Public Relations at Microsoft
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Case Details:
Case Code : MKTG194
Case Length : 12 Pages
Period : 1980-2008
Pub Date : 2008
Teaching Note :Not Available
Organization : --
Industry : Computers
Countries : USA
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts
Managing Public Relations at Microsoft
A significant factor in Microsoft's success was its public image. Right from the beginning, Microsoft laid a lot of emphasis on PR. In 1981, when MS-DOS was launched, the company first felt the need to build the Microsoft brand. In September 1982, for the first time, Microsoft hired a PR professional - Pam Edstrom (Edstrom) from Tektronix. To oversee PR, the company also hired C. Rowland Hanson (Hanson), a marketing executive from Neutrogena Corporation, as its first Vice-President of corporate communications in 1983...
The Hits...
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Microsoft's PR initiatives proved to be an important factor in the success of many of its product launches. In 1995, Microsoft launched Windows 95.
Although there were no advertisements to promote the operating system till August 24, 1995, according to the Wall Street Journal, 3,000 headlines, 6,852 stories, and more than three million words were devoted to Windows 95 from July 1, 2005, to August 24, 1995. More than one million copies of Windows 95 were sold even before advertising for the product started. Analysts attributed some of the success of the product to the company's PR efforts...
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...And The Misses
Although Microsoft used PR very effectively to create a buzz about the company and its products, some of its PR campaigns were not successful. On May 06, 1998, Microsoft organized a rally in New York City as part of its PR campaign to prevent the Department of Justice and several state Attorney Generals from filing suits to restrict the release of Windows 98...
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Outlook
In May 2008, Microsoft came up with an innovative PR campaign to salvage the reputation of Windows Vista, especially the high-end version, Vista Ultimate.
The company launched an online movie making contest, called 'Ultimate Video Relay' on ultimatevideorelay.com.
Participants were required to complete a story that began with a six-minute clip (provided online) called 'The Cube', seemingly a cross between 'The Matrix' and 'The Office.'...
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Exhibits
Exhibit I: Top Ten Companies on the Cision Index in 2007
Exhibit II: A Brief Note on Public Relations
Exhibit III: Microsoft – A Timeline
Exhibit IV: Some Key Financial Results of Microsoft (In US $ Millions)
Exhibit V: Cover Page of the Time Magazine in April 1984
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