MARKETING MIX: BT will only play with the big kids

If they’re prepared to put zillions of pounds of advertising behind the message, BT must believe that it’s good to talk. Strangely, however, the telecommunications giant has decided that it no longer wants to talk to small PR companies.

If they’re prepared to put zillions of pounds of advertising behind

the message, BT must believe that it’s good to talk. Strangely, however,

the telecommunications giant has decided that it no longer wants to talk

to small PR companies.



Last month, it sent out a complicated document headed ’Changes to BT’s

QSL affecting suppliers of Public Relations within Commodity Codes CFP,

CFW, CFJ and CFA’. Essentially, it laid down a string of size

requirements that all PR companies must fulfil if they want to work for

BT.



The literature went to all PR companies currently on the BT roster

informing them of its intentions to ’implement a phased restructuring of

the Qualified Supplier List (QSL)’. BT was clearly not prepared to

debate the matter, as it helpfully informed the agencies the existing

QSL had ’ceased to operate’ from October 1.



You’ll be pleased to hear that all BT’s PR companies must show ’an

ability and willingness to trade using English language’ - although an

ability to translate gobbledegook might be more useful.



One paragraph of the letter helpfully explains: ’Future purchases of

Public Relations with a value in excess of the relevant EC threshold

will be made via a tenderer selection list (TSL), which will be created

by the application of more relevant criteria than those against which

you have previously qualified.’ Come back Bob Hoskins, all is forgiven.



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