How Microsoft blogging PR works
MS-Watch | at | by Mike
I had my first dealings with Microsoft PR in 1994, when I worked as technology editor for a life insurance trade magazine. In those days, Microsoft PR aggressively courted eWEEK and other high-tech "trade" news organizations. The trades' influence meant much to Microsoft. Most of the communication came from PR agency Waggener Edstrom, for which shorthand is Wagged.
The PR mechanisms would remain pretty much the same through the early part of the 21st century. However, Microsoft would spread its accounts among other PR agencies, primarily Edelman and Webber Shandwick. While Wagged would remain the main PR agency, the additional agencies created competition for account businessand not always in Microsoft's best interests. For example, Edelman scored a big coup in the early 2000s by wooing MacBU PR from Wagged. Edelman also handled PR for Windows Vista's launch, rather than Wagged, which is the main account holder for the Windows client business.