Public Relations at Microsoft


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Please note:

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.

Case Details:

Price:
Case Code : MKTG194 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

--
Case Length : 12 Pages
Period : 1980-2008
Pub Date : 2008
Teaching Note : Not Available
Organization : --
Industry : Computers
Countries : USA

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.

Issues:

The teaching objectives of this case are to:

» 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 Marketing Management curriculum.

Contents:

  Page No.
Introduction 1
Microsoft - The Company 2
Managing Public Relations at Microsoft 3
The Hits... 4
...And The Misses 6
Outlook 7
Exhibits 9

Keywords:

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

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