Case study · Small Business Advice Week 2013

Academy of Vocational and Professional Training

Relations Group ran a broadcast PR campaign for Academy of Vocational and Professional Training around Small Business Advice Week 2013. Interviews and on-air competitions put the brand on air, securing 79 items of radio coverage (65 interviews and 14 on-air competitions) with a combined audience of 3.2 million. Highlights included Northsound 2, Central Radio and Voice FM.

Part of Small Business Advice Week on air →
79Items of coverage (65 interviews and 14 on-air competitions)
3.2 millionCombined reach
3h 20mTime on air

Coverage highlights

The story

Academy of Vocational and Professional Training, Small Business Advice Week 2013

The aim
Academy of Vocational and Professional Training wanted to be the voice of authority in vocational education and soft skills.
The message
Soft skills are the new hard skills: accredited, internationally recognised certificates that get people qualified in days, not years.
The angle
During Small Business Advice Week, listeners were offered the chance to win a place at a jumpstart your business bootcamp covering social media, adding value, developing a USP and designing a business process.
The result
79 items of coverage (65 interviews and 14 on-air competitions) reaching 3.2 million, including Northsound 2, Central Radio, Voice FM.
Budget £5,000Delivered £7,575Above budget 52%On air 3h 20m

What the budget bought

£5,000
£7,575
£19,934
£59,803
12:1return on investment: PR value is 12 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