社交媒體時(shí)代的新聞與公關(guān)

The digital revolution will ultimately strengthenjournalism, but so far public relations has managedthe web far better.

數(shù)字革命最終會(huì)加強(qiáng)新聞業(yè)，但目前為止更擅長(zhǎng)經(jīng)營(yíng)web的是公共關(guān)系行業(yè)。

In the century in which PR has been an organisedtrade, the case for its importance in business hasbeen the establishment of reputation. Now, thespeed and ubiquity of digital communications bothmakes reputation more fragile — they can make achief executive history with a tweet — and allowscorporations and their leaders to develop their own channels, direct to consumers, without theintermediation of pesky reporters.

一個(gè)世紀(jì)以來，公關(guān)一直是個(gè)有組織的行當(dāng)，其在商界的重要性在于建立聲譽(yù)。如今，數(shù)字通信的快速和無所不在既令聲譽(yù)更加脆弱(發(fā)條推文就能讓一位首席執(zhí)行官成為歷史)，也讓企業(yè)及其領(lǐng)導(dǎo)人開辟直接面向消費(fèi)者的傳播渠道，跳過記者這一惱人的中間環(huán)節(jié)。

 

 

The power balance has shifted. “Brand journalism”, produced by corporations and institutionsand beamed direct to audiences through social media, is on the rise.

實(shí)力平衡發(fā)生了轉(zhuǎn)變。由企業(yè)和機(jī)構(gòu)制作，通過社交媒體直接發(fā)送給受眾的“品牌導(dǎo)向型新聞”正在興起。

Public relations people, often former journalists, now supply much more copy to cash-strapped, slimmed down newspapers. “Native advertising”, designed to look and read like thepublication into which it is inserted (with a discreet notice that it is sponsored), is a growingtrend: papers are now taking on teams of writers to craft the copy the advertisers want intheir outlet’s style.

公關(guān)人員往往從事過記者這行，如今他們向資金拮據(jù)、瘦身后的報(bào)紙輸送的新聞稿比以往多得多。“原生廣告”成為一種日益盛行的趨勢(shì)，這種廣告的版面設(shè)計(jì)和內(nèi)容跟所要插入的出版物風(fēng)格一致(只是在不顯眼的地方聲明其為贊助內(nèi)容)。報(bào)紙現(xiàn)在聘用寫作團(tuán)隊(duì)，根據(jù)各自的風(fēng)格為廣告商精心打造文稿。

Business leaders, especially the more visible ones, are being groomed to join “theconversation” — a 24-hour digital commons where corporate and institutional voices mustbe heard and seen — without the intercession of a journalist.

商界領(lǐng)袖，尤其是那些露面較多的領(lǐng)導(dǎo)者正接受專業(yè)培訓(xùn)，以便參加沒有記者干擾的“對(duì)話”——一個(gè)24小時(shí)的數(shù)字公地，企業(yè)和機(jī)構(gòu)的聲音必須被聽到、看到。

Some, such as Paul Polman, chief executive of Unilever, are public figures on issues (theenvironment in his case) beyond his corporation. In political communication as in corporatePR, the use of big data banks allow the identification of issues, concerns, habits and intentionsright down to an individual level. Campaigns are increasingly run through social media, in whichleaders as diverse as Barack Obama (re-elected in 2012) and India’s Narendra Modi (elected in2014) built and retained an apparently “personal” connection with their voter base.

有些企業(yè)領(lǐng)導(dǎo)，比如聯(lián)合利華首席執(zhí)行官保羅•波爾曼(Paul Polman)，已成為某些議題上的公眾人物(波爾曼關(guān)注的是環(huán)境問題)，其影響超出自己的公司。搞政治傳播與經(jīng)營(yíng)企業(yè)公關(guān)一樣，利用大數(shù)據(jù)庫(kù)可以識(shí)別議題、關(guān)切、習(xí)慣和意向，一直細(xì)化到個(gè)體層面。競(jìng)選活動(dòng)對(duì)社交媒體的運(yùn)用越來越多，各國(guó)領(lǐng)導(dǎo)人都在與自己的基礎(chǔ)選民建立并保持貌似“個(gè)人”的聯(lián)系，包括2012年獲得連任的巴拉克•奧巴馬(Barack Obama)，以及2014年當(dāng)選的印度總理納倫德拉•莫迪(Narendra Modi)。