【專家點評】中國汽車製造商遭「黑公關」惡意抹黑事件，關鍵三方如何應對？－海外公關顧問夥伴 Liz Yin​, Founder & Managing Director​ of Tribe China

專家點評：海外公關顧問夥伴 Liz Yin​, Founder & Managing Director​ of Tribe China
Expert Commentary from Our Overseas PR Oonsultant Partner, Liz Yin​, Founder & Managing Director​ of Tribe China.

（The following content reproduce from the LinkedIn post of Liz Yin. ）

Chinese automakers are taking a stand against "malicious PR" (also called "dark PR") that threatens brand integrity and market health.

Recent Action: Huawei's HIMA smart car division just announced a 5 million RMB reward program to combat this growing problem, following similar initiatives by BYD and NIO.

What's happening? 

Thousands of anonymous accounts are flooding online forums with negative comments in coordinated attacks on HIMA’s reputation. As one auto executive put it: "It's become warfare by other means."This toxic competition stems from market saturation driving desperate tactics.

Three key takeaways:

• For PR professionals:Enhanced social listening and rapid response capabilities are no longer optional - they're survival skills.
• For industry players: Focus on building your “moat” through transparent storytelling - show your manufacturing process and communicate product standards to help consumers make informed judgments during attacks.
• For regulators: Stronger oversight is needed to foster innovation and healthy development.

While there’s no short-term solution to stop “malicious PR” without stronger regulations put into practice, companies that focus on product and service excellence rather than competitor takedowns will yield sustainable growth.

As Huawei's CEO wisely noted: "Those who throw trash out the window ultimately contaminate their own garden." 

💬 What's your take on this? 

（以下內容完整轉載自 Liz Yin 的 Linkedln貼文）

中國汽車製造商正在為脅威品牌完整性和市場健康的「惡意公關」（也稱為「黑公關」）採取立場與行動。

近期行動：華為的HIMA智慧汽車部門近日宣布了一項500萬元人民幣的獎勵計劃，以應對這一日益嚴重的問題，此前比亞迪和蔚來汽車也推出了類似的舉措。

發生了什麼？

數以千計的匿名帳號在網絡論壇上以協調攻擊的方式大量發表對HIMA的負面評論。正如一位汽車高管所言：「這已經變成了另一種形式的戰爭。」這種有毒的競爭源於市場飽和，迫使企業採取絕望的策略。

三個關鍵解法：

• 對於公關專業人士：加強社交聆聽和快速響應能力不再是選項——而是生存技能。
• 對於行業生態系：專注於通過透明的故事講述來建立你的「護城河」——展示你的生產過程並溝通產品標準，幫助消費者在攻擊中做出明智的判斷。
• 對於監管機構：需要加強監管，以促進創新和健康發展。

儘管在沒有更強監管措施的情況下，無法在短期內停止「惡意公關」，但專注於產品和服務卓越而不是攻擊競爭對手的公司將實現可持續增長。

正如華為的首席執行官明智地指出的：「隨手將垃圾扔出窗外的人，最終會污染自己的花園。」

💬 你對此有何看法？

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