Monday, August 29, 2016

What I Learned From 10 Years of Doing PR for Apple

Cameron Craig:

We didn’t work with long media lists. Instead, we focused on a relatively small number of reporters who we believed set the tone for others to follow. We’d offer these reporters such things as exclusive interviews, following a launch or first shot at reviewing new products. By keeping the number small, our hands-on approach was more manageable. After the initial coverage from influencers, we’d expand our reach to regional reporters and trade publications.


Most importantly, respect your brand. That’s the biggest lesson of all that I learned at Apple. It’s your biggest asset and you have to protect it. Think twice before giving away your products in a raffle. Think carefully about what other brands you associate with.

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