In China, What You Do Is What You Say — Especially When Localizing
Sam’s Club and Starbucks are making big localization moves in China — and people read these shifts as signals, not internal changes. This piece explains why.
Public Communication
This section explores how content strategy informs brand communication and crisis response.
Post-Crisis High Exposure: How It Shapes Public Opinion and Commercial Value
After a crisis, Ziyu stayed highly visible instead of retreating. What this means for reputation and brand value.
Crisis Communication: Protecting Image Assets
This Ziyu case study explores how to protect “non-negotiable” image assets in a PR crisis—and why preserving these traits matters for long-term brand value.
You Can’t Control the Narrative—But You Can Control What You Leave Out
In a crisis, you can’t fully control how others tell your story. Ziyu’s choice to leave things unsaid shows how intentional silence can keep the narrative in your hands.
He Didn’t Act Like a Charisma Demon—People Just Made Him One
Ziyu didn’t over-explain or push back during his public scandal—yet somehow, the public sided with him. This article explores how audience projection and strategic restraint created what many now call the “charisma demon” effect.
Intro: Why I’m Writing About Public Communication in China
How this series began, why it started with a celebrity crisis case, and how it later expanded into brand communication and expression in China.