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Your PR Planning Guide

Location: Online
Organiser: PRmoment Events
Price: £30 + vat

Why attend: PR planning has become more critical than ever. The digitalisation of all of our lives means that there is more data available to planners than ever. This combined with the pressure for campaigns to deliver targeted impact means that planning is perhaps the most important element of public relations.

At this event, you’ll hear from some of the UK's best PR planners talk about how they do their job most effectively and the techniques and tools they find most useful.

How it works: Please register via Eventbrite using the button below, you'll be sent the log in details for the virtual event 48 hours before it starts.

Please note 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. So Paypal is the payment gateway but you don't have to pay from a Paypal account.


4.00 pm

Intro and Welcome
Chairperson introduction, Ben Smith, founder PRmoment


4.05 pm

The 5 stages of the planning process
Adam Mack, strategic communications consultant, Plannability

  • How to pull apart a brief from a planning perspective
  • How to put together the right sources for your data
  • How to extract insight from your data
  • Developing a strategy from your insight
  • Measuring against your plan
Audience Q&A

4.35 pm

A Planning Tools Guide: Which tools work for what?
Kristian Hoareau Foged, insight analyst and strategic communications consultant

Audience Q&A

Top Planning Tips from a PR Planners Panel

Chris Paxton, chief strategy officer, Hotwire
Lucy Hart, head of strategy & insight, MHP Mischief
Jo Hudson, Planning Director, PrettyGreen


  • What planning tools do our panellists use?
  • How do you connect the planning and measurement of a campaign?
  • Increasingly is PR about inducing behaviour change?
  • Can you measure how people engage with editorial content?
  • Are their important differences between planning in a B2C environment and a B2B environment?
  • How does PR planning work across integrated campaigns?
  • What data do PR planners need from their clients to do their jobs effectively?

5.30 pm

How IBM uses Watson to help plan its PR strategy

Lucy Linthwaite, external media relations leader, IBM

  • How to use IBM Watson to help inform campaign planning
  • How IBM uses data, analytics and market analysis to map out its PR strategy
  • An outline of the functionality of IBM Watson that everyone can explore
Audience Q&A

6.00 pm

Close of event