Does Apple do the best PR?Posted: April 21, 2010
When Apple announces anything, or even hints at announcing something, the media and blogosphere light up. Steve Jobs face beams from magazine covers and social networks buzz with inside stories. Most, if not all, that attention is positive. Is this great PR at work or simply great products at work? I’d argue that Apple doesn’t do great PR but because they make great products they don’t need to. Don’t get me wrong, I think they execute their PR with great professionalism. Their positioning is as crisp as their product set. But they don’t do high risk tactics, or even stunts. They do build excitement and then they deliver products that match that excitement (for the most part).
There are lots of companies that could match Apple at PR. But to compete with Apple they need a CEO who can sell like Steve and products that are as good as the ones Steve sells. With those ingredients they could out PR Apple. Indeed with those ingredients they could wipe the floor with Apple. Truth be told the media don’t love Apple, nor do many bloggers. But they do love that Apple keeps turning out great products and keeps saying provocative things. But if someone really wanted to take them on and had the substance to match them, the media would enjoy taking Apple down. Then we’d find out how good Apple was at PR.