Press Release and Media Communications Protocol
The UIU office of Public Relations in collaboration with the UIU PR Council members has approved the following press release and media communication protocol.
Included within this press release and media communications protocol will be press releases, media alerts, opinion-editorials (Op-Ed), public service announcements (PSA), and interview protocol with the media, including TV, radio, print, Internet reporters and special feature journalists.
Press Release and Media Communications Protocol
The Office of Public Relations will work to support UIU internal stakeholders in the preparation and review of press releases and media communications.
The following are brief descriptions of the various primary types of communication vehicles used to communicate with the media and should be considered when deciding upon your interest and goal for communicating your information.
- Press Releases: A news release or press release is a written or recorded communication directed at members of the news media for the purpose of announcing something claimed as having news value.
Note: too many releases to the press, especially if they are insignificant, can diminish the level of interest and should be avoided.
- Media Alerts: An “Alert" or "Advisory" is a concise who, what, when and where, an invitation to attend and cover an upcoming event. It is not basis for an article. This form works best when speakers are well-known; the event is self-explanatory (i.e. a panel discussion or a lecture); and the topic doesn’t require "selling" because it is timely and of general interest. (See Appendix A for example.)
Note: to do our best work here, we will need to provide several weeks of lead time prior to events.
- Op-Ed: An “Op-Ed” is an editorial written to explain a viewpoint at greater length than a standard editorial. It is typically written by recognized authorities on a particular subject. Editors rarely change the information and wording on an op-ed article.
Note: This is an incredible opportunity to position our university leadership at both the faculty and the administrative level.
- Public Service Announcement (PSA): An announcement on television or radio serving the public interest and run by the media at no charge that inform the public about safety and health information, community services or public affairs.
Note: this requires as much lead time as possible, with at least a 30-day notice to the Office of Public Relations.
- Interview: A session with a news reporter from any media outlet (newspaper, television, radio, etc.), who calls to get a person on record in order to enhance a current story he/she is working on or to do a story about an individual, corporation, cause, etc. that he/she is developing.
Note: The ability to manage an interview is not novel, but the preparation with the key messaging to support specific information campaigns and to stay consistent for overall university effect, as appropriate, can be very valuable as well as the follow-up as needed.
Specific Public Relations Media Communications Support Protocol
The Office of Public Relations will also provide direction regarding communication and coordination with the media following the seven outlined steps below as a checklist for quality collaboration.
- Information for press releases or press release drafts are sent to the Director of Public Relations for review and finalization
- Upon completion of the release, it will then be reviewed within the Marketing & Communications Department for accuracy and “polishing”
- Before final approval, the completed press release is sent back to the requestor for his/her review
- The release is also sent to Hanser & Associates for review and comment
- The release is sent to an internal source for AP style correctness and grammar check
- Final approval is given by Associate Vice President of Marketing & Communications
- Approved press release is sent to appropriate media list and posted to UIU Web Site
Note: The above process takes no more than three days, however, can be expedited when necessary.
Note: Fact checking should always be done before stats are released.
For those pre-approved press release formats that are of a regular and standard occurrence, the Office of Public Relations will provide the initial input regarding template formats and distribution list.
Examples of pre-approved press release formats that will not need our review include the following:
- Athletic releases, including game scores and player stats
- Alumni & Development information going to our Alumni base, only
Extended University releases:
All EU-related press releases will originate from either the office of the Senior Vice President of the Extended University or EU executive cabinet, only. The review/approval procedure will follow the process as outlined above.
Some examples of newsworthy press releases:
New buildings on campus, new majors or expanded program offerings, grants received, quality improvement recognition, on-campus events (art shows or concerts, for example), research by faculty or staff, unique human interest stories about our students, and community service, etc. Any and all information that will help “raise the profile” of Upper Iowa University.
Examples of items which should be sent to The Bridge or Feather Notes:
Faculty and staff awards received that are personal triumphs, such as authoring of publications/books and awards that do not relate to Upper Iowa University, per se. Any information that is targeted to these particular audiences (i.e. alumni and/or faculty and staff).
IMPORTANT TO NOTE-- If you are still unsure where to send the information you want published, the following points may be of further help:
- Information sent out in a press release has the possibility of reaching a broader audience, wherever UIU has a “footprint.” A footprint is where UIU has a physical presence and/or current students and alumni reside.
- Information published in The Bridge or Feather Notes has a distribution of approx. 20,000 readers that includes alumni, faculty, staff and friends.
- Information can always be sent to the Director of Public Relations first and if it is determined to be an item for The Bridge or Feather Notes, we would be happy to forward it on to Development/Alumni office for their consideration.
RELEASING STATEMENTS/INFORMATION
All information released by the University will be done in cooperation with the Office of Public Relations, which will provide confirmation of facts and final approval for distribution and follow-up, as needed.
All written or oral statements to campus groups, the media and the public will require the authorization of the senior officer of the University and the Office of Public Relations.
All appropriate statements of information will be channeled through and coordinated by the Office of Public Relations as outlined in the Press Release and Media Communications Protocol.
In a time of crisis, an official spokesperson from the Office of Public Relations and an alternate will be appointed to work with the executive crisis team, which will include the president of the university and the appropriate senior vice president, and possibly other leaders as needed.
The legal aspects of releasing information will be governed by the appropriate legal guidelines or referred to legal counsel.
All public and media inquiries that are received by other offices and departments should be communicated to the Office of Public Relations for tracking purposes and so the Office of Public Relations can provide support as needed.
Specific to a crisis situation:
- Under no circumstances will any representative of the University reveal the victim's name, in any case.
- Under no circumstances will any representative of the University other than the official spokesperson or his/her designate volunteer any information (names, dates, times, locations, nature of an incident) about an off-campus incident.
- Specifically, information about an off-campus arrest is in the public domain. In this case, the Associate Vice President of Marketing and Communications (AVP MarCom) or his/her designate will refer media inquiries to the authority that made the arrest.
- It is the responsibility of the Dean of Student Development or his/her designate to notify the Office of Public Relations when off-campus incidents occur.
