Agenda

08:30 Welcome breakfast and registration

09:00 How to improve the quality of PR measurement programs – The AMEC M3 – an industry first!
Presentation and Q&A

• How a measurement program “measures up” to best practice?
• How to make a measurement program more effective?
• Where to focus first?
• How does M3 integrate with AMEC’s Integrated Framework

Paul Hender, Consultant
Colin Wheeler, Board Director, AMEC and Managing Director, Survey Solutions Limited

09:15 Setting up for success by leveraging data
Presentation and Q&A

• Defining your metrics and target audience before launch to effectively track results during and after a campaign
• Utilising data sources to tweak and enhance campaigns throughout, in order to maximise results
• Obtaining the data to prove PR’s worth within an integrated model

Fergus Campbell, Head of Communications, Gumtree

09:40 Brand case study
Case study and Q&A

• Planning and delivering effective measurement strategies for campaigns on a smaller budget
• Describing the frameworks that are successful for smaller organisations, and demonstrate how they are applied
• Alternative measurement models on a budget; providing value to clients without spending on major tools

10:05 Spotlight on attribution: How can PR use measurement to prove its worth against other channels?
Panel debate and Q&A

• Making the case for ‘smart’ data-driven PR and how it can enhance a campaign
• Learning lessons from other channels to provide genuine ROI and use data to negotiate on a commercial level with clients
• What should the PR toolkit look like to effectively measure campaign activity?
• Discussing the digital and analytical skills that communications professionals will need to make the case for PR

Allison Spray, Head of Data & Insight, Hill & Knowlton Strategies
Fergus Campbell, Head of Communications, Gumtree
Rick Guttridge, Managing Director, Smoking Gun PR

10:45 Chair’s closing remarks

10:50 End of Conference