(Banner graphic of PRSA 2018 Counselors to Higher Education (CHE) Senior Summit logo)

PRSA 2018 Counselors to Higher Education (CHE) Senior Summit

The Forum for Leaders in Higher Education Communications

April 11–13 | Nashville, Tenn.

The 2018 program has been finalized:

Wednesday, April 11

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

Off-site Tour*
Vanderbilt University Tour
Details TBD

*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
, director, media relations, Broward College – Public Affairs & Marketing

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:  CHEAG 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.

79 p.m.

Patrick Jackson Lecture and Dinner
“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

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:
TBD
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

3:45–4:45 p.m.

General Session VI: “Lightning Round: Five Minutes of Fame”
Anne Sroka, chief of staff, Becker College

5–6 p.m.

Sponsor Reception
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.

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. Groups will meet in and leave from the hotel lobby.

*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

10–11:30 a.m. 

General Session VIII: “Stop Looking Up”
Bill Faust, managing partner, 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