Crisis PR| Steve Jobs Not Dead Yet

Apple Stock Dives with Steve Jobs Health Scare

In a case that virtually defines the word “irony,” the hazards of how rumors travel via the Internet has now hit one of the creators of the personal computer. The CNN-owned Web site iReport.com, which publishes news written by ordinary citizens, has announced it will give the Securities and Exchange Commission information about the author of an iReport that claimed Apple CEO Steve Jobs had suffered a heart attack. The SEC contacted CNN after the early morning report on Oct. 3 sent Apple shares plummeting to their lowest point in a year. The stock recovered around the time the post was removed, but ended the day off 3 percent at $97.07.

CNN spokeswoman Jennifer Martin said that the report’s author had not previously posted in iReport.com. She did not know when the person joined the site. IReport.com’s “citizen journalists” must submit a working e-mail address but are not required to give a real name.

Apple Inc. spokesman Steve Dowling said the report was not true. However, Jobs has remained quiet on the topic of his health despite appearing extremely thin in recent public appearances.

This incident is an excellent example showing why the traditional crisis PR is no longer enough for companies to employ. Advances in technology and immediate access to information (whether accurate or not) via the Internet has placed a new need for companies to expand their crisis PR plans to the new media front. Major companies must monitor blogs, read online reviews and listen to podcasts to know immediately what is being put out to the world about them and address them promptly.

Does your company have public relations needs in Raleigh?  In North Carolina?  Visit the MMI Associates Web site for more information.  Any questions?  Leave us a comment or give me, Patty, a call at 919-233-6600.