REUTERS/Rick Wilking
Apple CEO Tim Cook may be changing the way the company deals with the media.
Mark Gurman, one of the more important bloggers who covers Apple, has a written a masterful, in-depth breakdown of how Apple's PR team manipulates the media.
It's well worth a read for anyone interested in how one company manages to dominate the conversation in tech, even though its products — while good — are often not perfect.
Gurman's overall thesis is simple. Much of what he writes is ancient history, but it's a history that isn't often examined in one place, altogether. It's also something not often stated aloud by journalists who cover Apple: That the company expends a huge amount of energy wooing a small number of tech journalists upon whom it can rely for positive coverage. It gives minimal attention, or actively undermines, everyone else.
A large number of tech bloggers come to believe they have a "relationship" with Apple, even though that relationship consists of nothing more than the occasional email or phone call with an Apple PR exec and an invitation to Apple's press events — such as the heavily stage-managed launch of iPhone 6, coming up on Sept. 9. These journalists and bloggers — which include the editors and publishers of high-profile mainstream publishing titles — believe they are having some sort of ongoing conversation with Apple's management. In fact they are not. The result is that their outlets publish a lot of pro-Apple articles.
Among the nuggets that Gurman delivers:
Apple uses anonymous social media accounts to keep tabs on writers: "Members of Apple PR ... keep tabs on prominent Apple beat writers using anonymized social media accounts." [We would add that this type of surveillance is obvious and trivial — after all, media writers are conducting their social media activity in public for all to see. It doesn't harm anyone. Nonetheless, it also implies that Apple's PR execs are technically engaging in a subterfuge if they operate social media accounts on behalf of Apple without telling the people they follow that they're Apple accounts.]
Apple prefers to deal with writers who do not criticize the company: "Apple’s PR department presents a cool, measured public-facing image: it only responds to press inquiries when it wants to, doesn’t offer quotes unless they’ll be reprinted without criticism, and responds directly only when it determines that something needs to be said by 'Apple' rather than 'sources familiar with the matter.'"
Apple actively undermines media organizations who criticize it too much: "When Apple realized that The New York Times was gunning to win the Pulitzer Prize for its controversial iEconomy series on the Apple supply chain, Apple’s PR team sent articles criticizing The New York Times to other journalists, according to a person familiar with the strategy." (You can read more about this here.)