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Agenda

The main conference will be taking place on 20 November, with optional workshops taking place on 19 November.

Workshops - Tuesday 19 November  |  Conference - Wednesday 20 November

08:00 Registration and refreshments
09:00 Welcome from PRWeek

John Harrington, UK Editor, PRWeek

09:05 Chair's opening remarks

Natasha Plowman, Global Head of Communications Strategy and Digital, HSBC Commercial Banking

09:10 The evolving measurement landscape and the need to adapt

Opening keynote

  • An overview of the current measurement challenges for PR - raising measurement standards

Johna Burke, Global MD, AMEC

09:30 Kerry Foods’ measurement journey: transforming PR from an overlooked function to an integral part of the business
  • Elevating the PR function in a large business through demonstrating ROI
  • How to sell PR to the board and increase investment into restructuring PR around measurement
  • How Kerry Foods engaged with their target audience efficiently and effectively through the use of social media and quality content

Dawn Spencer, Marketing & Category Manager,  Kerry Foods

09:55 Brand and reputation objectives - setting difficult-to-measure goals and measuring them

Panel discussion

  • How brand audits can give a long-term perspective on the success of PR activity
  • Looking beyond planned campaign cycles to secure long-term commitment
  • Measuring the impact of PR campaigns on the existing public perception of your brand and message

Richard Bagnall, Chairman,  AMEC
Fergus Campbell, Head of Communications,  Gumtree
Jenny Caven, Head of External Affairs,  Slimming World
Marianne Morgan, Director of Research & Analytics,  Citypress
Claire Pimm, Head of Campaigns,  Cabinet Office
Christina Finlay, Director, Insights and Data,  National Trust

10:35 Morning refreshments
11:25 Measurement on a budget - how Shelter produces award-winning PR with a small, in-house team

Case study

  • How to make comprehensive measurement affordable and use it to save on PR spending
  • Using evaluation to resource more effectively and improve efficiency
  • Measuring complex change: how to track policy influence

Alice Klein, Head of Media, Shelter

Breakout Sessions
11:50 Creating and evaluating behavioural change

Presentation

  • Knowing how your audience thinks and using that to improve the effectiveness of content and influence future campaigns
  • Measuring changes in behaviour beyond one interaction and developing loyalty to your brand

Allison Spray, Managing Director of Data and Insights, Hill+Knowlton Strategies

11:50 Influencer marketing - the new Wild West of measurement

Panel discussion

  • Getting a true picture of influence and impact with distinct influencer measurement
  • How to keep ahead of the curve in a constantly evolving space

John Harrington, Chairman, UK Editor, PRWeek
Rahul Titus, Head of Influence,  Ogilvy
Lucy Hart, Head of Influence and Advocacy, Mischief
Lizzie Rabone, Associate Director of Strategy and Analytics,  Edelman
Leah Whitfield, PR and Communications Manager EMEA, G Adventures

Breakout Sessions
12:30 Measuring the impact of PR in an integrated campaign
  • Isolating the audience response to PR in an integrated campaign to accurately evaluate and improve the success of PR activity
  • Looking at the audience impact of each piece of coverage to evolve your campaign

James Alexander, Head of Culture and Entertainment, Diageo
Stefanie Midmer, Senior PR Manager, Virgin Trains

12:30 Building a PR team for measurement expertise
  • Recruiting across a range of specialisms to allow your PR team to deliver measurement comprehensively
  • Giving all staff a basic understanding measurement so that they can focus on campaign outcomes and pitch to clients

Steve Earl, MD UK, APCO
Katie Bell, Director, Deverill Executive Search
Sandra Macleod, CEO, Echo Research

13:10 Lunch

Breakout Sessions
14:10 Online measurement on a budget - basic tools to track online user journeys
  • Making a basic dashboard to track online user journeys for a minimal cost
  • An introduction to free measurement tools that are available

Andrew Smith, MD,  Escherman

14:10 Competing for a contract using measurement strategy to enhance a pitch
  • Using a measurement strategy in a pitch to show focus on campaign goals
  • Realistic expectations of measurement to guide budgeting and time restraints

James Crawford, MD, PR Agency One
Simon Henrick, Head of News and Issues, Direct Line Group

Breakout Sessions
14:50 Podcasts and PR: looking beyond downloads

Panel discussion

  • Select or create the most effective podcast and audience for your objectives
  • Using more in-depth data than the quantity of downloads to see the effect of your brand message

Russell Goldsmith, Founder, Audere Communications
Lucy McGettigan, Associate Director, Romans PR

14:50 GDPR and regulations around measurement
  • How to measure audience response to PR while complying to GDPR legislation
  • GDPR legislation after Brexit: what impact will this have on gathering data and evaluation?

Claire Robson, Head of Governance, Legal and Compliance, Great Ormond Street Hospital
Melissa Shelley, Senior Press Officer (Fundraising), Great Ormond Street Hospital

15:30 Afternoon refreshments
16:00 How to present campaign results to win more budget

Presentation

Corrina Safeio, Director of Strategy and Insights, Pegasus
Ian Stevens MBE, Programme Manager, Suicide Prevention, Network Rail

16:20 The AMEC survey results: What are the strengths of the measurement tools currently on the market and where are the gaps?

Johna Burke, Global MD,  AMEC

16:50 PR in the bigger picture: A CMO’s perspective on how marketing and comms can work together to evaluate their impact

Finola McDonnell, Chief Communications and Marketing Officer, Financial Times

17:20 Chair’s closing remarks

Natasha Plowman, Global Head of Communications Strategy and Digital, HSBC Commercial Banking

17:30 Networking drinks reception, brought to you by PRWeek
18:30 End of Day 2

Workshops - Tuesday 19 November  |  Conference - Wednesday 20 November

Speaking opportunities
Please contact Josh on +44 (0)20 8267 4128 or joshua.askwith@haymarket.com.

Sponsorship and exhibition opportunities
Please contact Steve on +44 (0)20 8267 8092 or steven.forsdick@haymarket.com.

General enquires
Please call +44 (0)20 8267 4011 or email conferences@haymarket.com.