Why Microsoft and Nokia Now Have an Uphill PR Battle

2014-05-02 by Ronn Torossian

nokia microsoftIt was supposed to happen sooner, and it was supposed to have an earthshaking impact on the consumer mobile market. Neither of those predictions came to pass, and now that Microsoft has finally got Nokia’s device unit under its wing, the software giant has a lot of ground to make up, in both market share and consumer confidence.

Ronn Torossian, CEO of 5WPR in NYC, says Microsoft has weathered PR problems before, but now  consumer PC sales are plummeting, and the mobile market is more than taking up the slack. Not only are people who used to buy PCs now investing in hand held devices, consumers who never did “get” the personal computer are grabbing tablets and smart-phones in droves.

Microsoft freely admits it came late to the game – and its early forays into the market offered a less than stellar track record. Bringing Nokia into the fold instantly vaults Microsoft into a second place position in mobile device manufacturing, with about 14% of the market, but its Windows OS is lagging far behind industry powerhouses Apple and Samsung. Since the acquisition, Microsoft is predicted to see its OS grow faster than any competitor, but, four years from now, it is still only expected to account for about 7% of the market. If that’s the silver lining, Microsoft has some work to do.

From a public relations and a market strategy position, Microsoft is starting off on the right foot.

The mobile first and cloud first approach is new for Microsoft, and from a PR perspective, a major shift in their consumer brand understanding. Major, but definitely necessary. The world is no longer tethered to anything, and Microsoft must shed its “family PC” image if it hopes to compete in the present and future of the consumer computing marketplace.

PR companies with experience working with the Nokia brand include Cohn & Wolfe, Text 100, Ogilvy PR & APCO Worldwide.

About Ronn Torossian

Ronn Torossian is the Founder and CEO of 5W Public Relations. He is an experienced leader in the public relations industry with over 20 years of experience. Ronn Torossian has been named as Public Relations executive of the year by the American Business Awards, and has run countless award-winning Public Relations programs.

Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 200 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities