About

Innovative communication technologies are altering the dynamics of traditional and online media channels. The lines between production and consumption are blurring and the power of consumers and citizen journalists is evolving. How can we use data and technology to anchor, execute and evaluate PR strategies in the “age of integrated communications?”

This two day event hosted by CARMA brings together industry professionals to discuss the complexities of today’s media platforms and identify relevant and effective measurement tools for online and traditional media.

 

WHO SHOULD ATTEND?

This year’s PR Measurement Summit will be looking at the value of effective measurement for PR and communications professionals across all industries, within the private sector, government and NGOs, all over the world. It’s more than just theory, hear from some of the leading academics, agencies and clients from all over the world about what they are doing to use valuable insights to manage reputation, track complex issues across multiple media, allocate staff resources and determine ROI.

 

Speakers

The PR Measurement Summit brings together practitioners and thought-leaders from client organizations, public relations agencies and research to discuss challenges, trends and best practices.

Partners

Agenda

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09:30 AM
REGISTRATION & COFFEE

10:00 AM
WORKSHOP SESSION 1

Stream 1 – Kajam Room

Getting The Basics of Media Intelligence Right
Ben Levine: VP, Global Research & Analytics, Ketchum

Stream 2 – Jabbah Room

Media Intelligence Round Table *ARABIC LANGUAGE SESSION*
Mazen Nahawi: CEO, CARMA;
Saad Alrubaiaan: Government Communications Consultant

12:00 PM
LUNCH

13:00 PM
WORKSHOP SESSION 2

Stream 1 – Kajam Room

Putting Theory Into Practice: Demonstrating Best Practice Evaluation In Three Case Studies
Jim Macnamara: Professor of Public Communication, University of Technology, Sydney

14:30 PM
BREAK

14:45 PM
WORKSHOP SESSION 3

Stream 1 – Kajam Room

Integrating Digital Measurement Into Traditional PR Campaigns
Victor Benady: Global Creative Director, Grayling

16:15 PM
DAY CLOSES

08:30 AM
REGISTRATION & COFFEE

09:00 AM
WELCOME SPEECH
Mazen Nahawi: CEO, CARMA

09:05 AM
KEYNOTE SPEECH 1
LATEST INTERNATIONAL DEVELOPMENTS IN STANDARDS AND MODELS FOR EVALUATION BREAKTHROUGHS AT LAST

Speakers: Jim Macnamara: Professor of Public Communication, University of Technology, Sydney and Visiting Professor, London School of Economics and Political Science

09:30 AM
PANEL DISCUSSION
HOW TO BUILD MEASUREMENT INTO INTEGRATED PR CAMPAIGNS

Progress is being made to develop measurement frameworks and metrics. At the same time social and traditional media are evolving and reaching new audiences. How do we build the right measurement programs to plan effectively and achieve actionable insight?

 

Speakers: Valerie Tan: VP, Public Relations, Social Media and Internal Communications, Emirates Group; Brian Lott: Executive Director, Group Communications, Mubadala; Jim Donaldson: Senior Partner, Regional Director, EMEA & CEO UK, Fleishmanhillard Fishburn; Sconaid McGeachin: President & CEO, Africa, Middle East & Turkey, Hill+Knowlton Strategies; Panel moderated by Richard Dean: Business Breakfast Presenter, Dubai Eye 103.8

10:45 AM
BREAK

11:00 AM
KEYNOTE SPEECH
WHAT IS AMEC’S ROLE AND WHAT CAN THE MIDDLE EAST LEARN ABOUT BEST PRACTICE FROM OTHER PARTS OF THE WORLD?

 

Speakers: Barry Leggetter: CEO, International Association for Measurement and Evaluation of Communications (AMEC)

11:15 AM
INDUSTRY INSIGHT
STAKEHOLDER ANALYSIS - THE ARAB YOUTH SURVEY

The Middle East region is unique given the demographics of the population. For almost a decade Asdaa Burson Marsteller have run the Arab Youth Survey to explore attitudes amongst the Arab youth. With this stakeholder group at the forefront of social media growth in the region, what does this mean for the PR industry and how can we measure the effect of campaigns targeting this growing consumer segment

Speakers: Sunil John: CEO, ASDAA Burson Marsteller in conversation with Mazen Nahawi: CEO, CARMA

11:35 AM
INDUSTRY INSIGHT
TRIBAL RELATIONS: HOW OUR UNDERSTANDING OF TRUST WILL CHANGE AMIDST THE FAILURES OF POLITICAL COMMUNICATIONS

The Middle East From Brexit to Trump and from the Arab Spring to Latin America’s political upheaval – never has trust in what governments and politicians say and do, been at such a low point. This presentation examines how PR & communications professionals will have to interact with ‘modern tribes’ – collections of people from different backgrounds
coalescing around globalized ideas and common interests – to form a new modicum of dialogue based on credibility and trust.

Speakers: Mazen Nahawi: CEO, CARMA

11:55 AM
PANEL DISCUSSION
FROM OUTPUTS TO OUTCOMES: THE QUALITATIVE SHIFT FROM AVEs AND BASIC METRICS TO BUSINESS IMPACT

Much is said about ‘Trusted Advisor’ status and PR getting a seat at the top table, but until we move past basic clipping and counting as measurement and demonstrate the value PR brings to the bottom line, do we really stand a chance of getting that seat? How can we move away from output measures and start to measure outcomes?

 

Speakers: Alex Malouf: Vice Chairman, Middle East PR Association; Ray Eglington: Group Managing Director, Four Communications; Kevin Hasler: Managing Director, BPG Cohn & Wolfe; Panel Moderated by Paul Venn: Commercial Director, CARMA

13:30 PM
LUNCH

14:30 PM
PANEL DISCUSSION 2
AUTOMATION VS HUMAN INSIGHT: WHAT WORKS BEST IN MEDIA INTELLIGENCE?

Automated software solutions might be the easiest and most affordable way to monitor the media, but can technology accurately capture and analyse all content, especially in Arabic? Can you trust technology with your decision-making or, more importantly, your reputation? This panel discusses the applications and boundaries for
automated and human curated media intelligence.

 

Speakers: Ben Levine: Vice President, Global Research & Analytics, Ketchum; Barry Leggetter: CEO, AMEC; Victor Benady: Global Creative Director, Grayling; Joyce Baz: Head of Comms, MENA, Google ; Panel Moderated by James Mullan: Partner, Insight Middle East

16:00 PM
BREAK

16:15 PM
PANEL DISCUSSION
IMPLEMENTING MEASUREMENT AT THE HEART OF GOVERNMENT

Very few places have experienced as much change thanks to social media as the Arab world. Not only has it given the people a voice they never had before, but leaders have also been quick to capitalise, with the UAE recently using social channels to announce the new Cabinet. What are the implications for Governments measuring trust? How can they be sure they are getting their message across and what platforms and metrics should they be tracking to get the true story of engagement?

 

Speakers: Saada Hammad: Regional Director, MEMAC Ogilvy Public Relations; Saad Alrubaiaan: Government Communications Consultant ; Thomas Ashby: Board Member, Middle East PR Association; Mazen Nahawi: CEO, CARMA; Panel Moderated By Stef Batory: Senior Comms Advisor, Dolphin Energy

17:30 PM
EVENT CLOSING

17:45 PM
CLOSING DRINKS RECEPTION

The Networking Reception shall be held at the end of the conference on Day 2. This event gives our delegates the opportunity to meet and network with all conference participants, partners and speakers in a relaxed environment.

Venue: Blends

17:45 – 19:45

REGISTER

MEPRA /AMEC/ FIBEP
& CARMA CLIENTS

    $100
    Conference

    $450
    Workshop

    $500
    Both

  • Register

STUDENT/
LECTURERS

    $250
    Conference

    $450
    Workshop

    $600
    Both

  • Register

GENERAL
PUBLIC

    $500
    Conference

    $450
    Workshop

    $800
    Both

  • Register

Venue

The Address Hotel,
Dubai Marina, Dubai, UAE

Directions Accommodation

For discounted accommodation rates at the Address Dubai Marina, Select “Special Rates-Group Code” and enter 101216CARM. Only applicable to summit attendees.