Wednesday, June 14th Agenda

Fisher Fine Arts Library, Kleinman Energy Forum, 4th Floor

All events take place here unless otherwise noted. The entrance is on the west side of the building, facing College Green. It is approximately a 7-minute walk from the Inn at Penn.

8:15 AM: Meet in Walnut Street Lobby, Inn at Penn, walk as a group to Fisher Fine Arts Library

9 AM: Introduction and Welcome

Moira Baylson, Associate Vice President for Communications
Dawn Bonnell, Senior Vice Provost for Research

9:15 – 10:15 AM: SESSION 1: What’s new worldwide? Global trends and innovations in research communications

Based on his analysis of university research communications in more than 50 universities, consultant Justin Shaw will share findings about team structure, roles, methods, campaigns, tracking, and measurements—and generally highlight novel practices from around the world.

Speaker: Justin Shaw, Chief Higher Education Consultant at Communications Management

10:15 AM: BREAK

10:30 – 11:30 AM: Speed Networking

11:45 AM – 12:30 PM: SESSION 2: Pulling back the curtain on the latest in science journalism

Science journalism has changed in recent years, but how? How do practitioners in three different roles—a new media editor, a freelancer for more traditional print media, and a digital communications specialist focused on audio—work with university communications offices on stories, and how can that partnership improve? What’s the pitch process like? And what role do researchers play in how they build their pieces?

Panelists: Ashley Smart, Undark; Melinda Wenner Moyer, freelancer (The New York Times, Scientific American); Alan Yu, WHYY/The Pulse
Moderator: Michele Berger, Director of News and Publications, School of Arts & Sciences, Penn

1:40 – 2:40 PM: SESSION 3: Elevating the humanities in a large research institution

Despite the large role humanities often play at research institutions, they aren’t always covered in the same manner/don’t always receive the same recognition as other types of research. How can communicators spark interest in humanities disciplines as varied as history, philosophy, languages, and English? A diverse panel, including a writer at a research university, a curator who offers hands-on humanities research experiences to the public, and a faculty member responsible for communicating about humanities research, discuss the challenges in this process.

Panelists: Dot Porter, Curator of Digital Research Services, University of Pennsylvania Libraries; Kimberly Williams, director of the Center for the Humanities at Temple, Temple University

Moderator: Karuna Meda, Science Writer, Thomas Jefferson University

2:40 PM: BREAK

2:50 – 3:50 PM: SESSION 4: Open communication about animal research

A panel of experts explores the importance of open communication around animal research, as well as the potential sensitivities. How should news teams communicate about studies that involve animals, both to internal and external audiences? How can this be done while safeguarding the safety of researchers who work with animals? And how and when should universities talk about the positive outcomes that can result from this work?

Panelists: F. Claire Hankenson, Associate Vice Provost for Research and Executive Director of University Laboratory Animal Resources, Penn; Jim Newman, Director of Strategic Communications, Americans for Medical Progress; Marc Schmidt, Professor of Biology, Penn
Moderator: Katherine Unger Baillie, Associate Director, Environmental Innovations Initiative, Penn

3:50 PM: BREAK

4 – 5 PM: Optional Book Club

Houston Hall lobby/patio, 3417 Spruce Street

A discussion of “How Far the Light Reaches” by Sabrina Imbler

Moderator: Noel Rubinton, Writer and Strategic Communications Consultant

5 – 7 PM: RECEPTION

Penn Museum, Sphinx Gallery, 3260 South Street

The Main Entrance is located across from Franklin Field on South Street. This entrance has a ramp near the corner of South and 33rd Streets that can be taken to the entrance doors and has a power-assisted door. It is approximately a 5-minute walk from the Fisher Fine Arts Library and a 10-minute walk from the Inn at Penn.

Thursday, June 15th Agenda

Levin Building, 425 S. University Avenue, Room 111

All events take place here unless otherwise noted. The main entrance is off University Ave., up a short ramp and in a small courtyard, directly across from Lynch Laboratories. It is approximately a 10-minute walk from the Inn at Penn.

8:30 AM: BREAKFAST

9 – 10 AM: SESSION 5: CAR T, mRNA, and telling the story of high-profile science

Innovations in CAR T and mRNA therapies have made global headlines in recent years. With high-stakes, high-profile innovations like these, there’s no shortage of news stories announcing their promise. How can communications teams tell the stories of groundbreaking innovations in a way that’s not inflated, but still celebratory? And how can they tell patient stories thoughtfully and in non-exploitative ways? A team from Penn talks through the process for a couple of recent breakthroughs.

Panelists: Holly Auer, Associate Vice President for Communications at Penn Medicine, University of Pennsylvania Health System; Emma Meagher, Senior Vice Dean for Clinical and Translational Research, Perelman School of Medicine, University of Pennsylvania; John Swartley, Associate Vice Provost for Research and Executive Director, Penn Center for Innovation 
Moderator: Michele Berger

10:00 AM: BREAK

10:15 – 11:15 AM: SESSION 6: How to succeed at social media when it’s just one part of your job

You’ve been hired to edit a magazine or write stories … and are also tasked with building a following on Facebook, understanding how to pitch to reporters on Twitter, and creating compelling reels on Instagram. How do you do all of that in a realistic way and get a handle on social media metrics? Panelists tell their stories and share tips.

Panelists: Alyssa LaFaro, Content Manager, University of North Carolina at Chapel Hill; Alex Schein, Director of Digital Communications, School of Arts & Sciences, Penn; Mollie Simon, Communications Coordinator, Kleinman Center for Energy Policy, Penn

Moderator: Heather Davis, Director, News Publications, Office of University Communications, Penn

11:30 AM – 12:30 PM: NUTS & BOLTS

• Community impact storytelling, Rachel Ewing, Penn Medicine
• Expanding video capabilities, David Barczak, University of Delaware
• What does editing mean to you?, Catherine Zandonella, Princeton University

12:30 – 1:30 PM: LUNCH

There will be an optional tour of the Biology Greenhouse, located inside the Lynch Building. Weather-permitting, attendees can enjoy lunch in the Levin lobby or in the verdant BioPond, situated just outside.

1:30 PM: BREAK

2:00 PM: Board bus to Pennovation Center

2:30 – 4 PM: Pennovation Center Tour

There will be a tour of some of the facilities, including a large-group presentation and demonstration from the Penn Vet Working Dog Center. We will break into smaller groups for a series of rotating tours of the Penn Dental Research Greenhouse,  GRASP robotics lab, and PCI Ventures.

4 – 5 PM: URMA Annual Film Festival

Host: Nathi Magubane, Science News Officer, Office of University Communications, Penn

5:15 PM: Board bus back to Inn at Penn

6 – 10 PM: Hospitality Suite, Suite 603, Inn at Penn

Friday, June 16th Agenda

 
Singh Center for Nanotechnology, Glandt Forum, 3205 Walnut St.
All events take place here unless otherwise noted. It is approximately a 10-minute walk from the Inn at Penn, straight down Walnut Street.

8:30 AM: BREAKFAST

9 – 10 AM: FIREHOSE SESSIONS

• Conducting a Magazine Reader Survey, Gail McCormick, Penn State University  
• Getting Your Hands Dirty, Alyssa LaFaro, University of North Carolina, Chapel Hill
• Finding the Right Home for Stories, Erica Brockmeier, University of Delaware
• Using Story Tools for Science Communication, Lewis Taylor, University of Oregon
• Training Scientists to Talk to the Media, Meredith Cole, University of Virginia
• Does your PR measure up?, Chelsea Julian, University of Oklahoma
• ‘Why’ Before ‘What’: Training Researchers to Communicate Strategically, Mindie Paget and Jennifer Humphrey, University of Kansas

10:00 AM: BREAK & GROUP PHOTO

10:30 – 11:30 AM: SESSION 7: What makes a productive freelancer-editor partnership?

When it comes to hiring a freelance writer, what works and what doesn’t? What do writers need from editors and vice versa? How do editors find writers, hire good ones, make the case to include room for freelancers in a budget, and navigate the university freelance approval process? Panelists offer both the freelancer and editor perspectives.

Panelists: Kim Mulford, Assistant Director, Media & Public Relations, Rowan University; Abbey Porter, freelance writer and editor and former editor, Fox Chase Cancer Center; Christina Hernandez Sherwood, freelance writer and editor

Moderator: Rachel Ewing, Senior Editorial Director, Penn Medicine, University of Pennsylvania Health System

11:30 AM: URMA Business Meeting, Boxed Lunches

12:00 PM: CONFERENCE ADJOURNS