INTERNATIONAL: Microsoft goes local in PR battle with Netscape

WASHINGTON DC: Microsoft’s retained agency Edelman PR Worldwide has proposed that the computer giant appoint local PR agencies in 12 key states in the face of an ongoing legal battle against rival company Netscape.

WASHINGTON DC: Microsoft’s retained agency Edelman PR Worldwide has

proposed that the computer giant appoint local PR agencies in 12 key

states in the face of an ongoing legal battle against rival company

Netscape.



The key states identified in Edelman’s proposal, for strategic reasons

including target audiences and local business partnerships, are believed

to be: California, Arizona, Florida, New York, Pennsylvania, Michigan,

Illinois, North Carolina, Ohio, Texas, Virginia and Wisconsin.



’It’s still a proposal and we are reviewing it,’ said Microsoft

spokesperson Jim Cullinan.



Following a suit filed by Netscape accusing Microsoft of damaging sales

of Netscape’s internet browser, the US Justice Department ruled last

January that Microsoft must hide the browser icon integrated into its

Windows 95 software. Microsoft appealed against the decision and appeal

hearings are being heard in Washington DC this week.



In addition, US government officials are believed to be considering

launching an anti-trust case against Microsoft on similar grounds.



Microsoft retains several agencies to handle its national PR in the USA,

including Edelman, which concentrates on public affairs issues in

Washington DC, Waggner Edstrom and Shandwick, both of which handle

product PR.



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