2012 was a defining year for the O2 PR team. It deployed a completely new comms model across the business, moving from product-led PR to campaigning on the issues that matter to its customers.
This approach saw it take a leadership position on helping employers realise the value of the unused native digital skills of the one million unemployed young people currently residing in the UK. It also campaigned for businesses to take greater responsibility for the privacy of the public’s data.
But it was its crisis response to two network outages that really won it plaudits. It responded to every single tweet it received, and took an irreverent approach to abusive messages; it gave hourly updates on how it was fixing the problem, put its CEO Ronan Dunne on Sky News (pictured) and the BBC and persuaded the business to give every customer, regardless of impact, a £10 O2 voucher to thank them for their support.
This led to 89 per cent positive sentiment in articles, despite the network crisis.
The result of this activity was a 43 point boost in O2's reputation in the 2012-13 period, according to RepTrak.
"The gold standard in crisis management, and a team that has effectively identified and organised for the digital age"
Jordan Stone Strategy director, We Are Social