The document provides information about PR360, a multi-day conference taking place from 27-30 April 2015 in London. It will include workshops, a two-day PR summit, and an internal communications focus day. The PR summit will feature keynote speakers and breakout sessions on topics like social media, branding, measurement, and crisis communications. It will also include the PRWeek Global Awards ceremony. Attendees can choose to attend individual days or multiple days for additional savings. The event aims to bring together PR and communications professionals from around the world to share best practices and insights.

1. 27-30 APRIL 2015, LONDON
WWW.PR360.NET
DEFINING GLOBAL COMMUNICATIONS EXCELLENCE
27 April: Social Media and PR Workshops
28 April: PR Summit day one
28 April: PRWeek Global Awards
29 April: PR Summit day two
30 April: Internal Communications Focus Day
The more days you book, the more you’ll save.
Plus if you book before 27 February you’ll save a further £150!
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2. SPEAKERS INCLUDE
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3. WHAT IS PR360
PR360 is set to be the biggest annual gathering of PR and comms professionals from across the globe. Whether your focus is on
social and digital, reputation, corporate or internal communications – there is plenty for you at PR360! Join us at some or all of the
PR360 events to take your PR skills and strategy to the next level, interact with your peers from all over the world, and celebrate
PR evolution across borders:
The PR Summit is one of the largest events for PR and comms professionals in the world and it offers unparalleled insights into all
that the PR profession need to know. With the incorporation of PRWeek’s celebrated PR Social conference, this now two-day event
will bring together 200+ of your peers to explore the hottest issues in in PR. It will feature a range of headline keynotes, panel
discussions and ‘pick and mix’ plenary and masterclass sessions, designed to help you tailor your learning and to bring to the fore
those who are not afraid to disrupt the status quo.
Take part in these two three-hour long workshops and dig deep into the topics in small groups. The morning workshop focusing
on social platforms will help you ensure you have the right platforms for your organisation and that you are using them to their full
potential. In the afternoon, explore how you can use PR content storytelling to boost your impact.
Our second annual Internal Communications Focus Day gathers IC professionals to explore how you can retain a united, committed
workforce whilst improving business results. Limited to 80 delegates, this innovative format ensures maximum networking and
discussion time, so that your questions aren’t left unanswered.
The PRWeek Global Awards honour the transformative work that crosses borders, building brands and trust, enabling the growth of
international enterprise. It is the only awards programme that benchmarks the most important work going across markets around
the world. Winners will be those producing transformational work and running first-rate organisations of all kinds.
Much more than an awards show, this prestigious event will convene best global practice and truly groundbreaking work in
international public relations.
PRWeek Global Awards
28 April 2015 - Park Lane Hotel, London
Defining Global Communications Excellence
WWW.PR360.NET
PR Summit
28 - 29 April 2015 - The Cumberland, London
Internal Communications Focus Day
30 April 2015 - London
Social Media and PR Workshops
27 April 2015 - London
GROUP DISCOUNTS!
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4. PR SUMMIT DAY ONE
TUESDAY 28 APRIL 2015
WWW.PR360.NET
08.45 Registration and refreshments
09.30 Chair’s opening remarks
09.40 Headline keynote: the evolution of PR in the social and digital landscape
10.00 Panel debate: leverage all your channels: paid, earned, shared and owned media
Given the pace of change in the media landscape, PR and marketing professionals have had to rethink the traditional classification of the paid, earned, shared and
owned media framework. How are PR professionals adapting to this new way of thinking? What are the best tactics available in each of your channels? How can
you, as a PR professional, contribute to changing the mindsets and making your communications more “real” (earned) rather than product-centred (paid and
commercial)?
Darcy Keller, Global Director of Communications, Financial Times
Scott Brownlee, General Manager, Press Relations and Social Media, Toyota (GB) PLC
10.30 Thought-leadership bonus session
10.45 Morning refreshments
STRATEGY FOCUS ON:
SOCIAL AND DIGITAL PR
Limited to 80 delegates
STRATEGY FOCUS ON:
BRANDING
Limited to 80 delegates
PRACTICAL MASTERCLASSES:
INSIGHTS AND MEASUREMENT
Limited to 50 delegates
IN-DEPTH MASTERCLASSES:
MEDIA RELATIONS
Limited to 30 delegates
A - Strategy, process and collaboration...
how can you change the social mindset of
your organisation?
Increasingly, the first point of contact for
organisations is digital. This session will review
how you can move to a digital-first approach
and ensure that social is deeply embedded in
your organisation’s culture:
I Cultural shift: how can you change the
mindset of your organisation? How do you
get full support from senior management?
I Strategy: what skills are required in your
team? How should you decide on the
budget?
I Process: what are the technical challenges
you should be aware of while embedding
social in every aspect of comms?
I Working in collaboration: how can you
approach working with different teams
to ensure you adopt a cohesive and unified
approach to social?
Blake Cahill, Global Head of Digital, Philips
B - Building your brand in today’s global
and digital landscape: when is global truly
global?
Having worked as the corporate spokesperson
for Discovery for ten years from the US and
recently moved to London to work across all
markets, Michelle will reveal what she thinks
businesses need to do to better benefit from a
truly global approach:
I How can global and local strategies
complement one another?
I How does communications support
Discovery’s ambitious international growth
strategy?
I How are boundaries between traditional PR
and social/digital blurring and what challenges
and opportunities does this present?
Michelle Russo, Executive Vice President
of Global Communications, Discovery
Communications, the world’s #1 Pay TV
Programmer
C - What does success look like?
Measuring the value of your social activity
For many PR professionals, social engagement
is a good indicator of success. But is it the type
of success your business needs? What does
“success” in social really mean both for PR and
for the business? This practical masterclass will
take you through all the steps to measure your
social media activity:
I What indicators of success should you be
looking at? Should you align social KPIs with
business objectives?
I Insights and data: understand which data
should be used as part of a measurement
strategy? How can you feed insights back to
your organisation?
I Prepare a case for investment to senior leaders
D - Managing stakeholders’ involvement
with the media
This hour and a quarter long masterclass will
take you through all the steps of managing your
spokespeople with the media:
I Overcome your spokespeople’s fear to talk to
the media and get their buy-in and support
when you need them
I What are the latest ideas and techniques to
get your internal stakeholders to “make time
for PR”? Spokesperson metrics, ticketing
system... a tour of the best innovative
techniques out there
I Ensuring that your spokespeople, whether it is
on TV or on social, represent the company’s
voice
11.15 Break into streams: pick your type of session and your focus area Choose between A, B, C or D
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5. PR SUMMIT DAY ONE
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E - 11.55 Leveraging your LinkedIn and
Facebook platforms to create greater
levels of engagement
Leveraging LinkedIn in your communication
strategies
In February 2014, LinkedIn opened its publishing
platform to members, providing a place where
members can share their expertise and establish
themselves as thought leaders. In this session Jill
will walk through how three different companies
integrated publishing on LinkedIn into their
communication strategies, and the results they
achieved.
Jill Jones, Corporate Communications Manager,
LinkedIn
Facebook: making deeper connections with
consumers
Speaker to be announced shortly
F - 11.55 Following a merger or
acquisition, how do you successfully
create a team from scratch?
Following a merge of Fiat Industrial S.p.A. and
CNH Global N.V, in September 2013 a new
company CNH Industrial N.V. - fourth largest
capital goods group worldwide - was born.
Their VP of corporate communications, Richard
Gadeselli, will reveal how he created a global
communications team, and what were their
biggest challenges and learning during the
process.
Richard Gadeselli, VP Corporate
Communications, CNH Industrial N.V.
G - 11.55 Growing your audience and
engagement on social
You may spend time creating great content for
social, but if you aren’t reaching enough people,
your efforts will be in vain. In this practical
session, learn top tips to increase your follower /
fan base.
I How can you increase engagement with your
brand?
I Visuals, links, videos...what makes people
interact?
D continued - Managing stakeholders’
involvement with the media
11.45 Swap or stay Choose between E, F or G
12.25 Lunch and networking opportunities
13.40 Headline keynote: PR in 2020: how today’s knowledge can help anticipate tomorrow’s needs
Over the past five years, the communications industry has been dramatically shaped by newer purviews, including social media and mobile, causing
companies and professionals to rapidly adapt. As this new age of PR continues to develop how will our current capabilities and interconnectivity equip us for
the next era of communications? Explore the biggest challenges and opportunities for PR professionals globally and how they’ll impact our industry on the
road to 2020.
Jeff Kuhlman, VP Global Communications, Nissan
14.00 The next big PR idea
A panel of agencies will have 5 minutes each to pitch their ground-breaking “big PR idea” and you - the audience - will choose the winner!
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6. PR SUMMIT DAY ONE
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STRATEGY FOCUS ON:
SOCIAL AND DIGITAL PR
Limited to 80 delegates
STRATEGY FOCUS ON:
BRAND AND REPUTATION
Limited to 80 delegates
PRACTICAL MASTERCLASSES
STORYTELLING
Limited to 50 delegates
IN-DEPTH MASTERCLASSES
CRISIS
Limited to 30 delegates
H - 14.35 Spotlight on UNICEF’s global
integrated campaign
Through a detailed case study, Jane will highlight
how UNICEF deployed a fully integrated global
fundraising and communication campaign
for the hugely successful Glasgow 2014
Commonwealth Games. The campaign was
socially driven and was aimed at engaging
new audiences, in an ambition to reach
every child in Scotland and children in every
Commonwealth country through a major
international sporting event. It included elements
of media partnerships, celebrity ambassadors,
social engagement and fundraising. Learn how
the campaign, which included a unique global
donation platform, achieved great results, both in
terms of money raised (£5m) and reach (1 billion
reached worldwide through broadcast).
Jane Cooper, Director of Communications and
Brand, UNICEF UK
I - 14.35 Reputation management in the
global landscape
Paddy Power is an international multichannel
betting and gaming business – a brand in a
sector that has constantly been under huge
scrutiny in the media. Catherine Colloms will
walk you through the organisation’s corporate
reputation and engagement strategy. She will
explore the challenges of the industry as a
whole and how they have responded to them,
in particular through setting up a cross-industry
self-regulatory group promoting responsible
gambling.
Catherine Colloms, Director of Corporate Affairs,
Paddy Power
J - 14.35 YouTube video: the power of
storytelling
Developing your own story has never been so
important for your organisation. More and more
brands are required to act as publishers. Using
YouTube as an example, this session will help you
learn how to build a narrative and develop your
storytelling skills.
Dom Burch, Senior Director Marketing
Innovation and New Revenue, Walmart UK
(Asda)
K - 14.35 Crisis Simulation 1
A crisis could be an opportunity for your
organisation to shine, but it could also result in
its reputation utterly destroyed. When things
are going wrong, split-second decision making
to get the best messages out can either lead
to your CV becoming significantly more or
significantly less desirable.
The simulation theatre will begin with a briefing
on a crisis communications situation, which will
evolve over the course of 70 minutes:
I Practice how to respond quickly and make the
right decisions under pressure - with little or
no information available
I Adapt your strategy as the scenario unfolds:
write a press statement, act and react on social
media, and respond to incessant media
and stakeholder queries
L - 15.35 Interacting with relevant online
journalists, influencers and bloggers
In this session, learn how to successfully identify
influencers and bloggers and engage with them:
I What are the best methods to identify genuine
online influencers?
I What are the similarities and differences
in approaching them, as opposed to more
“traditional” journalists?
I How can you make the most of bloggers and
influencers in your strategy, including using
them to feed new ideas into the business?
Speaker to be announced shortly
M - 15.35 Navigating comms strategy with
a multicultural audience
Communications professionals are expected to
think and act globally, while maintaining strong
contacts with regional offices.
I Understand the needs of multicultural
audiences and develop effective
communications strategies
I How can you bridge potential gaps of culture?
I Develop an open culture in your organisation
and establish trust in your brand
Jane Lawrie, Public Affairs and Communications
Director, Coca-Cola Europe
N - 15.35 Secret ingredients behind a viral
campaign
Many are wondering what the secrets behind
a successful viral communications campaign
are. Is there any recipe to it? Is it luck or long-
term planning? In this session, learn how to
make that elusive viral factor a core part of your
communication strategy.
K continued - Crisis Simulation 1
15.05 Afternoon refreshments
15.30 Swap or stay Choose between L, M or N
14.30 Break into streams: pick your type of session and your focus area Choose between H, I, J or K
16.10 Shake it up, get inspired! Powerful techniques and ideas to cut through
Hear from a successful artist, comedian or comms expert on how to have maximum effect in your communications.
16.30 Chair’s closing remarks: key insights from the day
16.35 End of PR Summit day 1 - Get ready to celebrate at the Global PRWeek Awards, taking place at the Park Lane Hotel
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7. PR SUMMIT DAY TWO
WEDNESDAY 29 APRIL 2015
WWW.PR360.NET
09.45 Registration and refreshments
10.30 Chair’s opening remarks
10.40 Headline keynote: make integrated marketing and communications work
in your organisation
In recent years, the term marketing communications has become
more and more widely used. This keynote will delve into the various
areas where PR professionals specifically can add the most value today.
How can PR professionals develop as the driving force in producing
editorial content in the new marketing/comms space, and why does
it matter? How can (re)structuring your team now, make a huge
difference later?
Speaker to be announced shortly
11.00 Panel debate: getting the best from each other – in house vs agency
This panel will explore the dynamics of in-house and agency relationships
and how each can get the most value out of the other. How can agencies
create more value for their client? From understanding their needs and
pressures, through to managing the MD and making evaluation easier. And
vice-versa, what can agencies expect from in-house teams? From better
briefs through to setting up the right points of contact..
Peter Cross, Director of Communications, John Lewis
Nigel Snell, Director of Communications, Prudential
Paul Wheeler, Corporate Affairs Director, UK, Kellogg’s
11.30 Thought-leadership bonus session
11.45 Morning refreshments
STRATEGY FOCUS ON:
CONTENT AND CHANNELS
Limited to 80 delegates
STRATEGY FOCUS ON:
CRISIS AND MEDIA RELATIONS
Limited to 80 delegates
PRACTICAL MASTERCLASSES
SOCIAL MEDIA
Limited to 50 delegates
IN-DEPTH MASTERCLASSES
FINANCIAL PR
Limited to 30 delegates
A - Developing powerful, innovative and
impactful content
Developing powerful TV content
Battersea Dogs & Cats Home have undergone
transformational growth since 2010. Discover
how the charity has used the power of TV by
creating content for ITV’s award winning Paul
O’Grady series with Battersea rescue dogs.
Dee will speak about how the charity attracted
a major TV series, how best to manage it at
strategic and operational levels, as well as the
potential pitfalls to look out for. She will delve
into what impact a multi award winning series
can have on your organisation and how to put
the full weight of social media engagement
behind a TV campaign.
Dee McIntosh, Director of Communications,
Battersea Dogs and Cats Home
B - What’s the story behind the headline?
Managing your reputation during rough
times
Drawing from his experiences at the Guardian,
the BBC, Weber Shandwick and the UK Film
Council, Oliver will lift the lid on the role senior
communications professionals play at times of
global crises. When your company finds itself at
the heart of worldwide conversations and the
subject of international headlines, how can you
protect, champion and defend the reputation
both of the company itself and its senior team?
Explore best practices and learnings from
successes as well as failures, to ensure your
company reputation is protected at all times.
Oliver Rawlins, Group Director of
Communications, Guardian Media Group
C - Cutting through the noise: successfully
engage with your audience
The breakthrough of social media in the last
few years has made corporate communication
accessible to everyone. How can you ensure
your voice is heard in this saturated space? This
masterclass will review the best techniques to
create a two-way conversation, and ensure you
are really connecting with your audience.
D - Effective communications in financial
reporting
This hour and a quarter long masterclass will
take you through all the steps of reporting
financial activity:
I What are the challenges of releasing financial
results in a digital world, where everything is
liked and shared?
I What do numbers mean in the PR world:
understanding financial jargon and how you
can translate it into PR
I Digital, videos.... how can you tap into the
innovative multimedia platforms to
communicate your results?
12.15 Break into streams: pick your type of session and your focus area Choose between A, B, C or D
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8. PR SUMMIT DAY TWO
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E - 12.55 Developing your creativity and
campaigns on a small budget
PR professionals are required to be more and
more creative, but the budgets are shrinking.
There are now so many different ways of getting
your messages across. How can you capture
your reader’s imagination? How can you think
creatively when you are under time and budget
pressure? Create newsworthy content that really
cuts through and inspires people.
Joe Jenkins, Director of Communications,
Activism and Fundraising, Friends of the Earth
F - 12.55 The future of media and PR
through the journos’ lenses
Hear top insights from journalists on how they
see the future of media, including print and
digital. How are they now scheduling stories
when everything has become so instant? What
does it mean for PR professionals when there
aren’t any fixed deadlines anymore- are things
like “embargo” still relevant?
Chaired by:
Danny Rogers, Editor-In-Chief, PRWeek
Simon Waldman, Morning Editor, BBC News
Channel
Jason Mills, Head of Digital, ITV News
Other panellists to be announced shortly
G - 12.55 Writing for social media
Learn best-practice techniques to communicate
on social media, including top tips on the
language and vocabulary that work best. You
will have the opportunity to put your skills into
practice in this lively session.
D continued - Effective
communications in financial reporting
13.25 Lunch and networking opportunities
14.40 Headline keynote: future gazing – trends and innovations
As business is redefining its place in a changing society, communications have to assume new roles and responsibilities. New actors, new expectations and
new technologies pose formidable challenges and open up great opportunities to the communications profession. What will the communications function
look like in the future? What talent will be needed? Some conjectures and refutations.
Rudolf Ramsauer, Senior Vice President, Corporate Communications Director, Nestlé S.A
15.00 Under 30s PR professionals’ panel: the future of PR and communications
This innovative panel session will feature young PR professionals who have all been awarded “PRWeek’s 30 under 30 PR professionals to watch”. They will
offer their views on the role of communications today as well as the future of PR. Hear fresh perspectives on why they decided to work in this industry,
whether the reality of PR is different from their perceptions, where do they see themselves in five years’ time, and how they see PR developing in the future.
Laura Wootton, Head of Communications, UTV Media, Talksport
Laura Townshend, Communications Director, 38 Degrees
Sophie Broom, Communications Manager, Financial Reporting Council
Andrew Marcus, Deputy Head of Communications, Museum of London
12.45 Swap or stay Choose between E, F or G
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9. PR SUMMIT DAY TWO
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L - 16.35 Channel strategy: driving
consistent messages in a multi-layered
world
In this session, explore how you can use the right
mix of channels for your comms strategy:
I Identify which channel is right for each
message and each audience
I Tailor messages for each channel
I Ensure that you are using a balance of
traditional and online channels, and that they
are fully integrated
Greg Dawson, European Communications
Director, Samsung Electronics EHQ
M - 16.35 Working collaboratively: making
PR and advertising work with each other
The first question that many PR professionals
ask when it comes to working with advertising
is “how do we get to talk to each other?” This
session will review the thought process behind
creating great PR and advertising content that
works for both.
Georgie Carter, Head of PR and Social Media,
Three​
N - 16.35 Inside out / outside in: getting
employees aligned with the brand
In this practical session, explore how you can get
your employees to become advocates for your
brand. How can you achieve better outcomes by
starting from the inside?
K continued - Crisis simulation theatre 2
16.05 Afternoon refreshments
15.30 Break into streams: pick your type of session and your focus area Choose between H, I, J or K
16.30 Swap or stay Choose between L, M or N
17.10 Shake it up, get inspired: new ideas for the future
Hear from a successful artist, comedian or comms expert on how to have maximum effect in your communications.
17.30 Chair’s closing remarks: key insights from the day
17.35 End of PR Summit
STRATEGY FOCUS ON:
CONTENT AND CHANNELS
Limited to 80 delegates
STRATEGY FOCUS ON:
PR VALUE AND COLLABORATION
Limited to 80 delegates
PRACTICAL MASTERCLASSES:
CREATIVITY AND BRANDING
Limited to 50 delegates
IN-DEPTH MASTERCLASSES:
CRISIS
Limited to 30 delegates
H - 15.35 Delivering real-time PR and
integrated comms in 2015
The world of PR and media has considerably
changed during the last few years.
Communications professionals are required
to deliver real-time PR to feed a world more
and more dominated by social and instant
news. With communications becoming more
and more integrated and instant, how are
comms professionals going to shape their
communications strategies in 2015 and in the
future?
Louise Hodges, Head of Communications,
Europe and Global Coordinator, Travelzoo
I - 15.35 Demonstrating the value of
one joined up communications team to
internal stakeholders
This session will explore how joining up your
PR and Internal Comms can optimise your
communications function and deliver real
benefits for customers and internal stakeholders.
How can you ensure that everyone internally
is aware of what PR does? What are the
different methods to illustrate the value of the
communications team to stakeholders and
employees?
Nicola Green, Director of Communications and
Reputation, Telefónica O2 UK
J - 15.35 Enhancing your creative thinking
skills
More and more, PR professionals are required to
come up with ideas and stories on a daily basis,
while budgets are shrinking. So how can you
ensure that you and your team are constantly
being creative? Come to this masterclass and
take your imagination skills to the next level!
K - 15.35 Crisis simulation theatre 2
A crisis could be an opportunity for your
organisation to shine, but it could also result in
its reputation utterly destroyed. When things
are going wrong, split-second decision making
to get the best messages out can either lead
to your CV becoming significantly more or
significantly less desirable.
The simulation theatre will begin with a briefing
on a crisis communications situation, which will
evolve over the course of 70 minutes:
I Practice how to respond quickly and make
the right decisions under pressure - with little
or no information available
I Adapt your strategy as the scenario unfolds:
write a press statement, act and react on social
media, and respond to incessant media
and stakeholder queries
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10. INTERNAL COMMUNICATIONS FOCUS DAY
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THURSDAY 30 APRIL 2015
08.45 Registration and coffee
09.30 Chair’s opening remarks
Richard Howat, Head of Internal Communications, Balfour Beatty Construction Services UK
LEADERSHIP ENGAGEMENT
09.40 Developing leadership capability to increase staff engagement
Building leadership capability can add massive value to your organisation by increasing
staff engagement and ultimately impacting on business performance. How do leaders
ensure that employees are fully engaged by their work? How do they enhance employee
productivity and optimise organisational performance? How can communications
professionals drive this through?
Speaker to be announced shortly, check www.PR360.net regularly for updates.
EMBEDDING VISION AND VALUES
10.20 Integrating your vision and values at the core of the organisation and ensuring your
employees are aligned with them
Are your employees buying into your corporate and employee values? This is a question that
every IC professional has been faced with. With the changing nature of the workforce, it
is more and more important for IC and HR to ensure that employees adhere to your
organisation’s purpose. How can you empower managers to efficiently communicate your
core values and principles? How can you drive behavioural change?
Speaker to be announced shortly, check www.PR360.net regularly for updates.
11.00 Thought-leadership bonus session
11.15 Morning refreshments
COLLABORATION
11.45 Encourage collaboration and an open culture within your organisation
Learn how developing an open culture in your organisation can boost employee
engagement: what are the obstacles to collaboration and how can you overcome them?
How can you develop an environment of sharing and trust? What are the collaboration tools
and technologies that could help you do just that? In this session, learn how to:
I Give employees a voice in shaping organisational strategy
I How to get buy-in (leadership, line management and front line)
I The importance of keeping the conversation going
Liane Pannell, Head of Internal Communications, NSPCC
12.15 Thought-leadership bonus session
12.30 Lunch and networking opportunities
DIGITAL CHANNELS
13.30 Deliver a consistent message across all of your communications channels, online and offline
This session will explore how you can integrate all your channels, traditional and channels,
within your IC strategy. How can you decide which channels are going to be effective for
your organisation? This case study will give you practical advice on how to hit upon the
right comms channels for your overall strategy and team, and how to tailor each message
for each channel and audience.
Julia Hart, Director of Global Communications, Akzo Nobel
BEST-PRACTICE ENGAGEMENT CASE STUDIES
14.00 Quick-fire case studies: drive innovation for employee engagement
This session will feature some of the best case studies and talks from our annual Strategic
Internal Communications event - all of which got the highest scores and feedback.
Perspective 1: Social Video
Find out how HSBC opened up and shared employees’ real life stories on the biggest social
media platforms in the world. How is HSBC NOW leading the way with social video?
Jenny Varley, Managing Editor- News, Communications, HSBC
Perspective 2: Change communications during an IPO
Discover how TSB communicated during the turbulence of an IPO (Initial Public Offering):
how did they maintain integrity and authenticity under the spotlight? How did they create a
partnership that counts?
Hari Miller, Head of Internal Communications, TSB
Perspective 3: CSR
Learn how to engage your staff when selecting a charity partner for your organisation. At
both a UK and EMEA level, CBRE has a strategic charity partnership approach that is getting
staff involved, what are the secret ingredients to getting employee engagement right?
Ashley Sweetland, Associate Director, Corporate Responsibility - EMEA, CBRE
14.50 Thought-leadership bonus session
HARD-TO-REACH EMPLOYEES
15.05 Engaging with hard-to-reach employees: Experian’s “EMEA Talks” project
Explore the challenges of engaging creatively with remote employees. How can you reach
out, be heard, and help people connect with each other? In this session, Patrik will talk about
“EMEA Talks”, a project which gave everyone in the region an opportunity to connect with
a person in another part of the business and country through a 30 minute conversation
using Lync (similar to Skype). The topic was ‘One EMEA’ and how collaboration across
countries and business lines helps provide better customer value. The project received
outstanding feedback: hear more about what people learned and how the project was
carried out.
Patrik Edvardsson, Head of Internal Communications, EMEA, Experian
15.25 Chair’s closing remarks
15.30 End of IC Focus Day
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Awards

11. SOCIAL MEDIA AND PR WORKSHOPS
WWW.PR360.NET
MONDAY 27 APRIL 2015
09.00 Registration and coffee
09.30 Getting the best out of social platforms: Facebook, Twitter, LinkedIn,
-12.30 YouTube and more
Social platforms are becoming increasingly more important for PR and comms
professionals to manage corporate reputation, engage influencers, customers and the
public, and drive communication results. But just creating an account on Facebook or
Twitter and expecting success to follow is not enough. You need to understand the
specifics of each platform, how they can work for your brand and where the audience
you are trying to reach spend most of their time.
This hands-on workshop will help you determine which platform is right for your
business. It will provide you with in-depth insight into the innovative ways to
harness the power of social platforms such as Facebook, Twitter, Vine, Instagram
and more. Through case study examples and learnings, this workshop will equip
you with take-away tips to try back in the office the very next day.
Determine which platform is right for your business
I Define your objectives for using social platforms: expand or engage your
audience? Reach journalists? Reach other stakeholders? Better PR? Better
customer services? Or all the above?
I What is the key demographic and audience behaviour information you need to
know for each platform?
I Content-sharing service, consummate networking site, ongoing conversation...
understand the specifics and different uses of each platform
Harness the power of social platforms – what can they each do for your business?
I Facebook and Instagram – this platform is ideal if you are looking to engage in
the long term and build relationship. Combined with Instagram, it has become the
most powerful social platform – what are the different ways your organisation can
represent itself on this platform?
I Twitter and Vine – the “in the moment tool”, Twitter can allow you to catch
people everywhere and it’s perfect to send news, updates and announcements.
What are the top 10 tricks you should know in using this platform, and how can
Vine help you make the most of it?
I LinkedIn - how can you use the world number 1 professional networking website
to generate leads for your business and grow it?
I Pinterest - how can you make the most of this content-sharing website that
allows users to pin or post photos, videos, and other images to their pinboards?
I YouTube- videos are one of the most powerful yet most neglected social tools
for business. Visual content generates significantly more shares and discussion
than text-based content - with video being as visual and engaging as it gets how
can you make the most of this for your organisation?
Identify, interact and engage with key influencers on social
Identifying and interacting with social media influencers should be a vital part of your
social media strategy. How can you identify who possesses major influence and
authority over your fan and follower bases? What are the best ways of engaging
them and making them advocates of your brand?
13.00 Registration and coffee
13.30 PR content storytelling and engagement strategies
-16.30 As a PR and/or social media professional, you need to come up with new stories on
a daily basis. But are your stories compelling enough to have the desired impact and
effect a change? It is simply not enough to know “how to write”, you need to be
able to write a story that will resonate with your audience, drive influence and
promote a positive image for your organisation. Given the saturation of the media
space, it is now more important than ever that PR and social media professionals are
skilled to develop unique narratives for different media platforms.
This workshop will equip you with the necessary skills to translate new messages and
ideas into powerful stories, and make the right connections between messages,
channels, audience and the larger story of your brand. Through case study examples
and learnings, this workshop will equip you with creative storytelling skills to gain
inspiration and actionable tools.
The secret ingredients to 24/7 storytelling
I Learn what makes a narrative effective and powerful in the communications and
media landscape: how can you shape your narratives for better effect?
I Acquire new habits that will allow you to craft narratives even under pressure
and limited time
I Identify content opportunities and how to keep an eye on new trends: how can
this help you find an angle for your stories?
I Pick up new techniques to create comprehensive media stories
Adapt your content across online and offline channels
I Understand the role of each media platform and how to make content work for
best effect
I Develop a comprehensive platform strategy that will allow you to display
relevant content
I Enhance your creative skills to achieve media coverage through your stories
Engagement strategies: consumers, businesses, journalists, influencers...
I How do consumers want to be emotionally connected to a brand: what sort of
stories they like and how to develop a unique relationship with them
I What are the different ways to engage various audiences? Top tips to
successfully engage with consumers, businesses, journos, bloggers and
influencers
CoverSpeakers
PRSummit
Day1
PRSummit
Day2WorkshopsAbout
PR360
Internal
Comms
FocusDay
PRWeek
Global
Awards

12. PRWEEK GLOBAL AWARDS
WWW.PR360.NET
As part of PR360, the PRWeek Global Awards honours the transformative work that crosses borders, building brands and trust, enabling
the growth of international enterprise. It is the only awards programme that benchmarks the most important work going across markets
around the world. Winners will be those producing transformational work and running first-rate organisations of all kinds. The ceremony
will be held on the evening of the 28th April 2015 at The Park Lane Hotel, a celebrated venue at the heart of Mayfair. The ticket price
for the awards includes the drinks reception, a three-course menu with half-bottle of wine per person and an evening of excellent
entertainment.
Early bird rates apply until 27 February, so be sure to book your place today!
*Prices exclusive of VAT
The shortlist for the 2015 PRWeek Global Awards will be available in mid-February. Visit www.prweekglobalawards.com for more details.
28 April, 2015
Park Lane Hotel, London
INIDIVIDUAL TICKET RATE*:
£320 Early Bird / £350 Standard Rate
GROUPS OF 10 OR 12 RATE PER PERSON*:
£280 Early Bird / £310 Standard Rate
CoverSpeakers
PRSummit
Day1
PRSummit
Day2WorkshopsAbout
PR360
Internal
Comms
FocusDay
PRWeek
Global
Awards