12:30 Registration and networking
12:58 Barry Leggetter, Executive Director of AMEC, opens event/introduces David Rockland
13:00 WEBINAR GOES LIVE:
Dr. David B. RocklandWhy today is important.
Conference Moderator, David B. Rockland, Partner/CEO Ketchum Pleon Change and Global Research.
David welcomes people joining from different countries on Webinar and to live event in London.
How this started – the Barcelona Principles, AMEC Taskforce activity, PRSA involvement and Consultation Process with the CIPR and the PRCA.
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13:05 Andre ManningMy advice to PR professionals here today. Andre Manning, Vice President and Global Head Philips Corporate Communications
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13:20 Ruth PestanaOur new alternative to AVEs. Overview of AMEC Taskforce activity on the standards needed to define “validated metrics” to replace AVEs. Ruth Pestana, Worldwide Director of Strategic Services from Hill & Knowlton – the chair of AMEC’s taskforce on validated metrics.
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13:35 Tim MarkleinHow to get started in measuring social media and what are the definitions of relevant metrics? Tim Marklein, Executive VP, Measurement & Strategy at Weber Shandwick.
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13:50 Questions: Ruth Pestana, Tim Marklein and Andre Manning.
Priority will be given to questions from Webinar callers.
13:55 David Rockland summary
14:00 Webinar ends
14:00 Getting down to practicalitiesDavid Rockland sets out rest of the conference.
14:05 Ruth PestanaWhat do we need to do to persuade the PR professional to give up his dependence on AVEs and convince the client to use AMEC’s new validated metrics? Ruth Pestana, Worldwide Director of Strategic Services from Hill & Knowlton – the chair of AMEC’s taskforce, reports on a new approach.
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Andre ManningHow I would advise PR professionals to sell in the new metrics in their consultancies and to their management. Andre Manning, Vice President and Global Head Philips Corporate Communications
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14:25 Audience questions for Andre Manning
14:30 AVEs alternative Panel: 
14:30 Alison ClarkeAlison Clarke, Group Business Development Director, Huntsworth PLC and Chairman of PRCA Best Practice Committee
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14:40 Jane WilsonJane Wilson, CEO, CIPR
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14:50 Questions/DiscussionAlison Clarke, Ruth Pestana; Jane Wilson. Moderator: David Rockland
15:05 Refreshment and short networking break
15:25 Tim MarkleinHow to persuade your client that measuring social media is essential. Tim Marklein, Executive VP, Measurement & Strategy, Weber Shandwick.
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15:40 Social Media Panel:
Sally Costerton, CEO and Chairman, Europe Middle East and Africa (EMEA), Hill & Knowlton and Chairman of the PRCA.
15:50 Rob BrownRob Brown FCIPR, Managing Director, Staniforth and Chair of CIPR Social Media Panel.
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16:00 Questions/Discussion - Sally Costerton, Rob Brown. Moderator: David Rockland
16:15 General discussion/Open questions from both sets of speakers - Alison Clarke, Ruth Pestana, Jane Wilson, Sally Costerton, Rob Brown. Moderators: David Rockland and William M. Murray, President and COO of PRSA.
16:30 Mike Daniels, Chairman of AMEC closes conference
16:30 Conference ends.