One of the key criteria for the success of Apple columnist thematic blog 9to5Mac, Mark Gurman reliable device called PR-department. In a long article the journalist introduced the classification of specialists in public relations company, and spoke about her PR-technologies.
Press officer of the "apple" of the company into seven departments: Mac, iPhone, iPad, iTunes, corporate communications, promotions and events. Despite the size of the corporation, all their positions in public relations 30 at the headquarters in Cupertino and 20 offices across the world.
Among the members of PR is, those who are responsible for the "correct" positioning of Apple's media. They learn daily news reports that appear in the press and on the thematic resources and even participate in online discussions. Usually the staff of PR-department corporation acting anonymously - they write with other e-mail addresses and a non-existent names.
Several times a week leadership receives reports from Apple mentions in social networks and the media. When in Cupertino deem necessary, they can contact the editions to correct certain inaccuracies.
«Apple does not exist separately from the media, as many believe: its behavior is comparable with the behavior of a teenage schoolgirl, who closely followed the others and sensitive to negative opinions. Some employees of PR-service Apple looking for online pictures of celebrities in the hands of that iPhone, others are reading themed blogs about the company and anonymously leave comments on the social networks. "
PR-service, Apple may even "suggest" journalists desired article. Gourmet brought a letter to the company's employees Publishing 9to5Mac. It contains a link to an article in which the Android mobile platform is shown in a negative light.
Gourmet believes that some aspects of PR-communications Apple resemble a competitor from South Korea. Marketing campaign Samsung, as you know, is largely based on the anti-advertising "apple" products. Truth in Cupertino are much neater and therefore do not cause negative public resonance.