顺丰王卫突然高调？论大佬形象，雷军才是公关鬼才！
就在昨天，阿里宣布收购申通作为小弟，这下作为物流老大哥的顺丰可谓是鸭梨山大。顺丰自身在2018年前三个季度的净利润只有29.77亿元，而中通的净利润已高达31.09亿元。再加上今年顺丰CEO王卫卸任了四家顺丰系企业法定代表人及执行董事职位，可以说是内忧不断，外患当头。
这下人送外号“王低调”的王卫终于不再低调，连顺丰内刊都不爱出现的他，也开始频频出现在大众面前。每一次顺丰发布大动作都有他，简直是猛刷存在感。
那么，问题就来了，CEO是到底是该高调呢还是该低调呢。
首先跟大家聊聊“王低调”这个人，70后，小平头，穿衬衫还不打领带，如果不是因为随身带着保镖，扔到人堆里根本分辨不出来。除了顺丰上市敲钟那次之外几乎不露面。
但也正是因为过于低调，随着京东物流和菜鸟的不断壮大，顺丰才陷入了如今的被动局面。这个时候就要表扬一下隔壁的小伙刘强东了，自从娶了自带热搜体质的“奶茶妹妹”，人家时不时的度个假，健个身，秀个恩爱，就能分分钟省去几百万、几千万的广告费。
在危机面前，“王低调”终于坐不住了，光光是去年8月份，就出现在大众面前4次。昨天，他又穿着敲钟那套行头，亮相顺丰新闻发布会。
要说个人IP打造得十分成功的，除了隔壁小刘还有对面的大叔雷军。他既能在发布会上凭着设计专利霸气怼友商，“友商如果不服气，也可以晒晒专利。”“友商的手机贼贵，但贵的不一定是最好的。”也能在微博坐拥两千多万的粉丝，有着非常强大的群众基础的他，可谓是科技圈最接地气的CEO。各种机场照、网友飞机偶遇照。奇怪的是，他出现的频率居然不会让人觉得厌烦。
还有他在印度发布会上的“神曲”——are you ok，成了b站上的鬼畜视频。但是雷军却毫无生气之意，小米公司还特意将这首“歌”做成了小米手机铃声。不得不说，这招真是厉害。分分钟拉近了CEO与“米粉”的距离。
按理来说，CEO是公司最大的一张王牌，往往是我们可望而不可即的人物。但是群众的力量也是强大的，想要在这个舆论世界中获得群众基础，“示弱”是一个非常高明的手段。雷军就是一个很好的例子（这哪是CEO，明明就是隔壁邻居家的中年大叔）。小米手机能有今天稳居中国第二的地位，与雷军的“接地气”的个人形象是分不开的。
CEO的个人形象往往关乎一家企业的成败，如果太过于追求完美的“人设”，那么“面具”一旦被揭开，信任的桥梁也会瞬间崩塌。有的时候，反而越“真实”越好，要学会恰如其分地刷存在感（省广告费的事情谁不想干？？），既不可太高调，容易引起反感，当然也不能太低调这样容易淡出群众的视线。
种种事件告诉我们，哪怕你只是一家初创公司的CEO，有公关意识也是非常重要的。
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