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daily 09/09/2014

      • What could happen?Contingency planningmake a big list
    • As a member of Apple’s PR team recalled, preventing what would otherwise have been a show-stopping disruption was seamless, as potential hiccups in the event had been pre-considered “down to a science.”
    • it has mastered the ability to control situations invisibly, without having its efforts noticed.
      • Make use of intimidation. It’s not an end unto itself.
      • Appear effortless – this instills trust in friends and intimidates enemies.
    • Apple PR even acts as “organic, non-obvious body guards” for individual Apple executives including Tim Cook and Senior VP of Worldwide Marketing Phil Schiller, physically blocking members of the media from getting sometimes meaningful or off-topic questions answered following presentations.
    • Lower-level Apple employees are strategically nestled within each event’s audience, different journalists are kept in specific positions, and Apple executives need not worry about last-minute changes. Everything’s under control.
    • Apple’s PR/Communications and Marketing teams keep an eye on media reports to determine expectations, leaking information to temper expectations that won’t be matched by the announcements.
    • Apple’s biggest boosters get early tips to expect and publicize the invitations; for instance, on the exact day Apple announced its latest event, Canadian blogger Dalrymple just happened to be in Cupertino, snapping photographs of a structure Apple was building for the event at the Flint Center. It’s difficult to just call that a coincidence.
    • “Beautifully, unapologetically plastic.”
    • controlled leaks and advance briefings for favored writers, an invite-only media debut, and a special early review process for a group of pre-screened, known-positive writers.
    • it remedies that by using proxies to deliver carefully crafted, off-the-record responses.
    • “tell them what to believe”
    • The company’s long-time head of PR, Katie Cotton, left the company earlier this year as CEO Tim Cook openly sought to make a major change in the way Apple interacted with the press and its customers
    • special early review process for a group of pre-screened, known-positive writers.
    • in the rare case where Apple doesn’t control the initial message, it remedies that by using proxies to deliver carefully crafted, off-the-record responses.
  • Diggs: “I’m sick of coming up here. I just want to eat Pluckers and leave.”

Posted from Diigo. The rest of my favorite links are here.

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Categories: Uncategorized
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