PR Case Study : Re-establishing British Telecom’s leadership position in United Kingdom.

 Friends, Thank you very much for taking out time from your busy schedule to read my blog(s). Sharing knowledge with you has become my passion now. I feel encouraged after reading your feedback in the comments column. Please do share your views after reading the blog.

Today I’m very happy to present 103rd Blog a PR Case Study: “Re-establishing British Telecom’s leadership position in United Kingdom.”

Friends, British Telecom origins date back to the founding in 1846 of the Electric Telegraph Company, the world's first publics telegraph company, which developed a nationwide communications network. BT Group, formerly British Telecom, is a British multinational telecommunications holding company headquartered in London, England. It has operations in around 180 countries and is the largest provider of fixed line, broadband, and mobile services in the United Kingdom, and also provides subscription television and IT services.   

British Telecom as it came to be started in 1912, when the General Post Office, a government department, took over the system of the National Telephone Company becoming the monopoly telecoms supplier in the United Kingdom. The Post Office Act of 1969 led to the GPO becoming a public corporation. The British Telecom brand was introduced in 1980, and became independent of the Post Office in 1981. British Telecommunications was privatized in 1984, becoming British Telecommunications plc, with some 50 percent of its shares sold to investors. The Government sold its remaining stake in further share sales in 1991 and 1993.

EE is a British mobile network operator and internet service provider, which is now a brand within the BT Group. EE is the second - largest mobile network operator in the United Kingdom, with 26.1 million subscribers as of September 2021.

Deutsche Telekom and France Telecom announced plans to merge their respective UK ventures "T-Mobile UK & Orange UK" on 8 September 2009.  The merger was cleared by the European Commission on 1 March 2010 and was renamed to “Everything Everywhere Limited” in July 2010. Everything Everywhere was a joint venture between Deutsche Telekom and France Telecom. In October 2012 it was rebranded to EE at the same time while launching the UK's first 4Gmobile network.

On 15 December 2014, BT Group confirmed that it had entered into exclusive talks to buy EE for £12.5 billion. The deal was completed on 29 January 2016. On 1 February 2016, BT Group announced that EE will become a new consumer division within the wider group, alongside BT Consumer. On 1 April 2018 BT brought together its Consumer and EE divisions into a new unified BT Consumer division that operates three brands – BT, EE and Plusnet.

EE, now part of the BT Group, is the largest and most advanced digital communications company in Great Britain, delivering mobile and fixed communications services. EE has approximately 553 retail stores, and services more than 31 million connections across its mobile, fixed and wholesale networks. EE is the largest mobile network operator and internet service provider in the UK and runs UK's biggest and fastest mobile network, pioneering the UK's first superfast 4G mobile service in October 2012. EE's 4G coverage today reaches 90% of the UK geography and 99% of the population. EE's superfast fibre broadband service covers around 80% of the UK population, and ADSL broadband service covers 98.7% of the population.

Friends, when EE burst on to the UK mobile scene in 2010, it earned a lot of respect from technology industry influencers. With very clear messaging, strong storytelling, and a series of UK ‘firsts’ in terms of technology deployments, EE rapidly gained ‘leader’ status. Its market momentum culminated in its acquisition by BT in 2015. Although the newly formed entity was clearly still the biggest in terms of UK subscriber numbers and network reach, its overall engagement levels with influencers, post transaction, had reduced. BT decided to address this proactively by engaging CC group, a renowned PR agency, to re-energize its influencer communications and firmly re-establish itself as the UK’s leading converged network operator.

CC group is a B2B technology PR agency based in London, specializing in mobile & telecom PR, financial technology PR and clean tech PR. CC group’s B2B PR campaigns are entirely commercially focused. The company uses messaging, insightful content and media, analyst and digital channels including social media and SEO to drive awareness, generate sales leads, build value and, if required, position for exit.

CC group and BT developed a multi-pronged strategy to demonstrate BT’s leadership credentials across a range of areas. The first area of focus was the future, specifically the future of BT’s network. Objective was to establish BT’s network vision as the most advanced, compelling and complete in the UK, which was done through key messaging and content – slide decks and speaker notes, virtual event combined with Q&A, informal conversations amongst key influencers demonstrated BT’s commitment to both engagement and transparency, press release, blog content, influencer engagement i.e. industry analysts, follow-up briefings with subject matter experts, etc. CC group tested the messaging and content with a handful of influencers, making subsequent adaptations to ensure the story landed well in the desired media outlets.

Outcome of PR efforts

In terms of influencer engagement, more than 40 media and industry analysts attended the session. The event delivered 72 items of coverage with an online readership of 2.21bn, 1.83m estimated coverage views and an average domain authority of 73. The story was shared nearly 900 times across social platforms. The event was led by BT Consumer’s CEO and BT Networks’ CTO, with a range of subject matter experts on hand for the Q&A and subsequent deep dive interviews with media and analysts. The PR campaign was ranked as the most positive BT Group announcement because the BTs network vision demonstrated its leadership, credibility and transparency, while providing a platform for further, more focused communication.

Thank you for reading the blog.

Acknowledgment: Wikipedia & CC Group

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