I'm looking forward to speaking at FutureComms14 conference in London Wednesday (tomorrow). It's a brand new conference organized by Mynewsdesk, a Norwegian media technologies company that provides companies with a digital newsroom.

The wonderful Deirdre Breakenridge will kickstart the morning. I'm speaking late morning on: What Happens When Every Company is a Media Company? 

And I'll be on a panel discussion in the afternoon (post 3pm coffee break thankfully) on: "What are the technologies of PR?" chaired by the always insightful Neville Hobson.

Here's the lineup:

9:35am The Future of Communications - PR 2.0

Keynote from Deirdre Breakenridge 

Author of five Financial Times books, Deirdre Breakenridge is an internationally renowned PR and social media expert. She will set the scene for the conference by describing how we are all, as professionals, reinventing the PR industry through the use of socialised media. How should we best embrace PR2.0? What are the best strategies for companies and brands to engage directly with the public, customers or stakeholders?

10:15am Content Marketing vs The Big Idea

Panel discussion: Jon Bernstein (chair), Paul Sutton (Bottle PR), Daniel Dodd (National Trust), Emma Hart (O2), Justin Pearse (Bite).

Social media and real-time marketing have changed the nature of the way in which brands communicate with consumers. The ability of brands to publish their own content in owned media, which spreads their stories through earned media, effectively bypasses traditional media channels completely. Brands can now build their own communities of customers and advocates and talk directly to them with ongoing content marketing activities. So is there room any more for the big creative idea?

11:30am What Happens When Every Company is a Media Company?

Interview: Tom Foremski interviewed by Adam Cranfield

When Tom Foremski first introduced the concept of brands as publishers a decade ago, few understood it. But the idea of the internet's media technologies having transformed PR and marketing is now something that most in the communications industry have come to accept. More and more brands are behaving like media companies, publishing content to engender engagement and affinity. But with such a huge volume of new content available every single day creating white noise, what next for the communications industry?

12:00am Why people share stories online - Stephen Follows (Catsnake Film)

Stephen is an award-winning writer and film producer, he specialises in using emotion-based stories to change perceptions. With the help of some video examples, Stephen will demonstrate the psychology behind storytelling and show why it's such an engaging way of getting your message across online. He will offer practical tips on how to best to get the story into your brand online.

1:30pm Using YouTube to underpin your PR

Innovation Case Study: Andrew Marcus, Deputy Head of Communications, Museum of London.

The Museum of London has ambitious targets to increase footfall and raise its profile over five years. Andrew will share how the comms team at this high profile visitor attraction are using YouTube as the key channel for their consumer and corporate PR campaigns. He will demonstrate the innovative techniques used and present the lessons learned.

2:15pm Anatomy of the modern communicator

Panel Discussion: Chair: Gabrielle Laine-Peters, Stuart Bruce, Nicola Dodd (Cancer Research), Vikki Morgan (TMW), Laura Bates (Heritage Lottery Fund)

As the communications industry evolves, so do the professional skills required in order to stay relevant. The integration of marketing functions means that roles within agencies and in-house positions are changing to encompass a far wider range of disciplines, technologies and knowledge than ever before. What do we need to learn to be successful in the future?

3:15pm What are the technologies of PR?

Panel Discussion: Neville Hobson (chair), Tom Foremski, Betony Kelly (BIS), Danny Whatmough (Ketchum), Juhani Levola (Deski).

Social and digital technology is playing an increasing role in the ability of brands to reach consumers. It is both an opportunity and a threat. The proliferation of mobile devices means that reaching people when and how they choose is becoming critical, while the advent of 4G, wearable technology and 3D printing will serve only to increase the pressure on the communications industry. So what's on the horizon?

4:00pm Jon Morter - Are you sitting comfortably?

Jon Morter is the man who got Rage Against the Machine to the Christmas number one in 2009. And he runs the hugely popular 'Condescending Corporate Brand' social media profiles. He can politely be described as a 'disrupter'. What can we learn from Jon's war stories? What mistakes should we try to avoid in our social media campaigns? Prepare to cringe at Jon's 'worst practice' examples.