Say what?
The author is suggesting that Steve Jobs create a Department of Macintosh Security, and assign it a Public Relations budget to head off the fear, uncertainty, and doubt (FUD).
With authors like this on their side, such a position might be redundant. Just as our White House has an impossible time correcting the FUD that's out there, even though accurate and up to date information is available to all the reporters, average reporters are typically not interested in accurate. Accurate but unremarkable stories don't sell or draw readership. Finding remarkable stories is a lot of work, and usually dangerous.
And then there's the question of agenda.