What I Learned From 10 Years of Doing PR for Apple
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.
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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.
