College Policy

Advertising and Event Promotion - PDF

Section: Communication Guidebook
Subject: Advertising and Event Promotion
Approved by: Cabinet Applies to: Faculty, staff, students, volunteers
Effective date: Nov. 9, 2004

COLLEGE POLICY

LaGrange College’s communications to external audiences play a crucial role in shaping the image of the institution among various constituency groups, including prospective students and their parents, alumni and donors. As a result, communications in the form of advertising and event promotion must enhance the College’s image and help to achieve institutional goals.

To facilitate these objectives, LaGrange College places conditions and guidelines on advertising and event promotion. These guidelines aim to facilitate the placement of such communications, while promoting a consistent, distinctive and unified image of the College.

The LaGrange College Communications and Marketing Department is responsible for setting and administering these conditions and guidelines.

PROCEDURE

Advertising encompasses a wide range of media. From broadcast and cable TV, radio and Web to periodicals, outdoor signage and cross promotions, all fee-based advertising is encompassed by this policy.

To accomplish the policy objectives outlined above, the content, placement and timing of all such advertising must be approved in advance by the Communications and Marketing Office (CM). For advertising that is funded through the CM budget, requests for new advertising should be made to CM at least one month prior to the first run date of the advertising. If extensive creative work will be required, as in the case of television advertising, more lead time is required. For placement of an existing advertisement, contact the CM office at least two weeks prior to the desired run date. CM will provide creative assistance and purchase media on the requesting person’s behalf, always working to strategically promote the College in the most cost-effective manner.

For advertising not budgeted through Communications and Marketing, the requesting department must indicate along with the request how the advertising will be funded. In such cases, the requesting group is advised to contact CM during the creative phase of the advertising production. Regardless, please allow at least two weeks for CM to sign off on the content, placement and timing of the advertising.

Requests for advertising/approval should be made in writing, preferably via e-mail, to the CM Director. In all instances, CM has the final determination on all issues relating to brand and visual identity.

Classified job advertisements may be placed directly with the College Human Resources Specialist. Display job advertisements for the Chronicle of Higher Education should be coordinated with CM. Other display job advertisements can be placed through Human Resources but must follow the College’s Visual Identity guidelines. Unless you are dealing with a routine contact/outlet, consult with CM to ensure that such guidelines are followed.

Event Promotion: The Communications and Marketing Office wishes to support College activities that aim to advance the entire institution. If you would like information about an event released to the media, you must work with the CM staff for a release to be created. All press/news releases for LaGrange College are sent ONLY through Communications and Marketing.

To request a release, complete the short form found at http://www.lagrange.edu/communications/pressreleaseform.php (attached to this policy). This form asks for a few significant facts about the event. It must be completed at least three weeks prior to the activity.

Upon review, the CM staff will determine whether a release about the event or activity will likely be published and whether there is sufficient staff time to complete a release. The event contact will be notified of the decision. If a release is to be created, the contact will be asked to supply additional information.

Please keep in mind that CM cannot control what newspapers print or when, or what broadcast media air or when. However, if lead time is sufficient and the information is of interest to the public, the information generally will receive placement.

Requests for inclusion of events/activities in the internal FYI newsletter can be made by contacting the Assistant Director of Media Relations in Communications and Marketing.

Remember that it is not the responsibility of Communications and Marketing to guarantee an audience for an event. Planners may want to consider paid advertising as a means of attracting an audience for unique or large-scale functions.

CM is not responsible for creating on-campus posters or other display material regarding events. If such materials are used, remember that they must follow the Visual Identity Program and the campus Posting Policy, which is administered by the Vice President and Dean for Student Life and Retention.

SUMMARY

Advertising and event promotion must enhance the College’s image and help to achieve institutional goals. The content, placement and timing of all advertising must be approved in advance by the Communications and Marketing Office. To promote an event to the media via nonpaid means, request a press release by completing the short form found at http://www.lagrange.edu/communications/pressreleaseform.php .

Crisis Communication - PDF

Section: Communication Guidebook
Subject: Crisis Communications
Approved by: Cabinet
Applies to: Faculty, staff, students, volunteers
Effective date: April 29, 2005

COLLEGE POLICY

The role of the Communications and Marketing Office during and immediately following a crisis is to collect and convey appropriate information to both internal and external constituents. In every crisis, the primary goal of all College employees is the security and well-being of students, faculty and staff.

A crisis situation is defined as any circumstance or event identified by the President as having a real or potential major impact on the campus community as a whole. Examples include explosions, hazardous chemical spills, fire, a hostage or firearm situation, major accidents, violence, unexpected deaths and natural disasters. It does not include incidents of isolated crime, which are routinely handled by the Student Life Office and the LaGrange Police Department.

Crisis communications most frequently occur during the period immediately following a situation that has widespread interest among the local, regional, state and national community, thus generating greater media focus and requiring the College’s full attention for the duration of the situation.

When a crisis occurs, decisions often have to be made without the luxury of examining every aspect of a situation. Surprise, insufficient information and an escalating flow of events should be anticipated.

Each crisis or emergency will require a unique communications response. Two key elements, however, are universal:

• In many cases, the only information the public receives about an emergency is through the media; therefore, media relations is an essential element of any crisis plan.
• A crisis situation is “big news” and is likely to result in more public exposure for the College than hundreds of “good news” stories.

PROCEDURE

General

1. If a situation requires immediate police, fire department or ambulance response, College personnel should dial 911 to advise authorities of the situation. Then, they should dial campus extension 8000 to ensure that College administrators are advised of the situation. (After normal business hours, the caller should make every effort to notify College administration of the situation.)
2. At the President’s request, the Communications and Marketing Office will set up a Crisis Communications Center on campus. The Crisis Communications Center will remain open 24 hours a day for the duration of the crisis.
3. During an emergency, the Director of Communications and Marketing, Vice President for Advancement, President or his/her designee will serve as the College spokesperson with the media. The name and telephone number of the spokesperson will be provided to all staff for referral of media phone calls.
4. At the onset of a crisis, key points of contact (switchboard operator, campus emergency response team, etc.) will be reminded to direct reporters’ calls to the Communications and Marketing Office. They should not comment on the incident, but get the reporter’s name, media outlet he/she represents, phone number and questions, and report the inquiry immediately to Communications and Marketing.

Phases of Communications Response

1. Immediate: In consultation with the campus emergency response team, the President, Vice President for Advancement and the Director of Communications and Marketing will determine if an official statement or fact sheet should be prepared and released. If warranted, they also will develop answers to specific questions that may be asked by the media. Once approved by the President, these materials will form the basis of the College’s response to the media. In cases of significant crisis, a press conference may be called. In such situations, the President, Vice President for Advancement or highest ranking representative available will convey the College’s response and address public concern. The recommended site is the Student Center Assembly Room at a time no later than 3:30 p.m. In cases involving employee or student injuries or deaths, families will be notified by appropriate personnel before information is released to the public. Internal College audiences must also be included in the communications response to a crisis. The College Web site and e-mail and voice-mail systems will be used to convey accurate and timely information to faculty, staff and students. The Communications and Marketing Director will decide whether photographers/videographers need to be assigned to document the scene. He/she also will determine whether it is appropriate to allow location shooting by TV and newspaper photographers and will decide who should accompany them.
2. Ongoing: As a crisis or emergency situation unfolds, the Communications and Marketing Office will keep the public and constituents up to date with factual information and appropriate response measures.
3. Recovery period: As long as necessary, the Communications and Marketing Office will issue updates, then will scale back activities as warranted. At the end of the crisis situation, the Director will schedule a meeting of all key communications players to review actions taken and lessons learned. These will be included in a report to be forwarded to the Cabinet.

Aspects of responding to a crisis or emergency not directly related to communications are addressed in the Disaster Response Plan portion of the campus health and safety policy, available at http://home.lagrange.edu/healthandsafety.

SUMMARY

A crisis situation can result in more public exposure for the College than countless “good news” stories. In such situations, only the Director of Communications and Marketing, the Vice President for Advancement, the President or his designee can serve as the College spokesperson. Reporters’ calls or invitations for comment should be reported immediately to the Communications and Marketing Office.

Media Relations - PDF

Section: Communication Guidebook
Subject: Media Relations
Approved by: Cabinet
Applies to: Faculty, staff, students, volunteers
Effective date: April 25, 2005

COLLEGE POLICY

A main objective of the Communications and Marketing Office is to enhance LaGrange College’s reputation. Media relations, which includes press contacts ranging from a simple inquiry to a news conference, represents a significant opportunity to help achieve that goal. The media’s influence on college stakeholders—including current and potential students and donors, alumni, community members, faculty and staff—points to media relations’ importance.

The Communications and Marketing Office is responsible for LaGrange College media relations and directs the college’s contact with the media to ensure that such interaction does, indeed, enhance the college’s image and move it toward its vision. This responsibility includes both proactive and reactive involvement.

Proactive media relations takes place when the college reaches out to the media to convey its own messages, often promoting college milestones, innovative programs and achievements. Reactive media relations takes place when the college is contacted to respond to a media inquiry.

In either instance, it is vital that honest and accurate information—that aligns with the college’s objectives—is provided.

PROCEDURE

Proactive Media Relations

Communications and Marketing is the direct link to the media, and all media contact flows through Communications and Marketing. Press/news releases for LaGrange College are sent only through Communications and Marketing.

If you become aware of information that you think should be released to the media, let the Communications staff know. The News and Feature Writer should be your first point of contact.

If you would like a release created about an event, make your request at least three weeks prior to the date. (More information about event promotion can be found in the Advertising and Event Promotion policy found at www.lagrange.edu/communications.)

The Communications staff will determine whether a release on a given subject has merit and whether it will likely be published. Please keep in mind that Communications cannot control what news outlets publish or when, or what broadcast media air or when.

Oftentimes, the wide range of expertise of college faculty and staff can benefit the media and present the college in a favorable light. The Communications and Marketing Office regularly attempts to place college representatives in media stories or in civic settings.

Reactive Media Relations
(What to do when a reporter calls)

The media contact LaGrange College for a number of reasons. If the area of inquiry involves an administrative topic, a Cabinet-level spokesperson will likely be the appropriate contact. If, however, the inquiry involves a specific academic discipline, a faculty member will often be the best contact point.

If you are approached by a reporter and the subject matter involves an administrative or collegewide issue, refer the reporter to the Communications and Marketing office. If the inquiry involves your personal area of expertise or “expert” opinion, you are free to set a tentative time to be interviewed (at least two hours away) and then call Communications and Marketing to inform the office of the inquiry.

For collegewide issues, Communications will determine the appropriate campus person to address the subject, and will work with the resource to gather information and create talking points on the topic. For “expert” inquiries, the office will confirm that the subject should be addressed, and will brief the person on media interviews, possible talking points and potential pitfalls.

Communication during a crisis situation is covered in the Crisis Communications policy found at www.lagrange.edu/communications.

Awareness Leads to Preparedness

Advance notice of a topic that may provoke media interest is extremely helpful. If you become aware of such subject matter, please pass it along to Communications and Marketing so that the groundwork for a response can be laid. The college’s chances of being portrayed favorably are much greater if there is time for adequate preparation.

Likewise, if you see news vans, reporters or photographers on campus, please notify Communications immediately. If the News and Feature Writer is unavailable, contact the Director of Communications and Marketing. If he/she is unavailable, contact the Development Communications Specialist, who also is trained in media relations.

SUMMARY

The college’s Communications and Marketing Office is the institution’s direct link to the media, and all media contact flows through it. Press/news releases for LaGrange College are sent only through this office. If you become aware of information that you think should be released to the media let the Communications staff know. If you are approached by a reporter and the subject matter involves an administrative or collegewide issue, refer the reporter to the Communications and Marketing office. If the inquiry involves your personal area of expertise or “expert” opinion, you are free to set a tentative time to be interviewed (at least two hours away) and then call Communications and Marketing to inform the office of the inquiry. If you see news vans, reporters or photographers on campus, please notify Communications immediately.

Tips for Media Interviews

Before the Interview:

• Know who the reporter is, what media outlet he or she works for, and what specific subject will be discussed.
• Develop the key points that you want to be sure to communicate. Consider the worst or most difficult question you may be asked.
• Remember: Appearance is important, especially if it’s a television interview.

During the Interview:

• Don’t relax too much. Jokes, gossip and cynical or silly remarks are out of place in an interview.
• Keep your answers clear and concise. When dealing with technical or complex information, make sure the reporter understands what you are talking about.
• Don’t let the reporter put words in your mouth.
• If you don’t know the answer to a question, say so and offer to find out and provide the information later.
• Avoid being defensive.
• Don’t say “no comment.” Simply say, “I don’t want to talk about that right now,” or explain why you can’t address a specific topic (e.g. “We won’t know for sure until an internal investigation is completed.”). Turn the interview to what your key messages are.
• Assume everything you say will be quoted. Don’t speak “off the record.”
• Don’t hesitate to state your main point or key messages more than once.

After the Interview:

• Let the reporter know you will be available to confirm facts or details. Contact them with late-breaking information, if appropriate.
• Don’t expect to see the story before it is released. Most reporters do not let sources review stories.

Publications and Printing - PDF

Section: Communication Guidebook
Subject: Publications and Printing
Approved by: Cabinet
Applies to: Faculty, staff, students, volunteers
Effective date: Jan. 11, 2005

COLLEGE POLICY

LaGrange College’s publications are among the most effective means of creating and shaping the image of the institution. Because of this vital role, it is essential that College publications reflect high standards in writing, photography and design.

Publications include magazines, brochures, newsletters, flyers, posters, programs, invitations, catalogs, cards, post cards and other miscellaneous materials such as tickets, folders, table tents and certificates.

Likewise, the use of the College’s official trademarks in these publications must also reflect the high standards of the institution. The College’s logos and seal are valuable visual assets that must be used carefully and consistently.

To ensure that publications and the official symbols reproduced within them reinforce our institutional identity, LaGrange College places conditions and guidelines on them. The LaGrange College Communications and Marketing Office is responsible for setting and administering these conditions and guidelines.

PROCEDURE

Style Guide

To assist those preparing College publications in providing a consistent message to the wide range of College audiences, a style guide has been prepared. It provides direction for written communication and also helpful facts about the institution. The guide can be found at http://www.lagrange.edu/communications and is attached to this policy.

Visual Identity Program (Official Marks)

The College’s logo (wordmark), seal and athletics logo are essential components of its institutional identity. Proper and consistent use of each is vital to the institution’s branding and marketing efforts.

College logo (wordmark)
Proper use of the College logo (wordmark) is described in detail in the Visual Identity Program guidebook found here.

Licensing
LaGrange College’s name is registered through the state of Georgia and is a legally owned trademark. Accordingly, the College is required by law to control the use of its name or risk losing ownership of it. To accomplish this, a centralized graphic review policy has been developed.

Any intended use of the LaGrange College name or logo on merchandise, whether it is to be sold or given away, must be approved by the Communications and Marketing Office. This policy applies to all College departments, alumni and student groups. Approval artwork may be e-mailed, faxed or personally delivered to the Assistant Director for Publications in the Mitchell Building. Call 880-8247, or fax 880-8763 or e-mail sjackson@lagrange.edu.

The Assistant Director for Digital Media and Design also is the custodian of the LaGrange College logo library and will share artwork as needed with the College community and constituents.

All merchandise imprinted with a LaGrange College logo must feature a trademark emblem (™) below and slightly to the right of the logo. Contact the Assistant Director for more information regarding trademark symbol placement.

College seal
The current College seal first appeared in the 1916-17 catalog. Translated from Latin, the motto encircling the globe reads, “Greater than the body are the pleasures of the mind.”

The LaGrange College seal should be reserved for use on official documents (such as diplomas) and on documents originating in the President’s and Registrar’s offices. The seal should not be used as the primary identifier on stationery or business cards.

Athletics logo
The LaGrange College Panther is the identifying mark for the College’s athletics programs. Guidelines for proper use of the Panther are being developed and will be added to this policy when complete.

Creative Services

Ideally, the Communications and Marketing Office would provide editorial, design and photographic services to meet all campus needs. Staffing and workload, however, make that impossible. As a result, the following guidelines are used to prioritize projects undertaken by the office.

The Advancement Division and the President’s Office are the primary clients of the Communications and Marketing Office. Projects for other campus groups will be evaluated on a case-by-case basis, and a decision to undertake them will be made based on current work load and the strategic benefit to the institution.

If printed materials are developed by outside vendors, they must follow the guidelines outlined below.

Copy/Mail Center and Outside Printing Vendors

The Copy/Mail Center is the only approved source for College stationery, business cards, name tags and shipping labels. The Center also can provide College note cards, labels and related supplies. Contact Copy/Mail at 880-8765 to request such items.

The Copy/Mail Center also provides some design assistance and production/assembly of simple printed materials.

If printed materials must be designed by outside firms, it is the responsibility of the College department contracting the work to ensure that Visual Identity Program guidelines are followed. Contact Communications and Marketing for a copy of program guidelines to provide to vendors. Two LaGrange-area printers are well-acquainted with VIP guidelines: Stephens Printing (706- 884-8730) and Classic Design Printing (706-884-1417).

Any printed items mailed off campus (except those on stationery) or those handed out to an external audience (not faculty, staff or students) must be approved by Communications and Marketing before printing. Submit a final proof before printing to the Assistant Director of Digital Media and Design (e-mail sjackson@lagrange.edu). Approval will be given within 48 hours (business days) of submission.

Such approval will pertain to the College Visual Identity Program and style guide and will not imply sanctioning of all content.

For more information on the guidelines outlined above, contact the Communications and Marketing Office.

SUMMARY

Since they are among the most effective means of creating and shaping the image of the institution, College publications must reflect high standards in writing, photography and design. The Communications and Marketing Office maintains a Style Guide (written communication) and Visual Identity Program (official marks) to help accomplish that goal. Both can be found online at www.lagrange.edu/communications. The Copy/Mail Center is the only approved source for College stationery, business cards, name tags and shipping labels. Other printed items to be mailed or given to an external audience must be approved by Communications and Marketing before printing. All official publications of the College, such as admission materials, bulletins, advancement materials and similar items must be reviewed prior to publication by the Senior Director of Communications and Marketing for consistency in design and appearance.