PR lessons from a broken iPhone

One slip-up and something very precious (or at least very expensive) can go to pieces.

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Just a few weeks ago I was walking around without a care in the word. I was texting, taking pictures, checking my Twitter feed, acting like my iPhone 5 was an indestructible commodity. Then, with one small slip of the fingers and one little shatter of glass, my world changed.

Not to be dramatic, but shattering my nearly new iPhone 5 is definitely on the “Top 10 Bad Things That Happened to Me in 2013” list. My iPhone was my baby; the one special thing that I went to sleep with every night, and woke up to every morning. I even thought about giving it a name.

Although my shattered iPhone still works OK, I am forced to live with the ever-present reminder that things are just not how they used to be. It’s easy to be mad at Apple for not making its products stronger and sturdier, but looking back on the relationship with my iPhone, it’s easy to see that I was in the wrong.

So, here’s what I’ve learned from shattering my iPhone screen, and here’s how I’m going to carry these lessons with me into the professional, PR world:

1. Never sacrifice quality.

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