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PRSA 2018 Counselors to Higher Education (CHE) Senior Summit

The Forum for Leaders in Higher Education Communications

April 11–13 | Nashville, Tenn.

Download Session Handouts

2018 Program

Wednesday, April 11

11 a.m.7:30 p.m.Registration
1–3:15 p.m.

Off-site Tour*
Vanderbilt University Tour
The campus tour of Vanderbilt will feature a mix of prominent historic parts of campus and innovative contemporary spaces.
This is an off-site walking tour and requires a moderate level of activity and exertion.

To register Click Here

*Please note: This off-site tour is concurrent with the two sessions that take place from 1–3:15 p.m.

12 p.m.

General Session I: “Like Squeezing Water From a Stone: Making the Most Out of Your Story”
Lesli C. Franco
, former director, media relations, Broward College – Public Affairs & Marketing
Jeanette De Diemar, Ph.D., vice president, university communications & marketing, University of Indianapolis

2:153:15 p.m.

General Session II: “How to Win Friends and Influence People (With Paid, Earned and Owned Media)”
Christine Dellert, assistant vice president, strategic communications and marketing, University of Central Florida
Patrick Burt, assistant vice president, marketing, University of Central Florida
Mike Kilbride, managing director, UCF Downtown, University of Central Florida

3:304:30 p.m.

General Session III:  CHE Advisory Group Open Forum

5:307 p.m.

Welcome Reception
Join newcomers, the Counselors to Higher Education Executive Committee and other conference attendees for networking over cocktails and appetizers as we kick off this year’s Senior Summit.

Sponsored by 160over90

79 p.m.

Patrick Jackson Dinner, Award and Conversation
“Proving the Value of Public Relations”

Dr. G.P. “Bud” Peterson, president, Georgia Institute of Technology

Sponsored by Merit

Thursday, April 12

7:30 a.m.5 p.m.Registration
8–8:30 a.m. Breakfast
8:45–10 a.m.

General Session IV: “From Social to Digital: Cultivating Collaborative Environments”
Stephanie N. Skordas, APR, senior associate director, communications, Wake Forest University School of Business
Lisa Snedeker, director, communications and public relations, Wake Forest University School of Law

Sponsored by Blue Moon Consulting

10:15–11:15 a.m.

Concurrent Breakout Sessions

Breakout Session I: “Gatekeeping in a World of No Gates”
Hope C. Buckner, assistant director of communications, Belmont University
Dr. Kevin S. Trowbridge, APR, assistant professor of public relations, Belmont University

Breakout Session II: “Create a Yearlong Anniversary Event Campaign to Wow Employees & the Public PR Focus”
Laura Coale, executive director, communications and public information, Aims Community College

11:30 a.m.–1 p.m.

Keynote Luncheon: 
Higher Education in the Crosshairs: Supporting Campus Communities in a Polarized Era
Jonathan Riskind, assistant vice president, American Council on Education
Jon Marcus, higher education editor, The Hechinger Report
Tania Tetlow, senior vice president & chief of staff to the president, Tulane University
Sean Rossall, CEO & managing partner, Dick Jones Communications

Sponsored by Dick Jones Communications

1:15–2:15 p.m.Concurrent Breakout Sessions

Breakout Session III:
Are You Listening?
Michelle M. Ouellette, APR
, assistant professor, SUNY Plattsburgh

Breakout Session IV:
Finding Balance: Raising Awareness While Addressing Political Landscapes
Steve Ertel,
vice chancellor, Vanderbilt University
Keli Jacobi,
director of strategic communications, University of Arkansas at Little Rock
Teresa Valerio Parrot, principal, TVP Communications
Moderator:  Daniel Kim
, vice president for communications, College of the Holy Cross
2:30–3:30 p.m.

General Session V
Bad News Travels Fast: Is Your Crisis Plan Up to the Challenge?

Chris Messina-Boyer, senior partner/executive vice president, Finn Partners
Dr. Karen Gross, higher education thought leader and former college president, Karen Gross Consulting

Sponsored by Expert File

3:45–4:45 p.m.

General Session VI: “Lightning Round: Five Minutes of Fame”
Anne Sroka, special assistant to the Chancellor at University of Massachusetts Dartmouth
Jeanette De Diemar, Ph.D., vice president, university communications & marketing, University of Indianapolis

5–6:30 p.m.

Networking/Sponsor Reception - George Jones Museum
Join us for hosted drinks and colleague networking before you head off to a dine-around or out to an evening free in Nashville, Tenn.
George Jones had more country songs on the Billboard chart and more top 40 songs than any country artist in history. His influence is heard everyday through the biggest country music artists. Experience his legacy and see George Jones memorabilia up close and personal in one of Nashville’s best museums. Watch performances, listen to some of his many hits and immerse yourself in George’s powerful story.

Sponsored by Simpson Scarborough

6:30 p.m.

Dinner Out*
Join a group of colleagues at one of the many terrific Nashville, Tenn. restaurants* or enjoy a free evening on your own. Sign up at the registration desk.

*Attendees are responsible for the cost of their own dinner.

Friday, April 13

7:30 a.m.–1 p.m.Registration
7:30–8:30 a.m.

Breakfast and Networking
Participate in small group discussions with Summit attendees and discuss the most pressing issues facing your work in higher education communications.

8:30–9:45 a.m.

General Session VII: “Thought Leadership: "What It Really Takes”
Christian T. Munson, associate vice president, Padilla
Tom Jollie, senior vice president, Padilla

Sponsored by Converge Consulting

10–11:30 a.m. 

General Session VIII: “Stop Looking Up”
Nathan Thornton, executive creative director, Ologie
Parker Oliver, executive director, marketing and communications, The University of the South

Noon–1:30 p.m.

Closing Luncheon: “When Good Tweets Go Bad: Social Media in The Crisis Age”
These days, social media can change from “fun” to “furious” at the drop of a hat. This presentation looks at case studies in higher ed social media crisis management, including digital crisis tips, to help schools be ready before that hat hits the floor.
Benson Hendrix, APR, digital media manager, New Mexico Institute of Mining and Technology

1:30 p.m.Summit Concludes