Changing your measurement mindset: from output to impact

When:	27th April 2022 (Virtual Event)
Organiser:	PRmoment Events
Cost:	Free

Why attend: This free to attend webinar will tell you all you need to know about moving your communications analytics from measurement (with a focus on the past) to an insight based approach - which is crucial for modern, forward-looking integrated communications.

How it works: Please register via Eventbrite using the button below. You'll be sent the login details for the virtual event 48 hours before it starts. All delegates will be sent a password protected recording of the session post-event.

Please note, this webinar is hosted on Hopin.

Also, please note all delegates will be sent a recording of this session.

Thanks to Onclusive for partnering with us for this event.

11.55 am	Chairperson’s intro Ben Smith, founder, PRmoment
12.00 pm	Changing your measurement mindset: from output to impact Anna Salter, head of consultancy, Onclusive How PR can drive consumers to take action, and build brand perceptions Practical and low-cost approaches to measuring the impact of PR Going beyond the consumer – how do you measure your impact on other important stakeholders of your organisation
12.20 pm	Case Study PR's role as a lead generator: Barracuda's data and insights journey Darshna Kamani, senior director, PR & communications, International, Barracuda Networks How to change your comms priorities from output metrics to impact on the business
12.45 pm	Case Study ASICS’ Upliftford campaign: Uplifting the mood of a town through exercise Caroline Fisher, communications director, Championing Movement for Mind, ASICS How the campaign married social impact objectives with business (sales) objectives Why PR needs to be more ambitious and not hide behind meaningless statistics - that’s when PR gets siloed within an organisation How the campaign increased ASICS market share and brand preference scores Why the campaign has created a blueprint within ASICS and internally has given PR permission to be more ambitious
1.10 pm	Understanding the relationship between proxy metrics and measuring true value Daniel Stauber, manager, marketing science, Agencies EMEA, Meta How to validate your proxy metrics (likes, shares, reach) with your business outcomes
1.35 pm	From measurement to insight: why you need to change your measurement mindset Lucy Linthwaite, global hybrid cloud geo communications leader, IBM Why there’s a big difference between campaign measurement and insight How IBM simplified and streamlined its communication KPIs Why big numbers might make you look good but you can’t do anything with them From measurement to planning and insight: How to make that journey and bring your internal team and agency teams with you
2.00 pm	Close of session

This event is worth 20 points
towards the PRCA CPD

Thanks to Onclusive for partnering with us for this event.

Speaker Program

Anna Salter, head of consultancy
Onclusive
Darshna Kamani, senior director, PR & communications, International
Barracuda Networks
Caroline Fisher, communications director, Championing Movement for Mind
ASICS
Daniel Stauber, manager, marketing science, Agencies EMEA
Meta
Lucy Linthwaite, global hybrid cloud geo communications leader
IBM