BT Infonet - A highly focused trade programme on a small budget

Objectives

Ruder Finn worked with Infonet for over six years, acting as BT Infonet's primary global contact and strategic manager for PR activities across EMEA, North America, Latin/South America and Asia-Pacific. When the company was acquired by BT, Ruder Finn continued to support the merged company in its PR communications.

The campaign focused on strategic media and analyst relations and creating thought leadership platforms for senior executives around a range of industry hot topics. The PR programme was closely linked to the sales need to influence and educate multinational corporations about the BT Infonet offering. A case study and award programme was also run in tandem to the outreach programme.

During the period that Ruder Finn worked for BT Infonet, positive media and analyst coverage surpassed that of the company’s top competitor. The budget for UK activity was relatively small so activity was focused around hitting the key target events and publications and appearing in them every month. 

Results

Positive and consistent monthly coverage of BT Infonet in top-tier media targets such as:

• Financial Times
• Reuters
• Wall Street Journal Europe
• Total Telecom
• Telecommunications International
• Global Telecoms Business
• Computer Weekly