8:00 - 10:30 Crisis Communications Boot Camp
Led by Autumn A. Arnett, Jarrett Carter, Sr., Erica Taylor Southerland (Howard University)
Participants will work in teams to prepare response plans to assigned crises. Teams will examine the varying types of likely crises at historically black colleges, and work through the steps of communication planning, hierarchy and expectations to prepare for a mock press conference. Feedback will be provided following each team’s press conference to better prepare institutions to respond when that worst day in office comes.
10:45 - 12:00 Press Release 101
Led by Yuri Milligan (Hampton University)
What are the new rules for press release writing in the 21st century? How do you pitch, use social & digital media, and build relationships with reporters to get the right stories out to the right audiences? What even warrants a release? We discuss the art of storytelling from a historically black public relations lens.
12:00 - 1:30 Luncheon: Presidential Roundtable
Featuring: Johnny Taylor, TMCF; Ron Mason, UDC; Tashni Ann Dubroy, Shaw University; Cheryl Davenport Dozier, Savannah State University; Wayne A. I. Frederick, Howard University
In a panel moderated by Thurgood Marshall Fund President and CEO Johnny Taylor, HBCU presidents across the country discuss anecdotes and advice on administrative best media relations practices.
2:00 - 3:15 Communications and the Executive Search
Led by Dr. Dianne B. Suber, President Emerita, Saint Augustine's University
How does media and media relations play into your next job? Join us for a candid discussion on the do’s and don’ts of executive social media, and traditional methods of outreach to improve your chances of being selected by firms and governing boards for appointment.
3:30 - 4:45 Alumni Communications
Led by Danielle Perry, Howard University Class of 2006
What kind of information empowers your alumni to give back, to become a part of your legislative strategy, and to serve as a brand ambassadors for the institution? How can the institution empower alumni to drive their online fundraising efforts? We discuss strategies for your social and traditional media and examine best practices.
5:00 - 6:15 Branding Your Institution
Led by Chris Tyborski and Scott Novak, TWG Plus
Consultants from TWG Plus will lead a brief branding workshop. During the session, participants will walk through the initial stages of preparing for a branding project and explore some important questions. What is branding vs. marketing? What elements on your campus help to shape both? Who is responsible for branding a college or university? From full institutional rebranding to revamping recruitment communications we will examine the possibilities for, and advantages of, cost-effective, long-term branding.
8:30 - 9:45 Using Social Media to Tell Your Story
Led by Stewart Cornelius, Twitter (Morehouse College), Ross Williams, Facebook (Morehouse)
Which social media vehicles are best for telling specific kinds of stories, building brands, and executing campaigns? Do you let students manage your social media, and how many people on campus have access to the accounts? Social media executives share insights and best practices on the world’s biggest journalism outlets and how black colleges can more effectively utilize them.
10:00 - 11:15 Student Journalists vs. University Communications
Led by Talia Buford, Center for Public Integrity (former editor, Hampton Script); Ayanna Hernandez (North Carolina Central University)
When students are using the power of the press to discuss administrative perspectives and action, crime, or campus discontent, what is the role and relationship of communications officials on campus to help, not hinder, the student press?
11:30 - 1:30 Luncheon: Reporter Roundtable
Featuring James MacGregor, Washington Business Journal (Moderator); Errin Haines-Whack, AP (Howard); Donovan Ramsey, Ebony/Buzzfeed (Morehouse); Raashida Ryan-Hayes, Diverse (NCA&T); Delece Smith-Barrow, U.S. News and World Report
2:00 - 4:00 Interactive Work Session: Building a Comprehensive Media Strategy
Led by: Darren Martin, Streamlined Communications (Morehouse); Keisha Boyd (Bethune-Cookman); Ashlei Stevens (UNCF)
We break down to do the work of the PR and Communications function and lay out strategies to build relationships, involve stakeholders and solve the riddle of how institutions share their stories and build their brands through media. Attendees will have the opportunity to work one on one with journalists, social media executives and other presenters to draft a working strategy they can take back to their campuses.
8:30 - 9:30 Your President is Not (Always) the Story
Featuring Michael Sorrell, Paul Quinn College
A moderated Q&A with Paul Quinn College President Michael Sorrell discusses strategies to increase media coverage while avoiding the pitfall of becoming the focal point of campus coverage and maintaining your standing as an expert, community leader and business executive.
9:45 - 10:45 Advocacy Communications
Led by Shadawn Reddick-Smith, Congressional HBCU Caucus;
Thomas Harnisch, American Association of State Colleges and Universities
Building relationships with state and national elected officials could mean the difference between getting campus initiatives funded or potentially devastating policies being reversed. In this session, professional advocates, government officials and campus leaders discuss ways HBCU leaders can better exercise their first amendment rights to petition the government and build those critical relationships with elected officials.
11:00 - 12:00 Leveraging Your Athletics Brand for Fundraising, Community Engagement
Led by William Broussard, Southern University
Whether you are winning or losing, do or don’t have football as a revenue-generating sport, or just want to leverage athletics as a form of civic pride, we discuss strategies to engage communities and stakeholders around the prospect of supporting student athletes and celebrating HBCU communities.
What are my transport/parking options getting to the event?
The address of the University of the District of Columbia (UDC) is as follows:
4200 Connecticut Ave, NW, Washington D.C. 20008.
Directions by Metro Rail
Take the Red Line to Van Ness-UDC station
Directions by Airport
There are three major airports to choose from within an hour drive.
Washington National Airport (DCA) (Metro Rail Access)
Ronald Reagan Washington National Airport, commonly known as National Airport, is located in Arlington County, Virginia and is the closest airport to downtown Washington, DC. National Airport is the most convenient of the area airports for visitors staying in the heart of the city and residents who live in the downtown area.
The airport is accessible by Metro. Use the Yellow or Blue Lines to take you directly to the Ronald Reagan Washington National Airport Metrorail station. Use the covered walkway to take you into the terminal.
During rush hour, congested traffic can make National Airport difficult to get to, especially from the suburbs of Maryland and Virginia. When traveling to the airport, be sure to allow plenty of time to arrive at the terminal.
Dulles International Airport (IAD)
Dulles International Airport is located 26 miles from Washington, DC in Chantilly, Virginia. The airport is about a 40 minute drive from downtown Washington, DC in non-rush hour traffic. The Dulles Airport Access Road makes the airport easy to get to once you get off of I-495.
Baltimore-Washington International Airport (BWI)
Baltimore/Washington International Thurgood Marshall Airport, commonly known as BWI Airport, is located south of Baltimore and is convenient to the Maryland suburbs via I-95 and I-295.
Southwest Airlines has its own terminal here and offers lots of flights at lower prices than some of its competitors.
Is there a host hotel?
There are several hotel options near the University of the District of Columbia, but we recommend the Omni Shoreham Hotel. It is less than two miles from the UDC campus, and accessible by bus and train line. Reservations can be made here.
When & Where
HBCU Media Institute Organizers
Jarrett Carter Sr. - firstname.lastname@example.org
Autumn Arnett - email@example.com