Ahhh, the inevitable SPIN DOCTOR implication.

Let me say for the record, I am NOT in favor of SPIN. The best counselors in public relations may not agree on much, but we agree on this…you can’t “spin” negative news. I am actually astonished about this continued misperception in light of all of the discussion on trust and transparency.

And really, isn’t that what all of the hype about the Steve Jobs press conference is about? He didn’t follow the “rule book” and appear contrite and apologetic, then follow up with some attempt to put a positive spin on the fact that the iPhone drops calls every time you touch it? (A common complaint for previous versions of the iPhone, BTW.)

Authenticity is the buzzword of the day…that is what Steve Jobs gave us. Who he really is. He is not happy that the iPhone isn’t performing. He shouldn’t be whistling zip-a-dee-doo-da – this isn’t the iPad launch.

What did Jobs do?

He acknowledged that the new iPhone isn’t perfect. That he isn’t perfect. That Apple isn’t perfect. And promised to work to make customers happy, even offering a few possible solutions.

Isn’t that the transparent, authentic response we claim to want?

Mickey Mantle once said, “You never have to wait long, or look far, to be reminded of how thin the line is between being a hero or a goat.”

Maybe Steve Jobs isn’t either one of those things.