Chair’s opening remarks

Nicola Green, Chief Communications & Corporate Affairs Officer, Virgin Media O2



Marcomms: how aligning marketing and comms elevates campaign creativity

  • Should PR and marketing sit under one centralised team?
  • Can aligning marketing and communications teams help you to enhance the impact of your campaigns?
  • What might a centralised marketing and communications team look like? And how would this enhance collaboration on your team and overall campaign effectiveness?
David Parke, Food & Wine PR Manager, Marks and Spencer


Panel discussion: We can’t hear you – ensuring your brand isn’t tone-deaf to everyday issues

  • There has been a heavy focus on purpose within the last few years in communications, but do audiences actually care about this, especially in a time of crisis?
  • How can you ensure that your campaigns aren’t tone-deaf to key societal issues?
  • Is short-term planning the answer to helping ensure that your brand remains agile enough to respond to societal events?

Moderator: Nicola Green, Chief Communications & Corporate Affairs Officer, Virgin Media O2

Laura Osborne, Managing Director, Corporate Affairs, London First

Kamiqua Pearce, Managing Director, Coldr

CC Clark, EVP Communications EMEA: PR, Partnerships, Social and Influencer, FCB Inferno



Collaborating on communication – how stakeholder engagement holds the key to Covid- and crisis-communications

  • How to use stakeholder relations to boost communications cut-through when it matters most
  • Balancing relationships and messages to keep a complicated sea of audiences onside
  • Scaling up and getting creative with stakeholder communications channels to deliver in real time
  • Converting vocal critics into critical friends who support and enhance key messages

Robert Hack, Head of External Communications & Engagement (Crime), HM Courts & Tribunals Service



Networking break



HUB A – Tweaking tactics: do you know how to spend your budget for maximum impact?

  • With traditional monetization opportunities drying up, how can you effectively utilise budgets?
  • Is it a case of brands not having big enough PR budgets to create effective campaigns or not knowing how to spend them?
  • Is having a smaller budget a blessing or a curse when it comes to executing engaging campaigns? 

Moderator: James Halliwell, News Editor, PRWeek

Nora Maguire, Head of Communications, The Cystic Fibrosis Trust

Marina Nenadic, Marketing Communications Manager, Nesta

HUB B – How to articulate and sell a strategy to a client or internal stakeholder

  • Disentangling strategy, objectives and tactics. Why are they different and why does it matter?
  • Positioning a comms strategy within the overall business strategy
  • Creating an effective strategy deck: dos and don’ts


Mark Lowe, Founding Partner, Third City


Panel discussion: AV-Eh? Rethinking your measurement strategy to ensure your metrics have meaning

  • Are you using data effectively or are you measuring for measurement’s sake?
  • Does Advertising Value Equivalent (AVE) devalue PR or is it still the most effective method for measuring your communications?
  • Could aligning marketing and communications be the answer to the PR industry’s age old measurement issue?

Moderator: John Harrington, UK Editor, PRWeek

Lucy Linthwaite, Hybrid Cloud Geo Communications Leader, IBM

Leor Franks, Business Development & Marketing Director, Kingsley Napley

Barney Barron, Head of UK Analysis, Cision



Networking lunch



Panel discussion: The poor cousin – how internal comms can help to enrich continuous business development 

  • Internal comms is usually seen as the less sexy side of PR, but is this changing?
  • How has the importance of internal comms come to the forefront over the last two years?
  • How aligning internal and external comms is the answer to ensuring your brand’s authenticity and gaining consumer trust to increase conversions

Jo Roberts, Director of Communications, Heathrow Airports Limited

Helen Card, Head of Civil Service and Cabinet Office Internal Communications, Cabinet Office

Cat Channon, Head of International Communications, Electronic Arts (EA)



Levelling up – a whistle-stop tour to progressing your communications career

  • How have new working patterns affected those wanting to level up in their PR careers?
  • Do PR professionals struggle to get a seat at the top table due to a lack of interest in  learning?
  • How will hybrid working and the increase in proximity bias affect people progressing in their careers?

Sian Trew, Director of Communications and Engagement, The AHSN Network



Double fireside: Anti-ageing – what is the serum we need to combat ageism in PR?

  • Celebrating young talent in the industry has been a norm for years, but why is there a lack of celebration around older talent? 
  • Are you at risk of alienating older staff by not giving them the right opportunities to succeed?
  • How can we combat the stereotype that older staff members are not as agile in their working patterns as younger staff members?

Kate Clark, Women in PR, Committee Representative and Director, KCPR KateClarkPR

Emma Twyning, Director of Communications & Policy, Centre for Ageing Better



Fireside chat: The purpose of PR – how to create deeper connections through social movements

  • Striking the balance between purpose-driven and product-driven PR campaigns 
  • How can you communicate on social issues authentically whilst still keeping in line with your company’s image?
  • Ways to go beyond social and greenwashing to implement real do-good initiatives and create permanent change in your brand’s ethos, messaging and purpose

Sam New, Global PR Manager, Bang & Olufsen



Presentation – Propelling PR – what can you focus on to promote PR even further?

  • As we begin to look at what life might be beyond Covid comms, we ask the top PR agency directors which area or theme of comms they think will help propel the PR industry’s growth even further

Charlie Mulock, Director, Hope & Glory PR

Richard Carpenter, CEO, Bladonmore

Tom Malcolm, Group Managing Director of Consumer PR, BCW Global

Simon Whitehead, CEO, Hill+Knowlton Strategies



Chair’s closing comments and close of conference