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

Content Wars: How are brands using content?

Location: 116-120 Goswell Road, London, EC1V 7DP
Price: Free

For the full speaker program, please scroll down beneath the form below. If you have problems booking this conference, or require further information, please call on 01962 832542 or email Our offices are open 9am to 5.30pm Monday to Friday.

Due to high demand, we have to limit the number of tickets per organisation to two. This is a joint and Mynewdesk event. Neither PRmoment nor Mynewsdesk will share delegate details with any other third parties.

The address for this seminar is: 116-120 Goswell Road, London, EC1V 7DP



5.30pm Registration

Chairperson's introduction
Ben Smith, Founder and MD,

6.00pm How are brands using content?

James Herring, Owner, Taylor Herring

  • Are brands using content well?
  • Why PR is well placed to help brands tell their stories
  • How can content help build a brand?
  • Does content help organisations sell stuff?
6.30pm How does John Lewis use content to maximise its engagement and reach through Twitter?

Laura Chilvers, PR Manager, John Lewis

  • How does John Lewis use content to create more meaningful relationships with bloggers?
  • How does John Lewis promote its products on Twitter and does this lead to sales bumps?
  • How does John Lewis structure its communications and community teams so that relevant, newsworthy and local content is promoted through its Twitter stream?
  • What content works best on Twitter for John Lewis?
  • How does John Lewis use video content on Twitter?
7.00pm The brand newsroom: a new model for PR impact

Adam Cranfield, Chief Marketing Officer, Mynewsdesk

  • What is the "brand newsroom" approach to PR?
  • How can you make content work harder for you?
  • Are we becoming image obsessed?
  • What skills do we need in a 2013 PR team?
  • Who is leading the way in the newsroom approach?

How an innovative approach to content re-launched a 20-year sponsorship relationship

Case Study: Something for the fans – MasterCard’s Priceless campaign at the Brits

Neil Henderson, Head of Communications, MasterCard
Chris McCafferty, Founder, Kaper PR

  • How MasterCard worked with high profile artists Rita Ora, Ne-Yo, Conor Maynard and Delilah
  • How the build-up was staggered to invite fans to become involved
  • Video content: How fans were filmed copying their favourite artists work
  • Integrated campaign: The fans’ reaction when their videos were shown during the advert breaks at the Brits
  • How the content was seeded on YouTube, Twitter and Facebook
8.00pm Chairperson's summary
8.15pm Informal networking with food and drinks
9.00pm Close of conference

This event is produced in partnership with: