The disciplines of public relations, marketing, social media and digital are converging and evolving at a breathless pace. Modern marcomms is real-time, multimedia and multichannel. The challenge we face is to learn new skills, master new technologies, while maintaining focus on the key business goals of reputation and performance.
Taking place at The Crystal - a suitably forward-thinking venue in London's Docklands - FutureComms14 will bring together over 200 marcomms professionals and some of the world's leading speakers and practitioners to inspire us all to rise to the communications challenges of today and the near future.
• Where is PR, communications and social media heading?
• What does your brand need to do to adapt?
• Content marketing versus the Big Idea
• Do brands need to think like media companies?
• How can brands tell more compelling stories?
• Which skills, technologies and platforms are critical for success?
• How can we measure more smartly?
|Deirdre Breakenridge, CEO, Pure Performance Communications and author of "Social Media and Public Relations: Eight New Practices for the PR Professional"|
|Daniel Dodd, Director of Communications and Content at the National Trust, the largest conservation charity in Europe. Previously he was Head of Interactive for Nations & Regions at the BBC, leading the redevelopment of BBC's local websites.|
|Vikki Morgan, as Head of Social at TMW agency, Vikki oversees community management, influencer outreach and brand partnerships for clients such as Unilever and General Mills. A former journalist, she has written for Communicate magazine, The Guardian and Marketing Week.|
|Justin Pearse. After 15 years as a journalist, Justin is now Head of Marketing for digital marketing, social media at PR agency Bite. He appears regularly in national media and press as an expert on digital media.|
|Danny Whatmough, Associate Digital and Social Media Director at Ketchum. Danny heads up all digital activity across P&G brands such as Max Factor and Hugo Boss. He is chair of PRCA’s digital group and member of AMEC’s social media measurement committee.|
|Gabrielle Laine-Peters is an international speaker and social media consultant who has worked on projects with NASA and the UK government. She is a 9/11 survivor and a public figure on PTSD due to her experiences with it. She also sits on CIPR's Social Media Advisory Panel.|
|Paul Sutton, Head of Social Communications at PR and content agency BOTTLE, and a blogger at futurecomms.co.uk. Under his stewardship, BOTTLE has won 15 social media awards in the last three years.|
|Neville Hobson has over 25 years’ international experience in PR and marcomms, Neville Hobson runs one of the UK’s top PR blogs, nevillehobson.com, and co-hosts the For Immediate Release podcast series.|
|Andrew Marcus is Deputy Head of Communications at the Museum of London and responsible for the PR, social media, and public affairs as well as overseeing marketing. He previously worked at the Science Museum and Habitat as well as agencies Porter Novelli and Bell Pottinger.|
|Stuart Bruce is a PR consultant, author and media commentator. He co-founded and directed one of the UK’s first online PR consultancies which grew to become a PRWeek Top 150 Consultancy advising clients such as Sony Mobile, HSBC, the United Nations and GSK.|
|Nicola Dodd is Head of PR and Social Media at Cancer Research UK, Nicola is responsible for delivering consumer campaigns to drive fundraising, brand and health initiatives, including Race for Life, Stand Up To Cancer and Dryathlon.|
|Laura Bates iurrently a Communications Manager at the Heritage Lottery Fund, Laura has over seven years PR experience. After studying PR at the University of Westminster, she started her career in the press office at Debenhams. Then, moving to the public sector, Laura worked her way up from a PR assistant to Comms Manager at HLF over five years.|
|Alex Singleton is a corporate communications consultant and trainer who works for FTSE100 companies and global brands. Until 2011 he was a journalist at The Daily Telegraph. His recent book, The PR Masterclass, is published by Wiley.|
|Tom Foremski is the editor of Silicon Valley Watcher, reporting on the business of innovation. His focus is on the convergence of media and technology — the next big thing and the foundation for a new era for Silicon Valley.|
|Betony Kelly is Head of Digital Outreach for the Department of Business, Innovation and Skills. Betony specialises in working with online communities, influencers and translating broad campaigns for niche and specialist audiences. Until 2013 she worked as Media Relations Manager at HSBC.|
|Jon Bernstein is an award-winning journalist, editor and digital strategist. He was deputy editor, then digital director, at the New Statesman; multimedia editor at Channel 4 News; editor-in-chief of Directgov and editor-in-chief of dot com start up and technology website silicon.com.|
|Stephen Follows is an award-winning writer and producer, Stephen Follows has produced work for clients such as Bethesda and Jonny Wilkinson. He has also produced the London Screenwriters’ Festival and the Super Shorts International Film Festival.|
|Adam Cranfield heads up global marketing for Mynewsdesk, the world’s leading all-in-one brand newsroom and multimedia PR platform. He has worked in communications and media for 15 years, including agency side and for the Department for Education, CIMA, Nectar and Heat Magazine.|
9:30am Welcome address - Mynewsdesk
9:35am The Future of Communications – PR 2.0
Keynote from Deirdre Breakenridge - (Pure Performance Communications)
Summary: Author of five Financial Times books, Deirdre Breakenridge is an internationally renowned PR and social media expert. She will set the scene for the conference by describing how we are all, as professionals, reinventing the PR industry through the use of socialised media. How should we best embrace PR2.0? What are the best strategies for companies and brands to engage directly with the public, customers or stakeholders?
10:15am Content Marketing vs The Big Idea
Panel discussion: Jon Bernstein (chair), Paul Sutton (Bottle PR), Daniel Dodd (National Trust), Emma Hart (O2), Justin Pearse (Bite).
Summary: Social media and real-time marketing have changed the nature of the way in which brands communicate with consumers. The ability of brands to publish their own content in owned media, which spreads their stories through earned media, effectively bypasses traditional media channels completely. Brands can now build their own communities of customers and advocates and talk directly to them with ongoing content marketing activities. So is there room any more for the big creative idea?
11:00am Networking & Coffee Break
11:30am What Happens When Every Company is a Media Company?
Interview: Tom Foremski interviewed by Adam Cranfield
Summary: When Tom Foremski first introduced the concept of brands as publishers a decade ago, few understood it. But the idea of the internet’s media technologies having transformed PR and marketing is now something that most in the communications industry have come to accept. More and more brands are behaving like media companies, publishing content to engender engagement and affinity. But with such a huge volume of new content available every single day creating white noise, what next for the communications industry?
12:00am Why people share stories online
Stephen Follows (Catsnake Film)
Summary: Stephen is an award-winning writer and film producer, he specialises in using emotion-based stories to change perceptions. With the help of some video examples, Stephen will demonstrate the psychology behind storytelling and show why it’s such an engaging way of getting your message across online. He will offer practical tips on how to best to get the story into your brand online.
12:30pm Networking Lunch
1:30pm Using YouTube to underpin your PR
Innovation Case Study: Andrew Marcus, Deputy Head of Communications, Museum of London.
The Museum of London has ambitious targets to increase footfall and raise its profile over five years. Andrew will share how the comms team at this high profile visitor attraction are using YouTube as the key channel for their consumer and corporate PR campaigns. He will demonstrate the innovative techniques used and present the lessons learned.
2:15pm Anatomy of the modern communicator
Panel Discussion: Chair: Gabrielle Laine-Peters, Stuart Bruce, Nicola Dodd (Cancer Research), Vikki Morgan (TMW), Laura Bates (Heritage Lottery Fund)
Summary: As the communications industry evolves, so do the professional skills required in order to stay relevant. The integration of marketing functions means that roles within agencies and in-house positions are changing to encompass a far wider range of disciplines, technologies and knowledge than ever before. What do we need to learn to be successful in the future?
3:00pm Networking & Coffee Break
3:15pm What are the technologies of PR?
Panel Discussion: Neville Hobson (chair), Tom Foremski, Betony Kelly (BIS), Danny Whatmough (Ketchum), Juhani Levola (Deski).
Summary: Social and digital technology is playing an increasing role in the ability of brands to reach consumers. It is both an opportunity and a threat. The proliferation of mobile devices means that reaching people when and how they choose is becoming critical, while the advent of 4G, wearable technology and 3D printing will serve only to increase the pressure on the communications industry. So what’s on the horizon?
4:00pm Jon Morter – Are you sitting comfortably?
Summary: Jon Morter is the man who got Rage Against the Machine to the Christmas number one in 2009. And he runs the hugely popular ‘Condescending Corporate Brand’ social media profiles. He can politely be described as a ‘disrupter’. What can we learn from Jon’s war stories? What mistakes should we try to avoid in our social media campaigns? Prepare to cringe at Jon’s ‘worst practice’ examples.
4:30pm Closing Remarks - Deirdre Breakenridge
4:45pm Close and Networking Drinks Reception
The organisers reserve the right to change the conference programme without notice.
Tell your story with Mynewsdesk
Mynewsdesk is the world's leading all-in-one brand newsroom and multimedia PR (public relations) platform. Over 5,000 brands as diverse as Costa Coffee, Allianz, Volkswagen, Canon, Nectar, UNICEF, Sitecore, Bury Council and Virgin Trains use their Mynewsdesk newsrooms to publish and distribute their content, achieve greater visibility across search and social media, connect with key influencers, and tell their stories.
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