Radiocentre steps up communications strategy in push to amplify audio

Radiocentre has promoted Sarah Gregory to the new position of Head of PR and Communications. Sarah’s expanded role from Head of Communications and Membership Marketing is part of Radiocentre’s increased emphasis on media relations and external storytelling. Her brief is to amplify the value of commercial radio and audio in an increasingly competitive media landscape.

Since broadening its remit in 2023 to encompass all kinds of broadcaster-owned and operated audio, including podcasts and on-demand streaming services provided by commercial radio, Radiocentre has focused on providing greater understanding and awareness of all elements in the evolving ad-funded audio landscape, developing initiatives such as its Advertising Amplified campaign.

In her new role Sarah will take the lead on all PR and communications activity, focussing on strengthening confidence in commercial radio and audio and using Radiocentre’s proven effectiveness research to solidify audio as a trusted and effective medium among the organisation’s core audiences. Uniquely among media trade bodies in the UK, the audience includes brands and advertising agencies, as well as government, policymakers, regulators and member broadcasters.

Radiocentre’s Client Director Lucy Barrett said:

“Our industry has invested, innovated and grown while remaining one of the most reliable and trusted environments for both listeners and brands. Sarah’s knowledge, energy and her attention to detail makes her perfectly placed to drive our determination to deliver our external narrative more clearly and widely.”

Sarah Gregory said:

“I’ve always been proud to work in an organisation that champions such a vibrant and creative industry, one that is widely trusted and loved by millions of listeners. I’m looking forward to helping amplify our voice further and ensuring the power of audio is even more widely recognised.”

Sarah has made a significant contribution across a broad range of marketing activity during her time at Radiocentre. Her work has spanned advertising campaigns, awards programmes, and events, as well as the organisation’s brand evolution following the merger of the RAB, CRCA and RACC. Most recently she has been managing communications, including the Advertising Amplified podcast, alongside membership marketing.