Public relations, a profession that has to find a balance between sincerity and rationality, has thrived since the China’s adoption of a market-oriented economy some 40 years ago. However, it is being challenged in the information age, a time when the wrong approaches to alleviate negative social impacts could be disastrous. The latest online drama between Jia Guolong, founder of nationwide restaurant chain Xibei, and entrepreneur-influencer Luo Yonghao, is the latest example of PR gone awry. Confronted by Luo over Xibei charging high prices for pre-made food, Jia fired back in a feud that lasted for days, until Jia finally conceded with an apology. Experts pointed out that Chinese entrepreneurs would be better off hiring PR professionals to address public crises instead of responding with unfiltered posts on social media.
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