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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
Rick Guttridge, Managing Director,
Smoking Gun PR
Chair: Rick Guttridge, Managing Director,
Smoking Gun PR
Richard Bagnall, Chairman,
AMEC
16:50 Chair’s closing remarks
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