Earlier this year research institute Motivaction and website Marketing Online conducted a simple yet interesting research among Dutch ICT and telco journalists. They asked them to judge telco companies and their press departments in The Netherlands.
It turns out that the accessibility and reaction speed of spokespersons are the most important aspects when judging telco companies.
The full list, from most to least important:
- Accessibility and reaction speed of spokespersons
- News value of press releases and quality of the information
- Knowledge level of the spokespersons
- Accessibility of the management
- Collaboration with and openness of the spokespersons
- Pro-active approach towards journalists
Not very shocking but it shows once again that it's all about the basic things. If you don't know how to manage your department and get your act together on the basic stuff, the media won't come to you anymore. In other words: if you're unable to respond quickly, 24/7 to journalists' requests, you're in trouble!
Not surprisingly ‘national pride' KPN Telecom topped the ranking, followed by T-Mobile and Vodafone.