As most of the world knows by now, Apple dropped some disappointing news on the world October 4- we still don’t know when we can get our iPhone 5. Typically, Apple is famous for delivering nothing but outstanding news and PR gold, but the reaction to the lack of an iPhone 5 has been underwhelming at best, and vitriolic at worst.

So why was this one so different?

It is pretty hard to match the levels of anxiety and hype behind and new Apple products the last few years. It is obvious that Apple has become a master of both brand loyalty and innovation that has helped them create the craze behind their recent product launches. So when the world had been hearing rumors of the iPhone 5, and then was told Apple would be announcing “something big” on October 4, you can understand the disappointment when the “big” announcement, was in fact, not that big.

Image copyright Apple

Sure, iPhone 4S is neat, it’s a bit faster with a nicer camera (and Siri seems cool, but is it a software or hardware upgrade?), but was this something that needed the hype Apple let surround it?

Sure, Apple may not be responsible for all the hype; after all, all the iPhone 5 rumors and leaks have been propagated by consumers and unofficial reports, not by Apple themselves. However, a company so notorious for delivering groundbreaking announcements of innovative products should have realized (not to mention, relying on Twitter and social media to build buzz for them), and pre-emptively attempted to dampen the excitement.

And I’m not just being negative to be negative. And this has nothing to do with Steve Jobs. Others feel the same way:

• http://news.cnet.com/8301-13579_3-20116004-37/apple-iphone-4s-gets-lukewarm-analyst-response/
• http://www.computerworld.com/s/article/9220568/Buzz_kill_Online_reaction_to_iPhone_4S_trends_negative
• http://uk.ibtimes.com/articles/225295/20111005/fans-demand-iphone-5-after-apple-iphone-4s-unveiling-pre-order-sale-buy-ios-5-download.htm

Image credit creativebits.com

It’s not that the iPhone 4S isn’t announcement worthy, but it wasn’t necessary to announce such a mediocre product on such a grandeur scale. By doing so, it only hurt the previously beautiful PR image Apple had.

The fact that Apple knew huge things were expected, yet knowingly disappointed the masses without any real attempt to curb the growing expectations, is what angers fans and consumers.

But will people vote with their wallets? Not likely – Sprint just committed to buy 30M iPhones over the next five years, so I’d wager that when the 4S finally starts hitting the palms of those waiting in line, all will be forgiven. But it’s a PR bug on Apple’s previously clean windshield. And that’s so unlike Apple.

Are you in line to get your iPhone 4S, or are you waiting for the iPhone 5? Will you ever trust Apple again? Do you have any PR bugs on your windshield?

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Last month my fellow Canyonite Rob posted a blog about Fast Company expert blogger, Wendy Marx who defended the PR industry from a blogger decrying the role of PR in B2B marketing.

Well, she did it again. (I must note that I love her integrity to defend the role of public relations, particularly in B2B).

Marx refers to the Economist’s article titled “The Rise of Image Man” that defines PR pros as manipulators and spin doctors. She responds to the post stating that B2B public relations has nothing to do with the spin and manipulation; it is about strategy and content development to get clients visibility and credibility.

I completely agree with this statement. As a PR account coordinator, much of what I do for Canyon’s clients is create content—particularly newsletters and website copy—to accurately communicate to their audience what it is they do and why it’s important.

Along with this, our PR department reaches out to the media to establish a long-term relationship on the client’s behalf. This is what B2B public relations is all about. PR isn’t about trying to manipulate the media; our job is to create messages that present the hard facts about what it is our client does, gain trust with the media and keep those relationships strong (along with the traditional media relations role).

I think public relations has become more and more of an integral part of any B2B marketing communications campaign because it is a tool that can easily position the overall marketing strategy.

Along with Marx, I see great things happening for the PR industry in the near future. Do you see a bright future for B2B public relations? Why or why not?

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