the media writes about companies or technologies that are innovative, game changing, cool, popular, controversial or scandalous. Companies that are feared, loved or admired get press - companies that aren't don't.
If you look at the press Microsoft is getting relative to its size (whether you choose turnover, profits, number of employees, market cap or any other metric) it's even worse. Microsofts market cap is $214 billion[1] and twitters is $1 billion[2], yet twitter receives twice as much press as Microsoft. If you factor in the fact that almost every technology consumer on earth has some sort of exposure to Microsoft (thus making it an obvious company to write about for the press) it's even worse.
This is a strong indication that Microsoft is neither feared, loved or admired. It seems like a company past it's prime.