The PRWeek Measurement Conference will take both live in London and online on 16 November.

10:00 Chair's opening remarks

Rick Guttridge, Managing Director, Smoking Gun PR

10:10 What is the key to mastering PR Measurement?

Hear from our panel of PR Directors as they run through the three core tenets of measurement and planning in 2021

• Communicating ROI to the c- suite, what are the KPIs that matter the most?
• Why PR professionals need to be able to speak to much more than reach and share of voice, if they want to illustrate performance to the wider business and ultimately win bigger budgets
• How to build measurement principles into campaigns at the initiation phase, and why these plans must coincide with the core aims of the wider business

Richard Bagnall, Chairman, AMEC
David Child, Head of Brand and PR, Thomas Cook
Mary Elizabeth Germaine, Partner/Managing Director, Global research and Analytics, Ketchum
Peter Allen, Executive Director of Corporate Affairs and Communications, National Highways
Andy Johnson-Creek, Head of HR, Help for Heroes

10:25 Session break

10:40 AMEC Session: What’s changed? Can PR professionals still find innovative ways to measure projects?

• A run through of where the industry is in 2021
• Separating the hype from reality: Where is AI and digital and can these tools really make a difference to the day to day work of comms professionals? 
• Transparency of data?

Johna Burke, Managing Director, AMEC

11:00 Session break

11:15 Quick fire case studies: Short quick fire presentations illustrating the data behind 2021’s most interesting campaigns 

Case Study 1:Experienced Media Analysts and Polaris Media - can media data be your guiding star?

A case study revealing how integrated analysis of media intelligence - from news, social and web hits - can surface insights to inform future strategy and activities, and why it need not cost the earth.

Steph Bridgeman, Founder, Experienced Media Analysts 

11:30 Case Study 2: Leading grief to the front of the news agenda – Marie Curie and the National Day of Reflection

• Uniting the nation to talk about grief – how we created and measured the National Day of Reflection
• ‘As big as the iphone launch in the UK’ – our favourite metrics from the campaign
• KOL, LOL – how we’re getting serious about measurement

Gemma Walton, PR and Communications Manager, Marie Curie

11:45 Case study 3: Signal AI - How Deutsche Bank demonstrates the impact of Comms in line with business goals

As the Comms industry attempts to move away from empty metrics, what can teams do to better understand their impact and align it with the overall objectives of their company? With more data to consider than ever before, PR teams need to make sense of what’s driving their organization’s reputation and choose the right ways to measure their performance against what matters to their company.

Join Jon Laycock, Head of Media Relations, Americas Businesses, Deutsche Bank, and Signal AI measurement expert Neil Morrison, as they discuss how to measure the success of the work they are doing around protecting and enhancing their reputation.

Neil Morrisson, Head of Global Analysis Services, Signal AI
Jon Laycock, Head of Media Relations, Americas Businesses, Deutsche Bank

12:00 Case study 4: How Amnesty International used unique KPIs to cut through the noise and run a truly impactful campaign

• Examining sector specific barometers and tools that can be applied to PR Comms
• A rundown of Amnesty International KPI reports and how they helped the charity achieve a better level of analysis

Niall Couper, Head of PR and Support Communications, Amnesty International
Megan Barron, Insights Director, Government, Policy & NFP, Cision

12:15 Is H for Habit the next metric we should be measuring?

Marketers will be familiar with awareness, interest, desire and action – AIDAH. But have you ever thought about adding an H, for habit? Research shows that brands that turn consumer action into habits are likely to be in the top three of their category. It also reveals consumers are open to habit-making help from brands and that physical, mental and financial wellbeing top the list of what they need support with. Could this be another way to prove the value of your creative, communications or campaigning? Hear this new research to find out more.

Gemma Moroney, Co Founder and Behaviour Designer, Shook

12:40 Networking Lunch

13:40 The rise of social, and what this means for your measurement campaigns

• Why both b2b and b2c businesses must be able to measure their PR activity on social media
• Running through the 5 categories of social media measurement, from determining your social goals to post delivery and reporting
• Examining which platform gives the most bang for its buck
• How empathy and honesty has led the way in 2021 and why this will affect your measurement strategy

Barnaby Barron, Head of UK Analysis, Cision
Noha Al Afifi, Director of Fundraising and Communications, Arthritis Action
Kristian Hoareau Foged, Founder, Simply Thought

14:20 Session Break

14:35 Podcast Analytics: An overview of advertising attribution

• Running through the recommended measurement tools for determining podcast reach
• What are the KPIs that you should be using to define success?
• How to implement the skills in your team to ensure accurate data collection and analysis

Jack Oliphant, Founder, Oliphant Strategies

15:00 Session Break

15:15 Building Measurement skills into the fabric of your PR teams

• How to build a truly measurement literate PR team who are not afraid of the numbers
• Why many PRs still avoid measurement training and why managers must lead by example
• Taking the doom out of the data through training and education

Francis Ingham, Director General, PRCA

15:30 Why Share of search is the new magic pill to identify brand performance

• Competitor landscape analysis
• media analysis for competitors-can be cost prohibitive
• share of search more cost effective

Stella Bayles, Managing Director and Head of PR Resolution, CoverageBook

16:00 Chair’s closing remarks

16:10 Close of conference