Mireille Aubrey Kathryn Mandy Chapuis Gooden Hutchinson Yeh

1. Apple Inc. Crisis Management What if Steve Jobs died? Mireille Aubrey Kathryn Mandy Chapuis Gooden Hutchinson Yeh

2. Agenda • Organization Background • Crisis Situation | SWOT analysis • Communication Plan • Goal & Objectives • Target Audiences | • Key Messages • Strategies & Tactics • Timeline • Desired Outcomes • Budget

3. Background • Apple Inc. (Apple): NASDAQ: AAPL / NYSE: AAPL • Headquarters: Cupertino, California • 2 Subsidiaries: Braeburn Capital & FileMaker Inc. • Revenue: US $65.23 billion • Profit: US $14.01 billion • Equity: US $47.79 billion

4. Our Crisis Situation • Steve Jobs passes away at 3 a.m. in his home • Iconic, highly regarded CEO: Jobs is Apple • Each health scare: stocks dropped a few percentage points • Stock currently undervalued due to lack of transparency about Jobs health & company succession plan • Jobs last founder working at Apple • Steve Wozniak & Ronald Wayne • Currently Tim Cook is acting CEO

5. Apple power trip: dominate its market • Steve Jobs & Apple are synonymous. • Brand reputation too dependent on CEO • CEO health scare = stock drops • “the one to beat” • lack of transparency • Power trip: Apple’s desire to dominate smart phone/tablet market • Steve Jobs and Apple are synonymous. One can’t exist without the other. Brand reputation too dependent on CEO • When CEO is ill, stocks drop, creating a larger crisis • Excellent brand image • Solid reputation & strong brand equity • Loyal customers • One of the world’s best & highly regarded CEOs • Market leader • Innovative • Worldwide reach SWOT • Shareholder Expectations • Increased Competition • (PC & Android) • Fast paced technology development • Effects of natural disasters • Mistreatment of supply chain laborers • Failed products • Engage in CSR • Highlight professional & education product use • Build relationships w/ current consumers & prospective consumers from emerging markets • Apple stand on its own • Improve production process

6. Goal To control the impacts of the crisis on Apple’s reputation and fortify the Apple brand in the absence of Steve Jobs. Objectives To control the information reported to the public. To maintain customer loyalty and preserve the public’s confidence in the Apple brand. To sustain shareholder value and demonstrate careful consideration of the matter.

7. Target Audiences

8. Key Messages FIRST KEY MESSAGES: • Steve Jobs unexpectedly passed away from pancreatic cancer at home at 3 a.m. • Apple is saddened by its loss; but prepared to implement its succession plan and carry out the legacy Steve Jobs built. SECOND KEY MESSAGES: • Apple’s Tim Cook will provide continuity of Apple’s vision and execute Apple’s current and future objectives. • Apple is a steadfast company & sound investment. • Apple will uphold its reputation as an innovator offering superior products and excellent customer service.

9. OBJECTIVE #1: To control the information reported to the public. METRICS: • Monitor traditional & online media • Number of Apple website hits| page views| • Percentage of media reports with key messages • Percentage of media reports updated once misinformation is corrected • Monitor public opinion (perception) • Consumer comments via email| phone| online posts & conversations • Google Analytics| Social Mention| CTR (“impressions”)| RSS feeds

10. Strategy #1. To establish a clear and consistent voice for Apple. TACTICS • Contact & request presence of key personnel • Verify family member notification • Alert & assemble board members & key staff • Setup media CHQ (Crisis Head Quarters) • Direct all media inquiries to CHQ • Decide media involvement of family • One spokesperson • Monitor, write & review media responses • Confirm & Distribute • Key messages • Standby statement • Q & A/ Talking points

11. Strategy #2. Distribute facts and key messages to influencers in a timely manner. TACTICS • Announce passing of Steve Jobs • 1st Key Messages • Push news release across the wire • Secure first national morning news coverage • T.V.| Radio | Print | Influential Websites • Launch dark website • Post news release • Create “Apple Community Support” page

12. TACTICS continued: • Press Conference: Bill Campbell to announce new CEO, Tim Cook • Apple, Cupertino, CA • 2ndKey Messages • Local &national television, news &radio stations • CNBC| Fox Business| MSNBC| Bloomberg • Wall Street Journal (Kara Swisher) • AllThingsDigital (Swisher) • Fortune (Philip Elmer-DeWitt) • New York Times • GigaOm (Om Malik) • BITS (Damon Darlin) • Cupertino Courier • Silicon Valley Community Newspapers • LA Times • FastCompany| Mashable| Techcrunch| Engadget| • CNET News (Jim Dalrymple) • Provide 8-K form (material information) to SEC, investors, & public

13. Strategy #3. Ensure coverage stays on message. TACTICS • Provide regular news updates: • Media influencers: Broadcast| Print| Radio| Internet| Analysts • Apple Website • Access databases: Bloomberg| Reuters| Dow Jones| First Call| Zacks| IBES • Monitor traditional & online media • Respond to rumors & speculation • Reinforce key messages & facts • Be available to media & influencers

14. OBJECTIVE #2: To maintain customer loyalty and preserve the public’s confidence in the Apple brand. METRICS: • Survey consumer response to determine their perception of Apple after the death of Steve Jobs • Monitor conversations on social media • Track hits to Apple Website • Measure sales on Apple products

15. Strategy #1. To build awareness about the new CEO as a thought leader committed to maintaining and elevating the Apple brand. TACTICS • Satellite Media Tour: Local & National -CEO interview -Top executives appearances: get word out & support CEO vision • CEO by-lines & op-eds in trade, local, national media • National morning shows: -The Today show (interview with Matt Lauer) • SiriusXM Radio interviews -MSNBC (Martin Bashir)

16. TACTICS continued: • Arrange keynote speaking opportunities at industry events • All Things Digital Conference: May 31- June 2 • South by South West (SXSW): March 2012 • Apple Worldwide Developers Conference: June 6 • Invite key media influencers • Online thought leadership platform -CEO podcast for iTunes users -CEO videos on Apple website| YouTube channel • Arrange TED TV interview & guest speaking opportunity

17. Strategy #2. Target traditional and online media to publicize new product lines. TACTICS • Highlight launch of iPhone 5 • Press conference with Tim Cook from CA • Standby statement and Q&A • News Releases • Interviews • Radio Spots • Fact Sheets • Pitch Letters • Consumer hotline team: answer questions & dispel rumors

18. Strategy #3. Launch Apple social media platform to better engage with publics. TACTICS Listen to publics, answer questions & push out key messages • Create: • Twitter handle &hashtags • Facebook fan site • Apple YouTube channel • Highlight: future ideas, how-to, cool features • Crosslink all social media • Webcast: embed into website & iTunes • Monitor social media: • Organize team to respond to online engagement • QR codes to link digital & print presence

19. Financial Influencers Explained Apple Inc. Existing Shareholders Finance & Business Media Wall Street Sell-side Buy-side Retail S. S. S. Institution Institution S. S. S. Institution S. S. Clients = Shareholders

20. OBJECTIVE #3: To ensure strong loyalty and proper understanding of Apple’s current situation among investors (existing and prospects), and reinforce the credibility of the new CEO as a business leader. METRICS: • Track and analyze analysts’ reports, and projections (pos./neg. – short/long term) • Track and analyze business/finance trade media & national media coverage (pos./neg. – short/long term) • Monitor the purchase and retention of Apple’s stock (impact on stock price) • Track and analyze comments, feedbacks of major /important shareholders to evaluate how satisfactory our communications are.

21. Strategy #1. Define and communicate Apple’s current corporate/equity story to ensure it is transparent and adequately understood TACTICS • Develop concise investor materials such as presentations, fact sheets, press releases • Simultaneously provide material information to the authorities, the investors & the public (8k Forms) • Implement efficient & easy means to contact Apple’s IR department, & ensure investors and analysts/journalists data/information requests get high quality answers

22. Strategy #2. Provide continual information to investors via influencersthat emphasizes Apple’s key investment appeals and communicates its long-term growth prospects. TACTICS • Host analysts meetings – Senior portfolio managers of top investment firms and banks (in person or video-conference) - CEO, CFO &CCO need to be present. • Organize meeting opportunity with the largest shareholders (in person - luncheon, or video-conference) - CEO, CFO &CCO need to be present. • Organize presentations to stockbrokerclubs – 1 club per major money center in the U.S. - New York| San Francisco| Boston| Chicago| Houston

23. Strategy #3. Nurture the rising online investing community. TACTICS • Organize presentations to investment clubs – 1 club per major money center in the U.S. -New York| San Francisco| Boston| Chicago| Houston • Create a video podcast of the first presentation • Make it available on Apple website, Facebook page & post link to Twitter. • Post video on YouTube and forward to Google & Yahoo news. • Provide press releases to investor chat rooms & post links on Apple’s Facebook page and Twitter account

24. Influencers – Media Outlets DIGITAL MEDIA (ONLY) TRADE MEDIA NATIONAL MEDIA

25. Influencers– Industry Analysts FINANCE TECHNOLOGY

26. Timeline: Short-term April 26 (PST)

27. Timeline: Long-term

28. Budget

30. Thank You…