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Apple's 'Genius' PR Move
By: Doug Bedell
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Apple has been prone to shunning the PR limelight, letting its popular products speak for themselves, along with being billed in Apple's ads. But here, on the Quartz site, the Cupertino company is being hailed for a "take-back" program in which consumers are being offered reduced-price Apple iPhone and iPad chargers for counterfeit versions that have been implicated in at least one death, that of a Chinese woman. The move is being hailed as "borderline brilliant," PR in the service of high-tech humanity. Yay! Apple.  

   

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About the Author
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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