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

The intersection of Data, Insight and PR Planning

Location: Online
Organiser: PRmoment Events
Price: £50 + vat

Why attend: The intersection of data, insight and PR planning is more critical than ever. The digitalisation of all of our lives means more data, this combined with the need for campaigns to deliver targeted impact means that data, insight and planning is perhaps the most important element of modern public relations.

How it works: Please register via Eventbrite using the button below. You'll be sent the login details for the virtual event 48 hours before it starts. All delegates will be sent a password-protected recording of the session post-event.

This webinar is hosted on Hopin.

You don't need a Paypal account to purchase your ticket(s). When the Paypal window opens below, just fill out your contact details and then on the next page you can fill out your credit card payment details. Paypal is the payment gateway but you don't have to pay from a Paypal account.

All delegates will be sent a password-protected recording of the event and the speaker slides post the event.

Want to send all your team to this session and the rest of PRmoment’s Autumn webinar series? Then don’t miss our flat rate all team fee of £500. Please email for more details


4.00 pm

Chairperson’s intro
Ben Smith, founder, PRmoment

4.05 pm

The 5 stages of PR planning
Adam Mack, director of strategy & insight, Hope & Glory PR

  • How to plan your campaign to have the best chance of success in communicating with your target audience.

  • How to connect your research, insight and strategy

  • Understanding the link between planning and creative ideas

  • How to plan and map an influencer campaign to reach the right audiences

4.30 pm

Data is overrated
Leigh-Anne Leonce, associate director, PLAY

  • Creating a story from strategy

  • Don’t obsess with the data: Good ideas must stem from a simple truth

  • Why strategists must understand culture

  • If you don’t know any of the target audience for a campaign - you probably shouldn’t be working on it!

4.55 pm

A PR planning tools guide
Jennifer Munroe, strategist, Grayling

  • What mix of tools do you require for modern PR planning?

  • What’s better? A one-stop shop as your data provider or multiple sources?

  • Useful primary research techniques

  • The mix of qualitative and quantitative research you need

  • How to Integrate your PR planning into the creative process

5.20 pm

It’s not about you: eliminating data bias in PR
Katreena Dare, director, Ketchum

  • Removing the ego from data - how confirmation bias impacts true analysis
  • Separating fact from assumption
  • How to become data neutral
5.45 pmClose of event

This event is worth 20 points
towards the PRCA CPD