Cork Apple jobs announcement – a case study in PR

11 November 2015
By TheCork.ie
news@TheCork.ie

thecorkielogo
Media analysis column with David O’Sullivan

There was a universal welcome today in Cork, Ireland to the news that the local Apple office was expanding, with 1,000 new jobs being created. Everyone welcomed the announcement, and I mean everyone! In such instances what matters, in relation to gaining media coverage is being first. Indeed you can often tell how ‘connected’ a party is by the speed they issue their ‘welcome’ to an announcement.

As something of an academic exercise I looked at the timeline of who was first, second, third etc. today. I looked at email only, and not twitter, this is not exhaustive, but the timeline still has many messages.

Findings:
1. Govt Party Politicians were able to pre-write their press releases because they probably had prior knowledge of the Jobs announcement.

2. If you are a non Govt Party Politician, or indeed an aspiring candidate whose currently not in office then you need to be fast if you want to get media coverage.

3. To be fast you need advice, consider consulting or retaining a PR expert, or encouraging and inspiring your existing staff to be better connected to social networks (of real people! not just online), and keep their ears to the ground. That said you can never be first at everything, but trying is the important thing.

Timeline of Apple related press releases issued today
by Cork politicians, business groups, state agencies:

16th (i.e. late)
4:39pm
Local Authority
Cork City Council
“PRESS RELEASE: Cork City Council welcomes Apple 1000 jobs announcement”

15th
2:38pm
Govt Party Politician
MEP Sean Kelly, Fine Gael
“Cork’s big bite of the Apple: MEP Kelly welcomes jobs boost”

14th
12:38pm
Govt Party Politician
Tom Barry, TD, Fine Gael
“Apple announcement of 1,000 new jobs highlights Cork talent – Barry”

13th
12:15pm
Opposition Party Politician
Michael McGrath, TD, Fianna Fail
“McGrath welcomes Apples jobs boost for Cork”

12th
12:14pm
Opposition Party Politician
Micheál Martin, TD, Fianna Fail
“Apple jobs announcement extremely important – FF Leader”

11th
11:58am
Govt Party Politician
Jerry Buttimer, TD, Fine Gael
“Apple expansion great news for Cork and important vote of confidence in the county – Buttimer”

10th
11:50am
Govt Party Politician
Ciaran Lynch, TD, Labour
“APPLE GROWS FROM STRENGTH TO STRENGTH – LYNCH”

9th
11:37am
Opposition Party Politician
Jonathan O’Brien, TD, Sinn Fein
“Jonathan O’Brien TD welcomes Apple jobs announcement”

8th
11:31am
Opposition Party Politician
Billy Kelleher, TD, Fianna Fail
“Apple expansion a triumph for management and staff – Kelleher”

7th
11:31am
Business promotion state agency
IDA
“IDA Welcomes Apple announcement of 1000 new jobs for Cork”

6th
11:11am
Business lobby group
IBEC
“ICT Ireland welcomes creation of 1,000 new jobs by Apple in Cork”

5th
10:54am
Govt Party Politician
Deirdre Clune, MEP, Fine Gael
“Clune says Apple jobs are a vote of confidence in Cork”

4th
10:51am
Govt Party Politician
Junior Minister Kathleen Lynch, Labour
“APPLE JOBS ANNOUNCEMENT IS BEST POSSIBLE NEWS FOR CORK’S NORTHSIDE”

3rd
10:31am
Govt Party Politician
Senator Colm Burke, Fine Gael
“Huge boost for Hollhyhill and Cork with 1,000 new jobs at Apple – Burke

2nd
10:33am
Govt Party Politician
Junior Minister Dara Murphy, Fine Gael
“Murphy welcomes major Apple investment to expand its Cork campus and create up to 1,000 new jobs”

1st (i.e. quick)
10:17am
Govt Party Politician
Minister Simon Coveney, Fine Gael
“Fantastic Apple announcement is a strong endorsement of Cork – Coveney”

As a sidebar…
If you don’t see your name on this list then please do start sending press releases to news@TheCork.ie

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