Why attend: PR planning has become more critical than ever. The digitalisation of all of our lives means that there is more data available to planners than ever. This combined with the pressure for campaigns to deliver targeted impact means that planning is perhaps the most important element of public relations.
At this event, you’ll hear from some of the UK's best PR planners talk about how they do their job most effectively and the techniques and tools they find most useful.
How it works: Please register via Eventbrite using the button below, you'll be sent the log in details for the virtual event 48 hours before it starts.
Intro and Welcome Chairperson introduction, Ben Smith, founder PRmoment
The 5 stages of the planning process Adam Mack, strategic communications consultant, Plannability
How to pull apart a brief from a planning perspective
How to put together the right sources for your data
How to extract insight from your data
Developing a strategy from your insight
Measuring against your plan
A Planning Tools Guide: Which tools work for what? Kristian Hoareau Foged, insight analyst and strategic communications consultant
How IBM uses Watson to help plan its PR strategy
Lucy Linthwaite, external media relations leader, IBM
How to use IBM Watson to help inform campaign planning
How IBM uses data, analytics and market analysis to map out its PR strategy
An outline of the functionality of IBM Watson that everyone can explore
Top Planning Tips from a PR Planners Panel
Panellists: Chris Paxton, chief strategy officer, Hotwire Lucy Hart, head of strategy & insight, MHP Mischief Jo Hudson, Planning Director, PrettyGreen
What planning tools do our panellists use?
How do you connect the planning and measurement of a campaign?
Increasingly is PR about inducing behaviour change?
Can you measure how people engage with editorial content?
Are their important differences between planning in a B2C environment and a B2B environment?
How does PR planning work across integrated campaigns?
What data do PR planners need from their clients to do their jobs effectively?