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Hoe Apple nieuws controleert
Blog
Opinie
Jody Koehler
19-01-2010
Binnenkort komt Apple met een nieuwe 'must have' op de markt. Het grotere broertje van de iPhone heet de 'Apple Tablet'. De verwachting is dat meer nieuws hierover volgt tijdens een event op 26 januari. De online buzz rondom het apparaat is al een tijdje gaande. In de Wall Street Journal las ik het verhaal van John Martellaro, voormalig senior marketing manager bij Apple. Zijn ervaringen binnen Apple met het gecontroleerd lekken van boodschappen vond ik interessant. Waar komt de buzz vandaan? Wie doet er olie op het vuur?
Insider's view
In de post 'How Apple Does Control Leaks' linkt John Martellaro naar het artikel in de WSJ. Een klein fragment hieronder:
"Often Apple has a need to let information out, unofficially. The company has been doing that for years, and it helps preserve Apple's consistent, official reputation for never talking about unreleased products. I know, because when I was a Senior Marketing Manager at Apple, I was instructed to do some controlled leaks.
The way it works is that a senior exec will come in and say, "We need to release this specific information. John, do you have a trusted friend at a major outlet? If so, call him/her and have a conversation. Idly mention this information and suggest that if it were published, that would be nice. No e-mails!"
The communication is always done in person or on the phone. Never via e-mail. That's so that if there's ever any dispute about what transpired, there's no paper trail to contradict either party's version of the story. Both sides can maintain plausible deniability and simply claim a misunderstanding. That protects Apple and the publication."
Wat je ook mag vinden over deze manipulatieve manier van communicatie en ethiek, waarschijnlijk kijkt Apple naar het resultaat. Wat zijn jouw gedachten hierover?
Apple gaat nieuwe 'creatie' showen
Insider's view
In de post 'How Apple Does Control Leaks' linkt John Martellaro naar het artikel in de WSJ. Een klein fragment hieronder:
"Often Apple has a need to let information out, unofficially. The company has been doing that for years, and it helps preserve Apple's consistent, official reputation for never talking about unreleased products. I know, because when I was a Senior Marketing Manager at Apple, I was instructed to do some controlled leaks.
The way it works is that a senior exec will come in and say, "We need to release this specific information. John, do you have a trusted friend at a major outlet? If so, call him/her and have a conversation. Idly mention this information and suggest that if it were published, that would be nice. No e-mails!"
The communication is always done in person or on the phone. Never via e-mail. That's so that if there's ever any dispute about what transpired, there's no paper trail to contradict either party's version of the story. Both sides can maintain plausible deniability and simply claim a misunderstanding. That protects Apple and the publication."
Wat je ook mag vinden over deze manipulatieve manier van communicatie en ethiek, waarschijnlijk kijkt Apple naar het resultaat. Wat zijn jouw gedachten hierover?
Apple gaat nieuwe 'creatie' showen
