Case study · Small Business Advice Week 2017

XLN Telecom

Relations Group ran a broadcast PR campaign for XLN Telecom around Small Business Advice Week 2017. A radio day of interviews put their spokesperson on air, securing 15 items of radio coverage with a combined audience of 4.1 million. Highlights included Sky News Radio, Jazz FM and Central FM.

Part of Small Business Advice Week on air →
15Items of coverage
4.1 millionCombined reach
1h 49mTime on air

Coverage highlights

The story

XLN Telecom, Small Business Advice Week 2017

The aim
XLN Telecom wanted to become the Small Business Advice Week 2017 telecoms partner and position its chief executive as a telecoms expert for SMEs.
The message
Apprenticeships should be front of mind for small businesses: most see their value, but many do not understand how to hire an apprentice.
The angle
Research released for Small Business Advice Week found 77% of businesses do not fully understand the rules on taking on apprentices, despite 89% seeing their value. A quarter of 25 to 34 year olds would choose an apprenticeship.
On air
The company's chief executive and founder
The result
15 items of coverage reaching 4.1 million, including Sky News Radio, Jazz FM, Central FM.
Budget £3,000Delivered £5,650Above budget 88%On air 1h 49m

What the budget bought

£3,000
£5,650
£26,873
£80,618
27:1return on investment: PR value is 27 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