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Marketing & Communications
Location: Brownell Hall, 1st floor
If you can’t find what you are looking for, please contact us.
Marketing & Communications
Location: Brownell Hall, 1st floor
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If media calls, we want to respond quickly with the best person. Media is often working on deadline so it is important to get them in touch with the correct person as soon as possible. We want to ensure that we are precise, accurate, and timely in our response.
No Relationship with Person on the Phone or Email
Relationship with Person on the Phone or Email
If Media Calls After Hours, Weekends, or Holidays
A news media policy is essential for maximizing or controlling all media opportunities. The benefits of having a news media policy in place include:
All media calls are to be treated as important calls. We want to respond quickly with the appropriate person. Media is often working on deadline so it is important to get them in touch with the correct person as soon as possible. We want to ensure that we are precise, accurate, and timely in our response.
When faculty and staff members are asked to comment or provide information on an institutional question, issue that relates to the entire institution, or former employees, the reporter should be referred to the Office of Marketing Communication (OMC). An appropriate response to the media would be, “I’m sorry I don’t have the full information regarding that issue. I will give your request to our communications director who will respond to you as soon as she is available.” Please obtain the reporter’s name, phone number, topic of story and deadline and pass along to the OMC asap.
Area of Expertise Inquiries
When a member of the news media contacts a faculty or staff member, you must only comment on a topic that is within your area of expertise (e.g., your academic research or area of academic specialization), the employee may answer questions immediately, if so desired.
However, if the faculty or staff member prefers to give some thought to the questions before answering, or if you have questions about the interview and how to respond, the OMC recommends the you take the reporter’s telephone number, inquire about the reporter’s deadline, and return the call later.
A member of the communications staff will be glad to share information about the reporter, the angle the story is likely to take, other stories the reporter may be researching or writing at the time, and any other background information that may be helpful in advance of the interview. While media representatives often work under deadlines, they sometimes can email questions in advance, and a few may be willing to read direct quotes back to a source.
While it is optional for a faculty or staff member to contact the OMC prior to talking with a reporter about the employee’s area of expertise, it is very important that the Office of Marketing Communications be notified immediately after the faculty or staff member has spoken with a reporter. Communications members monitor and track the progress of all Northland-related stories. Knowing to whom a reporter has talked will assist in this process.
Crisis or Emergency Issues
During a crisis or major emergency (i.e. flooding), the procedure for handling the media is highlighted in Northland’s Emergency Response Plan. The plan designates the Crisis Communication Team as the main point of contact for the media. The executive director of marketing communications is assisted by the director of marketing as well as the police and fire public information officers who prepare and disseminate emergency public information.
Sensitive or Controversial Issues
All television, radio, newspaper, or other media inquiries regarding sensitive or controversial issues such as pending litigation, personnel-related information, or student-related information should always be referred immediately to the Office of Marketing Communications. The OMC will contact the Office of the President or the Office of Human Resources to coordinate a response.
Northland Initiated Information
Most proactive media contact is initiated through the OMC. This includes issuing press releases and event advisories. Departments seeking publicity for events or activities must contact the Office of Marketing Communications as soon as possible to ensure the best media coverage of their activities. Departments should not initiate news media contacts.
Personal Points of View
It is recognized that all employees have the right to their personal points of view regarding any issue. However, personal points of view may conflict with Northland’s official policy. Therefore, Northland employees who write letters to the editor of any newspaper may not use official Northland stationary. If an employee chooses to identify himself or herself as a Northland employee in any personal letter or email to the editor, he or she must include language which states the views set forth in the letter do not represent the views of Northland College, but rather, are the employee’s personally held opinions. Similar disclaimers must be given if an employee addresses a public meeting, participates in a radio talk show, or is interviewed for a radio or television program unless the employee has approval to be officially representing Northland. Employees who are representing Northland in any of the above formats must identify themselves as an official spokesperson for the College and have the approval to represent Northland through the OMC.
The Northland College brand and adherence to its components and guidelines will ensure consistency and recognition of the brand. Recognition of the greater Northland brand benefits each of its programs and key segments independently and promotes a strong brand identity. This policy defines the rules and procedures set forth by the Office of Marketing Communications (OMC) for the use of the brand by all divisions, departments, and business units on campus.
Marketing: The activity and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Advertisement: Any written, verbal, or visual message submitted for publication in newspapers, magazines, radio, television, billboards, social, promotional items, websites, video, or any other written or recorded media with the intended purpose of persuading, informing, or increasing brand awareness with a targeted audience.
Official College Logo: A mark that is created and/or approved by the Office of Marketing Communications.
Northland College Entity: All Northland departments, centers, business units, or any programs representing themselves to be a part or belong to the College.
Marketing activities and advertising materials for Northland College Entities must adhere to and be designed according to the Northland College Brand Guidelines.
Northland College Entities must adhere to the official logo usage in accordance to the Northland College Brand Guide.
Northland Entities cannot design or create their own marketing materials or logos, unless approved by the OMC. College-approved logos can only be created by the OMC.
Exceptions to the Northland College Brand Guidelines must be approved by the OMC. Exceptions are not available to departments, centers, business units, and/or activities or any program representing themselves to be a part or belong to the College.
Specifically, entities eligible for exceptions must be one of the following:
Being an exception entity does not mean the Northland College Brand Guidelines are eliminated entirely. It means:
All College marketing must comply with the brand review process. That process is as follows:
Any Northland College Entity that need to initiate marketing support should begin by completing the project request form.
Projects may take up to two weeks depending on the work flow of the department. If someone is in immediate need of marketing support, please state this in an email to firstname.lastname@example.org and the Office of Marketing Communications will try to accommodate.
This policy standardizes the eligibility, purchase, design and usage of college business cards and letterhead. It establishes approval and ordering procedures, maintaining the Northland branding design and quality control.
Business cards and letterhead are purchased for College employees to facilitate communication and connections with both internal and external audiences. Department heads and supervisors have discretion in determining whether business cards for an individual will serve a suitable College purpose and what department letterhead will be used.
All employees are eligible for business cards with the approval of their department head or supervisor. The following are not eligible—unless the department head or supervisor approve:
Business cards shall not be used after separation from the university; all remaining cards should be returned to the supervisor at the exit checkout.
Business cards must be ordered through the Office of Marketing Communications, not through an external source.
Cards should include the following information:
The growth of social media technologies combined with their ease of use and pervasiveness make them attractive channels of communication. However, these tools also hold the possibility of a host of unintended consequences. To help you identify and avoid potential issues, we have compiled these guidelines. They are examples of best practices from various institutions and are intended to help you understand, from a wide range of perspectives, the implications of participating in social media.
Social Media: Social media or social networking includes all forms of online publishing and discussion, including but not limited to: blogs, wikis, file‐sharing, user‐generated video and audio, social networks and other social networking applications such as Facebook, Twitter, Instagram, YouTube, Snapchat, and LinkedIn.
Applications that allow you to interact with others online (e.g., Facebook, LinkedIn, Twitter, Instagram, Snapchat) require you to carefully consider the implications of friending, liking, following, or accepting such a request from another person. For example, there is the potential for misinterpretation of the relationship or the potential of sharing protected information. Relationships such as faculty-student, supervisor-subordinate, and staff-student merit close consideration of the implications and the nature of the social interaction.
Northland uses social media to supplement traditional press and marketing efforts. Employees are encouraged to share College news and events that are a matter of public record with their family and friends. Linking straight to the information source is an effective way to help promote the mission of Northland College and build community.
When you are using social media for personal purposes and might be perceived as an agent/expert of Northland, you need to make sure it is clear to the audience that you are not representing the position of the College or Northland College policy. While the guidelines below apply to those instances where there is the potential for confusion about your role as a Northland agent/expert versus personal opinion, they are good to keep in mind for all social media interactions. When posting to a social media site, you should:
Do No Harm
Let your Internet social networking do no harm to Northland College or to yourself, whether you’re navigating those networks on the job or off.
Does It Pass the Publicity Test?
If the content of your message would not be acceptable for face-to-face conversation, over the telephone, or in another medium, it will not be acceptable for a social networking site. Ask yourself, would I want to see this published in the newspaper or posted on a billboard tomorrow or ten years from now?
Be Aware of Liability
You are personally responsible for the content you publish on blogs, wikis, or any other form of user-generated content. Individual bloggers have been held liable for commentary deemed to be copyright infringement, defamatory, proprietary, libelous, or obscene (as defined by the courts). Increasingly, employers are conducting web searches on job candidates before extending offers. Be mindful that what you publish will be public for a long time—be sure that what you post today will not come back to haunt you.
The line between professional and personal business is sometimes blurred: Be thoughtful about your posting’s content and potential audiences. Be honest about your identity. In personal posts, you may identify yourself as a Northland faculty or staff member. However, please be clear that you are sharing your views as an individual, not as a representative of Northland College. If you identify yourself as a member of the Northland community, ensure your profile and related content are consistent with how you wish to present yourself to colleagues.
Be a Valued Member
If you join a social network, make sure you are contributing valuable insights. Don’t hijack the discussion and redirect by posting self-/organizational-promoting information. Self-promoting behavior is viewed negatively and can lead to you being banned from websites or groups.
Think Before You Post
There’s no such thing as a “private” social media site. Search engines can turn up posts and pictures years after the publication date. Comments can be forwarded or copied. Archival systems save information even if you delete a post. If you feel angry or passionate about a subject, it’s wise to delay posting until you are calm and clear-headed. Only post pictures that you would be comfortable sharing with the general public (current and future peers, employers, etc.).
Take the High Ground
If you identify your affiliation with Northland in your comments, readers may associate you with the College, even with the disclaimer that your views are your own. Remember that you’re most likely to build a high-quality following if you discuss ideas and situations civilly. Don’t pick fights online.
Respect Your Audience
Don’t use ethnic slurs, personal insults, obscenity, or engage in any conduct that would not be acceptable in Northland’s community. You should also show proper consideration for others’ privacy and for topics that may be considered sensitive, such as politics and religion. You are more likely to achieve your goals if you are constructive and respectful while discussing a bad experience or disagreeing with a concept or person.
If you make a mistake, admit it. Be upfront and be quick with your correction. If you’re posting to a blog, you may choose to modify an earlier post—just make it clear that you have done so.
Most people who maintain social media sites welcome comments—it builds credibility and community. However, you may be able to set your site so that you can review and approve comments before they appear. This allows you to respond in a timely way to comments. It also allows you to delete spam comments and to block any individuals who repeatedly post offensive or frivolous comments.
Protect Your Identity
While you should be honest about yourself, don’t provide personal information that scam artists or identity thieves could use. Don’t list your home address or telephone number. It is a good idea to create a separate email address that is used only with social media sites.
Don’t Use Pseudonyms
Never pretend to be someone else. Tracking tools enable supposedly anonymous posts to be traced back to their authors.
Use a Disclaimer
If you publish content to any website outside of Northland and it has something to do with the work you do or subjects associated with Northland, use a disclaimer such as this: “The postings on this site are my own and do not represent Northland’s positions, strategies, or opinions.”
A common practice among individuals who write about the industry in which they work is to include a disclaimer on their site, usually on their “About Me” page. If you discuss higher education on your own social media site, we suggest you include a sentence similar to this: “The views expressed on this [blog, website] are mine alone and do not necessarily reflect the views of Northland College.” This is particularly important if you could be perceived to be in a leadership role at Northland.
Don’t Use the Northland Logo or Make Endorsements
Do not use the Northland shield, wordmark, or any other Northland marks or images on your personal online sites. Do not use Northland’s name to promote or endorse any product, cause, or political party or candidate. Northland logo guidelines can be found in pubfiles/marketing communications.
Online collaboration tools provide low-cost communication methods that foster open exchanges and learning. While social media tools are changing the way we work and how we connect with the public and other higher education institutions, Northland policies and practices for sharing information remain the same. In addition to the individual guidelines discussed above, please follow these official guidelines when you create or post to a social media site on behalf of Northland:
Process for Creating a Northland Social Media Presence
To ensure that your social media efforts adhere to the design and policy standards of Northland College and that your efforts are not tied specifically to a Northland community member’s personal account, all official Northland social media accounts must be created by the Office of Marketing Communications.
Marketing Communications will then grant the appropriate person(s) administrative access to those accounts. To request an account, email email@example.com.
Maintain Northland College Confidentiality
Do not post confidential or proprietary information about Northland College, its students, its alumni, or your fellow employees. Use good ethical judgment and follow the College’s policies and federal requirements, such as the Health Insurance Portability and Accountability Act (HIPAA) of 1996 and the Family Educational Rights and Privacy Act (FERPA).
Do not discuss a situation involving named or pictured Northland community members on a social media site without their permission. As a guideline, do not post anything that you would not present in any public forum.
Before composing a message that might act as the “voice” or position of the College or a school/department, please discuss the content with your supervisor or the dean/chair of the school/department or his or her delegate. If you ever have any question about whether a message you are crafting is appropriate to post in your role as a Northland employee, talk with your supervisor before you post.
Respect College Time and Property
It’s appropriate to post at work if your comments are directly related to accomplishing work goals, such as seeking sources for information or working with others to resolve a problem. You should participate in personal social media conversations on your own time.
What you write is ultimately your responsibility. Participation in social computing on behalf of Northland is not a right but an opportunity, so please treat it seriously and with respect. Keep in mind that if you are posting with a College username, other users do not know you personally. They view what you post as coming from the College. What you say directly reflects on the College. Discuss with your supervisor the circumstances in which you are empowered to respond directly to users and when you may need approval.
Make sure that you have all the facts before you post. It’s better to verify information with a source first than to have to post a correction or retraction later. Cite and link to your sources whenever possible––that’s how you build community.
Marketing Communications reserves the right to disable or temporarily unpublish Northland College social media accounts that are dormant (no posts, no activity) for more than SIX months, as such stagnancy reflects poorly on the College.
When page editors and administrators, especially students, have left the college and no longer require access to social media accounts, you must update/adjust your page roles immediately. Please contact the Office of Marketing Communications any time an admin is removed or added.
Abide by the College Brand Guidelines. For social media profile avatars, Marketing Communications will provide graphic assets upon request of a new page.
The Internet is open to a worldwide audience. When using social media channels, ask yourself:
This policy was compiled from various sources including UW-Madison and University of Michigan, Ann Arbor.