How to Fail at PR, Based off Microsoft’s Xbox One Crisis

Microsoft recently proved that once you mishandle a brand crisis, it’s difficult to repair your reputation.

In Five Lessons in How NOT to Handle a PR Crisis: a Microsoft Case Study, Alex Maunder guides PR pros through each step of Microsoft’s failures after its audience responded negatively to the reveal of gaming console Xbox One.

Its biggest downfalls: conflicted and confusing responses to the media’s and consumers’ questions, and canceling its remaining interviews with the media. This left Microsoft vulnerable for its competitor Sony to jump in and promise consumers that the Playstation 4 would be a better purchase. 

Check out the video below, which Sony created after Microsoft announced it would restrict users from trading or sharing games with their friends.

Even after Microsoft reversed all its decisions that originally angered its customers, Maunder points out it has already become a communal joke to condemn Xbox One and Microsoft. Lesson of the day: PR must maintain a strong relationship and be transparent with their brand’s consumers at all times.

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2 thoughts on “How to Fail at PR, Based off Microsoft’s Xbox One Crisis

  1. Robert

    Well in all honesty Microsoft’s PR nightmare was all caused by the rather flawed vision of Don Mattrick and his arrogance towards gamers and the military servicemen. The always online vision was a major problem for those living in an area where they don’t have a stable internet connection, Adam Orth’s comment about these rural areas people live in started a major PR nightmare that resulted in him getting fired in order to save their own hides the idea he left on his own was probably an information fabrication.

  2. Pingback: How Microsoft Handled Public Relations Under Recent Challenging Times | PR Media

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