Wired and Microsoft - A Look Behind the Media Relations Curtain
Wired Magazine’s Fred Vogelstein got a glimpse into the media relations strategies and tactics employed by Microsoft and its public relations firm Waggener Edstrom.
He was inadvertently sent a document laying out in detail the extensive efforts being made to monitor, anticipate and influence a feature article on Microsoft’s transformation into a company of greater transparency.
Quite ironic that for an article about transparency, Waggerner Edstrom led an exhaustive behind-the-scenes effort to nudge the writer toward the desired messaging about Microsoft.
The communications briefing document is pretty impressive, with its military precision. There are detailed records of Vogelstein’s writing habits, the genesis of the idea for the story, key points made in interviews, and the extensive probing done by Microsoft and its PR firm to determine the focus and tone of the article.
Particularly interesting is the description of PR flacks and executives pushing and prodding the writer to stay on message and on task. When the desired article is in reach, the memo writer emphasizes Microsoft’s need to keep from opening any new avenues of research for Vogelstein.
Instructions for Microsoft corporate communications GM Larry Cohen:
"With all of the main reporting finished and Fred now in the writing process there are just two remaining Microsoft interactions – the formal interview (~20-30 min) with Charles Fitzgerald (a second discussion; the bookend), scheduled for Friday afternoon, and your call with Fred. Charles’ interview will focus on the “below VP-level” founding of the Evangelism Network, Charles and his team’s support of the efforts, and reinforcing the open dialogue and broad support that the broad support that resulted from Microsoft when the idea originated (not to mention the tone of a quick “it’s a good idea, go for it,” vs. the layers of debate possibly supposed by Fred).
"The goal of your call is to do a check in with Fred to get a final gauge on where his head is at and reinforce one last time that we want to avoid any surprises with this story."
Says Wired editor Chris Anderson: "On a personal note, it’s kind of freaky to read the memo describe how I was wooed (even manipulated, if you want to think of it that way) into commissioning the piece."
The command-and-control tone and tactics in the memo reveal a large company trying its best to reveal how much it allows its employees to speak their minds, while tightly controlling the message about that transformation.
The document is a must-read for students and practitioners of both journalism and public relations. Love it or hate it, you have to be impressed by the obsessive detail and military precision of the behind the scenes plans.
Take-away: Assume every document, e-mail or instant message you write may end up being published, or subpoenaed for a court case. Ditto for voice messages.
Tags: wired, microsoft, waggener edstrom, journalism, journalists, monitoring, leaked memo, chris anderson, fred vogelstein
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POSTED IN: Communication Plans, Media Relations, PR Tools
4 opinions for Wired and Microsoft - A Look Behind the Media Relations Curtain
Dave Traynor
Mar 28, 2007 at 11:53 am
A fascinating story. There are also some interesting update items on Anderson’s blog from the reporter and the Edelstrom exec. Stepping back from the specifics of the story, I’m intrigued by the way people respond to the issue in general. Some see it as “manipulation,” and call the PR document a “dossier.” The PR side prefer to see it as careful attention to detail to ensure that the interviews go well and that the end result is a “good” story.
I’ve been on both sides of this issue. As a political reporter, I was always acutely aware that my interview subjects often knew far more about me than would normally be the case. But as a PR practitioner, I recognize how important it is to get your point across in an interview, which often means anticipating what kind of questions will arise and how to deal with them.
I agree Eric, that the obsessive detail evident in the PR document is impressive but is it necessary? As so many of us in the business will say, “it depends.” If Microsoft is really becoming more transparent, it should be obvious, right? But even in the most transparent of companies, making sure you get your message out in a coherent way takes a lot of work. I expect most PR practioners realize the value of good hard work. And I suspect most reporters realize it as well. After all, they insist on it when they call for information.
Eric Eggertson
Mar 28, 2007 at 12:18 pm
I guess if you want to reach multi-million dollar billings, you have to write a lot of memos and reports…
I’m split down the middle on this. While I recognize how the preparation helps Microsoft approach the reporter (and the issue) with a clear message, the depth of detail on this one is pretty mind-numbing.
I’d be interested to hear someone who does a lot of billing and estimates put a dollar figure on the PR behind this one magazine article.
Considering this private document wasn’t intended for public consumption, the language used and the kind of research done on the reporter isn’t all that sinister. In fact, if no one at the PR firm knew what kind of stories the journalist had done, and what his preferences are, there would be a bunch of journalists criticizing the firm for being unprofessional.
In that respect, I don’t see a lot of ethical issues about a PR firm helping a company deal with what they obviously considered a major opportunity to get the right story in front of the right audience.
I’m sure they cringed, though, when the details of their subtle and not-so-subtle pressure on Wired and the reporter was revealed in this document as part of a carefully crafted strategy to influence the shape of the final article. Oops!
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