Microsoft: Promoting Digital Transformation in Myanmar

Microsoft's growth in Myanmar depends on businesses choosing to transform digitally, and on trusting Microsoft's products, from cloud services to artificial intelligence, when they do. Yet global Microsoft stories rarely spoke to the realities of Myanmar's business community.

The company needed a corporate communications programme that would localise and create stories capable of inspiring digital transformation, building trust in its products and celebrating innovation, consistently and over time rather than through one-off announcements.

Ruder Finn Era applies its corporate communications expertise as Microsoft's retained agency, working from a clear stakeholder engagement and media relations strategy. Through consistent outreach to target media, the team regularly consults with journalists on what would make an interesting Microsoft story, so coverage is shaped with the media rather than pushed at them.

The programme uses media relations, writing and other engagements to bring to life stories from inside and outside Myanmar that show the importance of empowering corporates through digital technology. The result is a steady, trusted presence for Microsoft in the business media, with full control of its messages.