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> MSU Policy and Procedures > Media Policy Guidelines
Media Policy Guidelines
TABLE OF CONTENTS
100.00 Policy
200.00 General Procedures For Dealing With Media
300.00 Campus Emergency / Crisis
400.00 Contact Information: MSU Media Specialists
500.00 Submit Media Reports
Effective communications with the media are critical to MSU's ability to
carry out its land grant mission and promote continued public support for
the university. Effective media relations best serve the university by:
- informing the public of what we can do for them
- promoting the university's achievements, activities and events of
significance
- expanding the general visibility of the university
- ensuring that accurate information is conveyed to the public
regarding incidents and issues of a controversial and/or sensitive
nature.
100.00 Policy
The vice president of Communications and Public Affairs serves as the official university
spokesperson and conveys the official university position on issues of
general university-wide impact or significance or situations that are of a
particularly controversial or sensitive nature. Inquiries from the media
about such issues should be referred to the vice president of Communications and
Public Affairs.
Depending on the specific circumstances, the president or the vice president of Communications and
Public Affairs
may designate another university administrator to serve as spokesperson on
a particular issue.
In cases of critical significance to the university, the vice president of
Communications and Public Affairs will work with other university officials to develop
a "position paper" to detail the known facts of the situation and
summarize the university's position.
In the event of a crisis or
emergency situation, the vice president of Communications and Public Affairs will handle all
contacts with the media, and will coordinate the information flow from the
university to the public. In such situations, all campus departments
should refer calls from the media to the office of Communications and
Public Affairs.
200.00 General Procedures For Dealing With The Media
Members of the faculty and staff are free to respond to requests from the
media regarding their research, scholarship, teaching or professional
expertise. In such cases, the appropriate MSU media specialist should be
notified as soon as possible to inform him/her of the contact. Such
notification can be particularly important if follow-up inquiries are made
with other university personnel to ensure a coordinated, consistent
university response. Media inquiries should be referred to the vice president of
Communications and Public Affairs if they involve issues with university-wide
significance and/or are of a controversial or sensitive nature.
The MSU News Group consists of media specialists from the following
areas: general university, research and creative activity, agriculture and
extension, and athletics. The media specialists promote the university
through press releases regarding special accomplishments, events and
activities, programs and plans. All releases intended for off-campus or
external audiences should be routed through the appropriate media
specialist.
Since positive media solicitation is an integral element of the
university's communications program, any ideas for articles or pieces that
would positively portray the university, its work or its community should
also be directed to the appropriate media specialist. In a similar manner
Communications and Public Affairs should be notified about negative occurrences that
are likely to rise to the level of a news story.
Guidelines for communicating with the media when the issue is
non-controversial and limited to the faculty/staff member's area of
expertise:
- Obtain the name of the person calling, the media organization and,
if available, the anticipated time of release of information in print or
broadcast. This information should be included when the notification is
made to the appropriate media specialist.
- The best approach with the media is to be prompt, helpful and
honest. All contacts from the media should be returned as soon as
possible, in deference to reporters' deadlines. At the most, a call
should be returned within a half-day. If that is not possible, an
alternate employee (if appropriate) or the media specialist should be
asked to handle the call.
- Make sure you understand each question from the media before
answering. If you cannot answer the question, or are uncomfortable
providing a response, take the reporter's number and advise him/her that
someone who can provide the information will contact him/her as soon as
possible. Then follow-up by contacting the appropriate media specialist
or the vice president of Communications and Public Affairs.
- Do not offer speculations or gossip. Do not answer a reporter's
question with "no comment." Do not be condescending or underestimate the
reporter's intelligence, but make sure the reporter understands your
responses. Provide your phone number and/or e-mail address for follow-up
questions.
- Remember that in responding to the media, you can be seen as
representing and speaking for the university. Personal opinions should
be clearly and carefully identified as such.
- Issues that should not be discussed with reporters are 1) legal
issues, 2) personnel issues, 3) questions that involve university
integrity, such as ethics or issues that may result in harm to others,
or 4) a campus crisis or emergency. Refer all such inquiries to the
vice president of Communications and Public Affairs.
- Any media inquiries that involve information about specific students
should be directed to the office of the Vice President for Student
Affairs. Such inquiries will be handled in strict compliance with the
Family Educational Rights and Privacy Act (FERPA.) This federal law
protects the confidentiality of a student's education record.
Information that may be given includes information found in a directory:
the student's full name, local address and phone number, dates of
attendance and degrees, honors and certificates received, class level
(e.g. freshman), and academic major(s). Grades may only be provided to
the media if a student wishes to release the information in connection
with an award or scholarship.
- Any media inquiries regarding MSU faculty or staff should be
referred to the office of Personnel and Payroll Services. Only public
information may be provided without the employee's written approval.
Public information is the following: verification of employment, name of
job title/position, full or part-time status, name of department,
department address and phone number, employment starting date,
salary/grade, rank.
300.00 Campus Emergency / Crisis
Crisis communications have a lasting impact on institutional reputation
and public support. How well we convey our message to the public greatly
depends on what is reported to the news media. This is especially true in
a crisis, during which the news media is the primary means of
communication to our constituencies. Because of the emotions that usually
accompany crises, images formed from crisis reporting are especially
important in shaping long-lasting public impressions of the institution.
In the event of a major crisis on campus, it is essential that an
effective communications plan be put into effect to disseminate timely,
accurate information and to ensure that inquiries are routed to the
appropriate sources.
The vice president of Communications and Public Affairs is responsible for the development
and dissemination of all university communications in the event of a
campus emergency. This includes internal communications with students,
faculty and staff, as well as communications with the media. The priority
will be on maintaining timely and open communications with the media,
providing complete and accurate information that has been confirmed about
the emergency situation and the university's response to the crisis at
hand. Communications with the media will be frequent throughout the
duration of the emergency situation. The MSU Web site will be utilized as
a key medium for updating our campus community and the public on the
details of the emergency situation and actions we are taking to address
all related issues.
A media center will be established in the event of a widespread campus
incident/disaster. The media center will include workspace for media
personnel, electricity, telephones, Internet connections, campus and
community directories and maps. A media pool of representatives from print
and broadcast media outlets may be appointed to establish rules of conduct
for the media.
In a campus emergency faculty, staff and students have a right
not to speak with the media. The media has access only to the
public areas, which are identified as the Centennial Mall, the Fieldhouse
and the stadium. Any situations where individuals feel a reporter has
abused their rights should be reported to the vice president of Communications
and Public Affairs. A communication information center may also be established,
if a high volume of incoming phone calls are expected.
400.00 Contact Information: MSU Media Specialists
Cathy Conover -- Vice President of Communications and Public Affairs
E-mail: cconover@montana.edu
Tel:
994-4571 -- Fax: 994-6822
Tracy Ellig
-- Director, MSU
News Service
E-mail: tellig@montna.edu
Tel: 994-7371 -- Fax: 994-4102
Carol Schmidt
-- Arts, humanities, social services
E-mail: cschmidt@montana.edu
Tel:
994-1966 -- Fax: 994-4102
Evelyn Boswell -- Agriculture, life and physical
sciences
E-mail: evelynb@montana.edu
Tel: 994-5135
-- Fax: 994-4102
Melynda Harrison -- Agriculture
E-mail: melynda.harrison@montana.edu
Tel:
994-7371 -- Fax: 994-4102
Anne Pettinger
-- Business, nursing, libraries, education health and human development
E-mail: annep@montana.edu
Tel:
994-4902 -- Fax: 994-4102
Michael Becker
-- Engineering
E-mail: becker@montana.edu
Tel:
994-5140 -- Fax: 994-4102
Carol Flaherty -- Extension
E-mail: carolf@montana.edu
Tel: 994-5136
-- Fax: 994-4102
Kelly Gorham
-- Photographer
E-mail: kelly.gorham@montana.edu
Tel:
994-5134 -- Fax: 994-4102
Athletics
Bill Lamberty
E-mail: blamberty@msubobcats.com
Tel:
994-5133 -- Fax: 994-2278
Tom Schulz
E-mail: tschulz@msubobcats.com
Tel:
994-5130 -- Fax: 994-2278
500.00 Submitting Media Report
In order to make the sharing of media information more convenient,
Communications and Public Affairs has created two self-guiding pages on the Web
where users may submit media reports. The first is a Media
Contact Report. This form allows the user to share the details about
any media contact that has already occurred. Submitting the report sends
an e-mail directly to Cathy Conover, the vice president of Communications and
Public Affairs.
The second page is a News
Advisory Report. This form allows the user to share the details of
upcoming events or positive, newsworthy stories with the news staff of
Communications and Public Affairs. Submitting the report sends an e-mail directly to
Tracy Ellig, the director of MSU News Service.
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