October 7-10, 2012, in Milwaukee, Wisconsin

Session Details

Creating an Effective Higher Ed Newsroom

#WRK7 Workshops Track

102 D & E, Frontier Airlines Center


News content is one of the best opportunities we have to convey information about our institution. By effectively telling stories about the people, events and experiences that make our schools special places to live and learn, we can create powerful connections with our audience that drive action. But how do we do this, when the higher ed newsroom is often still churning out press releases and not exploring storytelling, new content types and the role of social media? In this informative, interactive and slightly off-kilter workshop, we’ll dive into the principles involved in shaping the modern, effective higher ed online newsroom, including: an overview of storytelling; editorial partnerships and workflow; real-time coverage; newswriting for the web; multimedia and interactive content creation; the role of social media in news; SEO; structured content; and cross-channel publishing. Then, we will put those principles to test in a real-time exercise. You may enter Clark Kent, but you will leave as a news content superhero.


Georgy Cohen
Principal, Crosstown Digital Communications

Georgy Cohen is principal at Crosstown Digital Communications, a firm committed to helping educational institutions more effectively tell their stories online. Previously, she was manager of web content and strategy at Tufts University, where she oversaw a range of content initiatives involving the university website, online news, social media and multimedia. Cohen is also co-founder of Meet Content, a blog and resource that aims to empower higher education to create and sustain web content that works. She is a frequent speaker, writer and consultant on topics relating to web content and digital communications, in higher education as well as other fields. Her background is in journalism, including a three-year stint working in the fast-paced online newsroom of The Boston Globe.