Over the edge of illusion: the secrets of Apple PR-Success (Part 1)
Makradar Technologies / / December 19, 2019
From Apple, probably the best in the world of public relations department (public relations, PR). This is especially significant during the development and launch of new products, because no one technology company can not call such a resonance with their innovations. Before the first time, users can see the new Apple product and touch it, the company carefully plans all of its public Remarks and references to it, control the leak, organizes briefings for journalists privileged, closed the presentation on which can only be accessed by invitation and, finally, early testing for pre-selected, positive-minded media representatives. Nothing ride, on those rare occasions when Apple does not control the initial promise, it corrects it using his powers to bring elaborate answers in an informal order.
Except for some moments, PR-strategy was flawless for years. But it also creates tensions between Apple and the people who cover the events happening around us. Katie Cotton, is the head of the department of public relations for almost twenty years,
He left the company this year,When Tim Cook has shown the desire to change the ways in which Apple has interacted with the media and their consumers. As the search for a replacement for Cotton is still in the process and the seriousness of the company remains unclear, we consider methods that Apple used to manipulate the press and media for all these years old.Apple Events and white booklets in shredder
"Presentation of the [product] is just as important as the production process. You must appear in the most favorable light and to get the highest scores. "
You most likely do not know that one of the presentations of Steve Jobs, the man in the room was bad and he lost consciousness. Representatives of the PR-department responded quickly and immediately led paramedics to those carried out man from the audience, and to assist him. Everything happened in an instant, without causing even the slightest hitch in the presentation itself. As later recalled one member of the PR-team, to prevent this incident was very important in order to prevent performance and break the "magic" of the presentation. This case is a good illustration of Apple related to the organization of its activities, as well as the widest communication strategy - they can manage the situation so quickly, you do not even know about this.
In addition to planning actions during emergency situations that are dangerous to the lives of others, Apple PR-department also provides solutions to more mundane problems hindering bezukorizennomu event: they comfort too noisy spectators and prevent the penetration into the room uninvited representatives MEDIA. Representatives of the Department of Public Relations also act as a "hidden bodyguards" for certain Apple executives, including Tim Cook and Phil Schiller, physically cautioning the media on topics not related to the report or distractions issues.
Preparation for presentations is far beyond the limits of what is happening on stage and conservation leaders from prying reporters. According to a former member of the PR-team, product presentation for Apple is just as important as the production process itself. For the company it is very important to get the highest score audiences and consumers. Every single element of a presentation designed to the smallest details, from the nuances of lighting and how the screens will be placed before the order placing guests in the hall. Apple Employees of lower rank are strategically located among the guests, various journalists have their permanent places to Apple executives are not worried about any changes in the last moment. Everything is under control.
The training process begins a few weeks before the event. Public Relations and Marketing team following the publication in the media, to assess expectations, information leakage and to restrain overcharge the bar of expectations, which are not match announcements. Executives usually prepared in Infinite Loop classroom for two weeks. About a week before the presentation, the senior members of the PR-department prepared a special white booklets, which are distributed to the rest of the team. In these booklets is described in detail what will be discussed and announced during the event, who will be present at each part of the presentation, employees of the company who will be responsible for demonstrating how to be organized study halls (hands-on area) products and who they will be present.
After an encouraging farewell, which precedes the main event, white booklets are returned back to the participants of the PR-team, and sometimes even the shredded in shredder. Preservation of secrecy in the event the daily paid as much attention to as secrecy in the development of products. Despite the fact that the common themes, which will be devoted to the presentation will be apparent to all Apple fans, cases of leaks accurate presentation schedule has not yet been.
At about the same time [the week before the presentation] Apple sends invitations to special guests: a small group of employees, major news reporters publications, including Bloomberg News, The New York Times, Reuters, The Wall Street Journal and a few loyal to Apple bloggers, including John Gruber and Jim Dalrymple. The most ardent supporters of Apple are, however, unobtrusive tips to make it clear to them where the presentation will take place, so that they can talk about it all. For example, the same day when Apple announced that the coming event It will be held at the Flint CenterCanadian blogger Dalrymple happened to be in Cupertino and took a few pictures of the building in which the event will take place. Hard to believe that this is a mere coincidence.
On the last weekend before the presentation of the members of the Apple PR-teams come into the hall, where there will be take action to re-check all of the main stage, to a trial of the pavilion Press. At the same time Apple executives take part in a dress rehearsal on the stage and repeat their famous "ekspromtnye jokes."
But even with this careful planning, sometimes some parts of the presentations happen lining.
Allison Johnson, former head of Apple International Marketing and unknown startup Anki, were invited to present a new product on the world conference WWDC 2013. Anki is going to demonstrate the racing set based on artificial intelligence, managed with iOS (later it was sold to Apple Store for $ 200 as an exclusive). The set was a mat and miniature cars that were moving on it. This product has not caused much interest, and his accompanying demonstration was even less impressive. After taking a couple of minutes in the presentation, Anki demonstration failed miserably. CEO Anki, Boris Sofman with his colleague bathed in cold sweat, making awkward attempts to continue his pitch.
Meanwhile, behind the scenes, the faces of all the members of Apple PR-team grimace of disgust, indicating a significant error in such an important presentation. It was just the event where Apple is going to strengthen the image of Tim Cook, Jony Ive and Craig Federighi as the public entities of the new company's future. Anki invitation to showcase expensive and not particularly convincing toys that might not work reliably even at stage, it was very rare wrong move for Apple, which is so proud of his increased attention to the most insignificant detail. It is not surprising that the company has carved a scene with a failed demonstration of recording with the presentation that they traditionally have placed on the site.
But putting aside the occasional failure. All Apple public events, as a rule, are impeccable. Even though the presentation of Tim Cook era have been criticized as more predictable and mechanical, than those that were in the days of Steve Jobs, their focus, energy and consistency are increasingly copied competitors, which is the most visible manifestation of their success.
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