Playbook replay
Coverage pickup tracking
A real session: exact-headline coverage tracking across 17 tool calls, separating earned pickup from wire syndication and owned pages.
A real Naise session, redacted before publishing. Nothing here runs against a live account.
Every session here was run once and saved, against a demo brand or public data. On your own account Naise works from your brand voice, your campaigns and your connected channels, so it reasons about your data instead of a stand-in.
Tracked against the exact Apple release headline: “Apple debuts iPhone 17.” The exact-headline coverage run found 10 records. My read: the pickup pattern is heavily launch-day driven, with a clean split between original editorial/event recap coverage and verbatim Business Wire syndication.
Earned-media pickup timeline
| Date | Pickup speed | Outlet | Type | Read |
|---|---|---|---|---|
| Sep 9, 2025 | Launch day | Apple Newsroom / Apple SG | Owned | Primary release, not earned media. |
| Sep 9, 2025 | Same day | Nasdaq | Verbatim wire syndication | Republishes the Business Wire/Apple release copy. |
| Sep 9, 2025 | Same day | Business Wire | Wire distribution | Primary wire channel for syndication. |
| Sep 9, 2025 | Same day | Axios | Original article | Editorial recap focused on iPhone Air, iPhone 17 lineup, Watches, and AirPods. |
| Sep 9, 2025 | Same day | UPI | Original wire-service article | Summarised Apple launch with investor reaction and broader event context. |
| Sep 9, 2025 | Same day | Forbes Vetted | Original commerce/event recap | Product roundup with shopping/commercial framing. |
| Sep 9, 2025 onward | Same day + updates | The Verge | Original live/event hub | Multi-article rolling coverage across devices and follow-up angles. |
| Sep 9, 2025 | Same day | GearJunkie | Original niche recap | Outdoor/adventure lens on iPhone, AirPods, and Apple Watch updates. |
| Ongoing | Reference, not pickup | Wikipedia | Reference page | Not an earned-media article. Exclude from PR pickup count. |
Outlet list from the saved coverage run
- apple.com — "Apple debuts iPhone 17 - Apple (SG)"
- nasdaq.com — "Apple debuts iPhone 17 - Nasdaq"
- axios.com — "Apple debuts iPhone 17 and thinner iPhone Air"
- theverge.com — "All the news from Apple's iPhone 17 event | The Verge"
- upi.com — "Apple debuts new iPhone 17 lineup, Apple watches, AirPods Pro 3"
- forbes.com — "Apple iPhone 17 Launch - Forbes Vetted"
- en.wikipedia.org — "iPhone 17 - Wikipedia"
- gearjunkie.com — "Apple iPhone 17 Launch: Details from 'Awe Dropping' Event | GearJunkie"
- apple.com — "Apple debuts iPhone 17"
- businesswire.com — "Apple debuts iPhone 17 - Business Wire"
Count I would report externally: 5 original/editorial pickups, 1 verbatim syndication pickup, 1 wire-distribution record, 2 owned Apple records, and 1 reference page.
Naise created an artifact
10 records matched on the exact release headline, split into earned coverage, wire syndication, owned pages and reference.
10 outlets (8 new)
| Outlet | Type | Headline |
|---|---|---|
| apple.com | Owned | Apple debuts iPhone 17 |
| nasdaq.com | Wire / syndication | Apple debuts iPhone 17 |
| axios.com | Original | Apple debuts iPhone 17 and thinner iPhone Air |
| theverge.com | Original | All the news from Apple's iPhone 17 event |
| upi.com | Original | Apple debuts new iPhone 17 lineup, Apple watches, AirPods Pro 3 |
| forbes.com | Original | Apple iPhone 17 Launch |
| en.wikipedia.org | Reference | iPhone 17 |
| gearjunkie.com | Original | Apple iPhone 17 Launch: Details from 'Awe Dropping' Event |
| apple.com | Owned | Apple debuts iPhone 17 |
| businesswire.com | Wire / syndication | Apple debuts iPhone 17 |
Why the split matters: counting all 10 records as earned media would overstate the result by double. Owned pages and the wire channel are not pickup, and the reference page is not press at all.
That was a sample. Run it on your own brand.
Naise reads your brand, your channels, and your market, then does this against your real data.
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