Overview

The true value of PR is difficult to quantify. It can be particularly hard to demonstrate PR’s impact in an integrated campaign when other disciplines have more tangible metrics, which risks PR being undervalued and undermined.

At this PRWeek Breakfast Briefing we will explore how PR measurement is evolving to provide advanced metrics to optimise during campaigns and demonstrate ROI. Whether you have a measurement framework in place and are looking to improve your approach, or if you are looking to develop a measurement strategy from scratch, you will leave with the knowledge and tools needed to prove PR’s value to the board.

  • Hear practical advice from brands and agencies on how to build the ultimate measurement framework, from planning to execution to evaluation
  • Learn how to enhance your campaigns and prove ROI to senior stakeholders through data insights
  • Come away with a complete view of the current PR measurement landscape

Book now to guarantee your place for just £145 +VAT (full rate £165). PRWeek subscribers save an additional 10%.

Agenda

09:00 Registration and breakfast
09:30 Chair’s opening remarks

Danny Rogers, Editor-in-Chief, PRWeek

09:35 Building a robust measurement strategy from scratch

Case study

  • Creating an effective measurement framework for your campaign
  • Planning, monitoring and evaluating to demonstrate value and impact

Jenny Caven, Director of External Affairs, Slimming World

10:00 Is PR more measurable than you think?

Case study

  • Practical ways to combine emerging data sources with traditional PR measurement
  • The latest ways to measure the ‘unmeasurable’ benefits of PR
  • Using the AMEC framework to select the right metrics for your Board
  • How to inspire confidence in your data

Marianne Morgan, Director of Research and Analytics, Citypress

10:25 Communicating metrics and results for board buy-in

Case study

  • Identifying the most relevant metrics for increasing the reputation of PR to internal stakeholders
  • Communicating your results effectively when pitching to the board for investment in future PR campaigns
  • Roadmap of how this brand achieved board buy-in; from initial implementation to the gradual changes that led to their current strategy

Fergus Campbell, Head of PR, Gumtree

10:50 Attribution: Identifying the correct metrics to highlight the results of your campaigns

Panel discussion

  • Comparing PR measurement to marketing disciplines to learn how PR can better demonstrate its ROI
  • Measuring intangible PR results by utilising non-traditional metrics
  • Overcoming inconsistencies in metrics used by different agencies by establishing an industry standard framework

Rick Guttridge, MD, Smoking Gun
Donna Lloyd, Head of Communication Business Partners, Airbus
Victoria Bridge, PR Director, Citypress
Libby Howard, CEO, Intelligent Conversation

11:30 Chair's closing remarks
11:35 Close of briefing

Book now to guarantee your place for just £145 +VAT (full rate £165). PRWeek subscribers save an additional 10%.

Speakers

Rick Guttridge, MD - Smoking Gun

With 20 years Public Relations and communications agency experience, Rick has helped to build and protect the reputations of some of the best known consumer brands around, including Red Bull, Jaguar, Persil and The North Face. He co-founded Smoking Gun in 2010 to build an agency full of ingenious ideas, intelligently that makes a measurable difference to its clients and staff and with seven straight years of double digit growth and 50 leading industry awards on the shelf things are going to plan. His career has seen him land front page client coverage in titles as diverse as the Guardian and Daily Star, deliver stunts that have become internationally famous and start Twitter trends from the iPhone invariably glued to his hand.

Donna Lloyd, Head of Communication Business Partners - Airbus

Donna has a varied and extensive career history in the communication industry. She is a STEM ambassador and a member of Airbus’ Armed Forces Steering Committee. With a communication background in the public and private sector, including roles at Cheshire Police and Greater Manchester Police Authority, Donna currently oversees the communication activities at two large Airbus sites with a combined population of around 10,000 employees. Donna’s 12-strong team is responsible for internal communication, external communication and community relations.

Marianne Morgan, Director of Research and Analytics - Citypress

Marianne is responsible for ensuring that Citypress delivers best-practice evaluation and reporting as well as overseeing intelligence gathering and strategic insight into markets, audiences and channels. As a member of the global young leaders group for AMEC, she specialises in integrated campaign reporting and is a strong advocate of using research to measure the success of PR. Her reporting goes beyond traditional PR metrics to determine the impact that PR has on target audiences and their behaviours. She has advised businesses including Aldi, British Gas, Lloyds Bank and Coca-Cola on best-practice reporting.

Libby Howard, CEO - Intelligent Conversation

Libby is a strategic comms professional with more than 25 years’ experience spanning agency and in-house roles and an initial career in journalism. She hates ‘fluffy’ PR and champions the importance of robust measurement and business-focused results. She founded Intelligent Conversation 10 years ago; now 15-strong, the agency is a top 100 UK independent delivering award-winning work across the UK and internationally.

Danny Rogers, Editor-in-Chief - PRWeek

Danny Rogers is one of the UK’s pre-eminent journalists covering the world of advertising, PR, marketing and media. He has edited PRWeek and Campaign and been deputy editor of Marketing. Danny has also been a contributing editor to the Financial Times and the Guardian. He has won Editor of the Year at the British Society of Magazine Editors and been twice shortlisted as Editor of the Year by the PPA. Danny is also a frequent contributor to broadcast and print media, including a regular column in the Independent.

Fergus Campbell, Head of PR - Gumtree

Fergus has spent 14 years working in communications and marketing roles for a variety of brands and businesses in the UK and abroad, both in PR agencies (Blue Rubicon and Golin) and now in house at Gumtree – part of the eBay classifieds Group. In his role at Gumtree he is focused on building the profile and reputation of the business within the UK, and rebutting misperceptions of the brand, by building proactive consumer and corporate campaigns. While these activities are broad in nature – ranging from creating physical activities which bring the sharing economy to life, or showing tech-savvy audiences how a mature trading platform like Gumtree can help you get a job, declutter your home, or find a new flatmate – consistent to all is a fundamental belief that Gumtree is in the business of helping people. Fergus also sits on a number of industry groups and associations.

Jenny Caven, Director of External Affairs - Slimming World

As Director of External Affairs at Slimming World Jenny is responsible for increasing recognition of Slimming World’s reputation as a leading global weight loss organisation. She leads in-house teams responsible for building strong relationships with a network of stakeholders including media and social media. Her focus is on creating strategic alliances across stakeholder groups to build awareness of Slimming World’s methods, communicate the brand values and establish integrity and trust in the company’s weight loss programme through evidence of effective behaviour change. She believes passionately in finding the most effective ways to help people to develop healthier lifestyle habits for better physical, emotional and mental wellbeing and to stay slim for life. A Chartered PR Practitioner, Jenny started her career in international journalism and quickly moved in Corporate Communications. In her career she’s worked as a freelance journalist, editor and copywriter. She’s also worked in local government and with a number of non-governmental organisations.

Victoria Bridge, Director - Citypress

Victoria is responsible for developing communications strategies for consumer brands at Citypress, a leading independent UK PR consultancy. With over 12 years’ experience in agency-side communications, Victoria’s brand experience includes Booking.com, British Land and Sykes Holiday Cottages.

Book now to guarantee your place for just £145 +VAT (full rate £165). PRWeek subscribers save an additional 10%.

This event is sponsored by

For booking assistance or any other enquires, please call +44 (0)20 8267 4011 or email conferences@haymarket.com.
Please note that this agenda is subject to change.