Time for Apple to start talking

Michael Bush of Advertising Age writes that Apple needs to start talking more to the business media now that questions are coming up about the health of its CEO and its succession planning.

Bush writes, “The irony, of course, is that in the age of transparency, new media and blogs, the notoriously tight-lipped Apple is one of the few companies that manage to get away with a we-don’t-have-to-respond approach to media relations. But in light of the recent questions surrounding Mr. Jobs’ health, some argue it’s time to start telling its life-after-Jobs story.

“‘The difficulty they have is the very real possibility that in Steve Jobs, Apple has created a person that cannot be replaced,’ said Rob Enderle, principal analyst, Enderle Group. ‘It’s one thing to have a PR campaign that talks about life after Jobs, but would a PR campaign convince you that there would be life on earth if the sun went out?’

“But if you’re thinking that the company will open up to address Mr. Jobs’ health and maybe its succession plan, don’t hold your breath.”

Read more here.