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Hi, everybody it's Gary Vaynerchuk for garyvaynerchuk.com.
大家好我是加里，出自“garyvaynerchuk.com”网站。
And I want to talk about storytelling PR, you know branding, stuff I love of course.
我今天想聊一下公共关系，有关如何讲故事，以及如何创建品牌，这些是我比较感兴趣的。
I think there's way too many companies, it's starting to get obvious to me,
但我现在明显感觉有许多公司，
there's a lot of companies that really don't understand the importance of telling your own story,
许多公司不知道讲述自己品牌故事的重要意义，
the amount of brands and websites that I see being reactionary to, let's say, Techcrunch article
我发现许多品牌，许多网站对这些都比较保守，比如像“Techcrunch”，
or Mashable article, The Wall Street Journal or AdAge is baffling to me.
还有《华尔街日报》，“Mashable”“AdAge”等等文章，我感到非常困惑。
I don't understand in this day and age, let me phrase that I do understand most brands, corporate,
我不明白在当今世界，但我想在这里说一下，我知道多数品牌公司和企业，
structured companies have PR teams that are really playing by the old rules of PR.
还有许多职能比较细化的公司，他们都有自己的公关团队，但用的方法还是老一套。
PR is fundamentally changed. There's so much more authenticity in it,
公关已经在本质上发生了变化，它增添了许多真实性，
press releases are like doing smoke signals. Do you understand what I'm saying?
而所谓的新闻稿也就是个烟雾弹，懂我意思吗？
When you've got CEOs and personal brands and brands within companies, the "face" of tech company,
比如说你们的首席执行官是你们公司的个人品牌，内部品牌，科技公司的“招牌”
maybe it's a CFO, maybe it's a CTO whatever it may be.
或许是首席财务官，或者是首席技术官，不管是谁吧。
I don't understand why they think they need to have a filtered canned response to anything.
我不明白为什么他们要用固定模式来回答问题，
I don't understand when you launch a new product or a feature,
比如新品发布或是又出了什么新功能，
why they don't take a flip cam and just say hey, this is what we're doing I know some of you might not like this you know,
他们干嘛不拿着视频录制器，然后说这是我们的新产品，但知道肯定有人对它不满意，
directing the story, already knowing what the stumbling blocks.
你要将你的品牌故事引上另一条道路，你事先知道这条路艰难险阻。
I keep getting involved in these consulting pow wows over the last couple of weeks
最近几周我参加了不少研讨会，
where people like, we're gonna launch us we know what's gonna happen,
会上许多人讲我们要发布新产品了，对预期有了一定设想，
a couple of you aren't gonna like this, I'm gonna like that, but you know it's ninety-five percent better,
一定是有人喜欢有人不喜欢，但有95%都说好，
this, this five percent is gonna bother some of the original users.
那5%可能会让老顾客感到不悦。
I don't understand when they tell me, it's so real and they're coming from such a good place
我不明白当他们和我说的时候，那种感情绝对是发自内心的，是真实的，
and they don't want to hurt anybody, but they understand there might be a seven percent retention of anger over this little subtle thing
他们不想伤害任何人，但也有可能因为这不起眼的变化而招致愤恨。
I don't understand why they don't take a flip camera video and just say that
我不明白他们为什么不拿个摄像机把这些都说出来呢，
and when they launch it, when people sign on to their site, you know that pops up and they talk about it.
把视频放在官网，当顾客打开网站以后会看到这段谈话。
People are waiting for people to cry about it and they come out when they can't bullshit response.
人们其实是在等待有人吐槽，但他们发现自己没法吐槽。
It's just the whole thing is broken.
那这样就太糟糕了。
Communication is what keeps a marriage healthy, a relationship healthy.
交流可以促进婚姻健康发展，关系健康发展。
Be the first to communicate if you're a business or a brand and you'll always win.
如果你拥有自己的品牌，你一定要进行交流和沟通，这样你会百战百胜。
Wait for somebody else to tell your story and then you have to mold it is a losing proposition.
等着别人给你讲故事，然后你照猫画虎，那么你绝对会输。
Please rethink the way you handle PR in your company and here's the problem
所以重新考虑一下公司的公关工作，那么问题来了，
and I'm gonna get a lot of facts of it cause I have a lot of friends in PR.
因为我有许多朋友在公关部门，所以我知道的事情比较多。
A lot of them don't want you to rethink it when you bring this up, they're gonna kind of dance you know,
许多人不想让你重新考虑，一旦你提出了想法，他们就像“跳舞”一样，
they don't want to change their jobs because their jobs are changing.
他们不想改变他们的工作模式，因为他们的工作一直在改变之中。
Everybody who's in the PR business today has a different job than they did 24 months ago.
比起两年前，他们的工作内容有了翻天覆地的变化。
See you next time I'm garyvaynerchuk.com.
下次见，出自“garyvaynerchuk.com”网站。
