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

Your PR Planning Guide 2021

Location: Online
Organiser: PRmoment Events
Price: FREE

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.


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

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!

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