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Every good story needs a hero, tension, suspense and a happy ending. What better example is there than Apple?

Having launched over 40 years ago as a technology start up, Steve Jobs (enter hero), accelerated the company’s success during his reign, albeit with some bumps in the road throughout the journey. The company has teetered on the edge of bankruptcy, occasionally drowned in controversy, been marred by tragedy and multiple law suits (is that enough tension and suspense for you?).

This week, Apple has become the world’s first trillion-dollar company, but this is far from the end of Apple’s story, but rather a pause, or chapter turn in its evolution. Apple fans are waiting with bated breath for the tech giant’s big announcement in September when it will unveil three hotly rumoured mobile handsets.

Apple has taught the PR industry a lot over the years, in particular, managing said launches.

For at least the last eight years since I’ve been in PR, there has been speculation around whether iPhone “leaks” are real or a stunt by Apple to get headlines and attention in the lead up to launch date. Apple wins a huge share of voice in the weeks leading up to its latest device launches, some of which may even include blueprints and leaked documents.

Apple always declines to comment on the rumours, but there is never a sense that it wants to dampen the news. Afterall, most articles are positive and receive millions of hits because who doesn’t like to read about a secret being exposed? The articles lead to more people jumping on the bandwagon and providing their thoughts on the company, products etc which is only good for Apple, and is a PR professional’s dream.

Every tech company wants to know what secret sauce can they use to move their PR efforts along, when in actual fact, most of the time it’s just about bringing things back to the basics of good storytelling. What’s the company’s story? Who is the hero? What tension and suspense can you use to provide a compelling story? Once these questions have been answered, you’ll have the beginnings of a great PR campaign.

By Devika Mistry, Senior Account Director

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