Public relations: The integrated communication tool in the launch of a new software operating system – A case study

This paper examines how PR can be used effectively to educate and excite a market prior to the launch of a new product by showcasing the launch of Microsoft’s new software operating system Microsoft1 Windows1 XP, in Australia and New Zealand. It discusses the importance of a clearly‐defined role for PR within a broader marketing campaign and outlines how PR can complement and enhance other marketing efforts. Insight into how to reach new audiences is also provided along with some tips and examples of using a variety of PR tactics from celebrities to competitions to get people to take notice of your product.