PR efforts toward the environmental activities of Apple

1. UNIVERSITY OF ECONOMICS AND HUMAN SCIENCES IN WARSAW
Public Relation
Case Study
Akharapon Thanyagaset 37655
1
APPLE Environment
A PR CAMPAIGN ON JULY 21, 2020

2. 2
Presentation Outline
• Background:
• What is Apple Environment.
• Objective of the environmental policy.
• Apple’s PR Campaign July 21, 2020
• The root story of PR Efforts.
• The objectives of the PR campaign.
• Methods and objectives of PR actions.
• The 3 PR Actions on July 21,2020
• The Results
• The Achievements
• References

3. What is Apple Environment?
BACKGROUND
Apple’s ecosystem
Sustainable Future
Remaining natural resources Reduce the Earth’s emissions
All products made by
clean energy
[…]
Combination between
Apple’s products and Apple’s
concerns
Long-term project
(2014 - 2030*)
3

4. The Main Objective for Apple Environment Policies
“To commit to being the total carbon neutrality business by 2030”
Apple Environment is established by the aim of the company to take responsibility for protecting the shared planet which
intersects in every aspect of our lives, based on their resources and their innovative knowledge.
Apple aims to design the world's most innovative products and a sustainable manufacturing process as well.
4
Lisa Jackson
Vice President, Environment, Policy and Social Initiatives
Spoke-person for Apple Environment

5. Apple’s PR campaign
for Apple Environment
Policies
on July 21, 2020
5
The Roots Story
Of PR’s Efforts
Since 2014 when the Apple Environment
policies was established, the company has
dedicated their effort to promote the policy
through their of
fi
cial publicity. The of
fi
cial
website Apple.com/Environment and the series
of video contents were created and published
within this Apple Environment umbrella.
• Brand’s identity: The PR Projects are created to
build and promoting the creditability to the society.
• Apple introduced the 2021 PR campaign that focused on
the environment due to The successful PR of apple
supplier energy ef
fi
ciency program in 2019.
• Before any product launched by apple, a campaign is
done to attract and promote sales. In the previous years,
the environment campaign attracted and aimed to promote
sales of iPhone XR.
• Apple PR focuses on its image, and its products which
are manufactured in the sustainable process.

6. The Objective of the PR Campaign,
for Apple Environment Policies
In general, the primary objective of their PR effort for the
Apple Environment policies is..
The secondary objective is to increase sales and
investment of the product by using the positive impact from
the PR campaign, to induct the customer to participate in the
Environmental Policy and to build the positive brand identity
to both customers and investors.
To raise awareness about sustainable
products and the company's environmental
responsibility.
6

7. How Apple ran their PR campaign ?
3 actions ≈ 3 types of audiences
PRESS RELEASE REPORT VIDEO CONTENT
July 21, 2020
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apple.com/newsroom/
Apple Environment
2020 Progress Report
‘A Climate Change Promise from Apple’

8. The Objective of each PR Actions..
for Apple Environment Policies on July 21, 2020
Apple have used the 3 different kind of PR actions due to the different of audiences and goals for each tool.
Press Release.
The annual environmental progress report
The video content ‘A Climate Change Promise from Apple’
• To share the progress on the Apple Environment.
• To be easily understand for reader and reporter.
• To be used as the reference for the journalist to write the actual news article about it.
• To provide detail in its monitoring activity within the Apple Environment policies.
• To be useful information for the investor and analyst to assess the strategy that Apple has
made, which will be important for them to manage the current and future investment.
• For the accountability of the company’s progress information.
By using the social media platform such as Facebook, YouTube, Instagram, etc.,
• To reach the online social media user in the mass scale.
• To initiate the social conversation about the brand commitment on Apple Environment.
8

9. • Simple headline : easy to
understand -> easy to spread the
news
• Content : simple display, quotes by
visionaries (shows their concerns,
knowledge)
• A little instruction to direct the
reader to next action in PR activities.
• Realistic Image, Video of Partners,
Products, & Achievements
• Press contacts (no address, contact
time, fax)
• Related Articles, Attached links
dig into Apple’s online PRESS RELEASE !
https://www.apple.com/newsroom/2020/07/apple-commits-to-be-100-percent-carbon-neutral-for-its-supply-chain-and-products-by-2030/#:~:text=In%20its%202020%20Environmental%20Progress,percent%20of%20its%20comprehensive%20footprint 9

10. Apple’s 2020 Environmental Process Report
HTTPS://WWW.APPLE.COM/ENVIRONMENT/PDF/APPLE_ENVIRONMENTAL_PROGRESS_REPORT_2020.PDF
• Showed
Apple’s
achievement
on reduce
Environment
al problems
(Past,
Present,
Future)
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How Apple’s devices work
less 65% energy
• How their invested wind farm energy
located in China worked effectively
and create energy for producing
their devices and boxes, paper.
The statement from CEO’s
promises for Future
INSIDE

11. VIDEO TITLE
Title: Short, Simple
Key adverb : Promise
Answered for question from Who?
• Youtube,
• Instagram Account of the head
of Apple Environment
CAPTION/NOTE
1. Re-announcement note/caption about the main content : Promise
2. Details about statements, goals, metrics, achievements and promises
3. Song theme and song link attached.
4. More information attached link
5. A suitable length contents, which is just enough suitable for readers who are
not familiar with the Apple project
HTTPS://WWW.YOUTUBE.COM/WATCH?V=ANOGCY6NLGS 11
Short video
1:36
Available on Different
Apple’s Region Account
(Ex. UK, US, AUS, etc.)
‘A Climate Change Promise from Apple’

12. ‘A Climate Change Promise from Apple’
video surgery
HTTPS://WWW.YOUTUBE.COM/WATCH?V=ANOGCY6NLGS
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Open by the familiar view :
a bedroom
with the main seen actor
The narrator spoke up
by saying hello to the baby
=> basic communication
[…]
the connection between
the action of the baby and
the speech of the narrator.
[…]
Clear promise
commitment with
speci
fi
c time
Ending Scene :
time, website, brand
Call To Action for more detail on website.

13. • The feedbacks are occurred in the
kind of comment, interactions and
thread conversation on social
media.
• There is always a parallel between
like and dislike
The Results :
Audience’s feedback
OF APPLE ENVIRONMENT PR CAMPAIGN
ON JULY 21, 2020
• Audience’s comment with negative
sentiment and opinion about the
environmental policy and critics on the others
operation perspectives.
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• 1.6 Millions view, 44K Likes and 4.4K Dislikes for The video
content
• Positive Comment about the brand’s
effort from the video content.

14. The Results :
Writer’s Positive mentioning
OF APPLE ENVIRONMENT PR CAMPAIGN
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https://tidbits.com/2020/08/24/read-apples-2020-environmental-progress-report/
• The online article writer has given the mentioning and
positive opinion about the 2020 Apple Environment
Progress Report:
• Customer would be willing to participate in the
corporate responsible business. (Apple Environment),
to be a part of making the world better.
• The policies which is making bene
fi
t for the company in
many aspect, such as cost reduction, unit sales, taxes
and etc. not only the bene
fi
t for the environment.
(Writer’s comment in the positive context = Positive
Sentiment)
• Apple’s Efforts are the small steps to
fi
x the
climate change. The writer proposed that Apple
should be role model for other large business and
governments. (Positive Sentiment)
Wrote by Adam Engst
August 24, 2020
Read Apple’s 2020 Environmental Progress Report

15. The Results :
Negative mentioning
OF APPLE ENVIRONMENT PR CAMPAIGN
15
• The online reader has commented about the policies
and PR efforts in the 2020 Progress Report. By providing
the information about what Apple actually operates the
business under the policy. (Providing information in
the negative context = Negative Sentiment)
September 15, 2020
Apple fails to appear before UK environmental
committee, drawing criticism
Mark Peterson
https://appleinsider.com/articles/20/09/15/apple-fails-to-appear-before-uk-
environmental-committee-drawing-criticism
• The writer has given information about Apple’s willingness to
clarify the concerns on their environmental policy, which is
opposite to what Apple presented through PR efforts.
(Providing information in the negative context =
Negative Sentiment)

16. The Achievements after the PR Actions were taken..
for Apple Environment Policies on July 21, 2020
Brand Popularity
• By YouGov surveys collected between July-October 2020 : for American people: 63% Positive Opinion,
16% Negative Opinion and 20% Neutral Opinion.
• Apple is the most famous technology brand among others (99% have heard of the brand)
• Apple is the 11th most popular technology brand among rivals.
16

17. Financial Robust for Q4, 2020
Stock Price Turned Positive on July 31, 2020
• October 2020, Apple’s Services and Mac revenue reached new all-time high
• The Company posted record September quarter revenue of $64.7 billion
• August 19, 2020, Apple hit a new milestone, becoming the 1st publicly
traded U.S. company to reach a market capitalisation off over $2
trillion and doubling in valuation over the last two years.
First U.S. Company Worth More Than $2 Trillion
• Apple has risen 10% to a new all-time high, boosting the market
higher, while also announcing a 4-for-1 stock split that was cheered by
investors.
Advertiser of the month: Successful Efforts.
• October 2020, the iPhone brand saw its ad awareness increase by 26%.
• 38% of Americans had seen an ad for the product.
• 17.1% of Americans said they would purchase an iPhone product
(increased from 14.3%)
The Achievements
after the PR Actions were taken..
for Apple Environment Policies on July
21, 2020

18. • Apple devices made up most of the smartphone activations in
December 2020
• On Christmas Day December 25, 2020, Flurry Analytics reported that 9
out of the 10 new smartphones activated were iPhones.
The Achievements
after the PR Actions were taken..
for Apple Environment Policies on July
21, 2020
The Biggest Share of Smartphone Activation 2020.
App Stored Grossed upward
64 Billion US dollars in 2020
The most valuable technolo
g
y
brands worldwide 2020
• The App Store grossed upward of $64 billion in 2020, according to a
CNBC report. (2018: $48.5 Billion and 2019: $50 Billion)
• It shows how, in contrast to many other businesses, The digital app
economy boomed during the COVID-19 pandemic.
• Apple is ranked as the most valuable technology company
worldwide with a brand value over 352 billion U.S. dollars.

19. References.
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• https://www.apple.com/environment/
• https://www.apple.com/newsroom/topics/environment/
• https://www.forbes.com/sites/sergeiklebnikov/2020/07/31/stocks-turn-
positive-dow-jumps-100-points-after-big-tech-earnings-beat-
expectations/?sh=55f270065fa4
• https://www.bbc.com/news/
business-53840471#:~:text=Tech%20giant%20Apple%20has%20beco
me,over%20the%20%242tn%20mark.
• https://www.statista.com/statistics/267966/brand-values-of-the-most-
valuable-technology-brands-in-the-world/
• https://today.yougov.com/topics/technology/explore/brand/Apple
• https://tidbits.com/2020/08/24/read-apples-2020-environmental-
progress-report/
• https://socialblade.com/youtube/user/apple/videos
• https://appleinsider.com/articles/20/09/15/apple-fails-to-appear-
before-uk-environmental-committee-drawing-criticism