Grab your coffee, greet your colleagues and peers, and gear up for a day packed with energy, ideas, and connections!

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A warm welcome to all delegates, followed by a brief summary of the day's main topics.

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This session provides a "how-to" for framing PR as a driver of business success, helping you bridge the gap between communication outputs and strategic business outcomes even during budget pressures.

Learn to translate communication data into strategic value to prove tangible impact to the C-suite.

Talking points 

• Beyond Vanity Metrics: Translate PR data into business-ready insights such as ROI, customer lifetime value, and lead generation.
• Boardroom Advocacy: Use practical frameworks to present PR value to directors, securing investment through strategic communication metrics.
• Integrated Measurement: Embed PR measurement within marketing funnels to clearly prove tangible business impact.
• Justifying PR Budgets: Position PR as a "must-have" by quantifying its role in reputation management and long-term brand equity.
• Rigorous Accountability: Replace "blunt instrument" reporting with rigorous, outcome-based analysis that serves as a strategic asset.

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In an era of declining trust and geopolitical volatility, traditional volume metrics are insufficient. This keynote explores how to build measurement frameworks that capture strategic value and reputation management.

Discover how to align communications with corporate strategy to strengthen organisational resilience and drive business success.

• Strategic Alignment: Translate reputation into measurable business value for the C-suite by aligning PR with corporate strategy.
• Measuring in Flux: Implement strategies to protect and measure reputation during geopolitical volatility and declining trust.
• Quantifying Stability: Capture the value of PR in managing uncertainty and maintaining stakeholder confidence through agile measurement.
• Beyond Volume: Embed data and evaluation to show how reputation drives long-term performance and corporate responsibility.
  

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AI search is reshaping how brands earn visibility, and the sources AI reads, cites and trusts are increasingly the same third-party sources PR teams influence every day.

In this session, Muck Rack will share new findings from What Is AI Reading?, a study of more than 1 million AI citations, showing why GEO is fundamentally an earned-media discipline. 

We’ll also share new data from Muck Rack’s State of PR Measurement survey on how communications teams are approaching LLM visibility in their measurement strategies. You’ll see what a modern media intelligence report can look like when it incorporates GEO alongside the PR metrics leaders already rely on.

Walk away with practical guidance to:

• Measure earned media’s contribution to AI visibility and brand reputation

• Connect GEO and PR measurement to business outcomes

• Build reporting that helps executives understand PR’s role in shaping how AI represents the brand

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Nik Pearson leads Corporate Communications at Honda Motor Europe. During this session, he tells the story of the development of a pan-European measurement and evaluation programme. Understand what it takes to shift a multinational towards an ‘evaluation culture’.

Key Takeaways:

• Focus on consumer action: Moving beyond traditional metrics towards identifying the true value that PR can drive – consumer action.

• Moving beyond media: How Honda developed its depth and sophistication in using different data sets to inform action

• Fostering a culture beyond borders: How to equip teams across markets and regions with a common approach, levelling up regional PR practice as a whole

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Please help yourself to refreshments and network with our event partners and industry peers.

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Industry leaders discuss breaking down silos between PR, social, and marketing to create a unified impact measurement framework and a consistent business narrative.

Explore unified KPI architectures and technology integration to present a cohesive story to leadership that connects communications directly to financial results.

• Unified KPI Architecture: Use standardized metrics across departments to align PR, social, and marketing with core business objectives.
• Integrated Data Ecosystem: Creating a single source of truth - connecting PR monitoring tools with social listening platforms and marketing automation systems.
• Proactive Collaborative Planning: Align teams at the campaign inception phase to move from reactive reporting to proactive strategy.
• Shared Analytics Dashboards: Synthesize PR sentiment, social engagement, and marketing conversion data into unified reporting tools.
• Structured Feedback Loops: Turn communication into a two-way learning process through formal reporting and feedback structures.
  

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Drawing on doctoral research of 500 UK practitioners, Stephen Waddington argues that the barrier to professional recognition is a failure of interpretation, not a lack of data.

This session explores how to transform raw metrics into tangible evidence that boards can govern by, moving beyond "activity reporting" to strategic interpretation.

Key Takeaways:

• The Interpretation Shift: Move from producing evidence to acting as a strategic interpreter who speaks the language of the boardroom.
• Governing by Evidence: Distinguish between basic activity reporting and the high-level insights required for C-suite decision-making.
• Recognition as Management Work: Frameworks to prove that communications performs essential management functions, not just media relations.
• Navigating Organisational Dynamics: Understand why professional standing relies on relationships and must be re-earned during leadership changes.
  

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Too much PR measurement starts with a platform or a report template, and ends with numbers nobody acts on.

This session makes the case for starting with a different question: what does the business need to know to make better decisions? Using examples from real client work, Orla will look at how to agree priorities with comms teams and the wider business before any metrics are chosen, so measurement is built to inform strategy from the start.

She'll also show how bringing several data sources together to answer specific business questions as they come up can shape planning and change direction. Attendees will leave with practical questions and approaches to make their own measurement drive decisions.

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Enjoy a lunch that’s designed to break the ice and broaden your professional circle.

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Lucy Cafferkey shares a behind-the-scenes look at how Starling Bank uses earned media to fuel digital growth. Learn to deconstruct consumer case studies and engineer measurement into your creative concepts to ensure results-driven PR.

Talking points:

• Speaking the C-suite’s Language: Align PR with business-critical outcomes to justify budget and manpower requirements.
• Proving Earned Media Value: Demonstrate return on investment from earned media to show its direct impact on the business.
• The Integration Imperative: Bridge silos with marketing to track conversion and provide a unified narrative of PR’s impact.
  

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Natalie Simpson explains how Asda shifted the conversation from headlines to business momentum. Using campaigns like the "Red Basket" initiative, she demonstrates how creative storytelling drives commercial outcomes and boardroom credibility.

Talking points:

• Report on metrics that matter, such as conversion, brand sentiment, and share of voice, instead of vanity metrics.

• Learn from campaigns that delivered tangible commercial results to answer executive questions on PR value.

• Use AI to improve targeting, search visibility, and efficiency while maintaining human-centric creativity.

• Build a PR and Social function aligned with business priorities to demonstrate sustainable long-term value.

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Please help yourself to refreshments and network with our event partners and industry peers.

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Every table will be assigned a real-world measurement challenge facing the communications industry today, tackling complex problems like translating raw metrics into C-suite-ready insights, integrating cross-functional KPIs, or protecting brand authority in AI-generated search.

With an expert moderator guiding the discussion, you’ll talk through reporting roadblocks, stress-test different evaluation frameworks, and work toward practical analytics solutions you can take straight back to your boardroom. 

The goal is simple: leave with robust frameworks and actionable strategies to prove your bottom-line impact immediately.

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Corporate Affairs teams are being asked to do more with the same or fewer resources. How do leaders move beyond standardised dashboard reputation trackers to make the case for activity that actually moves the dial?

Matt Horrocks, Partner and Head of Strategy & Insight at Headland, will present a new way of diagnosing the reputational deficits that matter: the Expectation-Performance Gap. 

• Alignment: How to measure reputation in a way that is linked to business outcomes.

• Triaging: Prioritising the biggest risks and knowing what you can afford to ignore.

• Business case: How better measurement can help teams demonstrate impact and grow their influence.

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Laurian Hubbard shares how the Welsh Parliament's More Power to You campaign transformed complex electoral reforms into an empowering public engagement movement. Learn how audience insight, behavioural science and integrated measurement helped demonstrate the role communications can play in building understanding, confidence and participation at a national scale.

Talking points:

• From Complexity to Confidence: Using audience insight and behavioural science to make major democratic changes relevant, understandable and actionable for diverse audiences across Wales.

• Measuring Meaningful Outcomes: Moving beyond awareness metrics to track understanding, confidence and participation, demonstrating how communications contributed to behaviour change.

• The Power of an Integrated Approach: Bringing together paid, earned, shared and partner channels to extend reach, maximise impact and tell a compelling evidence-based story of success.

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This session provides a practical update on applying the AMEC GEO Principles, exploring how emerging evidence and data from 2026 impact AI-led discovery and measurement.

Learn to navigate the rapidly evolving generative-AI landscape, move beyond basic visibility metrics, and apply a rigorous stress-test to evaluate the credibility of any GEO report.

Talking points

• First-Party Exposure Data: Navigate Google’s newly available worldwide generative-AI reporting to understand what it reveals—and what it still obscures regarding prompts, answer text, portrayal, and outcomes.

• Framework Alignment: Compare the AMEC approach with the IAB’s new framework of Presence, Prominence, Portrayal, and Persuasion to identify shared goals and differing scopes.

• Challenging Vendor Claims: Scrutinize modelled estimates for “prompt volume” and reach, emphasizing the growing importance of the public information environment as new AI models become more opaque.

• Beyond Citations: Leverage emerging referral, engagement, and conversion data to track user behavior after they arrive from an AI platform, while maintaining rigor around contribution and causation.

• The Practical GEO Test: Apply a critical framework to any GEO report to clearly separate what is directly observed, what is modelled, what is inferred, and what can be legitimately claimed.

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