Why attend: This event examines how PR and communication teams can better demonstrate their impact on sales in both B2B and B2C markets.
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. All delegates will be sent a password protected recording of the event and the speaker slides post the event.
Agenda:
4.00 pm
Intro and Welcome Wesley Mathew, head of marketing UKI & India, Meltwater
4.20 pm
How Glassdoor's public relations impacts the business Joe Wiggins, director, corporate communications, Glassdoor
How content, through SEO and media coverage, drives traffic to specific landing pages
The correlation between media coverage and site traffic for Glassdoor
Linking PR initiatives to sales performance
Why media coverage is more impactful than social media for Glassdoor
How to increase coordination between the PR team and the sales team
4.50 pm
Case Study: The role of public relations in Hearst meeting its corporate objectives Effie Kanyua, director of PR and comms, Hearst UK
The role of PR in Hearst's 200% digital growth during lockdown
How, through affiliate marketing, Hearst has grown its ecommerce business by 394% during lockdown
By identifying health and home as growth lockdown sectors, the PR team was able to drive traffic to these categories
5.15pm
Why the most undervalued marketing evaluation method in PR is Marketing Mix Modelling (MMM) Daniel Stauber, marketing science expert, Facebook
Why PR teams need to make friends with econometrics teams!
When synergies in your channel measurement are an advantage - and when they are not!
Which metrics and methods don't work
The impact of policy changes to AdTech
5.35 pm
How to build a PR campaign that impacts sales performance Darshna Kamani, senior director, PR & communications, International, Barracuda Networks
Building a comms measurement strategy for your organisation
Understanding what sales really care about when it comes to measurement
How having the right metrics in place can elevate the perception of PR
