The Submarine

April 2005 "Suits make a corporate comeback," says the <a href="http://www.nytimes.com/2005/04/14/fashion/thursdaystyles/14peacock.html?ex=1271131200&en=e96f2670387e3636&ei=5090&partner=rssuserland"> New York Times .

2005 年 4 月，《纽约时报》称“西装让企业卷土重来”。

Why does this sound familiar?

为什么这听起来很熟悉？

Maybe because the suit was also back in February , January , --> <a href="http://www.usatoday.com/money/industries/retail/2004-09-01-suits_x.htm">September

也许是因为这套西装也在二月、一月、--> <a href="http://www.usatoday.com/money/industries/retail/2004-09-01-suits_x.htm">九月

2004 , <a href="http://www.cnn.com/2004/BUSINESS/06/23/go.fashion.jones/">June 2004 , March 2004 , <a href="http://www.southcoasttoday.com/daily/09-03/09-21-03/c01li238.htm">September 2003 , February 2003 , --> <a href="http://www.businessweek.com/magazine/content/02_46/b3808122.htm">November 2002 , April 2002 , and <a href="http://news.bbc.co.uk/1/hi/business/1836010.stm">February 2002 .

2004 年，<a href="http://www.cnn.com/2004/BUSINESS/06/23/go.fashion.jones/">2004 年 6 月，2004 年 3 月，<a href="http://www.southcoasttoday.com/daily/09-03/09-21-03/c01li238.htm">2003 年 9 月，2003 年 2 月，--> <a href="http://www.businessweek.com/magazine/content/02_46/b3808122.htm">2002 年 11 月、2002 年 4 月和<a href="http://news.bbc.co.uk/1/hi/business/1836010.stm">2002 年 2 月。

<!-- <a href="http://www.businessweek.com/magazine/content/01_14/b3726092.htm">April

<!-- <a href="http://www.businessweek.com/magazine/content/01_14/b3726092.htm">四月

2001 .

2001年。

--> <!-- Are these all describing the same comeback-- in which case the Times style section is two years behind Business Week in matters of fashion-- or do fashions now last only a few months?

--> <!-- 这些是否都描述了同样的卷土重来——在这种情况下，《泰晤士报》时尚版块在时尚方面比《商业周刊》晚了两年——还是时尚现在只持续几个月？

--> Why do the media keep running stories saying suits are back?

--> 为什么媒体不断报道诉讼又回来了？

Because PR firms tell them to.

因为公关公司告诉他们这样做。

One of the most surprising things I discovered during my brief business career was the existence of the PR industry,

在我短暂的商业生涯中，我发现的最令人惊讶的事情之一就是公关行业的存在，

lurking like a huge, quiet submarine beneath the news.

就像一艘巨大而安静的潜艇潜伏在新闻下面。

Of the stories you read in traditional media that aren't about politics, crimes, or disasters, more than half probably come from PR firms.

在传统媒体上读到的与政治、犯罪或灾难无关的故事中，一半以上可能来自公关公司。

I know because I spent years hunting such "press hits." Our startup spent its entire marketing budget on PR: at a time when we were assembling our own computers to save money, we were paying a PR firm $16,000

我知道，因为我花了很多年的时间寻找这样的“新闻热点”。我们的初创公司将其全部营销预算都花在了公关上：当我们为了省钱而组装自己的电脑时，我们向公关公司支付了 16,000 美元

a month.

一个月。

And they were worth it.

他们是值得的。

PR is the news equivalent of search engine optimization; instead of buying ads, which readers ignore, you get yourself inserted directly into the stories.

PR 相当于新闻中的搜索引擎优化；您无需购买读者忽略的广告，而是将自己直接插入故事中。

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