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Tim Cook Seeking 'Friendlier, More Approachable Face' for Apple with New PR Chief Hire

IJ Reilly said:
Not hardly, as I thought I made clear in another post. Under Steve, the media's experience with Apple's PR department was a lot about talking to the hand. Back in 2001 I spent the better part of six months trying to obtain a review copy of OSX for a column I was hoping to write on what was then the brand new OS. They ran me around in endless circles for that entire time, promising but not delivering. So not only was the column never written, I was left with a really sour taste.

In fact had I been otherwise unsympathetic towards Apple I might have written instead a scathing column about Apple PR not being able to find its own backside with both hands. I sure got a bit of insight into why others in the tech media so often write scathingly about Apple.

A friendlier and more open PR Department? Yeah, I think that would be a good idea.
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I see. Usually when people say the Steve thing they're overdramatic about the "downfall" of Apple. My bad, I was projecting.
 
This thread reminds me of the "big sitdown" interview Steve Jobs did with Bill Gates back in around 2007. The tone was supposed to be fluffy and light, and Bill Gates, bless his heart, tried in his awkward way to tell some funny anecdotes and be good-humored. Steve Jobs however said something like "Bill Gates realized he shouldn't be the richest person in the graveyard" and looked at times like he was ready to snap the head off the interviewer.

Yeah, I don't think "friendly" and "Steve Jobs" ever belonged in the same sentence ...
 
appleguy123 said:
Craig is awesome. I laughed out loud when he did the metal sign during the presentation. He might be a better presenter even than Steve Jobs.
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I got nothing against the guy but he seems a little "too cool" for the job. Steve Jobs was a little more toned down so it was easier to take him seriously. Still a lot better than Tim Cook.
 
Who cares if we no longer get insanely great new products when we can have approachable leadership at Apple.
 
CoMoMacUser said:
I can think of only one time in five years that Apple even responded to my interview requests. That's why I no longer request interviews for articles and research reports, even as a courtesy.

Microsoft was the same but has gotten much better in the past year or so.
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But who are you? I imagine the number of requests they would get a week and while it may not be friendly per se, they have to draw a line somewhere.


A friendlier PR head could help but was that really ever their problem?
 
new face of Apple

Craig was certainly entertaining and different for Apple. I always thought that bringing in humor to any situation always made meetings lighter and put people at ease. No need to be so hard nosed all the time. Good job.:)
 
Watch out! Demoniac, devil-worshipper's hand-sign! Sinister! (I'm serious)
 
GoCubsGo said:
But who are you? I imagine the number of requests they would get a week and while it may not be friendly per se, they have to draw a line somewhere.
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I'm a freelance writer and an independent analyst. I write for dozens of research firms and publications. A good relationship with a single freelancer can be more efficient and effective -- including from an AR/PR workload perspective -- that working with a dozen separate journalists who each represent a single outlet.

Sometimes companies inundate me with press releases, but when I need an interview, no one is available, even with weeks of lead time. After that happens a couple of times, I tell them to remove me from their media list.

Sometimes a company's AR/PR rep will decline to provide input for an analyst report. After it publishes, I or my managing director will get an angry email from that company's sales VP or a C-level executive complaining that they weren't included. I respond by forwarding the email where the AR/PR rep declined. I know of at least three who have been fired as a result.

The message for AR/PR folks is that they shouldn't get too big for their britches because eventually, inevitably they or their company will stumble. What goes around comes around, and when it does, I laugh until the piss rolls down my leg.
 
CoMoMacUser said:
I'm a freelance writer and an independent analyst. I write for dozens of research firms and publications. A good relationship with a single freelancer can be more efficient and effective -- including from an AR/PR workload perspective -- that working with a dozen separate journalists who each represent a single outlet.

Sometimes companies inundate me with press releases, but when I need an interview, no one is available, even with weeks of lead time. After that happens a couple of times, I tell them to remove me from their media list.

Sometimes a company's AR/PR rep will decline to provide input for an analyst report. After it publishes, I or my managing director will get an angry email from that company's sales VP or a C-level executive complaining that they weren't included. I respond by forwarding the email where the AR/PR rep declined. I know of at least three who have been fired as a result.

The message for AR/PR folks is that they shouldn't get too big for their britches because eventually, inevitably they or their company will stumble. What goes around comes around, and when it does, I laugh until the piss rolls down my leg.
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I couldn't agree more. Still, it can be hard to find a freelancer that's always available when you need them - especially if they are any good at what they do!

At the end of the day what most companies need is a writing service that acts like a single, reliable freelancer, that is scaleable with the work they need when they need it.

Basically, they could use something like this: http://wordsrweapons.com/how-wordsrweapons-makes-hiring-writers-easy/
 
Arran said:
Very clever. Hadn't thought about that! :)

In fact, reading through comments here, I get the distinct impression some are applying for the job via this forum. :D
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Hey, nowadays it's important to be engaged in what you do. We can't all be veterans on this forum, and I'm pretty sure everyone started out with a first post somewhere. :rolleyes:

Besides, as long as its relevant and contributes to the conversation, who knows. You just might find someone who WOULD be better suited for the job!:eek:
 
wordsrweapons said:
Hey, nowadays it's important to be engaged in what you do. We can't all be veterans on this forum, and I'm pretty sure everyone started out with a first post somewhere. :rolleyes:

Besides, as long as its relevant and contributes to the conversation, who knows. You just might find someone who WOULD be better suited for the job!:eek:
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Fair enough, but have you considered rebranding?

Apple are looking for a "friendlier, more approachable face". Your current moniker, "WordWeapons'R'Us" (or whatever it is) sounds a tad militant, no?
 
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