Relations Group companyRadio campaigns for the public sector
Public bodies need to reach everyone, including people that official letters and government channels rarely reach. Radio, and community radio in particular, reaches audiences that other media miss.
Our work for NHS South used stations serving Pakistani, Bangladeshi, Black African and Black Caribbean communities to build confidence in COVID vaccination. We help you find trusted voices and put them on the stations your audiences already choose.
Why radio suits public information
Radio is trusted and familiar. A message from a local doctor or community leader, heard on a station people choose to listen to, carries more weight than a poster.
It also works at scale. A campaign can run across many local and community stations at once, with each interview shaped for the audience it serves.
Public sector campaign approaches
Campaigns for specific communities
Messages land better when they come from people the audience recognises. We match spokespeople and stations to the communities you need to reach.
Health and public information
Vaccination, screening and winter health messages work well when a clinician answers the questions people are actually asking.
Service changes and consultations
When a local service changes, radio is a quick way to explain what is happening and where people can find out more.
Recruitment drives
Campaigns to recruit staff or volunteers benefit from real people describing the work in their own words.
Public sector campaigns on air
Our two NHS South campaigns delivered 55 items of radio coverage across community stations serving the audiences the NHS most needed to reach.
Questions we get asked
Can you reach specific communities?
Yes. Alongside BBC and commercial radio, we work with community and specialist stations that serve particular communities. Our NHS South campaigns ran on stations such as Sunrise Radio, Lyca, Kemet FM and Ujima Radio.
How do you account for public money?
You agree a capped coverage budget and pay only for coverage that airs. Every campaign ends with a coverage report showing each item, the combined audience reach, time on air and the value of the coverage.
Can clinicians and officials take part without leaving work?
Yes. Interviews are done remotely over a studio-quality link, so spokespeople can join from the office or home. We schedule around their commitments and brief them on every station.
Planning a public sector radio campaign?
Book a call with Adam Cox, Chairman of Relations Group. Tell him what you want to get across and he will tell you honestly how radio could carry it.
or call 020 7158 0000