The first, from the MacObserver, is worthwhile PR information. Apple proves once again they are 16,000 steps ahead of the rest of us and have been orchestrating controlled leaks for their new, yet to be released products for years. Here is how they do it from author John Martellaro.
The way it works is that a senior exec will come in and say, “We need to release this specific information. John, do you have a trusted friend at a major outlet? If so, call him/her and have a conversation. Idly mention this information and suggest that if it were published, that would be nice. No e-mails!”
The communication is always done in person or on the phone. Never via e-mail. That’s so that if there’s ever any dispute about what transpired, there’s no paper trail to contradict either party’s version of the story. Both sides can maintain plausible deniability and simply claim a misunderstanding. That protects Apple and the publication.
Controlled leaks are almost always the solution to a problem. In this case, it could have been that Apple needed to release the tablet information early because they wanted:
- to light a fire under a recalcitrant partner
- to float the idea of the US$1,000 price point and gauge reaction
- to panic/confuse a potential competitor about whom Apple had some knowledge
- to whet analyst and observer expectations to make sure the right kind and number of people show up at the (presumed) January 26 event. Apple hates empty seats and demands SRO at these events.
Brilliant Apple, just brilliant. And thanks Twittersphere for bringing this to my attention. This strategy will surely add to my arsenal of PR knowledge that perhaps someday I can use for my own clients.
Now we come to the second story of the hour, Bristol Palin’s PR shop. The first article I read was from Bloomberg stating:
Bristol Palin, the eldest daughter of former Alaska Governor [she who must not be named], has set up her own public relations firm, according to articles of organization filed with the state Commerce Department.
The single-member limited liability corporation will be known as BSMP LLC and based in Anchorage. Bristol Palin, 19, signed the document as the organizer.
What does Bristol Palin exactly know about PR? Well, I guess she’s learned from the best (mom) about how easily the public can be manipulated. But with a little more digging I found some refreshing news. From PR Junkie:
The story is true, sort of.
Back in September, Bristol Palin filed papers in Alaska establishing a limited liability corporation (LLC) called BSMP, which are her initials. The LLC provides lobbying, public relations and consulting services.
Does this mean you’ll be rubbing elbows with the younger Palin at the next PRSA conference? Probably not.
Bristol Palin is a spokesperson for a pro abstinence organization called Candies. She set up the LLC for tax purposes, so she can be paid as an incorporated entity instead of as an individual.
Phew! Safe for now. And this story is ridiculous, I’m sorry I spent so long reading it and even more sorry I spent so long exacerbating the problem by writing about it.