PRWeek Editorial Team

• Measuring the value: what metrics are actually important and how can PR professionals shape those metrics internally?
 
• Translating metrics into impact: understanding your audience and storytelling through data to demonstrate impact
• Moving away from vanity metrics: what you should be highlighting to your C-suite to preserve and maintain your function

• How WWF utilised an annual campaign as a framework to guide year on year success
• Leveraging campaign insights: building on your past metrics to facilitate long-term growth
• Lessons for the future: top tips and takeaways from the process

• Updating the framework for the future: how has the focus changed and why? 
•  Highlighting continual improvement: examining the measurement process as well as the end result 
• Sharing strengths and weaknesses, and case study insights

• Understanding the importance of creating an audience segmentation framework
• Building profiles and personas through audience targeting
• Showcasing success stories, and learnings from the process

• Protecting your brand: how comms pros can be aware of misinformation and predict its impact 
• Co-existing with tech: how AI can both help and hinder 
• Upskilling your team: understanding the tools and skills needed to protect your reputation

• Quantifying the unquantifiable: how do you measure the value of your brand?
• Will eyeballs always be the best unit of measurement?
• Assessing audience impact throughout to elevate your campaigns to the next level

Moderated by a member of the PRWeek Editorial Team

Using PR metrics and audience-based insights to maximise the effectiveness of PR and advertising

• How advances in measurement, using audience metrics, conclusively reveal that media coverage is far more effective than has ever been recognised or understood

For far too long, PR has lived in the shadow of advertising. We're changing that!

Join Metricomm to explore how online media data changes our understanding of the effectiveness of PR and comms activity. We'll start by sharing some of our audience data to prove conclusively that media coverage increases search volumes - in other words, it gives search advertising more chance of being successful.

Delegates will have the opportunity to ask questions about the data, before we open the discussion up to explore how this can help PR professionals make a quantifiable difference within the marketing mix for their own organisations. Plus, there's a paper to supplement the workshop, with more examples of how this uplift in search helps us understand PR performance compared to competitors in our sector.

Get Ready: AI in PR

This session will take a deep dive into the watercooler conversation of 2023: what is AI and how can it augment how we work now?

We’ll explore the building blocks of how communications professionals can begin to think about preparedness to use AI, with participants leaving with a perspective of their organisational readiness to adopt these new technologies.

Delegates have the choice of attending one of the roundtable sessions.

Session 1: Who is evaluating who? Understanding organisational and stakeholder perspectives to measurement
Professor Emeritus Anne Gregory, University of Huddersfield; Director, Practix Ltd

Session 2: How comms professionals can tackle the threat of misinformation and disinformation
Greg Keane, VP Global Sales, Newswhip

Session 3: Tangible Outcomes: Proving PR & Comms Value
Emma Hopkinson, Analysis Director Onclusive
Sara Joyeux, Senior Business Development Director, Onclusive

Session 4: Becoming data-literate: Upskilling your teams

Karen Williams, Client Director, Metricomm

In this closing session, hear from our speakers on the potential of AI and other emerging technologies for PR measurement, as well as other developments on the horizon you should be considering to stay ahead of the game.

PRWeek Editorial Team