Heart in PR push to woo listeners

London radio station Heart 106.2 FM has appointed The Outside Organisation as its first PR agency for more than five years as it bids to woo listeners from 95.8 Capital FM.

Outside was appointed after a two-way pitch to handle consumer media relations, with a brief to boost the profile of celebrities that DJ on the station.

Heart 106.2, which launched eight years ago, is locked in a fierce battle with Capital for London listeners. It has not retained an agency since its launch, when it used MacLaurin Media for two years.

Outside, which last week appointed Capital publicity manager Vicki Brookes as deputy head of press (PRWeek, 26 March), will promote the celebrities that DJ on Heart’s Friday and Saturday evening Club Classics slot. It will also seek to raise the profile of other presenters, such as breakfast show duo Jono Coleman and Harriet Scott.

* MacLaurin Media has been appointed by Capital Radio Group to raise the profile of its commercial division.

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