Workshops - Tuesday 17 & Wednesday 18 November  |  Conference - Wednesday 19 November

10:00 Chair's opening remarks

10:10 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 

Alex Aiken, Executive director of government communications, UK Government

10:25 Session break

10:40 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

11:00 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 Rachoud, Deputy Director, Public relations and communications, Stroke Association
• Staycations and the new normal: How visit Britain pivoted to encourage us all to stay safe on holiday
Caitlin Johnson, Senior International PR Manager, Visit Britain
• Selling houses during lockdown: How Purple Bricks has used measurement to drive innovative messaging
Zoe Melarkey, Director of Communications, Purple Bricks

11:45 Session break

12:00 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

12:40 Networking lunch

13:40 The Trust deficit: Boycotts, Brand purpose and consumer activism 

• With social media rapidly losing its status as a trusted channel, what are the most viable alternatives for measurable campaigns?
• The podcast proposition: how do you go beyond simply counting  downloads to measuring relationships and connection?

14:20 Session break

14:35 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

15:00 Session break

15:15 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? 

16:00 Chair’s closing remarks

16:10 Close of conference

Workshops - Tuesday 17 & Wednesday 18 November  |  Conference - Wednesday 19 November