Let's see...Steve recently had a heart attack or, according to reports this morning, it's a hormone imbalance that has led to significant weight loss. Have no fear, blogger extraordinaire Robert Scoble got word from a reliable source that Jobs' health is just fine.
This would be laughable if it weren't for the hit Apple's stock takes nearly every time a rumor about Jobs' fragile well being spreads from blog to blog to the business press. I suspect there is little chuckling among the institutional and retail investors who see the value of their shares torpedoed by speculation and rumor mongering.
Apple's failure to publicly address the health of its CEO has me thinking about the responsibility a company has to its shareholders to put an end to such speculation. Like most organizations, Apple's policy is to simply decline to comment. Unfortunately, their silence creates a vacuum that is quickly filled by the shrill of rumors from the blogosphere.
Yes...Apple does need to more clearly address this situation as it's damaging their business prospects and the valuation of the company. Here is my take on a possible course of action:
1. Develop a message platform that balances the interests of shareholders with Jobs' desire for privacy. If he is sick, it should be acknowledged in greater detail than some vague reference to hormones being out of whack. Equally important, the company's plan to maintain continuity of management regardless of Job's current well being should be presented.
2. Create a micro-site for the distribution of information directly from Apple. Rather than "no comment," refer journalists, bloggers, shareholders, etc. to this site for accurate information. Even better, incorporate comment functionality into the site so Apple representatives can address questions, when appropriate.
3. Select a handful of respected journalists and bloggers for a sit-down with Jobs and other members of the management team. Give them full access, yet set ground rules about topics and issues that Jobs will address.
4. Monitor the media and blogosphere for inaccuracies, and move rapidly to correct any misinformation.