Wednesday, October 01, 2008
Microsoft, Dell and HP lag while Apple again tops the chart in tech PR
In my recent poll asking who does the worst PR Microsoft got the most votes, closely followed by Dell and HP. Google and IBM fared well but as with my poll on who does the best PR, Apple came out top by receiving no votes. I think this reflects the feeling by many practitioners that Microsoft is something of a PR machine and that it is struggling to throw off its image as a lagging tech brand when compared with the likes of Apple and Google. Equally the HP brand has lost much of its charm now that Mark Hurd (its CEO) has shown that his mantra is all about driving the finances of the business and less about making HP a leader. Dell meanwhile continues to struggle to find a meaningful niche beyond being a place people buy cheap PCs and servers. In short I think the poll reflects the fact that people admire large successful brands BUT they want a certain visible level of positive leadership. This is where Apple and Google clearly score well. Put another way, the measure of who does the worst PR is really no different to who does the best.