Iredale Communications was instructed by Orion Media to raise the company’s corporate profile, the profiles of its radio brands Free Radio and Gem 106, and to carry out pre and post event publicity for Free Radio Live, the station’s annual multi-artist music event. The objective was to target national, regional and trade publications to secure profile interviews, and stations’ news, events and soundbites from talent interviews to secure a consistent flow of news stories for targeted press. The overall aim was to raise the profile of Orion Media and its brands, supporting the ambitions of its Board to exit within five years.
Working as an extension of Orion Media’s marketing team from the offset, Iredale Communications began by targeting regional and trade publications using senior management for profile pieces, building strong relationships with local Birmingham publications and later achieving frequent coverage on station activity and events.
Working closely with radio trade contacts, Iredale Communications sensitively handled numerous presenter and senior staff signings and departures at both stations and wider corporate developments within Orion Media. Additionally we handled the announcement of quarterly audience listening figures (RAJAR) and Free Radio’s 2015 rebrand, assisting with identifying key messaging and key media targets.
With many talent and high profile interviews carried out by Gem 106 and Free Radio, we engaged our extensive network of national showbiz and entertainment journalists by delivering creative newsworthy stories that achieved regular, positive and high profile national exposure for the two radio brands.
Working with the programming and marketing team, we secured ample national pre and post-event publicity for the station’s multi-artist music event Free Radio Live for three consecutive years.
Throughout our three year relationship with Orion Media, Iredale Communications achieved a consistent high quality flow of national, regional and trade coverage amongst the desired audiences. Key highlights included front page stories in The Sunday Times and The Daily Telegraph, and a creative photo call with former Prime Minister David Cameron to highlight Free Radio’s support for the Stephen Sutton cancer charity.
On several occasions, quarterly audience listening results (RAJAR) demonstrated more people had been tuning in to the stations.
Orion Media was successfully sold to Kiss and Magic FM owners Bauer Media in May 2016 and we understand that Iredale Communications were influential in the brand’s growth story.
“I have been hugely impressed with the service you and your team have provided, without exception. I have dealt with a lot of PR folk in my time, both in-house and outside agencies, and I have long had issues with outside agencies, with the balance of their contact depth being weighed down by their inability to grasp the opportunities and identify and exploit them. You and your team have been frighteningly good – in helping to interrogate stories with huge skill, teasing out angles and getting them away in enviable volume in all the right places. What’s more your efficiency is just stunning – with you chasing us rather than the other way round! I have rarely had time to breathe before one of you has replied, whatever the hour. You are a high quality outfit who really produce results and are great to work with. You struck just the right balance between ‘telling us’ what we should do and allowing us to guide you. That’s a gift.”
David Lloyd, Content & Operations Director, Orion Media