AGENDA

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

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

With PR budgets being slashed across the board, measurement is often the first part of that PR budget to go. This session focuses on how to do measurement right and discusses setting goals and metrics, to ensure that your PR efforts align with your company's overall strategy and provide your C-suite with greater brand awareness. 

This session will discuss: 

• Prioritising the value of communication - speak the language of the C-suite and provide results of meaningful value.
• Provide delegates with what they need to put PR on the top table, in the boardroom.
• Cutting through vanity metrics: Identify what metrics matter in measuring the success of your campaigns and better metrics to focus on.
• The death of Advertising Value Equivalency in measurement? 
• Correctly identifying the issues your measurement function is trying to address 

In this session, discover how one of Onclusive’s international clients, a purpose-driven telecoms, health, and agriculture company, partnered with Onclusive to develop an innovative, integrated measurement ecosystem. This powerful approach effectively measures tactical communications, purpose-led strategy, and wider reputation, enabling the comms function to make informed, data-driven decisions.

Key Takeaways:

• Gain insights on designing a bespoke impact score to measure narrative delivery, spokesperson presence, and message penetration.
• Learn how to integrate Public Affairs engagements into wider communications objectives and diagnose drivers of positive and negative perceptions.
• Discover the benefits of benchmarking performance against other purpose-led organisations and understanding the contribution of communications to overall reputation.

Join us to learn how this award-winning strategy can help you showcase your PR team's impact and drive meaningful human outcomes.

Gousto provides us with an overview of the progress made on their industry-leading measurement framework since launching it in 2020, enabling them to delve deeper into the impact of their work. The session will include top tips on how to prove the value of PR to your business, whilst lifting the lid on their latest campaign work showcasing the measurement framework in action.

Whether you’re team coffee, tea, or hot chocolate, we’re all here for the PR and measurement magic. Get ready to dive into even more content, insights, and aha moments!

This session will discuss successful measurement frameworks, tips & tricks to implement in your own framework.

This session will cover:

• How to build a measurement function
• How to show the complexity of your work 
• The need for a multichannel, holistic approach to measurement 

Misinformation and disinformation are rampant, placing companies under unprecedented pressure to preserve their reputation. Today’s increasingly complex and data driven market is one explanation for this dilemma. For example, generative AI is making it easier to create realistic but misleading content at scale, impacting people’s beliefs and ultimately, diminishing trust. Likewise, the volume of unchecked opinions that can be spread by casual users on social media creates an additional set of challenges around controlling a corporate narrative. Therefore, effective reputation management solutions are more important than ever for all organisations.

This session will focus on:

1. How it's now possible to positively transform a company's reputation through deep analytics, enabling communicators to share forward-looking insights with leadership and build trust with key stakeholders. 
2. Generate insights that not only build on what people think, feel and say, but also provide real-time competitive intelligence that helps predict the actions your company can (& should) take to build and protect reputation, outperform peers, and engage across multiple stakeholders.

Just over 6 months on from its launch, we will hear from the Government Communication Service, who will give us an update on how they have implemented the Evaluation Cycle and the key benefits seen.

This session will:

• Highlight key changes between the old framework and the new approach
• Discuss how they have embedded the Evaluation Cycle across government, engaging colleagues, making evaluation more accessible and driving culture change 
• Share some tips and tricks based their learnings 
• Discuss successes, learnings and future plans

This is your chance to exchange ideas, forge new connections, and enrich your network in a more relaxed, laidback setting.

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

On a mission to find out what goes into curating a perfect holiday, TUI discusses insights from how TUI BLUE’s campaign helped them to place an emphasis on measurement and evaluation and its importance in their PR strategy going forward.

More information coming soon.

Gamble Aware discuss how they evaluate the success of their campaigns, via changes in behaviour on the ground and what happens to usage of their services. They then discuss how they have worked to implement a measurement and evaluation framework since 2021.

More information coming soon.

1. Upskilling your team - what skills does your team need in 2024? 
2. Measurement on a shoestring: what is essential to focus on when budgets are tight? 
3. AI in measurement - How can AI help you? 
4. Implementing frameworks - what works best for your business?

As we wrap up the day, take the opportunity to connect with industry experts and fellow attendees one last time. Reflect on your learnings, exchange takeaways, and gear up for an exciting 2025.

• From ideation to conception: using measurement as a guiding tool to inform success 
• Building on the past: how lessons and data from the past should inform your future strategies 
• Highlighting the end result - what are the next steps going forward?

TAs guardians of reputation, PR and comms leaders will be the first called upon during a crisis or risk to an organisation's reputation. But we're often failing to properly measure, understand and prove the impact of communications on reputation. We're failing to prove our own value.

This session will explore:

• A robust, holistic, and consistent approach to measuring reputation
• How the principles of best practice measurement, evaluation and learning are the bedrock of reputation management
• Case studies putting this into practice, drawing on findings from CARMA’s Airlines Reputation Report and how you can apply this to other industries

With a range of AI tools and packages on the market, this session discusses what actually helps in reducing workloads and automating tasks.

• Overview of current tools and technologies

• How AI can make things easier for smaller comms teams

• What tasks can never be automated?

• How can we work with suppliers to tailor packages?