Truth: Apple mysterious PR Daqi Di, how global and no one can do?i dark horse Note: Apple's strength in the global public relations and almost no one can, it is a technology company than anyone better at guiding public opinion. Been witnessed before in the user or reach out and touch the new Apple product, the company has already started manicured public image of these products: September 2, the US technology blog 9to5Mac recently wrote an article on Apple's JORDAN public relations over the years, the mysterious patterns of detailed interpretation. The following is the text of the article: Apple's strength in the global public relations and almost no one can, it is a technology company than anyone better at guiding public opinion. Be witnessed or personally touch before the new Apple product users, the company has already started manicured Nike Kobe 9 public image of these products: priority to certain media disclosure of information held only invited media before taking part in the press conference, and guide After screening a series of well-known reporter writing unique evaluation report. Everything is not accidental. Even occasional uncontrolled situation, Apple can still publish through informal responses crafted by proxy. With very few exceptions, Apple's public relations strategy for many years great achievements. But this also led to the emergence of Apple and reported conflict between its media, even inside Apple are also some factors of disharmony. Apple CEO Tim \u0026 bull; when Cook (TimCook) decided to dramatically change the apples with the media and customers interact, a longtime Apple's public relations supervisor Katie \u0026 bull; Corten (KatieKotton) earlier this year decided to leave. Apple is still looking for a successor for the Cotton, and the purpose of our article, Apple is exploring for many years, which means exactly by quietly manipulate the direction of the media coverage. In two months, the paper reporter, blog author, public relations people were more than a dozen interviews, many of whom have worked at Apple. Here's to let us through the content 9 section to find out: 1, carefully prepared before the new conference, you may never have heard of, there was an audience at Steve \u0026 bull; Jobs (SteveJobs) the speech live She fainted. At the time, Apple's public relations representatives to quickly provide medical personnel guide, who carried this venue, so almost no one noticed this episode. As a member of Apple's PR team to avoid any interruption in the meeting it has become an essential skill, because they had all the emergency response program gains. This anecdote proves both Apple and meticulous way in planning the activities, but also highlights the wide range of their PR strategy: they have the ability, without being noticed, and invisibly control a variety of conditions. During the keynote appear life-threatening emergency situation is rare, but in addition, Apple's public relations staff also developed programs to deal with the more common case, for example, suppress the noise of the crowd and prevent non-invited media personnel admission. Apple's public relations staff will even cook Apple senior vice president of worldwide marketing Phil and \u0026 bull; Schiller (PhilSchiller) and other Apple executives as temporary security, to prevent members of the media to ask all kinds of problems. But Apple's lecture, who must not only be limited to what is presented on the stage, and who is responsible to protect executives from reporters who harass simple. An Apple public relations staff told us: \u0026 ldquo; keynotes like a work, you have to cherish special mind to appreciate it. \u0026 Rdquo; the whole speech every detail is carefully designed in advance, from subtle changes in lighting, the screen display orientation, to the person seated position. Apple will own some of the lower-level employees interposed between the audience, the different reporters have also been arranged in a specific position, Apple executives do not need to worry about any spot changes. Everything is under control. The whole process begins two weeks before the speech began. Apple's public relations and communications team and the marketing team are always concerned about media reports, in order to determine the outside world expected, and by leaking information to curb those unable to meet expectations. The company's executives will usually practice two weeks in the auditorium in the headquarters. The communication team will convene a week long meeting before the speech began, senior public relations officer will prepare some special white manual at the meeting, circulated to other members of the team. These manuals elaborated speech discussed the content and release of products, including arrangement of details and responsible officers of each part of speakers and presenters, and product experience zones. In the \u0026 ldquo; mobilization \u0026 rdquo; after the end of white manual will be returned to the PR team, sometimes on the spot with a paper shredder shredding. Apple in the product development process secret style has been well known, and the planning and preparation for speaking engagements have also adopted similar measures. Although Apple watchers opinion, every theme of the event seems to have been well known, but not a detailed keynote schedule can be exposed in advance. At about the \u0026 ldquo; mobilization \u0026 rdquo; at the same time held that Apple will issue invitations to special guests, including a small number of Apple employees, major news media reporters (including Bloomberg, 'New York Times', Reuters and the 'Wall Street Journal '), and a small part of a reliable published positive reports bloggers (including DaringFireball John \u0026 bull; Gruber (John Gruber) and The Loop's Jim \u0026 bull; Dahl Lipp (JimDalrymple)). Apple's staunchest supporters can often get ahead of the message or invitation: For example, Apple announced a specific date in the last conference, Canadian blogger Dalrymple just in Cupertino, Apple is photographed in Flynn conference structure built special theaters (FlintCenter) held. This is hardly a coincidence. Events held at the weekend in front of the Apple PR team members will be field trips in the speech live, make sure that all of the elements from the Nike SB Dunk Low presentation stage to new experience area are in line with the initial planning. At the same time, Apple executives will be on stage rehearsals, practicing those already prepared a long time in the \u0026 ldquo; ad hoc \u0026 rdquo; joke. However, even after careful planning Zhefan actually up and running still fallible. In Apple's former marketing executive Allison \u0026 bull; under Johnson (AllisonJohnson) behind assist a company called Anki unknown startups, was invited in 2013 showed a Apple Worldwide Developers Conference (WWDC) keynote New product. Anki show is a car with a suite of iOS-controlled artificial intelligence, will soon through the Apple Store sales price of $ 200. This product does not seem so compelling, but the demo is more prosaic. After a few minutes of elaborate demonstration failed. AnkiCEO Boris \u0026 bull; Suofu Man (Boris Sofman) and his colleagues that time is sweating profusely, unparalleled, we had clumsily to start a new presentation. Behind the scenes, Apple PR people could only stand there, tears to witness such an important activity there is such a big mistake. You know, Apple had hoped to take advantage of this speech, the Tim \u0026 bull; Cooke, Johnny \u0026 bull; Ivy (JonyIve) and Craig \u0026 bull; Federici (CraigFederighi) create a bright future for Apple three Nike Barkley Posite Max face. Invite Anki shows such a expensive and unattractive, even toy ball dropped on the spot, in Apple's history is rare \u0026 mdash; \u0026 mdash; you know, they always smooth advance for all the details are very proud of. No wonder Apple's official website posted a video of the contents of this cut off. Despite this rare mistakes aside, the majority of Apple's media event will be a success. Although many people criticized the activities of the Cook era too few compared to Steve Jobs era mystery, it has become dull, but their focus, energy and process been more and more competitors to imitate, enough to reflect Apple's new release It will be powerful. 2, the PR team organizational structure and large enterprises, Microsoft, Samsung, Adobe, Wal-Mart and other mobile operators or different, Apple's public relations and communication strategy developed is completely independent, it also reflects the company's tight control of the hardware and software strategies. While Apple still on the print, digital and television campaign with TBWA's MediaArts Lab and other external agencies to cooperate, but it is through the strengthening of internal marketing resources to reduce the company's dependence. According to informed sources, Apple is actively poaching some members of the Media ArtsLab, but did not begin a full range of attack. Although Apple is a large and growing volume of the company, but the small scale of its PR and communication team was surprising. The company's headquarters is only about 30 public relations officers, offices around the world is only piecemeal hired dozens of employees to help them organize meetings, translation press release, or answering a reporter sent each time zone problems. D Rose IV Public relations office on the third floor of Cupertino, Apple product marketing of the building, around the walls of various vintage apple (microblogging) advertising posters, white corridor flanked by several offices, the other comes two common areas. Different offices correspond to different teams: momentum, Mac, corporate communications, iPhone, iPad, iTunes and activities. Ten years ago, Apple's PR people were divided into Mac, music and corporate communications of the three teams. But now, with the focus to Apple iPhone, iPad and service from the iPod, they also added specifically for Apple products to create momentum in the sector. Momentum and word of mouth marketing: The Unknown momentum and word of mouth marketing team only a few employees organization, they are Reebok CL Chi Kaze responsible for Apple's products into a pop culture. For example, the team will work with major sports leagues will iPad into coaching tool that helps music events to iPad into them and let the event organizers for the participants to integrate iBeacon deploy applications. Whenever there is not yet listed on the new products appear on television, all the momentum behind the steering team. In the AppStore application to the relevant magazine publishing process, momentum team also played a key role. If Apple wanted to help golfers improve iPad application swing boarded golf magazine, then the team will be the application of momentum Available to the media reporters, in order to achieve this purpose. The team is also responsible for the iPhone and Mac introduced to celebrities and public figures. New York's Brown \u0026 bull; Bartholomew Nike Air Max 2013 (BrownBartholomew) and Cupertino, Jennifer \u0026 bull; Pocock (JenniferBowcock) have been responsible for the momentum the team. Apple also said it would look for professionals within the communications industry, in order to enhance the strength of this sector. Mac: Mac team by the longtime Apple public relations executive Bill \u0026 bull; Evans (BillEvans) leadership. Mac and the Mac team is responsible for all hardware and software (including OSX systems, consumer-level Mac applications and professional applications) relating to public relations matters. Each team member management pool, or concern hardware, software or concern. Corporate Communications: Apple's corporate communications team by Steve \u0026 bull; Dowling (SteveDowling) responsible for dealing with their overall corporate projects, issues related to meeting executives, investors, and telephone. Ami \u0026 bull; Beisai Te (AmyBessette) headed the public relations department is part of the retail corporate communications team. iPhone, iPad, iOS and iCloud: currently consists Natalie \u0026 bull; Kai Ruisi (Natalie Kerris) and Teresa \u0026 bull; Breyer (TeresaBrewer) iPhone led the team with the most resources. Because iOS is also used in the iPad and iPodTouch, iPad so Blair is also responsible for public relations. Trudy \u0026 bull; Muller (TrudyMuller) will help lead the iPad team, its size is slightly smaller than the iPhone team. In addition, matters are usually handled by the iPhone iCloud team. iTunes: iTunes team responsible for public relations iTunes store, iBook Store, AppStore, Apple TV, iPod and CarPlay other cooperative services. The team consists of Jennifer \u0026 bull; Niu Maier (TomNeumayr) is responsible; Ramsay (Jennifer Ramsey) and Tom \u0026 bull. Apple TV department at Christie \u0026 bull; Monaghan (CHristine Monaghan) leadership, since Hulu former executives Peter \u0026 bull; Judith Todd (PeteDistad) brought a new marketing resources, the department in the past year led to more attention. In addition, Apple has said before in the acquisition of Beats, iTunes will help it deal with the Beats acquisition-related communication issues. Activities: word of mouth marketing team with momentum and as sectors of activity, only a few employees. The team lead in organizing media events and meetings, including the WWDC in San Francisco. They also organize all internal activities, including invitations to government officials visited the Apple campus, and Friday afternoon BeerBashes activities. Some public relations executives who will work with specific pairing guide them to participate in Apple's media event as well as an interview with reporters. For example, Dowling and Kai Ruisi Cook paired Beisai Te and Ivey paired Evans paired with Schiller. Although these names do not mean much to you, but the work they carried out jointly by Apple has created a media image. You can see from the news release, consistent with the established policy to a variety of media, as well as formal \u0026 ldquo; declined to comment \u0026 rdquo; respond, plus a lot of informal communication with the media, Apple's PR team complete control of the The company's words and deeds, but also largely controls the company of others and guest reviews. 3. Strategy: Action behind Apple's public relations department and media control showing a cold, deliberate public image: only when they are willing to respond, will comment on the interview requests from the media; except without any criticism, otherwise, they will not provide Any written content; except when they consider it necessary to pass some information through Apple's official channels, without resorting to \u0026 ldquo; informed sources \u0026 rdquo; at the mouth of communication, will respond directly. You could look at Apple's public relations strategy, it is a smart, rich but not too friendly Queen \u0026 mdash; \u0026 mdash; she was always busy, there is no time and you talk, unless she is no longer so busy for various reasons Time. So, when you find the relationship between Apple and the media are not so isolated, the you might be amazed \u0026 mdash; \u0026 mdash; in fact, it is more like an adolescent girl, constantly concerned about the outside world for their reports. Apple's public relations staff will gather the brightest celebrity handheld iPhone's photos, and people will read a variety of Apple-focused blog articles, and social media accounts using anonymous close attention to the news of Apple's well-known special correspondent reported. Apple's former public relations staff said the company's PR team to enjoy this \u0026 ldquo; comprehensive regulatory \u0026 rdquo; feeling that they daily media attention on Apple's various reports and evaluation. Such oversight is critical to Apple, their executives several times a week to send a document detailing recent media reports Trend. When Apple reported dissatisfaction with the outside world, sometimes it will take measures to change the direction of reports, and even tried to undermine the effect of the large news agencies reported. According to informed sources, when Apple that 'New York Times' by virtue of 'iEconomy' series of articles related to the Apple supply chain, when competing for the Pulitzer Prize, the company's public relations staff to send to other reporters a lot of criticism, 'New York Times' article. Some people say that Apple uses similar means interference Walter \u0026 bull; part of the background information obtained when Isaacson (WalterIsaacson) wrote 'Steve Jobs Biography', seek to understand those details are not provided directly by JORDAN Steve Jobs or Apple. Similarly, a special correspondent reported that Apple said the company will give a clear direction is reported, if the reporter wants to expand the range of topics, or deviation from the perspective provided by Apple, Apple will be \u0026 ldquo; angry \u0026 rdquo ;. Apple also recently used the secret means, Reuters article challenged. Reuters believes that Apple favored the blind community, but also that the company still has more work to do to enhance the attractiveness of people with disabilities. The failure to give a direct reply to Apple, which Cook in 2013, cited a section of the speech, as proof that Apple has realized the Nike Barkley Posite Max importance of this matter. Informed sources said that although Apple would not be directly involved in writing this article, but still hope that through informal channels to Reuters cited Cook's more speech content. Reuters In this lecture material is public refused to Apple's requirements. But Apple did not give any official comment before or after the article was published, but to provide a link to a Nike Air Jordan 5 large number of loyal to their Apple blog, so that they can view the full speech of 2013. The blog then use the material to Reuters attack. As the 'Fortune' magazine said, \u0026 ldquo; Not long after, at a little stimulation Apple PR staff, Apple's friends in the media launched a counterattack. \u0026 Rdquo; although gains the whole thing, and have the opportunity to actively participate in private, but Apple has never made any response in public. \u0026 Ldquo; comment \u0026 rdquo; is Apple's official public relations strategy in the most typical way to respond. \u0026 Ldquo; Their strategy is to say nothing; they make everyone guessing Apple's trend, to get free publicity, to avoid the trouble encountered by other companies. \u0026 Rdquo; one with Apple's public relations department has had contact with reporters, said, \u0026 ldquo; they are very clear, Loose lips sink ships. \u0026 Rdquo; A former public relations officer of Apple, said: \u0026 ldquo; Anything with Apple public relations activities are meticulously planned. \u0026 Rdquo; this person also pointed out that, \u0026 ldquo; a lot of people do not agree with this way of playing tricks behind. \u0026 Rdquo; they usually seek comment or confirm adopt this strategy when news reporters thereto. The large number of media reporters have said that if Apple's unofficial response was: \u0026 ldquo; If your message is completely wrong, I'll tell you. \u0026 Rdquo; it shows that they basically have confirmed the authenticity of the message. Also told reporters that, when an author published a report that Apple will share recorded normally before the author, in order to indirectly confirm or deny the authenticity of the reports. In an informal setting, the company also warned reporters not to follow the direction of other correspondents reported or told reporters that as long as they do not report certain topics, the relationship with Apple will not be affected. These communications, told reporters it pros and cons, but for Apple usually beneficial because it helps guide public opinion in accordance with the wishes of Apple. Over the past few years, Steve Jobs and Corten from time to time to meet the big magazine publishers or newspaper reporter, to communicate with Apple's plans. Informed sources said that as these communications are informal, so \u0026 ldquo; \u0026 rdquo ;. useless information However, informed sources believe, the relevant editor can still take the opportunity to \u0026 ldquo; Nike Air Max \u0026 rdquo ;, about the company to help shape the glorious image of Apple. TheWirecutter founder and former Gizmodo director Brian \u0026 bull; Lyme (BrianLam), said Apple's PR Another basic strategy is to let the media compete with each other. In the magazine's dominant, Jobs can make 'Newsweek' or 'Time' scramble exclusive messages, which allows the board of Apple products in which the cover of a magazine. Lyme explained, \u0026 ldquo; You can not let them publish a cover story for you, but you can get them away from there opponents cover story. \u0026 Rdquo; as the importance of science and technology blog promotion, Jobs let Gizmodo and Engadget caught in the same competition, in a more serious style of advocating Engadget editor Ryan \u0026 bull; before Bloch (RyanBlock) publicly praised Gizmodo's arbitrary. Lyme said: \u0026 ldquo; This is a power play. \u0026 Rdquo; for Apple to get favorable media coverage, and to reach a deal or supply chain transactions media is no different. However, this strategy may not always work. An insider recalled that when in 2009 received iPhone3GS Lyme test prototype, a former Apple executive who has told Gizmodo editor said: \u0026 ldquo; we give you the phone's time Biwoerte \u0026 bull; Mossberg (WaltMossberg) are early. \u0026 Rdquo; Because Mossberg and Jobs ShenDu, someone will see this as a great honor. But it is said, Lyme feel Apple \u0026 ldquo; did not understand what was going to make a reporter feel proud \u0026 rdquo ;, and gradually alienate apple. However, neither of these strategies is responsible for the implementation of Lyme himself, nor any other we interviewed a reporter. \u0026 Ldquo; the media is part of their overall plan, \u0026 rdquo; Rhyme said, \u0026 ldquo; their wide viewing angle, do not always focus on the people, this is business. \u0026 Rdquo; in addition, a charge of Apple's correspondent reports said, \u0026 ldquo; when they need you, they will come to you, but they do not want to answer the problem or does not meet their needs when, it will not call you back . \u0026 Rdquo; a former employee of Apple PR team recognized this unequal relationship between them and the reporters \u0026 mdash; \u0026 mdash; this may not be a mutually beneficial relationship, but Apple unilaterally beneficial relationship, and reporters rarely get anything practical benefits. Another former Apple employees disclosed that: \u0026 ldquo; the protagonist is not you, but Apple, Apple's products. \u0026 Rdquo; Apple PR team will quietly spread negative news competitors. For example, when the media wrote bad news for Android, Apple's public relations department will be spread around these reports. Like telling reporters: \u0026 ldquo; this is what we feel. \u0026 Rdquo; for example, earlier this week, Apple's public relations staff will have to 9to5Mac two reporters sent an e-mail, Nike Lunar Hyperdunk Low with specific emphasis on the problems of an Android application. While Apple's public relations strategy seems deliberate, but other technology companies will try a similar manner. An official reported that a number of technology companies, told reporters: \u0026 ldquo; The key difference is that people who love Apple, and Apple PR knows this. \u0026 Rdquo; Lyme said, because of this, Apple \u0026 ldquo; I know they are busy helping with reporters. \u0026 Rdquo; Another reporter said, \u0026 ldquo; Apple knows they have a number of other reporters also want. While science and technology policy and other companies, but the motivation is different. \u0026 Rdquo; \u0026 ldquo; The reason they are seen as callous, because they know that the reporters want their message, but they will take advantage of this. \u0026 Rdquo; the reporter added. In the above-mentioned Reuters reported after release, although Apple public relations staff to help fight the Reuters blog are small individuals, but they can quickly achieve a specific purpose in the Apple coordination. A reporter said: \u0026 ldquo; other companies can also provide ammunition to let you do what you need to do; the difference is that Apple has a machine ready to start a war. \u0026 Rdquo; and every useful war machines need a leader. 4, \u0026 ldquo; tyrant \u0026 rdquo; leave while Apple public relations staff said the company's former vice president of worldwide corporate communications Katie \u0026 bull; Cotton reason for leaving was to spend more time to spend time with the children, but the real reason may be that she Cook et al Apple's future public image has a different vision. As a former member of Apple's public relations team, Cotton Apple against reporters of \u0026 ldquo; Ace \u0026 rdquo ;. As she controls all media and contact Apple, so Cotton power and attitude of some of the reporters quite fear \u0026 mdash; \u0026 mdash; they participate in the activities of Apple product opportunities early and understand information are likely Nike Kobe 8 System MC to be deprived of her. If these two are deprived of the privilege, the reporter's career will be adversely affected. Internally, a number of Apple employees will Corten called \u0026 ldquo; \u0026 rdquo ;. tyrant One Apple employee even believe Cotton rule is like a \u0026 ldquo; struggle \u0026 rdquo ;, the company's image and the way she conducted business like Apple PR team in the management of their own \u0026 ldquo; \u0026 rdquo ;. manor \u0026 Ldquo; I sometimes feel we are like in kindergarten. \u0026 Rdquo; Another Apple PR team members said. In order to control the sector. She even will personally supervise employees from punch to leave the office to go to work each day. A former Apple employee said, Corten want employees regardless of under what circumstances, can work in an office all day. While the sector is small, but because of the high status inside Apple, so this style is not surprising. But a former employee recalled that there was a female employee who had just given birth, I hope to have one day a week to work at home, but they were sternly refused Cotton, this would be too harsh. Apple internal, conflicts between work and family has never been so acute. It was also said that Cotton will develop a \u0026 ldquo within the department; target \u0026 rdquo ;. \u0026 Ldquo; You may be a star today, and tomorrow might be abandoned. \u0026 Rdquo; A former Apple public relations staff said, \u0026 ldquo; a lot of people who worked in Katy will leave after a year or two, this is simply cautious. \u0026 Rdquo; another said: \u0026 ldquo; she scares me, took me several years of life. But it's good for you, this is a baptism for me. \u0026 Rdquo; although Corten led some reporters and employees feel fear, but people still have great respect for her, learned a lot from her. Brian \u0026 bull; Lyme recalls Cotton in the Apple Events \u0026 ldquo; highly serious \u0026 rdquo; look, feel \u0026 ldquo; she shoulders the weight of the world. \u0026 Rdquo; but when she saw a reporter came when, or immediately smiling. \u0026 Ldquo; I saw her two sides: people just do not agree with her, but she was deeply understanding the relationship between media, reporters and correspondents in between thoughts. \u0026 Rdquo; Corten mimic Apple's Steve Jobs revival process to take a lot of strategy \u0026 mdash; \u0026 mdash; When Jobs returned to Apple in the late 1990s, this consumer electronics giant has been on the verge of bankruptcy. There are a number of Apple's PR team of former employees have said Cotton attitude toward authority is derived from her relationship with Steve Jobs. Some people say, \u0026 Air Jordan Outlet ldquo; if you work with Steve Jobs, you would think he is a mini-Steve Jobs, but you really are not. \u0026 Rdquo; when Jobs was alive, people are able to endure the pressures, but the death of Steve Jobs, many people think that it is no longer worth it. Another Apple's public relations staff said: \u0026 ldquo; we've exhausted. \u0026 Rdquo; the end of 2011 after the death of Steve Jobs, Apple's many departments have suffered left wave, the public relations department is no exception. Relationship between Dayton and Jobs' very close, so that many employees believe that Steve Jobs resignation and death, she will leave Apple. An Apple public relations staff said Katie Steve Jobs single-handedly prop up. With the departure of Steve Jobs, as well as more moderate man Cook came to power, the kind of atmosphere of terror Cotton applied in the public relations department has been unable to play a role. Current and former Apple employees have said, the only surprise is that she actually died three years after Steve Jobs left Apple. Cook the end of 2011 when the official at the helm of Apple, \u0026 ldquo; he began to notice the public relations department, Apple needs to become a more business-friendly, \u0026 rdquo; so shall regardless of external or internal. This points to a very clear message, but is not clear where that Cotton could meet this expectation. An Apple employee said: \u0026 ldquo; if you want Katie Cook with such an attack dog gene Jobs \u0026 rdquo; to continue to control Apple's image Cook invitation equitable ILO (FairLaborAssociation) review of Apple, and began pushing the charity? project. In addition, he not only accepted the magazine interview, he also allows other senior executives to do so. Apple a revolution in the making, but Cook Cheap Nike Free Outlet did not fully comply with the established rules. 5, the second monarch of a country, according to informed sources, announced his resignation after months of Cotton on a comprehensive exit from Apple. She no longer participates in 18 years that he has led media strategy, also did not participate in the selection of a successor. When Cook thinking about the future of Apple's public relations department, Cotton will power to her two old men: Steve \u0026 bull; Dowling and Natalie \u0026 bull; Kai Ruisi. Two of them in May this year as interim director of public relations department, all reporting directly to Cook. Informed sources said Cotton, published in May this year \u0026 ldquo; emotional \u0026 rdquo; resignation statement that Cook will be responsible for internal and external search for her successor. A 18-year tenure at Apple veteran, in the absence of a clear successor, did not disclose possible successor at the sudden departure of the situation, indeed a bit surprised. Because Cotton is the most important in a working day before Apple's annual WWDC left, but technically, she is still the Apple employees (as Scott \u0026 bull; Forster (ScottForstall) as in-service After still to Apple as a consultant to several months), so there are indications that her departure was not entirely voluntary. Even without Corten helm, Apple's PR team can still continue to operate. An Apple employee said: \u0026 ldquo; the team is still functioning, still in the implementation of the overall strategy. \u0026 Rdquo; but it is undeniable that the current two responsible people have different expertise and ways of doing things. Dowling past 10 years has always been responsible for corporate communications team, he joined Apple PR team in 2003, previously served as editor of CNBC in Silicon Valley, in between 2000-2003, and served as editor of CNBC in Washington in 1995-2000. Dowling nearly 10 years of correspondent career, made him a better understanding of today's Apple reporter responsible for the story. A report Apple's correspondent says Dowling often personally influential reporter called, provide background information, and some of the comment on the report. \u0026 Ldquo; If you agree to communicate, he will provide you with the pre-planned content, in addition to say no more. \u0026 Rdquo; the reporter said, \u0026 ldquo; his bones or a reporter, he understood the rules of the game. \u0026 Rdquo; many reporters have more appreciation for spiritual calm style and heartfelt goodness. The style also extends to his work at Apple. Dowling will meet weekly to discuss related topics with senior public relations officer, usually between Tuesday and Thursday rotation. Apple's public relations department staff said they could learn a lot from the meeting, it will be carefully taking notes. He also spent extra time listening to feedback from subordinates, and to explore ways to improve Apple's public relations work. People close Dowling said he would not play that kind of power game, Cotton, but they also point out, \u0026 ldquo; he can improve his own style of leadership, some guidance to subordinates, rather than everything myself. \u0026 Rdquo; some informed sources believe, Dowling \u0026 ldquo; smarter than Cotton \u0026 rdquo ;, thought he was fit to succeed Cotton. Allegedly, Dowling ShenDu Cook, Cook has also been referred to in an internal meeting on the matter. Cook often Dowling together, partly because Apple requires public relations personnel to provide protection for executives. Apple announced a number of important messages, Dowling's name often associated with Corten together, for example, Steve Jobs fired statement resignation statement and Forster's. This is more than enough to highlight the spirit inside Apple's position. Another deputy of 凯瑞斯 Corten joined Apple since 2001, has been responsible for Apple's iPhone and other flagship PR and communication work. Although Informed sources believe that greater Dowling Cotton odds to succeed, but current and former Apple reporters have praised 凯瑞斯 style of doing things: A reporter said Kai Ruisi had to skip a lot of red tape, straight to the point with communication. But informed sources said, although Kai Ruisi \u0026 ldquo; very smart \u0026 rdquo ;, but there are some factors that cause she looks like a \u0026 lsquo; \u0026 rsquo ;. quiz Dayton A person familiar with the view that if the Kai Ruisi complete the helm, Apple PR team style will be consistent with the Cotton era. If Cook really want to change the way Apple's PR, the successor will reduce the probability of. It said Kai Ruisi and Dowling are undertaking lobbying formal successor Cotton posts. And because the recent rumors that Apple considering hiring former White House spokesman Jay \u0026 bull; Carney (JayCarney) as director of public relations, so that the matter is more worthy of attention. For example, Re / code quoted informed sources as saying the incident, TheLoop Darfur soon Lipp said the news is not true. Informed sources said that Dahl Lipp and other reporters was OK, this is not true, it was Kai Ruisi to their disclosure. Since Carney had just left the world's most important and most watched a public relations job, and is working with a number of technology companies on communication, so if Apple does not consider Carney, is probably an irresponsible act. So, why is there an insider initiative to deny the reports, it seems somewhat puzzling. 6. controversy: from the map to the Beats, and then to 'the plight of the empire' caused a major controversy in recent years, Apple probably could count them with one hand, but because of the huge size of the company, combined with its powerful strength of public relations, each once attracted global attention. Most Apple watchers agree that the company's biggest disaster is the iPhone4 of \u0026 ldquo; \u0026 rdquo ;. antenna door Jobs in the matter a long time to hold a media conference exposure, but also dismissed the report exaggerated the outside world, also released a free protective sleeve. Before the press conference held in the summer of 2010 on Friday, negative reports iPhone4 already out of control, resulting in YouTube video crazy pass around a class action one after another. Although Apple publicly to play down the matter, but still therefore dismissed and punished several technology executives, but abandoned this antenna design in subsequent iPhone4S in. Cook's resume is not perfect, but he was quick to respond to the dispute, that he is willing to evolve related issues before a crisis, timely intervene.