Founded in 1975, Microsoft is the wordwide leader in software, services, and solutions that help people and businesses realize their full potential
Launches bing in 2009Launches Windows Phone 7 2010
In 2011, a earthquake hit JapanSomeone on Microsoft’s Marketing Team tweeted ““How you can #SupportJapan – http://binged.it/fEh7iT. For every tweet, @bing will give $1 to Japan quake victims, up to $100K.”The insensitive pitch for support was immediately criticized all over the Internet. The PR lesson from this mistake: -Don’t mix marketing with community engagement and corporate social responsibility -PR should be in charge of social media not the marketing team -When apologizing do so sincerely
No information on the Internet on how the Microsoft communicates internally
Products and the campaigns never seem relatable to the public. The public doesn’t get Microsoft as a relatable productMicrosoft has the opportunity to become more present in the public eye create more products with training areas. I found Microsofts way of creating a PR campaign was selfish. Everything they did was look at our new product, they never made it about the publics needs.Stop giving the image that they are competing with other companies and become a good company with a good face towards the public.
• Microsoft – History – Recent PR Issues• Strengths• Weaknesses• PR Mistake on Twitter• Opportunities & Needs• Treats• Recommendations• Conclusion
• Founded in 1975• Created by Paul Allen & Bill Gates• As of March 2012, Microsoft has 93,163 employees• Main products: Microsoft Windows & Office• Other Products: MSN, Encarta, PC Accessories, Xbox, & Windows Phone 7• Microsoft uses Waggener Eastrom World Wide Rapid Response for PR
Public Relations Issues Bing competing with GoogleTwitter PR Mistake with Japan in 2011
Bing is not doing anything incredibly differentfrom Google.The Bing PR campaigns: Paid celebrityendorsements, Bing-financed concerts, Bing-themed contests, etc. -May have helped some but in all was a waste-Microsoft sees Bing as a reusable componentand asset that will be built into more and moreproducts, while the world sees it as Number 2to Google
PR Mistake on Twitter• In 2011, a earthquake hit Japan – Someone on the inside of Microsoft’s Marketing team tweeted from the Microsoft account “How you can #SupportJapan – http://binged.it/fEh7iT. For every tweet, @bing will give $1 to Japan quake victims, up to $100K.” Apology : “We apologize the tweet was negatively perceived. Intent was to provice an easy way for people to help Japan. We have donated $100K.”
Strengths• “Working Without Walls” PR Campaign• MSN Newsroom• Twitter/Facebook
Weaknesses• Battles with Google• No easy to use apparatus• Competition with Apple• Too large• Website• Cannot keep up with the expansion of the internet• Relaying information to the public
Opportunities & Needs• Focus on relating products to customers• Create a way of improving communication with public• Can build the image the Microsoft are the “good guys”• With a company this large they need to humanize the company, its such a large company too much is going on for a successful PR campaign – Think too much about the marketing (changing the layout or the name) of their products. Need to use this opportunity to improve the quality of their products and engage in what the public is looking for.
Threats Microsoft Communication with the PublicMicrosoft communicates internally 1. Social Media (Twitter &through channels Facebook) 1. Lync (Video Chat) 2. Blogs 2. Sync (Messgae Chat) 3. Websites 3. Corporate Email Accounts 4. Retail Stores 4. Retail Net (MS Server, Domain, TPM) *Although Microsoft has several different ways to communicate withAll of these channels are woven their consumers, they have areas where they can approvetogether. If a hacker breaks intoMicrosoft’s server sensitive informationis at stake
Threats• Apple Ipad – Decrease in desktop sales & increase in Netbook sales, which doesn’t gain as high of profit for Microsoft – The Ipad has become a threat to Microsoft products
Recommendations• Beware of bribes: criticized in the past for giving out products early to select bloggers/influential people• Concentrate on safer areas. It’s hard to tell a company this large to focus on one particular aspect, but they are so spread out that some areas are harder to keep track of.• Making new partnerships instead of competing with everyone.• Become more ethical in general. Many issues with PR/Communication dealing with Microsoft derive from this area.• Promote green initiatives; emphasis on high ranking in best places to work
Microsoft has a large company that has toomuch going. The company needs to improve thecommunication internally and with the public.Microsoft could use to revamp their website.Focus on what products the public wants, throwout the image of competing with others, andhumanize their image.