Apple vs FBI: Analysis On
An In-depth How A Crisis Wass Aver Wa Averte ted d
Christina See-Kei Wong (U!"##$$F%
CS&#"": Corporate Co''ni)ations *anage'ent Final +eport
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Table Table of Contents: Page | 1
Content
Page
Overview of the Case
&
Company Overview
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Specifics about the Case
Discussion of Relevant Relevant Theme – Crisis Communication Discussion of Relevant Relevant Theme – Media Relations Relations
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Implications
Conclusion
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Biblioraphyy Biblioraph
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1. Overview of the case
On Fe/rary $ &#$0 a 1dge re2ested Apple 3or a one-o33 re2est to help the Federal Brea o3 Investigation (FBI% nlo)4 an I5hone /elonging to Syed Faroo40 who was responsi/le 3or the deaths o3 people in the San Bernardino shooting that happened earlier in 6e )e'/er7 (Kharpal0 (Kharpal0 &#$%7 &#$%7 Apple8s rel)tan)e to help the FBI reslted in /oth parties ta4ing the )ase to )ort7 However0 it was dropped when the FBI 3ond a third-party ha)4er to nlo)4 the i5hone (Kharpal0 &#$%7
9hrogh this )ase stdy0 it )an /e seen that Apple 'anages )o''ni)ation with sta4eholders in a desira/le and s))ess3l 'anner whi)h )old eplain why the isse did not /e)a'e a )risis 3or Apple7 Apple7 9he report will analyse Apple;s )orporate )o''ni)ation 3ro' two angles: Crisis *anage'ent and *edia relations7 As Apple Apple did relatively well in these two aspe)ts0 /ased on this )ase stdy0 s)holars s)holars and )o''ni)ation pra)titioners )an draw i'pli)ations on how to /etter 'anage )o''ni)ation with sta4eholders dring a 'a1or event<)risis7
2. Company Overview
Apple In)7 is a 'ltinational te)hnology )orporation 4no wn 3or its ele)troni) devi)es spe)i3i)ally0 its i5hone0 i5od0 i5ad0 *a)Boo40 its )o'pter so3tware and as well as its online servi)es0 i9nes and App Store7 (Apple In)70 n7d7%
For'erly 4nown as Apple )o'pter0 the )o'pany was 3onded on st April =.$ /y Steve >o/s and Steve Wo?nia47 Wo?nia47 Crrently0 the )o'pany head2arter is in Cpertino0 Cali3ornia0 with 9i' Coo4 serving as the )rrent C@O o3 Apple7 (Apple In)70 n7d7%
2.1 Mission statement
9he 3ollowing shows Apple;s 'ission 'ission state'ent: Apple designs *a)s0 the /est personal )o'pters )o 'pters in the world0 along with OS 0 ii3e0 iWor4 iWor4 and pro3essional so3tware7 Apple leads the digital 'si) revoltion with its i5ods and i9nes online store7 Apple has reinvented the 'o/ile phone with its revoltionary i5hone and App Page | 3
store0 and is de3ining the 3tre o3 'o/ile 'edia and )o'pting devi)es with i5ad7D (+owland0 &#!%7 Words li4e EreinventE and Ede3ining the 3treE shows Apple8s Apple8s dedi)ation to +6 in 'a4ing /etter prod)ts and )o''it'ent in e)ellen)e and i'prove'ent 2.2 Corporate Reputation
Corporate reptation is de3ined as the sta4eholder;s assess'ent o3 a )o'pany /ased on what the )o'pany does do es over ti'e (Finan)ial 9i'es0 n7d7%7 Corporate reptation is /ased on a )olle)tive assess'ent o3 a )o'pany;s per3or'an)e in areas s)h as 3inan)e0 so)ial and environ'ent (Finan)ial 9i'es0 9i'es0 n7d7%7 Based on the )o'pany;s per3or'an)e in these aspe)ts0 a )o'pany )an /e asso)iated with a 3avora/le or n3avora/le )orporate reptation7
A))ording to +ep9ra40 a reptation 'easre'ent tool that 'easres the )orporate reptation di'ensions o3 the top well-4nown )o'panies glo/ally revealed that app le has a relatively high s)ore in innovation0 innova tion0 per3or'an)e0 and e'otional di'ension (sta4eholders8 spport 3or Apple% in )o'parison to top # 'ost repta/le )o'panies in the world (shown /elow% (+eptation Institte0 &#$%7
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2. !pple commitment to protection of consumer"s privacy
Apple respe)ts its ser;s priva)y and prote)t the data with strong en)ryption and gidelines that reglate how Apple handles all its ser;s data (Apple0 &#$%7Se)rity and priva)y drive the design o3 their prod)ts s)h as two-step veri3i)ation (Apple0 &#$%7 Apple /elieves in letting its sers 4now what personal in3or'ation is )olle)ted (Apple0 &#$%7 9he )o'pany also provide reasons /ehind why the in3or'ation is needed and also see4 ser;s per'ission to a))ess the in3or'ation7 Approa)h to priva)y prote)tion (Apple0 &#$%:
. #pecifics about the case
9he spe)i3i)s o3 the )ase are presented in a ti'eline as 3ollows: .1 Timeline
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.2 Previous Crisis of !pple $!ntennagate%
One o3 Apple;s previos )risis )risis 3a)ed was ,Antennagate; - sers p/lished viral videos v ideos showing that gripping the i5hone;s /la)4 strip strip while on the phone ph one wold red)e its phone )al re)eption /y or ! signal /ars0 a ')h larger drop than sal phones7 Initially0 Apple;s stan)e was to tell )ons'ers to si'ply )hange )hang e their holding position o3 the phone (Isaa)son0 W7 W7 0&#&0 April%0 April%0 drawing /a)4lash7 S/se2ently0 however0 Apple p/lished a
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press release (5+% on the & >ly &## addressing the sitational pro/le's0 pro/le's0 as well as a press )on3eren)e (5C% (*yGews6es40 &#!0 >ne % on the $ >ly &##7
On the aspe)t o3 )risis )o''ni)ations0 Apple adopted a )o'/ination o3 high responsi/ility strategies in order to )ontera)t its te)hnologi)al ,glit)h;7 With apologies to the 'e'/ers o3 the p/li) in the 3or' o3 5C0 interviews and 5+0 it 'anaged to garner a positive i'pression /y the p/li) and its )ons'ers7 Also0 Also0 Apple a))o''odated the )ons'ers0 where/y it adopted the re)ti3i)ation te)hni2e0 /y awarding in)entives and prod)ts to 'a4e p 3or its 'ista4es0 in the hope o3 'itigating the e33e)ts e33e)ts o3 its 'ista4es7 As s)h0 in the event o3 a si'ilar 3tre )risis0 this wold generate the /33er e33e)t0 where/y people wold /e 'ore 3orgiving towards Apple Apple de to its s))ess3l handling o3 )ases in the past0 and this wold ena/le Apple to over)o'e the )risis 'ore e33i)iently7 In addition0 this wold 3rther strengthen Apple;s reptation to its sta4eholders7
9he 3irst )sto'i?ed press release showed Apple;s sho)4 and srprise0 and eplained the soltion a3ter investigation - the introd)tion o3 a so3tware pdate that wold 3i the so3tware glit)h )asing the apparent re)eption pro/le'(A70 &#&0 >ly &%7 9his addressed the ,newsworthy; angle o3 ,)onse2en)e;0 whi)h 3o)ses on how a33e)ted organi?ations respond to new annon)e'ents
9he 5C & wee4s later also re3le)ted Apple;s 3ollow-p 3ollow-p and vale o3 the isse enogh to hold a press p ress )on3eren)e to )o''ni)ate i'portant news7 ed /y Steve S teve >o/s0 a re)ognised responsi/le leader who 3o)ses on prod)ing prod)ts o3 a/ility and 2ality(Isaa)son0 Harvard Bsiness +eview0 +eview0 &#&%0 also helped asso)iate Apple Apple with s)h 2alities0 esta/lishing Apple;s resolve in i'proving the i5hone 7 9he ris4ier intera)tive 3eatre o3 press )on3eren)e also de'onstrated Apple;s )on3iden)e in ta)4ling the pro/le' and willingness to address i'pro'pt 2estions /y 1ornalists7 Frther'ore0 s)h intera)tion wold in)rease news )overage as reporters want to get the 'ost ,newsworthy; in3or'ation i''ediately7 9his 9his then helps the 3irst level o3 ,3ra'ing; /y in)reasing salien)e o3 the 'atter and ths Apple;s )orporate identity - )on3ident and 2ality-assred in )ons'er;s 'inds7 Page | 7
However0 when Steve >o/s 3irst released the state'ent to ,not hold the i5hone that way;0 )iti?en 1ornalists and online )o''nities who insert their own opinions into arti)les too4 on a negative view to the isse0 )asing viral widespread o3 the )ontroversy7 Based on the So)ial I'pa)t 9heory0 opinions are in3len)ed /y the strength o3 so)ial pressre0 i''edia)y o3 i'pa)t0 and n'/er o3 people Bi//0 7 (=%7 9hs0 Apple 3ailed to )onsider the sensitivity o3 online 'edia relations with its initial stan)e0 re3le)ting how inappropriate 'edia relations )an )ase detri'ent instead7 Overall0 Apple has proved with past )risis that 'edia relations is a 4ey tool in its drive to esta/lish its )orporate i'age as a )sto'er-oriented )o'pany0 its s))ess dependent on the type o3 in3or'ation they 3eed to the 'edia7 &. 'iscussion of Relevant Theme
&.1 Crisis Communication
Crisis )o''ni)ation re3ers to e33orts nderta4en /y a )o'pany to )o''ni)ate with sta4eholders d ring a )risis7 A )risis is an isse or event eve nt that pose a signi3i)ant threat to /siness / siness operations or )old negatively n egatively a33e)t the reptation o3 an organisation i3 not handled properly (Barton0 &###%7 ood )risis 'anage'ent )old 'itigate the i'pa)t o3 the )risis0 there/y allowing )o'panies to prote)t0 li'it the da'age to its reptation and regain )ontrol over the sitation7
9he )risis that Apple 3a)ed was )entered arond (% pholding ser priva)y and (&% its relationship with the A'eri)an govern'ent7 User priva)y will /e )o'pro'ised i3 Apple )ooperates with the FBI in )reating a /a)4door to the i5hone0 whi)h )old potentially trigger a /a)4lash 3ro' its )ons'ers worldwide0 with # 'illions o3 the' in the United States alone (S'ith0 (S 'ith0 &#$%7 On the other hand0 Apple;s de)ision to re1e)t FBI;s re2est )old lead to deteriorating relations with the overn'ent an d lead Apple to /e la/elled as an ene'y o3 Gational Se)rity (Jadron0 (Jadron0 A)4er'an0 9hiel'an0 &#$%7 As As s)h0 Apple;s Apple;s de)ision )an lead to serios ra'i3i)ations on its reptation and prod)t sales7 With re3eren)e to the ti'eline in the previos se)tion0 Apple
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'anaged to shaped the )risis as a Fa 5as and s/se2ently0 ass'ed low responsi/ility 3or the )risis7 How Apple 'anaged to a)hieved so will /e dis)ssed in the 3ollowing se)tions7
In Apple;s Apple;s )risis 'anage'ent0 it 'anaged to e33e)tively regain )ontrol over the sitation /y garnering p/li) spport and 'ore i'portantly0 /ild a solid legal stan)e against the FBI over its de)ision to not nlo)4 the i5hone7 Apple 3o)sed on the stattory gap o3 the All Writs A)t0 A)t0 whi)h was invo4ed /y FBI to re2est Apple;s Apple;s assistan)e0 arging that the A)t does not grant the 1di)ial /ran)h ar/itrary athority in eer)ising de)isions (etter Barrett0 &#$%7 Apple;s )apa/ility in 3ra'ing the isse )hanges its disadvantageos position o3 ha'pering national se)rity to an advantageos position o3 pholding li/erty o3 A'eri)an )iti?ens in the digital age7 &.2 Perceive( #uccessful Crisis Communication #trategies )mploye( an( #uggestion &.2.1 #ensitive *irst Crisis Response
First )risis response )onsists o3 )are response and p/li) sa3ety response7 Care response involves assisting people to deal with the )risis psy)hologi)ally7 In ter's o3 )are response0 Apple had to display sensitivity towards those who were a33e)ted /y the San Bernardino;s shooting /y /eing )are3l not to let the p/li) la/el it as an nsy'patheti) )o'pany7 9he 9he release o3 the open letter and its spportive stan)e towards the FBI highlighted its e'pathy towards in)ident (ross'an0 &#$%7
&.2.2 Calibrate( #econ( Crisis Response through #trategic +tili,ation of #CCT
As part o3 its se)ond )risis response0 Apple had to 3irst deter'ine its per)eived organi?ation;s responsi/ility to /ild an appropriate )risis )o''ni)ation agenda7 9he Sitational Crisis Co''ni)ation 9heory (SCC9% states that )risis response has to 'at)h the )risis sitation7 9here3ore0 how an organisation respond to a )risis depends on 3a)tors s)h as the level o3 )risis responsi/ility attri/ted /y the p/li) to the organisation and the reptational threat that is posed /y the )risis (Coo'/s0 &##.%7 Page | 9
Applying the SCC90 'ini'al responsi/ility was attri/ted to apple7 this was /e)ase this was the worst terrorist atta)4s sin)e =<0 spar4ing intense p/li) e'otions who wold pinpoint the responsi/ility to ISIS and the & perpetrators instead rather than Apple7 Frther'ore0 Aple; s /old de)ision to )hallenge the FBI was that it epe)ted strong p/li) spport0 s)h as )alling 3or p/li) opinion to play a role in the de)ision o3 )reating the , /a)4door ; (+sson0 (+sson0 &#$%7 &.2. !(option of -ow Crisis Communication Plans
Additionally0 sitational sitational 3a)tors s)h as p/li);s per)eption0 validity o3 legal standpoint and strong )orporate reptation helped Apple de)ide on the level o3 )risis responsi/ility it had to ass'e as presented in the 3ollowing 'atri:
While the FBI as an eternal party was well-'eaning /t potentially in3ringing on the priva)y o3 )on s'ers0 Apple was a/le to shape the legal /attle e33e)tively as a Fa pas- an nintentional a)tion trans3or'ed into )risis /y an eternal a)tor7 As s)h0 Apple was a/le to eer)ise the low responsi/ility responsi/ility strategy o3 ,vi)ti'i?ation;0 where it tried to positioned itsel3 as a responsi/le )o'pany whi)h hold )ons'ers; wel3are in high regards that 3onded itsel3 involntarily in a di33i)lt sitation7 @viden)e o3 Apple;s strategy strategy o3 ,vi)ti'i?ation; )an /e 3ond Page | 10
in its open letter (Apple0 &#$% to its )sto'ers7 9hrogh the letter0 9i' Coo4 tried to rationali?e Apple;s stan)e and portrayed Apple as a responsi/le )o'pany7 9his is an e33e)tive avene to gain spport 3ro' the A'eri)an p/li)7 *oreover0 it even in)lded a FAL FAL (Apple0 &#$% se)tion to answer )ons'ers; )ons'ers; 2eries0 highlighting its sin)erity and 3ir' stan)e7 Apple was also a/le to garner spport 3ro' other nota/le te)hnology )o'panies li4e oogle (Willia's0 (Willia's0 &#$%7 With 'a1ority o3 A'eri)an )iti?ens0 )ons'ers0 and )o rporations on its side0 /olstered /y its strong reptation0 Apple was a/le to design an e33e)tive )risis )risis )o''ni)ation plan that allowed it to ta4e low responsi/ility while still /eing an a))onta/le )o rporation in the eyes o3 )ons'ers7
&. #uggestion to mprove !pple"s Crisis Communication
Apple )old have e'ployed varios 'ethods in order to 3rther 'ini'ise the potential da'age to its reptation throgh e'ploying varios )o''ni)ation 'ethods in order to advo)ate its stan)e0 and pdate people 'ore 3re2ently on the isse7 With so)ial 'edia and te)hnology o))pying an i'portant role in the glo/al networ4 today0 Apple )old have tili?ed these avenes in order to rea)h ot to the p/li) on a 'ore 3re2ent /asis0 /a sis0 in order to 'aintain a highly transparent stan)e whi)h wold have led to sta4eholders having greater trst in it7 Frther'ore0 Apple )old have also tapped on their previos positive eperien)es with si'ilar events that re2ired the' to 3orgo their priva)y and data prote)tion /ond with )ons'ers0 in order to portray the' in a 'ore positive light7 A good tra)4 re)ord and p ositive testi'onials 3ro' previos en)onters0 this wold /e li4ely to generate the ,/33er e33e)t; 3or Apple0 in whi)h their strong and )on)ise handling o3 previos )ases wold 'a4e it easier 3or people to ,3orgive; and nderstand the'0 and this wold repair the sta4eholder)o'pany relationship 'ore easily and 2i)4ly7
/. Me(ia Relation
*edia relations re3ers to a )o'pany;s 'anage'ent o3 )o''ni)ation and relationships with the 'edia0 who )ontri/te to and )ontrol 'essages that appear in print0 /road)ast and online news 'edia to sta4eholders7 9hese sta4eholders )onsist o3 eternal sta4eholders - )sto'ers and internal sta4eholders - e'ployees and investors7 It Page | 11
is i'portant 3or )o'panies to have good 'edia relations as it )an lead to positive ot)o'es s)h as positive news )overage and greater awareness7 9hrogh ana lysis0 we ded)ed that Apple has good 'edia relations /e)ase the 'edia were )overing Apple 3re2ently and 'ost arti)les arti)les 3ra'ed Apple Apple in a positive light7
/.1 *irst -evel of !gen(a #etting
In this )ase0 Apple has a)hieved high salien)e and attention in )ons'ers; 'inds via the first level of agen(a setting 7 9he 3irst level o3 agenda setting states that the 'edia )an in3len)e what people thin4 a/ot7 Based on
this theory0 the the greater the a'ont o3 news )overage on the 3ir'0 the greater g reater the p/li) awareness o3 it7 In this )ase0 Apple was 3re2ently )overed over a period o3 eight 'onths / y 3or o3 the largest news agen)ies in the world - United 5ress International0 Asso)iated 5ress0 +eters and Agen)e Fran)e 5resse (9he Internationalist0 =% in 3ront page news0 the isse has )ast Apple nder the spotlight in ter's o3 data prote)tion and priva)y7 Besides )overage 3ro' the 3or news agen)ies0 other agen)ies )overed the isse as well7
9he 3ollowing are ea'ples o3 news headlines whi)h was ran dring the period when the isse 3irst sr3a)ed7 9he headlines led to an in)rease in p/li) awareness o3 the isse that Apple was involved in7
M Apple Apple lawyer0 lawyer0 FBI dire)tor dire)tor 3a)e o33 in Congress Congress on i5hone i5hone en)ryptionD en)ryptionD (Harte (Harte @dwards @dwards00 &#$% M Cra)4ed Cra)4ed Apple Apple i5hone i5hone By F7B7I7 F7B7I7 5ts 5ts Spotlight Spotlight On Apple Apple Se)rityD Se)rityD (Na (Nanian0 &#$% &#$% M 9he /attle /attle o3 FBI FBI with with Apple Apple pts pts priva)y priva)y in the the li'elight li'elightDD (G4si0 (G4si0 &#$% &#
%$/.2 #econ( -evel of !gen(a #etting 0 *raming
Fra'ing involves /randing a topi) pla)ing a 'essage within a 3ield o3 'eaning so as to pro'ote a spe)i3i) interpretation to shape the in3eren)es individals 'a4e a/ot the 'essage (Hallahan0 ===%7 Fra'ing has positioned Apple Apple as a )o'pany that prioritises and prote)ts the well/eing o3 their )ons'ers 3irst 3irst despite govern'ental pressres and is led /y a sta/le and 3ir' leader0 9i' Coo47 Altogether0 Altogether0 this )ontri/tes to a 3avora/le )orporate i'age as well7
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9o add0 it was o/served that 'ost news agen)ies portrayed Apple positively in their news reports7 Based on analysis0 we in3er that Apple has relatively good 'edia relations as news agen)ies 3ra'ed Apple as a vi)ti' and the general p/li) were spportive o3 its a)tions7 9his )an /e seen 3ro' the way the arti)le was written and 3ro' the headline p/lished7 9he 3ollowing are ea'ples o3 headlines that spports or in3eren)e7 M 6O> again again trying to 3or)e 3or)e Apple8s Apple8s help to /rea4 terror terror sspe)t8s sspe)t8s i5hone0 i5hone0 says says FBI doesn8t doesn8t want 8/a)4door8D 8/a)4door8D (Ware0 &#$% M FBI ha)4s ha)4s into terror terrorist; ist;ss i5hone i5hone withot withot AppleD AppleD (>ohnso (>ohnson0 n0 Swart?0 Swart?0 Cava0 &#$% &#$% M Solid Solid spport spport 3or 3or Apple Apple in in i5hone i5hone en)ryption en)ryption 3ightD 3ightD (Fin4le0 (Fin4le0 &#$% &#
%$As seen0 words s)h as trying to 3or)eD0 ha)4sD0 solid spportD were sed in the arti)le headlines7 9hese words shape perspe)tives and pro'ote a spe)i3i) interpretation 3or Apple7 9he 3irst and se)ond headline 3ra'ed Apple as a vi)ti' whereas the third headline 3ra'ed the a)tion nderta4en /y Apple as /eing spported / y 'any7
/. Perceive( #uccessful Me(ia Relations #trategies )mploye( by !pple /..1 Open -etter
Apple;s 9i' 9i' Coo4 released an open letter - ,A *essage to Or Csto'ers; on the Apple We/site whi)h e'phasi?ed on the need 3or en)ryption0 gave a /a)4grond o3 9he San Bernardino Case and addressed that FBI;s intention is threatening data se)rity7 9he we/site also p/lished so'e 3re2ently as4ed 2estions to address )ons'ers; )on)erns7 Fro' what we analysed0 even thogh Apple positioned the letter to its )sto'ers0 in 3a)t it also served as a press release 3or 1ornalists worldwide7 It )learly showed Apple;s stand stand o3 prote)ting data se)rity0 even to the etent e tent o3 )hallenging the FBI;s de'ands7 9he )ore vale o3 respe)ting de'o)ra)y and li/erty that Apple has was /eing pi)4ed p /y newspaper 1ornalists and /road)ast 1ornalists and was 3ra'ed positively7 9his 'edia relation approa)h that Apple too4 was seen to /e e33e)tive as a)tivist s)h as 9he @le)troni) Frontier Fondation (@FF% learnt a/ot this throgh 'edia and they rallied to spport Apple;s stand7 Page | 13
/..2 nterviews with Main stream Channels Tim Coo"s 20minute interview with 'avi( Muir 3ro' ABC news )overed varios 2estions
involving the reasons 3or not a))eding to the FBI;s re2est (Fran)is7 @0 &#$% is another good 'edia relation approa)h7
9he interview showed 9i' Coo4;s )o'posre and a/ility to respond 2i)4ly and e33e)tively to the reporter;s 2estions0 despite pressres 3ro' /eing shown live on national television7 It also portrayed his sensitivity in the 'atter /y answering the 2estions with detailed answers7 9he interview 'ar4ed a rare television interview appearan)e /y 9i' Coo40 his last 'ost nota/le appearan)e /e ing the GBC widerange interview in &#& (GBCG0 &#&%0 re3le)ting the severity o3 the 'atter s)h that Apple re2ires its leader to step ot and handle h andle the isse de)isively7 9a4ing 9a4ing pla)e in 9i' Coo4;s o33i)e with 9i' Coo4 in a sit0 the interview also )onveys to the adien)e Apple;s pro3essionalis' pro3essionalis' and i'pli)itly asso)iates the )o'pany and its leader - 9i' Coo40 with responsi/ility and well-organisation7
!nother interview on this case was (one by #teve 3o,nia 0 a )o3onder o3 Apple0 with Conan
O;Brien on 9BS ConanD show7 Wo?nia4 Wo?nia4 sided Apple0 he started /y saying that he advo)ates advo)a tes h'an rights and showed e'pathy to sers who woldn;t want their personal in3or'ation to /e ha)4ed7 9he session ended with Conan O;Brien0 the tal4 show host stating that he is )onvin)ed /y / y Wo?nia4 Wo?nia4 and he is with hi'0 spporting Apple;s stand stand in this )ase7 ) ase7 9a4ing 9a4ing into a))ont that Conan has an adien)e o3 &==0### viewers in the de'ographi) o3 persons to = (Based on the &#! data%0 it was a s'art 'edia relation 'ove o3 Apple /y having an i'portant sta4eholder to )lari3y the isse on television and to get 'edia personality to show spport 3or the )orporation7
/.. Press conference Page | 14
9he press )on3eren)e held in *ar)h 'eant to introd)e the latest prod)t pda tes in Apple allowed Apple to se the opportnity 3or intera)tion with the 'edia to li'it negative 'edia )overage (Nanity (Nanity Fair0 &#$%7 Althogh Althogh tailored /e3orehand0 the 'essage addressed the ongoing )on3li)t with the FBI 3irst0 re3le)ting the i'portan)e pla)ed on this isse /y Apple and its )on)ern 3or its )ons'ers7 It started /y eplaining the i'portan)e o3 the i5hone to Apple;s Apple;s 'ore than /illion )ons'ers 3irst0 to allow the adien)e to nderstand how etensive e tensive this isse a33e)ted its )ons'ers7 S/se2ently0 the the 'essage was )onveyed sing i'peratives li4e ,we will not shrin4 3ro' or responsi/ility;0 whi)h portrays portrays their 3ir' stand and athority against the isse7 9he !-'inte 'essage in the -hor long interview was short and e33e)tive de to its langage and tone0 ths 3rther positioning Apple;s Apple;s aggressive stan)e to prote)ting its )ons'ers7
4. mplications
Based on Apple;s )ase analysis0 the 3ollowing are so'e lessons s)holars and )o''ni)ation pra)titioners )an learn and apply in the event o3 a )risis or isse7
4.1 *irm stance
9hroghot the )risis0 Apple too4 a 3ir' and nwavering stan)e on prote)ting the digital priva)y rights o3 its )ons'ers7 9his is despite oppositional rea)tions 3ro' 'any 4ey govern'ent personnel0 s)h as 5resident O/a'a (@l'er-6eWitt0 (@l'er-6eWitt0 &#$%7 9his 3ir' and )onsistent stan)e was )riti)al in helping Apple to draw spport its own sta4eholders and even 3ro' other /ig / ig te)hnology )o'panies s)h as oogle and 9witter 9witter (CG@90 &#$%0 whi)h lent their heavy heav y weight to rein3or)e Apple;s stan)e7
4.2 Transparent an( concise e5planation
In )ontrast to negotiating with the FBI in the /a)4grond0 Apple release o3 the open letter (Apple0 &#$% and FAL FAL se)tion a/ot its de)ision on its we/site spea4s vo l'e a/ot its willingness to 'aintain transparen)y 3or Page | 15
the whole world to witness7 9his transparen)y helped to /ild p a good p/li) per)eption o3 Apple as a relia/le and trsta/le )o'pany and not no t ,one that is at 3alt;7 Frther'ore0 the eplanation o33ered in the letter and FAL FAL was )on)ise and 2i)4 to the point0 showing its sin)erity in rea)hing ot to )on s'ers and other sta4eholders that 'ay /e )on)erned7
4. *ocuse( on the big picture
Apple also 4ept its sights 3ar and 3o)sed on the long-ter' strategi) i'pli)ations o3 its de)ision to not )reate a /a)4door7 It arged arged on the prin)iple that i3 it allowed an e)eption this ti'e arond0 it 'ay )reate a dangeros pre)edent 3or the US govern'ent to e'/ar4 on si'ilar pro1e)ts against other te)hnology )o'panies in the 3tre and grant n3ettered power to the govern'ent over te)hnology )o'panies7 Ulti'ately0 Ulti'ately0 it )old har' )ons'ers; priva)y and sa3ety whi)h was what Apple;s )ons'ers were loo4ing 3or in the i5hone itsel3 P the assran)e that their data wold /e 4ept 4 ept se)red throgh the strong relia/ility o3 the i5hone operating syste'7 Hen)e0 Apple;s Apple;s stan)e allowed it to a))ont 3or the long-ter' /y 4 eeping its pro'ise o3 a se)re iOS 3or its )ons'ers7
4.& #oli(arity of employees through goo( internal communication
A'idst the legal /attle0 9i' Coo4 released a spe)ial internal 'e'o to all Apple e'ployees (@pstein0 &#$% to rea33ir' Apple;s Apple;s stan)e in the )risis7 9hrogh this 'e'o0 it allowed the )o'pany;s )o 'pany;s e'ployees to nderstand the rationale /ehind Apple;s stan)e stan)e thoroghly7 Convin)ing its e'ployees throgh )lear reasons is de3initely a 'ore e33e)tive way to a))re e'ployees; spport as )o'pared to 1st issing a dire)tive as4ing 3or everyone;s ever yone;s )ooperation in the isse7 9here3ore0 9i' Coo4 was a/le to /ild solidarity within the )o'pany / y o33ering transparent reasons7
4./ #trategies in 6an(ling Me(ia nterviews
Page | 16
Being interviewed on national 9N networ4 a/ot a high-sta4e isse s)h as the FBI )ase )an /e danting7 9here3ore0 Apple;s Apple;s )o''ni)ation pra)titioners e'ployed a 3ew strategies to prepare 9i' Coo40 the C@O in handling this parti)lar interview7 9he setting o3 the &= 'intes interview was at Coo4;s personal o33i)e0 the heart o3 Apple;s head2arter7 head2arter7 It was a good p/li) relation strategy to win the hearts o3 'illions /y getting p)lose and personal with the C@O7 C@O7 Coo4 was trained to give 3or)e3l responses on his 3ir' stand to ta)4le varios polari?ed interview 2estions7 (Fieger'an0 &#$% 9i' Coo4 was a/le to provide detailed answers to assre the p/li) a/ot a/o t Apple;s Apple;s stand on the isse7
4.4 7eep Communications #imple
9he si'pler a pie)e o3 )o''ni)ation is written0 the 'ore nderstanda/le it is and the 'ore people pe ople (in)lding 'edia personnel% will /e willingly to read it7 Apple;s press releases are written in si'ple nderstanda/le ter's that everyone with a /asi) 3ondation o3 @nglish )old nderstand (Craig0 (Craig0 &#$%7 9he press releases are also )on)isely written with )lear eplanation7 9he press releases issed 3or this )ase were no di33erent 3ro' the sal7 5+ pra)titioners shold learn 3ro' Apple and 4eep it si'ple7 9o )he)4 i3 it is easily nderstood /y / y others0 5+ pra)titioners shold rn press releases throgh throgh reada/ility tests
4.8 Mae Reporting )asier
By o/servation0 reporters are sing in3or'ation provided /y Apple /e)ase 'ost arti)les p/lished /y the 'edia dring the period were ta4en 3ro' Apple;s we/site7 Apple Apple 3a)ilitates the 'edia8s 1o/ 1o / /y hosting a dedi)ated 'edia se)tion on its we/site0 a 'edia en2iries en2 iries hotline and providing 'edia )onta)ts o3 ea)h arti)le released to 3el their en2iries7 9his in)reases the li4elihood o3 reporters )overing Apple;s news stories 'ore a))rately and ths )old /e the reason why wh y the 'edia were reporting 3a)ts a/ot Apple rea)tion a))rately and )onsistently )onsistently77
8. Conclusion Page | 17
9his )ase stdy on Apple has shed light on good pra)ti)es that )orporations in si'ilar )ir)'stan)es )an e'late and learn 3ro'0 in)lding )lear )o''ni)ation with the 'edia to 3a)ilitate 'ore a))rate reporting0 'aintaining a 3ir' stan)e throghot0 and /eing transparent a/ove all7 5erhaps the 'ost i'portant ta4e-away is that throghot the )risis0 Apple had always 4eep it eyes on the long-ter' strategi) i'pli)ations and avoid short-sighted 'easres7 Finally0 we hope this will serve as a gide 3or 3tre 5+ pra)titioners in si'ilar )ir)'stan)es7 9ibliography
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Coo'/s0 W7 97 (&##.%7 5rote)ting organi?ation reptations dring a )risis: 9he develop'ent and appli)ation o3 sitational )risis )o''ni)ation theory7Corporate theory7Corporate reputation review0 review0 *+ *+("%0 ("%0 $"-.$7 CG@97 (&#$0 Fe/rary &$%7 Coo, to !pple shareholders- .ihtin the feds /doesn/t scare us/ 7 +etrieved Agst "0 &#$0 3ro' CG@9: http:<ly &.%7 0hat I $earned .rom *+ 1ears 1ears of Doin #R for !pple7 !pple7 +etrieved 3ro' Harvard Bsiness +eview: https:<o/sNideo7 @verySteve>o/sNideo7 (� Septe'/er &&% Steve 5obs at the !ntennaate #ress Conference +etrieved O)to/er &!0 &#$0 3ro' http:<St6!&?d@ http:<St6!&?d@ Finan)ial 9i'es7 (n7d7%7 Definition (n7d7%7 Definition of corporate reputation reputation77 +etrieved 3ro' Finan)ial 9i'es: 9i'es: http:<7 (&#$0 Fe/rary &%7 Solid support for !pple in i#hone encryption fiht- poll 7 +etrieved 3ro' +eters: http:<<'o/ile7reters7)o'
so3twareornal o3 5/li) +elations +esear)h7 +etrieved 3ro' http:<70 @dwards0 >7 (&#$0 *ar)h &%7 & %7 !pple !pple lawyer9 lawyer9 .BI director director face off in Conress Conress on i#hone encryption& +etrieved encryption& +etrieved 3ro' +eters: http:<<'o/ile7reters7)o'ly%7 The Real $eadership $essons of Steve 5obs& +etrieved 5obs& +etrieved O)to/er &!0 &#$0 3ro' https:<ohnson0 K70 Swart?0 >70 Cava0 *7 d7 (&#$0 *ar)h &=%7 .BI &=%7 .BI hac,s into terrorist' terrorist'ss i#hone i#hone without !pple& +etrieved 3ro' USA 9oday: http:<ne %7 ! %7 ! lesson in crisis commscomms- !pples !ntennaate& +etrieved 3ro' http:<ordan (&#$0 Fe/rary =%7 !pple =%7 !pple vs& .BI- ! timeline timeline of the i#hone encryption case& +etrieved && Septe'/er0 &#$ 3ro' http:<
Institte: https:<7 (&#$0 *ar)h &%7 Crac,ed !pple i#hone By .&B&I& .&B&I& #uts Spotliht On !pple Security& +etrieved Security& +etrieved 3ro' Fortne: http:<<3ortne7)o'<&#$<#"<& ?:$O!DS O: .&B&I& !T !##$7 7<7:T@07 0I$$ :OT S2RI:> .ROM T2ISA& +etrieved Septe'/er 0 &#$0 3ro' http:<-again-trying-to-3or pQGews-again-trying-to-3or)e-Apples-help)e-Apples-helpto-/rea4-terror-sspe)ts-i5hone-says-FBI-doesnt-want-/a)4-door<=!!==< Willia's0 Wi llia's0 +7 (&#$0 Fe/rary &&%7 Tim Coo, ures .BI reform to respect privacy in letter to staff 7 +etrieved Septe'/er "0 &#$0 3ro' 9he 9elegraph: 9elegraph: Apple C@O 9i' Coo4 Says 8Go8 9o 6onald 9r'p Bt 8Jes8 9o 5al +yan Jadron0 Ja dron0 670 A)4er'an0 S70 9hiel'an0 S7 (&#$0 Fe/rary Fe /rary %7 Inside %7 Inside the .BI/s encryption battle with !pple7 !pple7 +etrieved Septe'/er "0 &#$0 3ro' 9he ardian: https:<
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