A recruitment document obtained by Computerworld has exposed how Telecom views its market position after last year's many difficulties and snafus.
The document says transformation to the "Next Generation Telecom" will occur during a period of widespread criticism and constant scrutiny.
"Right now our brand favourability is at an all-time low and antagonism towards us has heightened," the document reads. "What's more we're moving into an increasingly competitive landscape where (our traditional) rational product and cost advantages cannot be relied upon to attract and retain customers."
Telecom was unable to confirm the authenticity of the document when called this evening.
The document goes on to emphasise the need to connect with stakeholders "emotionally".
"Our future success will be less about what we say or how we say it, and more about how we make others feel about us."
The document, describing the role of internal communication manager, goes on to outline the need to transform brand perceptions and make communications with stakeholders more consistent.
"It will also see alignment and integration of our communications, so they're all part of the same broader consistent story," it says.