各界016B：PR：公關的苦與甜

每期汉字

Each issue of Chinese characters

邀约一嘉宾

Invite a guest.

我是如云

I am like a cloud.

我是高峰

I am Gaofeng.

您正在收听的是各界

You are listening to various circles.

以汉字引发行业内幕剖析

Analyzing industry insights triggered by Chinese characters.

解读行业

Interpret the industry

充盈汉字

Enriching Chinese characters

不装逼

Don't show off.

不犯贱

Don't act cheap.

体会别样人生

Experience a different life.

是什么引发了加班

What has triggered the overtime?

公关的午饭时间是如何被剥夺的

How the lunch hour for public relations was taken away.

难缠的甲方的终极形态是什么样子

What is the ultimate form of a difficult client like?

一个team伺候七八个甲方是怎样的体验

What is the experience of a team serving seven or eight clients?

处女座的杀伤力有多大

How powerful is the destructive force of Virgo?

欢迎收听本期各界

Welcome to this episode of Various Circles.

PR公关的苦与甜

The joys and sorrows of public relations.

之前也说了

I mentioned it before.

那个公关也是要做晚上的工作的

That public relations person also has to work at night.

我不止一次的看到丹和晚上在那个电脑前

I have seen Dan and the woman in front of that computer more than once in the evening.

笔跟不错的样子

The pen looks quite nice.

也不叫笔跟不错

It's not called a pen, but it's not bad.

就是敲打键盘的样子

It’s just the way of tapping on the keyboard.

现在也没有笔了

I don't have a pen now either.

对一直敲键盘

Keep typing on the keyboard.

嗯

Hmm.

就

just

就是公关其实加班是蛮严重的一个现象

In public relations, working overtime is actually a quite serious phenomenon.

在我们公司就有一句话

There is a saying in our company.

女生当男生用男生当牲口用

Girls act like boys, and boys are used like livestock.

牲口当什么用

What is livestock used for?

暂时不顾牲口

Temporarily neglect the livestock.

牲口还是当牲口

The livestock is still just livestock.

哦不对

Oh, that's not right.

牲口当老板用

The livestock is used as a boss.

是因为我已经辞职了

It's because I have already resigned.

反正我们我们也没说是什么公司

Anyway, we didn't specify what company it is.

然后其实因为公关涉及到的事情太繁杂了

Then, in fact, the matters involved in public relations are too complex.

比如说你白天要应对客户的

For example, you have to deal with clients during the day.

各种需求

Various needs

各种无理需求

Various unreasonable demands.

无理的需求

Unreasonable demands

然后你白天是没有你的时间来做你的基本的传播工作的

Then you don't have time during the day to do your basic communication work.

然后你只能是抽晚上的时间来

Then you can only take the time in the evening.

比如说你要写一个行业大稿

For example, if you want to write a major article about an industry.

或者是什么类型的

Or what type it is.

在单位里写不了了

I can't write at work anymore.

只能回来写

Can only come back to write.

对单位里因为比较恐怖了

It's quite scary in the unit.

多恐怖

How terrifying.

因为住在郊区吧

Because I live in the suburbs.

然后一到晚上那边就全都黑掉

Then everything over there goes dark as soon as it gets to night.

然后出那个车也不好打

Then it's also hard to get that car.

回家不方便

It's inconvenient to go home.

还是送吃们好

It's better to send food.

对

Yes

你最好就是先回了家

You might as well go home first.

然后再把笔记本摊开

Then spread out the notebook.

就各种安全

Regarding various safety aspects.

在家里敲字

Typing at home.

也不要那个晚上十二点钟回去啊

Don't go back at twelve o'clock that night either.

什么东西也没有

Nothing at all.

对的

That's right.

然后的话不是之前还说了

Then didn't we say that before?

有时候发布会

Sometimes the press conference.

早上开发布会

Morning press conference.

你晚上就得把稿子写出来啊

You have to finish writing the draft by tonight.

对的

That's right.

那也只能晚上改啊

Then it can only be changed at night.

特别改

Special modification

那就是有的时候

That is sometimes.

加班

Overtime

就是如果是开发布会

It's just that if it's a press conference.

是比较比较头疼的时候

It's a rather headache-inducing time.

有的时候晚上加班到一两点

Sometimes I work overtime until one or two in the morning.

这都是加量面饭

This is all extra portioned rice.

一两点

One or two points.

而且我们一般如果是客户就特别

Moreover, if we are generally clients, we are particularly...

那个叫什么

What is that called?

婆婆妈妈不对

Being overly concerned or meddlesome is not right.

龟毛

Picky or finicky.

对特别龟毛的客户

For especially meticulous clients.

就是形容处女座的那个

It describes Virgo.

如荫也是处女座

Shade is also a Virgo.

如果客户特别龟毛的话

If the customer is particularly fussy.

你有的时候连午饭都没有时间去吃

Sometimes you don't even have time to eat lunch.

那客户也不吃午饭

That client also doesn't have lunch.

客户吃午饭之前给你布置活了呀

The client assigned you tasks before having lunch.

他就吃午饭过来之后这样要啊

He just wants it like this after having lunch.

真坏

Really bad.

你这种有的时候真的是没有办法吃了

Sometimes it's really impossible to eat like this.

除非你就是想撩挑子不干

Unless you're just looking to flirt without doing anything.

你现在已经撩挑子不干了

You have already stopped playing around now.

我已经撩挑子好开心哦

I'm so happy that I've already chosen the right one!

好开心

So happy.

现在终于有时间来录这个播客了

Now I finally have time to record this podcast.

对的也是做了好久

That's right, it has been a long time.

本来很早就想来吐槽这个事情

I had wanted to complain about this issue for a long time.

对呀

That's right.

对有的时候就是你吃午饭的时间也没有

Sometimes you don't even have time to have lunch.

然后到了然后你就饿过劲

Then you get really hungry.

然后到了下午才会想起来

Then it would be remembered in the afternoon.

比如说甚至到了晚上才会想起来

For example, you might only remember it at night.

哎中午好像没吃饭

Oh, it seems I didn't have lunch.

我不对

I am not right.

应该是你肚子饿的时候想起来

It should be when you remember when you're hungry.

就是当时吃午饭的时候想起来

It was at lunchtime that I thought of it.

当时已经麻木了

At that time, I was already numb.

就是终于已经不在肚子上

It's finally no longer in the belly.

在电脑上的时候就已经感觉不到肚子了

When I'm on the computer, I can no longer feel my stomach.

这个真伤身体

This really hurts the body.

对在那个阶段感觉还是挺减肥的

At that stage, it still feels quite like losing weight.

所以有一段时间我就天天盯着那个蛋壳

So for a while, I just stared at that eggshell every day.

要每天吃重饭

You need to eat heavy meals every day.

每天吃重饭

Eat heavy meals every day.

也蛮好玩的

It's quite fun too.

对

Correct.

然后每次吃完重饭

Then, every time after eating a heavy meal.

要把拍完图片给我看

I want you to show me the pictures after you finish taking them.

对就是就是伴随着就是相当于无休止的加班吧

That's right, it's like endless overtime.

我对公关的热情

My passion for public relations.

就是从一开始

It's from the very beginning.

比如说是熊熊大伙

For example, it's a big bear gathering.

后来已经渐渐到一个小火苗

Later, it had gradually turned into a small flame.

然后一喷水就破掉了

Then it burst as soon as it was sprayed.

尤其是来了几个奇葩客户

Especially when several odd clients came.

那火苗就没有了

The flame has gone out.

后来我就是从服务IT类型的公司

Later, I started working for IT service companies.

然后转向了服务电商类型的公司

Then turned to service-oriented e-commerce companies.

电商

E-commerce

比如说苏宁网购

For example, Suning online shopping.

京东网购

JD.com online shopping

一号电网购

No. 1 Electric Grid Purchase

就各种blah blah网购公司

Just various blah blah online shopping companies.

淘宝天猫

Taobao Tmall

阿里巴巴

Alibaba

对的

That's right.

都把这些东西都数一遍

Count all these things once.

对的

That's right.

电商类型的公司的时候

When it comes to e-commerce companies.

我对公关的热情就是从那个刚刚的小火苗

My passion for public relations began as a small spark.

已经转到彻底没有火

It has already been completely extinguished.

没有火了

There is no fire.

结冰了

It has frozen.

对

Yes.

嗯

Hmm.

然后下面说一下

Then, let’s talk about the following.

我服务那个电商

I serve that e-commerce.

奇葩电商客户

Strange e-commerce customer

嗯

Uh-huh.

那个电商

That e-commerce.

其实它内部也挺乱的

In fact, it's quite chaotic inside.

嗯

Hmm.

它那个电商分了大概

It split its e-commerce division roughly.

比如说有食品类的线

For example, there are food-related lines.

小离时

Little Li Shi

食品类的线

Food category line

海鲜

Seafood

生鲜

Fresh produce

嗯

Hmm.

然后调味品啊

Then the seasonings.

就还有什么数码3C啊

What else is there in digital 3C?

就各种

Just various.

反正什么都做

Anyway, do anything.

对

Correct.

那个电商什么都做

That e-commerce platform does everything.

就各种产品线

Regarding various product lines.

对

Yes.

然后他们那边的客户

Then their clients over there

对接的客户也分了blah blah

The clients being connected have also been divided into blah blah.

一个这种产品线

A product line like this.

嗯

Hmm.

来区隔大概有七八个客户

There are probably seven or eight clients in the area.

就一个甲方

Just one party A.

它的

Its

它要我们要对接的客户

It wants us to connect with the clients.

就七八个人

Just seven or eight people.

哇塞

Wow!

那七八个就是

Those seven or eight are just...

一个管零食

A snack tube.

一个管食品

A food regulator

一个管数码

A digital management.

一个管那个衣服什么的

A person in charge of that clothing or something.

对

Correct.

大概就这样

That's about it.

哎呦

Oh

这么多客户

So many customers.

一个管进口食品

A person in charge of imported food.

就这种东西

Just this kind of thing.

一个人伺候七个客户

One person serves seven clients.

嗯

Hmm.

不是一个人伺候

It's not just one person serving.

七个甲方

Seven parties A

一个团队

A team

一个团队来伺候七个甲方

A team serves seven clients.

你们团队也没有七个人

Your team doesn't have seven people either.

我们团队

Our team

对

Yes.

因为我们团队有一部分是属于媒介

Because part of our team belongs to the media.

嗯

Hmm.

然后有一部分属于客户

Then there is a portion that belongs to the client.

但属于客户的话

But it belongs to the client.

还有一部分是属于新媒体的人

There is also a part that belongs to the new media people.

新媒体是什么

What is new media?

新媒体就比如说微博微信这些

New media refers to platforms like Weibo and WeChat.

操纵

Manipulation

就是运营微博微信的

It is about operating Weibo and WeChat.

就是那种2.0

It's that kind of 2.0.

就是对

That’s right.

就是新媒体

It is new media.

然后

Then

当时我们加起来大概也没有七八个人

At that time, there were probably only about seven or eight of us in total.

加起来就是四五个人

In total, it's about four or five people.

所以有的人

So some people

有的

Some.

有的团队成员

Some team members

他就必须一个人要应付两个到三个的客户

He has to handle two to three clients by himself.

哇

Wow

而且这个客户特别贵貌

Moreover, this customer is especially expensive.

特别繁杂

Especially complicated.

是处女座吗

Are you a Virgo?

哎

Sigh.

果然我对这个客户也是处女座

Sure enough, I also have a Virgo affinity for this client.

这么惨

So miserable.

嗯

Mm.

现在已经是处女月了

It is already the month of the virgin.

我们录音的时候是处女月

We recorded during the month of the virgin.

嗯

Um.

大家各位

Everyone,各位.

处女朋友们

Virgo girlfriends

生日快乐

Happy Birthday!

处女朋友们

Virgins

处女座朋友们

Virgo friends

所以说处女座还挺不好惹的

So it's said that Virgos are quite difficult to deal with.

千万不要惹处女座

Never provoke a Virgo.

我深有体会

I deeply understand.

比如说

For example

比如说我服务的那个客户

For example, the client I serve.

他是一个处女座

He is a Virgo.

嗯

Um.

然后呢

And then?

他他又特别的乖

He is also particularly well-behaved.

这个乖是怎么说呢

How do you say this "obedient"?

是他特别听他领导的话

He特别 listens to what his leader says.

就是领导让他做什么

It's just that the leader asked him to do something.

他就立马做什么

He immediately does something.

嗯

Hmm.

他立马做什么

What did he do right away?

就是指

It refers to.

让我们立马

Let's do it immediately.

立马让你们做什么

What do you want me to do right away?

对

Yes.

他就什么都不要做

He just doesn't want to do anything.

对的

That's right.

哦

Oh

他要做什么

What does he want to do?

就否定你们创意吗

Are you denying your creativity?

对

Yes.

他可以说这个不做

He can say that he won't do this.

这个不做

This is not done.

你们再重新给我想创意

You all think of new ideas for me again.

然后你们头上就冒出两个字

Then two characters will appear above your heads.

你妹

Your sister.

他妹好惨

His sister is so unfortunate.

嗯

Hmm.

对

Correct.

然后其实

Then actually

对

Yes

这样说就是甲方一直被乙方骂

This means that Party A has been constantly scolded by Party B.

乙方一直被顶方骂

Party B has always been scolded by Party A.

这骂都是安定语骂

This curse is all stable language cursing.

嗯

Hmm.

然后

Then

现在可以再播放了

It can be played again now.

不可以骂了

No more cursing.

反正他也听不到

Anyway, he can't hear it.

这个处女座客户

This Virgo client.

他嗯

He um.

其实他是我觉得他是一个挺嗯

Actually, I think he is quite, um...

不能他说是一个坏人

He can't say that he is a bad person.

他是一个比较也是特别兢兢业业

He is someone who is quite diligent and particularly conscientious.

对工作清清恳恳

Be sincere and honest towards work.

特别有进取心的一个人

A person who is particularly enterprising.

所以呢

So,

一旦你的甲方客户有进取心

Once your client on the A side is ambitious.

然后服务你的乙方就会比较受罪

Then your service provider will have a harder time.

对嗯

Yes.

比如说其他的甲方都已经下班了

For example, other parties have already clocked out.

而你他还没那个甲方没下班

And he hasn't finished work yet as the client.

那个甲方他没下班

The client hasn't gotten off work yet.

然后所以你就不能下班了

Then you can't get off work.

嗯

Hmm.

这个时候你最好就是乖乖待在公司

At this time, it's best for you to stay at the company obediently.

也不要先回家

Don't go home first either.

嗯

Hmm.

先回家

Go home first.

免得他找不到你

So that he can't find you.

免得他一找你发现你不在线上

So that he doesn't find you not online when he looks for you.

就发表了

Just published.

对的

That's right.

然后这个处女座客户真的是怎么说呀

So what did this Virgo client really say?

哎呀

Oh dear.

都无法去回忆这件事情

Can't recall this matter at all.

我都不想去回忆

I don't want to remember at all.

蛋壳都不想回忆这个事情了

The egg shell doesn't want to recall this matter anymore.

就看蛋壳摔手机都摔了好多次

It just shows that Eggshell has dropped the phone many times.

不过手机还没摔裂屏

However, the phone has not cracked the screen yet.

这是个奇迹

This is a miracle.

因为那个手机是公司抓的

Because that phone was confiscated by the company.

不是我不是我正常用的那个手机

It's not my phone that I usually use.

既然摔这么多个手机了

Since I've dropped so many phones already.

多次都会摔裂屏

It often breaks the screen.

嗯

Hmm.

然后那个客户真的是

Then that customer really is

嗯

Hmm.

比如说他要传播一个什么事件

For example, he wants to spread a certain event.

嗯

Hmm.

他要提前两个月

He wants to do it two months in advance.

就要跟你要一个整体的传播方案

I need a comprehensive communication plan from you.

哎两个月之前

Ah, two months ago.

两个月

Two months

重点是你在两个月之后发生什么社会热点

The focus is on what social hotspots will occur two months from now.

都不知道

Don't know at all.

都不能放进去

Cannot be put in.

哪个事情是热点

Which issue is a hot topic?

你你也不知道

You don't know either.

你就没法结合事情来揭示传播

You cannot reveal communication by combining things.

嗯

Hmm.

你这是个要

You want this.

这时候要一个方案真的是比较奇葩的

At this moment, asking for a plan is really quite unusual.

方案要与时俱进

The plan must keep up with the times.

对的

Yes.

因为你他要的只是一个

Because what he wants is just one.

一个小的阶段性的项目的方案

A plan for a small phased project.

不过是一个全年性规

It's just a year-round regulation.

全年性规划

Year-round planning

嗯

Hmm.

全年性规划得提前两个月

The annual plan needs to be prepared two months in advance.

对提前两个月

Two months in advance.

两三个月差不多

About two to three months.

他只是这个东西是不是只传播两个礼拜

Is this thing only transmitted for two weeks?

传播一个礼拜

Spread for a week.

传播一个礼拜的东西

Things that have been spread for a week.

对他就要提前两个月的方案

A plan for him should be prepared two months in advance.

就提前两个月的方案

The plan proposed two months in advance.

哎

Sigh.

所以当时真的是

So at that time it was really

神经病

Nervous breakdown.

就各种网上堆板

Just various online platforms.

各种堆砌

Various accumulations

然后

Then

那也没用啊

That's useless too.

没有用

No use.

真的是方案写完之后

It really is after the plan is completed.

费了也是费了大半年劲

It took a good half a year of effort.

写完以后他给你否决

After finishing it, he will veto you.

就否定

Just deny.

他在传播的时候

When he was spreading it.

哎

Sigh.

这个方案就不用了

This plan is no longer needed.

嗯

Hmm.

他那边有个新的想法

He has a new idea over there.

就按他的想法来

Let's do it according to his idea.

他怎么不早点有新的想法

Why didn't he have new ideas earlier?

这个想法估计也是他领导的想法

This idea is probably also the idea of his leader.

好吧

Okay.

哎

Sigh.

嗯

Hmm.

然后

Then

小事不断的甲方是如何虐待乙方的

How the client constantly abuses the contractor over trivial matters.

KOL是如何躺着赚钱的

How do KOLs make money while lying down?

KOL和甲方公司是如何折腾公关人的

How KOLs and the client company are making things difficult for PR professionals.

一些公关稿是如何在网上大范围传播的

How some press releases are widely disseminated online.

网络垃圾是如何产生的

How is internet junk generated?

公关人火力全开是什么样子

What does a public relations person's full-fire mode look like?

穷批客户是如何消磨公关人的自我认同感的

How impoverished clients undermine the self-identity of public relations professionals.

欢迎收听本期各界PR公关的苦与甜

Welcome to this episode of the joys and sorrows of PR professionals from various fields.

如果服务店

If it's a service shop

就是我们服务的这个电商型客户

It is this e-commerce client that we are serving.

然后他军的是

Then he is in the army.

是小事特别多

There are a lot of trivial matters.

嗯

Hmm.

大概一个礼拜会有两三个项目并行

There will be two or three projects running concurrently every week.

项目

Project

对

Yes.

比如说哎

For example, ah.

到哪个大初月了

Which big full moon has arrived?

哎

Sigh.

要出销了

Ready to be sold.

要出销什么

What do you want to sell?

呃

Uh.

水米

Water rice

水米油盐酱醋茶之类的东西

Things like water, rice,油, salt, soy sauce, vinegar, and tea.

然后又要出销糖果

Then we have to sell candy again.

又要出销服装

Again going to sell clothing.

哎

Sigh.

就这种东西

Just this kind of thing.

就一个礼拜出销三样东西

In just one week, three items were sold.

嗯

Hmm.

反正每个礼拜都有出销的东西

Anyway, there is something sold every week.

有的时候还会出销震动棒

Sometimes, vibrating rods will also be sold.

震动棒

Vibrator

东西特别多

There are a lot of things.

哎呦

Oh no.

然后

Then

所以就是几乎有的时候就是整组人每天都要加班加班加班加班

So there are almost times when the whole team has to work overtime every day.

嗯

Hmm.

就把各种小东西全部写出来

Just write down all the little things.

对

Correct.

比如说

For example

呃

Uh

一个因为你你一个人要呃掌握这个

One person needs to grasp this because of you.

如果你要主管负责这个项目的话

If you want the supervisor to be responsible for this project.

你要自己掌握着你看他的那个web1.0新闻稿行业稿深度稿之类的传播

You need to take control of the dissemination of those web 1.0 press releases and industry articles that you are looking at.

你还要来做那个微博微信方面的传播

You still need to do the promotion on Weibo and WeChat.

你微博微信除了自己官官方微博微信传播

Your Weibo and WeChat are disseminated in addition to your official Weibo and WeChat accounts.

你还要管那些行业QOL微博微信的传播

You still need to manage the dissemination of QOL on Weibo and WeChat in those industries.

有些QOL他们的微博微信

Some QOLs, their Weibo and WeChat.

他们他们不不会自己来写

They won't write it themselves.

必须是公关公司来提供内容

It must be a PR agency to provide the content.

他们来发

They come to deliver.

他们什么都什么都不要做

They don't want to do anything at all.

然后就拿拿你的公安稿来发

Then just take your public security draft and send it out.

对有很多KOL只是来发

Many KOLs are just here to post.

嗯

Hmm.

来发一下稿子

Please send the draft.

他们就会得到

They will get.

价格不菲的报酬

A handsome reward.

那也挺乱的

That's quite messy too.

嗯

Um.

比较乱象

Relatively chaotic phenomenon.

就是说如果

That is to say, if

如果他们有一定知名度

If they have a certain level of fame.

他就可以接广告了

He can take on advertisements now.

接的广告也不要他自己写

The ads he takes on should not be written by him either.

也不算广告

It's not really an advertisement either.

就算公关稿

Even if it's a press release.

也算公关稿

It can also be considered a public relations article.

嗯

Hmm.

对

Yes.

就他们自己

Just themselves.

而且他们使得非常严

And they make it very strict.

如果太硬的话

If it's too hard.

他们还不发

They haven't sent it yet.

太硬还不发

Too hard and still won't come out.

太硬会影响他们的那个

Being too hard will affect their performance.

品牌形象

Brand image

他们会掉粉

They will lose followers.

对掉粉

Losing followers.

然后所以他们就会打回来我们公关公司

Then they will fight back against our PR company.

再改

Change again.

然后再给他们确认了才可以发

Then they can only be sent out after confirming with them.

确认的话

Confirming words.

你要先给客户确认

You need to confirm with the client first.

客户确认了

The client has confirmed.

你再给KOL确认

Please confirm with the KOL again.

嗯

Hmm.

两方确认之后才可以发

It can only be sent after both parties confirm.

然后发出来以后

Then after it is released.

网上出现大好多好多这样的稿件

Many such articles have appeared online.

嗯

Hmm.

对

Yes.

就发了之后

After it was sent.

发了也没人看

No one looks even after it's sent.

对比如说KOL发出来

For example, what a KOL posts.

你就可以让行业大号来

You can have industry big shots come in.

再来发这个

Send this again.

嗯

Hmm.

就转发

Just forward.

对

Yes.

互相转发

Mutual forwarding.

对微信其实也可以转发的

You can actually forward it on WeChat too.

就是转来转去特别无聊

It's just really boring to go around in circles.

然后造出一大堆的那个网络软件什么的

Then create a large amount of that kind of network software and so on.

对

Correct.

就在服务电商的时候

Just when serving the e-commerce.

我虽然每天都在忙

Although I am busy every day

但每天制作都是网络垃圾

But every day the production is just internet junk.

对什么都

Regardless of anything.

就没多少人看

So not many people watch.

我觉得那东西

I think that thing.

嗯

Hmm.

是没有人

There is no one.

客户会看

The customer will see.

除了客户

Besides the customer.

我们都不想看那些东西

We all don't want to see those things.

写出这文章的人都不想看这文章

The people who wrote this article do not want to read it.

你说

You say.

都是真的是写的调土

It really is about writing and mixing soil.

对

Yes.

在那个

In that

我服务一个那个客户的阶段

I am serving that client's stage.

让那个

Let that.

我服务的那个客户

The client I served.

有项目进行的阶段

Stage of a project in progress.

我相当于一个人写新闻稿

I am equivalent to a person writing a press release.

行业稿

Industry article

嗯

Hmm.

活动稿

Event Script

嗯

Uh-huh.

然后写微博

Then write a Weibo post.

对

Yes.

微博的那个

That Weibo one.

微博长图

Weibo long image

对自己做微博长图

Create a long Weibo image for yourself.

还自己做微博长图

Still making long Weibo images by myself.

对

Yes.

然后自己写微信文章

Then write a WeChat article by yourself.

自己在做微信的头图啊

I'm making a header image for WeChat myself.

什么配图啊

What accompanying image?

什么都要自己做

Everything has to be done by myself.

然后又要找KOL

Then you have to find KOLs again.

微博KOL

Weibo KOL

微信KOL

WeChat KOL (Key Opinion Leader)

嗯

Hmm.

然后再来盯着他们来发布

Then come back to watch them release.

嗯

Hmm.

当时真的是有想死的感觉

At that time, I really felt like dying.

对

Yes.

这个时候

At this time

那时候我就是看着蛋壳在做这些事情

At that time, I was just watching the eggshell do these things.

因为我们当时的

Because of what we had at that time.

我们team的人员

The members of our team.

不是很多

Not much.

然后每个人都在忙

Then everyone is busy.

然后

Then

嗯

Um.

我也没有其他的

I don't have anything else either.

就是相当于

That is equivalent to.

没有其他的人同事来

No other colleagues came.

帮忙

Help me.

可以帮我做这个事情

Can you help me with this?

所以只能是我自己来做

So it can only be me who does it.

不是据说还有个实习生吗

Isn't there supposed to be an intern?

写出来的东西还不如你自己写

What is written down is not as good as what you write yourself.

哎

Sigh.

对

Yes.

一会再说实习生的问题吧

Let's talk about the intern issue later.

然后

Then

嗯

Uh-huh.

真的是

Really is.

所以当时是艺人

So at that time, I was an artist.

相当于真的是身兼数职

It is equivalent to truly holding multiple positions.

嗯

Hmm.

就是想要死的感觉

It's the feeling of wanting to die.

哦

Oh

还要对接那个很贵貌的客户

Still need to connect with that very expensive-looking client.

哦

Oh

贵貌客户

Esteemed customer

嗯

Hmm.

据说那个客户还挺穷的

It is said that that client is quite poor.

那个

That one.

如果和你们那个之前服务的那个大型的那个什么电子产品生产公司什么开发部会都一票难求的那个公司来比还是挺穷的

Compared to your previously served large electronic product manufacturing company's development department, it’s still quite poor.

哎

Sigh.

对

Correct.

然后现在这个客户真的是一个比较穷的穷逼吧

And now this client really is quite a poor person.

嗯

Hmm.

然后像他

Then like him.

因为他现在一个项目的一个项目的资金大概是之前那个项目资金的

Because the funding for his current project is approximately the same as the funding for the previous project.

1%吧

1%吧

啊

Ah

就说1%也是

Just saying 1% as well.

就是把就是他们我的花费是之前项目花费的1%

It means that my expenses are 1% of the previous project expenses.

但是他还是

But he still

但是他们要

But they want to.

数量级还是挺大

The magnitude is still quite large.

对他们要各种杂事特别多

They have to deal with a lot of various miscellaneous tasks.

嗯

Hmm.

你要把他的这1%的钱还要用到最大效用最大

You need to make the most effective use of that 1% of his money.

各种杂事

Various miscellaneous tasks.

嗯

Mm.

比那个比那个大型的那个企业还要做的事情要多是吧

There are more things to do than that larger enterprise, right?

做的事情多

Doing a lot of things.

然后他们给我们的钱又少

Then the money they gave us was less.

嗯

Uh-huh.

我们就真的是相当于他的全职保姆免费的全职保姆

We are really equivalent to his full-time nanny, a free full-time nanny.

免

Exempt.

哎

Sigh.

又收费了

Charged again.

收一点点相当于没收

Receiving a little bit is equivalent to confiscating it.

差给了供应商

The difference was given to the supplier.

哈哈哈

Haha!

这么想选给供应商自己

This way, I want to choose for the suppliers themselves.

哎呀

Oh dear.

对

Yes.

然后虽然当时觉得特别累

Although I felt really tired at that time.

但感觉当时也是特别锻炼我自己的一个是几个阶段吧

But it feels like it was a special exercise for myself, a process with several stages.

啊

Ah

不管是在应对客户方面还是供应商谈判或者是自己的那个写文章的水平方面也真的是效率方面和整体质量方面都有特别大的提升

Whether it's in dealing with clients, negotiating with suppliers, or improving my writing skills, there has been a significant enhancement in efficiency and overall quality.

对

Yes

所以我也特别感谢这位宠作的客户

So I am especially grateful to this client who spoiled me.

大家想想一天一个礼拜要做两三个项目

Everyone think about doing two to three projects a week.

嗯

Okay.

然后还要什么上下游啊

Then what else do we need in terms of upstream and downstream?

什么客户啊

What kind of client is it?

媒体啊

Media ah

您都要去联系啊

You all need to contact, huh?

嗯

Hmm.

哎呀

Oh dear.

每天投大的要命

Every day is a big deal.

重点是有些KL的资源你没有设计到

The key point is that there are some KL resources that you haven't designed for.

你还要自己去开发

You still need to develop it yourself.

对

Yes.

然后那上面各种基本上各种人的电话

Then there are basically all kinds of people's phone numbers up there.

各种名人电话都有

There are phone numbers of various celebrities.

哎呀

Oh dear!

对

Yes.

什么微博各种红人电话都有

What kind of celebrities' phone numbers are there on Weibo?

各种红人的收费标准

Charging standards for various influencers.

收费标准也有

There are also charge standards.

哎呀

Oh dear.

微博微信被软文全方面占领后失去的是什么

What has been lost after Weibo and WeChat were completely taken over by soft advertising?

识别软文的火眼金金是如何炼成的

How the discerning eye for identifying promotional articles is cultivated.

公关的末路在这里

The end of public relations is here.

公关的末路在哪里

Where is the dead end of public relations?

公关人晋升的瓶颈在哪里

Where are the bottlenecks in the promotion of public relations professionals?

四十岁的公关人为什么会无所适从

Why is a forty-year-old public relations professional at a loss?

媒体人和公关是怎样互相往来的

How do media professionals and public relations interact with each other?

策划和执行一个绝妙的idea会有怎样的成就感

What a sense of achievement it would be to plan and execute a brilliant idea.

欢迎收听本期各界PR公关的苦与甜

Welcome to this episode of the joys and struggles of PR professionals from all walks of life.

嗯

Hmm.

其实相当于现在我真觉得微博和微信都

In fact, I really feel that Weibo and WeChat are quite similar to now.

嗯

Hmm.

没有什么特别

Nothing special.

就没有什么生气了

Then there's nothing to be angry about.

我感觉

I feel.

对

Correct.

就玩玩死了

Just playing around and died.

就不知道是下一个东西会在哪儿

I just don't know where the next thing will be.

因为微博微信的话全部都是那些软文啊广告什么的东西

Because the posts on Weibo and WeChat are all those soft articles and advertisements.

就我我看到这些东西都没有想往上看下去的一往

From what I've seen, I have no desire to look up or down any further.

嗯

Hmm.

我也是只要开头一有那种要植入产品信息的苗头

As long as there's a hint of product placement at the beginning, I'm also in.

我就就彻底就不看了

I will completely stop watching it.

哈哈哈

Hahaha

因为写了这么多年的公关稿

Because I have been writing public relations materials for so many years.

你一看看第一段就能知道这是不是有植入的

As soon as you look at the first paragraph, you'll know if there's any product placement.

有时候看标题也能看出来

Sometimes you can tell just by looking at the title.

看标题就是没有植入

Just by looking at the title, there is no implantation.

嗯

Hmm.

然后

Then

嗯

Hmm.

然后所以现在就是服务了it类型的行业客户

So now it is serving clients in the IT industry.

又服务了电商的规模客户之后

After serving large-scale clients in e-commerce,

我就彻底跟着彻底一盆冷水浇下来

I was completely drenched with a bucket of cold water.

对一桶冰水浇下来

Pour a bucket of ice water over.

对然后就彻底然后就感觉还是放弃这个行业比较好

Then I completely felt that it would be better to give up this industry.

嗯

Hmm.

因为当时也是和有很多同事来探讨这个公关人的末路在哪里

Because at that time, I was also discussing with many colleagues where the end of a public relations person's career might be.

对末路

On the road to nowhere.

嗯

Hmm.

对因为你看到现在的公关人

Because you see the current public relations person.

他大概都是八十八八零后为主力

He is probably mainly supported by those born in the 1980s and 1990s.

八零后

Post-80s

对如果是有三四十岁以上的公关人

If it's a PR person over thirty or forty years old.

你们很少看到有四十岁以上的公关人会分站在公关一线

You rarely see public relations professionals over the age of forty standing on the front lines of PR.

这个是很少的

This is very rare.

就是没有老人

There are just no elderly people.

就没有中年人

There are no middle-aged people.

如果四十岁以上是老人的话

If those over forty are considered elderly.

那边常说

They often say over there.

对就是四十岁以上

Yes, that's over forty years old.

大家他们大概嗯都是总监级别或者是总经理

They are probably all at the director level or general manager level.

嗯嗯嗯

Hmm hmm hmm.

总监总级就是属于什么事都不干的那种

The director is the kind of person who doesn't do anything at all.

他们要做BD

They want to do business development.

他们要来开拓客户的

They are here to develop clients.

开拓客户

Develop customers.

但相当于持相对于执行来说他们会比较相相对轻松一些吧

But compared to execution, they would be relatively easier, right?

这和IT也有点像

This is somewhat similar to IT.

我觉得嗯

I think um.

就就是老

Just old.

就人稍微老了以后

When a person gets a little older.

就是没有这些

It's just that there are none of these.

通脑风暴也风暴不起来了

The brainstorming session can't even get off the ground.

嗯

Hmm.

就是什么香港能力需要能力还在

It's just that the ability needed in Hong Kong is still there.

但是就不能通脑风暴想不出什么好的点子了

But we can't brainstorm and come up with any good ideas.

对他们也不屑于来做这些经验了

They also disdain doing these experiments.

基本的日常还不屑

Basic daily routines are still looked down upon.

工作

Work

对因为他们的年龄和资历都已经在那边

Because their age and qualifications are already over there.

他们有一部分人就是

Some of them are just

晋升嘛

Promotion.

相当于晋升到了管理层

Equivalent to being promoted to management level.

但你想一个公司他的管理层的职位毕竟是有限

But if you think about it, the positions in a company's management are ultimately limited.

肯定是

Definitely.

但那些好多就是一茬一茬的公关人已经成长起来了

But many of those public relations people have already grown up in waves.

他们都到三四十岁之后

They are all in their thirties and forties.

很多真的是很

A lot is really very.

我看过一篇文章就是谈公关人陌路的

I read an article discussing public relations professionals and their loneliness.

他们真的是觉得他们自己无所事事

They really feel that they are doing nothing.

对如果是他要升的话

If it is him who wants to be promoted.

你再升上去的话

If you go up again.

可能会有公司的岗位就没有这么多

There may not be as many positions available in the company.

管理层

Management team

他们如果晋升的话会有一个很大的瓶颈

If they get promoted, there will be a significant bottleneck.

嗯

Yes.

如果继续做的话

If we keep doing it...

他们觉得也特别累

They feel particularly tired too.

而且他们会有一些家庭负担

Moreover, they will have some family responsibilities.

就不像80后家庭负担会小一些

It's just that the burden on families born in the 80s would be somewhat smaller.

对

Yes.

虽然公关相对于其他行业来说

Although public relations is relatively...

工资高那么稍微一丢丢

The salary is high, so just a little bit of a drop.

一丢丢

A tiny bit.

对但是那个累人的

Yes, but that is exhausting.

累人程度可不是高那么一丢丢

The level of exhaustion is not just a little bit high.

累人程度是要死人的

The level of fatigue is enough to kill.

对那是要死人

That will kill someone.

每天有一天晚上就是写稿子写到凌晨

Every night there comes a time when I write articles until the early morning.

还没写完

Not finished yet.

然后得睡一觉

Then I need to take a nap.

睡一觉

Take a nap.

然后第二天早上五六点就开始再写

Then the next morning, I started writing again around five or six o'clock.

因为清醒一下再继续写

Because I need to wake up a bit before continuing to write.

因为10点你要到单位得把东西交了

Because you need to arrive at work by 10 o'clock to submit the items.

对

Correct.

你们公关都是10点上班

Your public relations team starts work at 10 o'clock.

没有我们公司规定是9点上班

There is no company policy that states work starts at 9 o'clock.

但10点之后才算迟到

But it is only considered late after 10 o'clock.

10点之后才算迟到

Being late only counts after 10 o'clock.

那就10点上班

Then let's start work at 10 o'clock.

嗯

Hmm.

但是无底线

But there are no bottom lines.

嗯

Hmm.

如果就是这一辈就是如果是晋升到40岁以上的人

If this lifetime is about those who are promoted to over 40 years old.

他们真的是觉得自己无所适从

They really feel lost and unsure of what to do.

有些人在25或者是30岁出头

Some people are in their mid-20s or early 30s.

就会想自己的今后的出路在哪里

I will wonder where my future path lies.

然后也可能会被累死

Then it could also lead to being exhausted to death.

对就是公关或广告人猝死的事件真的是不在

Yes, events of public relations or advertising professionals suddenly dying really do not exist.

然后各种疾病

Then various diseases.

对然后就记得之前新闻酸菜馆的丁丁

Then I remember Ding Ding from the pickled cabbage restaurant in the news before.

嗯

Hmm.

然后就提到说我们好朋友丁丁

Then it mentioned our good friend Ding Ding.

对的丁丁

That's right, Ding Ding.

然后有提到媒体人会有跳槽做公关

It was mentioned that media professionals might switch careers to work in public relations.

但我这边想说就是很多公关人也会跳槽做媒体

But I want to say that many PR people will also switch to media.

就是媒体媒体人看来好多媒体人跳到公关里面去了

It seems that many media professionals have jumped into public relations.

嗯

Hmm.

公关人看起来好多媒体人跳到公关

It seems that many media people have jumped into public relations.

好多公关跳到媒体里面

Many public relations professionals have jumped into the media.

对其实公关和媒体很多人就是跳来跳去的

In fact, many people in public relations and media just hop from one to another.

像我也有一个同事

I also have a colleague.

他就是之前是做特别牛逼的时尚类型的媒体

He used to work for a particularly impressive fashion media.

嗯

Hmm.

时尚杂志的媒体

Fashion magazine media

然后呢不知道他脑子怎么抽了一下

Then, I don't know what got into his head.

然后来做公关了

Then came to do public relations.

抽了一下还行

It's okay after taking a drag.

他现在其实也挺迷茫的

He is quite confused right now as well.

因为他那个做媒体的时候手上有点资源

Because he had some resources when he was in the media.

媒体有资源

The media has resources.

而且他会做几个比较漂亮的项目出来

And he will create several pretty impressive projects.

如果你做公关

If you do public relations.

尤其是服务电商行业

Especially in the service e-commerce industry.

嗯

Hmm.

如果你的电商行业过于固执和死板的话

If your e-commerce industry is too stubborn and rigid, then...

你做不出什么漂亮的项目出来

You can't produce any impressive projects.

你对你自己的那种自我认同也会降低很多

Your self-identity will also decrease significantly.

就是存在感也没有了

The sense of presence is gone too.

对存在感会降低

The sense of presence will be diminished.

而且你就找不到什么荣誉感和战术感

Moreover, you can't find any sense of honor or tactical awareness.

成就感也没有了

The sense of achievement is gone as well.

都没有

None at all.

所以这个对就是寻找成就感也是让我心灰意冷的一大原因

So this pursuit of a sense of achievement is also a major reason that makes me feel dejected.

就是让很多公关人现在比较迷茫的一个阶段

This is a stage that makes many PR professionals feel quite lost.

所以说还是服务大型的公司比较好

So it's better to serve large companies.

你服务那个大型电子公司的话

If you serve that large electronics company

你成就感是挺大的

You have a strong sense of achievement.

对

Correct.

比如说一个发布会成功了

For example, a press conference was successful.

然后一个发布会都是你们一个团队一手操办的

Then a press conference is entirely organized by your team.

嗯

Uh-huh.

联系人都是你们联系的

The contacts are all the ones you have been in touch with.

嗯

Hmm.

还接机

Also picking up passengers.

什么飞机票也是你们找第三方来订的

What airline tickets are also booked by you through a third party?

嗯

Yeah.

就所有的事情都是你们一手把完成起来的

All the things have been completed by you all.

所有的人都是你们找来的

Everyone is someone you found.

嗯

Hmm.

媒体也是你们找来的

The media was also brought in by you.

嗯

Hmm.

公关稿也是你们发的

The press release was also sent by you.

嗯

Um.

然后所有的事情都是你们做的

Then everything was done by you.

嗯

Hmm.

然后感觉就是作为一件很大很大的一件事情

Then it feels like a very, very big deal.

嗯

Hmm.

就把一个场地也是你们租的肯定

It must be that the venue is also rented by you.

哎呀你说的都是平常啊

Oh, what you said is all very ordinary.

对啊

Yeah.

这件事情只是日常的基本形象

This matter is just a basic daily image.

对日常的

For daily use.

我说的那种可以带给你荣誉感的

The kind that can bring you a sense of honor that I mentioned.

比如说是你会想一个很好

For example, you would think of a good one.

你可以去让全网来进行一个全网风暴

You can initiate a storm across the entire internet.

嗯

Hmm.

就是整个网络都有一个相当于

It's as if the entire network has a corresponding equivalent.

就比如说

For example,

比如说比如说这个被很多人吐槽的冰桶挑战

For example, the ice bucket challenge, which has been criticized by many people.

嗯

Hmm.

这也相当于一个idea

This is also equivalent to an idea.

我觉得它也可能会有一些发起人

I think it might also have some initiators.

嗯

Hmm.

会有一些他们发起的话会有一些想法

Some thoughts will arise from what they initiate.

不只是这种传播公益

Not just this kind of public welfare dissemination.

我觉得

I think.

嗯

Hmm.

不过现在看起来冰桶挑战也是公益活动

However, it seems that the ice bucket challenge is also a charity activity now.

对因为它如果真正

Because if it is real

没有商业化

Not commercialized.

哦

Oh.

真正服务到了那些需要被服务的

Truly serving those who need to be served.

那些需要被服务的人的话

Those who need to be served.

还真的是一个蛮好的事情

It truly is a pretty good thing.

嗯

Hmm.

我所说的idea就像

The idea I am talking about is like...

就像这种比较热度的事件

Just like this kind of heated event.

嗯

Hmm.

这如果你真正的策划一个这种事件的话

If you really plan such an event, then...

你会让自己比较有荣誉感

You will give yourself a stronger sense of honor.

就比如说秦国火

For example, the State of Qin is on fire.

发出一个东西就网络推手一推

Once something is released, it gets pushed by online promoters.

推出来这么多东西

So many things have been pushed out.

嗯

Um.

因为这个你要发起事件的话

Because of this, if you want to initiate an event...

不只是网络推手来推

Not just internet promoters pushing it.

有的时候你要和时事来结合

Sometimes you need to connect with current events.

嗯

Hmm.

你造势不如借势

It's better to leverage existing momentum than to create your own.

如果你借势出

If you borrow power to emerge.

借势来传播的话

Words spread by taking advantage of the situation.

会让这个传播的效率会加倍

It will double the efficiency of this dissemination.

如果一旦加倍的话

If it doubles.

那个整个的传播的量级

The scale of the entire dissemination.

或者是传播的影响力

Or it could be the influence of dissemination.

就直接从那个

Just directly from that.

真的是一个

It really is a.

对是个几何性的增长

Yes, it's a geometric growth.

嗯

Hmm.

如果来做成一个这种项目的话

If we come to undertake a project like this.

你会觉得你是比较有价值的

You will feel that you are more valuable.

对

Correct.

像我跳到

Like I jump to

我转转了做电商行业之后

After I transitioned into the e-commerce industry.

每天就是日常的实行

Every day is just the implementation of the routine.

嗯

Hmm.

而且客户也不给你机会说

Moreover, the client doesn't give you a chance to speak.

让你做一些比较大的idea的通道

Let you serve as a channel for some larger ideas.

他们也没有大的idea

They also don't have any big ideas.

他们

They

而且他们也没有这个资金

Moreover, they do not have the funds for this either.

去让你做这些idea

Go have you do these ideas.

维持这些东西

Maintain these things.

对

Yes.

没有资金来运营

No funds to operate.

所以当时做的事非常无聊

So what I was doing at that time was very boring.

嗯

Hmm.

对

Right.

现在很多公关人也觉得

Now many PR professionals also feel that

他们做只是日常的工作

They only do their daily work.

嗯

Hmm.

就真的是挺无所适从

It's really quite disoriented.

就没有办法引发一个社会的大热点

It would not be possible to trigger a major social hotspot.

嗯

Hmm.

就是这个世界

It is this world.

因为我因为我这个idea就改变了

Because my idea has changed.

嗯

Um.

改

Change

就是有

There is.

就是让更多人记住这个事情

It is to let more people remember this matter.

对

Yes.

我们现在做的

What we are doing now.

就大部分只是日常的

It's mostly just daily matters.

特别基础的

Very basic.

嗯

Hmm.

就很无聊

It's really boring.

特别无聊

Especially boring.

对

Correct.

然后工作量又大又无聊

Then the workload is both heavy and boring.

嗯

Uh-huh.

又产生好多

Many more have been produced.

钱又少

Money is less again.

虽然工资还是不变的

Although the salary remains unchanged.

但是他给公司的钱就一点点

But he only gives the company a little money.

嗯

Hmm.

对

Yes.

好吧

Alright.

嗯

Hmm.

所以这也是相当于

So this is also equivalent to.

做公关一本难念的金牌

Doing public relations is a difficult task.

嗯

Hmm.

upun

upun

嗯

Hmm.

中文字幕志愿者 李宗盛

Subtitler Volunteer: Li Zongsheng