iPhone and computer company Apple has made an art out of getting huge publicity by saying nothing at all. Where others work their butt off to get their business noticed in the media, Apple has the silent, cool guy role down perfectly, getting non-stop media that other companies can only dream about.
One of the standard rules of PR is to fill an information void with your own messages before others fill it with their version of what your message might be. Apple’s skill is in embracing the void and letting PR messages find their own path.
It helps, of course, that they have absolutely world-beating products such as the iPod and iPhone; and when they do decide to advertise something their messages are as well-crafted as any-one’s; but we like them for their confidence to take on the market by saying nothing at all.
Unconventional approaches to PR can only be good in a hugely crowded market place.
The other unconventional approach to PR that we have enjoyed this year is the Unites States food-PR guy who lets the media actually choose if they want to receive information from him, rather than hammering with them with press releases and phone calls. Like Apple, he has enough confidence in his offering that he reasons people will come to him to find out more.
Could you publicise your product or service by saying … nothing at all about it?!