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May 17, 2011

PRSA Chair: What Apple Teaches Us About Successful PR and Communications — Advertising Age Op-Ed

PRSA had an op-ed published May 17, 2011, in Advertising Age. Authored by PRSA Chair and CEO Rosanna Fiske, APR (@Fiskey), the opinion piece examines the the contrasting communications strategies from Apple CEO Steve Jobs and the company's in-store employees. Fiske also explores what this unique dynamic can teach us about successful public relations for multinational companies.
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How Apple's Reputation Survives Jobs' PR Faux Pas
By Rosanna M. Fiske, APR
Advertising Age
Published: May 17, 2011

Apple CEO Steve Jobs' latest round of off-the-cuff communications raises some great questions for communicators. Chief among them: If a CEO screws up but no one seems to care, does that have any effect on the company's reputation?

Jobs coolly brushed aside concerns over revelations of Apple collecting iPhone and iPad users' location data. Many say that approach works only if your company is the most valuable brand in the world, which Apple happens to be, with a brand value of $153 billion, according to BrandZ.

For the rest of us, however, there are key lessons to be learned from Apple's bizarrely successful style of communications.

Apple has largely eschewed the decade-long push for companies to communicate every second of every day with their customers. Not only that, it is often secretive and does little to temper media reports and wild speculation over forthcoming product launches.

Yet it remains widely successful. Doesn't this fly in the face of all communications counsel?

Read the rest of the op-ed here.


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