He Chose to Let Go of His Persona
Ziyu didn’t stall or defend himself. Instead, he recognized early on that his persona no longer made sense, chose to let it go, and started telling a different story.
Public Communication
In a Crisis, What You Say Matters Less Than Who You Are When You Say It
Crisis communication isn’t just about saying the right thing. It’s about knowing when, to whom, and from what identity you’re speaking.
Crisis Communication in China: Why Saying Nothing Is the Worst Option
Silence is still the default crisis response on many Chinese platforms. But when Chinese celebrity Ziyu broke that pattern, the structure of his reply offered something brands should study: presence, clarity, and timing.