????人們?cè)谛侣劯逯须y免會(huì)看到一些粉飾太平的話——因?yàn)檫@就是新聞稿的用途。不過有的時(shí)候新聞稿傳遞的信息遠(yuǎn)遠(yuǎn)地超出了粉飾太平的范疇，變得值得關(guān)注，甚至是惹人嘲笑。一家公司需要公布一些令人震驚的壞消息時(shí)，往往就會(huì)出現(xiàn)這種情況。上周四，諾基亞（Nokia）向投資者公布了一份新聞通稿，表示公司計(jì)劃繼續(xù)裁員數(shù)千人，并暗示未來幾個(gè)季度公司的虧損將達(dá)到驚人的地步。諾基亞為這篇新聞稿選擇了下面這個(gè)標(biāo)題：

????“諾基亞進(jìn)行戰(zhàn)略銳化，更新公司目標(biāo)及愿景。”

????所謂“戰(zhàn)略銳化”主要包括裁掉約1萬個(gè)工作崗位。真是夠“銳”的！至于所謂“公司目標(biāo)和愿景的升級(jí)”，主要是指未來的虧損將比之前預(yù)測的更加嚴(yán)重。

????諾基亞在新聞稿的第一段中表示，公司“正在計(jì)劃顯著削減運(yùn)營成本”，不過“公司將繼續(xù)把精力放在諾基亞智能手機(jī)和功能性手機(jī)的獨(dú)特體驗(yàn)上，包括越來越強(qiáng)調(diào)基于地理位置的服務(wù)。”

????智能手機(jī)當(dāng)然是導(dǎo)致諾基亞陷入困境的主要原因。諾基亞在智能手機(jī)市場上完全被蘋果（Apple）的iPhone以及運(yùn)行谷歌（Google）Android操作系統(tǒng)的智能手機(jī)踩在腳下。

????諾基亞的重組還包括裁掉部分高層管理人員。新聞稿指出：“諾基亞正在對(duì)管理團(tuán)隊(duì)進(jìn)行重組，強(qiáng)化領(lǐng)導(dǎo)層的能力。”

????通讀新聞稿便可以得知裁員的具體安排，不過這是個(gè)非常勞神的過程。新聞稿快結(jié)尾處，也就是在小標(biāo)題“更新領(lǐng)導(dǎo)團(tuán)隊(duì)”下方，寫著哪些高管會(huì)高升，哪些高管會(huì)從現(xiàn)任崗位離職。裁撤的職位數(shù)量寫在新聞稿的第12段。諾基亞稱這次裁員是其“平衡投資優(yōu)先順序”戰(zhàn)略的一部分。

????《圣荷西信使報(bào)》（San Jose Mercury News）的消費(fèi)科技專欄作家特洛伊?沃爾夫頓今早在Twitter上稱，這篇新聞稿簡直就是“一堆奧維爾主義式的欺人之談。”喜歡玩文字游戲、粉飾太平的人還可以在諾基亞的新聞稿里找到很多類似的東西。不過對(duì)于那些想了解諾基亞真實(shí)近況的人來說，網(wǎng)絡(luò)上還有很多報(bào)道和文章寫得都很清楚。另外，你甚至只需要看看諾基亞的股票就能明白個(gè)大概。截止到發(fā)稿時(shí)，諾基亞的股價(jià)已經(jīng)下跌了超過16%。

????譯者：樸成奎

????We all expect spin from press releases -- that's what they're for. But sometimes they go so far past spin they become worthy of note. Or of mockery. This often happens when a company has appallingly bad news to report. Today, Nokia issued a release to inform its investors that it plans to fire thousands of people and that its losses in future quarters will be horrifyingly bad. Here's the headline Nokia (NOK) chose to break the bad news:

????"Nokia sharpens strategy and provides updates to its targets and outlook."

????The strategy-sharpening consists mainly of cutting 10,000 jobs. Sharp! And the update-provision consists of the fact that losses will be even worse than had already been forecast.

????In the first paragraph, Nokia says that while it's "planning to significantly reduce its operating expenses," the company "remains focused on the unique experiences offered by its smartphones and feature phones, including an increased emphasis on location-based services."

????Smartphones of course are the cause of Nokia's problems. It's being crushed in the marketplace by Apple's iPhone (AAPL) and phones running Google'e Android (GOOG) operating system.

????The restructuring also involves firing a bunch of executives. The press release put this as Nokia "making changes to its management team by tapping into the strong leadership bench at the company."

????The truth can be divined by reading through the release, of course, but it's an exhausting process. Toward the bottom, under the heading "Renewed leadership team," we learn which executives are being elevated and which will "step down" from their positions. The number of job cuts is finally cited in paragraph 12. The cuts are described as part of Nokia's strategy of "[b]alancing its investment priorities."

????In a tweet this morning, Troy Wolverton, personal technology columnist for the San Jose Mercury News, described the release as "an amazing collection of Orwellian doublespeak." There's plenty more there for fans of that sort of thing. For people who need to know what's actually happening at Nokia, there are hundreds of clearly written news stories just a click away. Those who simply want the gist could simply look at the stock price, which at this writing was down by more than 16%.