1. University Research
College Station, TX
May 26 - May 29, 2009
2. Presented to the HSC Communications Council
Thursday, June 11, 2009
HSC-Baylor College of Dentistry
Art Upton, Webmaster
Baylor College of Dentistry
4. Conference 2009
Choosing the cover story - Frank Stephenson, Florida State
Life after your magazine is killed - Conrad Storad, Arizona State
Setting up and running a research blog - Emily Carlson/NIH
Why it’s hard to get your institution’s name into print if the media write the
story - Deborah Illman, University of Washington
Editing health and medical stories - Barbara Gastel/Texas A&M
Writing for print and for the Web: old skills, new skills - Dale Rice, Texas A&M
Communicating research with social media - Max Malloy, Texas A&M AgriLife
Moving the story from idea to print - Jason Smith, et al., UNC
5. Conference 2009
Not Just Web, but “Web 2.0”
Web 2.0 fundamental shift on the Internet
Powerful effects on H.E. Communication, Alumni and
Web 2.0: major platform for ever-more complex services,
Web is no longer merely a means of presenting static pages.
PUBLISHING BECOMES TRUE COMMUNICATION.
6. Web 2.0 and Communication
Communication: No Longer One-Way Only
More Interactivity = Better User Experience
Web 2.0 More Effective as people USE it
Web 2.0 applications: designed, developed
and managed to exploit this strength.
7. “The Medium is the Message”
Marshall McLuhan, Understanding Media,1964
Key Question: How best integrate
Print/Web media -- TODAY
Communicators: Must understand both
To choose which Medium (Print or Web)
is appropriate for the Message
8. Print -vs- Web Communications
• A Network is a vehicle for machine
communication via wire/wireless
• A Web is a vehicle for human
communication via machine network
9. Print -vs- Web Communications
Print: Choose a press based upon needs of the publication;
Web: Choose Managed Hosting
of Infrastructure, Platform, Applications
based upon the needs of the Web’s user/audiences.
Without these choices, publishers (Print or Web) are restricted.
A University network is necessarily secured and restricted, being
multi-purpose and multi-user based.
External Web 2.0 publishing needs must be considered differently.
10. Managed Hosting
The “as a Service” Model
Infrastructure Platform Software
IaaS PaaS SaaS
• Hardware • L-inux • CMS
• Connectivity • A-pache • Blogs
• Bandwidth • M-ySQL • Social Network
• Security • P-latform • Other ...
11. Is it difﬁcult, or expensive?
From: University Web Developer’s Digest (cuwebd.ning.org)
“It isn't very difﬁcult to redirect a sub domain of your
university domain to an external hosting account supporting
(LAMP) where you can install (SaaS). It's totally transparent
for the end user and can provide you ﬂexibility for just (a
very small amount) per month for the hosting account.
12. Communicators & Web Publishers
always need this option.
13. The Conference Sessions
Life after your magazine is killed
• Conrad Storad, Arizona State University
• His answer: Go write children’s books!
• In spite of his cynicism, the ASU example of
integration is not bad. Too bad the pub got axed.
15. The Conference Sessions
Setting up and running a research blog
• Emily Carlson, NIH
Webmaster, NIGMS blog: “The Feedback Loop”
• Key points:
✓ A blog is NOT a “deliverable”
✓ Management is more like opening a store than delivering a
✓ How to manage posts & comments in a workﬂow -- Analog:
Letters to the Editor
✓ The Feedback Loop model: 5 authors/24 hour turnaround
time for responses
17. The Conference Sessions
Writing for print & Web: Old Skills, New Skills
• Dale Rice, TAMU
• Teaches Political Blogging
• Key points:
✓ Write for “scanning”
✓ Break text visually (paragraphs/headings, etc.)
✓ Creative use of “Flip Videos”
✓ Consider a link to an interview audio
✓ Use Links well -- make documents “meta-docs”
18. The Conference Sessions
Communication Research with Social Media
• Max Malloy, AgriLife Webmaster
• Max is a guy who really “works the Web”
• Key points:
✓ Facebook/Twitter, currently on top
✓ Others (e.g. MySpace) on the wane
✓ Need a strategy in order to insure currency of information
✓ Association) give important freedom toA&M Former Students
Relative independence of AgriLife (and
move with the technology
20. The Conference Sessions
Best Example: Not Part of the Conference!
• Symmetry Magazine (DOD - SLAC/Fermi)
• Magazine -- 6x/year
• Web -- Published in alternate months
‣ Features -- ﬁxed between issues;
‣ Includes downloadable for print;
‣ News block changes daily.
22. Some Numbers:
23. What to do:
1. Don’t Panic: Get the Facts about existing publications;
2. Do some homework: Ask readers and target audiences
about their preferences; CASE has survey materials
3. Learn more: Determine possible cost-saving options for
mission-critical print publications;
4. Explore: Different electronic options for other print
5. Decide & Share: Share it with stakeholders, target
audiences, and readers.
• State of the Media:
‣ Print: wane, due to costs;
‣ Web: rise, due to Big-Bang-for-Bucks.
‣ Best interests Integrate the two media for the
of the institution.
25. More on my blog
26. Slides can be found at