When Apple launched iPhone 4g three weeks ago, with innovative features like FaceTime, fans were ready to embrace the next incarnation of the do-almost-anything phone and critics were poised to strike – as usual.
But the company may not have been ready to face a major public relations crisis. That’s what they got. The state-of-the-art smart phones had a weak spot. The metal antenna band that circles the device was being called a design flaw when users complained of reduced signal strength when the phone was held a certain way.
Today Apple’s CEO Steve Jobs addressed mounting complaints with a press conference. He promised to give a free Bumper or case to every iPhone 4 owner through Sept. 30 or offer a refund within 30 days without a re-stocking fee. He said: “To our customers who are affected by the issue, we are deeply sorry, and we are going to give you a free case or a full refund.”
From a PR standpoint, do you feel it was enough to address the concern?
In my opinion – and granted I’ve long been an Apple fan so my opinion may be biased – it sounds like the right thing to do. When faced with a problem, it can’t be ignored. It’s best to address the issue head-on. Admit your mistakes. Offer a solution when possible. Try to make a bad situation that much better. It’s about earning back the public’s trust. And it has to be done one step at a time. Honesty and authenticity are key.
Again, that’s my opinion. What’s yours?
Post by Stephanie Angelyn Casola, director of PR and Marketing at The Urbane Way and @Steph_Urbane on Twitter. At The Urbane Way, we specialize in social media marketing and PR and lifestyle branding. How can we help you?
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