Marketing and PR can only do so much to improve the image of a company or product. That company or product actually has to have great core values or qualities.

Microsoft is forcing OEM's to pay licenses for using open sources operating systems, they're throwing mud against competitors in the media and in social media, and there's still this very real feeling that Microsoft hasn't shaken off the "evil" attitude and culture inside the company.

New pretty colors on its OS and hiring better PR people aren't going to help with that. The company need to change from the inside-out, not outside-in.