Why PR has an attention advantage on social - and why it's the key to greater brand effectiveness

Chairperson's welcome

Ben Smith, founder, PRmoment

Understanding the Impact of Attention on your Content

Anna Wilson, chief innovation officer, Tangerine Communications

• The results of eye tracking experiments to understand users content consumption habits
• Linking attention to intent
• The association between content consumption time, positive sentiment, and purchase intention
• Why brands need content at the top and bottom of the funnel to maximise impact

Case study: Specsavers’ Best Worst Team in the World Campaign

Lisa Hale, head of consumer PR, Social Media & Brand Activation, Specsavers

• Why Specsaver’s Best Worst Team content series is capturing the public’s attention
• The combined power of sport and humour to reach young people
• Why community plays such an important part of this campaign’s success
• How the campaign creates an emotional connection to Specsavers
• How the Best Worst Team content series is produced
• Why editorial stories capture audience attention mid funnel
• How season 2 of this an 8 part YouTube series brought Should've gone to Specsavers to life for a Gen Z audience, delivering a 10% incremental brand reach and 70% increase in consideration.
• An insight into the success KPIs from the Best Worst Team campaign

A comms director perspective: How to unite PR and Social within an organisation

Clara Biu, former head of PR events and social impact, Just Eat

• How to unite PR and social within an organisation
• What content are the social team best at?
• What content should the PR team own?
• How to create an integrated content calendar with built-in flex for newsjacking
• Does PR have a content production problem?
• The importance of channel specific production

Close of Webinar