2023 Author: Gordon Kinson | [email protected]. Last modified: 2023-11-26 08:36
In the 2000s, Apple's PR specialist who wrote press releases could be sure that every creation of his goes through the hands of the arch-strict censor in the person of Steve Jobs. The Harvard Business Review describes what the "correct" press release looked like according to the Apple founder.
First of all, Jobs demanded that PR people write simply and clearly - if the draft was written in abstruse language, Steve simply wrapped it up. Former Apple public relations specialist Cameron Craig has this to say about it:
Here are some useful tips "on the topic" from a specialist with 10 years of experience at Apple:
- Don't spam journalists;
- Conduct briefings before providing access to leaders;
- Refuse journalists to fulfill requests that make no sense;
- Work with a small number of publications. Apple, according to Craig, has worked with only 5-10 reputable media outlets.
And what about Tim Cook ? We don't know that - Craig left the company before Apple had a new CEO. The full text of a post by a former Apple PR specialist, which will surely be of interest to everyone working in this industry, is available here.
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