The "PRom" conference focused on the interaction of universities with the city, region and the world. The three days in Zielona Góra were full of discussions, lectures and workshops. It was also a time of building relationships among professionals from all over Poland and exchanging experiences. During the ceremonial gala, awards for the best communication and marketing activities carried out at universities were also presented. Congratulations to all the winners!
Press Breakfasts at the University of Lodz – first of all, relations and a positive flow
The University of Lodz Press Breakfasts, awarded by "PRom", is a unique project in the Polish academic world aimed at establishing and maintaining relations between the media and scientists, doctoral students and students of the University of Lodz.
The idea is to meet regularly (usually once a month) with journalists and present them with interesting topics from the life of the university. Above all, it is a time for conversation, spontaneous discussions, sharing ideas and networking.
Experts from the University of Lodz are invited to each meeting so they can speak to journalists. Such regular meetings help to popularise research projects carried out at the university and are a part of science dissemination trend. Press Breakfasts are held in a relaxed atmosphere in one of Lodz restaurants, the space of which allows many journalists to have uninhibited conversations with the university of Lodz experts.
Dr Damian Kasprzyk during the first University of Lodz Press Breakfast (photo: Bartosz Kałużny, Communications and PR Centre)
Each Press Breakfast is carefully planned by the University of Lodz Press Office team, consisting of: Paweł Śpiechowicz (until March this year), Marcin Kowalczyk, Iwona Ptaszek-Zielińska (the project coordinator), and takes into account current media demand for specific topics. Each meeting begins with a briefing during which the University of Lodz representatives share current information from the university. Next, journalists select the University of Lodz experts for individual interviews.
Although the project was only initiated in December 2022 work on the concept had been going on for a long time. For more than five years, the team at the Communications and PR Centre (formerly the Promotion Centre) has been working on changes to the image of the University of Lodz and the communication. Based on the University of Lodz brand strategy developed in 2017, we have been changing and professionalising the university’s activities. The elaboration of a coherent system of the university's Visual Identity was the first step. Then we focused on improving internal and external communication by, among other things, changing the nature of the university's social media and developing expert databases. This resulted in a change of our media relations model and ultimately in the establishing the Press Office.
(photo: Maciej Andrzejewski, Communications and PR Centre)
In fact, press breakfasts have been with us for a very long time – the idea, which was born over five years ago, like any creative project, needs not only an idea, but above all committed and imaginative people to make it a reality. The implementation of the project itself became possible only after a change in the model and structure of work in the communications sphere of the university.
The ongoing evolution in the university's organisational and communication culture over the last few years has required a lot of commitment and a brave approach to changing established patterns, but in retrospect, I can confidently say that it has been definitely worth it!
I am very pleased and extremely proud of the Press Office team who turned a random idea into success. It is only thanks to their commitment, hard work and determination that we have been able to achieve so much in this area
– recalls Anna Rolczak, Head of the Communications and PR Centre
In June, the sixth meeting as part of the project was organised. It focused on external relations of the University of Lodz, in particular with the City of Lodz.
Mateusz Sipa from the City of Lodz talks about joint initiatives of the University of Lodz and the City of Lodz (photo: Maciej Andrzejewski, Communications and PR Centre)
"The Future of Recruitment. City. Region. World." – a discussion on the recruitment and awards
The framework of the 35th Conference of the PR and Promotion of Polish Universities Association "PRom" (14-16 June), was set by three perspectives: the city, region and the world. They determined the direction of the proceedings during the plenary discussions and the workshops. The conference opened with a discussion on the "Recruitment of international students/international campus – the role of the university in the development of the city and region" at the University of Zielona Góra. The workshops included, among other things, video in marketing and recruitment, trends on social media – a case study from abroad (guest speaker from Pompeu Fabra University in Barcelona), podcasting as a recruitment tool or a workshop on diction – the practical aspect of communicating with prospective students.
The meeting was an excellent opportunity to develop professional competences, expand expert knowledge and make friends with experts from the exceptional and unique sector of university communications.
The PRom Association awards were presented in the following categories: Media Relations, University Media, Andrzej Sołtysiak Award in the New Media Category, Popularisation of Science, Creation, Special Award.
PRom to ludzie [PRom is people] – about the association (in Polish)
Photo report (to be published soon)
Source: PR and Promotion of Polish Universities Association "PRom"
Edit: Commuications and PR Centre, University of Lodz