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

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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.

Key Takeaways:

• 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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As AI and geopolitical instability reset the landscape, leaders must manage brands within a fragmented ecosystem where machines are primary information gatekeepers.

This session demystifies Generative Engine Optimisation (GEO) and integrated strategy, exploring how to maintain brand authority and build "credibility signals" for both humans and algorithms.

Join us to learn how to build "credibility signals" that survive both human scepticism and algorithmic gatekeeping.

Talking points:

• The AI & GEO Context: Move beyond SEO to understand LLMs as brand gatekeepers and AI citations as the new authority benchmark.
• Quantifying Trust: Measure brand stability amidst geopolitical pressure to ensure reputation metrics remain resilient in hostile cycles.
• Integrated Measurement: Break silos between PR and marketing to build a unified framework focused on lead generation and customer value.
• Building Algorithmic Authority: Leverage high-trust earned media and strategic messaging to ensure your brand remains the source of truth for AI.
  

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