Workshops - Tuesday 19 November  |  Conference - Wednesday 20 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

Workshops - Tuesday 19 November  |  Conference - Wednesday 20 November