Subject: Microsoft's Buddy System
James Love (love@cptech.org)
Date: Fri, 31 Jul 1998 19:58:41 -0400
Message-Id: <35C25A31.CAD0592A@cptech.org> Date: Fri, 31 Jul 1998 19:58:41 -0400 From: James Love <love@cptech.org> To: Roundtable <roundtable@cni.org> Subject: Microsoft's Buddy System
This is an astonishing story. jl
Dan Gilmor in July 31, 1998 Mercury News
http://www.sjmercury.com/columnists/gillmor/docs/dg073198.htm
HEY, BUDDY: I learned today that I have an owner at Microsoft Corp.'s
primary public-relations agency. The Mercury News received a copy of a
document created by someone at the Waggener-Edstrom firm, in which
various media reports (at least the ones perceived as having anything
negative to say) about Microsoft are analyzed, with recommendations on
how to deal with the journalist in question. Mary Jo Foley, of the
trade journal Smart Reseller, may be intrigued to learn that she's the
subject of a ``Mary Jo six month plan.''
The document provides more evidence, if anyone needed it, that Microsoft
spares no expense in marketing. Every problem article has an ``owner''
at the PR agency; the owner works with the reporter either to correct
errors or put a more positive spin on the situation. Some reporters
also have a ``buddy'' at Microsoft; for example, PC Week's John Dodge
has an unnamed buddy who is supposed to ``send mail ---- `John, that's
random' '' in response to a Dodge column.
My own recent piece, in which I described a messy and unsuccessful
attempt to install Windows 98, caught Microsoft's attention. My
Waggener-Edstrom owner is working with Microsoft ``to send letter
inquiring about Dan's problems and emphasizing MS commitment to quality
products.''
It appears, however, that I don't have a buddy at Microsoft. I am
devastated.
-- James Love Consumer Project on Technology P.O. Box 19367, Washington, DC 20036 love@cptech.org, http://www.cptech.org/ 202.387.8030, fax 202.234.5176
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