【讲座大纲】Outline

第一节：从配角变主角——花西子的舆情危机案例拆解

Session 1: From supporting role to Leading Role -- Disassembly of the public opinion crisis case of Huaxizi

• 时间线梳理回顾全程 Time line untangle
• 李佳琦的道歉为什么不被接受？Why was Li Jiaqi's apology not accepted?
• 花西子的“一封信”错在哪里？Where is Huaxizi's "letter" wrong?
•  “公关部集团辞职”是不是花西子在转移大众注意力？Is Huaxizi diverting public attention by the resignation of the Public Relations Group?
• 花西子该不该接过舆情的接力棒？Should Huaxizi take the baton of public sentiment?
• 花西子是不是在玩“黑红也是红”？Is Hua Xizi playing "all kinds of traffic is good traffic"?
• 花西子的销量到底有没有受到舆情影响？Has the sales of Huaxizi been affected by public sentiment?
• 从9月份到11月，花西子失去了哪一部分人群？What part of the population did Huaxizi lose from September to November?

第二节：专业数据分析

Session 2: Professional Data Analysis

• 利益相关者关系图谱 Stakeholder Relationship Graph
• 关键传播主体的不同诉求 Different demands of key communication subjects
• 传播趋势图 Propagation trend chart
• 粉丝量TOP10自媒体发声 Top 10 fan base self-media voice
• 传播量TOP10媒体发声 Top 10 communication media voice

第三节：【解决方案】企业如何在日常工作中做好舆情防范？

Session 3: [Solutions] How can enterprises effectively prevent public sentiment in their daily work?

• 全员应有危机意识 All employees should have a sense of crisis management
• 企业市场公关日常工作要查漏补缺 The daily work of enterprise market public relations needs to identify and make up for deficiencies
• 企业应主动清理社交媒体负面内容 Enterprises should proactively clean up negative content on social media
• 企业如何在日常工作中应对舆情隐患？How can enterprises deal with public opinion risks in their daily work?

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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