讲故事与叙事2010butireaditinthepaper.co.uk
警惕“温情故事”：公关公司不易察觉的影响力
Beware the fluffy story - the hidden influence of PR agencies
导读
这篇文章讲的是公关公司如何把“毛茸茸的温情小故事”塞进媒体，看似无害的人情味报道其实是精心包装的推广，甚至能左右舆论与消费。写作者该读，是因为它提醒我们：故事的可信度和感染力，往往恰恰藏在最柔软、最不设防的地方。
可以直接用的写作要点
- 01
越是“可爱、无害、催泪”的素材，越要追问它由谁提供、想让读者得出什么结论。
- 02
写故事时要分清“事实”与“包装”：素材真实不等于叙事框架没有偏向。
- 03
温情细节常比硬论据更能改变读者行为（文中香肠销量涨 30% 即是例子），慎用这种力量。
- 04
把抽象主张落在一个具体人物或场景上，是最有效的说服手法——也因此最容易被滥用。
HN 评论精选
一个被精心编造的人情味故事，足以把国家推向战争，而来源与利益关系被刻意隐去。
不只是“温情故事”的问题。书中“Suffer the Little Children”一节记载：伊拉克士兵把 312 名婴儿从保温箱里抱出、任其死在科威特医院冷地板上的说法被反复传播，布什总统讲过，国会证词、电视电台访谈乃至联合国安理会都把它当事实复述。但人权核心小组和伟达公关、国会议员兰托斯都没有披露：作证的“纳伊拉”是科威特王室成员，她父亲就是科威特驻美大使，当时正坐在听证室里；伟达副总裁还事先辅导过她，连科威特自己的调查者后来都确认那是伪证。
Uhhrrr查看英文原文
It's not just the fluffy stories either: http://www.prwatch.org/books/tsigfy10.html From the section "Suffer the Little Children": "...the story of babies torn from their incubators was repeated over and over again. President Bush told the story. It was recited as fact in Congressional testimony, on TV and radio talk shows, and at the UN Security Council. "Of all the accusations made against the dictator," MacArthur observed, "none had more impact on American public opinion than the one about Iraqi soldiers removing 312 babies from their incubators and leaving them to die on the cold hospital floors of Kuwait City."84 At the Human Rights Caucus, however, Hill & Knowlton and Congressman Lantos had failed to reveal that Nayirah was a member of the Kuwaiti Royal Family. Her father, in fact, was Saud Nasir al-Sabah, Kuwait's Ambassador to the US, who sat listening in the hearing room during her testimony. The Caucus also failed to reveal that H&K vice-president Lauri Fitz-Pegado had coached Nayirah in what even the Kuwaitis' own investigators later confirmed was false testimony."
公关植入不是个别现象，而是系统性地渗透进各类报道，包括软新闻。
这正好印证了 Paul Graham 2005 年那篇关于“新闻背后的公关公司”的文章，连人情味故事也未能幸免。
camtarn查看英文原文
A nice reinforcement of pg's 2005 article on the PR agencies behind the 'news': http://www.paulgraham.com/submarine.html Even human interest stories aren't immune.
温情叙事的效果与读者以为的意图常常相反，写作时要意识到这种反讽张力。
“记住，这个让我们都想抱一抱小猪的‘温情’小故事，最后让香肠销量涨了 30%……”这讽刺意味太妙了。
dangrover查看英文原文
"And remember, this ‘fluffy’ little story about the cute little pig we’d all love to cuddle ended up with a 30% increase in the sales of sausages…" I love the irony.
来自公关界内部的反驳：素材来源不等于虚假，包装与失实应区别对待。
我是企业内部的公关人员（不是外包或公关公司的）。让报道被刊登，一半功夫是找到口线和刊物匹配的记者。一个概念来自公关，并不等于它就是谎言或不实。我们公司常有很打动人的故事，完全够格做优秀的人情味特写，我确保它们得到关注，这有什么害处？把公司故事包装成记者好用的格式，并不会自动剥夺它的价值。
mattdeboard查看英文原文
I'm an in-house PR specialist (i.e. not a contractor/PR agency employee). Half the fight of getting your story in the press is finding the outlet and reporter whose beat/publication matches up with the story. Just because a concept comes from PR doesn't make it a lie, or untrue. Where I work, there are regularly compelling stories that make excellent human interest features. I make sure those stories get attention. What is the harm? Packaging a company's story into a journalist-friendly format doesn't strip the story of all merit automatically.
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