In the past, Apple always provided a message when the company needed to, or the media wanted it. This time is different. Steve Jobs sent out a message regarding his health, but the media are not satisfied. Blogs and traditional media outlets continue to produce stories, true or not, about Jobs’ well-being because they don’t think Apple is being transparent enough. The rumors are flying and, now, the focus of Tuesday’s MacWorld Expo in San Francisco seems to be more about Jobs’ health than the introduction of new products and plans.
It looks like Apple could use some PR 2.0 advice this time around.
PR 2.0 is all about the transparency. Blogs, social networking sites and other Web 2.0 outlets expect the truth. Apple is not playing by Web 2.0 rules in this particular case. The company is provoking the blogosphere and the rumors about Steve Jobs’ health are increasing by the minute. The tech blogs, usually big Apple advocates, are generating the rumor mill about Jobs and ignoring the real story at the MacWorld Expo – the products.
If Apple wants to create its normal buzz surrounding the announcements at today’s Expo, they should give the Web 2.0 people what they want.
What do you think about Apple’s public relations work in this case?