Agenda


The main conference will be taking place on 19 November.

10:00 Chair's opening remarks
10:15 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
Johna Burke, Global MD, AMEC

10:35 Session break
10:45 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

11:05 Session break
11:15 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

11:45 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

12:15 Session break
12:25 "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

12:35 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 The new social: how brands are using facebook to deliver measured, curated campaigns

Daniel Stauber, Marketing Science expert, Facebook

14:00 Session break
14:10 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

14:40 Session break
15:00 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
Johna Burke, Managing Director, AMEC

16:00 Chair’s closing remarks
16:10 Close of conference

Speaking opportunities
Please contact Josh on +44 (0)20 8267 3128 or Benita.Igbinedion@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.