We recently posted on the biggest takeaways from 9to5Mac’s extensive inside look at Apple’s media relations strategy.
The piece provided a fascinating behind-the-scenes glimpse into the company’s one-of-a-kind culture, and as a follow-up we were fortunate enough to speak with a source close to Apple’s international PR team for an insider’s take on the story…and more.
What did you think of the 9to5Mac piece?
Nothing surprised me; the only thing I would object to is the part about shredding the strategic “white books” before events. They were referring to “At a glance” docs, which are simply printouts. PR receives them a few days before each event and hands them back to management when it’s over.
And the part about PR doubling as bodyguards?
Yes, I did see a PR blocking a couple of photographers who were trying to take pictures of Steve Jobs at one event.
How did the Jobs-to-Cook transition affect internal strategy?
At the beginning it was not noticeable at all, but people saw that Cook seemed far more proactive on sustainability, CSR, workers’ rights in China, etc. In terms of general strategy, though, nothing changed.
How closely does the international organization work with the American PR team? Read more