Rumores y hermetismo, esta siempre ha sido la constante en Apple pero según explica un ex-directivo de la empresa, todo estaría siempre bien controlado.
Apple es de las pocas empresas que ha conseguido mantener el más estricto secreto en el lanzamiento de nuevos productos.
Por lo general cuando la empresa anuncia algún evento se disparan los rumores y la política de la empresa siempre es la misma a la hora de confirmarlos o negarlos, “no comment”. Una estrategia de comunicación que siempre ha dado excelentes resultados y que según denuncia un ex-directivo está perfectamente calculado y dirigido desde la propia empresa con la inestimable colaboración de los medios tradicionales.
John Martellaro, ex directivo senior de marketing de Apple, explica en un artículo publicado en Mac Observer que la información publicada en el WSJ sobre el nuevo tablet fue filtrado interesadamente por la propia compañía.
Martellaro, escribe que la “filtración controlada” es una constante de la empresa con los grandes medios. Estas filtraciones se realizan siempre a través de llamadas telefónicas o contactos personales y nunca por escrito, a fin de poder siempre negarlos o no confirmarlos después de ser publicados.
Martellaro concluye que cuando trabajó en la empresa recibió instrucciones de este tipo en el lanzamiento de nuevos productos o servicios con la clara intención de manipular la información que publicaban los medios sobre la empresa
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