A sportswear brand released a hat with a "flying" theme. The design elements seemed to have a Japanese militaristic style. Although it later used ancient Chinese culture as a defense, it still received strong disgust from the public.

A skin care brand cooperated HE Tuber with a Korean company to launch a "skin care brand story" based on the concept of the 24 solar terms. Due to cultural differences, the public believed that the 24 solar terms, as a Chinese cultural heritage, should not be abused and were criticized.

A certain cosmetics brand was criticized by the entire Internet for being superficial and stereotyped because a KOL said an expression about "do you work hard?" In the eyes of the public, this is an era where hard work does not necessarily mean a salary increase.

Public opinion management is roughly divided into three categories: corporate governance, marketing communication and public culture. Among them, "public culture" is the most sensitive.

Why do brands always falter in dealing with such incidents? Can a small thing cause a huge public outcry? After analysis, it is mainly related to its unclear position, mismanagement of crisis, and conflicts in social culture and capital structure.

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Simply put, from what perspective does the brand stand?

Public relations mainly deals with the relationship between brands and various stakeholders in the audience, including governments, consumers, non-profit organizations, investors, corporate employees, etc.