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 about to become the most important element of public relations.
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.
All delegates will be sent a password protected recording of the event.
Agenda:
4.00 pm
Intro and Welcome Wesley Mathew, head of marketing, EMEA South, Meltwater
4.05 pm
What good PR planning looks like Pete Marcus, group planning director, Harvard
How to plan your PR campaign
The difference between tactical and strategic planning
What is the PR planning workflow
4.30 pm
The intersectionalities of society: Why planning is more complicated than anyone realised! Katreena Dare, practice director, Ketchum
Understanding your audience: We all live across multiple categories, which evolve and change according to our attitudes
To plan more effectively you must understand the rapid changes happening to UK society
Hints and tips to improve your planning techniques to ensure you understand the diversity of your audience
5.00 pm
Panel: Why planning in PR is more important than ever Kristian Hoareau Foged, founder, director of analytics & strategy, Simply Thought Nathan Kemp, head of strategy and creative, Europe, Grayling Lucy Hart, head of strategy & insight, Engine Mischief
Panel Themes:
The three buckets of PR planning: brand data, audience data and context
The intersection of planning and creative
The professionalism of PR planning
Why COVID was a game-changer for PR planners!
5.30pm
Edelman’s framework approach to driving insights, activation and learning through data and intelligence Toby Gunton, head of Edelman data & intelligence (DxI), EMEA at Edelman Data & Intelligence
How to approach the process of insight development in terms of the context, the landscape and the people you’re communicating with
How to develop your message activation in line with your insight
The importance of measurement and learning in planning
How Edelman’s three-team approach works across this framework: Human intelligence, predictive teams and performance teams (paid)
6.00 pm
Close of event
This event is worth 20 points towards the PRCA CPD
Thanks to Meltwater for partnering with us for this event
