Seeing through the illusion: Understanding Apple’s mastery of the media

From 9to5 Mac: Apple’s public rela­tions depart­ment is prob­ably the best in the world — certainly more impres­sive at shaping and control­ling the discus­sion of its prod­ucts than any other tech­nology company. Before customers get their first chance to see or touch a new Apple product, the company has care­fully orches­trated almost every one of its public appear­ances: 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. Nothing is left to chance, and 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. · Go to Seeing through the illu­sion: Under­standing Apple’s mastery of the media →

Tips for managing multiple editorial calendars on the go

From A typical marketing manager will have a team of content creators working under them on a variety of different content items. They may be working on several different campaigns simul­ta­ne­ously with output going to websites, social media and content sharing plat­forms for video, slides or ebooks. Managing all of these people and tasks can become over­whelming as multiple dead­lines start to loom, while strategy for the upcoming months must also be planned. · Go to Tips for managing multiple edito­rial calen­dars on the go →

My Communications Director is an idiot

From Kivi Leroux Miller: I’m friends with many nonprofit program and research direc­tors who confide in me about their various scuf­fles with commu­ni­ca­tions or fundraising staff in their orga­ni­za­tions. Nothing strange there.

What I do find a little surprising is how often I will meet a program or policy director, or even an exec­u­tive director, for the first time, and upon learning what I do for a living, they will say, “Ugh. Our commu­ni­ca­tions director is a complete idiot.” · Go to My Commu­ni­ca­tions Director is an idiot →

Transforming PR for a mobile world

From Fast­Com­pany: While everyone’s busi­ness has been forced to change in this 247 always-on, mobile world, we as PR prac­tioners (and here I am as guilty as anyone) still tend to release news according to our schedule and timing, not that of the media. Like glad­handing politi­cians, we knock on jour­nal­ists’ virtual door fronts with our campaign liter­a­ture (that is news releases) in hand, asking the media to endorse us by writing our story — not their story. Scott asks a simple but insightful ques­tion: What if you reverse the equa­tion, and instead of reaching out to jour­nal­ists on your schedule, get them to find you? · Go to Trans­forming PR for a mobile world →

Newsjacking: A new approach to PR

From Ann Handley: The tradi­tional PR model is dead. Tradi­tional PR sticks close to the script, embar­goes press releases, follows a prescribed time­line, and all that. But here’s the problem: Conver­sa­tions careen with such speed and velocity that you need to rethink your approach if you want to be part of them, says David Meerman Scott.

Enter “news­jacking” — a process, as defined by David, “by which you inject your ideas or angles into breaking news, in real time, in order to generate media coverage for your­self or your busi­ness.” · Go to News­jacking: A new approach to PR →

10 essential PR tips for startups

From Erica Swallow at Mash­able: It can be chal­lenging for unknown star­tups to garner press atten­tion — budgets are tight, rela­tion­ships with jour­nal­ists may not be that strong and explaining a new concept is diffi­cult. Not to mention, early-stage star­tups usually only employ a few people focused on product and devel­op­ment. There­fore, marketing and public rela­tions are often tackled piece­meal by whomever has time.

Good press, though, can be one of the biggest drivers for star­tups looking to grow their user bases, and as a result, a pretty impor­tant compo­nent for success. · Go to 10 essen­tial PR tips for star­tups →

The good, the bad and the trustworthy

From strategy+business: Some compa­nies’ hapless responses to acci­dents and other inci­dents have made busi­ness seem untrust­worthy, yet the value of a good corpo­rate repu­ta­tion has grown more impor­tant to the public. Compa­nies must put strate­gies in place to safe­guard their repu­ta­tion and their brands. · Go to The good, the bad and the trust­worthy →

New Tiger Woods Nike Commercial: It Sticks

From Busi­ness Pundit: Nike has aired a new Tiger Woods commer­cial that’s very different from the stan­dard sports spots. A camera focuses on Woods’ solemn face while the voice of Tiger’s father, Earl, gives the following insight: “Tiger, I am more prone to be inquis­i­tive, to promote discus­sion. I want to find out what you’re thinking was, I want to find out what your feel­ings are, and did you learn anything?” · Go to New Tiger Woods Nike Commer­cial: It Sticks →