Date: March 4, 1985
To: Apple Managers
From: Barbara Krause, Manager, Corporate Press Relations
Subject: Inquiries from the Press
Apple is probably more accessible to the news media then any other personal computer company in the industry. But even so, we do operate under guidelines to ensure that the company's position on issues is accurately and consistently stated.
One of those guidelines is our request that all media calls received by anyone in the company be first referred to Apple's public relations staff. Doing so allows us an opportunity to provide background information to the reporter, gather information they need, determine their story angle and put the story in perspective. We either answer their questions ourselves, arrange for an interview with the appropriate Apple person, or involve our public relations agency, Regis McKenna Inc.
When this process is not followed and individuals are interviewed without any public relations involvement, they often find themselves embarrassed by their printed quotes, or in direct contradiction with the quotes from someone else at Apple. This leads to misinformation being given to the press, causing confusion and an erosion of Apple's credibility.
I would appreciate it if you could discuss this subject at your next staff meeting and direct them to refer any media calls to us. It might also be a good opportunity to remind your staff that Apple's unannounced products are confidential and should not be discussed with anyone outside the company. We're unfortunately receiving inquiries from the press about unannounced products.
Thank you very much for your help.