So Apple’s iPad (stop with all of the juvenile jokes, please) is just the latest example of the aforementioned “controlled leak.” For the past several weeks, the rumors have been building that Apple was going to announce a tablet computer. I guess it goes without saying that the Apple junkies were scouring the Interweb for more details, but surprisingly, I found myself on the edge of my seat waiting for the big announcement, and I’m not even a huge Apple fan or technology lover.
“Will it be announced Tuesday? What will the features be? Will it look futuristic? How much will it cost?” They got me. All of the media buzz had me anxiously anticipating the splashy, official announcement.
So who’s the Apple “leak” – the insider? I imagine that it’s an Apple employee with a dark, ulterior motive to hand over top secret information. I’m thinking about a 2 a.m. meeting in DUMBO (Down Under the Manhattan Bridge Overpass) – where two 1995 Lincoln sedans with tinted windows pull up, turn their headlights off – as the setting for this scandalous information exchange.
Yeah, not so much (damn!). It’s really just Apple’s PR team calling their journalist friends and letting them know. The most basic of PR tactics. A call to a reporter.
I won’t debate the pros and cons of leaking information to gauge interest, generate buzz, etc. (Although leaking a price point of $1,000 and then releasing at $499 makes Apple look sooo generous! Gee, thanks Apple.). The point is that sometimes, in a world of tweets, blogs, lifestreams and status updates, it’s nice to be reminded that great media buzz can be generated by a simple phone call.
Although if you know me, you also know that I will do whatever possible to avoid the phone. (Reminder to myself … read Jane’s post about breaking this habit.)
As design director at Cookerly, Tim serves as the creative lead in the development of branding campaigns, print collateral and digital media for clients across a broad range of industries, including consumer, professional services, healthcare and technology.
As a senior vice president at Cookerly, Mike Rieman is a strategic communications leader specializing in media relations and reputation management. With a proven track record of securing high-profile placements in top-tier outlets such as The New York Times, The Wall Street Journal, CNN and USA Today, he excels at crafting compelling narratives that resonate across print, broadcast and digital platforms.
Mike Touhill is vice president at Cookerly Public Relations, where he helps lead traditional, social and digital media programs for B2B and B2C clients in packaging, telecommunications and technology, among other industries. As a communication leader, he develops and executes public relations strategy, provides proactive and reactive counsel to C-level executives and secures earned media coverage for client initiatives and product.
Andrew Agan is a vice president at Cookerly Public Relations, overseeing the agency’s internship program and leading media relations, content strategy and social media initiatives. He provides counsel and executes campaigns for clients across various sectors, including finance, healthcare, hospitality, technology, automotive and many others. Andrew excels at crafting compelling stories and building media relationships, resulting in clients being featured in notable outlets such as CNBC, Associated Press, Business Insider, Fox Business, HBO, Inc. Magazine, Sirius XM, The Wall Street Journal and USA Today, among others.
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