The Newsroom Revolution: The content demands of newsrooms have changed. Has PR been slow to mirror these changes?

Chairperson intro

Ben Smith, founder, PRmoment

Cap-Aldi: The inside story of how Lewis Capaldi put on a gig at Aldi's Nottingham storero

Lora Martyr, executive creative director, Taylor Herring

• Why was a livestream so important?
• Why the giant cardboard ‘Cap’ sign could only be put up 5 mins before the gig.
• How was the stunt teased into the social news teams?
• What social edits were produced?
• How strict is the licensing when working with an artist like Lewis Capaldi?

Creating assets to earn coverage: Making your content work harder across media and social

Nicola Snell, founder, Press Loft

• Understanding what assets journalists want.
• What are journalists' content priorities?
• Press coverage product photography hacks.

How Ikea gained cultural credibility with a towel

Andrew Bowers, head of social, Hope&Glory

• The power of reactive content: Cultural credibility with a towel!
• How the campaign was turned around in 8 hours.
• Instagram success: 49,900 engagements, saved over 3,000 times, and it reached over 655,000 unique users.
• 60,000 posts across social channels reaching over 40 million unique users with over 5.7 million engagements.
• 1,000 pieces of editorial coverage.
• 57% of IKEA’s GenZ UK consumer audience saw the campaign.

Case study: McDonald’s The Meal campaign

David Fraser, founder, Ready10

• “The thing about Happy Meals is, you’re not always happy”
• A global, conversation-leading PR campaign.
• A campaign which drove nearly 2,000 pieces of coverage across five continents.
• The Meal’s creative was in every McDonald’s in the UK.
• Why McDonald’s removed the iconic smile from its Happy Meal boxes during Mental Health Awareness Week.