BT appoints Ferrara for corp PR push

Telecoms giant BT has drafted in former Brodeur Worldwide client services director Ellen Ferrara to spearhead a PR blitz for its Major Business division.

Ferrara, who joined last week in a newly created head of PR position, will seek to get Major Business - a £4bn turnover arm within BT Retail - featured more regularly in IT and business publications.

The division - which has an annual marketing budget of more than £35m and employs around 100 marketing staff - supplies BT services to major corporations such as Consignia and Unilever.

Ferrara, whose own PR team has three staff, said: 'We wanted to kick (the PR) up a level - to be more strategic and proactive'.

'We have been very good at getting a steady flow of news - what I want is more thought-leader pieces and feature articles. I want to get the big thinkers in the company into business magazines,' she added.

Ferrara, who reports to marketing director Stuart Hill, said she would also seek to 'explain to the media how ICT (information and communication technology) helps businesses'.

Ferrara will have access to agency assistance - the main public realtions consultancy retained for Major Business is Fishburn Hedges - but said that it was 'way too early to say' whether she would seek additional external support.

Ferrara left Brodeur - which she joined as associate director in May 1999 - in January. She formerly spent eight years in a variety of communications roles at computer services firm EDS.

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