In recent years, the "clear" special action launched annually by the Cyberspace Administration has been deepened year by year to purify the network public opinion environment from all dimensions. The special action in 2023 even puts forward the slogan of "optimizing the business network environment to protect the legitimate rights and interests of enterprises", which is aimed at bad online behaviors that are harmful to the reputation of enterprises.
However, the enterprise really rest assured from now on, not afraid of public opinion? As can be seen from the latest case of corporate reputation rollover, the core of corporate reputation management lies in its own management ability, and the real driving force of corporate reputation rollover is not the media or we media, but the consumers of enterprises.
In order to truly prevent public opinion crisis, the enterprise can not blame the network environment, constantly improve the team's reputation management level, make the work routine, process, is the long-term work of the enterprise.
This seminar will provide you how to analysis about the latest PR crisis cases and media environment changing.

最近几年，网信办每年推出的“清朗”专项行动，逐年深入，不断从各个维度净化网络舆论环境。2023年的专项行动更是提出了“优化营商网络环境 保护企业合法权益”的口号，直指不利于企业声誉的不良网络行为。

然而，企业真得从此高枕无忧，不怕出现舆情了吗？从最新的企业声誉翻车案例来看，企业声誉管理的核心还在于自身的管理能力，而真正推动企业声誉翻车的力量不是媒体不是自媒体，而是企业的消费者。

要想真正预防舆情危机，企业不能甩锅给网络环境，不断提高团队的声誉管理水平，把工作日常化，流程化，才是企业长期应做的工作。

危机公关专家乌兰图雅老师将为会员详解有关内容。

【讲座大纲】

第一节：案例解析：特斯拉败诉，退一赔三

Ÿ   2020—2023年特斯拉舆情一览表

Ÿ   “退一赔三”胜诉案始末

Ÿ   特斯拉以法务代公关应对舆情是不是好策略？

Ÿ   企业可以从中吸取什么经验？

第二节：案例解析：张小泉“断刀”回应再度翻车：为什么同一种舆情跌两次？

Ÿ   张小泉第一次回应翻车事件

Ÿ   张小泉第二次回应翻车事件

Ÿ   两次舆情背后的企业管理问题，怎么解决？

第三节：网信办2023“清朗”活动是否可以让企业对舆情高枕无忧？

Ÿ   “优化营商网络环境 保护企业合法权益”针对哪些舆情乱象？

Ÿ   舆情大环境好转，企业是否不用担心舆情危机了？

Ÿ   企业公关如何利用好这次机会，清理过往负面内容？

第四节：一个有效的解决方案

Payment：

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RMB Bank Account
A/C Name: 中国欧盟商会
A/C No.: 7110210182500027543
China CITIC Bank 中信银行京城大厦支行
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No. 6, Xinyuan Nan Road
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2. Online pay through Wechat.

Terms & Conditions:

This event has limited seating and requires registration and payment in advance. No walk-ins accepted.

Cancellation Policy:

If you cannot attend this event, please cancel your registration at least 3-working days before. If you fail to notify us of your cancellation in a timely fashion, you will be charged for the full event costs.

To cancel, please contact Annie Zhou at azhou@europeanchamber.com.cn.

Speakers

Mrs. Ulan Tuya

CEO, Ulan Public Relations Consultancy

Mrs. Ulan Tuya

CEO, Ulan Public Relations Consultancy

View speaker details

Ulan Public Relations Consultancy, CEO
Inner Mongolia Alumni Association, PKU, Vice Chairwoman Bl MBA, National School of Development at Peking University, Career Mentor
Ulan Club, Founder
Marketing Committee of EU Chamber, Vice Chair
M BA degree, Vlerick-Peking University Bi MBA program.
20 years of experience in public relations.
Former employee of Fleishman Hillard, American Chamber of Commerce in China, and other institutions.
Ulan is a professional expert who has established a series of popular courses on public relations and marketing for many foreign enterprise industry associations, such as the American Chamber of Commerce in China, the European Union Chamber of Commerce in China, the German Chamber of Commerce in China, and the French Chamber of Commerce in China.


乌兰图雅
上海乌兰汇友文化传播有限公司总经理
北大国家发展研究院MBA职业导师

2014年，乌兰图雅创立了玲珑格致国际公关咨询（北京）有限公司。自2018年起，她担任北大国发院职业导师。她于2003年入职香港智汇国际公关公司，先后任职全球领先的美国福莱国际传播咨询公司、中国美国商会等机构。

入行公关15年，她坚持耕耘于公关、营销、品牌建设等专业领域，先后服务于中外企业客户，从世界500强企业到国内初创企业，客户遍及全球各个国家和地区，包括美国、英国、澳大利亚、丹麦、荷兰、比利时、法国、日本、台湾、香港等。

她服务过众多各行业的领军型企业，包括：世界500强企业卡特彼勒、世界500强企业艾默生电气、世界500强企业百事公司、顶级皮草认证机构哥本哈根皮草、人工耳蜗技术领军企业澳科利耳、全球顶级篮球联赛NBA，著名汽车品牌奔驰、领先快消品厂商高露洁、日本排名靠前的森滨田松本律师事务所等等。她服务过的其他外资企业客户还包括：Siebel Systems、Juniper网络公司、Amdocs、Zoran、GN Netcom、Visto公司等IT及电子类客户，以及U21高教在线、荷兰Nyenrode商学院、芝加哥大学商学院等教育类客户。

在国内，通过建立公关和品牌意识，利用前沿的市场营销及数字营销技巧，她致力于帮助更多的本土企业快速建立品牌打开市场。

她本科毕业于北京第二外国语学院，英语学士学位，英语专业八级。她在北京大学国家发展研究院读国际MBA，获得了比利时鲁汶根特商学院MBA学位。

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