A Public Relations Plan for Microsoft

Microsoft must respond to the open source movement, both the formal initiative and the growing number of adherents in the corporate and government worlds. Open Source Software is the most serious threat to current and future Microsoft revenues and is the theme for this proposed public relations campaign. Open Source Linux and Apache are taking leadership positions in computer centers. What is more worrisome is that Linux may become the operating system of choice in corporate client devices in the near future. If certain publics become strategic buyers of Linux, it is probable that Windows will be driven from the market. This is the conclusion of Casadesus-Masanell and Ghemawat (2005, p 3), two Harvard Business School professors.

Microsoft must establish effective communication channels with key publics to exchange understandings about Windows and Open Source. It must make sure, in honest discussion, that those publics are aware of the capability of both Windows and Open Source to fulfill needs and interests. If Microsoft does not do this, misconceptions or mistrust may influence decisions that result in the disastrous scenario of that Harvard study.

The main barrier to Microsoft for effectively communicating messages about open source, and managing the growing crisis is the lack of integration across the different public relations firms and 5,000 bloggers. Additionally, it is not apparent that Microsoft has organized its thinking about open source according to integrated marketing communication principles. The result is isolated messages about open source that are not targeted to specific publics. The isolated message do not use a strategy and tactics appropriate for each public. Wilson and Ogden (2004, p 138) say that targeting specific publics, and using a strategy and tactics appropriate for each public is the hallmark of strategic public relations planning.

Here is a link to the proposed PR plan: Microsoft Public Relations Plan

References
Casadesus-Masanell, R. and P. Ghemawat (June 6, 2005). Microsoft vs. Open Source: Who Will Win? Retrieved on March 31, 2008 from http://hbswk.hbs.edu/item/4834.html

Wilson, Laurie and Ogden, Joseph (2004). Strategic Communications Planning, 4th Ed. Kendall/Hunt Publishing Company.

Integrated Marketing Communications Plan for Clif Bar

The Clif Bar & Company (their Web site) frames its mission statement as the 5 Aspirations and these are published on their World Wide Web site. There is also a capsule summary on its product packaging: Better tasting energy bar; take care of our people, our community and our environment. The 5 Aspirations are:

• Sustain our planet: Have a small impact on the environment, even with growth
• Sustain our community: Be good neighbors – give back
• Sustain our people: Empowering work environment so employees live life to its fullest
• Sustain our business: Take time to grow properly to attain a longer corporate life span
• Sustain our Brands: Make what people need and never compromise quality

Products

Clif Bar produces 100% natural, 70% to 100% organic, high quality energy foods. These include both bars and drinks. They are designed by a competitive athlete to avoid the poor quality he had experienced with energy bars available in the late 1980s and early 1990s. Bad taste and sugar spiking were problems and still are with many competitive products.

The complete line of energy bars and drinks can be found at the following location (see Lineup ). Some of the more popular products are the Clif Bar, Luna Bar, zBar, and CLIF SHOT Electrolyte Replacement Drink.

Integrated Marketing Communication Plan

I firmly believe that expanding operations into the Hispanic market will provide tremendous growth for Clif Bar, and that is the premise of this marketing plan proposal. Advancing into new marketing territory in this case the U. S. Hispanic segment is consistent with Clif Bar & Company, ground breaking and a calculated risk.

The goal is to drive awareness and trial in an affulential segment of the Hispanic community. The following three overall communication objectives will provide the framework for all subsidiary marketing function goals.

Objective One: Cognitive path

To increase Clif Bar recognition to 90% of targeted affluential Hispanic segment

Objective Two: Affective Path

To create a brand personality for Clif Bar that is appealing to the targeted affluential Hispanic segment, one that is as upscale, high quality, healthy, and part of their lifestyle.

Objective Three: Behavioral path

To inspire 10,000 trials in the targeted Hispanic segment. Increase purchases of Clif Bar products by the targeted segment.

The grand strategy is to coordinate our Public Relations activities with Advertising, Sales and Trade Promotions, Direct Marketing and Media Planning so that they compliment and reinforce each other to create awareness. They will drive site visits to the Clif Bar interactive web presence for comprehensive relationship building with the customer. The proposal recommends utilizing print and Internet one-way media to create awareness and drive site visits to the interactive web site.

Finally, a master schedule ensures that all tasks are synchronized and that they do not interfere with or counteract one another.

More details on our strategies are provided in the complete proposal for an Integrated Marketing Communications Plan at Clif Bar Proposal.