2022 Agenda

---

08:30 Registration and refreshments

---

09:15 Chair's opening remarks

Danny Rogers, Editor-in-Chief, PRWeek

---

09:30 Panel discussion: Defining success in measurement - where to start for success

• Building around your brand priorities: should you be focusing on reach, developing your audience or encouraging action?
• Setting up for success through objectives, measurement points and a plan for post-campaign evaluation
• Examining the pros and cons of pivoting during your campaign using live data

Roopa Ramaiya, VP of Communications, Feedazi
David Bowles, Head of Public Affairs, RSPCA
Carlie Wittred, Head of Brand Marketing and PR, Gousto
Neil Morrison, Global Head of Measurement, Signal AI

---

10:10 An industry update with AMEC

Johna Burke, Managing Director, AMEC

---

10:30 Proving value: why and how PR should face the fear of small numbers

• Is advertising value equivalent (AVE) back in disguise? Why high reach figures are unrealistic and might actually be hurting your budget
• A how-to on holistically building measurement and outcomes into your campaigns
• Creating credible audience data and the importance of tracking reputation over time

Craig Noonan, Head of Retail PR, The Co-Operative Group

---

10:55 Knowing your audience: the secrets to a successful PR strategy

• Gain an understanding of the PR audience for JLR and how they discovered their audiences
• A look at JLR's move into targeting the modern luxury media
• How they measure reaching new audiences from a PR perspective

Ken McConomy, Head of Global PR, Jaguar Land Rover

Scott Newton, Senior Director, Strategic Operations, Cision

---

11:15 Networking break

---

11:45 Double fireside chat : What do comms directors really want when it comes to measurement, agencies and partnerships?

• What do agencies need to know in terms of what comms and PR directors are looking for from a partnership?
• How merging your marketing & PR teams could help with measurement methods
• The benefit of synergic evaluation: how reviewing campaigns collaboratively across teams and partnerships might better demonstrate how to maximise impact in the future

Derya Filiz, Head of External Communications, Anchor
Cadence Woodland, Head of Communications, Wilson James

---

12:15 Catching the wave: How to turn live data into live action

• How to predict cultural trends and emerging crises before it’s too late
• Understand how leading data and analytics professionals gather real time insight to predict the trajectory of a story
• Learn how you can incorporate real-time data and predictive analysis into your workflows, with practical tips and frameworks

Paul Quigley, CEO, Newswhip

Dr. Jillian Ney, Founder, Social Intelligence Lab

Marcus Beard, formerly Head of Media Monitoring, UK Government Rapid Response Unit

Amil Khan, Founder and Director, Valent Projects

---

12:45 Networking Lunch

---

13:45 Have a Word: how to measure mind-changing campaigns

• Examining the successes and learnings from the ‘Have a Word’ campaign
• How to approach measurement when your goal isn’t measurable through clicks
• Using surveys as a method and accounting for bias in your results

Puja Parmar, Senior Advisor to the Mayor - Marketing, Mayor of London

---

14:05 Data literacy in PR: what your PR team skills should look like and building PR’s value

• The 5 new models of PR measurement teams and which one you should be using
• Best practice and techniques for training your PR teams for maximum measurement effectiveness
• Bridging the gap between cause, effect and value: how much credit does PR get for the outcome?

Andrew Smith, Director, Escherman and PRCA Innovation Group member

---

14:30 How to own PR outcomes over output to achieve ROI in challenging times

• Why the current climate forces us to focus on outcomes not outputs
• The value of using a range of metrics to demonstrate PR impacts across marketing
• How to create campaigns that have maximum impact for minimum outputs

Jane Hunt, CEO, JBH - The Digital PR Agency

---

14:50 Networking Break

---

15:05 Use data to create a meaningful employee experience

• Think about the impact of the content you wish to share with employees
• Golden thread: align impact to business objectives, strategy, and purpose
• Measuring internal communications - use insight to create content of value

Adeeba Hussain, Communications Consultant, Think Impact First Communications

---

15:25 Panel discussion: Moving measurement from short-term to long term - the value in a broader view

• The peril of the performance marketing lens: how focusing on short-term ROI for PR can hinder long-term growth
• Getting comfortable with multiple metrics whilst knowing which are actually valuable for making strategic decisions
• How to layer big branded metrics with small campaign results to understand true PR impact over time

Laura Bevan, PR & Communications Lead, Elvie
Barney Barron, Head of EMEA Analysis, Cision
Simon Creer, Director of Communications, Royal Town Planning Institute
Juliette Maxam, Senior Media and PR Manager, Greater Anglia

---

16:00 Chair’s closing comments & end of conference