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Showing company’s local face pays off
Tuesday May 13th 2008. Posted: 09:45
In a global company with operations everywhere and a vast range of products and services, it’s great that BT has a team of people based in their regional and local communities - in the shape of BT Regions.
That’s the message from UK regions director Philip Young, who explains that it’s the job of BT Regions to represent ‘one BT’ across the country and to drive and influence regional strategies, policies and decision making, for both reputational and commercial benefit. Philip said: “It’s about engaging BT with key regional influencers and decision makers to reinforce the local face of BT.” In collaboration with other parts of BT, BT Regions people work with external organisations and key opinion formers to help promote and deliver partner projects across the UK. This, says Philip, includes addressing the significant regional issue of sustainability, with a clear link to BT’s own high profile digital inclusion, environmental and enterprise programmes and initiatives. BT Regions, now part of SC&P, uses an ‘ABC’ model to explain the role: A is for ambassadorial, B for brokering and C for channel. As Philip explained: “By ‘ambassadorial’ we mean that we are there to protect and enhance the company’s reputation and to influence key regional opinion formers in line with BT’s strategic goals. “Our ‘brokering’ role means we are able to bring together different parts of BT with relevant external communities so that there is truly a ‘one BT’ approach to engagement. This allows us to spot commercial opportunities and leads for any line of business as well as identify public sector funding opportunities.” “A key ‘value add’ is that we are able to bring the voice of the nations and regions back into BT - providing information and insight to every part of the business. At the same time we are able to deliver messages on important activities such as CSR and 21st century network. “I think there is a great opportunity for BT to weave itself into the fabric of our regional economies, not only taking our messages out but listening to what the regional audiences want and therefore aligning how we can work together.” For more about BT regions, go online.
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Last updated:
11:55