Helping Business Link reach out to small business
In 2003 the government devolved responsibility for regional SME support to the regional development agencies (RDAs). This involved Business Link taking on a new operational infrastructure - the brokerage model.
A shift in PR focus was needed to help Business Link reach its new business objectives, secure intensive ongoing relationships with Small to Medium-sized Enterprises (SMEs), increase its network of partners and demonstrate its commercial expertise.
Corixa developed a strategy that firmly aligned Business Link with the needs of today's SMEs, clearly demonstrating how the organisation adds value and improves business performance via a competitive, comprehensive range of services and support.
With media relations as the main PR activity, Corixa saturated influential media with evidence that Business Link understands SMEs and is an effective gateway for all manner of solutions to improve business performance. This incorporated:
- Topical issued-based comment via releases, telephone and face-to face briefings
- National and regional case studies
- Round table discussions linked into media partners
- Regular advisory columns, “
Expert Spotlight
” highlighting key issues and solutions
The success of this ongoing programme has seen it win two South West England PRide awards in 2005 and results include:
- Increased coverage by 25% year on year
- Increased number of attendees at workshops and proactive enquires
- Positive feedback from media audits
- Anecdotal evidence from business advisers that perceptions were changing
Jo Minnaar, marketing manager at Business Link says:
“Working with Corixa Communications has been one of the easiest and most productive relationships I've ever had with a communications agency. They have an intelligent understanding and insight into business, and always deliver on target. Anticipating the latest trends and issues, they are proactive without having to be prompted. Since working with Corixa Business Link in Berkshire and Wiltshire's public relations has consistently been delivered authoritatively, on message and continues to be well received by both the media and its audience
”
