• The Apple of PRs Eye

    The lines were long – stretching for blocks and blocks in major cities from Singapore to San Francisco. In New York alone, several hundred people waited outside for hours for “their chance.” Oddly, I’m not writing about the latest round of auditions for American Idol or even a chance to meet the best American idol of our time – Justin Bieber.

    No, the people standing, sleeping and sitting in lines for hours on hours were waiting to purchase the recently-released iPhone 5 which, according to reviews is thinner, lighter and even faster than the old, “so yesterday” iPhone 4.

    Although this frenzy is slightly scary to me, (someone who admittedly has never owned, used or dreamed about an iPhone), I marvel at the PR buzz that Apple manages to generate with each product launch.

    The iPhone 5 release was covered in almost every major news outlet from CNN to The Today Show. This coverage is even more impressive considering there’s a lot of real news going on in the world right now.

    At least one public relations trade publication also was impressed by the Apple PR machine and decided to share some tips for building Apple-like awareness around product launches.

    Of course, the tips, which originally appeared in a Vocus blog, may not work as well in the BtoB arena. However, just in case there are any lessons learned from the Apple way, then other public relations practitioners may want to take heed.

    To read the full article from Ragan’s PR Daily headlined, How to create iPhone-style hype for your brand, click here.

    Jackie Parker is the Vice President at Arketi Group, an integrated marketing consultancy that helps business-to-business organizations generate revenue and accelerate growth through intelligent strategy, branding, marketing and public relations. To view all company blogs go to Arketi Group blog site.

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