Case study · Lawrence Barton DL
Eighteen months as a fixture in FE News and FE Week carried Lawrence to the Radio 4 Today Programme.
We turned a business leader's sector knowledge into a BBC Radio 4 Today Programme interview, 68 pieces of coverage and 3.8 million readers reached, making him the FE sector's most-quoted voice on apprenticeship reform.
pieces of coverage
outlets and editions
country
audience reach*
Month by month, title by title
Every cell a month, shaded by pieces
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Every month of the programme, shaded by pieces published; 23 of 120 carried at least one. FE News carried a piece in 23 of 120 months, 9 of them its own — not a monthly fixture. 2 pieces carry no publication date and are marked undated in the index.
Outlet by outlet
- 01
142019-07 to 2024-02DA 55 - 02Birmingham Mail102020-07 to 2023-05DA 89
- 03
72019-05 to 2020-04DA 56 - 04BBC52020-06 to 2023-05DA 95
- 05ITV News Central32014-03 to 2021-02DA 90
- 06Express & Star22020-07DA 73
- 07
22022-08 to 2024-02DA 58 - 08
12020-03DA 95 - 09MSN UK1undatedDA 94
- 10
12020-07DA 93 - 11LBC12021-02DA 77
- 12Business Live12020-08DA 69
12 of 28 outlets shown, ranked by pieces of coverage; the other 16 outlets carry 16 pieces between them and are listed in the index. 2 social reposts (Heart and Capital Midlands News) are counted in the total but not ranked as a masthead.
The brief
The brief
Appointed in 2019, Bridgehead was tasked with establishing Lawrence as a recognised thought leader in the skills and further education sector, repositioning his public profile to better reflect his entrepreneurial and commercial expertise alongside his high-profile community leadership roles.
An entrepreneur, community leader and Deputy Lieutenant of the West Midlands, with extensive commercial experience in the hospitality and skills and training sectors.
Objectives
- 01Raise awareness of Lawrence's commercial expertise within the skills and training sector.
- 02Establish him as a credible commentator on apprenticeship and FE reform.
- 03Increase visibility among business and training sector stakeholders.
- 04Support new commercial and advisory opportunities.
The approach
How we approached it
A thought leadership-led media programme, placing regular opinion-led content and reactive commentary in sector media, built on Lawrence's expertise in skills and training reform.
Sector opinion platform
We placed Lawrence as a regular contributor to FE Week and FE News, the sector's two most-read publications, building name recognition among the training providers, colleges and policymakers he needed to reach.
National media step-change
As Lawrence's profile grew, we secured a BBC Radio 4 Today Programme interview alongside commentary in the Daily Express, taking his reform-focused views to a wider policymaking and business audience.
Personal website
We developed a dedicated personal website showcasing his commercial expertise, community leadership and policy knowledge, acting as a central hub for media enquiries and stakeholder engagement.
The results, 2014-03 to 2024-02
66 pieces across 1 country
pieces of coverage
outlets and editions
country
continent
broadcast hits
estimated readers*
audience reach*
*audience reach and estimated readers, Portal Coverage Builder, September 2026. Portal Coverage Builder: one audience-reach figure per outlet domain (the maximum reported), summed across every domain; estimated readers is the sum of views across every piece. Figures reproduce the portal's own method exactly; a title that carries several pieces is counted once for reach (its highest reported figure) but every piece counts toward readers.
PIECES PER MONTH, 2014-03 TO 2024-02
The August 2019 spike of 7 pieces is the busiest month in the book. Months with no coverage stay at zero. 2 pieces carry no publication date, sit outside this chart and are marked undated in the index.
On air
1 broadcast and video item from 1 broadcaster in Manchester.
Gaydio, Manchester
“Untitled”
Broadcast, 6 Jul 2020
Index of coverage
All 66 pieces, by outlet
BBC
5 pieces · DA 95Thousands gather for Birmingham Pride · United Kingdom
27 May 2023
Birmingham LGBT venues to boycott World Cup games · United Kingdom
14 Nov 2022
(headline unavailable) · United Kingdom
24 Feb 2021
(headline unavailable) · United Kingdom
11 Aug 2020
(headline unavailable) · United Kingdom
23 Jun 2020
LBC
1 piece · DA 77(headline unavailable) · United Kingdom
24 Feb 2021
Business Live
1 piece · DA 69(headline unavailable) · United Kingdom
3 Aug 2020
Bdaily
2 pieces · DA 58UK’s leading property management service provider announces partnership with top West-Midlands based apprenticeship training provider · United Kingdom
5 Feb 2024
Leading national recruitment firm bolstering its own workforce with new apprenticeship scheme · United Kingdom
16 Aug 2022
FE Week
7 pieces · DA 56Revealed: Training providers supporting new Nightingale hospital · United Kingdom
17 Apr 2020
(headline unavailable) · United Kingdom
31 Mar 2020
How the FE sector is adapting to the coronavirus crisis · United Kingdom
27 Mar 2020
(headline unavailable) · United Kingdom
18 Jan 2020
AoC responds to chancellor's £400m FE funding boost · United Kingdom
31 Aug 2019
Additional funding for skills must also be met with reform · United Kingdom
2 Aug 2019
Devolution is being mismanaged and delayed · United Kingdom
26 May 2019
Gaydio
1 piece · DA 47(headline unavailable) · United Kingdom broadcast
6 Jul 2020
FMJ
1 piece · DA 45Premier Support Services enrols with UK Skills · United Kingdom
6 Feb 2024
Lichfield Live
1 piece · DA 44Lichfield recruitment company launches new apprenticeship scheme · United Kingdom
16 Aug 2022
Comment Central
1 piece · DA 39(headline unavailable) · United Kingdom
7 May 2020
Gorgeous Radio
1 piece · DA 17Lawrence Barton appointed as Birmingham’s first Night-Time Economy Champion · United Kingdom
10 Nov 2022
BBC News
1 piece · DA 95(headline unavailable) · United Kingdom
20 Mar 2020
Daily Express
1 piece · DA 93(headline unavailable) · United Kingdom
1 Jul 2020
Birmingham Mail
10 pieces · DA 89Massive party expected in city as 100,000 people to fill streets · United Kingdom
24 May 2023
Calls grow to pedestrianise Gay Village to tackle hate crime · United Kingdom
17 Jan 2023
211 fined in Gay Village as cars cover pavements on 'lawless' street · United Kingdom
4 Jan 2023
A champion of Brum nightclub's and bars during the night is named · United Kingdom
14 Nov 2022
'Shameful homophobic incidents show struggle for equality far from over' · United Kingdom
31 Oct 2022
Brum nightclub boss' urgent blueprint to save city's nightlife · United Kingdom
18 Aug 2022
This year's Birmingham Pride geared to be the most special yet · United Kingdom
3 Aug 2022
(headline unavailable) · United Kingdom
25 Sep 2020
(headline unavailable) · United Kingdom
11 Aug 2020
(headline unavailable) · United Kingdom
5 Jul 2020
TrainingZone
1 piece · DA 56(headline unavailable) · United Kingdom
13 Sep 2019
FE News
14 pieces · DA 55UK’s leading provider of property management services announces partnership with top West-Midlands based apprenticeship training provider · United Kingdom
5 Feb 2024
Leading national recruitment firm bolstering its own workforce with new apprenticeship scheme · United Kingdom
16 Aug 2022
Show young people the vital role the social care sector plays to solve its acute skills crisis · United Kingdom
10 Sep 2020
Are we training enough people for our NHS? Episode 6: #SkillsWorld LIVE · United Kingdom
30 Apr 2020
Apprenticeship tutors step-up for frontline service to ensure Birmingham NHS Nightingale Hospital remains operational · United Kingdom
15 Apr 2020
£1.2 billion wasted on ‘fake apprenticeships’ - Sector Response to EDSK 'Runaway Training' report · United Kingdom
3 Jan 2020
Labour announces plans to “throw open the door” for adults to study and retrain throughout their lives · United Kingdom
12 Nov 2019
(headline unavailable) · United Kingdom
12 Sep 2019
(headline unavailable) · United Kingdom
4 Sep 2019
Chancellor announces £400 million investment for 16-19 year olds’ education - Sector Response · United Kingdom
31 Aug 2019
Never been a better time to go into post-16 study #GCSEResultsDay2019 - Sector response · United Kingdom
22 Aug 2019
College Assistant Principal to join leading West Midlands #apprenticeship provider · United Kingdom
14 Aug 2019
Further education and #skills will be a big priority for this government, says Gavin Williamson · United Kingdom
2 Aug 2019
Boris Johnson pledges £100 million “retraining fund” to boost #apprenticeships and vocational qualifications · United Kingdom
8 Jul 2019
FMUK
1 piece · DA 24(headline unavailable) · United Kingdom
undated
MSN UK
1 piece · DA 94Shameful homophobic incidents still show 'struggle for equality far from over' - Pride chief · United Kingdom
undated
ITV News Central
3 pieces · DA 90(headline unavailable) · United Kingdom
25 Feb 2021
(headline unavailable) · United Kingdom
5 Jun 2020
(headline unavailable) · United Kingdom
17 Mar 2014
Express & Star
2 pieces · DA 73(headline unavailable) · United Kingdom
7 Jul 2020
Hospitality businesses 'must remain vigilant' after reopening · United Kingdom
6 Jul 2020
The Gay UK
1 piece · DA 65(headline unavailable) · United Kingdom
6 Jul 2020
The Business Desk
1 piece · DA 57New training program launched from partnership · United Kingdom
5 Feb 2024
Reaction
1 piece · DA 56(headline unavailable) · United Kingdom
20 Jun 2019
I Am Birmingham
1 piece · DA 49Pride director Lawrence Barton appointed as Birmingham’s first Night-Time Economy Champion · United Kingdom
11 Nov 2022
Handy Shipping Guide
1 piece · DA 49(headline unavailable) · United Kingdom
2 Aug 2019
Birmingham Updates
1 piece · DA 46(headline unavailable) · United Kingdom
14 Aug 2020
What's On Midlands
1 piece · DA 45(headline unavailable) · United Kingdom
1 Apr 2020
Education Executive
1 piece · DA 41(headline unavailable) · United Kingdom
3 Sep 2019
BirminghamWorld
1 piece · DA 36BID chairman suggests ways to hold on to Commonwealth Games legacy · United Kingdom
9 Sep 2022
Heart and Capital Midlands News
2 pieces(headline unavailable) · United Kingdom social
18 Feb 2021
(headline unavailable) · United Kingdom social
18 Feb 2021
Every piece
All the coverage
UNITED KINGDOM
Premier Support Services enrols with UK Skills
FMJ, London · 6 Feb 2024
DA 55UNITED KINGDOM
UK’s leading provider of property management services announces partnership with top West-Midlands based apprenticeship training provider
FE News, Exeter · 5 Feb 2024
DA 58UNITED KINGDOM
UK’s leading property management service provider announces partnership with top West-Midlands based apprenticeship training provider
Bdaily, Newcastle upon Tyne · 5 Feb 2024
UNITED KINGDOM
New training program launched from partnership
The Business Desk, Birmingham · 5 Feb 2024
UNITED KINGDOM
Thousands gather for Birmingham Pride
BBC, London · 27 May 2023
UNITED KINGDOM
Massive party expected in city as 100,000 people to fill streets
Birmingham Mail, Birmingham · 24 May 2023
UNITED KINGDOM
Calls grow to pedestrianise Gay Village to tackle hate crime
Birmingham Mail, Birmingham · 17 Jan 2023
UNITED KINGDOM
211 fined in Gay Village as cars cover pavements on 'lawless' street
Birmingham Mail, Birmingham · 4 Jan 2023
UNITED KINGDOM
A champion of Brum nightclub's and bars during the night is named
Birmingham Mail, Birmingham · 14 Nov 2022
UNITED KINGDOM
Birmingham LGBT venues to boycott World Cup games
BBC, London · 14 Nov 2022
UNITED KINGDOM
Pride director Lawrence Barton appointed as Birmingham’s first Night-Time Economy Champion
I Am Birmingham, Birmingham · 11 Nov 2022
UNITED KINGDOM
Lawrence Barton appointed as Birmingham’s first Night-Time Economy Champion
Gorgeous Radio, Birmingham · 10 Nov 2022
UNITED KINGDOM
'Shameful homophobic incidents show struggle for equality far from over'
Birmingham Mail, Birmingham · 31 Oct 2022
UNITED KINGDOM
BID chairman suggests ways to hold on to Commonwealth Games legacy
BirminghamWorld, Birmingham · 9 Sep 2022
UNITED KINGDOM
Brum nightclub boss' urgent blueprint to save city's nightlife
Birmingham Mail, Birmingham · 18 Aug 2022
DA 55UNITED KINGDOM
Leading national recruitment firm bolstering its own workforce with new apprenticeship scheme
FE News, Exeter · 16 Aug 2022
UNITED KINGDOM
Lichfield recruitment company launches new apprenticeship scheme
Lichfield Live, Lichfield · 16 Aug 2022
DA 57UNITED KINGDOM
Leading national recruitment firm bolstering its own workforce with new apprenticeship scheme
Bdaily, Newcastle upon Tyne · 16 Aug 2022
UNITED KINGDOM
This year's Birmingham Pride geared to be the most special yet
Birmingham Mail, Birmingham · 3 Aug 2022
UNITED KINGDOM
(headline unavailable)
ITV News Central, Birmingham · 25 Feb 2021
UNITED KINGDOM
(headline unavailable)
LBC, London · 24 Feb 2021
UNITED KINGDOM
(headline unavailable)
BBC, London · 24 Feb 2021
UNITED KINGDOM
(headline unavailable)
Heart and Capital Midlands News, Birmingham · 18 Feb 2021
UNITED KINGDOM
(headline unavailable)
Heart and Capital Midlands News, Birmingham · 18 Feb 2021
UNITED KINGDOM
(headline unavailable)
Birmingham Mail, Birmingham · 25 Sep 2020
DA 55UNITED KINGDOM
Show young people the vital role the social care sector plays to solve its acute skills crisis
FE News, Exeter · 10 Sep 2020
UNITED KINGDOM
(headline unavailable)
Birmingham Updates, Birmingham · 14 Aug 2020
UNITED KINGDOM
(headline unavailable)
BBC, London · 11 Aug 2020
UNITED KINGDOM
(headline unavailable)
Birmingham Mail, Birmingham · 11 Aug 2020
UNITED KINGDOM
(headline unavailable)
Business Live, Birmingham · 3 Aug 2020
UNITED KINGDOM
(headline unavailable)
Express & Star, Wolverhampton · 7 Jul 2020
UNITED KINGDOM
(headline unavailable)
Gaydio, Manchester · 6 Jul 2020
UNITED KINGDOM
Hospitality businesses 'must remain vigilant' after reopening
Express & Star, Wolverhampton · 6 Jul 2020
UNITED KINGDOM
(headline unavailable)
The Gay UK, London · 6 Jul 2020
UNITED KINGDOM
(headline unavailable)
Birmingham Mail, Birmingham · 5 Jul 2020
DA 93UNITED KINGDOM
(headline unavailable)
Daily Express, London · 1 Jul 2020
UNITED KINGDOM
(headline unavailable)
BBC, London · 23 Jun 2020
UNITED KINGDOM
(headline unavailable)
ITV News Central, Birmingham · 5 Jun 2020
DA 39UNITED KINGDOM
(headline unavailable)
Comment Central, London · 7 May 2020
DA 55UNITED KINGDOM
Are we training enough people for our NHS? Episode 6: #SkillsWorld LIVE
FE News, Exeter · 30 Apr 2020
DA 56UNITED KINGDOM
Revealed: Training providers supporting new Nightingale hospital
FE Week, London · 17 Apr 2020
DA 55UNITED KINGDOM
Apprenticeship tutors step-up for frontline service to ensure Birmingham NHS Nightingale Hospital remains operational
FE News, Exeter · 15 Apr 2020
UNITED KINGDOM
(headline unavailable)
What's On Midlands, Birmingham · 1 Apr 2020
DA 56UNITED KINGDOM
(headline unavailable)
FE Week, London · 31 Mar 2020
DA 56UNITED KINGDOM
How the FE sector is adapting to the coronavirus crisis
FE Week, London · 27 Mar 2020
DA 95UNITED KINGDOM
(headline unavailable)
BBC News, London · 20 Mar 2020
DA 56UNITED KINGDOM
(headline unavailable)
FE Week, London · 18 Jan 2020
DA 55UNITED KINGDOM
£1.2 billion wasted on ‘fake apprenticeships’ - Sector Response to EDSK 'Runaway Training' report
FE News, Exeter · 3 Jan 2020
DA 55UNITED KINGDOM
Labour announces plans to “throw open the door” for adults to study and retrain throughout their lives
FE News, Exeter · 12 Nov 2019
UNITED KINGDOM
(headline unavailable)
TrainingZone, Bristol · 13 Sep 2019
DA 55UNITED KINGDOM
(headline unavailable)
FE News, Exeter · 12 Sep 2019
DA 55UNITED KINGDOM
(headline unavailable)
FE News, Exeter · 4 Sep 2019
UNITED KINGDOM
(headline unavailable)
Education Executive, London · 3 Sep 2019
DA 56UNITED KINGDOM
AoC responds to chancellor's £400m FE funding boost
FE Week, London · 31 Aug 2019
DA 55UNITED KINGDOM
Chancellor announces £400 million investment for 16-19 year olds’ education - Sector Response
FE News, Exeter · 31 Aug 2019
DA 55UNITED KINGDOM
Never been a better time to go into post-16 study #GCSEResultsDay2019 - Sector response
FE News, Exeter · 22 Aug 2019
DA 55UNITED KINGDOM
College Assistant Principal to join leading West Midlands #apprenticeship provider
FE News, Exeter · 14 Aug 2019
DA 55UNITED KINGDOM
Further education and #skills will be a big priority for this government, says Gavin Williamson
FE News, Exeter · 2 Aug 2019
DA 56UNITED KINGDOM
Additional funding for skills must also be met with reform
FE Week, London · 2 Aug 2019
UNITED KINGDOM
(headline unavailable)
Handy Shipping Guide, London · 2 Aug 2019
DA 55UNITED KINGDOM
Boris Johnson pledges £100 million “retraining fund” to boost #apprenticeships and vocational qualifications
FE News, Exeter · 8 Jul 2019
UNITED KINGDOM
(headline unavailable)
Reaction, London · 20 Jun 2019
DA 56UNITED KINGDOM
Devolution is being mismanaged and delayed
FE Week, London · 26 May 2019
UNITED KINGDOM
(headline unavailable)
ITV News Central, Birmingham · 17 Mar 2014
UNITED KINGDOM
Shameful homophobic incidents still show 'struggle for equality far from over' - Pride chief
MSN UK, London · Undated
UNITED KINGDOM
(headline unavailable)
FMUK, London · Undated
The breakthrough
From sector commentator to BBC Radio 4 Today Programme, in two years.
Starting from a base of sector trade coverage, we built Lawrence's credentials systematically through FE Week and FE News, before pitching him as a national voice on apprenticeship reform. The BBC Radio 4 Today Programme interview, reaching 6 million weekly listeners, marked the moment his profile crossed from sector specialist to mainstream commentator.
The outcome
68 pieces, 3.8 million readers and listeners, and a skills entrepreneur the BBC, FE Week and Daily Express all call when apprenticeship reform is on the agenda.
The impact
- 01Online search for Lawrence Barton dominated by positive sector and national coverage.
- 02Established as a recognised commentator on apprenticeship and FE reform.
- 03Increased commercial opportunities among training providers and FE colleges.
- 04BBC Radio 4 interview reaching 6 million weekly listeners.
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