What happens when you're a company who has thrived practicing anal retentive PR and you now find yourself in an extroverted open media world ...

Of course, you sue to protect yourself from bloggers!

Last month citizen news site ThinkSecret reported that Apple will roll out a $500 Macintosh computer at next week's Macworld Expo. Predictably, Apple today filed suit to try to clamp down on the rumors, CNET reports. Ya think it's true? I bet it is.

"In its latest lawsuit seeking to clamp down on leaks, Apple Computer has added credibility to several hot rumors, including plans to offer a cheaper Macintosh and its own line of office software. Apple on Tuesday sued the publisher of Mac enthusiast site Think Secret and other unnamed individuals, alleging that recent postings on the site contain Apple trade secrets, according to court documents seen by CNET News.com."

About the Author:
Steve Rubel is a PR strategist with nearly 16 years of public relations, marketing, journalism and communications experience. He currently serves as a Senior Vice President with Edelman, the largest independent global PR firm.

He authors the Micro Persuasion weblog, which tracks how blogs and participatory journalism are changing the public relations practice.