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Do you want to keep ahead of your competition? Do you want to better understand PR and social media? Do you want to discover the impact they can have on your startup and learn tricks on how to master them?

Word of mouth has long been recognised as the “Holy Grail” of marketing, as it is getting harder and harder to reach consumers with traditional advertising. In this interactive talk, Caroline and David will give an overview of social media and PR. They will share the results of recent research studies as well as real life situations, exploring which online content gets shared, how Twitter messages affect the adoption of new products, including social media trendsetters, content marketing, and PR.

Professor Caroline Wiertz is a Reader in Marketing, and the Associate Dean for Entrepreneurship at Cass Business School. She is a consumer researcher with a particular interest in collaborative consumption and the impact of new media on consumption behaviour. She has published extensively in leading academic journals and works closely with media and tech companies in Tech City. She is the co-founder of City Unrulyversity, City University’s free pop-up university for entrepreneurs; and also serves as a Trustee for the St Martin-in-the-Field’s Charity that supports the homeless in London and vulnerable people across the UK

David Waterhouse is Global Head of PR and Content at video ad tech company Unruly. He joined Unruly’s London office back in 2010. Before joining Unruly, David was a newspaper journalist for 12 years, covering sports, news and entertainment.