How Apple controls the biz media

John Martellaro, a former Apple senior marketing manager, writes on the Mac Observer site about how the company uses the business media for its own gains.

Martellaro writes, “The way it works is that a senior exec will come in and say, ‘We need to release this specific information. John, do you have a trusted friend at a major outlet? If so, call him/her and have a conversation. Idly mention this information and suggest that if it were published, that would be nice. No e-mails!’

“The communication is always done in person or on the phone. Never via e-mail. That’s so that if there’s ever any dispute about what transpired, there’s no paper trail to contradict either party’s version of the story. Both sides can maintain plausible deniability and simply claim a misunderstanding. That protects Apple and the publication.

“In the case of yesterday’s story, Walt Mossberg was bypassed so that Mr. Mossberg would remain above the fray, above reproach. Also, two journalists at the WSJ were involved. That way, each one could point the finger at the other and claim, ‘I thought he told me to run with this story! Sorry.’

“Finally, the story was posted online late Monday, eastern time, so no one could ever suggest there was any attempt to manipulate the stock market.”

Read more here.