The first step in this process was convincing the Valley's premier publicist, Regis McKenna, to take on Apple as a client.
McKenna was from a large working-class Pittsburgh family, and bred into his bones was a steeliness that he cloaked with charm.
A college dropout, he had worked for Fairchild and National Semiconductor before starting his own PR and advertising firm.
His two specialties were doling out exclusive interviews with his clients to journalists he had cultivated
and coming up with memorable ad campaigns that created brand awareness for products such as microchips.
One of these was a series of colorful magazine ads for Intel that featured racing cars and poker chips rather than the usual dull performance charts.
These caught Jobs's eye. He called Intel and asked who created them.
"Regis McKenna," he was told.
"I asked them what Regis McKenna was," Jobs recalled, "and they told me he was a person."
When Jobs phoned, he couldn' t get through to McKenna.
Instead he was transferred to Frank Burge, an account executive, who tried to put him off.
Jobs called back almost every day.
Burge finally agreed to drive out to the Jobs garage.
"Holy Christ, this guy is going to be something else," he recalled thinking.
"What's the least amount of time I can spend with this clown without being rude."
Then, when he was confronted with the unwashed and shaggy Jobs, two things hit him:
"First, he was an incredibly smart young man.
Second, I didn't understand a fiftieth of what he was talking about."
1.take on 雇佣
例句：We decided to take on a new clerk.
2.cloaked with 用...盖住
例句：The soldiers cloaked their fear with joking and bravado.
3.doling out 布施
例句：So some companies are rewriting the rules for doling out financial incentives.
4.get through 打通电话
例句：Fortunately, he eventually did not let me down, half an hour later, he offered to get through the phone.