• In an emergency, the University should use care not to prejudice its own position.
• The University should use extreme caution in accepting or attributing blame/responsibility. The University should release/confirm only obvious or skeletal facts.
• Details of an incident that may be criminal in nature, can usually be obtained from police or other law enforcement authorities; actual causes and responsibilities for the incident may be determined only after an investigation.
• Transcripts, curriculum vitaes, resumes, and letters of reference are confidential and must not be released without the written consent of the individual.
• The University is not subject to freedom of information legislation.
Guidelines for Official Spokesperson • The spokesperson will be responsible for articulating the university’s position only upon the authorization of, and as directed by, the President.
• Never offer your personal opinions: you are representing the university’s position.
• Stay in contact with the Emergency Communications Unit. Keep that unit informed of your location and a telephone number or other means of reaching you.
In a news conference or interview: •
Identify the university’s key messages and put them in point form. • Rehearse your statement; go through a mock news conference or interview • Keep statements brief, simple, and to the point • Only answer the question asked – don’t volunteer information beyond the specific point of the question • Stay within the predetermined boundaries for the communication • Don’t be afraid of “dead air” when you’ve finished what you want to say • Take time to think before answering questions • Don’t be tempted to relax during an interview • Be politely assertive in communicating, not passive • Remain calm and courteous in face of hostile questions; don’t argue • Avoid academic, institution and technical jargon • Avoid speculation; don’t answer hypothetical questions • Don’t accept or lay blame • Correct major errors, and challenge rumors but don’t respond as if they were legitimate • Avoid false assumptions and inflammatory statements • Avoid loaded word but don’t hesitate to express compassion • Avoid the words “no comment”; explaining why you can’t or won’t answer a question: policy, legal matter in courts, confidential personnel matter, facts not available • Never assume that anything stated “off the record” is actually off the record. • Always assume that every microphone is n and your word are being recorded. • Answer questions considering the public interest
22
Powered by FlippingBook