原标题：知情人士复盘百度副总裁短视频风波：去年就开始部署，要求全员开账号，多名员工因此离职

近日，百度公关副总裁璩静在社交账号上发布的多个视频引起网友广泛讨论。

5月7日，相关话题登上多个平台热搜榜。当晚美股开盘，百度股价即下跌近4%，次日凌晨以每股110.53美元收盘，跌幅2.47%，一夜市值蒸发超9亿美元，约合人民币69亿元。

对于这场风波，九派财经采访了多名内部知情人士，从他们反馈的信息中记者了解到：舆情危机酿成的背后，与璩静近期在百度公关部内推进的一项“短视频项目”有关。

据了解，该计划要求公关部自璩静以下全员开通短视频自媒体账号，“没有人可豁免”，不做自媒体将影响年度绩效。知情人士还告诉记者，这项要求公布后，有数名百度公关部员工选择了离职。

【1】副总裁下场做短视频，作品内容惹争议

5月7日，“百度副总裁称员工闹分手提离秒批”“百度公关要求团队成员都下场做自媒体”等多个话题登上热搜榜。

公开资料显示，璩静2021年8月入职百度担任公关副总裁，负责集团公众沟通部工作。九派财经注意到，早在5月1日，璩静就已开始在其自媒体账号发布短视频，内容涉及员工管理、职场规则、公关工作强度和职业女性等话题。

在视频里，璩静是会连续出差50天的“公关人”，没有春节周末、没有假期，她会说“员工闹分手提离职我秒批，为什么要考虑员工的家庭”，表达风格犀利尖锐。有网友对其视频评论称“冷漠型管理者，还擅长pua(情感操纵)”“情商低”，也有网友说“没毛病”“看似无情，句句在理”。

在视频评论区，璩静通过回复、点赞和网友有不少互动。有网友询问其为什么这么忙还拍抖音?璩静说：“这是工作之一，我的工作就是公关，短视频是基本盘。”她还针对“魏则西事件”进行点评，称“没有可比性”“不掌握一手信息和最核心诉求”“时隔8年不宜妄下评论”。

璩静发布的内容引发舆情后，前述视频内容及与网友的互动都无法查看。

【2】全员做自媒体早有部署，有员工因此离职

一份流传于网络的聊天记录显示，4月21日，璩静在工作群通知团队员工，要求5月2日“大限将至”前，员工必须任选或多选在视频号、抖音、小红书开通账号，并对个人IP账号定位和发稿数量进行汇总统计，还提到发稿少于3条且内容与百度无关、“明显蒙事的”不达标。

要求中还明确提到“leader(管理者)和我以身作则”。而对于不认同该任务要求的员工，则“建议换个不重视短视频的地方呆”“公关部没有人豁免”;非要申请不做自媒体的员工，可“手写承诺”，将影响年度绩效和年终奖。

以上内容，记者从多名内部人士处得到证实。一位接近百度公关部的人士告诉九派财经，早在去年的一次公关部全体会议上，璩静就向百余名公关部成员通知了上述内容，没有明确的奖励或考核机制，当时不做个人账户的代价是离职。而在此事之后，确有数名百度公关部员工选择了离开。

九派财经还发现，多名百度公关部的员工已经开通了个人账号，所发内容与百度业务相关，包括百度的智驾系统业务、百度展会活动等。不过，截至记者发稿，有员工已经对发布内容进行了隐私设置，显示“无法查看”。

对于“百度公关要求团队成员都下场做自媒体”一事，有内部人士称：并不清楚和理解此举的因由，即便有员工开通和运营个人账号，也不乏“应付”“交差”的心态存在。一位接近百度公关部的内部人士告诉记者，“(有员工开通账号)就是交个差，之前没有啥经验，把它当朋友圈发”。

【3】专家：企业高管下场做“网红”，用力过猛易“踩坑”

对于璩静亲自下场做短视频，且因争议性言论引发舆情事件的做法，公关行业资深人士姚素馨表示费解：“公关跟公众交流的内容，其实是企业，而不是公关本身。璩静这一轮内容我最没有看懂的地方就是，交流的内容既不是企业的东西，也不是公关的东西。”

姚素馨直言：“这个言论不要说是一个百度的公关一号位了，就是一个大一点公司的高管，这么讲大概率也是会得到负面反应的。因为她讲的内容跟现在的舆情环境其实是不能匹配。”

有周鸿祎、雷军、张朝阳等商界大佬们在前，璩静个人账号的出现其实并不突兀。互联网产业分析师张书乐称，对于这些互联网大厂而言，选择这种方式“出道”，往往是因为企业品牌和服务正在走向中年，而和年轻人有疏离感，需要重构桥梁，“网红”显然是一个捷径。“璩静事件是百度公关用力过猛，急于出圈让自己因为言论而掉坑。”张书乐称。

也有员工对“全员做自媒体”的安排表示理解。前述接近百度公关部的人士告诉九派财经，在短视频流量如此巨大的背景下，做个人IP账号的方向没有错，只是做法存在问题。他认为，“应该去找专业的人做，或者擅长的人做，而不是每个人，否则这件事就不太合理。”

舆情风波发生后，九派财经曾针对此事采访百度方面，截至发稿未获回应。

来源：九派新闻

责任编辑：许晓娜 UN990

新闻译文：

Original title: Insider's review of Baidu Vice president Short Video Storm: Deployment began last year, requiring all employees to open accounts, resulting in multiple resignations of employees

Recently, multiple videos posted by Qu Jing, Vice President of Baidu Public Relations, on social media accounts have sparked widespread discussion among netizens.

On May 7th, related topics made it onto multiple platform hot search lists. That night, when the US stock market opened, Baidu's stock price fell nearly 4%. The next morning, it closed at $110.53 per share, a decrease of 2.47%. The overnight market value evaporated by over $900 million, equivalent to approximately RMB 6.9 billion.

Regarding this controversy, Jiupai Finance interviewed multiple internal insiders, and from their feedback, the reporter learned that behind the public opinion crisis, it is related to a "short video project" recently promoted by Qu Jing in Baidu's public relations department.

It is understood that the plan requires all members of the public relations department below Qujing to open short video self media accounts. "No one can be exempted," and not doing self media will affect annual performance. according to insiders, several employees of Baidu's public relations department chose to resign after this requirement was announced.

【1】 The Vice President made a short video, but the content of the work sparked controversy

On May 7th, multiple topics such as "Baidu Vice President Says Employees Break up and Get Away from Seconds" and "Baidu PR Demands All Team Members Go Out to Do Self Media" made it to the hot search list.

According to public information, Qu Jing joined Baidu as the Vice President of Public Relations in August 2021, responsible for the Group's Public Communication Department. Jiupai Finance noticed that as early as May 1st, Qu Jing had started posting short videos on her self media account, covering topics such as employee management, workplace rules, public relations intensity, and professional women.

In the video, Qu Jing is a "public relations person" who will travel continuously for 50 days without any Spring festival weekends or holidays. She will say, "If an employee breaks up and resigns, I will criticize them immediately. Why should we consider the employee's family?" Her expression style is sharp and sharp. Some netizens commented on his video saying that he is a "cold hearted manager who is also good at PUA (emotional manipulation)" and "has low emotional intelligence", while others said "nothing wrong" and "seemingly ruthless, every sentence is reasonable".

In the video comment section, Qu Jing interacts with netizens through replies, likes, and more. Some netizens asked him why he was so busy taking Tiktok? Qu Jing said, "This is one of the jobs, my job is public relations, and short videos are the basic focus." She also commented on the "Wei Zexi incident," saying that "there is no comparability," "I don't have access to first-hand information and the most core demands," and "it's not advisable to leave comments after 8 years.".

After the content released by Qu Jing triggered public opinion, the aforementioned video content and interaction with netizens were unable to be viewed.

【2】 All employees have been deployed to self media for a long time, and some employees have resigned as a result

A chat record circulated on the Internet shows that on April 21, Qu Jing informed the team members in the work group that before the "deadline is approaching" on May 2, employees must open accounts on video number, Tiktok, and Little Red Book, and conduct summary statistics on the location of individual IP accounts and the number of articles published. He also mentioned that there were less than 3 articles published, and the content had nothing to do with Baidu, and the "obviously troubled" was not up to the standard.

The requirement also explicitly states that "the leader and I lead by example.". For employees who do not agree with the requirements of the task, it is recommended to move to a place where short videos are not valued, and there is no exemption from the public relations department; Employees who insist on not doing self media can make a handwritten commitment, which will affect their annual performance and year-end bonus.

The above content has been confirmed by multiple insiders. A person close to Baidu's public relations department told Jiupai Finance that as early as last year's public relations department plenary meeting, Qu Jing had informed more than a hundred members of the public relations department of the above content, and there was no clear reward or assessment mechanism. The cost of not creating a personal account at that time was resignation. After this incident, several Baidu PR department employees did choose to leave.

Jiupai Finance also found that multiple employees of Baidu's public relations department have opened personal accounts, and the content posted is related to Baidu's business, including Baidu's intelligent driving system business, Baidu exhibition activities, etc. However, as of the reporter's press release, some employees have set privacy settings for the published content, which shows as "unable to view".

Regarding the requirement of Baidu PR that all team members go out to do self media, some insiders have stated that they are not clear and understand the reasons for this move. Even if employees open and operate personal accounts, there is still a mentality of "dealing with" and "crossing the line". An insider close to Baidu's public relations department told reporters, "If an employee opens an account, it's just a matter of making a mistake. I don't have much experience before, so I treat it as a social circle.".

【3】 Expert: Enterprise executives who become "internet celebrities" in the end are prone to "pitfalls" if they exert too much force

Regarding Qu Jing's personal approach of making short videos and triggering public opinion events due to controversial remarks, senior public relations industry figure Yao Suxin expressed confusion: "The content of communication between public relations and the public is actually the enterprise, not the public relations itself. The last thing I didn't understand about Qu Jing's current round of content is that the communication content is neither the enterprise's nor the public relations'."

Yao Suxin bluntly said, "This statement is not just a top public relations position on Baidu, but also a senior executive of a larger company. It is highly likely to receive negative reactions because the content she is talking about does not match the current public opinion environment."

With business leaders such as Zhou Hongyi, Lei Jun, and Zhang Chaoyang at the forefront, the emergence of Qu Jing's personal account is not surprising. Zhang Shule, an Internet industry analyst, said that for these Internet giants, choosing this way to "get out" is often because their corporate brands and services are moving towards middle age, and they feel alienated from young people, so they need to rebuild bridges. "Online celebrity" is obviously a shortcut. "The Qu Jing incident was caused by Baidu Public Relations' excessive efforts and eagerness to make a name for themselves due to their comments," said Zhang Shule.

Some employees also expressed understanding of the arrangement of "all employees doing self media". The person close to Baidu's public relations department mentioned earlier told Jiupai Finance that in the context of such a huge amount of short video traffic, the direction of creating a personal IP account is not wrong, but there are problems with the approach. He believes, "We should find professionals or those who are good at it, not everyone, otherwise this matter would not be reasonable."

After the public opinion controversy, Jiupai Finance interviewed Baidu about this matter, but as of publication, no response has been received.

Source: Jiupai News Return to Sohu, View More

Editor in charge: Xu Xiaona UN990

重点词汇

• 百度 Baidu ; BIDU.NASDAQ

• 副总裁 vice president ; deputy governor ; vice director general (of a political party)

• 风波 disturbance ; wind wave ; a storm in a teacup

• 全员 All staff ; whole ; the entire personnel

• 开盘 opening quotation ; opening quotation (on the exchange) ; opening

• 次日 the next day ; morrow

• 了解到 find out ; discover

• 舆情 public sentiment ; popular feelings

• 酿成 lead to ; bring on ; breed ; mature

• 公关部 public relations department

句子成分分析：

[With business leaders (such as Zhou Hongyi, Lei Jun, and Zhang Chaoyang (at the forefront))], the emergence 

(of Qu Jing's personal account) is not surprising.

句子语法结构详解：

* is 为系动词作谓语，采用一般现在时。
* surprising 为形容词作表语。
* Qu Jing's 为名词所有格。the 为定冠词。

句子相关词汇解释：

Phrase:

Vocabulary:

句子成分分析：

"The Qu Jing incident was caused [by Baidu Public Relations' excessive efforts and eagerness] to make a name [for 

themselves] [due to their comments]," said Zhang Shule.

句子语法结构详解：

(said 为 say 的过去式。)

* caused 为谓语，采用一般过去时和被动语态。
* to make 为不定式，作状语。
* said 为谓语，采用一般过去时。
* their 为形容词型物主代词。themselves 为自身代词。was 为助动词。Relations' 为名词所有格。the 为定冠词。a 为不定冠词。

句子相关词汇解释：

Phrase:

Vocabulary:

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