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

PR analytics: Ending the Data Deficit of Public Relations

Location: London
Organiser: PRmoment
Price: £165 + VAT
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For the full speaker program, please scroll down beneath the form below.

If you have problems booking this conference, or require further information, please email Our offices are open 9am to 5.30pm Monday to Friday.

The address for this seminar is: 35-41 Folgate Street, London, E1 6BX


I love PRmoment events. They’re perfectly formed, tackling important issues, with excellent content and speakers. The set-up is great – a full morning of quality presentations, a bit of networking and you’re back in the office with half the day still left. And the speakers are strong – a combination of ‘big names’ and new faces. I’ve stopped looking at the topic and line-up now, I just book. Because I know that attending a PR Moment event will be a morning well spent. Highly recommended.
Richard Fogg, Managing Director, CCGroup


8.30am Registration, coffee and croissants

Chairperson's Introduction
Barry Leggetter, CEO, The International Association for the Measurement and Evaluation of Communication (AMEC)


Demonstrating communications is more effective than legislation, regulation and taxation
Sean Larkins, Deputy Director, Government Communications

  • Bringing commercial discipline to government communications
  • All government communicators must be trained in analytics and evaluation
  • Why all government communication does not aim to drive awareness but deliver a policy outcome
  • How a body of data will enable government communications to predict communication outcomes
  • How minimum level of ROI will be set for all government communications

Integrated Measurement of Outputs, Outtakes and Outcomes
Ben Matthews, Head of Strategic Communications, eBay

  • How eBay takes an integrated approach to measurement
  • Understanding the impact of your communications on employees and external stakeholders
  • What KPIs does eBay use for its communications measurement?
  • How eBay breaks down its communications measurement into awareness, understanding and relevance
  • Understanding the correlation of eBay’s communication outputs, communication outtakes and communication outcomes

Fast growth in media evaluation driven by PRs coming of Age
Jeremy Thompson, Chief Executive of Gorkana Group and Chair of AMEC

  • The rise of measurement and the professionalisation of PR
  • Why the power of data and insight in communications has never been so great
  • How the global public relations sector must agree uniform standards of measurement and KPIs
10.20am Coffee Break

Why a heavily metricised approach to measurement is outdated
Hugh Davies, Director of Corporate Affairs, Three

  • Why you should measure the impact of your communications on the business objectives - and not much else!
  • Why too much money is wasted measuring outputs
  • Measure outcomes not outputs
  • Why you need to measure perception change

Why digital has given PR the opportunity to demonstrate its value
Andrew Smith, Managing Director, escherman

  • Why digital has given PR the opportunity to demonstrate its value
  • Why PR’s measurement paranoia must end
  • Understanding the direct and indirect contribution of PR
  • How to track digital footprints across multiple channels
11.25am Demonstrating the impact of media coverage on sales and share price
Andy Smith, Head of Media Relations & Employee Communications, Santander UK plc

Getting beyond dashboards and the wriggly line!
Understanding the impact of communications on the business objectives
How Santander link media coverage to sales
What metrics do Santander use to measure their reputation

Using psychometrics to understand the impact of social
Andrew Grill, Partner, Social Business, IBM Global Business Services

  • The importance of granular customer insight data to drive communications
  • Why organisations must understand the social eminence of their people
  • The importance of responding with relevance in real time
  • The impact of social collaboration between influencers and stakeholders

The contribution of PR to a B2B sales pipeline
Jeremy Waite, Head of Digital Strategy, EMEA Salesforce Marketing Cloud

  • Which analytics and KPIs best illustrate the impact of PR on sales?
  • Understanding the cost per acquisition of PR
  • How to maximise the impact of your integrated communications
  • To what extent is it possible to separate the impact of PR from other marketing?

Panel: The Graphic deduction of public relations

  • The data credibility gap for Comms Directors and Agency Directors
  • The ugly side of pretty charts
  • Why small data is king

Richard Bagnal, CEO Prime Research UK, Board Director AMEC

Johna Burke, BurrellesLuce EVP, Marketing, Public Relations

Marcus Gault Managing Director (Insight), Precise

Ben Levine, Vice President, Ketchum


Chairperson's Closing Remarks
Barry Leggetter, CEO, The International Association for the Measurement and Evaluation of Communication (AMEC)

1.20pm Lunch & informal networking  
2.00pm Close of Conference