SEATTLE: T-Mobile has recently reworked its PR strategy on two fronts by issuing an RFP for its b-to-b work and reorganizing its communications team to strengthen external outreach.
Peter Dobrow, director of external communications at T-Mobile, said the company will continue to primarily focus on consumers, but also wants to publicize its offerings for small- to medium-size businesses.
“We're looking to really amp up the volume on that b-to-b front,” Dobrow noted. T-Mobile claims more than 33 million customers.
As T-Mobile's AOR, Waggener Edstrom currently handles the company's b-to-b outreach. This review, however, doesn't threaten WE's AOR status and the agency will continue its consumer PR work for T-Mobile.
“The b-to-b portion is a niche part of our business,” Dobrow noted.
Because this is the first time T-Mobile has done a review looking specifically for a b-to-b agency, WE – although it is expected to pitch for the business – is not considered to be the incumbent, he said.
In addition, T-Mobile recently merged external and internal communications, eliminating about five positions within internal communications.
“In today's communication landscape, what is communicated internally usually finds its way externally," Dobrow said. "So what we've looked to make sure is that the corporate communications team is realigned with that reality."
The seven remaining internal communications staff members will now also have external communications responsibilities and will act “as a bridge” between the two functions, Dobrow added.
With this added support, the external communications team doubles in size to 14 people. T-Mobile is also looking to hire additional staff with social media, public affairs, and marketing communications expertise, he said.