Best practices in media-relations? Watch Apple

Posted: August 12, 2013 in Apple, PR
Tags: , , , , , ,
Jobs At Times Stock Photography - Image: 21501032



Everything you need to know about how to do big-time PR you can learn by studying Apple. Forget what you read in “best practices” uncovered in searches. They’re for drudges.

September 10 is the rumored date for unveiling the next iPhone.  But consider: Apple, for years, has pulled off what might be termed the 4X formula for media-blitz announcements.  Since the early ’80s Apple has earned at least quadruple the exposure that anybody else has. Far in advance of any pending announcement, then right before the announcement, then the announcement itself, and finally during the aftermath analysis and review of the announcement. It’s happening right now, with the latest “big announcement”.

Since the beginning, AAPL flouted every PR principle you read about in the marketing tomes and the bibles of firms like H&K, Burson-Marsteller, Edelman and all the rest. Apple makes nice with the media when it wants something from them. Then ices them when it senses a lack of fealty. And gets away with it. The media reaction? Kinda like the fraternity paddling scene in Animal House : “Thank-you, sir!  May I have another?”

When he’s not ranting on this site or directing global branding and communications for FilterMag,  Stan DeVaughn’s observations can be read on The Write Stuff along with those of his agency compatriot Peter Davé.


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