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(1) This Policy provides direction for La Trobe University staff when engaging media. (2) The Policy objectives are to: (3) Defines the procedures La Trobe staff are required to follow and the responsibilities they have when engaging/interacting with the media. (4) Requests for all new and ongoing media engagement/interaction must be made through the Manager, Media & Communications or Media Liaison Officer(s) for advice and initial approval. (6) This Policy defines the responsibilities La Trobe staff have when engaging/interacting with the media, ensuring the University’s reputation and brand are protected while receiving the best possible, accurate and positive media coverage. (7) All media engagement and liaison must be handled through the Marketing & Engagement Division. All staff wishing to contact the media must gain initial approval from the Manager, Media & Communications or from a Media Liaison Officer. (8) All media releases must be prepared and distributed through and in collaboration with the Manager, Media & Communications and/or Media Liaison Officer(s). (9) All staff contacted by the media must advise the Manager, Media & Communications or Media Liaison Officer(s) before speaking any further with the media. (10) Staff are not permitted to represent themselves as spokespersons for La Trobe University unless authorised to do so. (11) Official University statements must be authorised by the Manager, Media & Communications, Media Liaison Officer(s), Executive Director, Marketing & Engagement or the Vice-Chancellor. (12) University staff are encouraged to take pride in their professional achievements and contribute to academic discussion in their professional field. Preferably all staff should talk to the Manager, Media & Communications or the Media Liaison Officer(s) prior to engaging with the media, and / or attend one of media training courses regularly offered by the Media and Communications Unit. However there may be situations where consultation with the Unit might not be possible. In these cases, staff should let the Manager, Media and Communications know of the media engagement situation in which they were involved. Staff are required to make it clear to the media that it is their academic viewpoint being expressed and not the University’s. (13) Staff must not engage the media in any activity or comment that may bring the University’s goodwill, reputation or public image into disrepute. (14) For the purpose of this Policy and Procedure: (15) Responsibility for implementation – Specific responsibilities are delegated as follows. (16) Responsibility for monitoring implementation and compliance – The Media and Communications Unit and the Office of Executive Director will be responsible for reviewing this Policy and related guidelines and procedures, monitoring implementation and compliance.Media Engagement Policy
Section 1 - Background and Purpose
Section 2 - Scope
Top of PageSection 3 - Policy Statement
Section 4 - Procedure
Part A - Media Liaison
Part B - Official Spokesperson
Part C - Academic Comments
Part D - Bringing University into Disrepute
Section 5 - Definitions
Top of PageSection 6 - Stakeholders