公关这个事，还是得学学人家刘强东

市场资讯02-02

炒股就看金麒麟分析师研报，权威，专业，及时，全面，助您挖掘潜力主题机会！　　来源：深正观察　　最近这几天，京东老板刘强东又给宿迁市光明村的老家乡亲送年货。几乎每一个网帖下面，都是好评如潮。　　从2015年起，东哥每逢春节前，都给老家乡亲献爱心，实打实的十几年如一日。除了致富不忘乡亲，东哥在各个场合都挺质朴、真诚。比如他在街边请快递员吃饭，比如他在品酒会上给15桌来宾挨个敬上真的...

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　　来源：深正观察\n　　最近这几天，京东老板刘强东又给宿迁市光明村的老家乡亲送年货。几乎每一个网帖下面，都是好评如潮。\n\n\n\n\n\n\n　　从2015年起，东哥每逢春节前，都给老家乡亲献爱心，实打实的十几年如一日。除了致富不忘乡亲，东哥在各个场合都挺质朴、真诚。比如他在街边请快递员吃饭，比如他在品酒会上给15桌来宾挨个敬上真的白酒。\n\n　　这么大的一个富豪，跟隔壁老哥一样实诚。渐渐的，大伙都忘记了现在的东哥，居然是2018年9月2日在美国灰头土脸的那位东哥。\n　　西贝老板贾国龙现在的心情，跟东哥2018年在明尼苏达的时候一样糟糕。老贾像祥林嫂一样怨恨，“我不懂公关，而是一个踏踏实实做实业、做服务的人，是不是这个世界上不会诡辩的普通人就该被欺辱？”\n\n　　这句话听起来很扎心。这展现了当下现状：有的企业家觉得委屈，因为自己是干实事的“老实人”；而有的网友觉得愤怒，觉得这是傲慢的老板在找借口。\n　　究竟是哪里出了问题？\n　　首先，正哥想对感到委屈的老板说一句：我也理解你的无力感。过去，话语权掌握在大平台的手里，企业只要搞定几个关键节点，就能搞定风评。但现在变了，我们进入一个“技术平权”与“情绪平权”的时代。任何一个普通人的情绪，如果切中了社会痛点，瞬间就可能爆发。\n　　在这种环境下，一些网友对企业家的态度，往往是“情绪先行”。当企业家试图讲道理，用硬邦邦的公关话术去对抗情绪时，网友可能觉得在“洗地”；企业家们觉得是被欺辱，网友可能觉得你是傲慢。\n　　我们必须承认，有时候的舆论场确实不够公平，甚至充满了非理性。\n　　在这个“后真相”时代，情绪传播的速度远快于事实核查。看看西贝的“预制菜”风波，创始人贾国龙亲自下场硬刚，甚至威胁起诉，结果呢？大家的愤怒被彻底点燃，日营业额暴跌。\n　　但这是否意味着，企业只能任由外界情绪主宰？绝不是。\n　　很多时候，公关的失败，不是因为“没骗过大家”，而是因为试图去操控大家。像始祖鸟在喜马拉雅放烟花，一边喊着“敬畏自然”的价值观，一边做着破坏环境的营销，这种言行不一带来的“背叛感”，才是被舆论反噬的原因。\n　　在大数据时代，大家都不要试图用公关技巧去掩盖价值观的缺陷。在情绪的显微镜下，任何一点虚伪都会被瞬间解构、迅速证伪。\n　　同样，现在有一种不太好的倾向，叫“公关万能论”或者“公关背锅论”。要明确的是，企业不应该“躺平任嘲”，但是解释与反击，都要有边界。\n　　如果有网友吐槽你的产品不好吃、服务态度差，哪怕带着情绪，哪怕话说得难听，属于消费者行使监督权。对此，企业只能听着、受着、改着。这时候你要做的是公关，只能是沟通，是改进。\n　　但如果是凭空捏造，比如像“柴怼怼指控胖东来玉石业务以次充好”这种恶意中伤，那就不再是公关问题，而是法律问题。\n　　法律和产品的质量，才是企业最后的防线，而非公关。千万别把两者搞混了。用法律去压制消费者的差评，叫霸凌；用公关去掩盖违法的瑕疵，叫欺诈。\n　　正哥看过许多案例，发现一个朴素的真理：“共情”与“行动”，能穿透非理性的迷雾，真诚就是最好的公关。\n　　看看海底捞的“小便门”应对。面对极端的食品安全危机，他们没有辩解，没有甩锅临时工，而是3小时极速道歉，并给出10倍赔偿。为什么这招管用？因为他们读懂了的情绪。这时候，超额的行动（赔偿和整改）就是最好的镇定剂。\n\n　　再看胖东来。他们遇到质疑时，直接捧出检测报告，老板甚至直播落泪。这哪有什么公关技巧？这种透明化的方式，让大家建立了信任。\n　　公关的第一要务，不是把话圆回来，而是“把心端正，把事做好”。\n　　正哥近期看到一个比喻：真正的公关，是鹅绒服里面的鹅绒，而不是那个显眼的Logo。\n　　Logo是给人看的面子，是营销，是精装的朋友圈；鹅绒是贴着身体的里子，是看不见的温暖，是实实在在的价值观。\n　　当你遇到危机，不知道该怎么回应时，不要去想那些花里胡哨的话术，你就静下来想一想：如果我是一个诚实、体面、负责任的好人，这事该怎么办？\n　　在这个喧嚣的时代，我们无法改变舆论场的走向，但我们可以决定自己的姿态。\n　　对于普通人而言，大家在宣泄情绪之余，也得留一点理性的缝隙，毕竟很多事情都是很复杂的，我们往往只看到了其中的一面。并非所有的解释，都是掩饰。\n　　对于企业家而言，请记住：“踏实做实业”是安身立命的本分，不是对抗舆论的手段。\n　　正哥认为，懂公关，不是要学会诡辩，而是学会尊重。尊重每一位消费者的情绪，尊重常识，尊重契约。企业家要学强东哥，首先要从管控到共情，从事后补救到事前融入，更要学习以下几个核心原则：\n　　1．认知重构——深刻理解“情绪价值”是新时代的核心舆情货币。\n　　舆情不再是单纯的信息传播，而是情感互动与价值共鸣的场域。公众在事件中消费的不仅是信息，更是情绪释放、道德评判和身份认同。首先要识别情绪信号，学会区分事实层面的质疑和情绪层面的不满（如被忽视感、不公平感、安全感缺失）；审视企业行为是为公众创造了正向情绪价值（信任、自豪、温暖），还是引发了负向情绪消耗（失望、愤怒、被背叛感）。\n　　2．心态转变——从“防御者”到“共建者”的角色升级。\n　　摒弃“捂盖子”“发声明”的防御心态，以开放、透明、谦逊的姿态，将舆情回应视为与公众修复关系、重建信任的契机。第一时间回应需体现“已知晓、高度重视”，但更要为 “查明真相、负责任行动” 留出空间，避免空话。在重大情感伤害类事件中，企业家或最高负责人亲自出面道歉、沟通，其情感分量远胜于官方声明。\n　　3．能力进化——构建组织化的情绪应对能力。\n　　舆情应对不再是公关部门的孤军奋战，而是需高管理解、全员共识、系统支撑的核心管理能力。包括进行高管舆情素养培训，让管理层具备基本的情感沟通能力和风险意识；建立内部预警与授权机制，建立从一线员工到总部的快速内部信息上报通道，并授予前线一定范围内的灵活应对权限；建立复盘与学习机制，每次重大舆情后，进行内部非问责性复盘，将教训转化为制度、流程或培训的改进。\n　　在情绪价值的舆情社会中，企业家应对舆情的最高境界，是让企业的日常行为与公众的情感期待同频，让企业的价值观成为社会情绪的稳定器，而非引爆点。因为，在这个充满了精明算计的世界里，笨拙的真诚，往往是最过硬的通行证。\n新浪声明：此消息系转载自新浪合作媒体，新浪网登载此文出于传递更多信息之目的，并不意味着赞同其观点或证实其描述。文章内容仅供参考，不构成投资建议。投资者据此操作，风险自担。\n\n\n海量资讯、精准解读，尽在新浪财经APP\n\n责任编辑：何俊熹","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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