WorldCom to overhaul pan-European PR

US telecommunications giant MCI WorldCom is overhauling its pan-European PR operations, as the European Commission prepares to launch an investigation into the company’s proposed pounds 80 billion merger with Sprint Telecom.

US telecommunications giant MCI WorldCom is overhauling its

pan-European PR operations, as the European Commission prepares to

launch an investigation into the company’s proposed pounds 80 billion

merger with Sprint Telecom.



The corporation is reviewing pan-European co-ordination, media relations

and public affairs, and is looking for a single agency to manage this

across 13 European countries.



It was confirmed by Angela Barker, MCI WorldCom’s director of corporate

communications that pitches were held in London on 22 February.



She would not be drawn on who took part but sources close to

negotiations confirmed that incumbent APCO, Brodeur Worldwide,

Countrywide Porter Novelli and the Weber Group Europe were in the

frame.



Luther Pendragon, which provides a full service to MCI WorldCom in the

UK, also advises the company on some pan-European issues, including

regulation, and targets the international press, but does not

co-ordinate media relations across the Continent.



A Luther Pendragon source said that the agency would continue

international liaison with senior executives at the corporation, rather

than have lots of people carrying out ’on-the-ground’ services across

Europe.



Public affairs, and in particular the work on the merger with Sprint, is

currently handled by APCO’s Brussels office on a project basis.



The reorganisation of MCI WorldCom’s European PR machine comes at a time

when its communications need to be more coherent than ever before.

Reports claim that the EC inquiry into the planned merger will delay the

outcome for at least four months.



MCI Worldcom is the US’ second-largest telecoms operator after AT&T.



It operates in 65 countries and posted net profits of pounds 1.7 billion

in 1998.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.