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For immediate release. I really hope that means for immediate release for the rest of time for any brand.
及时发布，我真的希望从今往后企业可以及时停止，不要再做下去了。
See, press releases are ludicrous in this world that is giving a demonstration in a world is now working the room.
在当今社会，发布新闻稿实在是荒唐至极，现在人们都是口口相传，而不再需要你向全世界去公布什么新闻。
It blows my mind in 2009 that people are sending out press releases. Nobody gives a crap.
2009年了，人们还在发新闻稿，这太让我意外了，而且没有人会在意你说了什么。
So please corporations, brands do not employ people that write press releases for you. They absolutely have no impact in today's world.
所以请各大企业，各大品牌不要再雇佣员工来写新闻稿了，在当今社会，他们一点用处都没有。
Zero, zip, zilch！Please, I'm asking you stop it. Because what you have to understand is that storytelling is the way you build a brand
一丁点的用处都没有，所以请你们停止吧，你要明白我们建立品牌靠的是什么，靠的是品牌故事，
and storytelling is not dictating your story in a press release. Storytelling is a give-and-take.
讲故事不是让你在新闻发布会上大声念读你的故事，它是一种互相交换的过程。
Have you ever seen somebody give a good story? Yeah you're right duh. It's all encompassing like that big fat-ass Italian uncle
你有没有听过有人讲了一个非常美妙的故事，对你说的没错，就好像是你的意大利叔叔，一个囊括一切的死胖子，
who crushes it every time. There're a couple of glasses of Chianti. That's how your brand needs to be.
他每次都是如此，旁边还放着几杯基安蒂酒，你的品牌就应该这样。
Your brand needs to be a big fat-ass Italian uncle. You need to care and you need to be out there.
你的品牌就应该像你的意大利叔叔，你需要去给予它关怀，你需要去应对各种挑战。
You need to be authentic from the heart, not a cold-minded press release that means nothing to anybody.
你需要诚以待人，而不是去开一个冷冰冰的发布会，这对人们来说没有任何意义。
Hold on！The phone is ringing with Lizzie, you know AJ, so you know having a baby in seven days. I know I was in an intense video today.
等一下有电话进来，应该是丽兹，不是是AJ，没几天他们就有小孩了，我正说到兴头上，先不接。
Anyway, storytelling the same reason Walt Disney and Vince McMahon and Biggie Smalls and Tupac are the greatest of all time
言归正传，华特·迪士尼、文斯·麦克曼、聲名狼藉先生还有吐派克，他们通过讲故事来让自己大红大紫，
is the same way that your brand can be as well when you paint the picture of what your brand is
那么同样你的品牌也能够做到这一点，但你需要为你的品牌增添各种颜色，
and the way you do that in today's world is you get into the trenches and you paint that picture a million little times,
在当今社会，你需要进入这一模式当中，为你的品牌增添颜色，一定是多次，
not just one time and see the laziness of brands, because they want to send that press release or put their PR team on it
而不是一次成型的，那再看看一些做得不好的品牌，他们发新闻稿，他们用公关团队来做这些事情，
or spend eight billion dollars on a commercial or billboards or TV cause that's traditional is going to be the downfall of those brands
或是花80亿美金做电视广告，立广告牌等等，这些都是传统方法，这些品牌将走下坡路，
and the people that are in the trenches, answering their emails, getting involved in searching their name or at replies on Twitter,
而进入这一模式的品牌，他们会忙于回复电邮，增加品牌的搜索度，或是在“推特”上回复网友留言，
going into their Facebook fan page and creating interaction, going to events, meetups, caring.
或是进入“脸书”的公司页面与网友互动，参加活动或是会议，关怀你的用户等等。
They're the ones who are gonna win. They're telling their story every day, every second on a small level.
他们将取得最后的成功，他们每天都在小平台上讲述自己的故事，他们每分每秒都在这么做。
The people that are looking for the ROI and how many eyeballs are gonna happen, have no idea what's gonna hit them.
那些追求投资回报率，或是追求关注度的品牌绝对不知道迎接他们的是什么。
It's very exciting to me and I just really hope that I never get another press release in my inbox.
我非常欣喜的看到这些，我再也不希望在邮箱中看到新闻稿了。
Tell your story. Tell it every day and tell it from the heart. Make it authentic. Care.
讲述你的故事，每天讲述你的故事，真诚相待，从你的内心出发，关怀你的用户。
Don't bullshit. You have a business.
不要讲一些没用的话，那你的事业将会非常成功。
