Future Proofing in-house communications teams: Prioritising impact

When: (Virtual Event)
Organiser: PRmoment Events
Cost: Free

Why attend: You’ll hear exclusive research looking at the intersection of in-house teams and their agency partners, including a discussion of the unconscious biases of in-house leaders.

We’ll also look at how the skill sets of in-house communications teams have changed: what is the balance of modern public relations between media relations, owned social, employee amplification, influencer and paid media?

Please note all attendees will be sent a recording of the presentations after the event.

4.00 pm

Chairperson’s intro
Ben Smith, founder, PRmoment

4.05 pm

Exclusive research results: What are the implications of your unconscious biases when choosing an agency
Rosie Bannister, managing director, AxiCom

  • To what extent are unconscious biases responsible for the choice of an agency partner?

  • What are the attributes PR buyers look for in an agency?

  • What are the biggest turn-offs for in-house teams when appointing an agency?

  • How important is sector expertise in the agency buying decision?

4.25 pm

How in-house communications departments are changing
Chris Talago, senior director marketing communications EMEA & APAC, Adobe

  • How in-house PR teams are growing and evolving

  • The intersection of communications with marketing, legal, employee comms and the c-suite

  • Why comms needs to lead an integrated content strategy across social

  • The rising importance of data: both to shape strategy and to measure success

  • Your Comms Defence: Communications teams as the guardians of the brand

4.50 pm

How have the skills of PR professionals changed in the last 5 years?
Darshna Kamani, international director, PR & Communications, International, Dynatrace

  • What skills are needed to be a successful PR professional today?

  • The need for specialist content production capabilities within teams

  • The role of data specialists

  • Intelligence: Why there’s no room for bluffers in PR anymore

5.15 pm

Panel: What unconscious bias is held about PR agencies?

  • How common is unconscious bias in PR pitch decisions?

  • When do your preferences become biases? Whether it's a preference for specialist vs generalist agencies, independent vs networked/group-owned firms, or a specialism preference such as consumer vs B2B?

- Rosie Bannister, managing director, AxiCom (chair)
- Darshna Kamani, international director, PR & Communications, International, Dynatrace
- David Ginivan, VP corporate communications and reputation, Sage


5.35 pm

Close of event


This event is worth 20 points
towards the PRCA CPD

Thanks to AxiCom for partnering with us for this event