Best PRactice Conference 2016

CIPR East Anglia Conference 2016: Best PRactice

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Join CIPR East Anglia on Thursday 6 October 2016 for the region's biggest annual PR and Communications conference. With a packed programme of presentations, expert-led roundtable discussions, Q&As, networking lunch and post-conference drinks, this event isn't one to miss.

Venue: Norwich Auditorium - Roger Needham Building Madingley Road, Cambridge, CB3 0RB

Programme at a glance


Registration and lunch


Opening remarks


A few words from CIPR President-Elect 2016


'There's no such thing as digital PR'


Breakout session 1

  • Six discussion streams to choose from on the day


Networking break


'Communicating from the inside out'


'Are you sitting comfortably? The art of effective storytelling'


Breakout session 2

  • Six discussion streams to choose from on the day


Info available soon


Closing remarks and networking drinks

Discussion East Anglia

12:30 Registration and lunch

Join us for a tasty lunch and opportunity to network with colleagues from across the East Anglia patch. Sign up for your chosen breakout sessions when you register (spaces allocated on a first come first serve basis).

13:15 Opening remarks

CIPR East Anglia Co-Chairs Amanda Bunn and Adam Tuckwell welcome you to our annual conference.

Amanda and Adam - East Anglia Chair

13:20 A few words from CIPR President Elect 2016


Jason MacKenzie

Jason MacKenzie is managing director of Liquid, an award-winning public relations consultancy with offices in Birmingham, Guernsey and Jersey. Liquid is a PR Week UK Top 150 agency.

He is president-elect, executive board director and national council member of the Chartered Institute of Public Relations (CIPR), a Fellow of the Institute and a Founding Chartered Public Relations Practitioner. Jason is also a Fellow of the Chartered Institute of Marketing (CIM) and a Chartered Marketer. He is a visiting lecturer at Birmingham City University, a Freeman of the Guild of Public Relations Practitioners and a Fellow of the British-American Project.

Jason has addressed international conferences on the subject of integrated communications and is a judge of national industry awards. He holds postgraduate qualifications from the CIPR and the CIM and an MA in Public Relations. He's also got a qualification from the Wine and Spirit Education Trust (WSET), but tends not to mention that.

Eddie May

13:45 'There's no such thing as digital PR'


Eddie May, MD of creative communications agency The Playbook, will present about why we shouldn't think in terms of "digital PR" as an isolated channel. Eddie will address how we should reach and engage people through a range of digital and social channels, and the role of content and influencers.

A former Marketing Manager at Umbro and co-founder of award-winning agency Threepipe, Eddie has almost 20 years' experience creating integrated campaigns for brands including EA Sports, Stella Artois, the ATP World Tour and Siemens.

Discussion East Anglia 14:15 Breakout session 1

Experts will lead discussions with small groups about specific areas of PR and Communications, giving you the chance to exchange ideas with peers. Discussion streams to choose from on the day include:

Crisis prevention and management

Jonathan Denby Jonathan Denby - Keeping things on track: Managing in a challenging media environment

How do you manage in a challenging, high profile environment where the news agenda is non-stop and round the clock, social media provides the means to immediately amplify any problems and there's always an appetite for bad news? As a train operator, there's always an interest in what goes wrong and rather less of an appetite for service improvements. So how do you show you're doing the right thing in difficult circumstances and develop the relationships, ideas and initiatives to gain a better reputation with media, stakeholders and the wider community?

Jonathan is Head of Corporate Affairs for Abellio Greater Anglia, looking after all PR, media relations, public affairs, stakeholder engagement activities and the wider regional rail development strategy. Jonathan has held a number of senior communications roles for successive train operators in East Anglia, where he has built stakeholder alliances to secure investment in the region's railways and delivered service development, promotional projects and a wide range of successful reputation-building initiatives. Jonathan is a director of Visit Norwich and a member of the Department for Transport's national Community Rail Steering Group.

Louise AhujaAgency / department management

Louise Ahuja - PR leadership 101

Whether you're managing an agency, growing a business or working to make your PR department indispensable; Louise will discuss why senior leaders in PR need to be forever entrepreneurial, always one step ahead and not afraid of rejection.


Louise is a director and equity partner at Lansons. She is also a non-executive director at Opinium Research. Louise has over 15 years' experience in communications, specialising in financial services across integrated communications; consumer engagement; brand relaunches; crisis communications and senior media relations. Louise's most recent work has included The Economist, The Pension Protection Fund (PPF) and Post Office Money.

Edwina Mullins Social media

Edwina Mullins - The blueprints to Digital Marketing

Digital Marketing can be a minefield because it is constantly changing.

You know your organisation should be doing a better job of integrating your website and other tools like social media into your communications and business strategy, but how can you really use it effectively within the industry you work in? Edwina will share with you the key areas of success and how you can use digital channels to increase your competitive edge.


Edwina is a digital marketing and social media expert who has been involved in digital training programmes for the past 6 years. Growing up in Cambridgeshire, Edwina's enthusiasm for marketing started early. She completed her degree in Business Management, specialising in the Hospitality & Tourism industries and her working experience ranges from regional rural funding to agricultural inputs. Since moving into digital marketing, Edwina has worked with Global brands such as Eventim, Shell, Institute of Food Research, and the European Publishers Council.

Sandra MacleodPlanning, measurement and evaluation

Sandra Macleod - Proof Points: the value of PR

Hear from the co-founder of amec, Expert Witness on Reputation and serial CIPR Awards judge, Sandra Macleod, about alternatives to AVEs and practical examples for your use moving forward. Whether you are embarking on this for the first time, or are a seasoned hand and seeking guidance as to how to demonstrate clearly (and cost effectively!) the impact of your efforts, Sandra will address not just why it's important to research and measure your efforts, but will give tips and guidelines about the steps that are useful to consider.

Sandra Macleod is the founder of the Association of Measurement and Evaluation Companies and CEO of Mindful Reputation.

Media relations

Speaker to be confirmed

Internal communications

Jo Twiselton, Marshall Aerospace & Defence Group, and Chris Johnson (Global Internal Communications Consultant)Discussion East Anglia 15:00

Networking break

Grab a tea or coffee and make some new PR connections.

15:15 'Communicating from the inside out'

It's widely acknowledged that organisations are no longer in control of the message. Now that the lines between internal and external communication is increasingly blurred, how can internal communicators become better aligned with their external-facing colleagues?

Steven MurgatroydSpeaker: Steven Murgatroyd


Steven is an Internal Communications expert with nine years of experience in a variety of industries and cultures. He is currently working at WM Reply as an Engage Consultant, as well as being very proud of his position as Chair of the CIPR Inside committee. Always looking to push the boundaries and challenge people's perceptions of what Internal Communication is and can be, he is a thought leader within digital communications, and his projects (such as Asda Green Room and TfL Fit for the Future – Stations) are widely seen as case studies for 'what good looks like'.

15:45 'Are you sitting comfortably? The art of effective storytelling'

The way companies tell stories has changed dramatically over the last few years and is ever-changing. We can no longer rely on PR generating editorial coverage or journalists writing articles to reach people we want to talk to. Kayla and Pete will share examples of effective examples of storytelling from within the local tourism industries, which use storytelling to entice people to spend time in destinations where they in turn create their own stories.

Speakers: Kayla Dunne and Pete Waters

Kayla Dunne

Kayla Dunne

Kayla is the Brand Manager for Visit North Norfolk. With twenty years of agency experience, she has previously managed PR accounts for Vauxhall Motors, ICI, SC Johnson, National Express, Procter & Gamble and B&Q. After moving to Norwich ten years ago, Kayla headed up the PR team at Balloon Dog and ran consumer marketing campaigns at Shorthose Russell and Plain Speaking Agency. Her work in Norfolk has involved devising and executing integrated marketing strategies for private and public sector clients including Camelot, national campaigns for Pret A Manger, positioning Wyndham Vacation Rentals as the leader in holiday bookings, and road safety and waste campaigns for Norfolk County Council.

Pete WatersPete Waters

Pete has been on the board of Visit East Anglia as Executive Director since April 2014 and combines the role with being Brand Manager at Visit Norfolk, which he took up in November 2012.Pete was born and raised in Norfolk and worked for 13 of the last 20 years at the Eastern Daily Press, the country's largest-selling regional morning newspaper, the last three as editor during which it was awarded Regional Newspaper of the Year. As well as changing the title from broadsheet to compact format and initiating the Norfolk glossy magazine, he launched the title's Holiday Here campaign and was instrumental in the development of the Norfolk Food & Drink Festival, of which he is a board member. Pete has also worked as a magazine publisher in the Cotswolds, the South West, London and Brighton.

Discussion East Anglia

16:15 Breakout session 2

Your second chance to discuss with experts trends and challenges in the areas of PR of most interest and relevance to you. Workstream options are the same as breakout session 1.

17:00 Details available soon

Discussion East Anglia

17:30 Networking drinks

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