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.
Chairperson’s intro Ben Smith, founder, PRmoment
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?
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
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
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
Close of event
This event is worth 20 points
towards the PRCA CPD
Thanks to AxiCom for partnering with us for this event