Apple bites back at mouthpiece

Apple Computer has fired a PR executive in Australia for mistakenly releasing a good news press release.

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By  Neil Denslow Published  June 26, 2002

Apple Computer has fired a PR executive in Australia for mistakenly releasing a good news press release.

Myrna van Pelt, who had worked in Apple’s office in Oz for four years, feel victim to bosses’ wrath for sending out a release talking up figures from Gartner Group. The analyst house had shown that Macs had a lower TCO than PCs, and van Pelt’s release lead to loads of good coverage.

However, Gartner had not approved the release and an earthquake of indignation rocked through the analysts' ivory tower. According to the Australian e-mail newsletter Computer Daily News, van Pelt was offered up as a sacrifice to preserve Apple’s relationship with Gartner.

“The well-regarded Van Pelt had been in the job almost four years and was noted for her professional approach and general helpfulness to the media. It’s ironic that she has been shafted for scoring an Apple publicity coup,” noted the Sydney-based newsletter.

Furthermore, as theregister.co.uk asks, what exactly did Gartner expect Apple’s PR department to do with a positive report it had paid for, except release it to the press?

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