Case study · Small Business Advice Week 2016

Royal Mail

Relations Group ran a broadcast PR campaign for Royal Mail around Small Business Advice Week 2016. A radio day of interviews put their spokesperson on air, securing 52 items of radio coverage with a combined audience of 3.7 million. Highlights included Sky News Radio, Jazz FM and BBC Radio Ulster.

Part of Small Business Advice Week on air →
52Items of coverage
3.7 millionCombined reach
2h 27mTime on air

Coverage highlights

The story

Royal Mail, Small Business Advice Week 2016

The aim
Royal Mail wanted to offer editorial advice to small businesses during Small Business Advice Week and raise awareness of its parcel services for SMEs.
The angle
New research found 60% of UK small businesses do not export, potentially missing out on millions in revenue. For 26% the cost and complexity of customs is the main obstacle, although many non-EU orders fall below the threshold for customs duties.
On air
The head of Royal Mail Parcels
The result
52 items of coverage reaching 3.7 million, including Sky News Radio, Jazz FM, BBC Radio Ulster, BBC Radio Cornwall.
Budget £5,750Delivered £8,800Above budget 53%On air 2h 27m

What the budget bought

£5,750
£8,800
£13,209
£39,628
7:1return on investment: PR value is 7 times the campaign budget

Coverage delivered is the value of the items at the Relations Group rate card. AVE is what the same airtime would cost as advertising. PR value is three times the AVE. ROI is PR value divided by the campaign budget.

About Small Business Advice Week

Small Business Advice Week is a UK campaign owned and run by Relations Group, which holds it as a registered trademark. It has run since 2004, bringing together experts and businesses to give free advice that helps the UK's small firms grow and cope with tough times. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.

Planning Small Business Advice Week for 2027?

Small Business Advice Week usually runs in September; the 2027 dates have not yet been announced. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

Book a call with the team