PR Analytics 2016

Chairperson Welcome
Ben Smith, founder, PRmoment

Is measuring the impact of PR more difficult than the measurement of marketing?
Dave Stevens, Marketing Director, British Land

• Comparing the measurement of marketing and PR in B2B markets
• PR can contribute marketing ROI in B2B markets but too often its measurement is done poorly
• Don’t be tempted to measure activity, measure what matters to the business
• Is marketing measurement currently more sophisticated than PR measurement?

Consumers don’t hear communications in silos, so don’t measure communications in silos
Karen Prichard, Managing Director Reputation, Ebiquity

• Measurement has changed: Boards are increasingly looking for data to show the impact of the different forms of communications on organisational objectives and now require marketing data to show impact on objectives
• Is messaging equally effective across all media types?  
• Why PR professionals must understand the impact on company objectives of their work
• Soft brand metrics versus advertising – what we are learning? The mix of financial and softer KPIs
• Integrated and convergence measurement: Pinpointing and differentiating the effect impact of PR and advertising through econometric modelling

Understand your impact on sales, that is the best measurement
Paul Wooding, Director of Public Relations, EMEAI at WD, a Western Digital company

• Are we framing the measurement of PR wrongly?
• There are lots of measurement tools out there but are we in danger of measuring the wrong stuff?
• Why PR campaigns should be focused on how they will impact the business
• Understand your impact on sales, that is the best measurement
• If you can’t say how your PR budget has impacted the business, you risk losing that budget

Progress report: Is the measurement of PR improving?

Quick fire presentations and panel:

The agency perspective:

5 mins on: How PR agencies can use a measurement framework for their clients
Andy West, Group Chief Development Officer, Hotwire

5 mins on: A reality check: Can you accurately measure the quality of corporate counsel?
Oliver Pauley, Managing Director, Portland UK

5 mins on: What the client wants: What Direct Line Group wants from their measurement
Claire Foster, PR Manager, Direct Line Group

Measurement consultancies:

5 mins on: Have measurement capabilities improved
Jeremy Thompson, Managing Director EMEA, Cision and Chairman, AMEC

5 mins on: Are PR people interested in measurement yet?
Mark Westaby, Director, Spectrum Consulting

To be clear, we’ve deliberately chosen panellists who do not currently work together

Followed by an audience Q&A

Informal networking
Tea, coffee, biscuits and fruit

Top tips on How to Use AMEC’s Social Media Measurement Framework
Elayne Phillips, Insight and Evaluation, Prime Minister's Office & Cabinet Office Communications, AMEC (The International Association for the Measurement and Evaluation of Communications)

• Identifying the best social media metrics for different campaigns
• Why metrics should always support the business and/or program objectives
• What are the best sources of data when measuring social media
• A guide to using AMEC's business and channel metrics framework
• A guide to using AMEC's Paid, Owned and Earned (PESO) metrics framework

How better evaluation has increased the effectiveness of government communications
Paul Njoku, Head of GCS Evaluation Project, Government Communication Service

• What UK Government Communications is doing to lead the charge in the field of measurement
• Why evaluation is important to improving and saving lives in the UK
• The frameworks and models it uses to prove PR value

How O2 use social analytics
‎Daryl West, Social Media Insight Lead, Telefónica O2

• Using social media analytics to produce insight stories grounded in data
• Using analytics to drive engagement on social channels
• Using social analytics as an early warning system if things go wrong
• How the insight team plugs into the PR team, the marketing team and the customer care team

Chair summing up

Buffet lunch