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The Public Relations Writer's Handbook offers 3 different contexts in Responsive Writing:

There are two general methods of responding:

June 24 – Apple  iPhone 4 Released

 

-- Jun 23 ---------- Jul 30 ---------- Aug 1--

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Reception Issues Reported all over the Internet, particularly YouTube – this is a general Google search “iphone 4 reception”

 

 

 

The Slander Begins...

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Gizmodo was among the first and most vicious in their attacks.

Even posting some of apple's more... "knee-jerk" reactions:

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Back to the 'Rules' (when dealing with criticsm)

 

Apple Retaliates...

Following the Rules of Public Relations.

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Sort of...

 

 

 

July 26, 2010: Press Conference

 

~ no emotional response

✔ support with facts

~ brief

✔ avoid lawyers

✔ make your opinion clear and easily understood

* (Try and work in some good PR) ✔✔

 

 

~ no emotional response

✔ support with facts

✔ make your opinion clear and easily understood

* (Try and work in some good PR) ✔✔

 

 

 

 

 

 

 

 

~ no emotional response

✔ support with facts

✔ make your opinion clear and easily understood

* (Try and work in some good PR) ✔✔

+ Excellent Recaps (an asset in all public speaking)

 

 

 

 

~ no emotional response

✔ support with facts

✔ make your opinion clear and easily understood

* (Try and work in some good PR) ✔✔

+ Excellent Recaps (an asset in all public speaking)

 

 

In parts 3 and 4 you can see.....

 

Their Immediate Actions:

 

Followed by a Press Release

 

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July 2, 2010

Letter from Apple Regarding iPhone 4

Dear iPhone 4 Users,

{Body}

We hope you love the iPhone 4 as much as we do.

Thank you for your patience and support.

Apple


Press Contacts:
Natalie Harrison
Apple
harri@apple.com
(408) 862-0565

Steve Dowling
Apple
dowling@apple.com
(408) 974-1896

- This press release follows all of the rules including:

 

Apple was criticised…

In response they followed Public Relations’  Rules:

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They Did:

22 days after launch.

 

 

 

Conclusion:

Apple's iPhone 4 as case study offers insight into both the online and print worlds.

They followed the rules of PR:

✔ (kind of, it was their 'baby' at the time) no emotional responses

✔ support your points of contention with facts

✔ keep it brief - in letter format

✔ avoid lawyers (although there are different lawsuits right now)

✔ Make your opinion clear and easily understood.

+ ✔ Excellent PR

+ ✔ reinforcing the company and its products