Report: Apple's Media Crisis Communication and Planned Obsolescence

This report provides a comprehensive analysis of Apple's media crisis communication strategy in response to the controversy surrounding the planned obsolescence of older iPhone models. It begins by outlining the media crisis strategy adopted by Apple, including blocking outbound messages, acknowledging the issue, creating FAQs, responding on social media, using visual signals, and building ways for releasing pressure. The report identifies the target audiences (consumers, media, and competitors) and the online (social media) and offline (television) media channels used. It then examines the selection of Connor Szymanski as the spokesperson and defends this choice. The report details the key messages to be conveyed in order of importance, a sample press release, and possible steps the company could take to address the issue. Furthermore, it discusses the involvement of employees in the crisis scenario and the importance of a crisis response strategy and team. The report aims to provide insights into effective crisis communication and management in the context of a major technology company facing public scrutiny.

Running head: MEDIA CRISIS COMMUNICATION
Media Crisis Communication
Name of the Student:
Name of the University:
Author Note:

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Executive Summary:
The aim of the report lies in providing an overview of media crisis communication in relation to
planned obsolescence of Apple that questioned the company’s integrity. The report begins with
the description of the media crisis strategy along with identification of the audience. There are
also discussions about the offline and the online media channels that aided the crisis in the
communication campaign. The report helps in the identification of the spokesperson for the crisis
related to planned obsolescence and puts forward the reason for defending of the choice.
Threport even puts across the messages to be conveyed with evolution of crisis situation. There
is also a press release describing the possible actions that company undertakes in addressing the
issue. There is also a mention of how the employees should be involved in the crisis situation and
the importance of crisis response strategy and team.

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Table of Contents
Introduction:....................................................................................................................................3
1. Outlining the Media Crisis Strategy............................................................................................4
2. Identification of the Audience.....................................................................................................5
3. Identification of Online and Offline Media Channels Used as Main Vehicles and Explanation
of How they Aid Crisis Communication Campaign........................................................................5
4. Selection of the Spokesperson for Specific Crisis with Explanation of the Position and
Ranking and Defending the Choice.................................................................................................6
5. List of Messages to be conveyed in Order of the Importance.....................................................7
6. Press Release...............................................................................................................................7
7. Possible Steps the Company would take in Addressing the Issue...............................................9
8. Involvement of the Employees in the Crisis Scenario .How they should be used as
ambassadors and guidelines recommended for ensuring they are on same page..........................10
9. Importance of Strategy and Crisis Response Team...................................................................11
References:....................................................................................................................................13

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Introduction:
The report aims at providing an insight into media crisis communication in respect to the
planned obsolescence stories of Apple that questioned the integrity of the company. The planned
obsolescence of Apple lay in the bad buzz of deliberately throttling older iPhone by slowing
down the batteries (Kessler and Brendel). This was done without the consent of the consumers
without letting them in making a choice. In other words, the most debatable thing regarding the
acknowledgement of Apple about its ageing battery does not lie in the phenomenon of slowdown
but in the lack of its communication. This is because Apple users remain smart enough in
understanding a message that their phone is growing old and the company recommends
slowdown of the phone. Thus, Apple did not send alerts to the users regarding the slowdown and
hence they cannot be held accountable and can act in either ways. The thought behind the
planned obsolescence of the Apple has been the fact that the users might not know all facts
required for assessing the situation that will force the users in choosing the renewal option.
The report commences with the media crisis strategy and goes on to identify the
audience. The report also identifies the online and the offline channels of the media that aids in
crisis communication campaign. The report also identifies the spokesperson for specific crisis
and mentions the reason for defending the choice. The report also presents a list of the messages
to be conveyed which might change with the evolution of the crisis situation. The report even
puts across a press release and list possible actions that the company should undertake for
addressing the issue. The report also portrays how the employees can be involved in crisis
situation along with mentioning the importance of the strategy and the crisis response team.

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1. Outlining the Media Crisis Strategy
Planning for the crisis while in the middle of it represents the worst timing for starting to
plan (Schoenwandt). Pre-crisis planning represents a key for successful mitigation of crisis in the
social media. Some of the media crisis strategy that Apple can adopt for overcoming the tidal
waves of planned obsolescence even after an apology is as follows (Ott and Theunissen):
1. By Blocking All the Outbound Messages: Apple can overcome the slightest hint of
the crisis or prevent the building of public storm by instantly blocking all the scheduled content
up for posting in the social media channels.
2. By Acknowledging the Issue: To deal with any crisis it is necessary for Apple to first
send a response even when the company does not have an answer.
3. Creation of Frequently Asked Question (FAQ) Related to Crisis: Apple should
determine the focal point for all the communications regarding crisis. In order to deal with the
crisis situation the company should create landing page or designate social media channel or
microsite on website and place all the information related to crisis at one place.
4. Beginning to respond to the Social Media: Once information is collected along with
the designation of the central FAQ hub, Apple should publish a post in all the social media
accounts that identifies summary of the situation, immediate call towards action, linking the
FAQ hub for additional updates, providing relevant hashtag for helping in the dissemination of
information, providing safety tips or checklist if applicable and the estimated time for the
interruption of the event.
5. By Using Informative Visual Signals: Such images used across the social media
accounts acted as the secondary means for keeping the audiences informed.

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6. Building Ways for Releasing Pressure: It helps in keeping the conversations about
crisis within single venue thereby making them easier in tracking. It helps in providing a newer
dimension to the crisis and provides the customers in acting in the company’s defense.
2. Identification of the Audience
 Consumers of the Apple Products: Customers would like to aware of the crisis
associated with the product or technological malfunction for ensuring safety and quality
of the purchase (Agrawal, Atasu, and Van Ittersum).
 Media: The media waits for the updated information on any news development related
to the crisis for properly following the steps that Apple would take in resolving the crisis
 Competitors: This refers to the technological market that will be eager in knowing about
crisis for prevention of the similar kinds defaults within the organization (Khan, Alam
and Alam). They also consider how Apple makes a choice in handling the crisis for either
following it as positive example or throwing negative light on the poor management of
the crisis situation.
3. Identification of Online and Offline Media Channels Used as Main Vehicles and
Explanation of How they Aid Crisis Communication Campaign
The online media channel chosen that Apple can choose for crisis management includes
social media while the offline media channel includes television.
Social media acts as an aid in the crisis communication campaign by directly
communicating with the consumers on the social media (Fearn-Banks). The platform also helps

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in monitoring the messages posted regarding the organization. In other words, the existence of
the social media have increased significantly over the recent years so Apple can utilize it for
responses, announcements and environmental scanning. Response time acts very crucial during a
particular crisis and usage of the social media will enable Apple in retaining reputation with the
stakeholders by remaining clear and open on the outlets of the social media when the crisis takes
place (McNair). Apple can use the social media as the means of personally communicating with
the others. It also helped in the development of personal communications with the stakeholders
that will help in building the image and reputations of the corporation. For responding to the
comments and questions from the stakeholders, social media analyst can scan the various social
media platforms. These included searching for the tweets, Facebook posts, Instagram post and
LinkedIn connections.
Television on the other hand makes use of varied news outlets for updating the
consumers and the stakeholders.
4. Selection of the Spokesperson for Specific Crisis with Explanation of the Position and
Ranking and Defending the Choice
Connor Szymanski is the spokesperson for the specific crisis. He holds the position of
chief company spokesperson for the company. He is chosen for the following reasons (Lando):
 Handles all the press conferences
 Will put forward required comments for the media outlets
 Under no circumstances will he provide an answer like ‘no comment’ to any
question. Provided there is no available information then he will wait for the
company to make a comment.

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5. List of Messages to be conveyed in Order of the Importance
 The company strives in creating the best possible products in every possible ways.
 Apple also entails that their customers remains satisfied with the products
 The company is also committed to ensuring environmental protection, safety and health
of the customer, employees and global communities in which they operate.
 Apple also wants their employees to be inspired and bear the feeling of something big.
 The company is also dedicated to the aspect of innovation and provided customers with
the newest and the best product.
 Apple also focuses on the happiness of the customers and the employees and does
everything in guaranteeing it.
6. Press Release
Contact: Connor Szymanski FOR IMMEDIATE RELEASE
Telephone: [phone]_ 22/01/2019
Website: www.apple.com/pr/
Email: [e-mail]
APPLE TO OVERCOME THE CRISIS CAUSED BY PLANNED OBSOLESCENCE
Intentional Slowing of Older iPhones
Cupertico, CA, January 22, 2019- The New York Times has put across headlines about the
planned obsolescence of Apple in throttling the older versions of iPhone using a software update.
This is however not the case.

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We understand that the printed article has created confusions amongst the public using the older
versions of the iPhones, but as a company we believe that we had no intentions in doing it. The
New York Times represents an internationally acclaimed newspaper and hence we did not want
it in damaging the sterling reputations of the company in market.
We therefore put across a public apology in December mentioning that Apple did possess any
deliberate aim of pushing the customers towards purchasing newer models.
a. Care and Concern for those effected
To pacify the effected individuals we tried to put across a message that the update remained
designed for extending life of the older phones as the batteries lost its capability of ensuring
higher speed operations. It has been found that with time, the Lithium batteries become less
capable in supplying the present demand (Bland). This might result in unexpected shut down of
the electronic components. The update would help in smoothing the instantaneous peaks
whenever required.
b. Control over the Situation
We believe taking control of the situation when the crisis is still in the minds of the public. We
try to provide complete attention to the crisis situation by ensuring immediate action through the
issuance of a public apology (Altheide). This helps the company in countering the negative
perceptions before it is blown out of the proportion.
c. Commitment to resolving the problem
We commit towards resolving the problem through implementation of a corrective plan of
action. We come up with quantifiable measures for countering the crisis situation (Lyles). In

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addition, as a measure to care and concern, we reduced price of replacing old batteries by two
thirds that would help the older iPhone versions in regaining the former speed. We also took an
oath of being more transparent in future. We also believes in keeping the channels of the
communication open for providing regular updates on quantifiable measures for ending any kind
of speculation and ensuring that our side of the story gets adequately and fairly reported.
We would however like to thank the customers for bearing with the company and understand
how we take every step for the betterment of the customers. For more information about the
planned obsolescence of the company please contact Connor Szymanski at [phone] or
email him at [e-mail].
7. Possible Steps the Company would take in Addressing the Issue
Apple remains dedicated in preventing any crisis occurring within corporation. To
prevent a crisis from happening, Apple will adopt various approaches to the management for
ensuring proper prevention and preparation if required (Taneja et al.):
Scanning Environment: Apple is known for its innovation in the fields of mobile
devices, personal computers and various technological applications. To guarantee that the Apple
Inc. do not fall short its excellence in the aspects, the corporation will ensure employing
environmental analyst for scanning the social environment. This analyst will look forward in
changing the trends or the social issues, warning signs o any events. The information gathered
will be used in helping the company plan for its future actions. Scanning of the environment
takes place through watching, reading or listening to both the traditional and the online news
sources (Maresh-Fuehrer). Such sources comprises of the magazines, newspapers, television

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news programs and other organizations. Awareness regarding the existing scenario in similar
organizations will help Apple in better preparing and preventing a crisis.
Managing Reputation: The reputation management of the company remains linked with
the issues of the management. The handling of the issues directly influences the reputation that
the company has with the public and the stakeholders. Thus, in order to ensure management of
proper reputation, Apple would ensure employing the following function (Coomb)
Corporate Social Responsibility (CSR): This represents the impact that the organization
has on the society (Shim and Yang). Apple strives in having a bigger impact on the society.
However, for doing so, the corporation should observe the evaluations of the stakeholders and
exemplify fair and a safe work environment for the employees.
Managing of Risk: Assessment of the weakness and the risk factors of the Apple will
ensure better understanding of the probability of the occurrence of the risk (Drennan,
McConnell, and Stark). For doing so, Apple should ensure reducing the vulnerabilities faced by
the corporation and develop the tactics for managing them. It is necessary ensure risk aversion
for the prevention of the crisis.
8. Involvement of the Employees in the Crisis Scenario .How they should be used as
ambassadors and guidelines recommended for ensuring they are on same page
The employing of Apple employees will ensure complete detail and exposure to the crisis
(van Zoonen and van der Meer). If it regards to their safety, they will want to be aware of the
proper protocol. They should play the role of crisis team coordinator, regulator of the social
media, environmental scanner and secretary of the crisis team.

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The crisis team coordinator is recommended to ensure the following:
 Organizing the meetings of the crisis team
 Ensure delegation of the duties of the entire team members
 Ensure communication with corporate office and rest of the company on the issues of
crisis
The social media regulator is recommended to ensure the following:
 Handling all the contacts of the social media
 Providing constant updates on the Facebook, Instagram, LinkedIn and Twitter during the
times of the crisis.
The environmental scanner is recommended to ensure the following:
 Ensure assessment of the internal and the external factors
 Constant scanning of the possible crisis
 Ensure coordinating with the regulator of the social media on how the stakeholder uses
social media to communicate with the company
The Secretary of the crisis team is recommended to ensure the following:
 Keep a record of all the meetings of the crisis team
 Ensure drawing up memos for the team