Programme View the Programme for the AMEC Virtual Summit 2020 all session timing is BST Jump to: Wednesday | Thursday | Ongoing Wednesday - 8th JulyDay One – Wednesday 8th July 09:30 - 00:00 AMEC Virtual Summit opens 10:00 - 00:00 Welcome Johna Burke, Global Managing Director, AMEC 10:10 - 00:00 Evaluating the Cost of Disinformation vs. €24 million ROI – Two Case Studies (Session B) Distinguished Professor Jim Macnamara, PhD, FAMI, CPM, FAMEC, FPRIA, Deputy Dean, Faculty of Science, University of Technology Sydney Jim will present delegates with findings from his latest research that inform his new book Beyond Post-Communication and an evaluation project that showed a €24 million return on investment from communication. In two contrasting case studies, Jim will show the negative impact of disinformation and post-truth and the key causes, compared with a ground-breaking case study in evaluation of corporate communication. 10:55 - 00:00 Live Q&A Jim Macnamara and Danny Rogers, Editor-in-chief, PR Week UK 11:10 - 00:00 The AMEC Member Survey Results (Session C) Richard Bagnall, Chairman, AMEC & CEO, Europe and the Americas, CARMA 11:30 - 00:00 Barcelona Principles 3.0 (Session C) Ben Levine, Director & Partner, TRUE Global Intelligence 11:50 - 00:00 Networking Break 12:00 - 00:00 How search data can track trust and reputation online (Session D) Sophie Coley, Co-Founder and Strategy & Content Director, SearchListening.com In this session, Sophie Coley – originator of the Search Listening technique – will teach you how search data can help you track trust and reputation online. What you’ll learn: How search data can help you discover how people think and feel about you, your brand, or your organisation How to track trust and reputation, and monitor changes through Search Listening Practical Search Listening skills you can use straight away using tools like AnswerThePublic The speaker will be answering audience questions online during the presentation. 12:20 - 00:00 Every Moment Matters: Planning and learnings from monitoring during a crisis (Session D) Anil Ranchod, Deputy Director PR & Communications, Stroke Association Anil will talk around how the Stroke Association responded to Covid-19 pandemic and the importance of monitoring, measuring and assessing their communications during this time. He will also cover measuring outcomes and impact. Delegate takeaways from this session: Why prioritising in a crisis matters and how What was measured and why Learnings The speaker will be answering audience questions online during the presentation. 12:40 - 00:00 The Evaluation Journey: VisitBritain (Session D) Caitlin Johnson, Senior International PR Manager, VisitBritain VisitBritain markets Britain to the rest of the world, working with partners to promote and develop the visitor economy. It is a non-departmental public body responsible to the Department of Culture Media and Sport (DCMS). Since 2018, it has been working with Commetric and Notified to collect and curate evidence of earned media outputs across 21 territories to understand performance against KPIs and how these support organisational objectives. Using a range of bespoke earned media evaluation dashboards, supplemented with quarterly reports and consultancy support, VisitBritain has been on a journey, pivoting away from vanity metrics towards deeper qualitative insights. Delegate takeaways from this session: How VisitBritain made the shift from vanity metric reporting to qualitative metrics Supporting organisational priorities through PR – aligning KPIs to tell a broader narrative Current measurement tactics in times of crisis The speaker will be answering audience questions online during the presentation. 13:10 - 00:00 Networking Break 13:20 - 00:00 From Sustainable Communication to Sustainable Business (Session E) Mathias, Kortegaard, Program Manager, Infomedia Group and Maria Bach, Senior Advisor, Infomedia Denmark To run a sustainable business is no longer an option. It is a fundamental premise of future competition. Accordingly, companies should be at the forefront of communication about their sustainable efforts and breakthroughs to the market. In the slipstream of the United Nations biggest global campaign ever – The 17 Sustainable Development Goals – Infomedia has developed a tool, that monitors everything said and written about sustainability and the 17 SDG’s in the media. By analysing the data, we are able to offer companies, organizations and NGO’s valuable strategic insight about how to succeed in sharpening their sustainability profile and share of voice. Consequently, we are turning media insight into business opportunities. Experience Infomedias Global Goals Explorer tool and how to extract valuable strategic insight about company’s performance in the sustainability buzz across media. Experience how to monitor, measure and benchmark your sustainability mentions across media and your share of voice on your most important sustainable agendas. The speakers will be answering audience questions online during the presentation. 13:40 - 00:00 Storytelling in the Information Age (Session E) Megan Harris, Executive Director of Distribution and Mark Figliulo, Founder, FIG Having a strong brand story is the most impactful way to connect with consumers in today’s fragmented and complex communications landscape. The stronger a brand’s story, the more varied it can be in how it’s translated into various channels. But how do we measure a story’s true impact and learn from it? We will be discussing a new approach that will change the way we measure and tell stories in our ever-changing world. The speaker will be answering audience questions online during the presentation. 14:10 - 00:00 Progress Made and Lessons Learned (Session E) Jamin Spitzer, Senior Director, Comms Insights, Microsoft Corporation The speaker will be answering audience questions online during the presentation. 14:40 - 00:00 New Horizon: Data helps daters in 2020 (Session F) Michael Kaye, Global Communications Manager, OkCupid Data storytelling can drive media relation efforts and increase brand awareness and perception. Ownable insights are more important than ever before when localizing and personalizing your story for different markets or publications. Every brand has access to data that will help them uncover stories and increase press placements The speaker will be answering audience questions online during the presentation. 15:20 - 00:00 Closing Remarks Johna Burke, Global Managing Director, AMEC 18:00 - 00:00 AMEC Awards 2020 Virtual Ceremony The announcement of the AMEC Awards 2020 winners. See the winners list here! Thursday - 9th JulyDay Two – Thursday 9th July 15:00 - 00:00 Welcome remarks Johna Burke, Global Managing Director, AMEC 15:10 - 00:00 Can Data Save Our Cities? (Session J) Dr Jonathan Reichental, CEO, Human Future In this talk, Dr. Reichental will discuss the increasingly important role of data in building smarter and more sustainable communities. He will cover: Understanding the smart city imperative Using data-driven decision-making Implementing data governance Discovering the future of data in cities 15:40 - 00:00 Live Q&A Dr Jonathan Reichental and Johna Burke, Global Managing Director, AMEC 16:00 - 00:00 Live Fireside Chat: Managing Crisis Communications (Session K) A conversation between Gabby Stern, Director of Communications, World Health Organization and Danny Rogers, Editor-in-Chief, PR Week UK 16:30 - 00:00 Debunking the myths of AI and ML and how to counter them in a post-COVID19 era (Session L) Dr. Ahmed El Adl, Technology and business innovation leader AI overcame many obstacles over the last decades mainly on the academic side. The AI technologies and required tools are maturing very quickly. However, over the last years AI started to face one of its major challenges so far, that is the adoption in real-world industry scenarios. Unfortunately, with confusing and conflicting messages about what AI can and cannot do, it is challenging for business leaders to distinguish between facts and fiction in the rapidly crowded and noisy ecosystem of enthusiasts, platform vendors, and service providers. However, once the dust settles down and things get clear, the truth of AI will endure, eventually losers and winners will be declared. In this talk, we’ll highlight some of the key myths and how to counter them that we as businesses and society can leverage the actual capabilities to archive progress in our lives safely and effectively. The speaker will be answering audience questions online during the presentation. 17:15 - 00:00 All Asians aren’t the same (Session L) May Lee, Host of The May Lee Show 20 million + Asians live in the US Taiwanese have the highest % of Bachelor Degrees or higher, 78% Hmong and Cambodians have the lowest at less than 20% Income equality is rising faster among AAPI than other racial or ethnic groups Historic Asian American events that shaped communities including the Chinese Exclusion Act of 1882, Japanese Internment 1942 – 1946, Murder of Vincent Chin 1982, LA Riots 1992, and COVID-19 2020 Buying power of Asian AmeRicans will hit $1.3 Trillion by 2022 Media and entertainment is better reflecting Asian and American stories including Crazy Rich Asians, Always Be My Maybe, The Farewell and Parasite The speaker will be answering audience questions online during the presentation. 17:45 - 00:00 Networking Break 17:55 - 00:00 Communicating for Impact: how the World Bank measures and evaluates communications’ outcomes (Session M) José de Buerba, Head of Business Intelligence and Digital Governance, Communications, World Bank During this session delegates will gain insight on: How non-profits measure communications’ impact Challenges commonly faced and possible solutions Approaches for effectively measure results that contribute to communication priorities and organizational goals Recommended actions for integrating M&E best-practices in large, decentralized, and global organizations The speaker will be answering audience questions online during the presentation. 18:25 - 00:00 Measure Together: The Evolving PR & Marketing Partnership (Session M) Ben Chodor, President, Intrado Digital Media and Katie Creaser, Senior Vice President, Technology PR, ICR In a recent study conducted by Notified, now part of Intrado and PRWeek, 83% of PR practitioners said they believe the lines between PR and marketing are more blurred than ever before. Is that good or bad for PR? Perhaps more important, is that good for business? What is clear is the need to be data-driven, whether as a marketer or PR professional. Yet, it’s as a metrics-focused practitioner that PR often admits to taking a back seat to marketing. In this session, we’ll talk about the challenges that have historically prevented alignment across PR and marketing. Ben and Katie will also discuss: Why PR is slower to adopt technology that can automate their work and improve reporting Why PR pros sometimes avoid the hard metrics, and why it’s better to “face the data” Why PR sees their marketing counterparts as more effective at demonstrating value to the C-suite, and how PR can earn their seat at the table 18:45 - 00:00 Creating a culture of curiosity and collaboration (Session N) Megan Tweed, US Head of Data and Intelligence Strategy, Edelman Digital natives and marketers pride themselves on asking the right questions and finding data to deliver the answer. Comms natives pride themselves on having the answer. Obvious opportunity for collaboration here. Marketers have power through their access to data, and have grown their budgets and influence with this data. Comms has freedom from accountability due to their lack of data, and have introduced great creativity to their work as a result. Will marketing embrace comms data and will comms embrace comms data? Will CEOs force it all to happen? Navigating the “nice to have” and “have to have” and the various power plays associated with bringing data into comms work. The speaker will be answering audience questions online during the presentation. 19:15 - 00:00 Mixed Measurement Methods: Why integrating market research adds value to media intelligence (Session N) Florian Laszlo, Managing Director, OBSERVER The speaker will be answering audience questions online during the presentation. 19:35 - 00:00 Communications: Measurable Objectives and Insights from the Special Duck (Session N) Catherine Blades, Senior Vice President, Chief ESG and Communications Officer, Aflac In this session delegates will learn more about the overall comms structure at AFLAC and how the Special Duck found a home in PR. Hint: Business objectives alignment and strategy are key. Catherine will discuss: Introducing the Special Duck Special Duck concept to 2.0. Using data to drive the development Structural comms support and what success looks like The speaker will be answering audience questions online during the presentation. 20:05 - 00:00 2020 USC Global Communication Report (Session O) Fred Cook, Chairman, Golin and Director, USC Center for Public Relations 20:35 - 00:00 AMEC Agency Common Ground (Session O) Jon Meakin, Global Head of Strategic Services, Grayling 20:50 - 00:00 Closing Remarks Johna Burke, Managing Director, AMEC 2020 SessionsSupplemental Programme 6th August 2020 - 15:00 - 16:00 Measuring Reputation – Driving Leaders to Change Sandra Macleod, Group CEO Echo Research and the 2020 winner of the Don Bartholomew Award, and Judy Stenmark, Director General of the GSCF This year, the Global Self-Care Federation (GSCF) of national, regional, multinational associations and consumer healthcare corporations on all continents celebrates its 50th anniversary. At this key juncture, it was timely to review and develop its future strategy with insight and evidence on trust in self-care around the world. So it turned to Echo Research to conduct a Trust Audit for its board members. This session examines both the principles of measuring reputation and trust for boards, and how leading organisations, such as the GSCF, apply the learnings to drive priorities and actions – in this instance for better health and healthcare outcomes for all. 11th August 2020 - 20:00 - 21:00 It’s Time We Moved from Purpose to Proof John Brown, Founder and CEO of Don’t Cry Wolf. This presentation will go through the steps organisations need to take to measure their purpose driven agendas. It will examine the positives and delve deeply into the negatives of measuring purpose. It will provide tools to understand the framework and real-life examples of howlers and north-stars. 17th August 2020 - 16:00 - 00:00 How Experian Unifies Global Communications with Power of Voice Kelly Byrd, Director of Customer Success & Insights, Onclusive AND Ade O’Connor, Senior PR Manager, Corporate & Business, Experian How Does A Global Brand Standardize On A Single PR Metric? Experian, a global leader in consumer and business credit reporting and marketing services with offices in 39 countries, helps millions of consumers and businesses use the power of data and technology to make financial decisions and reduce risk. Having so many constituents can make external communications a challenge. First, you need to know which stories to tell, then you need a unified way of measuring the quality of those stories at a global scale. Ade O’Connor of Experian and Moderator Kelly Byrd of Onclusive, discuss how to optimize your communications strategy with Power of Voice™. 25th August 2020 - 08:00 - 00:00 Internal Communication Outcomes that WOW the Board Kevin Ruck, Co-Founder of PR Academy Senior managers understand the importance of employee engagement and the associations with organisational success and employee wellbeing. They just don’t always realise how internal communication can unlock that potential. This presentation shows how asking the right questions using a correlational survey design can demonstrate the real value of good and ethical internal communication. It uses data collected from five organisations in the UK, including communication satisfaction levels and correlations with engagement. 27th August 2020 - 20:30 - 00:00 The Future of PR Measurement Technology How are technology and AI disrupting the PR measurement ecosystem? Join a panel of industry experts as they share insights into new measurement technology and metrics. Attendees will learn how to understand and leverage these technologies and metrics. Additional topics include staying ahead of the curve with a conversational intelligence tech stack and optimizing social listening and data visualization tools. 1st September 2020 - 16:00 - 00:00 PR Agencies on the other side of COVID-19 Francis Ingham, Francis Ingham, Director General, PRCA and Chief Executive, ICCO Francis Ingham is Director General of the Public Relations and Communications Association (PRCA), operating out of London, Dubai, and Singapore; and Chief Executive of the International Communications Consultancy Organisation (ICCO), operating in 66 countries across the globe. Representing over 30,000 practitioners, the PRCA is the largest PR association in the world. ICCO comprises 41 national associations, collectively representing over 3,000 PR firms. During this session Francis will share his look into PR Agency life on the other side of COVID-19. 3rd September 2020 - 14:00 - 15:00 New vision of AI: how automation helps to create a semantic map Lilia Glazova, CEO PR News and Maria Zaikina, Director of Public & Industry Relations, OZON Gr During this session the speakers will look at how they investigated measuring the sheer huge number of words said and written by a company’s communications department, its competitors and consumers. Based on the data of one of the leading e-commerce company in Russia PR News decided to combine semantic analysis and automatic processing. This approach enables to resolve the main tasks of outcomes evaluation fast and effective. The customer got the semantic map and the precise conception of the effects of its communication on its target audience. Based on this research the company made the concrete steps in changing its communication strategy and business goals even. 9th September 2020 - 16:00 - 00:00 Sight Model: Analysis & Evaluation of Campaign Performance Katie L. Cousins is an experienced communicator with demonstrated success in leading, planning and executing programs to engage with key publics and meet organizational objectives. She is the creator of the Sight Model, a unique method to analyze and evaluate communication campaigns for improved targeted communication for consulting, industry, academia and the Department of Defense. The Sight Model is a proven method used to reverse engineer a communication plan and provide invaluable feedback, and in some cases, a shift in direction. The model can be applied to any PR communication plan using a three step process: ABC’s (Analyze, Build Backward, Compare). 15th September 2020 - 17:00 - 00:00 The Science and Art of Influencer ID and Measurement Mary Elizabeth Germaine, Partner/Managing Director, Global Research & Analytics, Ketchum The influencer landscape is ever evolving and getting more complicated day-by-day. The strategy of picking an influencer based on reach is not enough to efficiently breakthrough. So how do you pick the right influencers that will have the maximum ability to reach your target audience, resonate with consumers, and have relevancy to the right topics AND how can you prove it worked? Let us tell you. 17th September 2020 - 00:00 - 00:00 Session moved to 2021 22nd September 2020 - 15:00 - 00:00 Are We Ready for the Future of Work? Tina McCorkindale, Ph.D., APR, President and CEO, Institute for Public Relations Both external and internal changes to the workplace will have a significant impact on the communications function. We need to be strategically prepared to handle and anticipate some of the imminent, more predictable changes within our control. This session will feature global research and insights focused on the future of work, including its impact and what is on the horizon for critical topics such as measurement, societal impact, geopolitical factors, globalization, digitization (both internal and external), disinformation and its risks, as well as others. 29th September 2020 - 15:00 - 00:00 Google Data Studio as an integrated PR measurement platform Andrew Bruce Smith is a specialist digital PR, social media, SEO and analytics trainer and consultant. With a career spanning 35 years, he has developed and implemented many highly successful strategic digital communications programmes for some of the world’s biggest brands including IBM, CapGemini, Apple and Checkpoint. Google Data Studio offers a highly flexible and yet inexpensive way of pulling data from multiple sources to create rich interactive reporting dashboards. It also now provides a way to integrate standard media evaluation data with other relevant information to provide deeper and more holistic insight into attribution and impact of PR activity. This session will provide an overview of how to build Google Data Studio dashboards combined with tips and techniques for the collection, manipulation and display of multiple relevant data sources. Key takeaways Overview of Google Data Studio How to streamline data collection process How to combine and blend data sources for PR attribution and impact assessment
10:10 - 00:00 Evaluating the Cost of Disinformation vs. €24 million ROI – Two Case Studies (Session B) Distinguished Professor Jim Macnamara, PhD, FAMI, CPM, FAMEC, FPRIA, Deputy Dean, Faculty of Science, University of Technology Sydney Jim will present delegates with findings from his latest research that inform his new book Beyond Post-Communication and an evaluation project that showed a €24 million return on investment from communication. In two contrasting case studies, Jim will show the negative impact of disinformation and post-truth and the key causes, compared with a ground-breaking case study in evaluation of corporate communication.
11:10 - 00:00 The AMEC Member Survey Results (Session C) Richard Bagnall, Chairman, AMEC & CEO, Europe and the Americas, CARMA
11:30 - 00:00 Barcelona Principles 3.0 (Session C) Ben Levine, Director & Partner, TRUE Global Intelligence
12:00 - 00:00 How search data can track trust and reputation online (Session D) Sophie Coley, Co-Founder and Strategy & Content Director, SearchListening.com In this session, Sophie Coley – originator of the Search Listening technique – will teach you how search data can help you track trust and reputation online. What you’ll learn: How search data can help you discover how people think and feel about you, your brand, or your organisation How to track trust and reputation, and monitor changes through Search Listening Practical Search Listening skills you can use straight away using tools like AnswerThePublic The speaker will be answering audience questions online during the presentation.
12:20 - 00:00 Every Moment Matters: Planning and learnings from monitoring during a crisis (Session D) Anil Ranchod, Deputy Director PR & Communications, Stroke Association Anil will talk around how the Stroke Association responded to Covid-19 pandemic and the importance of monitoring, measuring and assessing their communications during this time. He will also cover measuring outcomes and impact. Delegate takeaways from this session: Why prioritising in a crisis matters and how What was measured and why Learnings The speaker will be answering audience questions online during the presentation.
12:40 - 00:00 The Evaluation Journey: VisitBritain (Session D) Caitlin Johnson, Senior International PR Manager, VisitBritain VisitBritain markets Britain to the rest of the world, working with partners to promote and develop the visitor economy. It is a non-departmental public body responsible to the Department of Culture Media and Sport (DCMS). Since 2018, it has been working with Commetric and Notified to collect and curate evidence of earned media outputs across 21 territories to understand performance against KPIs and how these support organisational objectives. Using a range of bespoke earned media evaluation dashboards, supplemented with quarterly reports and consultancy support, VisitBritain has been on a journey, pivoting away from vanity metrics towards deeper qualitative insights. Delegate takeaways from this session: How VisitBritain made the shift from vanity metric reporting to qualitative metrics Supporting organisational priorities through PR – aligning KPIs to tell a broader narrative Current measurement tactics in times of crisis The speaker will be answering audience questions online during the presentation.
13:20 - 00:00 From Sustainable Communication to Sustainable Business (Session E) Mathias, Kortegaard, Program Manager, Infomedia Group and Maria Bach, Senior Advisor, Infomedia Denmark To run a sustainable business is no longer an option. It is a fundamental premise of future competition. Accordingly, companies should be at the forefront of communication about their sustainable efforts and breakthroughs to the market. In the slipstream of the United Nations biggest global campaign ever – The 17 Sustainable Development Goals – Infomedia has developed a tool, that monitors everything said and written about sustainability and the 17 SDG’s in the media. By analysing the data, we are able to offer companies, organizations and NGO’s valuable strategic insight about how to succeed in sharpening their sustainability profile and share of voice. Consequently, we are turning media insight into business opportunities. Experience Infomedias Global Goals Explorer tool and how to extract valuable strategic insight about company’s performance in the sustainability buzz across media. Experience how to monitor, measure and benchmark your sustainability mentions across media and your share of voice on your most important sustainable agendas. The speakers will be answering audience questions online during the presentation.
13:40 - 00:00 Storytelling in the Information Age (Session E) Megan Harris, Executive Director of Distribution and Mark Figliulo, Founder, FIG Having a strong brand story is the most impactful way to connect with consumers in today’s fragmented and complex communications landscape. The stronger a brand’s story, the more varied it can be in how it’s translated into various channels. But how do we measure a story’s true impact and learn from it? We will be discussing a new approach that will change the way we measure and tell stories in our ever-changing world. The speaker will be answering audience questions online during the presentation.
14:10 - 00:00 Progress Made and Lessons Learned (Session E) Jamin Spitzer, Senior Director, Comms Insights, Microsoft Corporation The speaker will be answering audience questions online during the presentation.
14:40 - 00:00 New Horizon: Data helps daters in 2020 (Session F) Michael Kaye, Global Communications Manager, OkCupid Data storytelling can drive media relation efforts and increase brand awareness and perception. Ownable insights are more important than ever before when localizing and personalizing your story for different markets or publications. Every brand has access to data that will help them uncover stories and increase press placements The speaker will be answering audience questions online during the presentation.
18:00 - 00:00 AMEC Awards 2020 Virtual Ceremony The announcement of the AMEC Awards 2020 winners. See the winners list here!
15:10 - 00:00 Can Data Save Our Cities? (Session J) Dr Jonathan Reichental, CEO, Human Future In this talk, Dr. Reichental will discuss the increasingly important role of data in building smarter and more sustainable communities. He will cover: Understanding the smart city imperative Using data-driven decision-making Implementing data governance Discovering the future of data in cities
16:00 - 00:00 Live Fireside Chat: Managing Crisis Communications (Session K) A conversation between Gabby Stern, Director of Communications, World Health Organization and Danny Rogers, Editor-in-Chief, PR Week UK
16:30 - 00:00 Debunking the myths of AI and ML and how to counter them in a post-COVID19 era (Session L) Dr. Ahmed El Adl, Technology and business innovation leader AI overcame many obstacles over the last decades mainly on the academic side. The AI technologies and required tools are maturing very quickly. However, over the last years AI started to face one of its major challenges so far, that is the adoption in real-world industry scenarios. Unfortunately, with confusing and conflicting messages about what AI can and cannot do, it is challenging for business leaders to distinguish between facts and fiction in the rapidly crowded and noisy ecosystem of enthusiasts, platform vendors, and service providers. However, once the dust settles down and things get clear, the truth of AI will endure, eventually losers and winners will be declared. In this talk, we’ll highlight some of the key myths and how to counter them that we as businesses and society can leverage the actual capabilities to archive progress in our lives safely and effectively. The speaker will be answering audience questions online during the presentation.
17:15 - 00:00 All Asians aren’t the same (Session L) May Lee, Host of The May Lee Show 20 million + Asians live in the US Taiwanese have the highest % of Bachelor Degrees or higher, 78% Hmong and Cambodians have the lowest at less than 20% Income equality is rising faster among AAPI than other racial or ethnic groups Historic Asian American events that shaped communities including the Chinese Exclusion Act of 1882, Japanese Internment 1942 – 1946, Murder of Vincent Chin 1982, LA Riots 1992, and COVID-19 2020 Buying power of Asian AmeRicans will hit $1.3 Trillion by 2022 Media and entertainment is better reflecting Asian and American stories including Crazy Rich Asians, Always Be My Maybe, The Farewell and Parasite The speaker will be answering audience questions online during the presentation.
17:55 - 00:00 Communicating for Impact: how the World Bank measures and evaluates communications’ outcomes (Session M) José de Buerba, Head of Business Intelligence and Digital Governance, Communications, World Bank During this session delegates will gain insight on: How non-profits measure communications’ impact Challenges commonly faced and possible solutions Approaches for effectively measure results that contribute to communication priorities and organizational goals Recommended actions for integrating M&E best-practices in large, decentralized, and global organizations The speaker will be answering audience questions online during the presentation.
18:25 - 00:00 Measure Together: The Evolving PR & Marketing Partnership (Session M) Ben Chodor, President, Intrado Digital Media and Katie Creaser, Senior Vice President, Technology PR, ICR In a recent study conducted by Notified, now part of Intrado and PRWeek, 83% of PR practitioners said they believe the lines between PR and marketing are more blurred than ever before. Is that good or bad for PR? Perhaps more important, is that good for business? What is clear is the need to be data-driven, whether as a marketer or PR professional. Yet, it’s as a metrics-focused practitioner that PR often admits to taking a back seat to marketing. In this session, we’ll talk about the challenges that have historically prevented alignment across PR and marketing. Ben and Katie will also discuss: Why PR is slower to adopt technology that can automate their work and improve reporting Why PR pros sometimes avoid the hard metrics, and why it’s better to “face the data” Why PR sees their marketing counterparts as more effective at demonstrating value to the C-suite, and how PR can earn their seat at the table
18:45 - 00:00 Creating a culture of curiosity and collaboration (Session N) Megan Tweed, US Head of Data and Intelligence Strategy, Edelman Digital natives and marketers pride themselves on asking the right questions and finding data to deliver the answer. Comms natives pride themselves on having the answer. Obvious opportunity for collaboration here. Marketers have power through their access to data, and have grown their budgets and influence with this data. Comms has freedom from accountability due to their lack of data, and have introduced great creativity to their work as a result. Will marketing embrace comms data and will comms embrace comms data? Will CEOs force it all to happen? Navigating the “nice to have” and “have to have” and the various power plays associated with bringing data into comms work. The speaker will be answering audience questions online during the presentation.
19:15 - 00:00 Mixed Measurement Methods: Why integrating market research adds value to media intelligence (Session N) Florian Laszlo, Managing Director, OBSERVER The speaker will be answering audience questions online during the presentation.
19:35 - 00:00 Communications: Measurable Objectives and Insights from the Special Duck (Session N) Catherine Blades, Senior Vice President, Chief ESG and Communications Officer, Aflac In this session delegates will learn more about the overall comms structure at AFLAC and how the Special Duck found a home in PR. Hint: Business objectives alignment and strategy are key. Catherine will discuss: Introducing the Special Duck Special Duck concept to 2.0. Using data to drive the development Structural comms support and what success looks like The speaker will be answering audience questions online during the presentation.
20:05 - 00:00 2020 USC Global Communication Report (Session O) Fred Cook, Chairman, Golin and Director, USC Center for Public Relations
20:35 - 00:00 AMEC Agency Common Ground (Session O) Jon Meakin, Global Head of Strategic Services, Grayling
6th August 2020 - 15:00 - 16:00 Measuring Reputation – Driving Leaders to Change Sandra Macleod, Group CEO Echo Research and the 2020 winner of the Don Bartholomew Award, and Judy Stenmark, Director General of the GSCF This year, the Global Self-Care Federation (GSCF) of national, regional, multinational associations and consumer healthcare corporations on all continents celebrates its 50th anniversary. At this key juncture, it was timely to review and develop its future strategy with insight and evidence on trust in self-care around the world. So it turned to Echo Research to conduct a Trust Audit for its board members. This session examines both the principles of measuring reputation and trust for boards, and how leading organisations, such as the GSCF, apply the learnings to drive priorities and actions – in this instance for better health and healthcare outcomes for all.
11th August 2020 - 20:00 - 21:00 It’s Time We Moved from Purpose to Proof John Brown, Founder and CEO of Don’t Cry Wolf. This presentation will go through the steps organisations need to take to measure their purpose driven agendas. It will examine the positives and delve deeply into the negatives of measuring purpose. It will provide tools to understand the framework and real-life examples of howlers and north-stars.
17th August 2020 - 16:00 - 00:00 How Experian Unifies Global Communications with Power of Voice Kelly Byrd, Director of Customer Success & Insights, Onclusive AND Ade O’Connor, Senior PR Manager, Corporate & Business, Experian How Does A Global Brand Standardize On A Single PR Metric? Experian, a global leader in consumer and business credit reporting and marketing services with offices in 39 countries, helps millions of consumers and businesses use the power of data and technology to make financial decisions and reduce risk. Having so many constituents can make external communications a challenge. First, you need to know which stories to tell, then you need a unified way of measuring the quality of those stories at a global scale. Ade O’Connor of Experian and Moderator Kelly Byrd of Onclusive, discuss how to optimize your communications strategy with Power of Voice™.
25th August 2020 - 08:00 - 00:00 Internal Communication Outcomes that WOW the Board Kevin Ruck, Co-Founder of PR Academy Senior managers understand the importance of employee engagement and the associations with organisational success and employee wellbeing. They just don’t always realise how internal communication can unlock that potential. This presentation shows how asking the right questions using a correlational survey design can demonstrate the real value of good and ethical internal communication. It uses data collected from five organisations in the UK, including communication satisfaction levels and correlations with engagement.
27th August 2020 - 20:30 - 00:00 The Future of PR Measurement Technology How are technology and AI disrupting the PR measurement ecosystem? Join a panel of industry experts as they share insights into new measurement technology and metrics. Attendees will learn how to understand and leverage these technologies and metrics. Additional topics include staying ahead of the curve with a conversational intelligence tech stack and optimizing social listening and data visualization tools.
1st September 2020 - 16:00 - 00:00 PR Agencies on the other side of COVID-19 Francis Ingham, Francis Ingham, Director General, PRCA and Chief Executive, ICCO Francis Ingham is Director General of the Public Relations and Communications Association (PRCA), operating out of London, Dubai, and Singapore; and Chief Executive of the International Communications Consultancy Organisation (ICCO), operating in 66 countries across the globe. Representing over 30,000 practitioners, the PRCA is the largest PR association in the world. ICCO comprises 41 national associations, collectively representing over 3,000 PR firms. During this session Francis will share his look into PR Agency life on the other side of COVID-19.
3rd September 2020 - 14:00 - 15:00 New vision of AI: how automation helps to create a semantic map Lilia Glazova, CEO PR News and Maria Zaikina, Director of Public & Industry Relations, OZON Gr During this session the speakers will look at how they investigated measuring the sheer huge number of words said and written by a company’s communications department, its competitors and consumers. Based on the data of one of the leading e-commerce company in Russia PR News decided to combine semantic analysis and automatic processing. This approach enables to resolve the main tasks of outcomes evaluation fast and effective. The customer got the semantic map and the precise conception of the effects of its communication on its target audience. Based on this research the company made the concrete steps in changing its communication strategy and business goals even.
9th September 2020 - 16:00 - 00:00 Sight Model: Analysis & Evaluation of Campaign Performance Katie L. Cousins is an experienced communicator with demonstrated success in leading, planning and executing programs to engage with key publics and meet organizational objectives. She is the creator of the Sight Model, a unique method to analyze and evaluate communication campaigns for improved targeted communication for consulting, industry, academia and the Department of Defense. The Sight Model is a proven method used to reverse engineer a communication plan and provide invaluable feedback, and in some cases, a shift in direction. The model can be applied to any PR communication plan using a three step process: ABC’s (Analyze, Build Backward, Compare).
15th September 2020 - 17:00 - 00:00 The Science and Art of Influencer ID and Measurement Mary Elizabeth Germaine, Partner/Managing Director, Global Research & Analytics, Ketchum The influencer landscape is ever evolving and getting more complicated day-by-day. The strategy of picking an influencer based on reach is not enough to efficiently breakthrough. So how do you pick the right influencers that will have the maximum ability to reach your target audience, resonate with consumers, and have relevancy to the right topics AND how can you prove it worked? Let us tell you.
22nd September 2020 - 15:00 - 00:00 Are We Ready for the Future of Work? Tina McCorkindale, Ph.D., APR, President and CEO, Institute for Public Relations Both external and internal changes to the workplace will have a significant impact on the communications function. We need to be strategically prepared to handle and anticipate some of the imminent, more predictable changes within our control. This session will feature global research and insights focused on the future of work, including its impact and what is on the horizon for critical topics such as measurement, societal impact, geopolitical factors, globalization, digitization (both internal and external), disinformation and its risks, as well as others.
29th September 2020 - 15:00 - 00:00 Google Data Studio as an integrated PR measurement platform Andrew Bruce Smith is a specialist digital PR, social media, SEO and analytics trainer and consultant. With a career spanning 35 years, he has developed and implemented many highly successful strategic digital communications programmes for some of the world’s biggest brands including IBM, CapGemini, Apple and Checkpoint. Google Data Studio offers a highly flexible and yet inexpensive way of pulling data from multiple sources to create rich interactive reporting dashboards. It also now provides a way to integrate standard media evaluation data with other relevant information to provide deeper and more holistic insight into attribution and impact of PR activity. This session will provide an overview of how to build Google Data Studio dashboards combined with tips and techniques for the collection, manipulation and display of multiple relevant data sources. Key takeaways Overview of Google Data Studio How to streamline data collection process How to combine and blend data sources for PR attribution and impact assessment