Radio packs biggest PR punch

Companies should not neglect the power of traditional PR channels as they scramble to get on the social media bandwagon, according to a study which reveals that radio outperforms digital as the medium with the most influence.

Leading PR and branding consultants TLG published the surprising results of its Thought Leadership Index for 2009, which found that radio had the biggest influence on corporate reputation of all the media.

In fact the online still has a long way to catch up on the PR impact of other established channels, languishing fourth in the poll behind television in second and print in third.

The survey, compiled from responses of more than 1,000 business leaders and senior figures in the media and public sector, suggested that TV and radio owe much of their sway to flagship news programmes such as BBC Radio 4 Today, the BBC News at Ten and Channel 4 News.

Amongst print publications, respondents ranked more serious print titles such as the Financial Times and Daily Telegraph as the most influential.

A similar pattern emerged online, with the BBC and Financial Times websites cited as having the most impact.

It is undeniably clear that the internet has ushered in an exciting new era of opportunities for public relations. However, the survey serves as a reminder to PR agencies that, despite the arrival of digital, traditional media are still their bread and butter.