directors, investors, and every word he says will eventually gain the trust and fair evaluation of the industry...Of course , Whether I have a good result or not is another story. The second public relations manager, who is a typical example of the wavering from "belief" to "unbelief", is Li Yan. Li Yan is the public relations manager of Comrade Li Zicheng, Li Chuang Wang.It should be said that in the early stage of the company's entrepreneurship, in the critical stage of product development and market development, Li Yan is credited, especially for formulating the famous slogan: "Eat his mother, wear his mother, open the door to welcome King, when King Chuang came, he didn't pay the food."

Don't underestimate this slogan, which has played a huge role in opening up the market for Chuangwang Company.And Liushen Leilei hasn't come up with a good slogan until now. However, in the later period, Comrade Li Yan's understanding was not so clear, his ideas could not keep up with the changes in the market situation, and his belief in and loyalty to the company's philosophy began to waver.Zhong said that after the business of Chuangwang Company entered the capital, Li Yan saw that some business departments did not abide by the rules, and some employees made small mistakes, such as forcibly borrowing a few private houses and borrowing some Qian Mi, having a forced love relationship with some girls and sisters-in-law, etc., he couldn't think about it, "I was so sad and angry, I could only sigh", said a lot of complaining and strange things, and even "I was speechless with anger, my face turned pale, With a bang, he sat down heavily in the chair", venting his dissatisfaction with his colleagues in the company with similar actions.

In the end, King Chuang made a decisive decision, kicked Li Yan away, cleared him from the board of directors, and finally removed him and his wife Hong Niangzi in one fell swoop. Manager Li Yan’s profound lesson is that the most difficult thing for an entrepreneurial team to accept is the wavering of belief.For the company's established policies and strategies, you must not only believe, but always believe, always believe.For someone like Li Yan who first believed and then suddenly didn’t believe it, it’s better not to believe it from the beginning, so as not to make himself very sad, but also make the entire entrepreneurial team very sad.

The third public relations manager is a typical "tinker" who has never been loyal to the company's philosophy and never believed in the team's strategy. He is the old master Lu Gaoxuan of Shenlongjiao Company.If Li Yan went from "believing" to "not believing", then manager Lu Gaoxuan is a typical example of not believing all the time, but always pretending to be very convinced. Regarding the market strategy of Shenlong Company and the philosophy of CEO Mr. Hong Antong, he has never had any beliefs or loyalty. He just tried his best to keep his position in the entrepreneurial team, speculate on the CEO's thoughts, and work hard. Make "articles even and stable" and do some sewing and mending work.

For example, Wei Xiaobao nonsense has an inscription from the Tang Dynasty, predicting that Hongjiao will mainly "enjoy immortal blessings forever, and live together with heaven".The public relations manager Lu Gaoxuan knew it was a lie, so instead of exposing the enemy's lies, he went along with the flow and forged an article to flatter the CEO. Isn't this a typical case of mending and deceiving? Later, a group of executives in Shenlong Company were dissatisfied with being marginalized, and joined forces to rebel, and fought with Master Hong to lose both. At the critical moment, Lu Gaoxuan was the first to come forward to compromise and reconcile. He became a "tinker" and reorganized with Master Hong Board of Directors, let the leaky ship of the company continue to sail.

Manager Lu Gaoxuan tried to make up for it, but in the end he made up more and more leaks, and he didn't get it right.The wise CEO Hong Jiaozhu became angry when he saw him, and finally "grabbed Lu Gaoxuan and shouted: 'You, the anti-religion traitor, are the ones who made troubles from it!'" Then he slapped him so hard that "his eyes protruded and he died of anger. ". Lu Gaoxuan's clumsy approach is most worthy of criticism and reflection.In the final analysis, he is not a good employee or fighter of the company, but a fellow traveler in the company's cause.When the CEO Hong Jiaozhu himself has nowhere to go, where can you go as a fellow traveler?You know, the most indispensable thing in an entrepreneurial team is a tinkerer. Speaking of which, we are not only deeply regretful, but it is a pity that Hong Jiaozhu's team does not have a good PR who is as determined as the South Sea Crocodile God.If so, I'm afraid the leader...I'm afraid the leader will still wear a cuckold and eat Xiangxiang, right?