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Public Relations Campaign Strategy

Executive Summary
iPhone® Maxx® adds Mobile Commerce to the iPhone as a breakthrough in consumer purchasing. iPhone Maxx will initially be launched with an existing partnership with Starbucks Coffee. iPhone will build upon the successful iPhone platform and allow consumers enhanced choice in ordering their products and will be notified on the iPhone when the product is ready for pickup. The target public is consumers as well as retail establishments that are aligned with the iPhone Maxx technology. Retail establishments in which Apple is in discussion with are McDonalds, Subway, New York Metro Transit Authority (MTA), Bay Area Rapid Transit (BART), and Best Buy.

Analysis of PR campaign and Marketing

There is a distinct difference between marketing and public relations; however, integrating both today has become a critical tactic for corporations that provide products of services to consumers.
Marketing in itself is used to target a market segment based on the product or service that a company may be selling through the art of pricing, promotion, and distribution. Public relations on the other hand studies and understands its public based on demographics and psychographics which helps them tailor their message to the consumer. Today's consumers are very savvy and are looking for more than a simple transaction from their service or product providers. Customers are seeking corporations that understand their needs as by having studied their shopping habits and only marketing to them with geared and targeted marketing messages which in turn connect emotionally with them.

Companies on the other hand study countless amount of data on customer profiles, shopping patterns, likes and dislikes, and solicit feedback from consumer groups to order to gather this intelligence. Once this valuable information is gathered the marketing plan is developed to lure this consumer in. Companies integrate the public relations team as this team will utilize the same data and...