PRmoment Leaders PA Mediapoint PA Assignments PRCA PRmoment Awards Winners North Creative Moment Awards 2024 PR Masterclass: AI in PR

Changing your measurement mindset: from output to impact

Location: Online
Organiser: PRmoment Events
Price: 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.