![[logo] US EPA](https://webarchive.library.unt.edu/eot2008/20081102200310im_/http://www.epa.gov/epafiles/images/logo_epaseal.gif){kind=logo}
Policy and Implementation Guide for Communications Product Development and Approval
Version: February 5, 2008 (revision history)
Product Development and Approval
Use of PROTRAC communications product tracking database
Development of logos or similar identifiers
Web materials
Print products
Use of PROTRAC Communications Product Tracking Database
Beginning February 17, 2005, you do not need to use PROTRAC for Web products; each AAship and region will decide whether to continue using it. Regardless of that decision, development and review will continue per the description below under "Web Materials," . Further explanation of this change is provided in a 2005 message from former Public Affairs advisor Dick Stapleton to the EPA Web community. PROTRAC continues to be required for print and multimedia products.
Development of Logos or Similar Identifiers
All program branding, including logos and similar identifiers, must be reviewed by the Office of Public Affairs (OPA) per the branding memo (PDF) (2 pp., 160K, about PDF).
Web Materials
This section broadly describes how Web content review works. For detailed discussion, please take the training on Web governance and product review.
The Web Content Coordinators from each AAship and Region, with the support and guidance of the OPA Office of Web Communications (OWC), have editorial responsibility for three broad areas of Web content:
- Web content that supports or is the focus of Agency outreach or news media interest
- Redesigned, reorganized or new Web areas or content
- Content to update or enhance existing areas
Web content that supports or is the focus
of Agency outreach or news media interest
Either the program office or OPA may initiate discussion of announcement-related
Web content. This content is often developed or completed under stressful
deadline conditions. OPA’s desire is for this to be a fully collaborative
effort. Our experience is that an early start on the process, coupled
with clarity about what will be needed, typically results in the best
product as well as the least stressful effort. Unfortunately, because
there can be many levels of content and message review, content cannot
be considered final – no longer subject to change – until
it has actually gone live. Development
of all new content must take place on a password-protected server or the
EPA intranet.
Until February 2008, OWC worked with the press officers in OPA's Office of Media Relations (OMR) and with the program offices to ensure that each news announcement included one or more links to appropriate supporting Web content. Beginning February 1, 2008, the program offices are responsible not only to post the Web content in a timely fashion prior to the release of the announcement, but also to ensure that OMR has the appropriate URL(s) to post with the announcement.
New, redesigned, or reorganized Web areas
or content
Your office Content Coordinator
can use the PROTRAC
database to submit for OPA review concepts for new, redesigned or reorganized
Web areas. Alternatively, the Content Coordinator can email proposals
for redesigned, reorganized or new Web sites to the Office of Web
Communications. Send proposals involving only one program to the
appropriate Web team member. Send
proposals involving more than one office to the full team (email "opa web"), with the lead
office identified.
The proposal should include:
- a brief discussion of what is proposed
- the lead people who will be providing the content
- description of anything specific that is driving the project (for example: Agency initiative, court order, etc.)
- target deadline for posting
- if appropriate, other offices or regions that will be involved
- URLs of pages whose owners you plan to contact to request links into your materials
In addition, search for your subject matter on EPA's site using Google. To search only EPA in Google, enter site:epa.gov plus subject term; note there is no space between the colon and epa.gov. For example: site:epa.gov recycled tires. Include the following in the proposal:
- The search terms used
- The URL of the results page (copy it from the address bar)
- A screen shot of the initial search results (example below). To send a screen shot, press the “print screen key” (upper right corner of keyboard), then open your email and hit “paste” (control-V).
- The number of EPA pages returned
- Names of offices other than OECA and ORD having related content
Once development go-ahead is given (usually within a week), OPA is available for assistance or consultation at any point. OPA encourages that consultation and review by Web Content Coordinators or by the OPA Office of Web Communications be ongoing through the development process rather than waiting until the site is “done." Development of all new content must take place on a password-protected server or the EPA intranet.
Beginning February 1,2008, OPA no longer formally reviews drafts of new, redesigned or reorganized Web content. (Note that OPA continues to review, and must approve, concepts for new, redesigned or reorganized Web content, before a program office may begin work on a draft of that content.) Beginning February 1, 2008, the Web Content Coordinators in each AAship and Region will be responsible for all Web content. Once a Web Content Coordinator approves draft Web content, the content can be posted.
Content to update or enhance existing areas
From time to time, as areas of improvement are noticed or as issues demand,
OWC will contact Web Content Coordinators to discuss changes that may be
needed to update a site or may simply improve a site. Aside from those
cases, consult with your Content Coordinator about how to handle simple
changes.
Print Products
There are five phases in the print product development and approval process:
- concept development
- concept review
- draft development
- draft review, and
- editing per comments/final review.
Only the following may grant exceptions to bypass any phase: Associate Administrator for Public Affairs, Assistant Administrators, Regional Administrators, the Inspector General, the General Counsel, and the Chief Financial Officer. Exceptions may be made on a case-by-case basis only, not as a general procedure.
1. Print Products: Concept Development
When developing concepts for print products and the Web site, address the following:
- The purpose, target audience(s), estimated length, distribution plan
and funding.
- The timeliness of the product, its projected life-span, and whether
it duplicates, supplements, or replaces other EPA information in the
same or other formats.
- Whether the product will reach out to non-English-speaking communities.
- How the product promotes EPA priorities, programs and the Agency's
"corporate identity."
- Whether the statement of work or task assignment clearly identifies
contractor or co-author responsibility to comply with the OPA product
development and approval process and EPA guidelines.
- Whether and how other EPA programs, federal agencies, or agency partners
will participate in developing and distributing print products
- Identification of the approving official and his/her contact information, and approval by the office's Product Review Officer (PRO). (The PRO should comment on issues that have been, or need to be, addressed.)
2. Print Products: Concept Review
Enter the concept into the PROTRAC system; the Product Review Officer (PRO) must approve it and then OPA will review it.
Wait at least 10 days after PRO approval before beginning to develop a draft, unless OPA clears the concept earlier; this allows OPA to monitor product development. If OPA does not make a determination within 10 days after PRO approval, the concept is automatically approved.
3. Print Products: Draft Development
Begin developing draft materials after OPA has approved the concept. This phase will often require frequent coordination among originators, product review officers, content coordinators, and designated reviewers. Drafts must:
- Be consistent with everything in this guide, including the appendices
and graphic standards
- For Web products, meet the guidance in OPA
Review of Web Concepts and Drafts: What We Look For.
- Conform to Information Quality Guidelines found at http://www.epa.gov/quality/informationguidelines/
- Meet EPA and government plain-language printing and publishing standards
- Effectively convey appropriate messages to the target audience(s)
- If the product is an educational tool directed to the K-12 age group,
meet generally accepted standards and guidelines under which the tool
will be developed. Contact the Environmental
Education Web Workgroup (EEWW) for assistance or review their
guidelines (www.epa.gov/enviroed/eepubsEPA.htm).
- Be aesthetically appealing; if you use graphics and photos, they
must relate to the text
- Display a title and cover that attract reader interest and convey
your intended message
- Include no biased or judgmental terminology (no sexism, racism, and
so forth); graphics must express diversity to the extent possible
- Use an engaging and positive tone
- Explain in the introduction the purpose, intended audience, and the
significance of the product for the reader
- If the document describes an environmental problem or issue:
- describe what EPA has done, is doing and will do about it
- clearly explain how the public can help alleviate the problem
or resolve the issue
- Present current and accurate statistics and explain statistical models
when used
- If companies are mentioned, disclaim implicit endorsement of commercial products or services
4. Print Products: Draft Review
After creating a draft, the originator must enter it into the PROTRAC system, and the Product Review Officer must approve it before OPA review begins.
After PRO approval, OPA will comment within 10 working days.
5. Print Products: Editing/Final Review
Modify products according to OPA comments; all comments are mandatory unless negotiated with OPA. Several rounds of editing and further comment may be required. After you address all comments, OPA will conduct the final review and approve the product through PROTRAC.
Obtain a publication number from the National Service Center for Environmental Publications (NSCEP) after final approval. The originator of the product is responsible for completing the printing process.
Next Section: Appendix 1: Products Subject to or Exempt From Development and Approval Process
Previous Section: Preface, Responsibilities, and Communications Planning