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Agenda
The main conference will be taking place on 20 November, with optional workshops taking place on 19 November.
08:00 Registration and refreshments
09:00 Welcome from PRWeek
John Harrington, UK Editor, PRWeek
09:05 Chair's opening remarks
Natasha Plowman, Global Head of Communications Strategy and Digital, HSBC Commercial Banking
09:10 The evolving measurement landscape and the need to adapt
Opening keynote
- An overview of the current measurement challenges for PR - raising measurement standards
Johna Burke, Global MD, AMEC
09:30 Kerry Foods’ measurement journey: transforming PR from an overlooked function to an integral part of the business
- Elevating the PR function in a large business through demonstrating ROI
- How to sell PR to the board and increase investment into restructuring PR around measurement
- How Kerry Foods engaged with their target audience efficiently and effectively through the use of social media and quality content
Dawn Spencer, Marketing & Category Manager, Kerry Foods
09:55 Brand and reputation objectives - setting difficult-to-measure goals and measuring them
Panel discussion
- How brand audits can give a long-term perspective on the success of PR activity
- Looking beyond planned campaign cycles to secure long-term commitment
- Measuring the impact of PR campaigns on the existing public perception of your brand and message
Richard Bagnall, Chairman,
AMEC
Fergus Campbell, Head of Communications,
Gumtree
Jenny Caven, Head of External Affairs,
Slimming World
Marianne Morgan, Director of Research & Analytics,
Citypress
Claire Pimm, Head of Campaigns,
Cabinet Office
Christina Finlay, Director, Insights and Data,
National Trust
10:35 Morning refreshments
11:25 Measurement on a budget - how Shelter produces award-winning PR with a small, in-house team
Case study
- How to make comprehensive measurement affordable and use it to save on PR spending
- Using evaluation to resource more effectively and improve efficiency
- Measuring complex change: how to track policy influence
Alice Klein, Head of Media, Shelter
Breakout Sessions | |
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11:50 Creating and evaluating behavioural changePresentation
Allison Spray, Managing Director of Data and Insights, Hill+Knowlton Strategies |
11:50 Influencer marketing - the new Wild West of measurementPanel discussion
John Harrington, Chairman, UK Editor,
PRWeek
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Breakout Sessions | |
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12:30 Measuring the impact of PR in an integrated campaign
James Alexander, Head of Culture and Entertainment,
Diageo
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12:30 Building a PR team for measurement expertise
Steve Earl, MD UK,
APCO
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13:10 Lunch
Breakout Sessions | |
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14:10 Online measurement on a budget - basic tools to track online user journeys
Andrew Smith, MD, Escherman |
14:10 Competing for a contract using measurement strategy to enhance a pitch
James Crawford, MD,
PR Agency One
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Breakout Sessions | |
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14:50 Podcasts and PR: looking beyond downloadsPanel discussion
Russell Goldsmith, Founder,
Audere Communications
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14:50 GDPR and regulations around measurement
Claire Robson, Head of Governance, Legal and Compliance,
Great Ormond Street Hospital
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15:30 Afternoon refreshments
16:00 How to present campaign results to win more budget
Presentation
Corrina Safeio, Director of Strategy and Insights,
Pegasus
Ian Stevens MBE, Programme Manager, Suicide Prevention,
Network Rail
16:20 The AMEC survey results: What are the strengths of the measurement tools currently on the market and where are the gaps?
Johna Burke, Global MD, AMEC
16:50 PR in the bigger picture: A CMO’s perspective on how marketing and comms can work together to evaluate their impact
Finola McDonnell, Chief Communications and Marketing Officer, Financial Times
17:20 Chair’s closing remarks
Natasha Plowman, Global Head of Communications Strategy and Digital, HSBC Commercial Banking
17:30 Networking drinks reception, brought to you by PRWeek
18:30 End of Day 2
Speaking opportunities
Please contact Josh on +44 (0)20 8267 4128 or
joshua.askwith@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.