The Aftermath of Baidu's PR Crisis

Baidu's response (spoiler alert: bad), its problematic corporate culture, and why Chinese netizens are so mad

The recent Baidu PR crisis started with its own PR chief.

Qu Jing, Baidu’s PR Chief, sparked a public outcry in China for her out-of-touch management style and endorsement of toxic work culture. Her social media videos—which she posted at will—included remarks such as "I'm not your mother or mother-in-law; I only care about results,” and “If you work in public relations, don’t expect weekends off,” she said in a third video. “Keep your phone on 24 hours a day, always ready to respond.”

The Baidu PR department has probably been working 24/7 since the drama unfolded a week ago. CNN, the Financial Times, and all major U.S. media outlets have written about it, and the discussion in China is ubiquitous on social media and in the news.

“A lot of what she said really struck a nerve, because people feel that in their own workplaces very often. The fact that she said it in a way that’s so direct and in your face, it just generated this kind of emotional response,” I shared with CNN and FT.

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