互联网PR内卷史：当年马化腾怎么就吃了公关的亏_老虎社区_美港股上老虎

互联网PR内卷史：当年马化腾怎么就吃了公关的亏

一口老炮2020-11-03

最近有个词很火，叫做内卷化。简单地说，所谓内卷就是无意义的精益求精、将简单问题复杂化或者为了免责被动应对工作、与预期的目标严重偏离的工作。这个词放到职场上，尤其是PR圈内，总是让我们感慨颇多。有个已经半退休状态的某主流互联网公司市场VP告诉一口老炮，一个媒体人与一个职业PR人在甲方做市场公关最大的不同是，前者总是不善于内部沟通，不善于搞好自己与上级的关系。而后者搞定媒体的能力弱一些，但是，在向上...

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坤坤万同学
·2020-11-03
内卷领导也喜欢内卷员工。真是擅长邮件和ppt汇报
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- 社区成长助手:
  终于等到了您的初发帖[比心][比心]发帖时关联相关股票或者相关话题，可以获得更多曝光哦～如果您想创作优质文章，请查看老虎社区创作指引
  2020-11-03
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Kevin_lll
·2020-11-03
鹅厂的法务团队是谁都干不过！鹅厂的公关团队是谁都干不过！
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阿杜撒
·2020-11-03
说人话
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阿杜撒
·2020-11-03
说人话
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阿杜撒
·2020-11-03
说人话
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阿杜撒
·2020-11-03
说人话，
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- 社区成长助手:
  终于等到了您的初发帖[比心][比心]发帖时关联相关股票或者相关话题，可以获得更多曝光哦～如果您想创作优质文章，请查看老虎社区创作指引
  2020-11-03
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gugu
·2020-11-03
眼睛盯着客户和市场，屁股对着老板。结果导向第一。这是一句大实话，领悟了做事靠谱👍
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- gugu:
  不要把生命浪费在不靠谱的人身上
  2020-11-03
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- gugu:
  抛弃他
  2020-11-03
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- Ying霙:
  但是大部分老板并不能接受屁股对着自己
  2020-11-03
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无有人用了
·2020-11-03
内卷不是这么个意思，瞎写！
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  2020-11-03
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卡几嘛
·2020-11-03
开放生态？付费买个账号关联api叫开放生态？
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href=http://finance.sina.com.cn/tech/csj/2020-11-03/doc-iiznctkc9201212.shtml><strong>一口老炮</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>最近有个词很火，叫做内卷化。简单地说，所谓内卷就是无意义的精益求精、将简单问题复杂化或者为了免责被动应对工作、与预期的目标严重偏离的工作。这个词放到职场上，尤其是PR圈内，总是让我们感慨颇多。有个已经半退休状态的某主流互联网公司市场VP告诉一口老炮，一个媒体人与一个职业PR人在甲方做市场公关最大的不同是，前者总是不善于内部沟通，不善于搞好自己与上级的关系。而后者搞定媒体的能力弱一些，但是，在向上...</p>\n\n<a 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days","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/63f9c5523b5503b7f71b0cbebfc99eb7","symbols_score_info":{"00700":0.9},"content_text":"最近有个词很火，叫做内卷化。简单地说，所谓内卷就是无意义的精益求精、将简单问题复杂化或者为了免责被动应对工作、与预期的目标严重偏离的工作。这个词放到职场上，尤其是PR圈内，总是让我们感慨颇多。有个已经半退休状态的某主流互联网公司市场VP告诉一口老炮，一个媒体人与一个职业PR人在甲方做市场公关最大的不同是，前者总是不善于内部沟通，不善于搞好自己与上级的关系。而后者搞定媒体的能力弱一些，但是，在向上管理能力上绝对强悍。同样是公关人，谁更内卷并不重要了。重要的是，谁更能更快地升职加薪。内卷上位的成功案例当年3Q大战的一方，鹅厂第一任公关副总裁，据说就是内卷化上位的典型。在进入鹅厂之前，该副总裁在新浪任职，职位平凡。可无奈，当年顺风顺水的小马哥也不知公共关系为何物，反正能找来一位当时中国第一大门户的经理，就当成总监来使。江湖传言，这位总监，据说最厉害的地方，就是上传下达能力很强，邮件汇报勤快，总是能把准老板的脉，跟兄弟部门沟通顺畅，所以很快，从总监上升到总经理再到市场公关副总裁，一路高歌猛进。但内卷就是内卷，成色是要被验证的。也许是运气不佳，遇上了2009年的3Q大战，红衣大炮携“史上第二强大”的公关队伍和市场团队，在国庆前后突然对鹅厂发动市场攻势加媒体攻势。小马哥一下子被恼怒，于是，很快下达了二选一的命令。这时候，周老板携网民以令天下，一下子，鹅厂几乎成为全民公敌。这之后，这就有了，泪洒新闻发布会的一幕。然而，哭是不解决问题的。无论是媒体还是网民，对鹅厂当时，可谓印象不佳，甚至，纷纷讨伐。毕竟，公共关系还是一个专业的活儿。不仅考验你的媒体关系、内容策划能力，尤其是危机公关的关键时刻，更是你的全面专业能力的大阅兵。最后，3Q大战的公关部分，鹅厂没有取胜，这也让鹅厂因此痛定思痛，全面反思，开放生态，并且吸纳张军、林涛等媒体高手进入，全面建设自己的公关体系。非内卷上位的成功案例回顾近20年的中国互联网圈PR历史，有一位风云女性不得不提。这就是前3721、前百度公关总监、现猎豹移动副总裁肖洁。这位女士，当年的第一份工作是在一家名为时空视点的公关公司做普通媒介。但是，她就是比一般的媒介人员，与记者的关系更亲近，界面更友好，打电话更友好，发稿更勤快。很快，她就被红衣大炮周鸿祎先生发现，并且挖走，成为3721公司的首任媒介总监。肖洁做事风风火火，媒体关系也处得到位。只要是新闻发布会，她必然亲自给核心媒体打电话。即便是面对要求苛刻的周老板，肖洁也总能计划妥当，大稿落地。尤其是当年雅虎宣布收购3721那场发布会，可谓策划有序，中国的主流商业媒体，从《IT经理世界》到《中国企业家》无不用封面或者特稿来表现。所以，跟随周鸿祎以来，肖洁同学成长进步也非常快，不仅是一位媒介，而且也有内容策划能力。因此，深受周老板的喜欢和赏识。当然，后面肖洁离开360体系投奔百度，进而又跟随猎豹的傅盛美国上市，都是后话了。据说，肖洁在职场上最牛的纪录是，无论哪一任老板，都对其的能力十分赏识。扎实工作，头脑灵活，不断成长，相比肖洁这位实力和美貌俱佳的公关高管上位的道路，中国互联网大厂里，还有一些水货公关高管，则完全是内卷化生存和上位。呆得久不一定内卷化都说做公关的人，要情商超级高。但是，高情商表面上，如果带来的是内卷化，则很可能只有一时的风光。华为老板任正非就公开表示过，在职场上，非常讨厌所谓的高情商的人。因为，华为从来都提倡：眼睛盯着客户和市场，屁股对着老板。结果导向第一。一些内部沟通能力所谓的强的职场人士，对工作的结果，往往是不负责任的。所以，外界往往对公关人有很多误解。比如，就是陪媒体吃吃喝喝，开开发布会，做做专访。再比如，认为媒体都是可以被搞定的，大不了发几个大红包。这都是不把公关当成专业的表现。这种误解一旦成为CEO脑子里的核心观念，如果遇到公关大战或者危机时刻，则往往会吃很大的亏。以一口老炮十多年行走PR江湖的经验来看，PR是个关系活儿，更是一个技术活儿。PR江湖早年明枪暗箭，很多能力超强的媒体人转型公关，在早期就不太成功。最有名的是前《财经》杂志名记王以超同学，曾经连续跳槽数十次，每家甲方公司平均任职时间不到6个月。这也许是情商不高的表现，但是，至少说明，王以超老师不够内卷化生存。当然，也有充分稳定、长期服务一家公司的典型案例。现任搜狐公关副总裁曾怿，在1998年从北师大本科毕业开始，就在长安街上的光华长安大厦，开始服务从美国海归回来的数字英雄张朝阳，这样，她跟随张朝阳从长安街到中关村，在搜狐一呆就是近20年。充分的了解和信任，加上搜狐的好人文化，使得曾怿从公关经理，一路上升为公关市场副总裁。风风雨雨20年，曾怿作为资深公关人也一路成长。尤其是2008年后，搜狐与新浪就奥运会等项目开展公关宣传大战，曾怿老师是经受了考验的。不过，20年如一日，如果说，她毫无懈怠或者内卷的时刻，一口老炮即便这么写，读者看官也未必相信。毕竟连张朝阳本人都承认，在2013年前后的一段时间他有些懈怠了。所以，内卷化也不能被滥用。女同学在职场上原本就以稳定为主，另外，沟通能力强、亲和力强，都是像曾怿这样的女生的优势所在。所以，公关人如果能遇到一位牛逼的CEO，是可以追随其一辈子的。所以，职场上是否内卷，内卷本身的评价标准，也很值得商榷。内卷上位方法指南写到这里，其实聪明的80、90后同学，应该已经明白了大半。尤其是现在动辄600多人的阿里公关团队和超过100多人的滴滴公关团队，现在90后已经成为其团队的主力。而这些甲方庞大的PR团队中，绝大多数都是以媒体老师+乙方公关人为主组成。阿里公关的掌门人，王帅，以足智多谋著称。滴滴公关的主帅，李敏，则以勤奋努力在业界出名。他们能够执掌这么大的PR团队，并且做得虎虎有声，一定不是内卷化的。一口老炮在上篇文章中提出，公关是一个很难量化的工作。就是因为没有统一的评价标准，目前甲方公关则越来越难做。因为几乎所有的高管都可以指手画脚。老板的一个朋友的评价，可能就会断送一位公关副总裁的KPI。那么，如何能在甲方做公关活得久，总结一下，通过内卷化上位的办法主要有（看官们是否效仿，一口老炮在此并不提倡）。一， 紧贴CEO。CEO是一家公司的大脑，如果公关人员是CEO肚子里的蛔虫，那就再好不过了。二， 擅长邮件和ppt汇报。毕竟，公关的活儿，是讲究输出的。而一个阶段，你如果只会闷头干活儿，而不会对上级进行适当的预期管理，则很容易吃哑巴亏。三， 市场部一定要清洗掉非自己人，多多培养自己人。这一点，对于经常变动的甲方公关人来说，尤其重要。总结了以上三点，一口老炮突然明白一个道理，上篇文章中提及，360周老板换了这么多任市场公关副总裁，为何现在只有他的总裁办公的一位女助理，现在可以管理好他的公关市场部。内卷上位的副作用甲方的市场公关部，只有当甲方长大到一定阶段，才起到越来越大的作用。很少有阿里、360这样靠一路打过来的甲方。要知道，直到2008年百度出现第一次虚假医疗广告媒体危机的时刻，百度才发觉，自己必须请来高人、花重金预算，才能做好市场公关这件事。这之后，才有联想公关的朱光空降百度的故事。也只有遭遇了3Q大战，企鹅的小马哥才真正放开胸襟，开放生态，广纳贤才，不仅集团市场部开始重建公关人才队伍，而且像腾讯无线这类核心部门，也有自己的市场公关团队了。2008-2018年，是中国互联网大厂公关人员的春天。无数的传统媒体人，因媒体的式微而转型甲方公关。甚至有些人，通过短短几年时间，伴随企业成长上市，解决了财务自由。然而，PR工作也是一个长期的过程，短期主义的内卷化生存，也许能够带来上位，但是，对企业的伤害，则是长期的。这些副作用包括。一、市场公关部遇事不决策。二，为了不背锅，推卸责任。三，内部自娱自乐，但外界评价差，市场预算花出去后没有实际效果。四，市场部内部基层不服气，团队作战弱。内卷化领导，往往带来虾兵蟹将一堆。最后，希望本文不要被各大厂的CEO们看到，仅当成内部教科书教学交流。江湖终将退潮，内卷的故事不会停歇，历史依旧还会重演，二十年后，人们再次谈论这个话题时，人又换了一茬。","kind":null,"is_publish_news":true,"is_publish_highlight":true,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[{"id":306668592,"gmtCreate":1604382475816,"gmtModify":1703832771449,"author":{"id":"3494570331360075","authorId":"3494570331360075","name":"坤坤万同学","avatar":"https://static.tigerbbs.com/4898257f8917f4bf5d0331c62a7bb720","vip":1,"crmLevel":2,"crmLevelSwitch":0,"idStr":"3494570331360075","authorIdStr":"3494570331360075"},"htmlText":"内卷领导也喜欢内卷员工。真是擅长邮件和ppt汇报","listText":"内卷领导也喜欢内卷员工。真是擅长邮件和ppt汇报","text":"内卷领导也喜欢内卷员工。真是擅长邮件和ppt汇报","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":1,"repostSize":0,"link":"https://laohu8.com/post/306668592","repostId":1179126918,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"comments":[{"id":2995194,"gmtCreate":1604382862606,"gmtModify":1604382862606,"authorId":3527667803686145,"author":{"id":3527667803686145,"idStr":"3527667803686145","authorId":3527667803686145,"name":"社区成长助手","avatar":"https://static.tigerbbs.com/2b7c7106b5c0c8b0037faa67439d898f","vip":1,"crmLevel":1,"crmLevelSwitch":0,"individualDisplayBadges":[]},"repliedAuthorId":0,"objectId":306668592,"type":1,"supId":0,"prevId":0,"content":"终于等到了您的初发帖[比心][比心]发帖时关联相关股票或者相关话题，可以获得更多曝光哦～如果您想创作优质文章，请查看<a 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