{"id":9419,"date":"2014-09-01T19:56:22","date_gmt":"2014-09-01T23:56:22","guid":{"rendered":"http:\/\/mjtsai.com\/blog\/?p=9419"},"modified":"2016-06-29T13:50:51","modified_gmt":"2016-06-29T17:50:51","slug":"understanding-apples-mastery-of-the-media","status":"publish","type":"post","link":"https:\/\/mjtsai.com\/blog\/2014\/09\/01\/understanding-apples-mastery-of-the-media\/","title":{"rendered":"Understanding Apple&rsquo;s Mastery of the Media"},"content":{"rendered":"<p><a href=\"http:\/\/9to5mac.com\/2014\/08\/29\/seeing-through-the-illusion-understanding-apples-mastery-of-the-media\/\">Mark Gurman<\/a>:<\/p>\r\n<blockquote cite=\"http:\/\/9to5mac.com\/2014\/08\/29\/seeing-through-the-illusion-understanding-apples-mastery-of-the-media\/\"><p>Apple&rsquo;s public relations (PR) department is probably the best in the world &mdash; 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&rsquo;t control the initial message, it remedies that by using proxies to deliver carefully crafted, off-the-record responses.<\/p>\r\n<p>[&#8230;]<\/p>\r\n<p>Two months in the making, this article is the product of over a dozen interviews with journalists, bloggers, and PR professionals, including many who have worked at Apple.<\/p><\/blockquote>\r\n<p><a href=\"http:\/\/9to5mac.com\/2014\/08\/29\/part-3-strategies-the-art-of-deep-background-and-controlling-the-press\/\">and<\/a>:<\/p>\r\n<blockquote cite=\"http:\/\/9to5mac.com\/2014\/08\/29\/part-3-strategies-the-art-of-deep-background-and-controlling-the-press\/\"><p>Apple&rsquo;s PR team isn&rsquo;t above quietly spreading negative press about competitors. For instance, when a publication &ldquo;has written something negative about Android, [Apple PR] would send those stories around,&rdquo; telling writers something like &ldquo;that&rsquo;s how we feel.&rdquo; As just one example, Apple PR sent this email to two 9to5Mac reporters earlier this week, attempting to underscore an Android app&rsquo;s failures.<\/p><\/blockquote>","protected":false},"excerpt":{"rendered":"<p>Mark Gurman: Apple&rsquo;s public relations (PR) department is probably the best in the world &mdash; 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 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\"","apple_news_suppress_video_url":false,"apple_news_use_image_component":false,"footnotes":""},"categories":[2],"tags":[38,101,994],"class_list":["post-9419","post","type-post","status-publish","format-standard","hentry","category-technology","tag-apple","tag-business","tag-media"],"apple_news_notices":[],"_links":{"self":[{"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/posts\/9419","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/comments?post=9419"}],"version-history":[{"count":1,"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/posts\/9419\/revisions"}],"predecessor-version":[{"id":9420,"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/posts\/9419\/revisions\/9420"}],"wp:attachment":[{"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/media?parent=9419"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/categories?post=9419"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/tags?post=9419"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}