We're back! Season 2 kicks off with one of the most respected voices in global communications: Frank X. Shaw, CCO at Microsoft. In this wide-ranging conversation, Frank discusses how a company as vast and complex as Microsoft manages trust, innovation, and influence in an increasingly fragmented and volatile world. He explains why doing nothing is sometimes the smartest move, how Microsoft navigates “permacrisis” with speed and precision, and why alignment between internal perception and external reputation is key to resilience.

From the evolution of influence to the rise of AI, from comms-marketing collaboration to internal consensus-building, Frank offers an unvarnished look at what it takes to lead communications at a company where everyone’s watching—and why staying grounded in purpose matters more than ever.

🔑 What you’ll learn in this episode

• 🧭 Why trust and innovation are the twin pillars of Microsoft’s brand identity—and the risks that threaten each
• 🧠 How to detect weak signals and decide when to stay silent in the face of emerging crises
• 🧰 The systems and structures Microsoft uses to stay “always on”—from 24/7 global issues management to predictive dashboards
• 🏗️ Why comms needs as much internal relationship-building as external influence
• 🧬 How Frank's team uses AI for measurement, insight, and experimentation—without losing the human judgment that matters most
• 🛠️ What it really means to “own” communications in a decentralized, highly matrixed enterprise
• 🎯 How to stay aligned on brand without being rigid—especially when your stakeholders span governments, gamers, and global developers
• 🌍 What it takes to navigate stakeholder expectations around societal issues without getting performative

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.