With yesterday’s official announcement of the iPhone 6 and iPhone 6 Plus, it seems as if all the media has been talking about is smartphones. A study by Apollo Research, however, shows that isn’t the case. Media coverage of smartphones has declined significantly in 2014 compared to 2013. There are several reasons for this, but what public relations professionals should be more focused on is how to beat this trend.
When seeking coverage for your clients, you must find ways to make your pitch interesting, even if the market for such news is declining. Anthony Kelly discusses this more on Apollo Research.
So why is the topic of smartphones declining within technology media? If we at look Apollo Research’s Hot Topic lifecycle it would appear that smartphones have reached phase 5. The market place for smartphones is well established, vendors are focused towards market position with very few new entrants arriving to market. Media is focused around brand differentiation and new releases and as we are currently experiencing, media interest begins to plateau.
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