CJAM has propelled its client TyreSafe to a top speaking slot on Radio 4’s popular ‘You and yours’ show. Speaking with presenter Peter White on the subject of part-worn tyres, TyreSafe chairman Stuart Jackson explained the dangers arising from driving on part-worn tyres, while highlighting that many of the 4m used tyres sold in the UK each year are not properly checked or labelled prior to sale. He also referenced the poignant example of Keith Johnston, a driver who was paralysed in an accident earlier this year, partly due to driving on part-worn tyres with insufficient tread depth.
“The Radio 4 interview with TyreSafe reached a diverse audience of highly discerning listeners,” comments Christine Joyce, Managing Director, TyreSafe. “It provided an invaluable opportunity for the organisation to raise awareness of the dangers implicit in buying part-worn tyres, reinforcing this important campaign as well as highlighting the importance of tyre safety in general.”
Radio coverage is a highly effective means of conveying a client’s message, and can often be overlooked as a medium. We recommend radio campaigns for awareness, thought leadership and promotional campaigns. Here are some of the reasons why:
- Enhancing credibility – Radio news is perceived to be more trustworthy than stories that appear in the national press. People sometimes associate particular political biases with national newspapers, whereas radio stations are generally perceived to be objective in their narration of news and events. Radio presenters are often well respected and trusted by listeners, who trust and value their opinions.
- Reinforcing brand values – Speaking on the radio helps to reinforce the personality of your brand, particularly in the case of talk shows. These tend to be interactive and take the form of a conversation, which is often more engaging from a listener’s point of view than a serious news broadcast.
- Building relationships – Reaching audiences on a more direct, human level allows companies and organisations to build relationships with both existing and potential customers. This can be particularly effective for local or regional campaigns. We recommend tailoring stories to suit the location of the audience in order to increase its appeal and relevance.
- Widely accessible – Radio is the only truly portable medium. People listen to the radio at different times throughout the day, whether it’s waking up in the morning, driving to work, at a café at lunch time or at home in the evening. The digital radio revolution also means that listeners can ‘tune in’ via their phones or online.
- Cost effective – Radio PR is far more cost-effective than radio advertising, which is often expensive and suffers through lack of credibility. If a presenter believes a story will enhance his or her show or benefit listeners, they will actively endorse the message by making it a talking point during their show.
Radio 4 counts millions of listeners each week and is among the country’s most established and respected radio stations. CJAM is on standby to approach this and other stations again with further newsworthy stories as they arise. Please don’t hesitate to contact us on 01787 226995 if you have a message you’d like to communicate to radio listeners.
