NCCU's Office
of Public Relations
Page
Contents/Links:
About Us:
North Carolina Central University Office of Public
Relations has a responsibility to NCCU’s employees, students
and alumni to enhance the image of the institution by developing
image building strategies designed to keep the public informed about
the University’s staff, students, programs and activities.
The Office of Public Relations is also responsible
for final review and sign-off on the design of all university publications
for external audiences. Content and proofing are the responsibility
of the creating department or school. The publications coordinator
is to assist departments with the design of their newsletters and
compliance with university style requirements.
The Office of Public Relations is primarily responsible
for releasing information to the news media. To assure coordination
of media relations, only two offices are authorized to issue news
releases or to hold news conferences on behalf of the university
— the Office of Public Relations for university-wide activities
and the Sports Information Office for athletic activities. All news
releases and news conferences must be coordinated through one of
those offices.
The release of information to the media during
a crisis situation MUST be coordinated through the Office of Public
Relations. This office is responsible for the dissemination of appropriate
statements, news releases and/or stories about the crisis or situation
concerning North Carolina Central University.
Staff:
Departmental List Now Available via NCCU Official Online Directory
MEDIA POLICY
As a public university supported with tax dollars,
North Carolina Central University has a responsibility to be open
and responsive to requests for information from the public and the
news media.
Faculty and staff are encouraged to give interviews
to the media when asked, and to provide information on matters within
their field of expertise in a timely and courteous manner. You do
not need permission from the Office of Public Relations before agreeing
to an interview. The Office of Public Relations serves as a tool
to help reporters find the right person to interview for a topic.
As a courtesy, however, if faculty/staff agree to participate in
an interview, please contact the Office of Public Relations so we
may obtain a copy of the article and keep it in our files.
If you are not experienced in handling questions
from the media, or have not established a relationship with the
journalist who is requesting information, please feel free to contact
the Office of Public Relations for tips on interviewing (i.e. answering
questions for print media versus broadcast) or to address any concerns.
Administrators, faculty and staff should consult
with the Office of Public Relations or the Office of Legal Affairs
if they have questions about releasing information that may be of
a sensitive nature,( i.e. firing of an employee, sexual harassment,
etc.). If you are faced with a potentially controversial situation,
it is crucial that you discuss the matter with communications staff
in the Office of Public Relations before it becomes public. In instances
where there is a question about the legality of releasing information,
the Office of Public Relations and any other campus units receiving
information requests should consult with the Office of Legal Affairs.
PRESS RELEASES
The Office of Public Relations prepares and distributes
press releases to local, regional, and national media. The press
releases range from major stories about achievements by faculty,
administrators and students to public service announcements. Some
stories may be distributed only to the local media depending on
subject and relevance.
OFFICE OF SPORTS INFORMATION
The Office of Sports Information is responsible for publicizing
information regarding NCCU’s intercollegiate varsity athletic
teams. The office publishes all athletic publications and news releases,
coordinates athletic photography, maintains statistical data on
teams, maintains athletic web pages and serves as the department’s
contact with the NCAA and the conference (Central Intercollegiate
Athletic Association). The Sports Information Director will ensure
compliance with NCCU’s graphic identity and technical standards,
including athletic marketing and publications.
ADVERTISING
The Special Assistant to the Chancellor for Public
Relations and Communications or designee must approve in advance
all paid advertising (print, broadcast, billboard and radio) and
student recruitment, marketing and fund-raising videos. This does
not include paid ads for hiring personnel.
UNIVERSITY SPOKESPERSON
The Chancellor is the official spokesperson of
the university. The Chancellor has designated the special assistant
to the Chancellor for Public Relations and Communications the official
spokesperson in matters of weather emergencies, crisis situations
and other occasions. This individual also provides the point of
contact between media and university resources and provides referrals
to proper sources of information within the university community.
PHOTOGRAPHIC SERVICES
Photographic assignments for the University’s
programs and activities are also the responsibility of the Public
Relations Office. University officials and students who desire photographs
for university related activities must receive approval from the
Public Relations Office. A request for photographic services form
must be completed and returned to the Public Relations Office at
least three days before the planned activity.
COMMUNICATIONS GRAPHICS, PUBLICATIONS & STYLE MANUAL - Summary
NOTE: The full manual is
available as a PDF document.
The Office of Public Relations submitted for
review and approval by the North Carolina Central University Board
of Trustees, the attached manual that includes policies on publications,
use of university mascots, media policy, the release of official
information, advertising and web procedures. The board approved
the policies in the manual on April 23, 2003.
The manual includes a new name logo that can be
used for informal purposes on recruitment material, in advertising
and in other publications. This logo was designed by Creative Mark,
a Durham integrated marketing/communications firm, with input from
a university committee appointed by the chancellor. The university’s
seal, however, remains the official logo for North Carolina Central
University and is the primary coordinating element for University
business cards, letterhead and formal programs.
The purpose of this manual is to present in one
place the basic guidelines for the university’s graphic identity
package. It specifies protocol for communications materials and
should be used by those who are involved in any phase of development,
purchase, implementation, or supervision of the University’s
diverse medium of communications.
The guidelines in this manual are provided to assist
university personnel as they work to develop communications. There
are wide boundaries for innovation within this system. This manual
should guide creativity rather than inhibit it. This manual also
provides guidelines and assigns responsibility for maintaining the
NCCU Web site. Further, it describes the procedures for establishing
and operating sub-sites and links.
The policy states that any deviation from the policies,
guidelines and standards must be submitted to the special assistant
to the chancellor for public relations and publications who will
present it to the Communications Committee for approval. Any appeal
of the Communications Committee’s decision must be made to
the Chancellor’s Cabinet.
Members of the University’s Communications
Committee include: Sharon Saunders, special assistant to the chancellor
for Public Relations; Roland Gaines, vice chancellor for Student
Affairs; Lydia Lavelle, director of alumni relations for the Law
School; Monica Price, marketing coordinator for University College;
Percy Murray, who served as chair of the Faculty Senate; Robert
Lawson, University Illustrator; Reco Chavis, marketing manager for
Business Services; Kyle Serba, director of Sports information; Roger
Gregory, Director of Alumni Affairs; Freddie Parker, professor of
history; Desretta McAllister, professor of Library Science; Janice
Harper, associate dean of the School of Education; Robert Chapman,
director of Student/ Professional Development and Kian Brown, president
of Student Government Association.
TIPS FOR DEALING WITH THE MEDIA
Why Should You Talk to the Media?
Print and broadcast media are powerful and influential
and reach out to touch people in all walks of life. Just think of
the millions of people who read daily newspapers; who listen to
newscasts and talk shows on the radio; who view evening news events
on television; and who subscribe to newspapers, magazines and trade
journals.
At NCCU, we rely on the state and federal governments
and on funding agencies for the more than $145 million it takes
to finance the university each year. Consequently, it is crucial
that we do whatever we can to demonstrate to governments, agencies,
taxpayers and donors that their money is well spent.
One of the most effective and far-reaching ways
to get that message across is through print and broadcast media.
By communicating effectively with the press, faculty and staff obtain
greater public awareness of their achievements and the university
receives recognition for its efforts in the social, cultural and
economic life of the community.
Stories that demonstrate how North Carolina Central
University is energetically pursuing its mission of excellence not
only make a persuasive argument for recruiting top-flight faculty
and students, these stories encourage financial support.
By working with the media in the right way, NCCU
can communicate its mission in the best light.
What to Do When the Media Calls
First, decide whether you will grant the interview. To help you
decide, here are some questions to ask:
• What is the subject of the interview?
• Are you the appropriate person to answer questions about
the topic?
• Who is the reporter and where does he/she work?
• What will be the format of the interview? Live? Taped?
Telephone? Is it a feature story, or a news story?
• Where will the interview be conducted and how long will
the interview be?
• What is the reporter’s deadline?
Tips for Effectively Dealing With the Media
• Prepare. If you are the right person to
answer the journalist’s questions, think of the one or two
main points or responses that you want to get across before entering
the interview. Have relevant facts at your fingertips. Resist the
temptation — or pressure — to reply at once. Ask “Is
there anything else you need to know?” Make a note of the
questions. Once you fully understand the story, ask yourself: “Do
I know the issues well enough to make an informed comment right
away?” If you want to check your facts, have a word with someone
or just think about the issues; do not feel you have to answer immediately.
You should, particularly for the broadcast media, think about summarizing
the issue into a few simple key points.
• Call back quickly. Media are generally
under tight deadlines, and the earlier you respond, the more likely
it will be that you will be included in the story. Make sure you
call the journalist back before the deadline, even if it’s
just to explain an unforeseen obstacle. A missed deadline is a missed
story. Alternatively, the story could still be used but may report
that you were unavailable for comment, implying indifference or
defensiveness.
• Handling a tough situation. If you know
you are being asked about a very controversial issue, ask your own
questions. Say: “I know you can’t reveal your sources
but can you give me an idea how you knew this was happening?”
Try to find out who else the journalist has spoken to — you
may get an idea of the angle of the story. If a journalist quotes
something particularly inflammatory, don’t react. Make a note
of it for your own response.
• Be ready to explain the issue carefully
and patiently. While reporters, particularly specialist reporters,
may have a good knowledge of the background, do not assume this.
Respect the fact that they know a good story and are interested
in what you do. If you can, offer to send the information to them,
ideally by fax.
• Listen. Make sure you know what question
you are answering. Sometimes the question itself can suggest appropriate
ways to focus or phrase an answer.
• Get to the point. Capture the essence of
what you want to say in the first one or two sentences of your response,
and add details later.
• Keep it simple. Most journalists are looking
for clear, simple quotes that can be understood by a wide audience.
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