The Submarine

Paul Graham’s essay The Submarine reveals how public relations firms operate as a massive, largely invisible force shaping news coverage.

The Hidden Influence

“More than half” of non-political mainstream media stories originate from PR pitches rather than independent journalism.

How PR Works

Graham’s startup paid a PR firm $16,000 monthly. The best PR firms aren’t dishonest—they provide genuinely valuable information while strategically emphasizing facts that benefit clients. Graham compares this to flattery: “tell his victim selective truths.”

The Suit Comeback Pattern

Multiple publications ran articles declaring suits were fashionable again across 2002-2005. By tracing shared sources and language, Graham discovered these stemmed from a coordinated PR campaign for The Men’s Wearhouse.

Why Media Differs

Trade publications heavily depend on PR because advertising funds them. Premium outlets maintain higher standards, though even major publications have vulnerable sections.

The Digital Shift

Online writing feels more authentic because bloggers write from genuine interest. This authenticity explains why readers increasingly trust blogs over traditional publications.

My Takeaway

Question what you read. Much of it is planted there for someone else’s benefit.

How do you filter PR from real news? I’d love to hear at persdre@gmail.com.