Part 7 Product Reviews Briefings Reviewer S Guides
From Seeing Through the Illusion: Understanding Apple’s Mastery of the Media, a profile examining Apple’s PR strategy: Product Reviews, Briefings, & Reviewer’s Guides The attention that Apple’s PR and Communications group puts into events can even be seen in the packages that reviewers receive with new iPhones, iPads, and Macs. Apple’s review units are considered the holy grails of pre-release technology products, and only a small number of hand-selected, generally positive writers are granted the first shot at reviewing the new gear....