When a crisis hits a campus, there is so much to handle at any one time that it can be overwhelming—which is why planning is so vital. But what kind of plan should you build, who should be involved, and how do you make sure that your plan addresses all the critical questions that a crisis might raise?

In this hands-on preconference workshop, explore these and other critical matters. Talk through a variety of crisis scenarios—drawing on the experience of both faculty and attendees—and leave with a sound understanding of how to develop a crisis communications plan you can implement at your own institution.

View Preconference Workshop Program

NOON – 12:45 PM
Conference Check-In
Welcome to Philadelphia! Please stop by the registration desk beginning at 12:00 p.m. to check in and pick up your conference materials.

12:45 – 1:00 
Setting the Stage and Learning Expectations 
Join conference chair Stacey Schmeidel to meet the faculty and learn how to get the most out of your conference experience.

1:00 – 2:00 
Understanding—and Surviving—Today's Media Landscape
What’s the role of the media in today’s noisy world? Who are today’s media? Why do they matter? The landscape is shifting -- and it takes hard work to keep up. Explore business, political and generational challenges to the conventional wisdom around media relations, and begin to chart a course to navigating media relations in today's fractured media climate.

2:00 – 2:15
Snack Break

2:15 – 3:15
A Conversation with NPR's Elissa Nadworny 
Speaker: Elissa Nadworny; moderated by Stacey Schmeidel

Hear from Elissa Nadworny, a reporter who covers higher education and college access for NPR. She will share her thoughts on the importance of multiplatform storytelling, and advice for working with journalists in broadcast/podcast sphere. Bring your questions as plenty of time will be provided for Q&A.

3:15 – 3:30 
Break 

3:30 – 4:30 
Assessing and Shaping Resources to Get the Best Results 
Are you and your team clear about your strategic priorities? Is your team generating the results that make a difference? Are you simply pushing out news or becoming the leading voice in how your leadership envisions the future?  It’s a heady time for media professionals and we’re expected to do more than ever, rapidly and with impact. We’ll help you get ready for the next wave of leadership expectations.

4:30 – 5:30
Successfully Pitching the Slow, Steady Story
Media are generally attracted to the new and unique. But what if your story is more about slow, steady growth than discovery or disruption? The stories that are most deeply connected to our institutions often take a long time to fully develop, and involve complex moving parts. We’ll explore strategies for pitching these stories to media as they change and grow over time.

5:30 – 6:30
Networking Reception
Join conference faculty and your colleagues to network and unwind after the first day of the conference. Complimentary hors d'oeuvres and drink tickets will be provided. Don't forget your business cards!

6:30 
Conference Adjourns for the Day

7:30 – 8:30 AM
Continental Breakfast and Roundtable Conversations 

8:30 – 9:45
Higher Education Media Panel 
Panelists: Jamaal S. Abdul-Alim, The Conversation; Scott Jaschik, Inside Higher Ed; and Susan Snyder, Philadelphia Inquirer.

When it comes to coverage of higher education, what are the stories that catch the eye of reporters and editors who specialize in our world? How do we work together with them? What do we do when we disagree? You’ll see what our institutions look like from the lens of these well-respected reporters and editors and learn about trends they see for the future.

9:45 – 10:00
Refreshment Break

10:00 –11:00
Storytelling in the New Media Landscape: How to Pitch Stories to Media Outlets
If press releases are today's dinosaurs, then it's time we all evolve and become more effective at pitching stories. Learn how to draft a pitch and make a match with key reporters or producers. Discover what makes a story compelling. Understand how to make your story truly distinctive. (Bring a pitch to share with colleagues in small-group discussion.)

11:00 – 11:15
Break

11:15 AM – 12:15 PM
Transitions: Working with Leadership 
Your leader has just gotten a new job. That’s great for him, but what about you? This session will focus on what you should do in the hours, days and months after a major leadership change. We’ll discuss how to position yourself before, during and after the search and how to care for your team during the disruption that can come with a new VP or CEO.

12:15 – 1:30 
Lunch on Your Own

1:30 – 2:30 
Working with Faculty on Media Relations
The work of our faculty is at the core of our mission. This session will explore how to engage faculty—as well as other leading campus voices—as partners in media relations. These relationships are essential for inspiring media interest, developing audiences, and communicating our institution's best stories. Through a conversation between a media relations professional and university researcher, this session will offer tips and food for thought on collaborative media relations approaches.

2:30 – 2:45
Snack Break

2:45 – 3:45
Preparing for Crises 
Each of our campuses is essentially a small town – and, in some cases, the equivalent of a large city. Students, faculty, staff and outside influencers can present any number of issues, so it isn’t a matter of if, but when will a crisis come your way. We’ll explore how to best prepare yourself for the inevitable – and discuss ways to address issues before they arise. 

3:45 – 4:00 
Break

4:00  – 5:00 
Open Forum Conversations 

5:00 PM 
Conference Adjourns for the Day

7:45 – 8:45 AM
Continental Breakfast and Roundtable Conversations 

8:45 – 9:45
Media Panel: Crafting and Pitching a Stand-out Op-Ed
Panelists: Len Gutkin, The Chronicle Review; Jill Lawrence, USA Today; and Erica Palan, Philadelphia Inquirer. 

Have something to say? Faculty and administrators are increasingly aware that op-eds can have an immediate and powerful impact. Editors from three leading media outlets offer insight into what they're looking for, what to avoid, crafting a timely and compelling opinion piece, and finding the right channel for your message. You'll learn what works and what doesn't, and get tips on how to make your message stand out.

9:45 – 10:00
Refreshment Break

10:00 –11:00
How to Measure ROI and Communicate Success
We all know media relations work is important and worth the investment, but how do we communicate its value and successes? Learn about tools available – including free and low-cost options – to help track your media relations efforts, as well as what you should be measuring, why, and how to report it to decision makers and administrators (and maybe even get nice notes from your president!). 

11:00 AM – 12:00 PM
Sharing the Spotlight
Large school, small school, public or private...we all can learn from each other. With a maximum of five minutes, conference participants (selected in advance or during the conference) will share a media relations or communications case study with fellow attendees. This lightning round will feature successes, lessons learned, and advice and tips from your shop. Take the spotlight and share a best practice strategy or tactic from your institution.

12:00 – 12:15 
Concluding Takeaways and Final Questions

12:15
Conference Adjourns

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