It's all about persuading your audience!
Beyond promos, how do you build a buzz around the nation’s hottest television events such as Game of Thrones, Death in Paradise and Cold Feet? Press interviews? Social media? How about a news-grabbing stunt in the middle of central London? Public relations campaigns use a variety of eye catching techniques to grab attention, but can they match advertising in generating audience interest?
Join award-winning creatives from the UK’s top PR firms as they reveal the stories and craft behind some of their greatest campaigns for ITV, Sky and the BBC.
Chair: Trevor Morris – Author & PR Consultant
James Herring – Managing Partner, Taylor Herring
Alice Bruce – Head of Television, Premier Comms
Paul Gayfer – Planning Partner, Good Stuff
Producer: Damien Ashton-Wellman
Trevor Morris (Chair) – Author & PR Consultant
Trevor is a Professor of Public Relations at Richmond University, a PRCA Fellow and co-author of ‘PR Today: The Authoritative Guide to Public Relations’ and ‘PR- a Persuasive Industry?’ He was formerly CEO of Chime Public Relations, the UK’s largest PR group. In 2013 Trevor was awarded the PRCA ‘Mark Mellor Award’ for outstanding contribution to the PR industry. He is also Agony Uncle for industry bible PRWeek.
James Herring – Managing Partner, Taylor Herring - @itsjamesherring
James co-founded Taylor Herring, an award-winning creative communications agency that specialises in disruptive marketing for brands. From animatronic polar bears to giant dragon skull installations Taylor Herring creates attention-grabbing events, stunts and public spectacles that deliver a huge volume of media coverage and social media engagement. The agency's enviable TV client list includes the likes of UKTV, Sky and Channel 4. James is also founder of the pop-culture news site The Poke and viral video production company St Marks Studios.
Alice Bruce – Head of Television, Premier Comms - @premier_telly
Premier’s Head of Television has a varied background in both entertainment and brand, having worked on campaigns in-house and agency side for everyone from BBC Worldwide, Disney and MTV to Nando’s and The NHS. Since joining Premier in 2016, she has overseen their entire portfolio of production companies, channels and networks including campaigns for The Night Manager, Comedy Central UK’s Friendsfest and Death in Paradise.
Paul Gayfer – Planning Partner, Goodstuff - @paulgayfer
Paul cut his teeth in media at Manning Gottlieb OMD from 2000-2004, working for their biggest brands including Nissan and Apple, building the media campaign that launched the iPod. He then spent two years helping to launch Naked in Sydney, taking them from 3 to 30 employees, picking up Agency of the Year in their first year and delivering award winning campaigns for Microsoft, Absolut and EMAP. Paul joined Goodstuff in 2006 to lead strategy for the newly launched Virgin Media account, which Goodstuff held for nine years. As Planning Partner he now runs Goodstuff’s Planning, Audience, and Data leadership team which supports and inspires the whole agency in producing brilliant work, and also leads media strategy for key clients including ITV.