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What’s behind all the buzz? How did it get started? Who did the starting or at least added fuel to the fire? Apple itself?
See what you think after reading a post by John Martarello, a senior editor at The Mac Observer, following a report about Apple’s forthcoming device in the Wall Street Journal on January 4, summarized by the Mac Observer. It has all the hallmarks of a controlled leak, says Martarello:
[…] 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.
Whatever you might think about the ethics of such a manipulative approach to communication – “plausible deniabilityâ€! – it gets Apple the results it wants.
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[Blog] Controlling leaks Apple style [link to post] #fb #in
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[nh.com] Controlling leaks Apple style [link to post]
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[…] This post was mentioned on Twitter by Neville Hobson, Danny Whatmough. Danny Whatmough said: RT @jangles Controlling leaks Apple style http://tinyurl.com/y8bwa3p […]
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RT @jangles Controlling leaks Apple style [link to post]
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Hobson: Controlling leaks Apple style: There’s been quite a lot of buzz during the past week or so surrounding rum… http://bit.ly/7GczX3
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RT @jangles: [Blog] Controlling leaks Apple style [link to post] #fb #in
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Controlling leaks Apple style [link to post]
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RT @jangles: [Blog] Controlling leaks Apple style [link to post]
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Controlling leaks Apple style [link to post]
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Sounds like the PR of politics ;). What’s interesting is the leak about the leak! Apple can still play the game, even when their methods are known.
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RT @jangles: [nh.com] Controlling leaks Apple style [link to post]
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Controlling leaks Apple style | NevilleHobson.com [link to post]
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Controlling leaks Apple style | NevilleHobson.com [link to post]
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Controlling leaks Apple style | NevilleHobson.com: http://url4.eu/14Pnm
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Controlling leaks Apple style | NevilleHobson.com: [link to post]
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Controlling leaks Apple style | NevilleHobson.com http://bit.ly/5qOZ0I
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Controlling leaks Apple style | NevilleHobson.com [link to post]
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Controlling leaks Apple style | NevilleHobson.com http://bit.ly/5D01uR
RT @jangles Controlling leaks Apple style http://bit.ly/61o88l
Controlling leaks Apple style | NevilleHobson.com http://bit.ly/53yNUY
@Nilzenburger @spreeblick halte ich fuer unwahrscheinlich, die ganzen "Leaks" sind doch wahrscheinlich bewusst gestreut http://bit.ly/6bFMdj
PR, Apple style, good debate http://nevillehobson.com/2010/01/07/controlling-leaks-apple-style/
Tips Controlling leaks Apple style | NevilleHobson.com http://bit.ly/5qOZ0I
"Apple sees tablet as one device shared by the whole family – WSJ" http://is.gd/6INBC Another controlled info leak? http://is.gd/6INIr
RT @jangles: "Apple sees tablet as one device shared by the whole family – WSJ" http://is.gd/6INBC Controlled info leak? http://is.gd/6INIr