| 9.00am |
Registration, Coffee and Croissants |
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| 9.15am |
What Skills do PR Professionals Need Now and in the Future?
Avril Lee, CEO, Ketchum Pleon, London |
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| 9.20am |
Why PR Professionals Must Broaden their Mind-Set to Focus on Internal Communications and Customer Relations
Peter Devery, EMEA PR Lead, Microsoft
- Why communication teams can no longer just be a press office
- PR operates in real time, so a communication team must structure itself to this reality
- For an established brand, news is now about storytelling, not awareness
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9.45am
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Search Engine Optimisation (SEO)
SEO - Why PR or SEO in Isolation Doesn’t Work
John Straw, Founder, Linkdex
- How do consumers search and what does this mean for PR professionals?
- 5 top tips on how to put together an SEO campaign
- Why SEO is now all about content
- How to put together an integrated PR and SEO campaign
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| 10.10am |
Why PR Campaigns Should Only Target the Footprints that Google Cares About
Nick Garner, Head of Search, Unibet
- What is the SEO eco system and why has PR become vital for Search Engine Optimisation?
- How does Google work and why is social engineering within search engines the future of PR?
- Why does integrated public relations and SEO require a mind-set change for PR professionals?
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10.35am
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Online content
An Integrated Social Media Case Study: “Cravendale Milk – Cats with Thumbs”Roo Reynolds, Head of Emerging Platforms, Wieden + Kennedy, London
- The concept behind the “cats with thumbs” campaign
- The role of viral video in the campaign
- Why the TV advert remains important
- The role of social media in rewarding the fans
- What were the results of the campaign? Did it work?
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| 11.00am |
Networking Coffee Break |
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11.15am
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Social Media
Panel Debate: Ownership of Social Media is Irrelevant – But Who Does What in a Digital/Social Media Campaign?
Panel Q & A Session:
Chaired by Stuart Handley, Director of Comms, Dell
Peter Devery, EMEA PR Lead, Microsoft
Mo Lishomwa, Head of Digital, Ketchum Pleon
Roo Reynolds, Head of Emerging Platforms, Wieden + Kennedy
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| 11.40am |
Planning Social Media Success
Azeem Azhar, Founder, Peer Index
- What are the effects of engaging influencers in social media? Does it sell more products?
- How can PR professionals plan to target social media influencers?
- What type of content gets the most engagement?
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| 12.05pm |
The Evolving Digital Landscape and the Disruption to Traditional Agency Models
Mo Lishomwa, Head of Digital, Ketchum Pleon
- Why understanding the business objective is the key driver to developing a digital strategy
- Why every department in a business is touched by social media
- How can social media be utilised across the business functions?
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| 12.30pm |
The Evolution of PR
How does Cable & Wireless Worldwide use Corporate PR to Communicate with its Target Market?Kai Boschman, Director of Corporate Affairs, Cable & Wireless Worldwide
- How have the boundaries between marketing and corporate communications become blurred?
- How does Cable & Wireless Worldwide use corporate PR?
- Working with the media - how the rules of engagement have changed
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| 12.55pm |
How BT Built a Social Media Customer Services Function
Bian Salins, Head of Social Media Innovation, BT Customer Service
- How BT built a social media customer services system
- How BT’s customer services and PR teams co-ordinate a response to crisis situations
- How BT’s social media customer services is embedded into the wider business functions
- Why the service brand BT Care was developed
- Why brands must go to where your customers are having conversations
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| 1.20pm |
Chairpersons Closing Summary
Avril Lee, CEO, Ketchum Pleon, London |
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| 1.30pm |
Buffet Lunch and Informal Networking |
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