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NONE: Re: ONLINE-ADS>> $1,027...the price of
Re: ONLINE-ADS>> $1,027...the price of
Frank Catalano (catalano_at_catalanoconsulting.com)
Tue, 20 Jan 98 14:19:14 -0800
Elizabeth Gardner wrote:
>If he had stuck with journalism in the Pacific Northwest and had debased
>himself at any point to become a business reporter, he would probably have
>some personal experience with the extraordinary Microsoft PR juggernaut,
>and would never wonder again why MS gets more ink (and amazingly favorable
>ink) than any other thousand companies put together. Daily newspaper
>reporters are even more vulnerable to it than trade journalists because of
>their relative ignorance of high-tech subjects in general and the history
>of the computer industry in particular, which is why so many seem to be
>under the impression that Microsoft's market dominance is due solely to its
>superior products.
As someone who is both in the industry and a regular columnist for
Seattle Weekly, Elizabeth is right on. I, and many others, appear to
understand the industry "too much" to be on Microsoft's PR radar, even
though my commentaries have bent over backwards to present both what
Microsoft does well as much as what it does poorly.
I also have never been invited to Microsoft's annual media party, despite
having written "Byte Me" for four years (and columns in Computer Retail
Week and Inside Multimedia). I'm not on any of their press lists or told
of news conferences. To their credit, however, their PR people do return
my phone calls.
Of course, my background before getting into this industry a decade ago
was as a mass media reporter, so this type of approach doesn't surprise
me. PR is designed to influence (and the better practitioners also strive
to inform); if Microsoft knows it can't influence, it probably doesn't
see any reason to bother trying when there are so many others who are
easy prey.
Frank Catalano
Computer industry analyst and strategist
catalano_at_catalanoconsulting.com
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