Herzen State Pedagogical Univercity A Brief History of the Golden Apple Christina Fomichyova 2012
Vocabulary: Consistent. Validation-проверка последовательный Extend-продлить Savvy-здравый смысл Commercially- коммерчески drawn-outдлительный Precisely-точно Cumulativeкумулятивный
THE STEVE JOBS APPROACH TO PR MAGIC By establishing yourself as an expert in your field, you become the authority, the go to person in your particular arena. This type of validation will then extend to your product or service. People buy what they trust. Establish yourself as an expert and you won’t need to sell your clients or customers, they will come to you. People will look to you not only for your product or service but also for you advice, your savvy, your expertise.
Steve Jobs Born February 24 th 1955 Steve Jobs was co-founder, chairman and CEO of Apple Inc. His impact on the technology industry, entertainment, advertising and pop culture was vast, and he leaves behind an empire that is changing the way we all live and work.
The Beginning of Apple It all started with three men Steve Jobs Steve Woznia k Mike Markkula They together in the late 1970's designed and marketed the Apple II series of computers.
It was the first commercially successful line of personal computers, and led to the Apple Lisa in 1983 - the first computer to use a mouse-driven GUI (graphical user interface). One year later, the Apple Macintosh was born , and with it, the Apple legend began to grow.
The Fall and Rise of Steve Jobs In 1985, after a long and drawn-out fight with the Apple board, Steve Jobs "left" the company that he helped create. One year later, in 1986, Steve Jobs took a major interest in a small division of Lucasfilm Ltd. Focused on the development of computer generated graphics for animated movies, the company now known as Pixar was acquired by Jobs. He was indisputably a master of using the media to create excitement around new products.
Like the most talented special event marketers, Jobs understood theatrics. He knew how to set the scene and tell a story. As he said, people don’t necessarily know what they want until you show it to them. And he did that…in a big way. Steve Jobs had spearheaded a product that literally changed the way music was played and shared.
An effective PR approach is to establish and brand yourself as you brand your business; and branding is perhaps the main function of a successful media relations campaign. Yes, you want to reach prospective customers and clients, but you also want to establish who and what you and your business are. Remember you’re not selling a product or service, you’re building a brand that establishes your value in the marketplace. That is precisely why you need to view PR as a long term process. It’s impossible to establish a brand in a few months. It is a cumulative process. You need to be consistent. You need to stay on course, particularly during the first six months, which are generally the toughest.
HOW CAN EFFECTIVE PUBLIC RELATIONS BUILD, GROW AND BRAND YOUR BUSINESS? It is the only form of marketing that: Reaches your prospective clients, customers and target market through print, TV, radio and the internet. Offers you the validation and credibility of being featured as a news story and not an ad. Establishes you as an expert in your field. Utilizes media coverage to grow your business and establish your brand.
Building a brand comes down to creating a strong narrative, building a strong story that people relate to. That’s where Jobs understood the process more than most. The Apple brand came to be an ongoing story with new chapters being added with the launch of each new product. Jobs established himself first as a wunderkind, then as a visionary, then as a shrewd business leader who could turn a business model on its head and open new markets. But that legend didn’t simply happen on its own. It was a well crafted, strategically organized public relations campaign.
"Being rich in the main cemetery - not something that I need to sleep at night. . . Lying down with the words" we made something beautiful "- that is important for me" Steven Paul Jobs (February 24, 1955 – October 5, 2011)
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