[Answer] How would you evaluate the PR department’s crisis management in the Mercedes Xi’an Lizhixing incident?

[Answer] How would you evaluate the PR department’s crisis management in the Mercedes Xi’an Lizhixing incident?

I don’t think the Xi’an Mercedes owner rights-defense incident was something a single PR manager could have handled well. If I were the PR manager, the first thing I would do would be to communicate with the dealership in a very sincere manner and, within the scope of my authority, offer the customer a replacement vehicle. But in reality, I probably wouldn’t have that much authority, because the dealership owner would likely not agree to such a solution, or other stakeholders with vested interests would oppose it.

So this was also a systemic problem. It wasn’t something that one woman could solve. I don’t think there is much need to analyze it as a textbook PR case. Rather, it needs to be addressed through legal means, so that people working in the service industry can fundamentally correct their own problems.