Overview

Measurement is an ever-present problem in PR for both brands and agencies. In an industry based on creativity and storytelling it can be difficult, and often costly, to provide metrics that accurately portray the value of PR; especially when part of a larger integrated campaign. Digital marketing disciplines have the ability to clearly measure and track leads and sales, which is putting increasing pressure on PRs to develop effective measurement strategies or risk losing out on business.

At this breakfast briefing, you’ll discover how to track and optimise your campaigns using the latest measurement techniques. Starting with how to involve measurement from the planning stage of a campaign, the event will also cover how measurement can be used for optimisation during a campaign, and how post-campaign results can be used to prove the ROI of your work in future pitches.

Join us this November during Measurement Month to hear how others in the industry are tackling the challenge and staying ahead of the game.

Book now to guarantee your place for £199 +VAT. PRWeek subscribers can book for £149 +VAT.

Agenda

08:30 Welcome breakfast and registration
09:00 Chair’s opening remarks

Barry Leggetter, CEO, AMEC

09:05 How to improve the quality of PR measurement programs - The AMEC M3 – an industry first!

Presentation and Q&A

  • How a measurement program “measures up” to best practice?
  • How to make a measurement program more effective?
  • Where to focus first?
  • How does M3 integrate with AMEC’s Integrated Framework

Paul Hender, COO, Carma
Colin Wheeler, Board Director, AMEC and Managing Director, Survey Solutions Limited

09:15 Setting up for success by leveraging data

Presentation and Q&A

  • Defining your metrics and target audience before launch to effectively track results during and after a campaign
  • Utilising data sources to tweak and enhance campaigns throughout, in order to maximise results
  • Obtaining the data to prove PR’s worth within an integrated model

Fergus Campbell, Head of Communications, Gumtree

09:35 Building a culture of measurement: How to develop PR campaigns designed to perform

Presentation and Q&A

  • Asking the right questions and working with other teams
  • How to make a measurement program more effective
  • Building a culture of measurement within your PR team
  • How to use analytics to measure the impact of your PR campaigns

Rebecca Brown, Content Director, Builtvisible
Tom Bennet, Head of Analytics Builtvisible

09:55 Brand case study: Using frameworks to make measurement meaningful

Case study and Q&A

  • Planning and delivering effective measurement strategies for campaigns on a smaller budget
  • Describing the frameworks that are successful for smaller organisations, and demonstrate how they are applied
  • Alternative measurement models on a budget; providing value to clients without spending on major tools

Tabitha Aldrich-Smith, Global Head of Corporate Communications Pladis
Alex Perry, Director, 3 Monkeys Zeno

10:15 Spotlight on attribution: How can PR use measurement to prove its worth against other channels?

Panel debate and Q&A

  • Making the case for ‘smart’ data-driven PR and how it can enhance a campaign
  • Learning lessons from other channels to provide genuine ROI and use data to negotiate on a commercial level with clients
  • What should the PR toolkit look like to effectively measure campaign activity?
  • Discussing the digital and analytical skills that communications professionals will need to make the case for PR

Gerard McNamara, VP, EMEA, Trendkite (Moderator)
Allison Spray, Head of Data & Insight, Hill & Knowlton Strategies
Fergus Campbell, Head of Communications, Gumtree
Rick Guttridge, Managing Director, Smoking Gun PR
Natalie Luke, Managing Director, Aduro Communications

10:55 Chair's closing remarks
11:00 End of Conference

Speakers

Alex Perry, Director, 3 Monkeys Zeno

As a Director at 3 Monkeys Zeno, Alex leads amazing teams that deliver epic campaigns across global brands like Budweiser, Corona, Godiva, Schweppes and Kerry Foods. He has led the charge on building 3MZ’s bespoke measurement framework and is an analysis evangelist helping people to understand acronyms like SOV, CPM and NPS.

Allison Spray, Head of Data & Insight, Hill & Knowlton Strategies

Allison Spray is the Director of Data and Insights for Hill+Knowlton Strategies. She is responsible for the H+K Way for measurement, reporting and insight development. This includes development and support and of new tools and services, such as H+K’s proprietary influencer identification and tracking tool Sherlock+ and Made To Measure, an iterative evaluation and reporting solution. Allison joined H+K from FleishmanHillard London, where she was Director of Insights & Planning and Research & Analytics Lead, EMEA. She brings nearly a decade of experience in integrated measurement and creative brand strategy, overseeing global measurement and research programmes for Fortune 500 brands. Across her career she has worked with clients including Salesforce, Thomson Reuters, Bayer, Philips, PwC and Fitbit. She is a well-respected industry figure and has spoken on data and insights at numerous conferences, including PR Week’s PR360, the ICCO Global Summit, Social Media Week and PRCA’s Ignite series.

Barry Leggetter, CEO, AMEC

Barry Leggetter is CEO of the international Association for Measurement and Evaluation of Communication (AMEC). He has been responsible for driving initiatives which have turned AMEC into an international body, enjoying rapid growth with members in over 40 countries.He previously spent 25 years in PR consultancy and was UK Managing Director for three major public relations networks, Porter Novelli, Fleishman-Hillard and Golin/Harris, climaxing his PR career in the role of international Chairman of Bite Communications.

Colin Wheeler, Board Director, AMEC and Managing Director, Survey Solutions Limitedn

Colin Wheeler is Managing Director of Survey Solutions, helping clients understand their customers, and how to engage employees effectively. Previously, he provided offering freelance consultancy utilising 20 years’ experience in agency and client-side roles in research and insight as Consultant Director of Understanding Expertise and as an Associate at the Measurement Practice. Colin has been a member of the International Board for AMEC for 4 years, and a member of the Market Research Society for over 20. At WE Communications he setup and ran the EMEA Insight & Analytics team and during 9 years at British Airways specialized in global brand, communications and reputation research.

Fergus Campbell, Head of Communications, Gumtree

Fergus has spent the majority of his career in communications and marketing roles, working for a variety of brands and businesses in the UK and abroad, in both agencies (Blue Rubicon and Golin) and in-house. In his role at eBay-owned online classifieds platform 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 an 18 year old open eCommerce 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.

Gerard McNamara, VP, EMEA, Trendkite

Gerard has 20 commercial experience and 8 years’ experience at the centre of the rapidly evolving media measurement industry. He was a key player during the 2014-2015 M&A phase that saw Vocus merge with Gorkana and Cision. In 2015 the UK assets of Vocus and Cision were divested to Vuelio, where he spent 12 months ensuring a smooth transition. Gerard joined TrendKite’s executive team in 2016 to launch the EMEA subsidiary, and he is now scaling the business in the region. Gerard is a registered speaker with the AMEC Global Speakers Bureau. He is a key member of TrendKite Digital PR category evolution team and he has spoken to hundreds of PR professionals from all over the world and has a network of progressive digital PR and Marketing Managers.

Natalie Luke, Managing Director, Aduro Communications

With over 15 years experience in the industry, Natalie founded Aduro knowing that to achieve growth she needed to deliver communication campaigns grounded in commercial success. Grown to now deliver fully integrated consumer and B2B campaigns across six different sectors, a robust evaluation offering is a key pillar of the business. Awarded by AMEC in 2018 for delivering the most effective consumer PR campaigns, Aduro achieves 80% of its growth from client referrals.

Paul Hender, COO, Carma

Paul has more than 20 years’ experience in communications measurement. He has had a number of key industry roles at some of the world’s best-known media intelligence businesses, including co-owner and director of Metrica, Head of Analysis Operations at Gorkana, Head of Insight for Cision EMIA and most recently Chief Operations Officer for CARMA Europe and North America. Paul is an active member of AMEC and has played a leading role in industry initiatives such as the AMEC Integrated Evaluation Framework and Measurement Maturity Mapper (M3). He advises on measurement best practice, via webinars, guest lectures at universities and industry events. Paul has provided expert consultancy to some of the world’s largest and most recognised brands and has helped his clients to win more than 30 industry awards.

Rebecca Brown, Content Director, Builtvisible

Having started her career in PR, she moved to digital in 2012 and has since led global content teams both in-house and agency side. She is responsible for building content and PR products which add clear and concise value to clients, whilst maintaining the creative output of the agency’s work. She leads a team of 18 consultants, designers, creatives and PR experts.

Rick Guttridge, Managing Director, Smoking Gun PR

With a dozen years of agency experience under his belt, Rick has worked on some of the biggest brand names in the world achieving front page client coverage on titles as diverse as the Guardian and Daily Star. Having started out working in a full service agency, he takes a holistic view of PR and its place in the marketing mix. This approach has proven invaluable as the media landscape has evolved at a rapid pace in recent years and he has embraced the opportunities created by the new social media channels and further convergence of PR and other disciplines such as SEO and digital.After a period as MD of the largest consumer agency outside of London, he set up his own venture, Smoking Gun PR in January 2010 with wife Vanessa.

Tabitha Aldrich-Smith, Global Head of Corporate Communications Pladis

Tabitha started her career running the press office for surfing events in Cornwall. She’s fronted outside broadcasts from Tall Ships, made the student debt crisis front page news and facilitated a Royal Wedding cake. Tabitha heads global comms for pladis, owner of such delicious snacks as McVitie’s and Jaffa Cakes. Previously, Tabitha led corporate communications for Samsung and Whitbread plc.

Tom Bennet, Head of Analytics Builtvisible

Tom joined the company in 2012 and now works as our Head of Analytics. He’s a veteran of the SEO team and is an experienced web developer, and is a regular speaker at conferences including BrightonSEO and SMX. Today he heads up our Measurement services, helping our clients to make better business decisions and communicate value with intelligent reporting. He’s also charged with keeping our team on the cutting edge of organic search marketing, and leads training workshops on all aspects of web analytics and technical SEO.

This event is sponsored by

Book now to guarantee your place for £199 +VAT. PRWeek subscribers can book for £149 +VAT.

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.