The most compelling aspect of working in the public relations industry is that we sometimes make decisions based on intuition. We’re not always right, of course, but it is part of the job.

Like meteorologists, we look at developing trends and prevailing conditions, combine that information with our knowledge of past behaviors and established algorithms, and make an educated guess as to how the weather—in our case the public—is going to act. PR is part art, part science.

So when a legendary and coveted brand like Apple makes any sort of decision, most of us assume it’s the right one. You can’t argue with success, and Apple has had more success than just about any brand on the planet. It is difficult not to become excited when Apple makes a major announcement, as it recently did in revealing that its long-awaited iWatch will debut in 2013.

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