Microsoft schooling Jobs and Schmidt?

Ironic that Microsoft's PR instincts would be superior to Google and Apple in the blogosphere. Steve Rubel points to David Kirkpatrick at Fortune describing the new, higher consciousness that superior companies must achieve. But for observers with long perspective, it comes as no shock. For all the mythology about Apple's warmth and fuzziness, and Google existing on a higher plane of abstraction, in reality it is Gates, Ballmer, & Co. who have best exemplified how PR fundamentals get implemented, with more or less steady success, year in and year out. Kirkpatrick, who has covered Microsoft for many seasons of Windows, bears witness. Yes, it was Microsoft, and not the ubercool Apple and Google, who intuitively sussed the PR impact of the blogosphere, where you get the PR you deserve at Internet speed.