A P P L E ’ S P R I N 2 0 1 6

P A S T , P R E S E N T A N D T H E D R I V I N G F A C T O R S

PREPARED FOR

MUSHTAQUE AHMED

COURSE INSTRUCTOR: IMC (M403)GUEST FACULTY

INSTITUTE OF BUSINESS ADMINISTRATION, UNIVERSITY OF DHAKA

PREPARED BY

SAMIHA MAJID (RH-01)SHAFQAT AURIN SIDDIQUA (RH-04)

MASTURA TASNIM (RH-08)SHATABDI BISWAS (RH-12)

NAZIA FAIRUJ MONISHA (RH-17)NOVO MANZOOR (ZR-18)SAMINA SARWAT (RH-25)

BBA 21ST BATCH

DYUTY AURONEE (RH-31)TANZIR ISLAM (ZR-51)SARA ANHAR (RH-57)

MAHROOS MURTAZA CHOUDHURY (ZR-59)

RAFI AHMED (ZR-60)MUHTASIM SAROWAT RAYED (ZR-61)

SARWATH HAFIZ MUMU (RH-70)

LIL BIT OF HISTORY

STEVE JOBS SETTING THE PACE

Before spending any money on

hardware, Jobs used the first VC

money to hire the best PR professional

in Silicon Valley

Steve Jobs learned from Regis McKenna

how to surround the introduction of new

products with “national excitement”

PR GENIUS

LESSONS FROM STEVE JOBS

Jobs, Every Step of the Way

Jobs was involved with all of Apple’s

communications down to individual words in press

releases.

An Adjective for Every Product

Jobs came up with the strategy of assigning an

adjective to each Apple product for usage in press

releases

Used words across Apple’s marketing materials

Revolutionary Magical Legendary

App Store

iPad

iPhone

PR Practice with Partners

All press releases involving a partner were to be

wholly written and distributed by Apple

APPLE’S PR TACTICS

MASTERY WITH THE MEDIA

Core PR Strategy

TELL THEM

WHAT TO

BELIEVE

Multiple teams and initiatives working together for months to create the hype around Apple products & events

Apple Events

MASTERED THE ABILITY TO

CONTROL SITUATIONS

INVISIBLY, WITHOUT HAVING

ITS EFFORTS NOTICED

A detailed approach to event planning and wider communications strategy

Planning for rare life-threatening

emergencies during keynotes

Suppressing rowdy crowd

members

Secret bodyguards for Apple

executives

“The keynote is

like a production.

You have to

have a special

appreciation for

it.”

Process starts weeks before

keynote addresses

PR team keep an eye on media

reports to determine

expectations

Executives typically practice

for two weeks

Every single element of the

presentation is specifically

determined in advance

White Booklets

DESCRIBES ALL ASPECTS

OF THE EVENT IN EXACT

DETAIL

Senior PR members

prepare special white

booklets

Booklets are handed back

after pre-event pep talk

and shredded on site

PR TEAMS

FULLY IN-HOUSE TEAM OF 30 PR

EMPLOYEES

Behind the PR Brilliance

Dedicated PR staff guides

executives through Apple

media events and

interviews with reporters

Collective work of these

teams profoundly

shapes Apple’s media

narrative

Separate teams of each products and events

Momentum and Buzz Marketing Team

Puts iPhones and Macs

into the hands of

celebrities and public

figures

Works with major sports

leagues to integrate the

iPad into coaching

toolkits

Integrates Apple’s products into popular culture

CONTROLLING

THE PRESSSTRATEGIES BEHIND THE

COOL, MEASURED PUBLIC-FACING IMAGE

Press Response

Directly responds only when

something needs to be said by

“Apple” rather than “sources

familiar with the matter.”

PR teams monitors what the

media is saying about the

company every day

Apple only works with

journalists who publishes the

way it wants

When not pleased with

coverage, Apple sometimes

works to shift the narrative, even

attempting to undermine giant

news organizations.

Product Reviews

Apple PR representatives

inspect individual iPhone and

iPad boxes for scuff marks and

minor scratches before

handing the units off to

reviewers

Apple provides writers

with a “Reviewer’s

Guide.” Meant to focus

reviewers’ attention on

key marketing points,

making the “reviewing”

process earlier.

These booklets include

many of the same

phrases used on

Apple’s website

Apple prioritizes reviewers and

gives exclusive information to

favored sources on its

upcoming products to create

the initial buzz

iPhone 7 Launch Event

SEPTEMBER 7, 2016

Changed iPhone Market Scenario

iPhone sales have levelled off, due to premium alternatives in the Android camp and lack of

real innovation in this sector in recent years

No ground

breaking update

in iPhone 7

Minor updates and

tweaks in design over

the old iPhone

Focus on Social Media

Apple usually avoids social

media. Consumers won’t hear

from them until they have

something important to say

Apple created an

official verified Twitter

account, from which it

has yet to tweet

Apple started

sending out ‘ghost

tweets

Invested in sponsored tweets

with a custom emoji to

accompany the #AppleEvent

hashtag

CEO Tim Cook

joined The Late Late

Show’s James Corden for

a quick bit of Carpool

Karaoke

James Corden’s Carpool Karaoke

Earlier this summer,

Apple announced a 16

episode order for

Carpool Karaoke at

Apple Music

A 107 video that highlights all the announcements of the event

PR Video

T H A N K Y O U !