Case study · Black Friday 2019

F-Secure

Relations Group ran a broadcast PR campaign for F-Secure around Black Friday 2019. A radio day of interviews put their spokesperson on air, securing 63 items of radio coverage with a combined audience of 4.5 million. Highlights included Sky News Radio, Radio News Hub and Jazz FM.

Part of Black Friday on air →
63Items of coverage
4.5 millionCombined reach
3h 57mTime on air

Coverage highlights

The story

F-Secure, Black Friday 2019

The angle
Ahead of the Black Friday weekend, 17% of shoppers said they would consider pulling a sickie to bag a bargain, and over one in five would shop on smartphones with no security software. GCHQ predicted about £30 million of consumer losses to online fraud.
On air
A cyber security expert from F-Secure
The result
63 items of coverage reaching 4.5 million, including Sky News Radio, Radio News Hub, Jazz FM, Panjab Radio.
Budget £4,000Delivered £10,900Above budget 172%On air 3h 57m

What the budget bought

£4,000
£10,900
£21,976
£65,928
16:1return on investment: PR value is 16 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 Black Friday

Black Friday is the day after American Thanksgiving, on the fourth Friday of November. It began as a US shopping event and is now widely used by UK retailers as the start of the Christmas sales, often running alongside Cyber Monday. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.

Planning Black Friday for 2026?

Black Friday next falls on Friday 27 November 2026. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

Book a call with the team