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庫克的自衛(wèi)反擊戰(zhàn)怎么打?

庫克的自衛(wèi)反擊戰(zhàn)怎么打?

Fraser P. Seitel 2013-09-16
庫克目前的處境不太美妙。他既沒有喬布斯的天才光環(huán),又缺乏嫻熟的公關(guān)手腕。結(jié)果,蘋果不僅慢慢丟掉了創(chuàng)新的金字招牌,還漸漸失去了神秘色彩以及投資者的耐心。如果想要避免被掃地出門,庫克需要從公關(guān)入手,重新塑造自己和蘋果公司的形象,至少衣服可以換個顏色吧。

????蒂姆?庫克能做的就是要求在美國全國廣播公司財經(jīng)頻道(CNBC)上出鏡,而他只需要亮個相——哪怕只是稍微露個面——就至少能表明蘋果愿意探討規(guī)劃,闡釋企業(yè)文化并回應(yīng)各方批評。

????還是這句話,喬布斯能對媒體玩隱身法,庫克可沒這個能耐。

????買件醒目的上衣。

????作為蘋果首席執(zhí)行官,蒂姆?庫克主要問題的根源在于:他不是史蒂夫?喬布斯,而且也永遠(yuǎn)成不了喬布斯。

????不知道為什么,庫克總覺得自己非要變成喬布斯的克隆才能受到尊重。但比起喬布斯的自命不凡、自信滿滿,庫克卻顯得呆板木訥、生硬牽強。

????喬布斯推介蘋果產(chǎn)品的方式早已名滿天下,他總是穿著那條牛仔褲和一件黑色圓領(lǐng)衫。庫克在發(fā)布會上則穿著牛仔褲和一件黑色的開領(lǐng)襯衫,顯然他相信把圓領(lǐng)衫換成襯衫意味著和過去訣別。

????但他想錯了。

????為什么不冒個險,買件藍色的運動上衣呢!只要是能和史蒂夫?喬布斯那讓人窒息的經(jīng)典裝束不一樣就行。

????所以,盡管庫克做了不少好事,比如股票回購、派發(fā)紅利及擴大中國市場。但冷冰冰的現(xiàn)實卻是,人為因素致使蘋果股價滑坡,聲譽下降。而“人為”因素背后最難推卸責(zé)任的那個“人”恰恰就是這位新任首席執(zhí)行官。

????蒂姆?庫克需要做回自己。他應(yīng)該和媒體打成一片,改變自己的腔調(diào)和行頭,讓日益滿腹疑慮的財經(jīng)界和公眾明白為什么他有資格接偉大的斯蒂夫?喬布斯的班。

????很快庫克先生就要和一位新股東共進午餐了,這就是深受愛戴又無比耐心的億萬富翁卡爾?伊坎,他的蘋果股票市值一度達到15億美元,這是他一個月前買下的。這兩位原本來打算探討再進行一輪蘋果股票回購,但經(jīng)歷了本周的股價大出血后,伊坎可能要改變主意了。

????祝你們用餐愉快,先生們。(財富中文網(wǎng))

????弗雷澤?賽陶擔(dān)任通訊咨詢師、評論員、作家和教師長達四十年之久。他在紐約大學(xué)教授公共關(guān)系學(xué),也是普倫蒂斯霍爾出版社出版的教材《實踐公關(guān)學(xué)》的作者,該書目前已經(jīng)出至第12版了。他還與人合著了《反思聲譽》和《高見》這兩本書。與他聯(lián)系可發(fā)郵件至yusake@aol.com。

????譯者:清遠(yuǎn)

????

????All Tim Cook would have to do is ask for airtime on CNBC, and his mere appearance -- even if he revealed little -- would at least indicate that Apple is willing to discuss its plans, explain its culture, and answer its critics.

????Again, Jobs could get away with media invisibility; Cook can't.

????Buy a blazer.

????Which leads to Tim Cook's primary problem as Apple CEO: He ain't Steve Jobs. And never will be.

????Somehow, Cook is convinced that he has to become a Jobs' clone to be respected. But whereas Jobs was cocky and confident, Cook is wooden and forced.

????Jobs famously presented Apple products, always dressed in jeans and a black turtleneck sweater. Cook presents Apple (AAPL) products in jeans and a black open-collar shirt; evidently believing that switching the shirt for the turtleneck suggests a break with the past.

????It doesn't.

????Why not take a risk and purchase a blue blazer! Anything to break the deleterious chokehold of the Steve Jobs' legacy.

????So while Cook has done some good things like stock buybacks and dividends and China expansion, the stark fact is that Apple's stock slide and reputational falloff are largely "man-made," and the "man" who deserves most of the blame is its new CEO.

????Tim Cook needs to be his own man. He should be accessible to the media, change his tone, change his look, and let an increasingly dubious financial community and public understand why he deserves to replace the great Steve Jobs.

????Soon, CEO Cook is scheduled to have lunch with his newest shareholder, the ever-lovable andeternally patient Carl Icahn, whose stake in Apple used to be $1 ? billion, when he purchased the stock a month ago. The two were originally scheduled to discuss another Apple buyback, but after this week's bloodletting, shareholder Icahn may have other things on his mind.

????Happy dining, lads.

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