Archive for June, 2009

Steve Jobs, Apple and Alfred E. Neuman: “What, Me Worry?”

By Chris Scott

apple_jobsIf you’ve never had a front-row seat at a corporate communications debacle, just Google “apple jobs illness” and pull up a chair for a lesson on how not to work the media when it comes to a serious health issue with a company CEO.

The results page generates everything from “Do shareholders have a right to know?” to “It’s a nutrition problem” to “SEC review under consideration.” Is this the image that Apple, or Jobs, wants to dominate headlines versus continued trumpeting of the success of the new iPhone 3G S?

There’s no doubt that Steve Jobs has persevered in various health issues: a cancerous tumor in his pancreas diagnosed in 2004; a speech at Apple’s 2006 Worldwide Developers Conference that raised serious questions about his unusually gaunt frame; and this year’s “hormone imbalance” that prompted a six-month leave of absence ending this month. Finally, there was the disclosure of a liver transplant in April that took several days to confirm.

There’s also no doubt that Jobs deserves a certain amount of privacy when it comes to dealing with these serious medical issues. But the wunderkind who founded Apple in 1976 — and spearheaded its stunning comeback upon his return to the top spot two decades later — appears to be following the standard script for Apple when it comes to disclosure. And the Securities and Exchange Commission has definite regulations on disclosing situations that could affect the company’s financial health.

Apple’s legendary secrecy about products and new developments, of course, make sense. (The company has no problem quickly firing employees who blab about new products in development and even successfully shut down the Web site http://www.thinksecret.com over its leaks of what Apple considered proprietary information.) But investors, the media and federal regulators are correctly questioning why Apple has repeatedly failed to provide accurate, timely information on the status of the person who is often hailed as being personally responsible for driving the computer maker to its current successful state.

SEC rules prompted Coca-Cola to report in 1997 that its then-CEO, Robert Goizueta, was suffering from lung cancer, the disease that killed him that October. And following the sudden death of McDonald’s CEO Jim Cantalupo of a heart attack in 2004, successor CEO Charlie Bell decided to resign less than a year later before he died of colon cancer. Tragically, Bell was forced to have surgery a little more than two weeks after taking over as CEO, a fact that was prominently, but appropriately disclosed by McDonald’s at the time.

These multinational companies were able to meet federal requirements while protecting the privacy of the individuals involved. The evasive nature of Apple’s corporate responses to inquiries into its CEO’s health could be attributed to a corporate culture that is used to keeping secrets. It also might be part of the orders from the top that Jobs’ medical condition is his and his alone to be concerned about.

But Jobs decided to come back to work and that complicates the already troubled public relations effort. (Some reports put him on the campus of One Infinite Loop in Cupertino last week, before his officially scheduled return on Monday, June 29.) If he had decided to retire, his medical condition and prognosis would have no public component unless he decided to divulge their status himself. Unfortunately, his corporate communications team continues to work between a rock and a hard place with a sick CEO who sees no reason to adhere to SEC rules and Wall Street investors who rightfully contend that disclosure from Apple is appropriate and long overdue.

Alfred E. Neuman, clearly, has nothing on the keepers of Apple’s current public gates.

June 30, 2009 at 5:18 pm 1 comment

Don’t curb your enthusiasm. Just find different ways to express it.

By Sally Saville Hodge

A recent post by my friend Suzanne Shelton on her Facebook page elicited 10 responses and merits some followup discussion. It read:

Suzanne Shelton wants to gently remind people not to over use exclamation points. It devalues the emphasis, and isn’t a substitute for choosing language that conveys your enthusiasm. More than one per paragraph is far too much. Plus, it’s really annoying

Those pesky, insidious exclamation points. They’re a device that people fall into the bad habit of using. Overusing, to Suzanne’s point. And I am among those guilty as charged.

I think a lot of it stems from the more casual nature of the writing environment.

WarningIt started with e-mail, where early on, you’d find many people completely ignoring rules on capitalization – either eschewing capital letters completely, whether in starting a sentence or using proper names, or playing it safe and just keeping the caps lock key permanently in play. Salutations are more often then not lost, and for that matter, so are name signoffs. Why sign your name when the recipient should know who you are from the e-mail address?

It’s only gotten worse with the spread of texting and Twitter and, yup, Facebook and LinkedIn posts. “Good” writing (with or without exclamation points) is beside the, ahem, point when you’re trying to squeeze a lot of information into a tiny, 140-characters-or-less post. Your communiqués really become something for insiders only, almost like a secret language.

I recently re-read one of my sent e-mails and slapped myself on the side of my head. Four sentences. Four exclamation points. When did I become so darn enthusiastic?

Another overused device that I’ll cop to: the dash – using it as a way to emphasize a point. When I caught myself using it three times in one paragraph, I knew I was overdoing it. I’m making a concerted effort these days to either use colons or parenthesis or just (gasp!) changing the sentence structure to force myself to mend my lazy ways.

While I’m at it, I’d better lose the LOLs, though at least I’m not guilty of writing “hahaha” with every post even when there’s no humorous aspect to it whatsoever.

Lesson, people? Our language can be too beautiful a thing to so abuse. Let’s be careful out there.

June 1, 2009 at 5:27 pm Leave a comment


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