News and Updates from 5WPR CEO Ronn Torossian

Apple’s PR Agency Steps Up to Diffuse Rumors

Issues that have MacBook buyers steaming mad were handled properly when Apple’s PR Agency Steps Up to Diffuse Rumors.  In a market flooded with technology PR, Apple has managed to stay in the news with impressive consistency, though not always for reasons their PR agency might choose. Not long ago, Apple was the darling of American voters, lauded by President Obama in his State of The Union address.

The company was bringing manufacturing jobs back to America. This was exactly the sort of PR coup Mac needed to bolster consumer confidence after the death of Steve Jobs. Every competitor with a US PR firm went to work to enhance its pro-America image. But Mac’s honeymoon was short-lived. Shortly after the release of Apple’s newest MacBook, message boards and support forums were abuzz with bad news for Apple’s PR agency. Entry-level MacBook buyers complained (loudly) about an overheating issue. Mac buyers, typically very brand loyal, were not yet defecting. But they did have some questions. First, what was happening? Second, what was Mac going to do about it?

Apple’s PR team did not hide from the rumors. They stepped up and admitted a problem could exist. Then they set out about finding it and fixing it. After reviewing the complaint, Apple published an article on its main support page. Yes, some 13-inch MacBooks were running “warmer than normal.” The article explained a simple fix for the problem. “Check the rear vent of the MacBook to make sure it’s not blocked. Owners who find a plastic film covering their notebook’s rear vent should ‘simply remove and discard it.’”

Apple diffused rumors and strengthened consumer confidence by directly addressing the concerns. When facing a potential problem, this direct approach is almost always the best way to proceed.

Ronn Torossian

Ronn Torossian is the founder and CEO of 5W Public Relations and one of the most well-respected Public Relations professionals in the United States. Ronn is the author of "For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations."

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