The face of Apple is its C.E.O. Steve Jobs and rumors of his declining health threaten soaring stock prices and record-breaking revenues. This paper examines the problem of succession facing Apple. In order to maintain a viable and successful brand, Apple must look to differentiate Apple from Steve Jobs in the minds of consumers and shareholders. This paper also examines Apple’s relationship with the media and the marketing strategies employed to publicize Apple’s products. Apple should employ a public relations strategy which is more responsive to the press in all realms but most specifically in regard to their very public C.E.O.’s health.
Table of Contents
1. Statement of Purpose
2. Background
3. Company Challenges
4. Media
5. Marketing
6. Advertising
7. Summary and Recommendations
Research Objectives and Themes
The primary objective of this paper is to examine the succession crisis facing Apple and to propose a public relations strategy that differentiates the Apple brand from the personal health narrative of its C.E.O., Steve Jobs, in order to maintain investor and consumer confidence.
- Strategic analysis of Apple's reliance on Steve Jobs as a corporate figurehead.
- Evaluation of media relations and the company's culture of secrecy.
- Assessment of the impact of health-related rumors on stock market volatility.
- Development of recommendations for succession planning and executive branding.
Excerpt from the Book
Company Challenges
By far, the biggest challenge to Apple is the portrayal of Jobs’ health in the media. The main discussion is the future of the company without Jobs. An article in the Electronic Engineering Times said that “if Jobs sneezes more than three times in a few minutes, it’s news; if he coughs, it’s big news; if he stumbles on the staircase, it’s huge news. If his life is put in danger by any event, natural or otherwise, it’s explosive news.” This begs the question of what will become of Apple if Jobs retires. That’s something Apple—in true Apple fashion—has not announced yet, and it is not likely that they will anytime soon. When Jobs goes, Apple will find itself in a different position than Microsoft. Apple will have lost its best innovator and product leader, as well as its best marketer. This is an intangible asset that is very- if not impossible- to replace.
Summary of Chapters
Statement of Purpose: Introduces the challenge of Apple's identity being intrinsically linked to Steve Jobs and outlines the need for a new public relations strategy.
Background: Provides a historical overview of Apple’s founding, the departure and return of Steve Jobs, and the company's subsequent growth.
Company Challenges: Analyzes the risks posed to Apple by the media's obsession with the health of its C.E.O. and the lack of a clear succession plan.
Media: Discusses Apple's "secrecy" approach to media relations and the negative impact this has on managing rumors and public speculation.
Marketing: Examines how Apple uses internal secrecy to build hype around product launches and how the "Stevenotes" have become central to the brand.
Advertising: Details Apple’s reliance on mainstream media and iconic campaigns to drive brand loyalty without traditional web advertising.
Summary and Recommendations: Proposes specific strategic shifts, including greater transparency, formal succession planning, and distancing the brand identity from the C.E.O.
Keywords
Apple, Steve Jobs, Corporate Governance, Succession Planning, Public Relations, Brand Loyalty, Media Relations, Stock Market, Corporate Transparency, Marketing Strategy, Crisis Management, Investor Relations, Technology Industry, CEO Branding
Frequently Asked Questions
What is the core focus of this research paper?
The paper focuses on the risks Apple faces due to its deep dependency on Steve Jobs and suggests a strategy to decouple the brand from his personal health status.
What are the central themes discussed in the document?
The document covers brand identity, corporate secrecy, succession planning, media management, and the influence of C.E.O. health on financial markets.
What is the primary research goal?
The goal is to develop a public relations framework that stabilizes Apple's market position and prepares the company for a future beyond Steve Jobs.
Which methodology is utilized?
The paper utilizes a case-study approach, analyzing media reports, market reactions, and Apple's historical communication strategies to form its recommendations.
What is the scope of the main body?
The main body examines the history of Apple, the challenges posed by media scrutiny, current marketing and advertising tactics, and concludes with actionable strategic recommendations.
Which keywords define this work?
Key terms include Apple, succession planning, public relations, brand identity, and corporate transparency.
How does the "secrecy" strategy affect Apple?
While secrecy creates hype for product launches, the author argues it is detrimental when applied to critical corporate matters like C.E.O. health, as it fuels speculation and market instability.
What recommendation does the author give regarding the successor?
The author recommends publicizing other key executives, such as Tim Cook, to demonstrate the strength of the leadership team and normalize a vision beyond Steve Jobs.
Why is the "I’m a Mac, I’m a PC" campaign mentioned?
It is highlighted as an example of an advertising strategy that focuses on product characteristics rather than the C.E.O., helping to separate the brand from Jobs' personality.
- Citar trabajo
- Carolin Biebrach (Autor), 2008, Why Apple must tell its story, Múnich, GRIN Verlag, https://www.grin.com/document/129179
