Abstract

Microsoft Corporation is widely regarded as a highly PR-savvy company, consistently topping the Cision Index that ranks companies on the basis of positive coverage in the media. The case discusses Microsoft’s approach to public relations (PR) over the years and describes some of the successful and unsuccessful PR campaigns that the company carried out in the past. The case ends with a discussion on Microsoft’s new PR campaign for one of its latest products, Windows Vista Ultimate.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Appreciate the importance of PR in marketing Learn about some PR campaigns carried out by Microsoft Assess how a company can use PR to strengthen its competitive position This case is meant for MBA/PGDBM students and is designed to be a part of their Mark

Keywords

Microsoft Corporation, Bill Gates, Public Relations, PR campaign, Public image, Communications mix