We're back! In the season 2 premiere, Shahar interviews Frank X. Shaw, Microsoft's Chief Communication Officer, to explore the evolving landscape of communications and brand reputation management.

Shaw reflects on his career journey from journalism and military public affairs to leading communications at Microsoft. He emphasizes the importance of storytelling in crafting compelling narratives, even amid challenges, and discusses how the discipline of communication has transformed with the fragmentation of media and rise of niche audiences.

Shaw delves into the concept of "evolution of influence", explaining how communicators must adapt to diverse platforms and influencers to effectively reach target audiences. He shares insights into Microsoft's strategy for staying "always on," including leveraging tools for real-time media monitoring.

Shaw also highlights the balance between data-driven decisions and human judgment in managing reputational risks, stressing the need for trust and innovation as core pillars of Microsoft's brand.

Timestamps

00:00 Frank Shaw on the Core Values of a Tech Brand

00:35 Welcome to Season Two of Always On

00:48 Meet Frank Shaw: Chief Communications Officer at Microsoft

02:46 Frank's Journey: From Journalism to Microsoft

05:05 The Evolution of Influence in Communications

08:44 Navigating the Complex World of Modern Communication

14:33 Microsoft's Approach to Risk and Reputation Management

23:31 Handling Crisis Communication

24:21 The Role of Company Values in Public Statements

26:49 The Importance of Company Culture

27:47 Understanding Microsoft's Stakeholder Universe

31:24 Organizing the Communications Team

34:24 The Impact of AI on Communications

36:12 Marketing and Communications Collaboration

40:44 The Evolving Role of the CCO

43:41 Balancing Work and Personal Life

44:53 Conclusion and Final Thoughts

Music by Alex Guz from Pixabay.

To stay current with corporate reputation trends and track perceptions of global companies and industries, visit groupcaliber.com.