RomTelecom is the largest foreign investment of the OTE Group, and its largest investment in the Balkans. Prior to 2004, the intrinsic value of RomTelecom and in particular the dynamics of this investment,
RomTelecom is the largest foreign investment of the OTE Group, and its largest investment in the Balkans. Prior to 2004, the intrinsic value of RomTelecom and in particular the dynamics of this investment, which has a positive impact on OTE as the main stakeholder, were hardly known to the Greek public.
TREK Consulting undertook the assignment in the spring of 2004, and had to address a series of deficiencies in OTE's strategic communication policy which had allowed a climate of mistrust and low awareness of this major investment to develop:
- RomTelecom was considered to be the weakest element in the OTE Group, and to a large degree responsible for the fall in value of OTE shares in the stock market;
- RomTelecom was considered to have very high levels of corruption, was not widely recognized, and its intrinsic value was widely misrepresented;
- RomTelecom seemed to be a lost and distant cause;
- Rom Telecom seemed to lack strong management and face an uncertain future.
TREK Consulting undertook the systematic design of an awareness-raising campaign for OTE's investment, addressing Greek political and business circles. This included promoting the factors which make RomTelecom a healthy and profitable enterprise with immediate benefits for its stakeholders, in other words, the Greek public sector and the many small stakeholders of OTE.
Following a focused strategic design and systematic 'public awareness-raising' actions, TREK Consulting highlighted the characteristics of RomTelecom as a profit-making investment, both within opinion-making centres, and within business circles. Already, Greek public opinion is considerably more favourable towards RomTelecom, and views OTE's investment in Romania as a positive event.