Apple CEO's words get key coverage

SAN FRANCISCO: Apple co-founder and CEO Steve Jobs performed his trademark PR magic last week as he unveiled a suite of new models and software programs during the MacWorld keynote address.

SAN FRANCISCO: Apple co-founder and CEO Steve Jobs performed his trademark PR magic last week as he unveiled a suite of new models and software programs during the MacWorld keynote address.

SAN FRANCISCO: Apple co-founder and CEO Steve Jobs performed his trademark PR magic last week as he unveiled a suite of new models and software programs during the MacWorld keynote address.

Amid slumping sales, missed earnings and a downgraded stock price, Jobs' speech scored the anchor feature of the San Francisco Chronicle business section - along with dozens of other articles about online and print business publications - by claiming the company stood at the center of an 'emerging digital lifestyle.'

While introducing a line of new products, he predicted that PCs, rather than moving toward extinction, are taking on a new role as digital entertainment devices.

Not everyone was sold on Jobs' vision, however. Some claimed that Jobs' tightly controlled media access is the real key to the coverage he receives when he speaks.

However, most industry insiders agreed that Jobs is at the core of Apple's corporate brand and image. 'There are some CEOs who have PR in their DNA, and Steve's one of them. He always looks like he's having a blast up there, describing a computer as 'sexy' of all things,' said GCI Group's corporate reputation and crisis specialist Larry Kamer.





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