Tech reporters and the retiring head of Apple PR

Sam Biddle of Valleywag writes about the relationship that tech reporters covering Apple had with its retiring head of public relations, Katie Cotton.

Biddle writes, “What no one will admit is that we were all afraid of her.

“Recode described Cotton, one of Apple founder Steve Jobs’ closest confidantes, as an ‘impresario’ who ‘helped shape Apple’s story.’ The Verge noted Cotton had ‘played a big role in shaping the tone of product launches and Apple’s persona, from its struggles in the 90s through its huge hits through the 2000s.’ To the Wall Street Journalshe was a ‘powerful gatekeeper.’ TechCrunch called her product launches ‘epic.’ CNNMoney quoted A-list Apple flack John Gruber’s fond memories of Cotton.

“But the real tribute to Cotton isn’t merely that tech writers are praising her. It’s that they’re praising her despite despising her. Even at the end of Cotton’s reign, journalists are still in such a state of terror and awe they don’t dare speak openly about her reign of silence and smokescreen.

“CNNMoney’s Gruber-quoting article was actually the site’s second goodbye post to dear Katie — the first, by Philip Elmer-DeWitt, was pulled down quickly after appearing last night, and included a rare moment of frankness.”

Read more here.