Workshops - Tuesday 17 & Wednesday 18 November  |  Conference - Thursday 19 November

10:00 Chair's opening remarks

Rick Guttridge, Managing Director, Smoking Gun PR

10:05 AMEC Session: Outlining the current state of the PR Industry

• How has 2020 forced the industry to evolve?
• What are the core measurement principles that have not changed?
• The new benchmarks coming to the fore: wellbeing, sustainability and hope 

Richard Bagnall, Chairman, AMEC

10:25 Session break

10:35 The road to recovery: How 2020 has reshaped the global economy, and what that means for the world of PR

• Eat out to help out, anti vaxxers and fake news: examining the data from some of 2020’s most impactful campaigns and conversations
• What role can the communications world play to drive social and economic recovery, and what have we learned so far?
• Why taking a more thoughtful approach to campaigns in 2020 will ensure better more measurable results
• Examining why internal comms ahs become more important than ever before, and how to use measurement principles to create a more inclusive workforce

Chair: Rick Guttridge, Managing Director, Smoking Gun PR
Kristian Hoareau Foged, Independent Consultant, Insights and Analytics
Advita Patel, Director/Co-Funder, Comms Rebel
Sara Hawthorn, Managing Director, Infusion Comms

11:05 Session break

11:15 Building measurement principles into the very fabric of your comms teams 

• Pivoting 90% of your messaging to digital and what that means for data
• Getting to grips with the new skill set needed to create a measurement savvy comms team ?
• Taking a top line approach to planning and measurement 

Lisa Jedan, VP, Global Brand Communications, Bacardi

11:35 Session break

11:45 Using AI to measure the impact of your communications strategy 

• Case study: Building the measurement programme at O2 
• Using media reporting to understand the correlation between output and quantity and outcomes
• Looking beyond Share of voice to more meaningful metrics

Neil Morrisson, Head of global analysis, Signal AI
Joe McCann,  Senior Communications Manager, Business Narrative and Insight, O2

12:05 Quick fire case studies: Short quick fire presentations illustrating the data behind 2020’s biggest campaigns

• Illustrating the new metrics: How the Stroke Association’s lockdown campaign saved lives

Anil Ranchod, Deputy Director, Public Relations and Communications, Stroke Association

• Selling houses during lockdown: How Purple Bricks has used measurement to drive innovative messaging

Zoe Melarkey, Director of Communications, Purple Bricks

12:45 Networking Lunch

13:00 Free tools 2.0 : How to utilise Google tools and Office suite more effectively to track and roll out campaigns

• Excelling at Excel
• Getting the best from google analytics
• Utilising answer the public
• Search listening

Andrew Smith, Director, Escherman

13:40 Session break

13:50 Using Measurement data to communicate value to the c-suite

• How using data can help to illustrate the success of your comms campaigns and prove ROI for the comms function
• Why competitor analysis is key to ensuring that your campaigns help to differentiate your brand from the competition
• Practical steps to escape your industry echo chamber using measurement tool

Ade O’Connor, Senior PR Manager, Experian

14:10 Session break

14:15 "Meaningful measurement on a small budget - how smaller PR agencies and freelancers can carry out award winning evaluation"

Steph Bridgeman, Founder and lead consultant, Experienced Media Analysts

14:25 Session break

15:10 The new social: how brands are using facebook to deliver measured, curated campaigns

Daniel Stauber, Marketing Science expert, Facebook

15:30 Session break

15:40 Getting to grips with the How: outlining which measurement methodologies will work best for your campaign

• Outlining the seven Barcelona principles, and what these mean in practical terms for your campaign design and efficiency
• How to use econometrics for future planning 
• The halo effect: getting to grips with understanding the long term impact of your communications strategy and how it feeds into  brand perception

Gemma Moroney, Co Founder and Behaviour Designer, Shook

16:00 Session break

16:10 Can AI solve PR’s measurement challenges? 

• Understanding the difference between machine learning, AI and robo journalism
• Are PR teams equipped to recognise the limits of AI, or are they at risk of overlooking intangible, qualitative data?  
• How are PR professionals pitching their difference between human and AI messaging and measurement? 

Katie King, Member, All party Parliamentary Group Ai
Chair: Rick Guttridge, Managing Director, Smoking Gun PR
Richard Bagnall, Chairman, AMEC

16:50 Chair’s closing remarks

Rick Guttridge, Managing Director, Smoking Gun PR

Workshops - Tuesday 17 & Wednesday 18 November |  Conference - Thursday 19 November