Agenda


The main conference will be taking place on 20 November, with optional workshops taking place on 19 November.


09:00 Registration and refreshments

10:00 Workshop A: Measurement fundamentals - setting up an evaluation framework

In partnership with

Andrew Drinkwater Trainer, Press Association

Why measurement is a central issue for PR

  • How measurement and evaluation provide critical insights for PR activity
  • Measuring outputs vs. measuring impact - is traditional media evaluation still relevant in today’s always-on world?
  • Applying common sense to social media evaluation

How to define your objectives and align it with meaningful measurement

  • Setting objectives that align with the business objectives of your organisation
  • Aligning these objectives with the most suitable and informative metrics
  • Using these results to affect future performance and objectives

Advanced evaluation – measuring outtakes, outcomes and impact

  • Understanding the impact of PR activity and the effectiveness of campaigns
  • Adapting and implementing the AMEC framework to make measurement central to your business’s PR operations

Case study

  • Establishing a measurement framework and adapting established PR practices
  • Using evaluation to adapt PR activities during and after campaigns
  • Comparing performance and objectives to get insight

Resources and roadmap

  • Using the available resources to develop our own framework
  • AMEC’s maturity mapper

12:00 Lunch


13:00 Workshop B: Influencer insights - measurement as a starting point to establish and monitor influencers

In partnership with

Jake Bradley Trainer, Press Association

Defining influencer marketing measurement and where to begin

  • Why measurement is fundamental to the success of influencer campaigns
  • Understanding what metrics should be measured to show the impact of your influencers
  • Where influencer measurement differs from PR measurement and why the two are separate disciplines

Budgeting and devising your approach

  • Making sure that influencers are the best fit for your business and your audience
  • Being strategic with your budget to maximise your effectiveness in measurement and evaluation
  • How to define and measure ROI from influencer marketing from a content, brand awareness and sales perspective

Defining your influencer KPI’s and setting the right measurement framework

  • Translating your business objectives into the influencer marketing channel 
  • How to create a strategic measurement framework for influencers to shape your future campaigns 

Optimising your media spend with influencer measurement 

  • Understanding the impact of high performing content and how to optimise activity throughout a campaign 
  • Where influencer marketing feeds into your other marketing channels and identifying the impact
  • Using your evaluation framework to adapt current practices for future influencer activity

15:00 End of day 1

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.