Virgin Radio hires Taylor Herring for breakfast show

Virgin Radio has appointed Taylor Herring Communications to handle

consumer PR for its revamped breakfast show.



The agency has been taken on by the Scottish Media Group-owned station

to promote the show, presented by former Birmingham local radio DJ Daryl

Denham.



Taylor Herring joint-MD James Herring, who heads the agency's

four-strong account team, refused to disclose specific details of the

strategy, but said the agency would launch a campaign to raise public

awareness of the revamped show, 'initially directed at national tabloid

press and entertainment media'.



Denham's credentials include presenting the breakfast show on

Birmingham's Heart 100.7, and winning a Sony Radio Award for his work on

Sheffield's Hallam FM.



The account reports to Virgin Radio PR manager Russell Crouch, who

replaced former head of communications Charlotte Blenkinsop.



Blenkinsop left at the end of 2001 to undertake consultancy work and has

since started working three days a week as an adviser to the joint CEOs

at Weber Shandwick (PRWeek, 14 December 2001).



In September last year the station abandoned a consumer and trade PR

pitch for what were understood to be budgetary reasons (PRWeek, 7

September 2001).



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