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PR: The Future

Location: Ketchum Pleon's offices, 35-41 Folgate St, London, E1 6BX
Organiser: PRmoment Conferences
Price: From £165 + VAT

Social Media, Search Engine Optimisation and Online Content have revolutionised the world of Public Relations. As a result the skill set that PR professionals require today, compared to a few years ago, has changed dramatically.

Our PR: The Future conference will look at the skills required for future PR professionals by looking at the intersection of PR, SEO, Online Content and Social Media.

For the full speaker program, please see the timetable beneath the booking form.

Online event registration for PR: The Future powered by Eventbrite

Please note the prices above are exclusive of VAT.


9.00am Registration, Coffee and Croissants
9.15am What Skills do PR Professionals Need Now and in the Future?
Avril Lee, CEO, Ketchum Pleon, London

Why PR Professionals Must Broaden their Mind-Set to Focus on Internal Communications and Customer Relations
Peter Devery, EMEA PR Lead, Microsoft

  • Why communication teams can no longer just be a press office
  • PR operates in real time, so a communication team must structure itself to this reality
  • For an established brand, news is now about storytelling, not awareness 


Search Engine Optimisation (SEO)

SEO - Why PR or SEO in Isolation Doesn’t Work
John Straw, Founder, Linkdex

  • How do consumers search and what does this mean for PR professionals?
  • 5 top tips on how to put together an SEO campaign
  • Why SEO is now all about content
  • How to put together an integrated PR and SEO campaign



10.10am Why PR Campaigns Should Only Target the Footprints that Google Cares About
Nick Garner, Head of Search, Unibet
  • What is the SEO eco system and why has PR become vital for Search Engine Optimisation?
  • How does Google work and why is social engineering within search engines the future of PR?
  • Why does integrated public relations and SEO require a mind-set change for PR professionals?


Online content

An Integrated Social Media Case Study: “Cravendale Milk – Cats with Thumbs”Roo Reynolds, Head of Emerging Platforms, Wieden + Kennedy, London

  • The concept behind the “cats with thumbs” campaign
  • The role of viral video in the campaign
  • Why the TV advert remains important
  • The role of social media in rewarding the fans
  • What were the results of the campaign? Did it work?


11.00am Networking Coffee Break


Social Media

Panel Debate: Ownership of Social Media is Irrelevant – But Who Does What in a Digital/Social Media Campaign?

Panel Q & A Session:
Chaired by Stuart Handley, Director of Comms, Dell

Peter Devery, EMEA PR Lead, Microsoft

Mo Lishomwa, Head of Digital, Ketchum Pleon

Roo Reynolds, Head of Emerging Platforms, Wieden + Kennedy





Planning Social Media Success
Azeem Azhar, Founder, Peer Index

  • What are the effects of engaging influencers in social media? Does it sell more products?
  • How can PR professionals plan to target social media influencers?
  • What type of content gets the most engagement?

The Evolving Digital Landscape and the Disruption to Traditional Agency Models
Mo Lishomwa, Head of Digital, Ketchum Pleon

  • Why understanding the business objective is the key driver to developing a digital strategy
  • Why every department in a business is touched by social media
  • How can social media be utilised across the business functions?

The Evolution of PR

How does Cable & Wireless Worldwide use Corporate PR to Communicate with its Target Market?Kai Boschman, Director of Corporate Affairs, Cable & Wireless Worldwide

  • How have the boundaries between marketing and corporate communications become blurred?
  • How does Cable & Wireless Worldwide use corporate PR?
  • Working with the media - how the rules of engagement have changed



How BT Built a Social Media Customer Services Function
Bian Salins, Head of Social Media Innovation, BT Customer Service

  • How BT built a social media customer services system 
  • How BT’s customer services and PR teams co-ordinate a response to crisis situations
  • How BT’s social media customer services is embedded into the wider business functions
  • Why the service brand BT Care was developed
  • Why brands must go to where your customers are having conversations
1.20pm Chairpersons Closing Summary
Avril Lee, CEO, Ketchum Pleon, London
1.30pm Buffet Lunch and Informal Networking  

All bookings are completed through a secure server via Google Checkout.

If you have problems booking this conference, or require further information, please call Ben Smith on 01962 888113, or email To view highlights from a previous PRmoment conference click here.

This conference is being held at Ketchum Pleon, 35-41 Folgate Street London E1 6BX. The venue is a 5 minute walk from Liverpool Street Station. Here is a map to the venue.

Please note that PRmoment does not share delegate details with any third parties, including sponsors.