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,
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,
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,
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