Guidelines for Effective Publications, Advertising, and News Coverage
This guide tells you about the resources and services offered by the College Relations Office at Del Mar College. The procedures set forth will help us work together to publicize an event, answer questions from the media, and produce a publication.
As set by Board Policy, the College Relations Office acts as the central clearinghouse for all information released to the public off campus, including prospective students, colleagues, news media, or the general public. The policy sets standards for creating a positive, consistent image for the College.
If you have any questions after reading this guide, please contact the College Relations Office at Ext. 1247. The office is located on the second floor of the Harvin Center, Room 208, East Campus.
Publicity
Other Promotional Opportunities
Media Calls
Crisis Communications
Publications
Style Standards
Editorial Standards
Conclusion
Staff
Mission Statement
Publicity
Every program and service of Del Mar College provides an opportunity to positively promote the institution. Call the College Relations Office to make your event a success. Various forms of promotion are available including news releases, media interviews, public service announcements, and publications.
All media have the option to use or not use the information sent to them. Both print and broadcast journalists use seven major criteria to judge the newsworthiness of a story: impact, timeliness, prominence, proximity, uniqueness, conflict, and currency. Paid advertising is the only guaranteed way to promote your program or event exactly when and where you prefer. Keep in mind that in order to make any news coverage a success, it may become necessary for you to be available for media interviews. See Media Tips.
News Releases
News releases concerning College programs, events, and personnel appointments are prepared by the College Relations Office daily and are distributed throughout the week using fax and e-mail to area newspapers, radio and TV stations, and specialized publications. News releases are also posted on the College Relations Web site for access by the media and public.
To publicize your event, send the information (who, what, where, when, and why) to the College Relations Office. Printed materials describing more detailed event information, such as biographies for guest performers or lecturers, are also useful in preparing news releases. Photographs will help promote your event; however, most media will not return them.
Ideally, information should reach us at least two weeks in advance of an event. For optimal coverage, however, you should provide information six to eight weeks prior to the event so College Relations staff can submit that information to monthly publications, including the local visitors guides, statewide magazines, and national publications.
Interviews
TV, radio and newspaper reporters frequently ask for quick interviews about breaking news events. Normally, the media will call College Relations to arrange the interview. Sometimes reporters will call you directly. When that happens, inform the College Relations Office about the call, respond in a timely fashion, or decline if you are not comfortable answering the questions. See Media Tips.
Events Calendars
The College Relations Office compiles and maintains a calendar of campus events that are open to the public. The calendar is updated for distribution three months in advance, two months in advance, one month in advance, two weeks in advance, and on a weekly basis. The events calendar is posted on the College Relations Web site for access by the media and public.
Public Service Announcements
Radio stations routinely announce upcoming events as public services. Television stations place these events on their community calendars and require information a minimum of two weeks in advance. College events calendars are sent to the local stations every week for use as public service announcements (PSAs). However, use of College information is at the discretion of each station.
Photo Opportunities
If you have an event that is visually attention-grabbing, i.e., interesting people doing active things, we can offer media a photo opportunity. Such an event often makes a good photo in the newspapers or a good visual for the TV cameras. Photography editors are looking for photos that are interesting, informative, and entertaining. In general, presentations of checks and awards and groups gathered against a wall are avoided by the media. Again, please give us two weeks notice at a minimum.
Advertising
Advertising is any communication for which the College pays. The College uses print, radio and TV advertising to inform the public of Del Mar programs and services. All advertising is coordinated through the College Relations Office to ensure maximum impact. Information must be sent to the College Relations Office for design, placement, and approval. Some advertising deadlines are several weeks ahead of publication dates, so plan ahead.
Marketing and Recruiting
The College Relations Office works actively to improve the College's marketing and recruiting capabilities and helps prepare comprehensive plans both for the College and for specific programs. Efforts include direct mail projects, specialized publications, and target advertising.
Hotline
The Office records a weekly 'Hotline' which provides information to the public about scheduled college-sponsored events. The Hotline number is 698-1600.
Del Mar College Web Site
Del Mar's home page is considered an official College publication as well as a campus-wide information source. For this reason, the Office of College Relations oversees its first two levels. The Office also maintains the College Relations official pages, which include Campus News and Events.
TOP
Other Promotional Opportunities
Experts List/Speakers Bureau
The Resource List of faculty and professional staff is maintained as a source for potential speakers and to media representatives seeking College employees who are available to comment on their fields of academic expertise and other specializations. When we receive inquiries, faculty and staff will be contacted, and our office will act as a liaison. To be added to the Resource List or to update your information, contact the College Relations Office.
Newsletters
Before you begin producing a newsletter from your department, organization, or committee, consider carefully your intended message, audience, and distribution. The College Relations staff can save you time, money, and trees.
Publicity Files
The College Relations Office keeps public information files of material provided by campus professionals which may include biographical sheets, resumes, and photos. These photographs are used for College information purposes. Professional staff members or faculty who need a copy of their photograph for professional endeavors may request one from the campus photographer with Distance Learning. To keep files current, staff and faculty are requested to update biographical information and to have a new photo taken periodically. Please call the campus photographer at Ext. 1312 to have photos taken.
TOP
Media Calls
The Assistant to the President for Community Relations acts as one of the official spokespersons for Del Mar College according to College policy. However, others may be called to answer additional questions or comment on a situation on campus. In that respect, everyone is a potential spokesperson. You may have the best information about a news event, and your response to the media may best serve Del Mar College. When the College Relations Office receives media inquiries, the Media Relations Coordinator will direct their calls to the appropriate sources.
Always call the College Relations Office if you are contacted by any media at any time. Routine events carry the potential for creating a negative image for the College if not handled correctly or in a timely manner.
Media Tips
If a reporter from a newspaper, radio, or TV station calls and asks you to comment on a breaking story, here are some things to remember:
-
You are never "off the record." Whatever you say is important information to a reporter and he/she can and will use it.
-
You don't have to talk to them, but don't say, "No comment," as this can be interpreted to mean you know something but won't tell them. Instead, say something like, "I don't have enough information to talk about that issue" or words to that effect. You can refer them to College Relations staff and then let us know who called and what they wanted.
-
You don't have to talk to them at that moment. You may say, "I can't address that issue right now, but I will call you back." Be sure to take down the name, media station and phone number of the caller. Think about what you want to say. It's helpful to write down a few key words or phrases to remind you of your points. Then call the reporter back. Respect that reporters really are on deadline. If you respond too late, the reporter will have found another source or another story.
-
When you talk to a reporter, just answer the question directly. Don't go on and on, even if the reporter pauses. This can be a technique to get you to say more than what is necessary. It is not a good idea to respond to hypothetical questions. Don't simply agree with a reporter's statement, unless it is entirely true. Don't let reporters put words in your mouth. Give your own answer clearly.
-
Show the reporter how your story/program fits into the bigger picture such as the Del Mar College Master Plan or national trends in higher education.
-
Don't be surprised if the story doesn't come out as you intended. Reporters are supposed to produce a balanced story and will look for someone who will say the opposite of what you say. This is not intended to make you look foolish or inaccurate. It is intended to be fair reporting.
TOP
Crisis Communications
A crisis is not limited to major catastrophes such as a death or environmental hazard. A crisis is a situation which requires immediate and coordinated action. It is also a situation which has a significant impact on the operation of the College or affects its image within the community.
At the direction of the President, a crisis team of key personnel will handle the emergency, establish clear lines of communication, and appoint a spokesperson who will handle all media contacts and public statements.
TOP
Publications
Policy
According to Board policy, the College Relations Office is responsible for the quality and production of College publications. The goal of the publication policy is to establish consistency and accuracy and to provide a positive identity for Del Mar College.
The College Relations Office reviews the content, design, purpose, budgetary considerations, and printing format of College publications.
Any printed piece that is intended for distribution off campus to a mass audience must be coordinated through the College Relations Office. While on-campus materials do not require College Relations review, the College Relations staff is available to assist with your project.
Definition
College publications are those materials that use the College name or logo, are distributed off campus, and/or are paid for with College funds. Examples include the College catalog, class schedules, brochures, flyers, invitations, and more. This does not include student publications, letters, memoranda, or other personally signed communications.
Planning and Production
Call the College Relations Office early in the planning stages of your publication to arrange a meeting. Allow sufficient time for editing, typesetting, designing, bidding, and printing of your publication.
Our office will fill out a Publications Request Form to schedule time for producing the publication on time and within budget. Be prepared to discuss the intended audience for your publication, your deadline, your budgeted amount, and your plans for distributing the publication.
Here's what is involved:
-
Time: While the complexity of jobs varies, most publications require two to six weeks from the time the College Relations Office receives the original copy until printed copies are delivered.
-
Costs: Planning, editing, designing, and typesetting are provided free by College Relations. However, the costs of printing, binding, and other production services must be paid by the office originating the publication. For publications that must be printed off-campus, we must have your purchase order number before the publication can be delivered to the printer. Some projects require competitive quotes from numerous vendors or sealed bids depending on the anticipated price of production. Plan your production schedule to allow for this process as required by college policy.
-
Copy: The office or department initiating a printed piece is responsible for providing the original content of the publication. The College Relations Office will edit a draft copy for correctness of style, or you may bring in a rough outline and we will produce a copy for your review. Please proofread the copy carefully, as major changes made after the publication is in production are costly and cause delays. Larger publications should contain a version of the College's equal opportunity/affirmative action statement.
-
Approval: Publication Approval slips are attached to review copies of the manuscript for final proof. Final approval of information rests with the department or office initiating the request.
-
Schedule: Major publications (catalog, class schedules, etc.) have first priority. As a rule, departmental publications are logged onto the production schedule on a first-come, first-served basis. Items already on the schedule have priority over rush jobs.
Printing
Most College printing is completed by the College's Duplicating Services which keeps certain paper stocks, colors, and sizes on hand. Duplicating offers color and black and white printing on up to 11x17" sheets, as well as services such as folding, binding, stapling, etc. Contact Del Mar College Duplicating Services for information on services offered and pricing. While College Relations works with Duplicating Services to ensure that publications are printed correctly, the arrangements for printing with Duplicating Services are the responsibility of the department initiating the publication.
Projects which exceed the ability of Duplicating Services are placed with commercial printing companies through the College Relations Office. Our office follows the bid process established by the State of Texas and the Del Mar Purchasing Department.
Mailing
The College has bulk mailing and business reply permits which may be used for College-related projects only. The Mail Room facilitates bulk mail projects. Departments must adhere to current U.S. Postal regulations to utilize College mail services.
TOP
Style Standards
All College publications, their editorial content and design, must conform to the policy and standards described below.
College Logo
The College logo (pictured below) is appropriate for general use as a readily recognizable graphic symbol in publications, advertisements, or printed materials that describe or promote the College. College logo ink color is PMS 289 blue.
The logo is the prescribed interlocking 'DMC' letters followed by a logotype of "Del Mar College" in block style. "What's your dream?" is the current marketing theme to be incorporated when appropriate.
The logo must not be redrawn, reproportioned, or modified in any way. The logo is not appropriate as a publication's dominant design element. Please contact the College Relations Office for details.
College Seal
The College seal is a symbol reserved for diplomas, certificates, and other documents of an official nature and may not be used in promotional publications.
College Name
The legal name of the community college district is "Del Mar College District." The full name "Del Mar College" should always be used in first reference. The abbreviated forms "Del Mar" and "the College" are appropriate subsequent references.
Departmental Letterhead
All letterhead and envelopes carry the College's logo. Departmental identification is printed, centered on the bottom of the page, with approval of the chairperson. Second sheets are blank. No other symbol, or logo is to be printed on the letterhead or envelope. The College Relations Office typesets the original. Reprints are requested directly from Duplicating Services. Letterhead stock is available in Central Stores.
Letterhead specifications: Size is 8 1/2"x 11"; stock is buff colored; ink is PMS 289 blue. Envelope specifications: Size is #10; stock is buff colored; ink is PMS 289 blue.
Business Cards
Business cards for full-time faculty and administrators may be ordered for those engaged in activities that bring them in frequent contact with the public as part of their College duties. Approval of the dean or department head is required. The College Relations Office processes orders for business cards with necessary approvals. Business Card Request Forms are available in the Forms section of the DMC Web site.
Trademark
The name "Del Mar College," the Del Mar College logo, and official College Seal are registered trademarks and/or service marks of the Del Mar College District on file with the Texas Secretary of State's Office. Any unauthorized use of these or misleadingly similar names or marks by any entity or individual without express written consent of the Del Mar College District will be deemed a violation of the College's statutory and/or common law rights to its trademark or service mark, and the College will take any and all steps necessary to protect such rights and seek legal relief to enforce same whether at law or in equity.
TOP
Editorial Standards
In matters of editorial style, the prevailing standards of College publications is the Chicago Manual of Style. In news releases, the standards and style of the Associated Press Stylebook are used.
TOP
Conclusion
The information in this guide can help you achieve your goals whether it's publicizing a special event, talking to the media, or producing an effective publication. It is intended to help you use the services of the College Relations Office.
We welcome your call about your project or program so we can design a plan that best serves your purpose. Your project will receive our full attention and professional expertise. Our team has won national, regional, and local awards for writing, design, print and electronic advertising, and publications from professional educational and marketing organizations. Give us a call at Ext. 1247.
TOP
|
