How Taylor Swift and Apple Both Came Out on Top

This past week has been a long back and forth between pop-star Taylor Swift and major music mogul, Apple Inc. It appeared to be the clash of the ages, beginning with Swift posting an open letter to Apple on her Tumblr account on June 21. In the letter, Swift explained she will not be supporting Apple’s new streaming service because during the 90 day free trial for customers artists that are available to stream will not be paid.

           

After the letter was published it immediately went viral and, eventually grabbed Apple’s attention. A few days after the letter was published Apple responded to Swift’s letter, saying that they will pay all artists that are available on the streaming service for the first three months.

           

Swift had won the battle she had sought to win, however, it was until June 26, nearly a week after the original letter was published, that Swift finally said she would allow her 1989 album on Apple’s streaming service. In typical Swift fashion she made the announcement in the form of a simple tweet thanking Apple for listening to her concerns.

           

What’s important to note here from a PR stand point is that, while at first, it might seem like Swift came out on top, there’s room for Apple at the top as well. For Swift, her all-star status was reaffirmed and her name is now being seen all over the news as the artist that stood up to Apple. For Apple, they saved millions in free publicity for their new streaming service. Now, not only does the public know about their new service and the fact that it’s free for the first three months, they also know it’s morally solid and that Apple did the right thing by agreeing to pay artists.

           

In the field of public relations the more a company can get their name and service out there without spending a cent is vital because it leaves more funds to do original, innovative or exciting things within a campaign. Though of course Apple isn’t hurting for money, the lesson learned from Taylor Swift v. Apple 2015 is something that all public relations professionals and students can apply to their work.

           

Free publicity can be negative or positive and PR professionals can never be quite sure what they’re going to get until they see it, however, taking a note from Apple it’s easy to see that the saying “all publicity is good publicity” still holds true in the world of PR.        

This guest blog post was written by PRowl Account Executive Hannah Litchfield 

Spotify Stays Creative with Statement after WWDC

On Monday, Apple announced at the Apple Worldwide Development Conference that it would be stepping back into the music scene. Not as far back as the days of Limewire, but not as recently as Touch Tunes, Apple did play a major role in the way that downloading music has developed. Apple Music is the company's new music service that ultimately serves the same needs as Spotify, iTunes, and Pandora. 

Innovations like these in the business world affect marketers because it immediately means competitors. Before announcing the big idea, Apple's communications team had to research and strategically plan how it would compare to the leading streaming services for music.

Spotify Chief Executive Officer, Daniel Ek, did not have much to say about the announcement initially, sharing only two words via Twitter:

Since then, Spotify posted a statement on their website sharing powerful statistics that they have reached 20 million paying subscribers. Not to mention, 75 million active streaming users. Basically - hey Apple, this is what we're working with - Spotify is getting personal with their audience and spreading the love to their fanbase in case they were thinking about turning.

In the statement, "The Spotify Team" include graphs to give users the inside scoop on how the numbers work behind the scenes. This type of reference makes the public think that Spotify thinks we are important even to know ourselves!

You haven't even heard the best part yet - as per any occasion, Spotify has come through and made us a playlist. "20 Million Thank Yous" is 17 popular, upbeat, happy-go-lucky songs, ranging from Zedd to Queen. It was a great idea for Spotify to take a creative approach when addressing the announcement of Apple Music. Spotify doesn't have to act or innovate now, but the PR team has to plan one way for the brand to publicly say something.

I decided to put "20 Million Thank Yous" on while I wrote this post. I couldn't be happier I did.

U2 on Ur IPhone

Some of you Iphone addicts may have noticed a new addition to your library early Friday morning.  The band, U2, released it's first album in five years...for free...through a partnership with Apple.  Apple does confirm that they paid band members, though the amount has not yet been released.  According to Daily Mail, there have been reports of Apple paying the band up to $100 million for the deal.  

Bloomberg News quoted Bono, a member of the band, saying, "People who haven't heard our music, or weren't remotely interested might play us for the first time because we're in their library.  And for the people out there who have no interest in checking us out, look at it this way...the blood, sweat and tears of some Irish guys are in your junk mail"

This is definitely the first of this kind of marketing/promoting that I have ever experienced.  In a way, I guess it can be called "guerilla marketing" as it took everyone with a Iphone by surprise.  With the recent leak of nude celebrity photos through the cloud and now this, I am beginning to think it is time to make some setting changes on my phone.  

Outraged customers used Facebook and Twitter to express how they felt about the whole ordeal.  People are more concerned with the violation of privacy that Apple has allowed for it's users.  Also, getting the 11 song album off of your iTunes seems to be quite difficult.  

On the opposite ends, there are fans of U2 raving about the deal, saying that the free download was a gift and has been on repeat since it showed up on their phone.

Apple's senior vice president of Internet software and services, Eddy Cue, said in a statement earlier this week that, "U2 has been an important part of Apple's history in music and we're thrilled to make 'Songs of Innocence' the largest album release ever."

There is not much in the news regarding the deal as a marketing move, but I am anxious to see if this kind of surprise becomes a more popular publicity strategy over time.

Do you think this was a smart way to promote the band's new album? Or do you think it may have made some enemies out of consumers for invasion of privacy? Let us know in the comments!

This guest blog was written by PRowl staff member Kaylie Corallo.

Strategic Planning: Apple Inc. Event

What you will find interesting about this post is that I am not writing about what Apple has released today. That, I am not certain of. But when large companies release major news after a major lead-up - it's a great opportunity to analyze it from the PR prospective.

Each year, consumers anticipate Apple's announcement of brand new products. What once started out as an all-new PC, Apple now carries all sorts of products from laptops to iPhones to tablets. Thanks to the internet, there are a plethora of rumors regarding what new product will be announced. Will it be a bigger iPhone? The iPhone 6? Two different versions of the iPhone 6? Or the iWatch?

(Source: Exact Target / 2013 Apple Event promo)

Consider the announcement from the internal side. It's possible that all of the information about the products was leaked on purpose. It's also possible that it wasn't. Either way, strategic decisions needed to be made in order for Apple to sustain a sense of mystery until today, the day of the unveiling event. It's ironic that as PR professionals we want to hear people talking about what we're working on, while at the same time it can be a double-edged sword and lead to possible customer disappointment. After hearing so much about these products, consumers may be easily let down if what they were excited about was not released or below their expectations.

Rumor has it that the iWatch may be announced, but not put on shelves for sale until months from now. Why? The strategic plan behind this could be that Apple really does want to surprise us. A new iPhone and iPad will only be innovations on a current category, but the iWatch is the first product in a new category. Additionally, the iWatch is not considered a necessity to most. With more time, Apple (and its consumers) can figure out why the iWatch is something that we need. Showing us what we desire without even knowing we desired it is something Apple does oh-so-well.

(Source: Telegraph)

Chances are you've found out what the new Apple product if not before, but by the end of this article. What do you think about the hype and results of one of America's favorite brands?

Top 10 "Best" Brands

What goes into considering a brand the "best?" Is it their product/service, customer service, or social value? When either beginning to frame your brand or spruce it up with a re-branding, it's important to understand what the brand means to you. All decisions for the brand should be based on allowing the audience to clearly see what you stand for.

More than often, a brand will introduce itself to the audience by sharing what their impact is on the particular market. From then on, the most common successful strategy is to keep continuity within your brand. Strong continuity correlates with recognition of your brand across various platforms.

According to Forbes, the current top 10 brands are:
1. Apple
2. Microsoft
3. Coca-Cola
4. IBM 
5. Google
6. McDonald's
7. General Electric
8. Intel
9. Samsung
10. Louis Vuitton

Did any of these brands surprise you? Let us know if you can spot any similarities in these top brands! For instance, 6 out of the 10 brands are in the technology industry.

Apple Vice President of Worldwide Corporate Communications Retires After 20 Years

On Wednesday, Katie Cotton announced that she would be stepping down from her position at Apple to spend more time with her children. During her nearly two decades at Apple, Cotton served as gatekeeper to company co-founder Steve Jobs and current CEO Tim Cook.  She also guided the media narrative around almost everything from the iMac to the iPad.

Cotton made PRWeek's Power List in 2010 alongside the late Steve Jobs.  She was recognized for leading the incredibly successful and mysterious communications culture behind the company.

Her entry in the 2010 Power List stated, "It is certainly tough to assess the communications strategy of a company whose official policy resembles the ancient Sicilian Code of Omerta. Despite its reticence to act ‘normally’ – or perhaps due to it – Apple's products attract credibility, mystique, and reputation beyond any PR strategy."  The profile added, "the strategy annoys competitors and industry observers alike – but it works."

Apple is known for doing business differently from other tech giants, this also goes for their communications strategy. "Apple stubbornly refuses to conform to traditional communications norms, making a feature of its lack of openness that historically contributed to the mystique and air of exclusivity around the brand, as well as some frustration."

Cotton’s career is that of the dreams of every PR pro. She handled communications for one of the most recognizable brands in the world under the direction of Jobs. Cotton helped craft the story of mystery and intrigue for Apple.  She had to handle what most public relations professionals will have to do- deal with the kind of boss like Jobs. No matter if you’re going into the entertainment industry or a PR firm, you will have to handle difficult clients. This is the nature of the business, but to please and report to one of the most notorious people in the high tech industry…I’d rather manage a rock band.

Cotton accomplished her goals by creating an in house PR firm within Apple. Normally companies as big as Apple would hire a firm, not Apple, the leadership was completely created under Cotton’s watch. Cotton was never pictured on Apple’s executive leadership page, but my impression has long been that she was one of the most influential executives at the company. It is difficult to find a photograph of Jobs or Cook at a press event in which she is not at their side. 

This guest blog was written by PRowl staff member Nathan Wilson. 

Tech Giants Let NSA Collect User Data

In a world where technology is king and data leak scandals are prevalent, we never truly know who could potentially collect our user data. We blindly put our trust into technology companies, whose privacy policies that we never actually read, without skipping a beat. 

That is why it should be no surprise that tech giants like Google, Microsoft, Apple and Yahoo knew of the existence of the Internet surveillance program PRISM.  According to the NSA's top lawyer, quoted in a recent Mashable article, these companies complied with the government order however they just didn't know it was called that. This revelation comes after months of repeated — and very similar —denials by the tech companies.

As it turned out, the NSA can't just press a button and read a target's emails. The NSA has to get a Section 702 order (which refers to the part of the law which serves as its legal basis) and then the companies comply with it, delivering the data in different ways.

To put this is a PR perspective, it’s a disturbing thought that something you post for a client on Facebook or something you search for on Google while at work could cause three SUVs to materialize in your front yard while six plainclothes police officers fan out to case the joint and ask you a few questions. Sensitive client information should only be used while in private web browsing mode. 

What is your opinion on this recent government scandal? We want to know!

Brand Frenzy

Over the weekend Apple released their two new products, the iPhone 5C and 5S, in stores. Once again, there was a huge frenzy around the release. People lined up in droves just to be one of the first to own the coveted devices. While technology editors and reviewers don't seem to be as dazzled, that didn't stop the crowds from pouring in and giving Apple a record-breaking product launch.


If the product hasn't evolved at the rate that tech editors had hoped, what keeps the lines spilling out the doors? My guess is brand frenzy.

I say brand frenzy as opposed to brand loyalty because that is what it has turned into. The products may not have evolved as much, but consumer loyalty to them has. Customers are glued to their computers to catch the newest innovations announced at the keynote address in one window and to sell their now outdated device in another. Others are already camped outside their local Apple store to snag the freshest product.

Apple has done an incredible job over the years marketing themselves as the cool, popular kid of Silicone Valley. For a long time now, people have stopped buying Apple because they are so revolutionary. Rather, they buy Apple because they are so cool.

In terms of smartphones, many companies have caught up with Apple technology wise. There may no longer be a race to see which brand can compete with them, but Apple is still in heavy competition with itself. Most of the excitement swirling around the Apple keynote address is simply to see whether or not they have outdone themselves like in years past. While the tech editors may not be as swept away as they used to, Apple still seems to have the consumers in the palm of their hand.

Is there a brand that you have become loyal to? Tell us about it in the comments below!

It’s Official – Everyone Loves An iPhone!

For any aspiring Public Relations professional, owning a smart phone is a necessity. Public Relations work never ceases to end so being able to be available 24/7 is a must. As a previous dedicated BlackBerry user turned iPhone lover, I was thrilled to find out that the world really does love Apple. RIM? Not so much. 

The American Customer Satisfaction Index (ACSI) released its latest report on Tuesday, revealing customer satisfaction ratings for cellphone manufacturers and wireless carriers. The survey says cellphone users are most satisfied with Apple’s line of iPhones, and least satisfied with Research in Motion’s (RIM) Blackberry smartphones. ACSI’s May 2012 report includes its yearly data on customer satisfaction with cellphone manufacturers. This is the first year ACSI has included Apple, RIM, HTC and LG in this particular survey. Apple topped the heap of cellphone manufacturers with 83 points, out of 100 total. 


Still, in the cellphone space, Apple ranks 9 points higher than the industry average of 74, and 8 points more than runner-ups HTC, LG and Nokia. And if Apple’s eight-year run as ACSI’s top-rated PC manufacturer is any indication, you can expect the iPhone maker to maintain its top spot in cellphone customer satisfaction too. 


RIM’s downfall, however, is definitely a developing story. With a 70 percent drop in share price over the last year, RIM made its ACSI debut at the bottom of the list. The company scored only 69 points, 14 points behind Apple and five points below the industry average. 


In other words, people are loving their iPhones, hating their Blackberries, and having a generally mediocre relationship with their wireless carriers. These aren’t the most surprising report results, but at least we now have some official data points. 


Are you iPhone obsessed? Let us know!

iPad PR Stunt

Recently G-Form, an engineering company specializing in technological accessories, dropped an iPad from 100,000 feet from space.  The aim was to market their new unstoppable G-FormExtreme Edge Sleeve for the iPad. Watch the result:

Not only does the iPad survive the Nevada rocky landing, but it was also fully functional.

Apple has a unique advantage in the market. Their loyal customers speak for Apple, and like G-Force, create entire companies around Apple products. Apple has come a long way from their “1984” commercial advertising. Now, they have their consumers doing the talking.

RIP Steve Jobs

On October 5th, 2011 Steve Jobs, CEO and founder of Apple, inc. passed away after a long battle with pancreatic cancer. Apple users worldwide left flowers and trinkets in front of their local Apple store, with personal notes on the effect he had on the technological world.


In the time that Steve Jobs was CEO for Apple, he dramatically revolutionized marketing in such a way that no one expected him to. By streamlining packaging, holding separate Apple events, and using commercials to connect with their audience, Steve Jobs made Apple less of a computer company and more of a life style.

Every unveiling event that Steve Jobs held was always met with anticipation. Bloggers, journalists, and colleagues flocked to each event, anxious to see what Jobs had in store. Jobs himself almost always led the events, where simplicity ruled. Instead of the usual tech talk, Jobs and his colleagues always presented new devices in lamest terms. Following these events, Apple's website was always updated with the newly revealed product; with brightly colored displays, clear specs, and videos showcasing new additions. E-mail blasts are sent across the web, encouraging Apple users to by the newest and greatest Apple product yet, without the usual overselling tone.

Even the packaging that every Apple product arrives in sets it apart from every other product in the market. No one ever mistakes an Apple product for anything else, no doubt Steve Jobs's intention from the start. Users everywhere film YouTube videos of their Apple product unboxing, a tradition to some. In fact, when I bought my iPad, the salesperson handed it to me in a way that can only be compared to as being handed the Holy Grail.

Every Apple commercial has the air of familiarity in it. They show everyday people using their products; taking pictures and videos of their children, calling grandparents, making plans with friends, it is impossible to call Apple products impractical.

Steve Jobs changed the way that consumers view their devices. Jobs always put practicality and functionality first and did it with style, creating a global force to be reckoned with?

How do you feel about Steve Jobs's passing? What do you feel was his biggest achievement as CEO of Apple, inc.? Let us know!

False Investor Apprehension Upon Jobs’ Resignation

It comes as little surprise that Steve Jobs’ resignation as CEO of Apple led to an immediate drop in the value of the technological powerhouse’s stock value. Jobs has been the face and perceivably the brain behind Apple from its genesis, taking it from a start up computer company to the innovative giant that it is today. Under Jobs’ reign, Apple effectively changed an entire industry by pushing out products that are far more advanced than that of its competitors. Dating back to the Mac, Apple has released quite possibly the most ground-breaking computer products and programs that have forever altered consumer expectations. Products such as the iMac, iPod and now the iPad have revolutionized our way of life. With Jobs being credited with much of the success of Apple and their line of merchandise, what does his resignation mean in the long run for Apple’s stock?

The company’s stock fell 5% during extended trading hours on August 24, the same day Jobs announced his inability to perform the role of CEO, but most analysts agree that this sell off was done out of false speculation, investor apprehension and the downward trend of all stocks that day. Despite its early fall, the company found immediate resurgence days after Jobs resignation. Selling your Apple shares at this time is regarded as unfounded by analysts for several reasons. One, Jobs is not leaving the company entirely. He remains the chairman on the company’s board of directors, meaning he will still contribute his brilliant insight and vision in Apple’s future decisions. Also, prior to his departure, Apple’s 2012 plans were strategized and, for the most part, put into effect.

Finally, Jobs handed over the CEO position to a well-known figure within Apple, Tim Cook, the same man Jobs enlisted as CEO of the company when he took a leave of absence back in 2009. Cook is widely regarded throughout Apple as the best candidate to replace Jobs and although he does not have the same level of creativity and vision as Jobs, few do. Cook possesses the experience and business savvy required to maintain Apple’s perception as the world leader in technological innovation. Cook, along with his incredible supporting cast of Apple employees will keep pushing out the type of products that consumers expect of Apple. Selling your stock now may result in missing out when, not if, Apple releases their next groundbreaking product.

Do you think Steve Jobs' resignation as CEO of Apple will have an effect on the company's stocks? Let us know!

This guest blog was written by PRowl Public Relations staff member Evan Galusha.

Battle of the Tweets – Why Corporations Can’t Just Talk It Out

Make your way around the tech blogs and you’ll find yourself reading about a “he said, she said” Twitter war involving three of technology’s giants – Microsoft, Google and Apple. No good fight is complete without an unlikely team of rivals - Apple and Microsoft, against Google in a war of words.

The dispute started when David Drummond, Google’s Senior Vice President wrote on Google’s official blog alleging that Microsoft secured winning bids on new mobile technology patents for “anti-competitive means” and that the Justice Department would look into the matter, according to eweek.com. No surprise that that this was shortly after Microsoft far outbid Google for the same patents which could give the Android, one of the leading mobile operating systems in the mobile market, a run for its money.

In an effort to save face, Microsoft fired back at Google’s “unfairness” claim with a tweet from their General Counsel, Brad Smith, saying:

“Google says we bought Novell patents to keep them from Google. Really? We asked them to bid jointly with us. They said no.”

The defensive hits didn’t end there. Frank Shaw, Microsoft’s corporate vice president of corporate communications fired back by also tweeting:

“Free advice for David Drummond—next time check with Kent Walker before you blog.”

Shaw’s tweet included a link to a prior e-mail sent to Brad Smith by Kent Walker, Google's General Counsel, saying that Google did not find it necessary to bid jointly on the patents. Perhaps in a last attempt to avoid embarrassment from Microsoft’s retaliation, Drummond updated his blog post defending Google by stating that Google didn’t bid jointly on the patents because it would generate anti-competitive attacks from Microsoft and Apple partners against the Android market which shares a platform with Google.

Bravo if you’ve managed to follow this petty melo-drama without being confused. This back and forth banter over social media begs questions like “Is social media the appropriate platform to air corporate differences?” and “Why can’t these corporations just sit down and talk?" If we’ve learned anything about the role social media plays in corporate discord it’s that some things are better left unsaid or rather un-tweeted. Take for example Chrysler’s Twitter faux pas where an inappropriate word was used in a tweet referring to Detroit motorists from Chrysler’s social media team.

Corporations, celebrities, and anyone using social media should know that Twitter rivalries and tweets with TMI (too much info) never play out well. In Microsoft and Google’s case, had the dispute been discussed the old fashioned way with live one on one interaction, the temptation to be sarcastic would have been eliminated. The opportunity for an audience, that’s to Twitter derailed any opportunity for meaningful discourse as would be expected from such large corporations.

What we definitely can learn from all of this is that the use of social media to communicate between competitors can easily degenerate into a free for all, in which real progress will struggle to be met. Social media is a powerful tool for corporate communications, but it should never be used to air petty differences.

This guest blog was written by PRowl Public Relations staff member Jessica Lopez

What does your e-reader say about you?

As the proud new owner of a Nook Color, I did thorough research before I purchased based on differences between it's rival, the Kindle, and even the iPad. All of these devices are more than capable to read any type of publication, but it has been found that magazine sales have been very reflective of which product sells to whom. A recent New York Times article explains the differences in features that consumers look for when purchasing new technology.

While the iPad still proves to be the top contender for the magazine business, the Nook Color has been shown to appeal to a surprisingly large amount of women magazine readers. Top sellers on the Nook Color include US Weekly, Shape, Women's Health and Every Day with Rachael Ray. This could be due to Barnes & Noble's marketing strategies specifically targeting women. Women buy more books than men do, and are more likely to buy devices made just for that very thing.

The iPad and other tablets are marketed as toys for men, while the Nook Color and Kindle are more popular among women. Nook Color ads feature women and girls relaxing and reading in comfortable places such as the beach, in bed or on the couch. Also, when you purchase a Nook Color, an enthusiastic woman is more than happy to take you through the introduction video on how to use your new device. Females usually don't think there is anything wrong with just words and pictures, as opposed to men that look for animation, live video and audio. According to sales, women just want something to read on, not high definition applications.

The Nook Color also proves to be popular among the publishers that supply these magazines, because of Barnes & Noble sharing data with them about who their subscribers are, unlike their competitor, Apple. It is also much easier and less expensive to create electronic versions of magazines on the Nook, than the iPad. Publishers are only required to send a PDF, and Barnes & Noble does everything else. "Nook Color really taught us an important lesson in that consumers in their interests are really diverse," said David Carey, president of Hearst Magazines. "We have those that want a really enhanced edition with cinematic elements which you find in iTunes, and those who want a more straightforward version of their favorite magazine where the benefit is portability."

What do you look for when purchasing an e-reader? Read more of the New York Times article here.

Google One Pass

Google has taken a subtle stab at Apple. The internet search giant unveiled One Pass, its new Android prescription model. One Pass is a direct competitor to Apple's recently launched App Store subscription service. Without directly announcing its new product is meant to compete with Apple, Google has designed a service that will surely outdo the App Store subscription service.

What is the One Pass, though? The application is meant for tablets and smart phones. Users are able to sign on to websites using a single name and password. Publishers are able to authenticate individual subscribers so users are not forced to resubscribe. These same publishers are also able to experiment with revenue methods- metered access, subscriptions, 'freemium' content or single articles for sale.

Google tactfully announced, "Our goal is to provide an open and flexible platform that furthers our commitment to support publishers, journalism and access to quality content."

Beat that Apple.