AT&TEIU White Paper Programme Showcasing A Thought Leader

The AT&T/Economist Intelligence Unit (EIU) White Paper Program, launched in Europe in 2003 and expanded globally in 2004, is comprised of four research essays (security, remote working, business continuity and VOIP) that illustrate AT&T's position as a worldwide networking leader. AT&T needed public relations support to promote the company as an industry thought leader and technology trendsetter whose key executives are developing cutting-edge content.

Peppercom began by establishing credibility for the essay program by surveying 250 Fortune 2000 executives from around the world, including non AT&T customers. We also interviewed, at length, 10 non AT&T customers, such as industry analysts, alongside AT&T executives and customers. Next, leveraging EIU's solid reputation and global reach, Peppercom created a series of regional media briefings that were co-hosted by local AT&T executives and EIU researchers. Locations included major cities such as New York, London, Paris, Hong Kong, Sydney and Singapore. Finally, we distributed the findings to the AT&T sales force, customers and prospects and coordinated the timing with media briefings.

The White Paper Programme became one of the most cost-effective and successful PR initiatives in AT&T's 125-year history, generating more than 1,000 clips around the world. Key clients and prospects downloaded the papers 3,000 times, resulting in 20 direct-sales leads. The content has also been repurposed in a variety of ways: on AT&T's website, in speeches, presentations and reference material for bylined articles.