28 July 2016 13:32:44 IST

The success of Apple’s public relations

It’s important for a company to value a reporter’s time

In the 1990s, Apple wasn’t even close to being as successful as it is now. In fact, it was in shambles and many thought it wouldn’t survive. But it did and now, it’s a tech giant. How did that happen?

Well, apart from the technology itself, Apple got itself a good public relations team. One of the members, Cameron Craig, who joined the company in 1997 and stay on for a decade, writes about his time in Apple and how a bit of good public relationships changed the company’s future. In an article in Harvard Business Review , he says that it’s important for communications professionals to “keep it simple”.

To read more on how to approach communications from a business standpoint, click here .