The institution proactively develops and maintains a professional relationship with the media and the press.
Social security programmes are often very complex. It is highly desirable that the media understand the programmes so that they can fully play their part in providing accurate information to the public.
Guideline code
COM_02900
Mechanism
Mechanism
- The communication unit should establish a centralized process to respond to media/press interactions and requests.
- The head of the communication unit may appoint a dedicated liaison (press officer) with the media and press. Only authorized spokespersons should be allowed to make public statements on behalf of the institution.
- Procedures should be put in place that regulate the creation, clearing and distribution of materials for the press, such as press or social media releases.
- Ahead of major announcements it is often useful to provide a background technical briefing to translate technical jargon into language that is easier to understand.
- For face-to-face engagements with the media and the press, the communication unit should ensure that the spokesperson is trained and well-prepared for the activity by providing communication materials such as:
- Context of the communication engagement, including background information on the audience;
- Targeted messages to be delivered;
- Prepared presentations;
- Prepared answers for possible issues that could be raised;
- Feedback mechanisms.
Parent
Structure
Structure
- The communication unit should develop and maintain a professional working relationship with the press and business journalists in accordance with the highest standards of ethics.
- A written code of conduct should be produced to frame the relationship with journalists. There must be a clear distinction between the marketing and media relations activities of an institution.
Title HTML
Guideline 24. Relations with the media and the press
Type
Guideline_1
Weight
31