Okay, as I've previously noted, I really don't care who Fake Steve is, but this post on the upcoming media backlash made me wonder if he's a PR person. In fact, just Friday I was talking to a reporter and in casual conversation made the point that Apple was due for some bad PR, calling out four of the same things that FSJ did. But, unless I'm blogging in a fugue state, I'm not Fake Steve. And, I'm pretty sure FSJ is NOT a journalist. Still, the entire blog post is a close to textbook perfect view of the way stories get shaped, and the cycle that companies (and individuals) go through. Build 'em up, tear 'em down. Half the battle is knowing where a company or individual is on the cycle. I've done PR in all phases, it sure is easier when everything is going right, but truly great communication tends to happen when the chips are more down, a fact that the Real Steve Jobs is likely to have a chance to think about sometime soon...