Old Dominion University
2001 University Spokesperson & News Media Liason
|Responsible Oversight Executive:||Chief Operating Officer|
|Date of Current Revision or Creation:||September 20, 2012|
The purpose of this policy is to establish authority and requirements pertaining to official University communications with members of the media.
Virginia Code Section 23-9.2:3, as amended, grants authority to the Board of Visitors to establish rules and regulations for the institution. Section 6.01(a)(6) of the Board of Visitors Bylaws grants authority to the President to implement the policies and procedures of the Board relating to University operations.
Issues of General University-wide Impact or Significance - Examples of issues of general University-wide impact or significance include, but are not limited to: a campus crisis or emergency, student issues, financial matters, or campus infrastructure.
Media - The various means of mass communication as a whole, include, but not limited to: television, radio, magazines, newspapers and web/electronic outlets, together with the people involved in their production.
Media Liaison - Staff member in the Office of University Relations authorized by the Assistant Vice President for Marketing and Communications ("AVP") to serve as a link between the media and the entire ODU community in an effort to inform and educate the public by facilitating communication about the University.
Official University Position - A written or oral statement that represents the opinion, stance or intentions of the University as an entity, as directed by the Board of Visitors and President.
Spokesperson - Staff member authorized by the President to speak to the media or make public comments that represent an official University position on behalf of Old Dominion University.
This policy applies to all employees and employees of affiliated organizations. Employees include all staff, administrators, faculty, full- or part-time, and classified or non-classified persons who are paid by the University. Affiliated organizations are separate entities that exist for the benefit of the University and include the Foundations, the Community Development Corporation, and the Alumni Association.
The Assistant Vice President for Marketing and Communications ("AVP") serves as the official University spokesperson and conveys the official University position on issues of general University-wide impact or significance. Inquiries from the media about such issues should be referred to the AVP.
University employees should refrain from publicly commenting to the media on issues of general University-wide impact or significance. Employees may comment on issues of public interest as private citizens without identifying affiliation with the University or, if so identified by the media, should indicate that they are not speaking for the institution.
In accordance with Board of Visitors Policy 1403, Academic Freedom, faculty are "citizens, members of a learned profession, and officers of an educational institution. When they speak or write as citizens, they should be free from institutional censorship or discipline, but their special position in the community imposes special obligations. As scholars and educational officers, they should remember that the public may judge their profession and their institution by their utterances. Hence they should at all times be accurate, should exercise appropriate restraint, should show respect for the opinion of others, and should make every effort to indicate that they are not speaking for the institution."
This policy does not prohibit the chair of the Faculty Senate from commenting on academic matters and the professional affairs of the faculty.
Depending on specific circumstances, the President or the AVP may designate another University administrator to serve as spokesperson on a particular issue or may give approval for letters to the editor in special circumstances.
University faculty are encouraged to communicate with the media regarding their research, scholarship, teaching or professional expertise and to identify their affiliation with the University in such communications. In these cases, the Office of University Relations should be notified as soon as possible so that a media liaison is informed 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 AVP if they involve issues with University-wide impact or significance.
The Office of University Relations is staffed by media liaisons who cover all academic and administrative units of the University. They 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 Office of University Relations.
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 Office of University Relations. In a similar manner, the Office of University Relations 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 not of University-wide impact or significance and is limited to the employee's area of expertise are as follows:
- 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 liaison.
- The best approach with the media is to be prompt, helpful and honest. All contacts from the media should be returned within a half-day, if possible, in deference to reporters' deadlines. If that is not possible, an alternate employee (if appropriate) or the media liaison should be asked to handle the call.
- Responders should be certain that they understand each question from the media before responding. If unable or uncomfortable providing a response, the responder should obtain the reporter's contact information and advise him/her that someone who can provide the information will contact him/her as soon as possible. The question should then be referred to the Office of University Relations.
- Responses to the media should be devoid of speculation or gossip and should be stated clearly and concisely in order to minimize any misunderstanding. Generally, the responder should not answer a reporter's question with "no comment."
- Responders should provide a phone number and/or email address for follow-up questions.
- Any media inquiries that involve information about specific employees or students should be directed to the Office of University Relations.
Assistant Vice President for Marketing and Communications
Old Dominion University Board of Visitors Policy 1003 - The University's Name and Identification
Old Dominion University Board of Visitors Policy 1011 - Freedom of Expression
Policy Formulation Committee (PFC) & Responsible Officer Approval to Proceed:
Responsible Officer Signature
Policy Review Committee (PRC) Approval to Proceed:
Chair, Policy Review Committee (PRC)
Executive Policy Review Committee (EPRC) Approval to Proceed:
Responsible Oversight Executive Signature
University Counsel Approval to Proceed:
December 1, 1988; September 20, 2012
Scheduled Review Date
September 20, 2017