BT is poised to undertake a thorough review of the way it uses external PR support in order to ‘create more focus’, according to BT director of marketing services Amanda MacKenzie.
She said it expected to have any changes in place by the start of the financial year next April.
The review could see BT trim the number of PR agencies on its roster. MacKenzie ruled out expanding the number of agencies the telecoms giant uses across its various businesses but said: ‘We are pleased with the agencies we have. Over time we will focus more on leveraging the BT brand, which will have an impact on how we do PR. We have a powerful brand and should make the most of it.’
BT’s four-strong consumer roster is headed by Fishburn Hedges and also comprises Shine Communications, Bite Communications and Sputnik Communications. FH also works on corporate PR along with Lewis PR’s Octane division and Kazoo Communications.
‘We have a strong roster, but the challenge for us is to ensure we are utilising our agencies for the relevant work-stream,’ commented BT Consumer head of PR Damian Peachey.
As well as its core fixed-line business, the company’s offering includes BT Broadband, joint-venture internet business BT Yahoo! and BT Mobile, which last month marked its re-entry into the wireless market, two years after the BT Cellnet disposal.