Tech: Former Apple marketing guy: They used controlled info leaks
- The way it works is that a senior exec will come in and say, ‘We need to release this specific information. John, do you have a trusted friend at a major outlet? If so, call him/her and have a conversation. Idly mention this information and suggest that if it were published, that would be nice. No e-mails!’
- Former Apple Senior Marketing Manager John Martellaro • Regarding how Apple lets information about its products – like a certain slate-type thing that a bunch of people are freaking about – leak to the press. Essentially, it won’t leak on its own, but the leaks are controlled and totally part of the plan to build hype around the product. And if you haven’t noticed, it largely works like a charm. source