What company wouldn’t kill to have their name in the press as often as Apple? The thing is it is possible, even if you are not coming out with a new product that boasts a 90 percent market share like the iPad.
Lessons Learned From Apple
- Apple constantly talks about the changes they are making to their current products, products they plan on debuting, and products that they are discontinuing, etc.
- They don’t shy away from saying that their product has a few bugs or doesn’t work the way they want it to.
- They don’t filter what people say about their product, instead, they respond accordingly.
- They are constantly developing new products, ideas, and ways to involve themselves in the constantly evolving marketplace.
- They market their products with the consumer’s purchase process in mind. For example, naming their third iPad “the New iPad.”
You might be thinking that it is easy for Apple to be featured in the press because they have a lot of new products coming out with a loyal customer base, however, even if you’ve just started your business taking a look at Apple’s overall strategy can help any organization.
Apple is following the simple mantra of PR, to get your name in front of as many people as possible so that there isn’t a single person who doesn’t know who you are. And they are doing it by using every possible method including online PR.
What to Say
Of course people like to read stories that are interesting, but if you look at most of the stories on Apple you will start to realize that the only thing that is interesting about them is the company in and of itself. The stories aren’t necessarily amazing, in fact they are sometimes negative. A recent headline concerning the company was “Apple’s iPad has problems – so what else is new?”
This headline was featured on CBS news, a fantastic news source that thousands of people see, if not tens of thousands of people. Put your company name in the title, “[your company]‘s new [product] has problems – so what else is new?” Perhaps you would go into a cold sweat if this showed up on CBS news, but it shouldn’t.
But why shouldn’t it? Because people like to read about things that are negative, not working, a problem or generally speaking, that are bad. Not everyone likes to read articles that are about good deeds done in the world. If you are skeptical try the test on yourself. Go to your favorite news source and see which articles you want to read the most. Don’t be afraid, just be ready to respond and build your reputation.
It’s Not All About You
One last tip, the story doesn’t have to be about you. All you should really care about is getting your name in front of the highest number of people. If there are 70 million people reading articles about the New iPad and you are a company that makes apps, take a hint and write a story about the iPad and get your name in front of that audience. Even if your company only contributes a quote about how excited you are that your apps will function smoothly on the new iPad. That is 70 million more people that have a chance of hearing your name than if your story was titled, “Joe’s Apps launches new cross browser app.”
While I have my own opinion about whether you should go to where your audience is or if you should try to make your audience come to you, tell me which method has worked best in your experience.
About the author
Apple and Public Relations-The Chickens Have Come Home to Roost
Http://leonardSipes.Com and Http://MyLifeAudio.Com
As I sit here I notice that my Apple stock keeps falling.
As I listen to my tech podcasts I hear hosts lambast Apple as a company that has lost its edge. One went so far as to recently proclaim, “Die Apple, die.”
Listening to a variety of podcasts and reading tech-related journalists I’ve come to find that they’ve been punished by Apple in the past for negative views or caustic comments.
As a result, they were not invited to Apple events. They don’t get interviews with Apple executives. They don’t get access to new products before they hit the street.
Apple is legendary as to product secrets (necessary for the industry) and not answering questions. They are not transparent.
When Steve Jobs was alive his nasty replies and e-mails to detractors were legendary.
And now there is a backlash. More and more I hear instances of Apple bashing.
There are repercussions for bad or perceived arrogant behavior.
Apple confused many of us in PR:
I type this on my MacBook Pro. While commuting to D.C. I listen to my iPod touch (one of the great inventions of our time) and talk to my wife on her iPhone. We both agree that our next desktop will be a Mac. We made these decisions based on the legendary reliability, simplicity and outstanding service offered by Apple.
But when I teach public relations and answer PR questions I encounter people who considered Apple a marketing mastermind.
People make the mistake of seeing successful people or concepts and think they can and should emulate them. Without context, that’s a very big mistake.
The rules of engagement:
The media has rules of engagement. They know that some politicians will stretch the truth to the breaking point (but that’s what some politicians do). Reporters don’t go for the jugular; they expect a level of opinion-based information.
There are people and organizations get passes by the media; let’s just admit that Apple got favorable consideration in the past. Media celebrated the genius of Apple.
When Steve Jobs was alive Apple didn’t do focus groups. In fact, one commentator stated that the day Apple does focus groups; Apple would cease to be Apple.
Really? You don’t listen to your customers? You create products or services based solely on your perception as to what people want?
Let’s apply that principle to our Presidents. “I know what the people want,” states President X. “Just let me decide. Please shut up and stay out-of-the-way.”
“Hell, the people don’t know what they want anyway.”
Steve Jobs was so paranoid of media that he handpicked favorite mainstream reporters and barred anyone from Apple events that dared to say anything negative. He avoided most tech reporters.
Flat-out wrong:
But anyone claiming Jobs or Apple to be a marketing genius is flat-out wrong. He did a lot of things that would get just about anyone else fired or his company or agency pilloried by the press.
There are politicians who stretch the truth. There are sports and entertainment figures who can say the silliest things. All escape harsh media repercussions because, quite frankly, the expectations are low.
When your child spends the day playing with his iPad and your husband spends his evening editing family video on a Mac and when your iPhone gets you to your destination (not so much lately) you as a mainstream reporter tend to give Apple a pass.
Now all that seems to becoming to an end.
But for the rest of us:
But for the rest of us, we had dammed better listen to our customers and take the time to interact with them respectfully.
We must respect the press and treat all fairly. It’s professional death not to.
We live in a world where media and social media define who we are.
Steve Jobs and Apple have a huge impact on our lives and we should be endlessly grateful for their contributions.
But for those representing government, associations, nonprofits and companies, the PR legacy of Apple should not be emulated.
One day when you stumble, your legacy will catch up to you. You may not like the results.
Best, Len.