There's another interesting lesson out of the bogus iPhone story from yesterday - you have to get out in front of a breaking story fast. Here's Ryan Block of Engadget explaining how the story got posted in the first place - they tried to get a statement from Apple:

So after verifying that the email was indeed sent to internal Apple email lists -- but before publishing anything -- we immediately contacted Apple PR, trying to reach our contacts on their PR team that handles iPod / iPhone matters. It was before business hours on the West coast, though, so we even called an Apple PR manager via their private cellphone in search of a statement. When no one was immediately available, we left voicemail and email.

After some agonizing over the story - and taking into account that Apple often goes with "no comment" - they posted the story. Inside of the two hours, the email they relied on was debunked (but it was a very well done fake).

I don't really cast any blame on Engadget here - they had what looked like a hot story that checked out, and they tried to get Apple to comment. Well, you might say, it wasn't business hours in California yet - cut Apple some slack. I sympathize with that, but the rules of the game have changed. Just as your network administrators have someone on call 24/7 to handle emergencies, any company in the public eye needs PR people who are on call 24/7. It's unpleasant, but less unpleasant than having your stock take a hit on a rumor that runs wild (or worse - a real story that breaks before you were ready for it).

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