External Communication

1.0    Purpose

This policy establishes guidelines for communication methods and materials used for official communications.

2.0    Revision History

3.0    Persons Affected

3.1    All employees

3.2    All students

3.3    Casper College organizations

4.0    Policy

The policy of Casper College is to ensure the following.

4.1    The college has established guidelines for the coordination of external marketing and public relations on behalf of the college.

4.2    The Public Relations Department (PR) is the coordinating department for all media relations, advertising (except legal or hiring advertising), social media, internet, publications, promotional materials, special event promotions, and use of the Casper College logos and brand imagery.

4.3    At the direction of the president, the director of public relations serves as the official spokesperson for Casper College.

5.0    Definitions

5.1    Official Communication. Spoken, written, or graphical information released on matters of significance to the college that upper administration has authorized and sanctioned. Types of information include but are not limited to college initiatives, position statements, accomplishments, data, closures, emergencies, crisis, events, incidents, student issues, financial matters, official reports and documents, infrastructure or construction plans, and controversial or sensitive issues. Official communication is not personal opinions or viewpoints

5.2    Casper College Brand. The Casper College brand includes the use of the name, slogans, logos, photos, videos, colors, graphics and design, registered trademarks, fonts and combination of typefaces, signs and wayfinding, and writing style. Usage guidelines are found in the Casper College Brand Standards Manual and the Casper College Style Guide located on the Casper College Public Relations webpage.

5.3    Media. A means of communication to a mass audience to include but not limited to magazines, newspapers, brochures, posters, internet, and social media sites.

5.4    Medium. The singular form of media.

5.5    Public Relations Lead Time Guidelines. This document defines expected lead times for projects requested of the PR department. Lead times are found on the PR webpage.

5.6    Publicity. Information regarding a college person, group, event, or service that the college disseminates through media to attract public notice. Publicity differs from advertising as follows: (1) the medium solely determines whether they will release the publicity to the public; (2) the medium solely determines the content of the publicity; and (3) publicity has no direct cost to the college.

5.7    Advertising. A direct action usually paid for by the college to attract public attention to college events or services through the distribution of an advertisement. The college determines when and where advertisements are placed and the type of media used and controls the content of the advertisement.

5.8    Social Media Account. Social media includes any websites or software applications that allow people to create and share content or participate in social networking.

5.9    Promotional Materials. Specialty advertising products imprinted with the college logo, a message, or an offer. Promotional items include pens, mouse pads, tablet portfolios, and other similar products.

5.10    Certified Secondary Spokesperson. Employees who have undergone media training and been certified as secondary spokespersons by the public relations director. These employees may give an interview or provide an official statement within the scope of their employment without obtaining prior approval from the media relations coordinator.

6.0    Responsibilities

6.1    PR is responsible for all external public relations and for maintaining the consistency and positive perception of the official Casper College brand.

6.2    The director of public relations is responsible for ensuring compliance with this policy.

7.0    Procedures

7.1    Publicity and Media Relations
To maximize positive publicity for the college, PR has a proactive media relations program that solicits media opportunities through the dissemination of press releases, media advisories, and Casper College generated content. PR may respond to media requests for information or information releases by the medium. For effective and maximum use of media, all publicity and media relations efforts are centralized through PR. Following are the steps to request media coverage.

7.1.1    Employees or students interested in media coverage of a college event or service submit a request to PR following the PR Lead Time Guidelines.

7.1.2    Employees or students interested in making a radio or television appearance or being interviewed by the news media must contact PR immediately. PR will facilitate the appearance or interview.

7.1.3    Employees or students who would like a photograph to accompany a news release or for other illustrative purposes submit a request to PR following the PR Lead Time Guidelines.

7.1.4    Employees or students who would like an article about the college published in an external medium submit a request to PR to write the article following the PR Lead Time Guidelines. If the employee or student would like to write the article, they submit the article for approval to PR following the PR Lead Time Guidelines. PR will provide consultation and assistance in production, placement, and photographic services, as necessary.

7.2    Employees Contacted by Media
The director of public relations serves as the official spokesperson for the college and is the person the media usually contacts. College officials and employees who are contacted by the media to provide an interview or official statement should immediately refer the media representative to the media relations coordinator and offer no comment or information that could be construed as officially representing Casper College. Certified secondary spokespersons may give an interview or provide an official statement within the scope of their employment without prior notification. However, they must notify the media relations coordinator that an interview was conducted or a statement provided as soon as possible.

7.3    Advertising
The college’s advertising efforts are centralized through PR, who is responsible for the planning, design, and placement of advertising. PR prepares and places all college advertising (excluding legal or hiring advertising); with the assistance of the employees or students who request the advertisement. PR negotiates advertising contracts (except legal or hiring advertisements).

The vice president for administrative services is responsible for legal advertising and the human resources director is responsible for advertising job vacancies. Following are the steps to request advertising.

7.3.1    Employees or students contact PR following the PR Lead Time Guidelines. PR will determine if the request meets advertising guidelines. Generally, advertising is reserved for large public events or announcements that require a call-to-action for the targeted population. If the request meets the guidelines, PR will work with the requestor to determine the target audience and methods to measure effectiveness. If the request does not meet the guidelines, PR will not approve the advertisement and may assist in promoting the event or service in another way.

7.3.2    PR will provide the requester with an opportunity to review the advertisement prior to composition and review proofs prior to publication. Review opportunities are subject to deadlines set by the medium.

7.3.3    PR receives and reviews advertising invoices and forwards them to the requestor’s school or department for approval. PR will code charges to the requester’s school or department budget unless the project was included in the PR annual budget.

7.4    Websites
The Casper College website is an official publication of the college. PR maintains the Website Privacy Policy posted on the website. Management of the website follows a production calendar and PR schedules requests for changes or additions to the site accordingly.

PR may grant permission to employees or students interested in creating web pages on the Casper College website. These individuals must abide by Casper College policies, the Casper College Style Guide, and Casper College Brand Standards Manual.

7.5    Social Media
PR manages the official primary Casper College social media accounts including all posts and responses to posts. Employees and students may manage official secondary social media accounts. All official social media accounts must abide by Casper College policies, the Casper College Style Guide and the Casper College Brand Standards Manual.

Employees or students interested in having a secondary social media account or site must contact PR for approval. PR will not link unofficial social media sites to the college’s official social media sites.

7.6    Digital Media
TV monitors located around campus are used to communicate important messages to employees and students. Employees or students interested in displaying their message on the monitors should contact PR following the PR Lead Time Guidelines.

7.7    Email and Text Messaging
PR has the capability to mass email or text certain populations within the college’s service area and can reach a large population of people quickly and efficiently. PR management of both general and emergency announcements through the college’s emergency communication system brings value and consistency to those that receive the emails and maintains the integrity of the service by offering people the option to opt-out.

7.8    Apps
PR maintains the Casper College app for mobile devices. Employees or students submit suggestions for improving the app to PR. PR will consider any changes when the app is to be refreshed, which PR attempts to do annually.

7.9    College Publications
PR produces or supervises all printed materials for public distribution issued by, for, or in the name of the college including brochures, booklets, pamphlets, posters, flyers, and direct mail. Following are the steps to request publications.

7.9.1    Employees or students submit publication requests to PR following the PR Lead Time Guidelines. PR will work with the requester in the planning, layout, design, copywriting, and printing of the publication. PR will provide the requester with an opportunity to review the copy and format of the publication prior to composition and check proofs prior to publication.

7.9.2    PR receives and reviews publication invoices and forwards them to the requester’s school or department for approval if necessary. PR will code charges to the requester’s school or department budget unless the project was included in the PR annual budget.

7.9.3    All schools and departments are required to use the college’s official letterhead, business cards, and software templates for external college use. Changes or modifications are not allowed.

7.10    Promotional Items
All promotional items require pre-approval from PR. Following are the steps to request promotional items.

7.10.1    Employees or students submit requests for promotional items to PR following the PR Lead Time Guidelines. PR will work with the requester to plan, layout, and design promotional items and verify compliance with Casper College brand standards. PR will provide the requester with a design draft for approval. PR or the requester may place the order.

7.10.2    PR receives and reviews promotional item invoices and forwards them to the requester’s school or department for approval. PR will code charges to the requester’s school or department budget unless the project was included in the PR annual budget.

7.11    Promotion of Special Events.
PR provides assistance in promoting and publicizing events held at the college. The event liaison, selected by the group responsible for the event, notifies PR following the PR Lead Time Guidelines, when possible. The liaison will provide PR with information regarding the event including information for press releases, content, and promotional activities.

7.12    Logos and Brand Imagery Use
PR determines the use of Casper College brand imagery including logos. Logos are designed for specific applications and cannot be universally applied for other uses. The Casper College Brand Standards Manual and the Casper College Style Guide outline specifications and authorized applications of the brand. These guidelines maintain the integrity of the college’s brand and ensure reproductions adhere to established quality standards. At no time is anyone allowed to recreate, enhance, alter, or render the Casper College brand outside of the specifications outlined in the Casper College Brand Standards Manual or the Casper College Style Guide. Following are the steps to request use of the logos and brand imagery.

7.12.1    Employees or students interested in using the college’s logos or brand imagery submit a request to PR that includes the reason for the use of the brand and how they want to use the brand (brochures, posters, mass mailings, social media sites, or any such representation on behalf of the college).

7.12.2    If PR approves the use, the requester uses the brand following the Casper College Brand Standards Manual and the Casper College Style Guide. If PR does not approve the request, the requester may not use the brand.

7.12.3    Casper College logos are under agreement with an independent firm that licenses the logos to apparel vendors, specialty/promotional advertising companies, and similar companies in the business of using and reselling Casper College logos. Licensing protects Casper College’s name and marks and enhances the image of the college through the signing of licensing agreements authorizing the use of the marks on high quality and tasteful merchandise. Any company or person wishing to use the logo must register with the licensing company prior to use. Contact PR for more information about licensing and logo use.

7.13    Violations
Individuals who violate this policy or any licensing, trademark, or patent laws or regulations will be asked to cease the violation. If the violation is detected after posting or distribution, the post must be redacted and any distributed materials retrieved, if possible. Employees found in violation of this policy are subject to disciplinary action found in the Employee Performance Deficiency and Egregious Behavior Policy. Students found in violation of this policy are subject to disciplinary actions found in the Student Disciplinary Policy.