A recent post about the Cloud Computing company, Digital Ocean, got me thinking about what makes certain corporations superstars in their industry. It seems to be an elusive combination of outstanding products that add value to peoples’ lives and great communication about those products. Cameron Craig highlights his five most important communication lessons in the Harvard Business Review article, “What I Learned From 10 Years of Doing PR for Apple.”
- Keep it simple
- Value reporters’ time
- Be hands on
- Stay focused
- Prioritize media influencers
It’s a fascinating read and the article was so popular that he wrote a short follow-up on LinkedIn called “One more thing.” This post explained the importance of Apple’s Surprise and Delight philosophy as well as the benefits of in-house versus outsourced marketing. I worked with Apple before, during, and after their “turnaround” and saw their acoustics team apply these concepts. Apple went from one acoustic engineer using the anechoic chamber as a storage room to multiple state of the art chambers staffed by the best and brightest acoustic engineers in the industry. We were all “surprised and delighted” when even the first iPhones were a breakthrough in cell phone audio quality.
The pros and cons of Apple’s products are constantly argued, sometimes quite vocally. For example, a recent Reddit thread “The Galaxy Note 7 is miles ahead of the iPhone” has over 1,200 comments. However, the fact remains that Apple still adds value to a massive number of customers and consistently communicates that value effectively. It’s a lesson many tech companies ignore at their own peril. Even Google, with a virtually unlimited marketing budget has some questionable practices like announcing news too far in advance. Yahoo, of course, is the ultimate recent example because less than a decade ago, it was in Google’s dominant industry position. Could Google succumb to the same fate? The next post in this series will explore some of these questions.