Traditional Media Presents New Opportunity

The rise of social and digital media as a means to reach publics has been well documented throughout the world of public relations. We must not, however, turn our back on what are considered to be traditional media outlets. The launch of two new national commercial packages by media owner Bauer Media has reinstated radio as an effective means to reach local audiences, creating opportunity for public relations.

In recent years there have been numerous changes within the radio industry; one outcome of which has been the decline of truly local radio stations, resulting in difficulty for public relations practitioners aiming to reach local publics. Bauer Media have taken steps to reverse this trend by introducing 'Bauer Place' and 'Bauer Passion', two new commercial packages last week (14^th April, 2011).

Bauer Place

Bauer Place is a portfolio of radio stations which are intended to champion local communities, striving to deliver relevant local programming and to unite listeners in their local area. The ability to reach publics through local radio allows practitioners the opportunity to customise campaigns to reach and engage directly with local communities in specific geographical locations.

One example of the use of radio in the promotion of a local campaign is The City of Edinburgh Council 'Foster Me, Foster Us' campaign which will run on local station Fourth One for sixteen weeks. The radio station has been targeted in an attempt to reach Edinburgh audiences, reminding local people that there are children in the city who require loving families.

Stations encompassed in the Bauer Place portfolio reach 8.7 million listeners on a weekly basis and dominate all prominent cities across the UK. The portfolio boasts some of the most influential local stations including; Magic 105.4 in London; Fourth One in Edinburgh; and Key 103 in Manchester. As a public relations practitioner aiming to target a local audience, it is likely that using stations in the Bauer Place package will enable the creation of stronger local connection.Click here for a full list of Bauer Media brands.