Intro: Why I’m Writing About Public Communication & PR in China

Introduction

Ziyu is a Chinese actor and singer who rose to prominence in the summer of 2025 after starring in the hit web drama Revenged Love. On July 23, he became the focus of a public controversy, and since then, every move he has made—when he spoke, what he said, how he said it—has shown a level of judgment that’s rare in Chinese entertainment or brand PR.

He didn’t rush to fix his image. He didn’t hide behind vague statements. He handled a complicated situation with clarity and control. To me, it’s a full communication process that makes sense, holds together, and is worth unpacking.

I’m writing about decisions, not persona.

This series isn’t about whether Ziyu was right or wrong, or whether his public image can bounce back.

I’m interested in how choices were made at each point:
When to respond, how much to say, when to go quiet, when to reappear, and how to release emotion—all of these are public communication choices. And they’re surprisingly clear, even sharp.

That’s also where I see the overlap between PR and marketing at a deeper level:
Both come down to understanding what others are thinking, what they might do, and how to respond with purpose.

Posts in This Series

• Crisis Communication in China: Why Saying Nothing Is the Worst Option
• In a Crisis, What You Say Matters Less Than Who You Are When You Say It
• He Chose to Let Go of His Persona
• Why Not Talking About Success Is a Smarter Move in Crisis Communication
• He Didn’t Act Like a Charisma Demon—People Just Made Him One
• You Can’t Control the Narrative—But You Can Control What You Leave Out
• Crisis Communication: Protecting Image Assets
• Post-Crisis High Exposure: How It Shapes Public Opinion and Commercial Value

You can also find my latest thoughts on LinkedIn.

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