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!”... ®

Intelligent flash storage arrays

More from The Register

next story
Netscape Navigator - the browser that started it all - turns 20
It was 20 years ago today, Marc Andreeesen taught the band to play
Sway: Microsoft's new Office app doesn't have an Undo function
Content aggregation, meet the workplace ... oh
Do Moan! MONSTER 6-day EMAIL OUTAGE hits Domain Monster
Customers freaked out by frightful service
Sign off my IT project or I’ll PHONE your MUM
Honestly, it’s a piece of piss
Return of the Jedi – Apache reclaims web server crown
.london, .hamburg and .公司 - that's .com in Chinese - storm the web server charts
NetWare sales revive in China thanks to that man Snowden
If it ain't Microsoft, it's in fashion behind the Great Firewall
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Why cloud backup?
Combining the latest advancements in disk-based backup with secure, integrated, cloud technologies offer organizations fast and assured recovery of their critical enterprise data.
Win a year’s supply of chocolate
There is no techie angle to this competition so we're not going to pretend there is, but everyone loves chocolate so who cares.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Intelligent flash storage arrays
Tegile Intelligent Storage Arrays with IntelliFlash helps IT boost storage utilization and effciency while delivering unmatched storage savings and performance.