The event, Making Measurement Work, will examine the latest thinking on measurement and alternatives to AVEs (advertising value equivalents), looking at different methods and tools for determining the effectiveness of PR.
There will be case studies of campaigns and how they handled measurement.
W’s Adam Mack and Grace Henwood will discuss the PRWeek Award-winning Lynx - Giving British Masculinity a New Voice campaign, while Mischief PR’s Gemma Moroney and the National Trust’s Daniel Dodd will talk about the Ode to the Coast initiative.
The breakfast briefing will include a panel session on the subject of Making Measurement Work, looking at subjects including:
- Making a business case and identifying campaign objectives
- Establishing a measurement framework
- Getting internal buy-in
- Reacting to stakeholders and clients who still favour AVEs
The panel will be chaired by Richard Bagnall, chairman of AMEC.
The event runs from 9am until 10.30am at the Regent Street Cinema. Click here for more details and to book tickets.