Most small businesses see the value of apprentices, but many do not understand how to hire one. For Small Business Advice Week, we helped XLN Telecom position its chief executive as a telecoms expert for SMEs with research released for the week: 77% of businesses do not fully understand the rules on taking on apprentices, despite 89% seeing their value, and a quarter of 25 to 34 year olds would choose an apprenticeship. We put the company's chief executive and founder on air across a radio day of interviews. The broadcast PR campaign secured 15 items of radio coverage reaching 4.1 million listeners, including Jazz FM and Sky News Radio.
XLN Telecom wanted to become the Small Business Advice Week 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 and Jazz FM.
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.
