Traditionally press conferences have been a useful tool to disseminate strategic information, background information to companies/new companies, present key spokespersons to the media, ensure key messages are clearly communicated or communicate something of urgency and importance. A press conference had many reasons – introducing a new product, revealing a new scientific breakthrough, unveiling a new advertising campaign, announcing a charity event with a celebrity or releasing company financial statements. In the past media loved press conferences, since they gathered information, got an opportunity to meet senior management, interact with brand ambassadors and all in all get an in depth preview into the company, product, launch, strategy, marketing message or key understanding about a company, institution, product or issue. But in today’s environment things have changed. Media may not always have time for a press conference. Or more so, while they may have time for it, they would rather have an exclusive angle, a unique connect with the client, a one-on-one interaction. Unless your topic is of great importance, a national issue where you are making a statement, or you are a celebrity star making a statement, or launching the worlds first sub 1000 dollar car, chances are the media will not make the effort to come to your press conference. Not because they do not want your news; but because they would get your information and news anyways. They are certain, that if they are a media house of importance, the PR agency will approach them with the requisite material anyways. And besides, there are a plethora of information sources today, for the media to not want to move from their chair.
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A New Microsoft Greets the World – How the Heart can Change the Mind
It was only a few years ago; I think probably 5 or 7 years, that the global giant Microsoft was ensconced in controversy over a large anti-trust legal battle. There were articles upon articles about Microsoft and Bill Gates and a lot of them shed a negative light on the company. As a result, Microsoft was seen by a large segment of the public, as bullies, monopolists, giants, software hogs and other similar attributes.
Fast forward 7 years and things have changed. A lot of these negative brand attributes today are probably applicable more to Microsoft’s chief competitor, Google. For example people have low trust about Google with their data, they see Google as too big a conglomerate, sometimes dictating terms and often refusing to refine some of their good products based on feedback (Google docs is a good example). And Microsoft – how are they seen?
Brand perceptions of Microsoft on a global basis (and even India) have undergone a sea change. First some generic global points and then followed by some India specific points.
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Dennis Taraporewala 