LinkedInRichard Bagnall

Richard Bagnall

CEO, PRIME Research UK & SVP PRIME Research Europe

London, United Kingdom
Public Relations and Communications
  1. PRIME Research UK,
  2. AMEC| the International Association for the Measurement and Evaluation of Communications,
  3. Cabinet Office
  1. Comms Clarity Consulting Ltd,
  2. Cabinet Office,
  3. Gorkana
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PRIME Research UK

PRIME Research UK


– Present

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I have more than 25 years experience working in the Public Relations and communications sector. Originally a PR (both in house and PR consultancy) in 1996 I joined Metrica - a start-up agency specialising in measuring the effectiveness of PR and communications activity. As Metrica's co-owner and MD I built the business into the world's largest specialist PR measurement, analytics and insights consultancy.

Clients included many well known organisations, a small selection of which includes Dell, eBay, Bill & Melinda Gates Foundation, Adobe, Cancer Research, RNLI, British Heart Foundation, Vodafone, Barclays, Central Office of Information (including many Government Departments & ALBs), NPower, O2, Epson, Sainsburys, BT, National Grid, BNP Paribas, Microsoft, IHG, Marks & Spencers, Symantec, AMD, Visa, Nissan, and Akzo Nobel.

In 2009 I led the successful sale of Metrica to Exponent Private Equity, the owners of media monitoring company Durrants. Metrica, Durrants and subsequently Gorkana were merged to create the Gorkana Group, a one stop shop for media database, monitoring, analysis and insights. I spent 4 years as Global MD of Analysis and Insights working across the group's 3,000+ clients while the businesses were integrated.

I left Gorkana in 2013 spending time consulting clients on measurement & insights as well as business development strategy for analytics agencies. I was honoured to be appointed by the Cabinet Office as one of 3 external reviewers conducting its Digital Communications Capability Review across Government. Our report was published and accepted in November 2013.

In March 2014 I was appointed CEO of PRIME Research UK and SVP of PRIME Research Europe.

Specialties: PR measurement & ROI, media analysis & evaluation, social media measurement, analytics & insights consultancy, PR Planning, public relations & communications. Start-ups, general management, business development, & leadership



PRIME Research UK
– Present (11 months)Oxford, United Kingdom

As a research-based PR consultancy, PRIME Research combines talent, technology and tools to deliver communications insights for better business decision-making. With nine offices across the Americas, Europe and Asia, the firm works with many of the world’s most admired organisations.

Board Director

AMEC| the International Association for the Measurement and Evaluation of Communications
– Present (1 year 1 month)

Board Director of leading global communications measurement trade association AMEC - The International Association for the Measurement and Evaluation of Communications.

Member of the Cabinet Office Evaluation Council

Cabinet Office
– Present (1 year 8 months)Whitehall, London

The purpose of the Cabinet Office Evaluation Council is to support the British Government in its continuing commitment to the development, understanding and implementation of communication evaluation best practice across all communication directorates and all communication work. This includes low-cost in-house campaign activity, digital/social media, press/PR activity and internal communication as well as large scale paid-for marketing activity.
The role of the members of the Evaluation Council is to assess, challenge, validate and recommend best practice approach to the evaluation of cross-government communications.

Chair, Social Media Measurement Committee

AMEC| the International Association for the Measurement and Evaluation of Communications
– Present (3 years 5 months)

I chair AMEC's social media measurement committee leading a team of global thought leaders promote best practice & education in the measurement of digital communications.

Our work has included developing the Transparency Table for social media reports, the social media measurement valid metrics framework and user guide, the social media glossary of terms and working with the Coalition and Conclave to develop and implement global social media measurement standards.

Social Media Panel Member

CIPR – Chartered Institute of Public Relations
– Present (4 years 4 months)

Member of the CIPR Social media panel. Focus on measurement. Work of the panel includes authoring two best-selling books published by Wiley - Share This and Share This Too - in both of which I wrote the chapters on social media measurement.


Comms Clarity Consulting Ltd
(6 months)London, United Kingdom

Consultant to the PR & analytics / insights industry on best practice in communication measurement, social and digital media monitoring and measurement, business growth, structure and strategy.

During this time I also worked with the UK's Cabinet Office as one of three external experts commissioned to review the UK Government's digital communications capabilities. Our report was published and accepted in November 2013 -

Independent Expert Reviewer

Cabinet Office
(4 months)London

Along with Chris Birkett and Max St John, I was one of three independent reviewers for a Cabinet Office commissioned report on the effectiveness of digital communication across government departments and ALBs (Arms Length Bodies): how digital communication is planned and executed and how it can be improved. Our report was published and accepted in November 2013 -

MD Global Analytics and Insights

(3 years 10 months)London, United Kingdom

In 2009 I led the sale of Metrica to Exponent Private Equity, owners of Durrants, the UK media monitoring business. Within 6 months, Gorkana was also purchased and the three companies brought together to form the Gorkana Group with an ambition to step-change the level and quality of media intelligence and insight available to the PR and marketing industries.

In addition to my role as board director, as Gorkana's MD of Global Insights I was also responsible for all traditional & social media insights and analytics across global client base. Along with the media database, this was the strong growth area of the business during my time with the company.

Co-Owner and Managing Director

(17 years 4 months)London, United Kingdom

Metrica was one of the world's largest and most respected media analysis, PR measurement and PR planning consultancies. Founded in 1993, the company worked for many leading organisations in Europe, the United States and the Asia Pacific Region.

Metrica's products included traditional and social media monitoring, analysis and insights reporting and consultancy, competitor benchmarking, an industry leading analytics dashboard portal 'MyMetrica', KPIs and ROI reports, and a PR planning and consultancy service. All of Metrica's services were tailored to its clients with a high degree of consultancy gained from the company's background and understanding of the PR industry.

I grew Metrica from start-up to a thriving business of over 80 consultants and 200 analysts, making it the world's largest specialist PR measurement consultancy of its era. We undertook programmes in more than 50 languages and 146 countries and analysed well over 1 million clips each year with our team of expert human coders.

Metrica remained at the forefront of the industry right up until it was sold to Exponent Private Equity in 2009 by which time it had a reputation not just for excellence in communications measurement but was also one of the forerunners in the emerging social media analytics space.

Its leadership role in the industry was repeatedly recognised by its peers, including in our last year as an independent business sweeping the AMEC Communications Effectiveness Awards with 10 wins.

PR & Sponsorship Development Manager

Royal College of General Practitioners
(1 year)London, United Kingdom

The RCGP is the professional membership body for family doctors in the UK and abroad. It is committed to improving patient care, clinical standards and GP training.

Business Development Manager, PR

The Rowland Company
(1 year)Whitfield Street, London

PR consultancy owned by Saatchi & Saatchi which was formed by the merger of leading agencies Granard Communications, Kingsway PR and Rowland Worldwide.

New business responsibility. Also worked on a number of key accounts, most notably helping to launch the National Lottery in the UK in November 1994.

Sales Manager

Hollis Directories Ltd
(3 years)

I was the sales manager responsible for all advertising sales into the Hollis Press & PR Annual Directory and the launch editions of both Hollis Europe and the Hollis Sponsorship & Donations Yearbook.

Advertising Sales Executive

Kogan Page
(2 years)London, United Kingdom

Commission only advertising sales throughout a tough recession taught me the value of hard work and a no-nonsense approach to running a business.


Share This: The Social Media Handbook for PR Professionals(Link)

June 2012

Share This is a practical handbook to the biggest changes taking place in the media and its professions by the Chartered Institute of Public Relations (CIPR). The book was conceived and written by more than 20 public relations practitioners representing a cross-section of public, private and voluntary sector expertise using many of the social tools and techniques that it addresses.

The book is split into 26 chapters over eight topic areas covering the media and public relations industry, planning, social networks, online media relations, monitoring and measurement, skills, industry change and the future of the industry. It’s a pragmatic guide for anyone that works in public relations and wants to continue working in the industry.

Capitalising on my experience both in practice and leading AMEC@s social media measurement group, I was asked to write the chapter focussing on social media measurement.


Share This Too: More Social Media Solutions for PR Professionals(Link)

September 2013

Share This Too isn't just a book about a specialist area of public relations; it is about how the entire practice of PR is evolving and the immediate future of the profession.

Share This was conceived as a practical handbook for communication and public relations practitioners interested in changes taking place in public relations and the media. Share This Too is even more ambitious. It's a guide for anyone that works in communications or public relations. It contains brand new and original material by more than 30 contributors - each of whom is an acknowledged expert in their field. Created by the CIPR social media panel Share This Too probes deeply into the state-of-the-art theory delivery and evaluation of 21st Century public relations and communications.


  • Public Relations
  • Social Media
  • Digital Media
  • Analytics
  • Online Marketing
  • Social Media Marketing
  • Blogging
  • SEM
  • Social Media Monitoring
  • Reputation Management
  • Strategic Communications
  • Reputation
  • Digital Strategy
  • Social Networking
  • Web Analytics
  • Communications Planning
  • Media Monitoring
  • Media Analysis
  • Online Research
  • New Media
  • Market Research
  • Influencer Marketing
  • Research
  • Media Evaluation
  • Strategic Public...
  • Social Media Measurement
  • Journalism
  • Marketing
  • Crisis Communications
  • Media Relations
  • Start-ups
  • Press Releases
  • Internal Communications
  • Business Development
  • Message Development
  • Corporate Communications
  • Integrated Marketing
  • Digital Marketing
  • Sponsorship
  • Copywriting
  • Marketing Communications
  • Publicity
  • Content Strategy
  • Crisis Management
  • Brand Development
  • Web Content
  • Strategy
  • Marketing Strategy
  • Leadership
  • See 34+  See less

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