Kelly Mulholland*
It’s that time of year again. Yesterday, Apple launched another sleek new product: iPhone4S. Noticeably different during the launch was not the appearance of the phone—which retains the same look as its older model—but the appearance of their new chief executive Tim Cook. In the promotional video below, it advertises that, “Your I-Phone can do more than any other phone.” How so? For starters, Siri is your personal assistant built into your phone. This voice activated system can dictate measurements, recipes, reminders, timers and much more in natural language – proving to be the next wave of semantic innovation.
Besides voice recognition, the new smart phone is made smarter by these other features.
- An 8 megapixel camera with backside-illuminated CMOS sensor that carries more light and is 33 percent faster.
- Video camera is now 1080p, and includes video image stabilization.
- Downloading data through wireless system is twice as fast
- The new phone has a longer battery life than its older counterparts.
- Sprint is now another service provider that will carry the new phone that is priced between $199 to $399.
While others may show loyalty to the Apple brand and pre-order the new model, on October 7th, others have voiced opinions of being duped by an “imposter,” according to “Apple’s Absent iPhone 5 Whose Fault is it Really?” Matt Peckham, Time/Techland, while the Tech communities were busy informing each other through social media outlets about the upcoming I-Phone5 launch, Apple stayed mum. Instead Apple pulled the wool over the public’s eyes, and we learned about the 4S—we never knew we wanted. Consequently, Apple Stocks dropped 5 percent after the launch, confirms, Mashable’s “Apple Stock Drops 5% Following iPhone Event.” Whether or not this was due to the market or directly linked to the disappointment about the new smartphone launch is moot.
What do you think? Are you impressed that the new smartphone can be your personal assistant or is Siri the most amazing thing that no one will use? Most importantly, do you think Apple needs to do some PR damage control for inadvertently misinforming the public and not simply being there to acknowledge they were never going to release an I-Phone5 yesterday?
***
Before joining the Burrellesluce team in 2011, Kelly interned at CondeNast’s Glamour magazine as an editorial intern to the senior style writer and was an editor of her college newspaper. She received a B.A. in Behavioral Science and Business, Society and Culture from Drew University with honors. After graduation, she worked as a sales associate at Nordstrom and took a month off to travel abroad throughout Europe. In Kelly’s free time, she enjoys traveling, fashion, reading, bringing awareness to Breast Cancer, running 5Ks, baking and social media. Twitter:@miss_mulholland Facebook: BurrellesLuce; LinkedIn: Kelly Mulholland





Big Media, Mass Media, New Media – Oh My!
Friday, September 10th, 2010A few days ago, I read NYU journalism professor Jay Rosen’s inaugural lecture to the fresh crop of future journalists at Sciences Pos School of Journalism in Paris. I’m not going to recap the historically rich (and lengthy) address, but will borrow a piece or two for the purpose of discussion here. (Note: his post can be found here if you’d like to read it in its entirety.) This address was directed to future journalists, but I think public relations practitioners that deal in media relations, can learn from it just as well.
Rosen began with a clip from the 1976 movie Network, which is about a TV news anchor who begins to act out on the air. I realize this was before many of you were born, but please take a few minutes to watch what is probably the most well-known scene in the film.
Rosen believes the filmmakers are “showing us what the mass audience was: a particular way of arranging and connecting people in space. Viewers are connected ‘up’ to the big spectacle, but they are disconnected from one another.” He explains, “But Howard Beale does what no television person ever does: he uses television to tell its viewers to stop watching television. When they disconnect from TV and go to their windows, they are turning away from Big Media and turning toward one another. And as their shouts echo across an empty public square they discover just how many other people had been ‘out there,’ watching television” – concurrently yet disconnectedly.
I agree with Rosen’s belief that this clip clearly demonstrates the great event we are living through today: the breakup of the mass audience and the shift in power that goes with it. What if today’s TV personality acted like Howard Beale? Rosen answers: “Immediately people who happened to be watching would alert their followers on Twitter. Someone would post a clip the same day on YouTube. The social networks would light up before the incident was over. Bloggers would be commenting on it well before professional critics had their chance.”
Cases of where citizens beat journalists to the punch are numerous but a few off the top of my head are: the Mumbai attacks, the Hudson River plane landing, or more recently the Discovery Channel hostage situation.
Rosen goes on to explain, “The media world today is a shifted space. People are connected horizontally to one another as effectively as they are connected up to Big Media; and they have the powers of production in their hands.”
The digital revolution changes the equation, according to Rosen. “It brings forward a new balance of forces, putting the tools of production and the powers of distribution in the hands of the people…”.
From my media relations standpoint, this means the days of blasting out a press release to every big (or small) media outlet are rapidly coming to an end. NO, I’m not saying big media is dead, nor is the press release (sheez, don’t get me started!)
What I am saying is that PR agencies, public relations practitioners, branding/marketing folks, small business owners, etc. now, more than ever, have additional opportunities to reach out to their publics in multiple ways – connecting with their individual audience(s) – and each other wherever they hang out. Big media and small media alike are still very much part of that equation, but now there are even more possibilities.
That’s my takeaway from Rosen’s speech and the clip. What is yours?
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