Virtual Education Communicators Boot Camp

18-19 June (10am-3pm EDT)

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About the Event

Welcome to the first edition of the Virtual Education Communicators Boot Camp

With cutting edge presentations by PR and communications professionals from Harvard Law School, Columbia Business School, Stanford University and Johns Hopkins Medicine, the Education Communicators Boot Camp is a must attend ever for all PR and communications professionals working in higher education. 

Benefits of attending:

  • Master the latest trends in digital communications and marketing.
  • Adapt your content strategy to effectively leverage stories, live video and ephemeral content.
  • Create an integrated communications strategy to amplify research, connect faculty and elevate faculty profile with the public and the media.
  • Use data to increase the number of inquiries to your programs.
  • Build a strong international brand.
  • Develop a plan for communicating about a campus crisis in an age where everyone is a reporter.
  • See how Jackson State University in Mississippi managed the crisis around the campus shooting on December 5th 2019.
  • Find out how Emory communicators grappled with the Ebola crisis in 2014.
  • Ensure you respond with the required speed in an emergency and explore how to gain control of your narrative in a crisis. 
  • Benchmark your organisation against the successes and failures of others.

Speakers

Molly Gluck Boston University

Donald Steel Former Chief Communications Advisor, BBC

Alsy Acevedo Johns Hopkins Medicine

Donna (Yanish) Lovell Stanford University

Timothy Bohling University of Notre Dame

Maxine Greenleaf Jackson State University

Rachel Colleen Smith Columbia Business School

Hilary Katulak Boston University

Keith McCluskey Harvard Law School

Agenda

10.00

Agile for Higher Education: Processes and Tools for Digital and Marketing Strategy
Keith will discuss how to apply Agile to higher education, in both the digital and marketing spaces, by aligning teams and tools to drive more efficient results in resource-constrained environments. He's successfully overseen a digital transformation at Harvard Law School, moving the entire school to a modern web platform and strategy, and  the marketing of the Bicentennial of the school, where two years worth of planning culminated in a year-long series of celebrations.


Keith McCluskey, Senior Director of Online Strategy, Office of Communications, HARVARD LAW SCHOOL

10.30 

How Your Institution Can Adapt Its Content Strategy to Effectively Leverage Stories, Live Video & Ephemeral Content
- Stories vs. Feed: How to use 15-second snippets to reach institutional goals
- How to seek out student/alumni stories on social media for future social media and digital marketing content
- How do you translate long-form written content on Instagram or Snapchat?
- What makes content worthy of a Story?
- What gets people to click back to view the content a second time?
- What tone of voice should you use for with Stories?
Rachel Colleen Smith, Associate Director, Social Media, COLUMBIA BUSINESS SCHOOL

11.00

Interactive Discussion with Speakers and Delegates

11.15

Short Break

11.30 

An Integrated Approach to Amplifying Research and Faculty Expertise
Boston University’s Public Relations | Social Media team will give a crash course on how to effectively use social media and content platforms together with traditional public relations strategies to amplify research, connect faculty with broad and highly targeted audiences, and elevate faculty profiles among the general public and the media.


Molly Gluck, Public Relations and Digital Communications Associate, BOSTON UNIVERSITY
Hilary Katulak , Associate Director, Public Relations, BOSTON UNIVERSITY

12.00 

How to Use Data to Increase the Number of Inquiries to Your Programs


With one change to our digital strategy, we increased the number of inquiries to our programs by more than 400 percent. How? By deploying a real-time dashboard with the ability to understand and optimize engagement across all platforms, including social and websites, and across all 12 of our graduate programs.
Timothy Bohling, Chief Marketing and Graduate Enrollment Officer, and Teaching Professor of Marketing, UNIVERSITY OF NOTRE DAME

12.30

Interactive Discussion with Speakers and Delegates

12.45

Lunch Break

13.15 

Beyond Local and National: Effective Strategies to Garner International Media Coverage 
As communicators, the world is at our fingertips. But how do you join the global news cycle and stand out? This session will discuss the international media strategies that have allowed Johns Hopkins University School of Medicine to triple their media placements in the Middle East and China, year over year, since 2016.     
Alsy Acevedo, Senior Media Specialist, JOHNS HOPKINS MEDICINE

13.45 

Before the Crisis Occurs: Preparing an Integrated Institutional Emergency Communication Plan
In the event of a mass casualty event on campus, who creates the institution's messaging about the event and how is it disseminated to the institution’s various audiences? Developing a plan for communicating about a campus crisis in an age where everyone is a reporter with a video camera. 
Donna Lovell, Assistant Vice President, News and Content Production, STANFORD UNIVERSITY

`14.15 

Executing a Crisis Communications Plan: a Case Study About the Jackson State University shooting
On December 5th, 2019 Jackson State University went on lockdown after an active shooter was reported on campus.In this presentation, Maxine will share with you how Jackson State University in Mississippi executed a thoughtful, practiced, crisis communications plan to share critical information with the public in a measured and orderly way during the University shooting.
Maxine Greenleaf, Executive Director of Communications and Marketing, JACKSON STATE UNIVERSITY

14.45

Interactive Discussion with Speakers and Delegates

15.00 

End of Day One

 
 
10.00-15.00

Full Day Crisis Simulation Workshop with Donald Steel
In this full day, comprehensive and hands-on executive program, you will gain a complete understanding on how organizations should prepare for and take effective actions at the outbreak of damaging fake news, negative PR and crises. You will leave with a better understanding of strategic crisis management and communication protocols to contain and counter crises and how to protect brand reputation. 
Led by Donald Steel, a renowned speaker in reputation and crisis management, this program aims to explore how early planning and preparation, together with a strong understanding of the principles of crisis communication, will insure the organization against reputational shocks or damage. Using case studies from leading organisations and a series of practical simulation exercises, participants will discover effective strategies to handle a high-pressure reputational crisis and establish crisis leadership to not only protect brand trust but also emerge from the crisis with trust enhanced
This program also explores how communication professionals should operate in the midst of such fast moving situations. From the principles of establishing what has happened, communicating timely and devising crisis leadership and strategies to managing the traditional and social media, the program will challenge you to return with renewed fervour about the importance and financial value of crisis planning and rehearsal. You will also gain vital crisis communications skills to manage and defend trust in your brand when it is at its most vulnerable



Benefits of Attending:


- Develop an effective crisis management action plan
- Ensure you respond with the required speed in an emergency
- Establish crisis leadership to defend your reputation during a time of public sensitivity
- Explore how to gain control of your narrative in a crisis
- Develop core messages for crisis communications
- Craft appropriate media relations strategies in an aggressive environment
- Understand how to leverage social media for effective crisis management and damage control
- Use your skills to effectively manage an emergency press conference under pressure
- Learn how to prepare for crises and emergencies in advance 


 

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