Corporate Strategy Brand Reputation

ESG 不是公關話術，是一場聲譽的長期投資
ESG Isn't PR Spin — It's a Long-Term Investment in Reputation
Two extreme views on ESG lately: one treats it as PR spin — pretty report, beach cleanup, tick the box. The other says the whole Net-Zero Banking Alliance has disbanded... Read more...
媒體關係的本質：不是控制報導，是建立信任
The Essence of Media Relations: Not Controlling Coverage, but Building Trust
"Can we 'handle' this reporter?" I hear it often. Behind it sits the deepest misconception about media relations — that it means controlling coverage. Its essence is the opposite: building... Read more...
老闆該不該自己跳出來講？——主理人站上第一線，是紅利，也是未爆彈
Should the Boss Step Up and Speak? — Putting the Principal on the Front Line Is a Dividend, and a Live Bomb
The question bosses ask me has changed: from "should we issue a statement" to "should I step out and speak myself?" Social media made "the principal going in personally" a... Read more...
危機發生的黃金兩小時，企業最常做錯的三件事
The Golden Two Hours of a Crisis: The Three Things Companies Most Often Get Wrong
Whether a crisis is won or lost usually isn't decided by what you said — it's decided by what you did in the first two hours. In the social-media age,... Read more...
道歉的藝術：企業聲明為什麼越解釋越糟
The Art of the Apology: Why Corporate Statements Get Worse the More They Explain
A company in crisis issues a careful, lawyer-approved, sincere statement — and the backlash gets worse. Why?Because what they issued wasn't an apology. It was an explanation. And the two... Read more...
「歷史自然為我評價」——龐培歐教我的，面對批評的格局
"History will judge me" - What Pompeo taught me about facing criticism with perspective.
When facing criticism, the hardest part is not to fight back, but to refrain from fighting back. I asked Pompeo how he viewed the criticism directed at him. He didn't... Read more...