Media Policy and Practices

The news media provide an important communication channel to the citizens of Greensboro, the region, state and nation. Public understanding and support of Guilford College's programs can be enhanced through the maintenance of good working relationships with the media and the provision of information in a cooperative, coordinated fashion. This policy pertains only to matters related to the college or that would affect the college. Also, persons related to the college should be clear that they are not representing the college when stating personal opinions.

Guilford's media policy and practices are based on a commitment to supplying information to which the media have a just and reasonable claim. Policies and practices take into account Guilford's status as a private higher education institution and federal laws governing the release of information. With that in mind, there may be limitations to protect the rights of students or employees.

Contact with the Media

1. It is expected that direct contact between the college and the media will be initiated by or through the Office of Communications and Marketing. Having a reliable one-stop shop fosters media confidence in the institution and ensures that the college speaks with "one voice," especially on sensitive issues.
2. The college maintains a media source guide online, and reporters are encouraged to make direct contact with faculty, staff and administrators listed in the guide on non-sensitive issues. Communications and marketing staff is available to assist media with contacting other members of the college community.
3. Student contact information will not be released by the Office of Communications and Marketing without permission of the student. In most cases, college relations staff will ask a student to return the media call. The college switchboard does not release student contact information.
4. Occasionally, there will be a need for media to contact a member of the administration, faculty or staff at home after regular business hours. The communications and marketing staff will handle these requests with appropriate sensitivity.
5. In speaking with the media, an individual should answer a reporter's question as fully and openly as possible. If an individual is uncertain as to how much information should be provided, it is appropriate to redirect the inquiry to the next administrative level or to the Office of Communications and Marketing.
6. If a media representative requests a copy of an internal document that has not been publicly released, this request should be directed to the Office of Communications and Marketing.
7. When speaking with media representatives, consider the following tips:
   • When possible, prepare your message with three to five key points.
   • State important facts first. Be concise and avoid complex explanations. Electronic media are in search of "sound bites."
   • Tell the truth. Don't guess at the facts and don't exaggerate. If you cannot answer the question, give a reason and/or offer to obtain additional information.
   • Avoid saying "no comment."  This gives the impression you have something to hide. Rather, say, "It would be inappropriate to comment or speculate on the matter."
   • Never make "off the record" comments. Assume that your entire conversation with the interviewer is on the record.
   • When communicating by e-mail, be mindful of the difference in tone versus a conversation.

Crisis Communications

1. The college has established a separate Crisis Communications Policy that is part of the Emergency Operations Plan.
2. The senior director of communications and marketing is a member of the college's Crisis Management Leadership Team and is responsible for working with Public Safety, Facilities and Campus Services and other offices to assess the situation and prepare the college response(s).
3. The Office of Communications and Marketing coordinates release of all information to the media and other internal and external constituents in the event of a crisis or major emergency situation.