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Apple's PR in 2016

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The cult of Apple owes much to the company's methodical approach to PR. They are masters at crafting and controlling narratives, micro-managing everything from booklets to the famous Keynote events.

This presentation provides a brief overview of their PR strategy: how it was formed, how the PR team operates and how their strategy continues to evolve to this day.

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Apple's PR in 2016

  1. 1. A P P L E ’ S P R I N 2 0 1 6 P A S T , P R E S E N T A N D T H E D R I V I N G F A C T O R S
  2. 2. PREPARED FOR MUSHTAQUE AHMED COURSE INSTRUCTOR: IMC (M403) GUEST FACULTY INSTITUTE OF BUSINESS ADMINISTRATION, UNIVERSITY OF DHAKA PREPARED BY SAMIHA MAJID (RH-01) SHAFQAT AURIN SIDDIQUA (RH-04) MASTURA TASNIM (RH-08) SHATABDI BISWAS (RH-12) NAZIA FAIRUJ MONISHA (RH-17) NOVO MANZOOR (ZR-18) SAMINA SARWAT (RH-25) BBA 21ST BATCH DYUTY AURONEE (RH-31) TANZIR ISLAM (ZR-51) SARA ANHAR (RH-57) MAHROOS MURTAZA CHOUDHURY (ZR- 59) RAFI AHMED (ZR-60) MUHTASIM SAROWAT RAYED (ZR-61) SARWATH HAFIZ MUMU (RH-70)
  3. 3. LIL BIT OF HISTORY STEVE JOBS SETTING THE PACE
  4. 4. Before spending any money on hardware, Jobs used the first VC money to hire the best PR professional in Silicon Valley
  5. 5. Steve Jobs learned from Regis McKenna how to surround the introduction of new products with “national excitement”
  6. 6. PR GENIUS LESSONS FROM STEVE JOBS
  7. 7. Jobs, Every Step of the Way Jobs was involved with all of Apple’s communications down to individual words in press releases.
  8. 8. An Adjective for Every Product Jobs came up with the strategy of assigning an adjective to each Apple product for usage in press releases Used words across Apple’s marketing materials Revolutionary Magical Legendary App Store iPad iPhone
  9. 9. PR Practice with Partners All press releases involving a partner were to be wholly written and distributed by Apple
  10. 10. APPLE’S PR TACTICS MASTERY WITH THE MEDIA
  11. 11. Core PR Strategy TELL THEM WHAT TO BELIEVE Multiple teams and initiatives working together for months to create the hype around Apple products & events
  12. 12. Apple Events MASTERED THE ABILITY TO CONTROL SITUATIONS INVISIBLY, WITHOUT HAVING ITS EFFORTS NOTICED A detailed approach to event planning and wider communications strategy Planning for rare life-threatening emergencies during keynotes Suppressing rowdy crowd members Secret bodyguards for Apple executives
  13. 13. “The keynote is like a production. You have to have a special appreciation for it.” Process starts weeks before keynote addresses PR team keep an eye on media reports to determine expectations Executives typically practice for two weeks Every single element of the presentation is specifically determined in advance
  14. 14. White Booklets DESCRIBES ALL ASPECTS OF THE EVENT IN EXACT DETAIL Senior PR members prepare special white booklets Booklets are handed back after pre-event pep talk and shredded on site
  15. 15. PR TEAMS FULLY IN-HOUSE TEAM OF 30 PR EMPLOYEES
  16. 16. Behind the PR Brilliance Dedicated PR staff guides executives through Apple media events and interviews with reporters Collective work of these teams profoundly shapes Apple’s media narrative Separate teams of each products and events
  17. 17. Momentum and Buzz Marketing Team Puts iPhones and Macs into the hands of celebrities and public figures Works with major sports leagues to integrate the iPad into coaching toolkits Integrates Apple’s products into popular culture
  18. 18. CONTROLLING THE PRESS STRATEGIES BEHIND THE COOL, MEASURED PUBLIC- FACING IMAGE
  19. 19. Press Response Directly responds only when something needs to be said by “Apple” rather than “sources familiar with the matter.” PR teams monitors what the media is saying about the company every day Apple only works with journalists who publishes the way it wants When not pleased with coverage, Apple sometimes works to shift the narrative, even attempting to undermine giant news organizations.
  20. 20. Product Reviews Apple PR representatives inspect individual iPhone and iPad boxes for scuff marks and minor scratches before handing the units off to reviewers Apple provides writers with a “Reviewer’s Guide.” Meant to focus reviewers’ attention on key marketing points, making the “reviewing” process earlier. These booklets include many of the same phrases used on Apple’s website Apple prioritizes reviewers and gives exclusive information to favored sources on its upcoming products to create the initial buzz
  21. 21. iPhone 7 Launch Event SEPTEMBER 7, 2016
  22. 22. Changed iPhone Market Scenario iPhone sales have levelled off, due to premium alternatives in the Android camp and lack of real innovation in this sector in recent years No ground breaking update in iPhone 7 Minor updates and tweaks in design over the old iPhone
  23. 23. Focus on Social Media Apple usually avoids social media. Consumers won’t hear from them until they have something important to say Apple created an official verified Twitter account, from which it has yet to tweet Apple started sending out ‘ghost tweets Invested in sponsored tweets with a custom emoji to accompany the #AppleEvent hashtag
  24. 24. CEO Tim Cook joined The Late Late Show’s James Corden for a quick bit of Carpool Karaoke James Corden’s Carpool Karaoke Earlier this summer, Apple announced a 16 episode order for Carpool Karaoke at Apple Music
  25. 25. A 107 video that highlights all the announcements of the event PR Video
  26. 26. T H A N K Y O U !
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The cult of Apple owes much to the company's methodical approach to PR. They are masters at crafting and controlling narratives, micro-managing everything from booklets to the famous Keynote events. This presentation provides a brief overview of their PR strategy: how it was formed, how the PR team operates and how their strategy continues to evolve to this day.

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