British Telecom (BT)
Corporate Profiling
Challenge
Operating in more than 170 countries, British Telecom (BT) is a leading provider of networked IT services, local, national and international telecommunications services, and higher value broadband and internet products and services.
BTs challenge was to build BTs local profile in Australia and awareness of its solutions offering in Australia.
Solution
The campaign focused on leveraging global expertise within the business, positioning executives as industry commentators and establishing their reputations with local media as thought leaders.
n2n secured thought leadership opportunities in top tier Australian media that focused on:
Tackling CSR with real budgets and tangible results.
Reducing climate change
Communications that make for a more inclusive society
Enabling sustainable economic growth.
As part of the campaign n2n also:
Drafted award entries
Secured executive profiling opportunities for visiting VIPs.
o For example, in late 2008 the Head of BT Health visited Australia and n2n created talking points, messaging and identified news-worthy topics to secure media interviews. By leveraging the topic of e-health, n2n was able to secure media interviews and coverage that showcased BTs global experience.
Results
The VIP profiling activities resulted in coverage in top tier media including The Sydney Morning Herald and Lateline Business.
As a result of award entries developed by n2n, BT was rated a Gold in the global Corporate Responsibility Index and a finalist in the ACOMMS Awards in 2009 for environmental responsibility.
BT was one of only three companies to be rated with Gold across all assessment categories in the Corporate Responsibility Index: corporate strategy, integration, management practice, environment and social performance and impact, and assurance and disclosure.
Challenge
Operating in more than 170 countries, British Telecom (BT) is a leading provider of networked IT services, local, national and international telecommunications services, and higher value broadband and internet products and services.
BTs challenge was to build BTs local profile in Australia and awareness of its solutions offering in Australia.
Solution
The campaign focused on leveraging global expertise within the business, positioning executives as industry commentators and establishing their reputations with local media as thought leaders.
n2n secured thought leadership opportunities in top tier Australian media that focused on:
Tackling CSR with real budgets and tangible results
Reducing climate change
Communications that make for a more inclusive society
Enabling sustainable economic growth.
As part of the campaign n2n also:
Drafted award entries
Secured executive profiling opportunities for visiting VIPs.For example, in late 2008 the Head of BT Health visited Australia and n2n created talking points, messaging and identified news-worthy topics to secure media interviews. By leveraging the topic of e-health, n2n was able to secure media interviews and coverage that showcased BTs global experience.
Results
The VIP profiling activities resulted in coverage in top tier media including The Sydney Morning Herald and Lateline Business.As a result of award entries developed by n2n, BT was rated a Gold in the global Corporate Responsibility Index and a finalist in the ACOMMS Awards in 2009 for environmental responsibility.
BT was one of only three companies to be rated with Gold across all assessment categories in the Corporate Responsibility Index: corporate strategy, integration, management practice, environment and social performance and impact, and assurance and disclosure.
