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2010 CHE Senior Summit Presentations

Counselors to Higher Education Summit:
Strategic Partnerships: Navigating the New Realities in Higher Education

April 28–30, 2010, Washington, D.C.

A special thanks to all our presenters, some of the presentation slides have been made available upon speaker’s approval.

Presentations from this Senior Summit are available to Counselors to Higher Education section members. Sign into MyPRSA to download these hand-outs and slides.

Pat Jackson Lecture: Proving the Value
(Presentation slides)
Mark Yudof, president, University of California System, named one of TIME magazine's "10 Best College Presidents"

Hear what university presidents expect from public relations, and how higher education communicators can best demonstrate value.

The Business Case for Public Relations
(Presentation slides)
Gary McCormick, CEO, PRSA; director, partnership development, HGTV, Scripps Network

Learn how to position current programs and professional development to advance the industry at-large.

Putting the Public Back in Public Relations
Deirdre Breakenridge, social media expert and co–author of "Putting the Public Back in Public Relations;" president and executive director of communications, Mango!

Find out the latest innovations for a winning social media campaign, and discover the necessary tactics to create an integrated program, from start to finish. **Complimentary copies of Breakenridge's book will be provided to all attendees of this keynote luncheon.

Communicating the Value of Higher Education: Tuition, Debt and the Payoff to a College Degree
(Presentation slides)
Dr. Sandy Baum, professor emerita of economics, Skidmore College and senior policy analyst, The College Board

Hear key insights to help you address the growing debate on whether too many people are going to college, as well as tuition’s relative value in the face of mounting debt.

Strategically Social: Social Media and Higher Education Communicators
(Recording and presentation slides)
Luanne Lawrence, vice president, Institutional Advancement, Oregon State University

Upgrade your social media strategy with insight on how to improve beyond “just messaging” to create a dynamic dialogue with key stakeholders.

Re–Branding a University Using In–House Resources
(Presentation slides)
Christine LaPaille, vice president, University Relations, George Mason University

Accomplish successful re-branding despite budgetary or staffing limitations by making the most of your internal resources.

Successful Partnerships Between Fundraising and Communications
Joel Seligman, assistant vice president, Strategic Communications, University of Chicago
David Unruh, senior vice president, Institutional Advancement, Temple University
Raymond Betzner, assistant vice president, University Communications, Temple University (Presentation slides)

Universities can communicate without fundraising, but they cannot do fundraising without strategic communications. Learn what makes successful partnerships between university development offices and university communications offices.

Emergency Communications in Action: The Tragic Valentine’s Day Shooting at NIU
(Recording and presentation slides)
Melanie Magara, assistant vice president, Public Affairs, Northern Illinois University

Orchestrate an effective crisis communications program through emergency alerts, news conferences, message development, media relations, event management and speechwriting. Learn how to communicate not just the facts, but preparedness, transparency, compassion and healing with this Silver Anvil Award-winning campaign.