How to Negotiate the Changing Media Landscape by nyut545e2


									                                            24th annual ConferenCe anD PreConferenCe

                    How to Negotiate the
                    Changing Media Landscape

             June 23–25, 2010 • TremonT Plaza HoTel • BalTimore, marylanD

Hosted by:
                           Dear Colleague:

                           As campus public relations and communications
                          professionals, you are well aware that the media landscape
                         is changing drastically – traditional and highly-regarded
                        publications are folding, well-respected journalists are moving
                     to new publications or losing their jobs altogether, and new
                   social media outlets are proliferating at break-neck speed. How do
               you navigate this new media landscape in order to obtain publicity for
        your campus? How do you keep track of the higher education journalists with
whom you have worked so hard to develop a relationship? How do you tap into the
blogosphere or use Twitter or Facebook to attract media coverage?

The 2010 College media Conference will help campus PR professionals negotiate this
new terrain and develop techniques that work, prepare news materials that produce
results, and make contacts with some of the nation’s top reporters, editors, freelance
writers, producers, bookers, educational correspondents, bloggers, and campus news

The College Media Conference will be held Thursday and Friday, June 24–25, 2010, in
Baltimore, Maryland. This year’s preconference workshop, “using Social media, Blogs,
and Webzines to Publicize your experts,” will be held on Wednesday, June 23. The
workshop will familiarize PR and communications directors with the latest social media
trends, including blogs, Twitter, Facebook, webzine opportunities, and more.

In addition to a wide variety of sessions featuring an impressive lineup of key
representatives from major media outlets as well as new media writers, bloggers, and
editors, the conference promises many opportunities to network with colleagues from
colleges and universities nationwide. You’ll also receive useful tools to help you keep in
touch with important national media contacts.

The conference, to be held again at the Tremont Plaza Hotel in Baltimore’s historic
Mount Vernon cultural district near the Inner Harbor, is cohosted by the Council of
Independent Colleges (CIC) and the American Association of State Colleges and
Universities (AASCU). CIC and AASCU are two leading higher education organizations
committed to serving the independent and public sectors of higher education,

Registration is available now by completing and sending in the form included in
this brochure. Online registration with credit card payment is also available at www.

We look forward to seeing you in June.


laura Wilcox, Conference Director and Vice President for Communications, CIC

Susan Chilcott, Conference Moderator and Vice President for Communications, AASCU
How to Negotiate the Changing
Media Landscape
About the Conference
This 24th annual conference promises to be a major event for campus public relations
and communications officers as well as key representatives of higher education media.
Reporters and editors will participate in panel discussions and explain how colleges
and universities can interact effectively with them as they report on higher education
issues. In addition, the conference features panel discussions by college and
university public relations professionals who will share best practices and approaches
to publicizing campus activities and pitching stories to the media. Networking with
colleagues in communications, marketing, and media and public relations from around
the country is one of the major benefits of the conference.


The Council of independent Colleges is an association of more than 600
independent liberal arts colleges and universities and higher education affiliates and
organizations that work together to strengthen college and university leadership,
sustain high-quality education, and enhance private higher education’s contributions
to society.

The american association of State Colleges and universities is the leadership
association of 430 public colleges and universities “Delivering America’s Promise”
through their common commitments to access, affordability, and educational
opportunity. Enrolling more than three million students, these institutions fulfill the
expectations of a public university by working for the public good through education,
stewardship, and engagement.

Who Should Attend
The conference is designed primarily for communications officers, public and media
relations directors, news bureau managers, writers, university relations vice presidents,
assistant deans for external relations, and other interested administrators from all
colleges and universities.

    What to Expect
    This conference will help
                                                       “I am amazed at the
    communications and public relations                quantity and quality
    professionals prepare news materials
    that produce results and also to make
                                                       of A-list media people
    contact with some of the nation’s                  who participated. I
    top reporters, editors, freelance
    writers, bloggers, producers, bookers,
                                                       came away with new
    educational correspondents, and                    perspectives of the
    campus news professionals. Participants
    learn first-hand from major news
                                                       process that I plan to
    organizations and their representatives            apply ASAP. ”
    how to accomplish the following:

        •	 Approach key reporters who cover higher education for national and regional
           newspapers, blogs, web publications, news services, and magazines;

        •	 Create and pitch story ideas to editors and freelancers;

        •	 Propose radio and television features;

        •	 Pitch article ideas via email, mail, fax, telephone, and distribution services; and

        •	 Make use of the various new media to make the case for their institutions.

    All speakers are confirmed, but the program may change without notice.

                                Frommer’s travel guidebook named Baltimore—a city
                                rich with culture, beauty, history, and fun—as one of the
                                top ten destinations for international travelers. It is also
                                quaint, quirky, and unlike any other city. Tremont Plaza
                                Hotel and Tremont Grand Conference Center are located
                                in the historic Mount Vernon cultural arts district that
                                features nearby shopping, entertainment, dining, and
                                cultural attractions. Originally built in 1866, the Tremont
                                Grand is within walking distance of Baltimore’s Inner
                                Harbor, Port Discovery Kids Museum, Reginald E. Lewis
                                Museum of Maryland African-American History, Walters
                                Art Gallery, National Aquarium, Little Italy restaurants,
                                Orioles Park at Camden Yards, and the Ravens Football
                                Stadium. View for more details.

2                   “How to negotiate the Changing media landscape”
Using Social Media, Blogs, and Webzines
to Publicize Your Experts

                  11:30 a.m.–5:30 p.m.           2:00–3:15 p.m.
                  Registration                   ConCurrenT SeSSionS

                                                 Effective Methods for
12:30–1:45 p.m.                                  Maximizing Social Media
Rewriting Principles of Working                  and Community Reporting
with the Media                                               Tim Massie joined Marist College
                                                             (NY) in 1994 and serves as chief
           Dan Gillmor is a former San Jose
                                                             public affairs officer. He is the
           Mercury journalist who is now
                                                             official campus spokesperson
           a book author and new media
                                                             and directs the college’s regional,
           advisor. He is director of the
                                                 national, and international media relations.
           Knight Center for Digital Media
                                                 He is a leading authority on using technology
Entrepreneurship at Arizona State University’s
                                                 in media relations.
Cronkite School of Journalism & Mass
Communication.                                              Kathrynne Skonicki is director of
                                                            media relations at Lewis University
          Jay Mathews is the veteran
                                                            (IL). Previously, she was a television
          education columnist who
                                                            producer and has won awards for
          writes “Class Struggle” for The
                                                            feature writing, photography, and
          Washington Post. His rating
                                                 in-depth analytic reporting.
          system for U.S. high schools,
“The Challenge Index,” appears annually in
Newsweek and the Post.
                                                 Applying Social Media Efforts to
          Jim Warren is president and            Your National Media Program
          publisher of The Chicago Reader
          and a print, online, and broadcast                Kristine Maloney is director of
          journalist. He writes a twice weekly              national communications and
          Chicago-focused column for The                    media relations at the College
New York Times.                                             of the Holy Cross (MA). She
                                                            has directed its national media
                                                 planning, overseen a website redesign, and
                                                 conceived strategic content messaging.
                                                           Annemarie Mountz is assistant
                                                           director of public information
                                                           for Penn State University, which
                                                           has 40 newswires and 600,000
                                                           subscribers. She previously
                                                 worked extensively in radio and newspapers.

    3:15–4:30 p.m.                                     4:45–6:00 p.m.
    Roundtable Discussions                             Serving Webzines and Blogs
    (includes beverage break)
                                                                 Chad Lorenz is home page editor
    Roundtable participants will discuss topics                  of Slate online magazine. Before
    of their choice and share insights and                       his appointment at Slate in 2007,
    information during this Wednesday afternoon                  he wrote for Washingtonian
    session, which includes two seatings and                     Magazine, Washington Post,
    a beverage break. All who register for             Milwaukee Journal-Sentinel, and Detroit
    the Preconference will receive an email in         News.
    advance to sign up for their preferred topic(s).
                                                                   Betsy Mason is science editor
    Participants will be assigned a table for the
                                                                   of, which is listed
    first seating and will be given an opportunity
                                                                   consistently among Technorati’s
    to stay or to switch to another table midway
                                                                   Top 100 most popular websites.
    through the session.
                                                                   Wired Science is one of the top
    Preliminary discussion titles (others will be      science news destinations on the web. Prior
    added) include:                                    to joining in 2009, Betsy worked
                                                       as the science reporter for the Contra Costa
        •	 Advancing the President                     Times in the San Francisco Bay Area.
        •	 Training College Faculty “Stars”                       Kenneth Terrell is managing
                                                                  editor for Nation & World at
        •	 Using Social Media for Publicity                       U.S. News & World Report and
                                                                  oversees content for the popular
        •	 Designing a Comprehensive                              guides, America’s Best Colleges
           Media Plan                                  and America’s Best Graduate Schools. He
                                                       also has appeared on C-SPAN and NPR.
        •	 Tracking Traditional and Social
           Media Placements
                                                       6:15 p.m.
        •	 Higher Ed Blogs, Bloggers, and
           Websites You Should Know
                                                       Cash bar.
        •	 Using Social Media to Communicate
           in a Crisis

        •	 Writing and Placing Op-Eds

4                          “How to negotiate the Changing media landscape”
ConferenCe • June 24–25, 2010
How to Negotiate the Changing
Media Landscape

               7:00 a.m.–5:00 p.m.               10:30 a.m.–noon
               Registration                      Communicating with National
7:30–8:30 a.m.                                              Steve Drummond is senior
                                                            national editor for National
Continental Breakfast                                       Public Radio News. He oversees
                                                            NPR’s network national news
                                                            coverage and a team of more
8:30–10:00 a.m.                                  than 80 reporters, producers, and editors in
Getting Coverage for Your                        Washington, DC, and 19 domestic bureaus.
                                                             Tamar Lewin is higher education
            Sarah Ray is director of public                  correspondent and a Pulitzer
            affairs at Middlebury College                    Prize winning journalist for The
            (VT), where she has worked since                 New York Times. Since joining the
            1997. She began her career in                    Times in 1982, she has reported
            advertising in New York City         on education, social policy, business and the
and has worked in corporate PR and book          law, aging, and family issues.
                                                            Christian Stone is assistant
            Tracy Syler-Jones is vice                       managing editor of Sports
            chancellor for marketing and                    Illustrated. He founded Sports
            communication at Texas Christian                Illustrated on Campus. First
            University. She is responsible                  published in 1954, more than 3
            for overseeing development           million people subscribe to Sports Illustrated.
of integrated strategic marketing and
communication plans that include the latest in
new media and social networking.                 noon
10:00–10:30 a.m.
Beverage Break                                   1:30–2:00 p.m.
                                                 Public Policy and the Year Ahead
                                                             Timothy McDonough, assistant
                                                             vice president for public affairs
                                                             for the American Council
    “Getting to meet and                                     on Education, manages a
                                                             communications program to
    discuss ways to grab                         enhance public understanding of higher
    national education                           education issues and has extensive experience
                                                 with policy debates in Washington.
    reporters’ attention
    was great.”

                                                      3:45–5:00 p.m.
                                                      Reaching the Television
                                                                 Maria Ebrahimji, director and
                                                                 executive editorial producer for
                                                                 Network Booking, has been at
                                                                 CNN for 11 years. She leads a
                                                                 team of editorial producers in
                                                      guest coverage, newsgathering, and story
                                                      planning for CNN in Atlanta.
                                                                Robin Gradison is a producer for
                                                                ABC’s “World News with Diane
                                                                Sawyer.” She has also worked as
                                                                a producer of “Nightline,” “Good
                                                                Morning America,” and NPR’s
                                                      “Morning Edition.”
                                                                 Cat McGrath is a producer for
                                                                 John Merrow’s company, Learning
                                                                 Matters, which has been reporting
                                                                 on education for “PBS NewsHour”
                                                                 for more than 14 years. Learning
    2:00–3:15 p.m.
                                                      Matters regularly produces segments on
    Working with Local Media                          higher education as well as K–12 education.
                 David Collins is an award-
                 winning, home-grown reporter
                 for Baltimore’s WBAL television      5:00 p.m.
                 station. He graduated from           Reception
                 Towson University (MD) with a
    political science degree and has also worked
    as a radio anchor, reporter, and assistant news
                                                                       7:00 a.m.
              Jennifer Connic is editor of                             Registration
              Millburn-Short Hills Patch, one
              of the first and most successful
              “hyper-local” web publications.
                                                      7:30–8:30 a.m.
              Her Patch, located in the northern
    New Jersey suburbs, is one of 30 community-       Continental Breakfast
    based, AOL-owned web publications.
              Dave Marcus is author of two            8:30–9:15 a.m.
              books, co-winner of a Pulitzer          PIOnet Review: What’s on the
              Prize, and the higher education
              reporter for Newsday. He has also
                                                      Minds of Campus Media
              written for U.S. News & World           Officers?
    Report, Boston Globe, and Dallas Morning          The Internet listserv, PIOnet, is a forum for
    News.                                             the discussion of professional issues related
                                                      to media relations programs for public
                                                      information officers (PIO) at higher education
    3:15–3:45 p.m.                                    and research institutions around the globe.
    Beverage Break                                    Two experienced PIOnet communicators
                                                      will encourage questions and answers from

6                         “How to negotiate the Changing media landscape”
the audience on issues raised in online            Meet The Chronicle of Higher
discussions over the past year.                    Education
            Brian Eckert, director of media                     Jeff Selingo has been editor of
            and public relations at the                         The Chronicle of Higher Education
            University of Richmond, has                         since 2007 and has served on
            spent 17 years in campus public                     the editorial staff since 1997. He
            relations. Previously, he worked for                directs more than 70 editors and
14 years as a newspaper reporter, magazine         reporters who write about higher education
editor, and radio-TV anchor.                       and academe. He and selected reporters/
            Megan Galbraith, director              editors will exchange ideas with members of
            of communications for the              the audience.
            State University of New York’s
            64-campus system, has held
            positions in sports information,       11:30 a.m.–12:45 p.m.
media relations, and communications at             Attracting Today’s Media
Rensselaer Polytechnic Institute, Lehigh
University, Cornell University, Siena College,                 Christine Garton is curator of
and Sage Colleges.                                             USA Today’s new philanthropy
                                                               community, “Kindness: New
                                                               Ways We Give and Volunteer.”
                                                               Through “Kindness,” she shares
9:30–11:15 a.m.
                                                   inspirational stories and articles about those
meeT THe HigHer eDuCaTion PreSS
                                                   who are doing noteworthy things every day
ConCurrenT SeSSionS
                                                   across the country.
(Each session is offered twice with a beverage
break at 10:15–10:30 a.m.)                                    Bret Stephens writes a weekly
                                                              foreign affairs column, “Global
These concurrent sessions offer participants
                                                              Affairs,” for The Wall Street
opportunities to engage in discussion of
                                                              Journal. He is also a regular
higher education issues and to become
                                                              panelist on “Journal Editorial
more familiar with the nation’s premier
                                                   Report,” a weekly political affairs talk show on
higher education trade publications and the
                                                   Fox News Channel.
journalists that cover college and university
campuses.                                                       Federico Quadrani is NBC’s
                                                                “Today Show” supervising
Meet Inside Higher Ed                                           producer. “Today Show,” the first
           Scott Jaschik, editor, is one of the                 morning news and entertainment
           founders of Inside Higher Ed, an                     TV program in the world, began in
           online daily attracting more than       1952. It has been the highest-rated show of
           two million monthly page views.         its kind since 1995.
           He leads editorial operations
that oversee news content, opinion pieces,
resources, and interactive features. He and        1:00 p.m.
selected reporters/editors will exchange ideas     Adjourn
with members of the audience.

     “Wonderful networking! Really good sessions
     that included top media professionals. Good tips.”

    Conference Registration Information
    To register now, use the registration form in this brochure. Make checks payable to “Council
    of Independent Colleges” or provide credit card information. Mail form and check or credit
    card information to:

            College media Conference
            Council of Independent Colleges
            One Dupont Circle, NW, Suite 320
            Washington, DC 20036-1142

    Or fax the form and credit card information to (202) 466-7238.

    You may also register and pay with a credit card online at

    Email confirmation will be sent to you upon receipt of payment. If you have questions
    regarding registration, please contact Veronica Relph, CIC Conference Coordinator, by phone
    at (202) 466-7230 or by email at

    Hotel Information
                                The Tremont Plaza Hotel, located at 222 Saint Paul Street,
                                Baltimore, MD 21202, is approximately a ten-mile, 25-minute cab
                                ride from Baltimore-Washington International Airport. It is five
                                minutes by cab from Penn Station, the Amtrak train station. All
                                rooms are suites featuring one or two large beds, full bathroom,
    kitchenette, and seating area with high speed Internet access in all rooms. Suites are $149
    per night (single/double), plus 12.5 percent tax until may 25, 2010. These group rates
    also are available for the two nights prior to and following the conference, based on hotel
    availability. Reservations received after May 25 will be accepted on a space available basis
    and are subject to available rates. Please note that check-in time is 4:00 p.m. and check-out
    time is noon.

    Participants should make their own hotel reservations. Mention the College media
    Conference or Council of Independent Colleges to receive the group rate. Contact the
    Tremont Plaza Hotel at (410) 727-2222 or (800) 873-6668 Monday through Friday, 8:00 a.m.
    to 5:00 p.m. (EST).

    Cancellation Policy
    Full refunds, minus a $75 processing fee, will be given for cancellations received on or before
    May 14, 2010. Cancellations received after May 14 are ineligible for a refund. Please send
    cancellation requests, in writing, to Veronica Relph, CIC Conference Coordinator, by fax to
    (202) 466-7238 or by email to Registrations are transferable within an

8                       “How to negotiate the Changing media landscape”

Institution: _____________________________________________________

Address: _______________________________________________________

City: ____________________________ State: _____ Zip Code: ___________

1. Name: _________________________________________________________________________________
           (Please print name as it should appear on name badge.)
   Title: ___________________________________________________________________________________
   Telephone: ____________________________________ Fax: ___________________________________
   Email address: ___________________________________________________________________

2. Name: _________________________________________________________________________________
           (Please print name as it should appear on name badge.)
   Title: ___________________________________________________________________________________
   Telephone: ____________________________________ Fax: ___________________________________
   Email address: __________________________________________________________________________

mark below:
A group of two or more people from the same institution receive a discount of $50 per person.
 Save $100 by registering me for both the conference and pre-conference.
            Individual fee: $685         Group fee: $635 per person
 Please register me for the conference only: “How to Negotiate the Changing Media Landscape.”
             Individual fee: $555          Group fee: $505 per person
 Please register me for the preconference only: “Using Social Media to Publicize Your Experts.”
             Individual fee: $230        Group fee $180 per person

Please indicate method of payment:
 Check or money order in the amount of $________ payable to Council of Independent
  Colleges. Please mail payment with this form.
 Pay by credit card in the amount of $________. Please mail or fax this form.

         You may register by credit card online at
          after January 30, 2010. Please charge my card the total fee shown above.
                         American Express              MasterCard     Visa
        Name on Card: _______________________________________________________
        Account Number: _____________________________________________________
        Expiration Date: ______________ Signature: ______________________________

      If you have questions regarding registration, please contact Veronica Relph, CIC Conference
              Coordinator, by phone at (202) 466-7230 or by email at
One Dupont Circle, NW, Suite 320  Washington, DC 20036-1142
Phone: (202) 466-7230  Fax: (202) 466-7238 
           Cert no. XXX-XXX-000

To top