Seems like the Microsoft reporters are questioning the behemoth company in what I’d classify as a poorly executed, really good idea. In case you missed it yesterday, as Google pushed its CapGemini news, Microsoft’s PR team sent a list of ten questions that reporters should ask Google.

At the core, I think this list is great idea. In fact, it’s one I’ve used successfully in the past (even, at one point, against Microsoft). I love when PR can be get creative around competitors’ launches. Some of my favorite clips involve getting clients quoted in their competitors’ news coverage. BUT — and that’s a big but — there are two key things to consider before using this tactic:

  1. Make sure the competitive news warrants this type of outreach. If not, you may end up appearing either worried about the news, or (worse) you’ll end up promoting news that otherwise may have been ignored. Based on the coverage, I think Microsoft gave reporters the impression they were nervous about Google in this space. That may have been true, but several “friends of Microsoft” sensed that and included it in the news (score one for Google).
  2. Make sure you’re hitting on the right points. And do your homework. More than one of Microsoft’s challenges to Google are ironic. I’m not an expert on the subject, but I’m pretty comfortable saying that Microsoft has a reputation for delivering products late, half-baked and full of bugs. Maybe they should have focused on other areas. The list has a “pot calling the kettle black” feeling … so much so, that one Microsoft reporter called them on it and actually addresses why each point is filled with FUD. In one case, it looks like Microsoft’s PR team didn’t even verify the availability of tech support (score a few more for Google).

That said, I still love the concept! How about you: Have you ever used a PR tactic like this? Did it work?