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HomeMy WebLinkAboutP 136 COM - Media Relations and Designated SpokespersonsPOLICY P.136.COM TITLE: MEDIA RELATIONS AND DESIGNATED SPOKESPERSONS Date issued: 11 March 2004 Last Revised: Authorization: Board: 08 March 2004 1.0 OBJECTIVE To communicate effectively to our community, information on the activities and events taking place at the Ottawa-Carleton District School Board, as well as the policies, procedures and positions adopted by the Board of Trustees. 2.0 DEFINITIONS In this policy, 2.1 Media for the purposes of this policy is defined as print and electronic news and information outlets. Print media are mostly comprised of daily, weekly and monthly newspapers, magazines and journals. Electronic media are comprised of television, cable and radio outlets, as well as on-line news publications. Each medium is governed by its unique time, space and visual requirements. It is the role of Communications and Information Services to understand and work within these media requirements for the benefit of the school district. 2.2 External audiences for the purposes of this policy, are defined as the media, the elected officials and the general public. 2.3 Internal audiences for the purposes of this policy, are defined as being the various employee groups of the school district. 2.4 A crisis for the purposes of this policy, is defined as any event which seriously impacts the school district’s ability to conduct business in a normal fashion. 3.0 POLICY 3.1 The Chair (or designate, normally the Vice-Chair) is the spokesperson for the Board and is responsible for external communications regarding matters under consideration by the Board, as well as explaining Board decisions and positions. Communications will -1- P.136.COM assist the Chair to prepare for interviews, in preparing speeches, letters to the editor and other reports presented on behalf of the Board of Trustees. 3.2 The Director (or designate), will have primary responsibility for external communications with respect to matters regarding the operation of schools and programs, and for providing factual information, but will not take a political position on matters before the Board. 3.3 The Director (or designate) will be the primary spokesperson on behalf of the school district for internal communications. Internal communications are communications with employees of the school district and recurring communications of an operational and administrative nature with students, parents, and school councils. 3.4 The Chair (or designate), will also have responsibility for certain internal communications. 4.0 SPECIFIC DIRECTIVES NOTE: It is important to promote balanced news reports, to the best extent possible, through timely and accurate communications with the media. To that end, the following media relations directives have been identified, along with the designated spokespersons appropriate to the issue or type of media inquiry. 4.1 When a major issue arises, the Director, with support from Communications staff, will consult applicable senior and support staff to produce a communications brief. This brief is to be circulated to the Chair and Vice-Chair of the Board, Trustees, the Director and other senior staff and in some cases, managers/principals or division heads on a need to know basis. The intent of the brief will be to provide the current factual background and key messages surrounding an issue. 4.2 The Chair (or designate), in collaboration with the Director and appropriate staff, will play a pivotal role in crisis communications. 4.3 Communications and Information Services will function as ‘press secretary’ taking incoming media calls and co-ordinating interviews. A central clearing point ensures spokespersons are fully briefed and prepared prior to interviews. It is understood that this is a service for trustees as appropriate. 4.4 The Director of Education is authorized to issue such procedures as may be necessary to implement this policy. 5.0 REFERENCE DOCUMENTS Municipal Freedom of Information and Protection of Privacy Act CSA Privacy Code Privacy Protection Guidelines, Ontario Management Board Secretariat Board Policy P.002.COM: Board-Community Relations Board Policy P.073.GOV: Board Member Code of Ethics -2- P.136.COM Board Policy P.048.GOV: Board Guiding Principles Board Policy P.093.SCO: Confidential Communications between Students and Staff Board Policy P.092.SCO: Crisis Prevention, Intervention and Response Board Policy P.046.SCO: School Communications: Distribution of Materials to the Home via Students Board Procedure PR.536.SCO: School Communications: Distribution of Materials to the Home via Students Board Procedure PR.607.SCO: Crisis Prevention, Intervention and Response Board Procedure PR.608.SCO: Confidential Communication between Students and Staff -3- P.136.COM