Frank X. Shaw

Chief Communications Officer
Microsoft
US

When Frank X Shaw joined Microsoft in 2009 as its head of communications, it was perhaps one of the most seamless agency to in-house transitions the industry has witnessed. One of the reasons for that, of course, was Shaw’s former role as president of the Microsoft account at WE Communications where he spent most of the first two decades of his career. In essence, this meant Shaw had spent nearly his entire career learning every facet of Microsoft’s business.

This knowledge has been integral in his role as head of global communications, seeing the tech giant through major changes — not only in its management but also in its overall business strategy. Which probably helps to explain why Shaw is only too happy to take Microsoft critics to task on social media. Recent challenges include multiple rounds of layoffs and a security breach tied to a Russian hacking group, but amid considerable transformation, Shaw’s institutional PR insight remains unparalleled and has yielded considerable benefit to the company —and stands as a notable example of reputational stewardship for the industry-at-large.

Can you share a moment in your career when you saw PR's direct impact on business performance?
This year the team did a great job with the Copilot Plus PC announce. As a direct result, we got tons of buzz at Computex, and strong pre-orders.

What are the communications industry's biggest challenges and opportunities in the year ahead?
Dealing with the rise of authoritarian leaders.

What have you most admired about the communications industry over the past year, and what has disappointed you?
We all need to do more to stand up for facts and truth.

How have you switched off from work and maintained wellness over the past year?
I commute to work on a bike.

Which book/movie/TV show/podcast/playlist/other cultural source has helped you get through the past year or provided inspiration?
I love ‘Nobody Asked Us’ with Des and Kara, a podcast about running.

If I wasn't working in marketing/communications, I would be...
In better shape.