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Educational Schedule

Educational Schedule

The 2013 CMC Committee will provide updates on speakers and session descriptions when confirmed.


TIME Communication Editorial & Design Advertising & Business Digital Media General Interest

8:30 am - 4:00 pm
Master Camp
Strategic Communication Planning: A Complete Guide

Presenters: Dominic Perri, USCCB consultant, Helen Osman & Paul Henderson, USCCB

Description: First offered at CMC 2012, this workshop is designed to help communications offices shift from a reactive, maintenance mode to a pro-active, future-looking outlook.  We will provide an overview of a simple strategic planning model that communications offices can use, drawing upon learnings from a USCCB/CPA/Academy national pilot in communications planning.  Bring your planning questions and come prepared for an interactive session!
Master Camp
Telling the Story Through Video

Presenter: Seth DeMoor,

Description: Learn how to use whatever resources your office has (video camera, smartphone, etc.) to present your story in a powerful way on video for your audience. Our presenter has become a master at taking powerful stories from interview to site upload in just a few hours. He will work with attendees to create a short, finished video that can be used on your web site and could be featured on


Participants should bring:

- Any Smartphone: Android, iphone, Windows phone, new Blackberries (so long as they have 4G connectivity) 

- Tripod of your choice

- Smartphone to Tripod Stabilisation Adapter, see example here

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- Audio tools, Rode Lavalier Mic

Master Camp
Organizational Health and Untapped Advantage

Speaker: Chris Jenson, The Table Group (Patrick Lencioni's company)

Description: With smaller staffs and tighter budgets, managers are always looking for ways to be better stewards of their limited resources. Learn four disciplines that will surely strengthen the health of your organization!
Master Camp
The Digital Church: A One-Day Guide to New Media in the New Evangelization

Presenter: Matt Warner and Josh Simmons,

Description: Last year’s wildly popular social media camp returns with some updates on the latest social media resources at our disposal. Learn the do’s and don’ts of taking your work onto a social media platform. This camp filled quickly last year, so don’t miss out on this one!

Topics: How to Create a Website that will Transform Your Ministry
Your website is the first -- and possibly only -- impression that people have of your parish, school, diocese, or ministry.  What impression do visitors get when they visit your website?  This talk covers the do's and don'ts of creating a dynamic website and includes the 3 keys to unlocking a website that will help transform your communication -- and ultimately your ministry.

Turning Your Web Presence into a Social Network
How to begin building your online community, engaging that community and making social media work for you. We'll also cover specific tips, tools and techniques to help you get started right away, including the use of email, Facebook, Twitter, blogging, video and more.

Top 5 new media tools, why they are important and how to use them effectively
Special Event: How to Defend the Faith Without Raising Your Voice

Presenter: Catholic Voices USA

Description: Learn from the experts how to put the Church's case in the public square from a perspective of "affirmative orthodoxy.” Learn messaging and bridging skills that make the Catholic case in interviews, debates, discussions with friends, etc., in a clear, reasonable and compelling way. It’s a new apologetics for the new evangelization.

5:00 pm - 6:00 pm
Mass: Archbishop Aquila

7:00 pm - 9:30 pm
CMC Welcome Reception & Screening of Father Barron's documentary
Introduction: Archbishop Aquila / Opening Remarks: Father Barron


TIME Communication Editorial & Design Advertising & Business Digital Media General Interest

9:30 am - 10:45 am

Catholic Voices: How to Defend the Faith Without Raising Your Voice

Speaker: Kathryn Lopez, CV Director

Description: Unlike the more personal intensive trainings on Wednesday, this is a more general intro to the important work of Catholic Voices.  Learn messaging and bridging techniques in order to more effectively communicate the faith among your peers and in the public square.
Say What?!!? Translating Churchspeak for Your Audience

Speakers: Barb Fraze, international editor, CNS and Francis X. Rocca, Rome bureau chief, CNS

Description: Did you always think a primate was a monkey? Should "hermeneutics” ever be used in a news story? Strategize about ways to help your audience understand churchspeak; gain tips, including why you must understand the nuances of such phrases to translate them. Bring your best examples; prizes will be awarded!
Are You Missing Key Demographics in Your Marketing or Outreach Efforts?

Speaker: Abraham Morales, Hispanic Insights Communications Consultant for SE2.

Description:  The demographics of the Church are changing.  How are you adapting to this new reality?  Are your efforts and strategies inclusive and thoughtful?  A common mistake marketers and communicators make is the afterthought effect.  they plan for the general audience/target, following steps one to 10.  After step 10 some might think about doing "something" with ethnic or minority communities.  Sometimes, that something is finding a translator.  Is that enough?  What else could be done?  What's your approach to marketing and outreach efforts?  You could save time and resources with a good strategy on the front end, rather than reacting.  This presentation will focus on the experience with the Latino community in Colorado, but tips and resources learned on it could be also applied to other cultures and languages.

Do we Need an Imprimatur or an Impriblogger? : Social Media Ethics

Speaker: Dr. Taylor Marshall ("Canterbury Tales" at

Description: How can Catholics respond to the New Evangelization via Social Media from the heart of the Church? Discover the principles and responsibilities of being a faithful online child of the Catholic Church. Join us as Dr. Marshalls explains what St Thomas Aquinas would teach about the ethics of Social Media?  

Religious Liberty

Speaker(s): L. Martin Nussbuam, Rothgerber, Lyons and Johnson, consultant to US Bishop's Ad Hoc Committee on Religious Liberty; Bishop Thomas J. Paprocki, Diocese of Springfield, Ill.; Jennifer Kraska, executive director of Colorado Catholic Conference;

Moderator: Erik Hall, Rothgerber, Lyons & Johnson. Erik is well-versed in the religious freedom issue and moderated the Colorado Springs Diocese’s Fortnight for Freedom panel last year.

Description: This urgent, timely panel with some of the nation's top religious liberty defenders will discuss the current religious liberty challenges for the Church, as well as provide some history on the issue. A Q&A with attendees will conclude the event.

11:00 am - 12:00 pm
One Church, Many Communities: How to Message for a Diverse Audience

Speaker(s): Annette Taylor-Gonzales and David Hain

Description: "And they were all filled with the Holy spirit and began to speak in different tongues, as the Spirit enabled thme to proclaim.  Now there were devout Jews from every nation under heaven staying in Jerusalem.  at this sound, they gathered in a large crowd, but they were confused because each one heard them speaking in his own language."  (Acts 2: 4-6)

This event will mark the birth of the Catholic Church, the birth of its Catholic identity.  It is the diverse context of the Church's birth which reveals not only her Catholic nature and universal mission, but reminds us that the gift of the Gospel message always comes wrapped in a particular culture and linquistic package.  There is no other way, because faith builds on nature.

Something similar is happening in the Church in the United States today.  The cultural and linguistic diversity that were accustomed to seeing in some churches only and in large metropolitan areas in now permeating every ministry, parish, and movement.  So what happens now when, as in Pentecost, the whole world shows up on the doorstep and wants to come in? 

Luis Soto will help us understand Latino presence and United States and will provide ideas on how to build Unit in the middle of diversity.


Telling a Strory Through Images

Speaker: Dan Petty and Jeffrey Bruno

Description: The Church is the most visually beautiful faith in the world, and telling the stories of the Church through imagery is one of the great opportunities for Catholic media to reach a broader audience.  this talk, give from the point of view of two accomplished photographers, will give editors and journalists working on shoe-string budgets to capture the beauty of the church, and the stories they want to tell through pictures.  Daniel Petty, a multimedia journalist, photographer and social media editor at the Denver Post, and Jeffrey Bruno, a NYC-based photographer who has covered major Church events including World Youth Day in Madrid, the beatification of Blessed John Paul II in the Vatican, and Pope Benedict XVI's journey to Mexico.
Best Practices for Terrific Ad Departments

Speaker: Tari Calouette, OSV


The most successful in any profession utilize core best practices to catapult their organization to the next level. But what are those best practices in our world? Learn to drive success in advertising sales when you learn the– why– as well as the –how use best practices to sell into our unique print niche and online offerings.


The Vatican and New Media

Speaker: Msgr. Paul Tighe, Secretary of the Pontifical Council for Social Communications


Many Catholic communicators approach new media as old-fashioned mountain climbers would have attacked Mount Everest. Msgr. Paul Tighe of the Pontifical Council for Social Communication believes instead we need to pack light, "Alpine-style,” when we work on the "Digital Continent.” He will offer reflections from his vantage point of how the Church is using new media and some ways in which we should be adjusting our strategies and approaches, along with examples of how the Vatican is evolving in its relationship with the new platforms.


Breakout: Religious Liberty 101


Speak: L. Martin Nussbaum


Description: With increased strife burdening the religious freedom of people of faith, the Church, and various Catholic ministries, it is more important than ever for journalists to understand the legal landscape of religious freedom.  This session, taugh by an experienced First Amendment advocate, will provide legal background helpful for reporting on a variety of issues.  When is stat action a "free exercise" problem?  When is it an "establishment" problem?  When is the religious liberty interest protected by statutes like RFRA, RLUIPA, clergy communications privilege, religious employer exemptions, and similar concepts?  When do protections for "speech" serve the liberty interests of religious persons and institutions?  Where are the likely assaults on religious liberty in the years ahead?  This one-hour session will provide a whirlwind introduction along with helpful handout.

12:15 pm - 1:30 pm
Luncheon: Bishop John England & Clarion Award Presentations

1:45 pm - 3:00 pm
Crisis Management: Handling Natural Disasters

 Speaker(s): Sean Dolan, Communications Director Rockville Center  Mark Rohlena, Catholic Charities Col Springs, Sarah McDonald, New Orleans

Description: How to address natural disaster crisis situations.
Are you Missing Great Stories in Your Community?

Speaker: Tom Hallman, reporter for The Oregonian

Description: Pultizer prize-winner Tom Hallman has built his career on finding compelling stories that others overlook because they are about ordinary people in the community, whether it be a family adopting a special-needs child or a school principal retiring after many years.  In this session, Tom will talk about how he unearthed the ideas behind some of his award-winning stories, and participants will come away with some strategies for finding the golden opportunities that might lie in their own backyards.

Trends in Online Advertising

Speaker: Jim Cosgrove, National Catholic Register

Description: Technology and consumer mobility continue to set the direction for digital advertising, but where is it all headed?  Take a tour of our digital advertising past and present, plus a look at what's to come.
New Media Strategy Part 1: What to Do When You Don't Know What to Do

Speaker: Greg Willits

Description: "Guerilla New Media" is a term Greg Willits uses for the idea that sometimes, when it comes to New Media, you don't always have to have a comprehensive policy or strategy in place before you begin.  A lot of times you just need to take the plunge and start using the various technologies, and learn as you go.  Don't be afraid of new technologies.  Pick them up, look at them, see what they can do for you.  Don't be the organization who is always last to adopt a new the first!

New Evangelization Panel

Moderator:  Fr. Thomas Rosica, C.S.B., CEO, Salt and Light Catholic Media Foundation, Canada; English language Media attaché at the Synod on the New Evangelization

Sebastian Gomes, Producer, Salt and Light Catholic Media Foundation, Canada; Covered the Synod on the New Evangelization from the inside

Msgr. Paul Tighe, Secretary of the Pontifical Council for Social Communications, Vatican City

Kathryn Lopez, Catholic Voices USA

Description: This timely panel will reflect on the challenges Catholic journalists face in spreading the New Evangelization through their vocations.

3:30 pm - 4:45 pm
Rediscover: Branding, Marketing and New Media in the New Evangelization

Speaker:  Sarah Mealy, Communications Director of the Archdiocese of Minneapolis-St Paul

Description: - As part of an overall strategic plan, the Archdiocese of Saint Paul and Minneapolis launched a major, multi-faceted pre-evangelization, evangelization and catechesis initiative in late 2012 that employs major elements of successful branding and marketing campaigns
- Come learn how the Rediscover: initiative was created and launched, the research it is based on, the impact it is having so far in 2013, and what the team in St. Paul has learned along the way.
- Topics covered include development of branding, ongoing engagement with pastors and parish leaders, and extensive development and leverage of multi-media, social and new media, and a dedicated web site and mobile app.
Art of Storytelling

Speaker: Tom Hallman, reporter for the Oregonian

Description: Tom Hallman, a longtime police reporter for The Oregonian, has won numerous writing awards, including a 2000 Scripps Howard Journalism Award and a 2001 Pulitzer Prize for feature writing.  In this session, Tom will guide us through the storytelling process, starting with a good initial concept and seeing it through to completion.  He'll give tips on structuring a story in a way that readers find most rewarding, avoiding common pitfalls as well and telling stories from innovative points of view.
Promoting Inserts in Your Paper

Speaker: Deacon Randy Grosse, Omaha Catholic Voice

Description: Deacon Grosse will facilitate a discussion surrounding the value of inserts - for advertisers, the church and church agencies and the publication.  Topics will range from rates distribution options to how your publication can generate inserts and increase income by offering full services - creative, printing and inserting.

New Media Strategy Part 2: Web 3.0                                  

Speaker: Domenico Bettinelli of The Catholic Foundation of Boston

Description: New media technologies are constantly moving, growing and evolving.  What's in vogue today might not be in vogue tomorrow.  So, how can Communications Departments and Publications plan for tomorrow when things are always changing?  How can they avoid their new media strategies turning into a cobbled mess?  How are you able to balance strategy with flexibility?

The First Pope of the Americas

Speaker: Alejandro Bermudez, executive director of the Catholic News Agency and translator of Pope Francis for Random House

Description: This session will offer an introduction to Pope Francis in light of his Argentinean heritage, his charisma as a Jesuit, and his identity as a man with extensive pastoral experience, first as a Provincial in his religious order, and then as Archbishop of Buenos Aires, one of the largest and most complex dioceses in Latin America.  Bermudez will illustrate the Holy Father's personal profile with references and anecdotes about his personal life, his pastoral style and some of his most remarkable documents as Archbishop of Buenos Aires.

5:15 pm - 6:15 pm Mass: Msgr. Thomas Fryar
7:00 pm - 10:00 p.m
Gabriel Awards Reception

June 20, 2013
6:30 pm - 8:30 pm

Catholic News Service Reception (Ticketed Event)

Open Evening

FRIDAY, JUNE 21, 2013

TIME Communication Editorial & Design Advertising & Business Digital Media General Interest

9:30 am - 10:45 am
Crafting a Social Media Policy That Lets You Sleep at Night

Speaker(s): Eric Hall, Rothgerber Johnson and Lyons

Description: This session would address the legal aspects, particularly copyright laws, that need to be covered in a good social media policy, and would offer suggestions and tips for making sure social media activity doesn't end in a very costly lawsuit.
Maximizing the Look of your Paper

Speaker: Signature Offset Design Team

Description: Learn how to strengthen your publication’s visual appeal to make the most of your content.
Everyone is in Sales.  That means you!

Speaker: Nolan Eppel, Denver Post

Description: This session will consider ways to develop a target list, particularly one which features opportunities to find the "big bucks!"  We'll also cover best practices in getting an appointment with the key decision maker, resources to have at hand, pre-call planning and assessing a potential client's needs, and how to design your sales presentation as well as how to follow-up.
Apps 101: The Lifecycle of an App from Conception to Rollout

Speaker: Ryan Kreager, co founder of Littlei Apps, LLC

Description: This workshop would give very practical advice of the process from start to finish of how develop an app, and how to promote it.  We will cover how to take a new idea of existing product and develop an app, from design and strategy all the way to app launch, marketing and maintenance.  Our collaboration on Rediscover app from the Archdiocese of Saint Paul and Minneapolis will be used as an example.

Special Session: The Ethics of Eating - Why Eating is a Moral Act

Speakers: James Ennis, Executive Director, National Catholic Rural Life Conference; Mike Callicrate, Independent Catholic rancher, major consultant on "Food Inc."

Description: Catholics are called to be salt and light in the world, and to be committed to contributing to the common good within society. This responsibility includes concerns surrounding food and agriculture. We believe food is unique. Food sustains life itself; it is not just another product. Providing food for all is a Gospel imperative. Eating is a moral act because it is a human act, and human acts can be morally evaluated. As we have produced less of our own food in our communities, we have become disconnected from our food supply - a food supply that increasingly places short term profit above all else. In this workshop, we will consider some important moral and ethical questions. We will examine the current food system and what is possible. We will examine what is at stake, both economically and socially, for people, animals, rural communities, urban centers and the environment. These vital issues should be on every Catholic journalist’s radar.

11:00 am - 12:00 pm
SWOT Analysis of Today's Communications Offices

Speaker: Sally Oberski + co-presenter

Description: The SWOT analysis is commonly used to assess an organization's strengths, weaknesses, opportunities and threats as a part of an overall strategic process.  This interactive workshop will first guide you through an individual SWOT analysis to help you analyze your personal strengths, weaknesses, opportunities and threats as they relate to leadership.  The second

part of the workshop will help you identify the SWOT in your communications department. 


Sally is the President of the Catholic Academy of Communication.


Church Trends to Watch

Speaker: John Thavis, former CNS Rome bureau chief and author of The Vatican Diaries"


Description: John will share from his latest book about his journey covering the Church for several decades, using that historical perspective to talk about top trends and challenges for the Church that should be on every Catholic journalist's radar.

Navigating the Post Office

Presenter: Signature Offset team

Description: Learn best practices to maintain a smooth and cost-efficient relationship with the Post Office. This workshop will also touch any upcoming postal changes that could affect your publication’s bottom line.
Secrets of a Successful Blog

Speaker: Greg Willits

Description: The latest in a series of blogger panels that have sought to pick the brains of the most successful Catholic bloggers.
USCCB Digital Safety Site

Speaker(s): Helen Osman, USCCB Director of Communications and Theo Nicolakis, Greek Orthodox Church

Description: This is an "adults only" workshop that previews a powerful resource for parents, educators and others in the Catholic and Greek Orthodox world who want to help children engage the digital world in a wholesome way.  We'll take a tour of the website and talk about how participants can best make use of its resources.  Please bring your web-enabled devices and questions for an interactive session!  This is a project of the Greek Orthodox Archdiocese of American and the US Conference of Catholic Bishops, funded by a Catholic

Communication Campaign grant.

Note, this presentation is NOT similar to the Social Media Policy creation workshop on Friday.
12:15 pm - 1:30 pm Luncheon/St. Francis De Sales Award & Presidential Medallion Awards
Keynote Speaker: Father Thomas Rosica, CSB, CEO of Salt & Light Television

1:45 pm - 3:00 pm

Crafting a Strategic Communications Plan

Speaker: Paul Henderson, Director of Planning & Communication Operations at United States Conference of Catholic Bishops


Description: This workshop is a followup for those attended the master camp on Wednesday, as well as for those who want to learn more about strategic communications but could not make the master camp.
Editorial Panel:
Playing fair, turning it fast, and paying justly – even if it’s electronic: How editors and freelancers can, and do, play well together

Moderator: Maria Ruiz Scaperlanda, author, journalist, blogger at and Kathy Cribari Hamer, award-winning writer and columnist, Publications Coordinator at TCU

Panelists: Jeff Hensley, Editor, North Texas Catholic; Sarah Hayes, Associate Editor, Our Sunday Visitor; John Feister, Editor-in-Chief, St. Anthony Messenger Magazine; Lisa Hendey, author, blogger, and founder of; María Ruiz Scaperlanda, author, journalist, blogger at
Greg Willits, author, talk-show host, founding director SQPN


Description: A passionate discussion on playing fair, turning it fast, and paying justly - even if it's electronic. Will also discuss how editors and freelancers can, and DO, play well together


Ads your boss (and your Bishop) can live with

Moderator: Bob Bugle, Bugle Media Services

Panelists: Peter Finney Jr., Executive Editor, Clarion Herald-New Orleans; Patrick Novecosky, Publications Director, Legatus Magazine; Joe Pena, Advertising Sales Director at Catholic San Francisco and San Francisco Catolico; Jeff Stintz, Advertising Director at CR Media (Catholic Review-Baltimore)

A panel discussion of ad managers and editors discussing what criteria they have for accepting or rejecting advertising or advertisers. As the saying goes, "No one ever got fired for saying no”. Many diocesan newspapers don’t accept political advertising, but some do. Most accept film/entertainment advertising, but a few do not. What policies and procedures are in place to determine these decisions, and who makes them? Is the responsibility for saying "Yes” shared, or is it all on the shoulders of the ad manager? If we can improve the process we can increase our willingness to take the necessary calculated risks required in order to improve our new business efforts.

Putting news on the nightstand, instead of the doorstep—how to reach Catholic Millennials.

Speaker(s):  Fr. John Belmonte, S.J. Director, APPostolic

Annie Krug, Mother, Superior Ideas, APPostolic

Description: 83% of Millennials sleep with their smart phones on their nightstand. The newspaper isn’t landing on the doorstep at 5 AM anymore.  It’s sitting on their nightstand, charging, available and in reach, at a moment’s notice.  But while the means of distributing news (or content) has changed, one fundamental principle hasn’t changed:  Content is king. News matters.

Millennials Catholics represent 16 million men and women between the ages of 18-34, and 54% of this audience is Hispanic. These people are the future of our church.  Connecting with them is critical.Millennials is a focused market. Catholic Millennials (@16 million strong) is a niche.  But it’s big enough to matter.

We know a good bit about Millennials as a group and, by extension, Catholic Millennials.

A 2010 Pew Research Study (Confident, Connected and Open to Change, 2010) shows us clearlythat above all, Millennials want to be good parents, and they value it above career, wealth, fame, etc.  They are the first generation to grow up with the internet, and they define their generation by their use of technology.  They are committed to a sense of community, rather than the individual. 

The audience for our news is changing and they are getting their information from new sources.  More than 34% of 18 – 34 year olds typically go "newsless.”  They watch no news on a daily basis.Only 16% of Millennials Catholics have a subscription to a daily paper.

What percentage of Millennials are reading newspapers and periodicals?  And what percentage of Millennials are "aggregating rss feeds to their mobile device.”  It’s a whole new language.

Millennials want to be informed, in the know, connected, and engaged.  What has changed is where, when and how they get their information.

This session will offer insight into Catholic Millennials—who they are, how they get their information, what matters to them and how to connect with them.  We’ll talk about what works and what doesn’t and why.

Panel: A Conversation About Immigration Reform

Panelists: Jennifer Kraska, executive director, Colorado Catholic Conference,

Corey Almond, vice president of Family Immigration Services, Catholic Charities of Central Colorado; and Msgr. Bernie Schmitz, pastor, St. Mary Parish in Greeley. Was on the front lines of a massive ICE raid on Greeley meatpacking plant in 2008 that led to dozens of deportations and had a huge effects on his parish community.

Description: CMC13 arrives at the peak of the national discussion about immigration reform.  The panel will discuss the various proposals being peddled around Washington, DC, as well as engage the audience in a Q&A about what is needed to solve the important questions of just immigration reform.

3:15 pm - 4:30 pm Regional Meetings (South)
Regional Meetings (East)
Regional Meetings (West)
Regional Meetings (North)
Conversation: The Identity of the Catholic Journalist in 2013

Moderator: Greg Erlandson, Our Sunday Visitor

Featured Guest: John Allen, National Catholic Reporter
Description: Greg and John lead a discussion on the identity of the Catholic Journalist in 2013. Q&A with audience, including John talking about the recent conclave and thoughts on the new pope.
5:15 pm - 6:15 pm Mass:

6:30 pm - 10:00 pm
Press Award Reception

Catholic Press Awards Banquet

Press Award Post Reception







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