Apple’s campaign to introduce the iPhone, which combines a cellphone with an iPod with Internet access, may be the most successful marketing effort ever. Just prior to the product’s release, it was estimated that two-thirds of the population of the U.S. was aware of the device. The hype surrounding the introduction was phenomenal. Over the six months prior to the product’s introduction it was the subject of 14,000 articles, 311,000 blog posts and it generated 69 million hits on Google. Apple’s marketing efforts have always been a cut above the rest, starting with their...

1. Have a process in place to deal with negative publicity Remember that even if you have a PR firm handling the public relations for your company, national strategies are only effective if implemented locally. Anticipate the unexpected and prepare a crisis communications plan. Employees should be trained on how to deal with likely crises, such as product recalls. Don’t speculate on anything when speaking with the media; only tell them what you know. In the meantime, provide them with a steady stream of information BEFORE anything occurs so you have good relations with reporters in place....