Agenda


The main conference will be taking place on 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

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.