Java’s PR Campaign About Meshing Timing and Control

In promoting the official launch in October 1996 of Java Enterprise Computing, Sun Microsystems Computer Co. recognized early on that cyberspace was key to its $1 millionplus, PR campaign rollout that began last fall. And its PR was based on a simple equation: timeliness meshed with control of the messages surrounding Java's capabilities. The $7 billion Mountain View, Calif., company, with the help of BursonMarsteller, sought to control how, when and where news about this new chapter in network computing was released.

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