Way back before the internet browser was created (the year current college seniors were born), marketers were dependent on print and broadcast media companies to communicate with customers. Getting their message into channels controlled by such companies consisted of a strategy using two tactics: paid media (advertising) and earned media (public relations).
Next Tuesday, Apple will hold one of its famous new product unveilings. If you want to learn why Apple is the master of such unveilings, here’s our advice: Ignore the products they launch. Concentrate instead on watching Apple’s mastery of “The Prestige.”