Feeds

Microsoft PR boss sweats in face of Apollo Creed Apple, Google... world

'Be a thinker not a stinker'

Top 5 reasons to deploy VMware with Tegile

Microsoft’s top flack has been physically and metaphorically running up hills in the last few days in an effort to find out what’s gone wrong at Redmond HQ.

The company’s Frank X Shaw penned a navel-gazing missive to staff, a full transcript of which was picked up by All Things Digital, late last week.

Microsoft’s comms boss also published a corporate blog post, containing some stirring numbers about the software vendor’s biz that some have argued don’t quite add up.

His public comments offer reasons why “2010 is shaping up as a huge year for” Microsoft. But behind closed doors, Shaw has been examining why perceptions about the company are effectively at an all-time low. And he’s trying to rouse the Redmond troops into action to help rid bad press from the firm’s doorstep.

“It has been a rough couple of weeks for us from a coverage standpoint. It seems like every time I turn on the computer, or talk to a reporter, or pick up a publication at home, or do a scan of my RSS feeds or Twitter client that I see more stories and opinions about the challenges we have, and how great some of our competitors are doing. iPad this, Droid that, sheesh,” he grumbled to Microsoft staff.

Shaw then went on a lengthy diatribe about jogging up hills and improving the lives of billions of people across the world with Microsoft’s products and services.

“Right now, we are massively over-indexed in thinking and knowing about our losses and challenges. But what of our wins?” he pondered, perhaps with the Rocky theme running through his marketer head.

Shaw is of course the go-to man when it comes to Microsoft protecting its somewhat dented brand. Even with the success of Windows 7 sales and genuine enthusiasm from web surfers for Bing, the company is hurt that the Google, Apple and even Salesforce.com competition is hotly pursuing - in some cases overtaking - its ragged tail.

At the same time, it doesn’t help Microsoft a jot that Shaw’s number crunching is, in places, questionable.

But even Shaw admits that it’s hard to create “any true believers” in the software maker’s current state of play in the tech market. He doesn’t think customers are getting the real message about the Microsoft brand and Shaw has urged staff to “tell their story” and help turn perceptions around.

“This is our job. We don’t just represent the products and services we work on, we represent the company all up. Be ready to tell that story. Tell it to your co-workers here at Microsoft, to your family and friends, to members of the media. They know about our challenges, they don’t know about our wins and momentum. So tell them,” he said.

We at Vulture Central feel that all this shows quite how far Microsoft has jumped the shark while running uphill and pitifully screaming for “ADRIAN!”... ®

Internet Security Threat Report 2014

More from The Register

next story
Download alert: Nearly ALL top 100 Android, iOS paid apps hacked
Attack of the Clones? Yeah, but much, much scarier – report
You stupid BRICK! PCs running Avast AV can't handle Windows fixes
Fix issued, fingers pointed, forums in flames
NSA SOURCE CODE LEAK: Information slurp tools to appear online
Now you can run your own intelligence agency
Microsoft: Your Linux Docker containers are now OURS to command
New tool lets admins wrangle Linux apps from Windows
Facebook, working on Facebook at Work, works on Facebook. At Work
You don't want your cat or drunk pics at the office
Soz, web devs: Google snatches its Wallet off the table
Killing off web service in 3 months... but app-happy bonkers are fine
prev story

Whitepapers

Choosing cloud Backup services
Demystify how you can address your data protection needs in your small- to medium-sized business and select the best online backup service to meet your needs.
Getting started with customer-focused identity management
Learn why identity is a fundamental requirement to digital growth, and how without it there is no way to identify and engage customers in a meaningful way.
Driving business with continuous operational intelligence
Introducing an innovative approach offered by ExtraHop for producing continuous operational intelligence.
Why CIOs should rethink endpoint data protection in the age of mobility
Assessing trends in data protection, specifically with respect to mobile devices, BYOD, and remote employees.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.