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Why does everyone hate Apple right now?

Karen Haslam | Feb. 25, 2013
Does the sentiment towards Apple follows the same pattern as Apple's share price? Is there a media conspiracy against Apple? Why does it seem that there is more negative coverage than positive coverage of Apple? We examine the situation.

Apple's media relations twist

This is more mysterious than you might think, because traditionally Apple makes little effort in its relationship with the press. Apple doesn't court the press, the press courts Apple. Where other companies plead with us to attend events we get a call from Apple the day before with little information other than a request for us to be at its offices at a particular time the next day. They often don't even tell us why.

The idea that Apple would leak information to the press is all the more strange to me (having worked on PR campaigns for the company between 2000-2003) because in my experience Apple doesn't leak information. But maybe things are different in the US.

That said, we have detected a change in the PR team in the UK, who do appear to care a lot more about what the media perception of Apple is now. It's as if the recent spate of negative coverage has awoken them.

If you want evidence that Apple is upping its PR game, note that the company has just installed a new corporate communications director for Europe, the Middle East, India and Africa. In the newly created role Josh Rosenstock, former Director of External Communications for Rolls Royce, will report into Apple Europe Senior Director of Corporate Communications Alan Hely, according to PR Week.

That title's source suggested that the hire was a reflection of Apple's desire to grow its corporate affairs capabilities as it becomes increasingly drawn into global regulatory and political issues.

Rosenstock has been at Rolls-Royce for over four years. He was previously head of communications at both Misys and Thames Water. On his LinkedIn profile he lists the following specialties: branding & corporate identity, M & A, integration, media relations, internal communications, events, web development, and public affairs.


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