A Novel Approach to Reading: In Defense of the Lowly Book

IPads and Nooks and Kindles have gotten more than their share of PR and media coverage. There has been a press battle among them with press releases flying fast and furious. I suppose they could be okay for reading some non-fiction books. But when it comes to reading fiction, there I firmly draw the line. There is a certain romance to reading novels that supersedes merely looking at and digesting words.

The Steve Jobs Factor

Although I never really realized it, I’ve been talking about Steve Jobs on almost a daily basis for the last several years. Whenever I’d talk to a prospective client or review a campaign with a new employee or teach an intern about how PR really woks, Jobs is who I’d point to. Jobs didn’t only brand Apple, he branded Steve Jobs. It was genius, the campaigns mirrored each other. His PR focus was not on price point, but on innovation, design and excellence. His campaigns were a mixture of entertainment, information and elegance. Until someone else does it better, his approach remains the gold standard.

The Steve Jobs Approach to PR Magic

By branding yourself as well as your business, you set up a two-pronged marketing campaign. 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. That is what made Steve Jobs so immensely valuable to Apple. Love him or hate him, people saw him as the innovator, as the one who changed the field, the one who came up with the most interesting and exciting products. The one they could trust.


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