Weber Shandwick is set to host the first session of the day at this month’s In2 Innovation Summit EMEA in Amsterdam. Entitled ‘Cracking the PR Industry’s Measurement Challenge’, the panel discussion, moderated by Hugh Baillie, Head of Client Experience EMEA, Weber Shandwick will feature special guests Annick Boyen, VP Sustainable Business, Communications and Head of External Affairs Europe, Unilever, Michael Delle Selve, Senior Communications Manager, FEVE – the European Container Glass Federation, and Paul Holmes, founder and Chair of The Holmes Group.
Measurement is no longer a ‘nice to have’ and every part of an organisation now needs to demonstrate worth. At the same time, PR has evolved to fully represent a broader field, that of ‘earned’ attention. This gives companies an opportunity to exert a greater influence over their brand and/or business performance. Fortunately, the rapid advances in technology enable us all to more accurately measure output in terms of outcomes.
The discussion will focus on: the real-time challenges in proving the worth of PR and earned media; how we can move on from Advertising Value Equivalents (AVEs); and how technology moves measurement on to being a strategic tool for all organisations.
The Summit is part of a global series of events hosted by The Holmes Report that aims to explore the innovation and disruption that continue to redefine influence and engagement.