Hit or Miss? Apple CEO Steve Jobs announces sick leave

Ailing Apple? Apple's sudden announcement that CEO Steve Jobs was to take medical leave led to numerous column inches this week.

Jobs, who suffers from bowel cancer, sent an email to staff explaining that COO Tim Cook would run the company in his absence. As the company's shares in Frankfurt dropped 7.5 per cent, the media pounced on the news. 'Apple faces turmoil as Jobs takes sick leave,' ran The Times' front page headline.

HOW I SEE IT

Emma Hazan, MD, Skywrite PR

By separating this necessary update from the hard numbers in Apple's financial results, which were due the day after the announcement, Apple has detached the issue of Steve Jobs' health from the ongoing performance of the company.

With no trading in the US because of the public holiday on Monday, Apple has given the majority of shareholders the opportunity to reflect on the news in the context of the actual financial performance of the company.

By being open, rather than seeking to camouflage the news, Apple has also shown confidence in its broader executive team, while emphasising that Jobs will 'be involved in major strategic decisions'. Certain things in life, like the health of a CEO, are not in a communicator's full control, but given the circumstances Apple has taken the right steps.

HIT

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.