Have you heard about the tech giant plunged into crisis media management mode by its PR boss?
The story has created headlines across the globe and triggered new debate about workplace cultures.
It has also impacted share prices.
So, what happened?
Cristina Jing Qu was the head of public relations at Baidu – China’s biggest search engine.
And she posted a series of videos on the Chinese version of TikTok, called Douyin.
In one of them, she lambasted an employee who refused to go on a 50-day business trip during the pandemic, when China imposed stringent travel restrictions and quarantines.
She said: “Why should I take my employee’s family into consideration? I’m not her mother-in-law.
“I’m 10 years, 20 years older than you. I didn’t feel bitter about it or tired, even though I have two children. Who are you to tell me that your husband can’t stand it?”
During another video, she said: "If you work in public relations, don't expect weekends off.
"Keep your phone on 24 hours a day, always ready to respond."
She also claimed to have been working so hard that she forgot her eldest son’s birthday and what school grade her younger one was in, adding she did not regret it because she “chose to be a career woman.”
In another clip, she said: “I can make you jobless in this industry.” And she warned employees she did not care about the impact of work on their lives. She said: “'I'm not your mum. I only care about results.”
The comments sparked a significant backlash on social media among younger workers in China who are increasingly unhappy about the work-life balance.
And the story moved to mainstream media, where the coverage – and criticism – went global.
Baidu executive tells staff: ‘I’m not your mum’ Financial Times
'Keep your phone on 24 hours a day': Chinese PR boss apologises after backlash BBC News
Top exec at Chinese search giant Baidu tells workers ‘I’m not your mom’ — then loses job New York Post
‘I’m Not Your Mom’: Tech Exec’s Videos Spark Clash Over China’s Work Culture The Wall Street Journal
Damning stuff.
And the impact went further.
The company’s stock price fell six per cent in the US and three per cent in Hong Kong.
There has also been wider scrutiny of China’s work/life balance and its tech sector’s culture of 9am to 9pm six days a week.
Ms Qu has apologised for “causing such a big storm”, saying her views were not shared by Baidu.
She said: "I apologise that the inappropriate videos led to the public's misunderstanding of my company's values and corporate culture.
"I will learn from my mistakes and improve the way I communicate, and care more for my colleagues.”
She has now left her job.
Interestingly, CNN has reported the videos were part of a Baidu drive to increase its voice on short video platforms by encouraging staff to make them.
It quoted a source saying: “The main purpose is to improve everyone’s ability to make short videos. Everyone can have different options over the content, and Cristina chose to speak about her personal experience,”
What does this mean for you?
Well, it is another timely reminder that how leaders treat people and what they say could trigger their organisation’s next crisis.
Last year, Andi Owen, the CEO of furniture company MillerKnoll, went viral when footage emerged of her telling employees to leave “pity city” after they complained about cancelled bonuses.
She said: “Don’t ask about, ‘What are we going to do if we don’t get a bonus?’ Get the damn $26 million.
“Spend your time and your effort thinking about the $26 million we need and not thinking about what you’re going to do if you don’t get a bonus, all right? Can I get some commitment for that?”
And she added: “I had an old boss who said to me one time, ‘You can visit pity city, but you can’t live there’. So, people, leave pity city. Let’s get it done.”
The rant ended with Ms Owen miming a mic drop.
James Clarke, the boss of tech marketing firm Clearlink, also became a viral sensation for the wrong reasons.
He was at the centre of a ferocious backlash after telling employees he had run out of patience with them complaining about a new return to the office policy. During a virtual meeting, he also appeared to celebrate a worker who was forced to sell the family dog to return to the office.
Outrage after CEO applauds worker for selling dog to return to the office Independent
CEO sparks backlash after praising employee who sold family dog after return-to-office mandate CBS News
Barbara Corcoran also faced stinging criticism after telling a podcast she “loves firing people on a Friday”.
The founder of the real estate company The Corcoran Group made the comments on Steve Bartlett’s The Diary of a CEO podcast, and they subsequently resurfaced on TikTok.
“What I would love to do is call someone into my office on Friday,” she said.
“I love firing people on Friday. I would stop by someone’s desk on a Wednesday and say, "Hey, would you have any time, sometime on Friday?"
“They should have heard about the rumours. I couldn’t wait till they came in to fire them.”
What senior leaders say and how they act can impact their personal brand and their organisation’s reputation.
The Financial Times reported half of forced CEO departures among the 3,000 largest US companies last year were due to personal conduct.
We identified senior leader behaviour as one of the 14 types of crises your organisation could face during a Media Team Academy masterclass.
Is it in your crisis comms plan? Have you tested it?
Just like other forms of crisis, when senior leaders put your brand in the spotlight for the wrong reasons, you need to start communicating quickly.
Silence will only make the situation worse and allow what others say to control the narrative.
It may feel uncomfortable to suggest to the CEO – or another senior leader - that your crisis comms scenario should be based around their behaviour or something they said.
But crisis planning and testing often involves considering worst-case scenarios and thinking about the unthinkable.
And it is much better than being struck by a crisis you are not prepared for.
Media First are media and communications training specialists with more than 35 years of experience.
We have a team of trainers, each with decades of experience working as journalists, presenters, communications coaches and media trainers.
Click here to find out more about our crisis communication training courses.
