PR Week published a story today stating that as UK businesses scramble to keep up with the demands of the internet, new research suggests radio remains much more influential. Their report about the 'Thought Leadership ­Index 2009', compiled by TLG and based on a poll of 1,000 opinion leaders consisting of chief executives and other business leaders, permanent secretaries across Whitehall and leaders in media and the public sector, found that radio had more influence than any other media on corporate reputation. Television came second and print third, while online languished in fourth place, with BBC ­Radio 4 Today programme being seen as having far more impact on a company's reputation than any other ­media title.

This latest research demonstrates what we have continued to champion, that of the power of radio and its closeness to its listener can translate in to trust and hence impact on a brands reputation.

However, it would be an oversight to not also consider the power of this same medium on a local and regional level and the fact that the same closeness that exists between a national programme and CEO's can also be seen with local presenters and its local audience. The distance between the radio and the listener is as close as ever and continues to present huge opportunities for organizations wanting that cut through amongst the ever increasing routes to our decision making process.