You work in public relations for Apple and you wrote the 10-point fact sheet about the
iPhone. Now it’s time to turn one of those facts into a backgrounder.
Backgrounders are highly specific. Focus your backgrounder on one interesting iPhone
feature that was discussed in the Steve Jobs speech. Too many features will clutter your
backgrounder and will make the writing feel like it’s bouncing from topic to topic.
For example, you can discuss the origin of the touchscreen. You can lay out some of the
problems with the plastic keyboard and stylus. Then discuss how the iPhone’s touchscreen
is truly revolutionary because it’s so smart (touch of an ear versus the touch of a finger).
Finish with some interesting things users will be able to do with the touchscreen. Don’t
forget to turn the feature into a benefit.
Remember that the year is 2007. Use the attached transcript of the Steve Jobs speech ONLY
as source material. You may quote Steve Jobs in your backgrounder. Be sure to do it
properly. If you do quote Steve Jobs, make sure the quote is short and interesting.
Disregard the content from Eric Schmidt (Google), Jerry Yang (Yahoo) and Stan Sigman
(Cingular).
There isn’t a word count. Your backgrounder should be five paragraphs in length. Keep
your paragraphs between one and five sentences long. Your sentences should be
declarative, active, and written with impact. Read the backgrounder examples in the lecture
notes for guidance.
Double-space your work and write in 12-point Times New Roman. I will take off points for
writing mistakes, glitches, typos, AP style errors, and if the paragraphs don’t flow smoothly
from one to another.
