Summary of Key Points
The resignation of Zhou Huan, the head of Meituan's public relations department, marks the end of an era characterized by aggressive and unscrupulous public relations tactics. Zhou Huan was chosen for his expertise in conducting PR battles, but Meituan has recently become embroiled in controversies over "black PR" practices (hiring agencies to smear competitors and purchasing negative information about them). Coupled with the national emphasis on corporate compliance, this aggressive approach to public relations is no longer suitable for the current times. Meituan is attempting to transform, such as by investing in AI technology and improving the rights of its delivery riders. The focus of its PR efforts must shift from attacking competitors to engaging with the public.
Zhou Huan's Aggressive Public Relations Style
Zhou Huan was not the traditional "low-profile" type of public relations professional; he was more like a "fighter" who took the lead in conflicts, with a very distinctive personal style:
- Background and Skills: He began his career as a journalist at Southern Metropolis Daily and The Beijing News, where he developed skills for navigating through media storms. After transitioning to PR, he left a lasting impact on each company he worked for (helping Alibaba get off the ground, shaping Pinduoduo's image, and supporting Meituan's growth).
- Style Characteristics: He was known for proactively attacking competitors and using sophistry rather than empathy during crises. For example, his official response to the sudden death of a 23-year-old Pinduoduo employee lacked sympathy, which led to a public backlash and ultimately resulted in his departure from the company.
- The Essence of the Controversy: He viewed public relations as a tool for fighting against competitors rather than a means of communicating with the public, which laid the groundwork for future mistakes.
The Two-Way Decision Behind Zhou Huan's Appointment and Removal
Why did Meituan hire Zhou Huan in the first place? And why let him go now?
- Reasons for Hiring Him: The competition in the local services market (food delivery, in-store services) was fierce, and Meituan needed someone who could aggressively counter its rivals. Zhou Huan's aggressive nature fit this need, especially as competitors like Taobao entered Meituan's territory.
- Reasons for Letting Him Go: Recent incidents of "black PR" by Meituan—hiring companies to spread negative information about competitors and purchasing damaging data—not only violated PR ethics but also potentially crossed legal boundaries. With the country tightening regulations on corporate misconduct, continuing to use Zhou Huan would have increased the company's reputational risks and compliance costs (Meituan's stock price has already halved; another scandal could be devastating).
How Bad Is "Black PR"?
What exactly are Meituan's black PR practices? Why are they considered a serious issue?
- Conclusive Evidence: Two incidents have confirmed these practices: One company in Chengdu was found to have long-term been helping Meituan spread negative information about its competitors; media reports also exposed how Meituan used "research" as a cover to provide merchants with funds to collect negative data on Taobao's flash sales services, with internal documents proving the actions.
- The Harm: Proper public relations aims to explain a company's position and convey value, while black PR is about deliberately smearing competitors and manipulating public opinion. This casts doubt on all corporate communications, making it difficult to rebuild trust once it is lost.
The State Is Taking Action: No Room for Aggressive Public Relations
The state is becoming increasingly strict in regulating black PR:
- Policy Measures: In 2025, six departments will regulate black PR in the automotive industry; in 2026, the Cyberspace Administration of China will guide platforms to establish self-regulatory guidelines for dealing with corporate misconduct.
- Technological Factors: Social media makes information spread quickly and evidence is easily accessible (screenshotstext messages can serve as proof). Black PR efforts often backfire, as companies can be caught in the act (as with Meituan's internal documents being exposed by the media).
Where Should Public Relations Go From Here?
Zhou Huan's resignation is not the end of the story; companies need to make a real change:
- The Core of Public Relations: The focus should be on the public, not on attacking competitors. For example, Meituan has recently introduced measures like pausing deliveries during red lights and providing full coverage for riders' workplace injuries—these are examples of a more empathetic and responsible approach to PR.
- Corporate Transformation: Meituan is investing in AI models to improve its image. However, true change requires shifting the focus of public relations from attacking competitors to addressing user issues and fulfilling social responsibilities. After all, these platforms connect hundreds of millions of users and tens of thousands of businesses, and their actions have a significant impact; they can no longer afford to rely on aggressive tactics.
In Summary: Times have changed, and public relations must evolve from being a tool for attacking rivals to serving as a bridge between companies and the public, conveying warmth and value. Zhou Huan's departure marks the end of an aggressive era of public relations and the beginning of a more responsible approach.