Over the edge of illusion - Secrets of Apple PR-success (Part 3)
Makradar Technologies / / December 19, 2019
(Part 1)
(Part 2)
From Apple, probably the best in the world of public relations department (public relations, PR). This is especially significant during the development and launch of new products, because no one technology company can not call such a resonance with their innovations. Before the first time, users can see the new Apple product, and touched him, the company carefully plans all of its public Remarks and references to it, control the leak, organizes briefings for journalists privileged, closed the presentation on which can only be accessed by invitation and, finally, early testing for pre-selected, positive-minded media representatives. Nothing ride, on those rare occasions when Apple does not control the initial promise, it corrects it using his powers to bring elaborate answers in an informal order.
Except for some moments, PR-strategy was flawless for years. But it also creates tensions between Apple and the people who cover the events happening around us. Katie Cotton, is the head of the department of public relations for almost twenty years,
He left the company this year,When Tim Cook has shown the desire to change the ways in which Apple has interacted with the media and their consumers. As the search for a replacement for Cotton is still in the process and the seriousness of the company remains unclear, we consider methods that Apple used to manipulate the press and media for all these years old.Avoiding tyranny
Though Department for Relations with the Apple community as reasons for leaving their former head Katie Cotton, called "desire greater time to spend with the children ", in fact, it lay in the other - the differences of vision of the future public image of Apple, which the He outlined Tim Cook.
As former member of the Apple PR-team, for the company Cotton was something of an ace up its sleeve when it came to interactions with reporters. She was known for what controlled media access to Applethanks their power and character, she made some journalists fear what they will not be allowed in the event and early briefing of the company. These two privileges, if they take away from the journalist may have a negative impact on his career. For the eyes, some Apple employees, Cotton described as a "tyrant." One officer described the Cotton board «Battle of the public image of the company» and he said that the former head of PR-department operated as a team «fief».
"Sometimes I felt like a kindergarten pupil" - recalls another team member. Cotton controlled virtually everything, down to the time of arrival to and departure from she. She expected what employees in what Whatever it was must work all the time they spend in the office. Although it is not surprising for the head of a small, but very important Apple units, such behavior was sometimes soulless. "One day, Katie would not let one of the officers, recent mother, to work one day a week from home»- he recalls a former member of the team. There is nothing more depressing than a choice between family and Apple.
They say that in the Cotton department had its own «target». «In an instant, a person can become a star, and the next day to be at the bottom»- says a former employee of the department. «Many people would leave, having worked a year or two with Kathy, it was like walking on a razor's edge»- adds another employee. «She instilled fear in our hearts, and took me years of life»- says one of the team members. «But it was good for you, now baptized fire.»
Even thoughwhat Cotton frighten journalists and their subordinatesSome highly respected her and they said, what she can learn a lot. Brian Lam recalls her extremely serious, In preparation for the Apple event, she felt the weight of responsibility on his shoulders, but when approached her reporters, her face immediately lit up a smile.
Cotton largely mimicked Steve Jobs, especially his strategy when he revived Apple's, located on the verge of bankruptcy in the late 1990s. Some of the members of Apple's PR-team, suggested that such an attitude Kathy much she had learned from Jobs. In the words of one person: «If you are working with Steve, do you consider yourself mini-Stevebut true is that you tell them are not.» At the end of 2011, after Jobs died in the PR-department was «exodus», Which explains the transfer of employees to higher positions in other departments.
Cotton was so close to Jobs, what many of the members of the PR-team believed what she will leave the company after his death. «Kathy was created in the image and likeness of Steve,» - says one of the PR people, and, had no power after the tacit approval Jobs. After next there was no Steve, and his place took softer Tim Cook, the fear that strengthened her position in the team, no longer worked. And current and former employees agree on the fact that the departure of Kathy surprising in itself, since it occurred immediately after Jobs' death, but only three years after that.
When Cook officially I took reins of the company, he started talking PR-department, that Apple should be more loyal and friendly company and both internally and to the public. This message was right, but it was unclear whether the Cotton meet these expectations can. One of Apple employees put it this way: «Does [all still] Tim to see Katie, is a service dog with DNC St.willow, led by the department, forming the public face of the company?» Cook discovered for Apple Fair Labor Association (Non-profit organization co-founded by universities, institutions of civil rights and the management of companies), I started to support employees charitable initiatives, itself giving them an example, and also made it possible to conduct media interviews with him and other senior heads of Apple.
In company started changes, and Cook was not trying to stick to the rules.
One head it's good, but two better
A few months after the announcement of its care, Katie Cotton became gradually move away from Apple, according to a person from the circle of senior executives of the company. She no longer participate in the formation of the media strategy, which led for 18 years, as well as to find new staff. The source said that the Cotton does not believe in the search for his own successor. While Tim Cook thinks about the future [PR] card, Cotton left his team on two her ancient representatives: Steve Dowling and Natalie Kerris. Interim Head of department took up his duties in May and both report directly to Tim Cook.
Cotton dramatic announcement of withdrawal in May showed that Cook personally will oversee the search for a replacement as within the company and beyond her outside - the sources said. Quite unusually, that the 18-year veteran of Apple unexpectedly resigned from his post, without assigning a successor and, moreover, without even a potential candidate. Considering what what Cotton left Apple the day before the WWDC, the company's biggest event of the year, as well as what what technically it remains an Apple employee (experience forstau Scott, served as advisor for almost a year after his retirement) - everything speaks in favor of the what she went unwillingly.
Even without Cotton at the helm of affairs with Apple PR department continues to develop. As said, one of the staff companies, there is a common strategy and a team of all still a collision. But now the two men headed the department with different expert knowledge and approaches in the management of subordinates. Dowling, the last ten years, he was the head Corporate Communications Team. He joined the PR-department of Apple in 2003, before being head of Office CNBC's Silicon Valley since 2000, and head of Office from 1995 to 2000.
Dowling looks back on almost decennial journalistic experience that It gives him an excellent understanding of how modern apple-working reporters. One of the journalists, who write about the apple company, says Dowling often rings the most influential journalists, giving them some information and give comments on current events. “He will tell you only what he feels like it, and only in that case, if you are willing to say it, and no in short more”- says the source, — “he journalist at heart and knows the rules.” Some reporters praise him for his calm temperament and sincere kindness.
This also applies to his work for Apple walls. Dawleyng etcGadfly weekly meetings to discuss various issues with the leading members of the PR-team, one after another from Tuesday to Thursday. Employees of PR department said that learn from these meetings is quite a lot and make a mental note. In addition, Dowling additional spending time to talk with the staff and discuss how to improve the department. Close to Dowling people say, what it“It does not play into the power”, As did Cotton, but at the same time point, what“it could would improve their quality of mentoring and leadership skills, rather than focusing on the individual preparation of.”
Some sources suggest that Dowling “smarter Cathy” and consider it a good candidate for her replacement. It is said that he is close friend of Tim Cook and one of the internal meetings Cook Dowling mentioned as a successor to Cotton. Cook and Dowling are often seen together, partly because of the policy of the use of state of PR-department for the protection of key Apple executives. Dowling ranks high in the Apple hierarchy, as evidenced by its appearance, along with Cathy Cotton on important official statements as the death of Steve Jobs, or dismissal of Scott forstau.
Another candidate for the seat Cotton is Natalie Kerris, responsible for communication with the public key products such as the iPhone, since it sided with Apple in 2001. Although sources suggest that Dowling more likely to become the successor of Cotton, current and former Apple-journalists say her rough and straightforward approach. One of reporters said that Currys drop the formalities and the rules that go straight to the point. Her described as very intelligent, but in the same time it has features that make her“Cotton Jr.”. One source even said that it might even exceed in Cotton her difficult character. If Cook is looking really updated approach of PR-activity Apple, then Currys very little chance of getting the post of head of department.
AND CurrysAnd Dowling, according to sources, are lobbying for their candidates to take Cotton place. This makes the recent reports Apple on the consideration of candidates of the former press secretary of the White House Jay Carney as still one applicant, it is very interesting. For the first time mentioned this Re / Code, claimingwhatCurrys discussed in connection with Apple opening for the position, but later Jim Dalrymple Loop of the claimed what this is not true. Sources say what This was CurrysWho reported reporters, what Information about the reviewing candidates Carney was false. After Carney left one of the most important and high-PR-stations in the world and spending a lot of talks with technology companies, with Apple would be foolish not to consider it as a potential candidate. Therefore, it is unclear why the company deny this.
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