Agenda


The main conference will be taking place on 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


Speaking opportunities
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General enquires
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