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About the Conference

Public relations and marketing professionals are confronting enormous challenges during these very difficult times.

Looking UP When Things are DOWN will offer attendees advice and information about how to effectively deal with both the challenges and opportunities presented by the current public higher education climate.

Your university colleagues on the planning committee have created a dynamic program while keeping in mind the need for a reasonable registration fee.

This conference is designed especially for senior public relations and marketing professionals at schools that are members of the American Association of State Colleges and Universities. In addition to professional development sessions, the conference offers an opportunity to network with your colleagues from similar schools around the country.

Program


MONDAY, MARCH 8
8:00 – 8:45 a.m.  

Registration
8:45 – 9:15 a.m. Welcome & Introductions
10:30 – 10:45 Break
10:45 – Noon

Travis Reindl Navigating New Terrain: Messaging for State Colleges and Universities in 2010

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Messages that resonate with target audiences must be sensitive to their issues, concerns, and perceptions. So what is currently on the minds of policymakers and the public when it comes to higher education? A veteran higher education analyst and communications consultant will share new research about shifting opinion trends and discuss what that means for shaping and delivering your institution’s message.

Presenter: Travis Reindl, State Policy and Campaigns Director at CommunicationWorks, L.L.C.

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Noon – 1:00 Networking Lunch
TUESDAY, MARCH 9
9:15 – 10:30

Diane Auer JonesSunshine in the Middle of a Rainstorm

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How do you deliver a positive message despite a down economy and bad news stories about grad and retention rates, cohort default rates, and questionable accountability practices. Auer Jones will also talk about institutional accountability from a policy maker’s perspective that helps universities determine how to deal with public calls for accountability.

Presenter: Diane Auer Jones, President, The Washington Campus.

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10:30 – 11:45

Diane Auer Jones Teaching Troubled Students: What Public Relations Professionals Should Know about Law and Policy Perspectives

General presentation outline
Chronicle of Higher Education essay

How are colleges and universities responding to troubled students after rampage shootings at Virginia Tech and Northern Illinois Universities? This session will provide updated information about rates of depression and suicide on campus; the legal protections given to students with mental disabilities; and the rapid implementation of campus threat assessment teams nationwide.

Presenter: Gary Pavela, Specialist, Higher Education Law & Policy.

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Noon – 1:00 Networking Lunch
2:30 – 2:45 Break
2:45 – 3:45

Valerie LopezTaking the Web 2.0 Plunge: Diving into Social Media

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Whether you’re a skeptic or a newcomer, this session will introduce you to the vast sea of social media. 

From YouTube and Facebook to Digg and Twitter, determine which social media sites best fit into—and help you streamline—your communications plan.  

This session will offer advice on how to effectively engage in social media and how to perfect social media campaigns with new strategies for more targeted, results-driven engagement.  In addition, you’ll learn tips to help you make sense of social media metrics.  Finally, this session will help you: determine where your campaign will be most successful in the media mix; find insight into current trends in traditional media; and explore ways to save time by reaching out across media platforms.

Presenter: Valerie Lopez, Director, Media Research, Cision US

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3:45 – 4:00 Conference Wrap-up

Registration Fees

    Registration fee for the conference is $460. Cost covers all conference activities including breakfast, two lunches and transportation to C-Span event.

Refund/Cancellation Policy

Cancellations received in writing by noon, March 1, 2009 will be fully refunded. After March 1 a $150 cancellation fee will be charged and deducted from all refunds. Cancellations received after March 5 forfeit the full registration fee.



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