Key insights from an Apple PR pro
After Steve Jobs’ tech giant ditched its agency in favor of in-house staff, it played things even closer to the vest, to its great advantage. Find out more from a 10-year company veteran.
It was published in Harvard Business Review and has received quite a response, some of which surprises me, because I guess what I thought was normal isn’t so.
For example, why is it so odd for a CEO to read and approve press releases? I’d rate communications up there alongside reading sales spreadsheets as a key responsibility of any successful company leader. Yet, it was so unusual to others that Business Insider ran it as a headline.
I’ve also received many requests for more takeaways from my time on Apple’s PR team. Rather than respond one on one, I thought I’d pay tribute to Steve Jobs and his famous keynote line “one more thing…” and offer one or two more.
Surprise and delight
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