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There can be no doubt that radio and online media are increasingly recognised by PR professionals as offering solid broadcast PR opportunities. But has the industry's strategic approach towards radio and online changed much over the past five years?
Ask enough corporate PR specialists how they evaluate the success of the broadcast element of their communications strategy, and you will eventually come across a vision that would depress even those with just a limited knowledge of the metrics available: 'If the CEO requests extra copies of his fleeting...
To demonstrate the effectiveness of radio and online campaigns, PRWeek asked markettiers4DC to devise three initiatives for a fictional low-cost airline, working to a range of budgets from £15,000 to £100,000.
Radio campaigns involve far more strategic planning than just a day in the studio. PRWeek follows markettiers4DC on one of its recent successes for client Vodafone and its Formula 1 event for Ferrari.
Can the effect of radio campaigns be measured? PRWeek finds out why this sector of the PR industry must get to grips with proving its worth.
Whether online or on radio, brand-funded programming can carry more weight than standard advertising through the creation of editorial content.
Internet and radio sports news provider TEAMtalk is stepping up its communications efforts to fight a £10.2m hostile takeover bid launched earlier this week by online gaming firm UKbetting.
CONSUMER: The Independent Television Commission has redeveloped its website as part of an effort to improve its external communications. Features for the visually impaired and improved access to information will feature in the revamp.
Broadband internet supplier NTL Home has appointed Mere Communications to handle PR for its north-west operations.
Chrysalis Radio has revamped the websites for its Heart and Galaxy FM stations, with the aim of publishing more up-to-date and localised content.
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