The challenge
To monitor perceptions of BT’s corporate reputation amongst UK and international opinion former audiences, and to help improve this reputation and BT’s specific corporate communications. Additionally, to identify strategic expectations of the technology industry amongst senior opinion formers, in order to assist BT in its future strategic direction. This includes understanding the different relationship and views held by various audiences – for instance, MPs, regulators, media, analysts and captains of industry – in 17 countries. A key challenge is simply achieving feedback from this most senior global audience.

Our approach
The study is held annually, and comprises more than 700 interviews with CEOs, regulators, legislators, media, analysts etc. in the UK and its regions, Europe, Asia Pacific and North America. RSM employs a highly skilled team and a carefully developed approach to achieve telephone interviews – which vary from 10 minutes to an hour – with this senior, hard-to-reach audience. This includes a personal report of key findings for all respondents. The study is reported at several levels of granularity – including specific audience and country – using a series of presentations and workshops to develop insight and action with BT.

Real results
Perceptions of BT’s corporate reputation have steadily improved over the six years that the study has been running. The study has enabled BT to understand the communications approaches that are most appreciated by different audiences, as well as identifying the information that each audience welcomes (and the information it does not). Specific messages are recommended, and areas where perceptions of BT are weaker are carefully identified. The study also enables BT to understand where opinion formers believe the industry should be heading, and their expectations about what BT should be addressing in this wider strategic context.