On 29 July, Microsoft introduced its new operating system, Windows 10. You might wonder how much a PR agency needs to do for such a major update: surely it generates publicity all by itself? That is true. At the same time, we had a great deal to do. At Progress, we start with a basic principle: “Who says what to whom, in which situation and with what intended effect?”
The preparation
For six months, Microsoft’s communications team and Progress Communications worked towards 29 July 2015, sharing knowledge about Windows 10. Of course, we knew that most media interest would peak around the launch itself. But how do you ensure that journalists are equipped to tell their own Windows 10 story in the middle of summer, when half the Netherlands is on holiday? A story suited to the people they write, photograph and film for, and speak to?
Windows 10 has many audiences. On one side are all consumers, roughly aged four to 104, who use a computer. On the other are all business users, from sole traders to companies with thousands of employees, who use computers for work. And that is before we even mention developers. Each group has its own motivations, knowledge, interests and media platforms. We therefore had to communicate in dozens of different ways to connect with each audience and achieve the intended effect.
Engaging fans
Early in the year, the first Dutch journalists travelled to the United States for Windows 10 previews, helping to build engagement among fans. Meanwhile, in the Netherlands we continued working behind the scenes on plans, storylines and the Sway Windows 10 press kit. We continually added images, videos, stories, facts and figures from which every journalist could develop their own angle.
We also met the fans: Windows Insiders who had been testing Windows 10 for some time and sharing feedback to improve the product. One Dutch fan was even selected to visit Redmond! We also gave journalists and bloggers the opportunity to gather all the information they needed from Microsoft well ahead of launch.
A press event
Together with our sister agency Eventive, we organised a press event with Windows 10 information stations for developers, consumers and business users. These explored specific topics such as security, the Internet of Things and the Check-In points. Journalists and bloggers could choose the information and demonstrations most valuable to their readers.
In the run-up to 29 July 2015, we held numerous internal media training sessions to help Microsoft spokespeople articulate their messages. We also arranged interviews and sent journalists demo devices running Windows 10 previews.
Introducing Windows 10
And on 29 July 2015? The journalists already had their stories ready. Every outlet published from its own perspective. We provided an appealing visual to illustrate the upgrade to Windows 10: a Check-In point in a beautiful tram in Rotterdam, naturally, with its 010 area code. Consumers could download their upgrade there with assistance.
Are we finished now? No. A launch like this continues to generate facts, discoveries and questions. Microsoft’s press desk, staffed by Progress, responds to those questions and proactively shares new knowledge about Windows 10. There is more to come. We will keep you posted!
Stella
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