PR Manager

Key Responsibilities:

1. Customer Complaints Management & Process Development

• Build and manage the customer complaints team, and develop standardized operating procedures (SOPs).
• Oversee complaint handling across all channels (online CS, App Store, social media, review platforms, etc.).
• Manage triage, escalation decisions, and resolution for complex or high-risk complaints.
• Establish a customer complaints data analysis system, produce regular review reports, and provide optimization recommendations.

2. Cross-Departmental Collaboration (Customer Service, Brand & Legal)

• Work with Customer Service and Brand teams to optimize frontline response scripts and improve handling efficiency.
• Collaborate with the Legal team to assess reputational risks and ensure all external responses are legally compliant.
• Develop unified response strategies for sensitive or potential crisis incidents.

3. Public Opinion Monitoring & Crisis Management

• Build and maintain a public opinion monitoring system covering social media, forums, news media, and review platforms.
• Identify potential risk-related public sentiment in real time, develop response plans, and drive execution.
• Lead response and post-incident review for major public opinion issues or crisis events.

4. External PR & Spokesperson Management

• Serve as one of the company’s official spokespersons for public opinion and customer complaint matters.
• Develop and centrally manage all external communication messaging (statements, replies, announcements, etc.) during public opinion incidents.
• Draft, review, and have final control over all external PR content to ensure accuracy, consistency, and alignment with brand tone.
• Lead external communication strategies during major public opinion or crisis events, including media responses, public statements, and support for executive communications.
• Support and participate in media relations, interview coordination, and necessary public appearances.

5. Brand Reputation Optimization

• Provide product, service, and brand improvement recommendations based on user feedback and public opinion data.
• Collaborate with the Brand/Marketing team to enhance user trust and strengthen brand image.

Requirements:

• Bachelor’s degree or above, preferably in Journalism, Communications, Public Relations, Marketing, or related fields.
• Minimum 3 years of relevant experience in public opinion management, major crisis PR, or corporate spokesperson roles. Team management experience is required.
• Strong familiarity with the public opinion ecosystem and rules of social media, app stores, and review platforms. Experience in building and implementing public opinion monitoring systems/tools is a must.
• Excellent crisis management and decision-making skills, able to make quick judgments under high pressure.
• Outstanding bilingual (Chinese & English) communication, negotiation, and presentation skills. Experience handling media interviews or overseas public opinion is highly preferred.
• Strong public speaking and content control abilities, capable of independently representing the company as spokesperson.
• Experience in Internet, FinTech, or Web3 industry is a plus.

Tagged as: Data Analysis