Part 3 Strategies The Art Of Deep Background And Controlling The Press
From Seeing Through the Illusion: Understanding Apple’s Mastery of the Media, a profile examining Apple’s PR strategy: Apple’s PR department presents a cool, measured public-facing image: it only responds to press inquiries when it wants to, doesn’t offer quotes unless they’ll be reprinted without criticism, and responds directly only when it determines that something needs to be said by “Apple” rather than “sources familiar with the matter.” You could picture Apple’s PR strategy as the work of a wise, wealthy, and not particularly friendly queen – one always too busy to be bothered, until for some reason, she’s not....