Plenary Session II
The Push-Pull of Communications and Marketing: Reduce Spending, Extend Reach
Veteran communicators and marketers are used to hearing deeply ambivalent messages from senior leadership. On the one hand: “We’ve got to tell our story better.” “This place is the best kept secret." But on the other: “What’s the ROI for public relations?” “We’ve got to figure out how to get smarter and leaner.” There are three keys to making our bosses happy, at least some of the time, by extending reach while holding the line on spending. This session will be devoted to doing more, better, with less than you might think is needed.
Ron Sauder, vice president for communications and marketing, Emory University
Michael Warden, vice president for communications and marketing, Georgia Institute of Technology