Tazeen Hasan summarizing the recent article by Craig Cameron. published in Harvard Business Review. Cameron listed the lessons he learned as a PR person at Apple which he believed made the digital giant a successful enterprise again. The list can be condensed as the simplicity of the press releases; prioritizing the media influencers instead of targeting every media group; providing effective and extensive feedback to those media influences who can influence others' defining and sticking to the message and ignore everything else.
In a recent article, What I Learned From 10 Years of Doing PR for Apple, Cameron Craig -a communication professional who worked with Apple, Visa, PayPal, and Yahoo- get to the bottom of a number of factors surrounding Apple's success. I have tried to summarize the long article below without losing the essence.
Keeping it Simple: keeping the press releases simple to the extent that it is simple to understand for a fourth grader. Avoid Jargon, cliché, or techno mumbo-jumbo. If a layman can't understand the message it is a failure which can't be afforded. The easier your communications to understand, the broader the reach. More importantly, Steve Jobs read and personally approved every press release.
Valuing reporters’ time: We reserved press releases and events for only the most important products or company milestones. Reporters knew that when we contacted them we had something important to say. Contact reporters sparingly and only when you have something compelling to offer. Research what a reporter covers and make a tailored pitch.
Briefing the reporters before the assignment: Before we would grant interviews to top executives or send out products for review, we made sure that every reporter, influencer, or analyst had a hands-on product briefing. We let them know in advance, why we designed the button that way or removed that port at the back and point out subtle features they may not see or appreciate without our guidance.
Follow them afterward: See if they have any questions and subtly prob them to see if the story is shaping into something deviating from our key message? Correct them. Make sure they get 24/7 feedback if they had any question. Offer them demonstrations, industry reference, and images that might be useful for the story. However, try not to be a pest.
Focusing the Mission: Define your key messages and stick to them. The mission is to tell the story of how our innovative products were giving customers the power to unleash their creativity and change the world. Politely decline the requests that do not fit with your mission. It was an approach that helped us use our time most efficiently. Avoid Off-subject messaging: Don’t dilute your social media accounts with off-subject messaging.
Prioritizing media influencers: Focus on cultivating close relationships with the top five-to-ten media influencers who cover your field who we believed set the tone for others to follow. We’d offer these reporters such things as exclusive interviews or first shot at reviewing new products. Offer your help to journalists and industry analysts who cover your field even if there’s not always a direct benefit to you.
Most importantly, respect your brand. It’s your biggest asset and you have to protect it. Think twice before giving away your products in a raffle.
Media Bites Commentary -Tazeen Hasan
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