MPT: An Extension of the Corporate Affairs Team

MPT is a very large organisation that, after decades as Myanmar's incumbent, suddenly had to compete with two well-funded international operators. Competition brought new pressure on every audience at once: consumers choosing between networks, business customers, journalists with more choice of stories, and a large workforce facing change.

MPT needed a partner able to plan annual communications strategies spanning online and offline channels, and to work inside the organisation with multiple departments rather than at arm's length.

Ruder Finn Era positioned itself as an extension of MPT's corporate affairs function. A large team with integrated specialties, from media relations and digital to creative and issues management, worked hand in hand with MPT's departments to bring a single set of messages to life.

Externally that meant consistent storytelling in print, broadcast and online media and across multiple social platforms, with a discipline of issues management that identified and defused potential problems before they became crises.

Internally the team supported strategy development, media training for executives and internal communications, so that MPT's leaders and staff could carry the same story as its campaigns. The relationship ran for more than three years.