PRCA Legal Group event: The use of PR in content strategy

Event Overview

The panel discussion ‘The Use of PR in Content Strategy’ will explore the use of off-diary thought leadership that positions firms authoritatively and which brings together elements of marketing, BD and PR. The importance of PR in generating ideas and content will be highlighted and we will also touch on content distribution channels (and challenges), and how to measure the value of content strategy/thought leadership.

The panel consists of:

• Richard Gerrard has three decades of experience leading PR, content marketing, and business development programmes for law firms and companies in the legal space. An award-winning communicator, Richard has led thought leadership, content marketing, and multichannel campaigns for financial institutions and international law firms including Freshfields Bruckhaus Deringer. Richard is currently Director of Business Development and Marketing at disputes specialist Carter-Ruck.
• Rob Mitchell is the CEO and Co-Founder of Longitude, a specialist thought leadership agency that, since January 2018, has been majority owned by the Financial Times Group. He has almost 20 years’ experience of working on various aspects of B2B content marketing. Between 2002 and 2006, he edited sponsored reports at the Financial Times, including the Mastering Management series. In 2006, he joined the Economist Intelligence Unit, where we led a range of sponsored research reports on a variety of business and management topics. Then in 2011, he co-founded Longitude as an agency that would offer high-quality research and content but with a strong focus on driving commercial and marketing outcomes. Since then, the company has grown quickly, and now works with more than 40 clients internationally, primarily in the professional services, financial services and technology sectors.
• Emma Wheeler is a Director in the Centre of Excellence for Gender Strategy at UBS Global Wealth Management. She is a communications specialist advising on the global communication strategy for the bank's focus on women and their unique financial needs. Before joining UBS Global Wealth Management in early 2018, Emma was head of content for an international private wealth law firm where she drove the firm's content strategy and approach to thought leadership.  She has a 25 year career in advising global brands, particularly around change management within professional services businesses.

The event is aimed at in-house and agency practitioners.

This event is worth 15 points in the PRCA CPD programme.