The Texas A&M College of Veterinary Medicine & Biomedical Sciences (CVM) recognizes the importance and benefits of communicating through various media outlets. Media is a powerful vehicle through which the CVM disseminates relevant news and information to Texas A&M University, the Texas A&M University System, and to local, state, national, and international audiences. Media also allows us the opportunity to listen to perceptions about the CVM and connect with the public in various formats.
Navigating through multiple outlets using various forms of media can be confusing, as there are constant changes in platforms, technologies, and communities. Using guidelines can help us all steer clear of any obstacles.
**Any calls received from the media or organizations with questions or concerns about CVM activities should be directed to Megan Palsa, PhD, executive director of communications, media, and public relations, at (979) 862-4216 or MPalsa@cvm.tamu.edu .**
PURPOSE OF THESE GUIDELINES
- To provide members of the CVM community with contemporary guidance about using media resources to communicate about the college, including the Veterinary Medical Teaching Hospital
- To clarify work-related and personal uses of media, including social media
- To clarify the relationship between existing university and CVM guidelines and contemporary uses of media
These guidelines provide information for CVM faculty and staff who interact with media—including radio, television, video, articles, newspapers, blogs, Facebook, personal websites, Twitter, YouTube, LinkedIn, Vine, Snapchat, and other, yet-to-be-developed media in a dynamic communications field.
CVM employees may find that many of these guidelines can be helpful when thinking about personal social media accounts, but these guidelines are not intended to govern or restrict personal presence on the web, nor are they intended to restrict employee rights to engage in concerted, protected activity with fellow employees over the terms and conditions of employment.
Similarly, these guidelines are not intended to abridge or otherwise restrict principles of academic freedom.
This will be a living document, which will reflect the CVM’s current needs and adjust to future changes in media.
With these parameters in mind, here are some principles to guide employees who use media to speak on the CVM’s behalf:
- Confidentiality: Confidential or proprietary information about the CVM and its faculty, staff, students, clients, patients, affiliates, and alumni must be protected as outlined in university and local policies, applicable federal and state laws, and regulations such as the Health Insurance Portability and Accountability Act of 1996 (HIPAA) and the Family Educational Rights Privacy Act (FERPA), among others. Supervisors should be consulted for guidance on restrictions related to the release of confidential information.
- Privacy: Please do not post anything that you would not present in any public forum. In particular, please refrain from discussing situations involving named or pictured individuals (or animals) in the media or on a social media site without the individual’s express knowledge and permission (or the permission of the owner, in the case of animals, or parent/guardian, in the case of minor children).
- Permanence: Remember that whatever you share (either on the university/college’s behalf or your own personal account) may be public for an indefinite period of time, even if you attempt to modify or delete information.
- Audience: Be careful what personal information you share, as it could be available to anyone.
- Association: Keep in mind that on many websites, your name and photo or icon may appear next to the content that you post and will be associated with you and may also reflect on the CVM or the university, as you may be seen as representing them in an official capacity.
The CVM encourages the use of media to enhance education and research through collaboration, communication, and publication of our research and programs, while ensuring that the authorized use of media does no harm to the CVM or to university faculty, students, alumni, or employees.
REFERRING MEDIA CALLS
When responding to an inquiry from the media, please inform the reporter that the CVM’s policy is to refer all media inquiries to the media and public relations team. Please provide the media with the phone number for Megan Palsa, PhD,executive director of communications, media, and public relations: (979) 862-4216. She may also be reached by e-mail at MPalsa@cvm.tamu.edu. The CVM media and public relations team can assist you in formulating a response, which is helpful to have prepared in advance of talking to any reporter, in order to provide accurate and relevant information.
GUIDELINES FOR PHOTOGRAPHS, FILM, OR VIDEO
If you receive questions or requests for photographs, film, or video, please refer the caller to the media and public relations team. We have a variety of responses prepared based on a number of considerations. If you encounter someone taking photos or videos, please keep in mind:
- Media can take exterior photos of our buildings, but we have the right to ask them for a contact person in their newsroom so we can verify their credibility.
- Media from outside of Texas A&M University cannot enter our facility to photograph or film without permission, and a member of the media and public relations team will typically accompany them while they are in the building.
- Media cannot block entrance to our facility or prevent people from entering our facility or conducting business as usual.
- Should you come upon a reporter, keep in mind that they may be filming or otherwise recording your conversation. Feel free to call the media and public relations team to handle the situation.
At the discretion of the clinician in charge of a particular case and with the written permission of the client, photos of an animal may be taken for teaching purposes and authorized official college use. However, students, faculty, or staff are NOT to distribute these photos through electronic or social media sites without consulting the media and public relations team.
CONSIDER THE IMPACT ON STAKEHOLDERS AND CONSTITUENTS
Consider the college’s internal and external stakeholders and constituents before we move forward in the decision-making process regarding press releases, news stories, interviews, and similar media interactions.
GUIDELINES FOR SEEKING MEDIA COVERAGE
We encourage educational, inspiring, and enlightening news stories from CVM faculty, administrators, staff, students, clients, and alumni. If you have a story of potential interest, please contact the media and public relations team at (979) 862-4216.
To ensure the accuracy of information, the CVM media and public relations team—to include the executive director of communications, media and public relations and the communications specialist—is responsible for discussing each story/article/release with the department head/administrator of the respective department/unit before a story goes to the media or is otherwise released to the public. The approval process will be conducted in a timely manner, so if the department head/administrator is unavailable for approval of the story/article/release, a designated person from each department will be contacted for approval. Furthermore, all media releases will be reviewed by the individual/s quoted in the release before distribution.
Note: Although these guidelines cover the appropriate use of media resources by CVM employees, the use of media resources by all employees remains subject to Texas A&M University policies governing employee conduct. CVM media guidelines do not supplement the university guidelines; they work in tandem.
Megan Palsa, PhD
Executive Director of Communications, Media and Public Relations
Office: (979) 862-4216; Cell: (979) 421-3121
Jennifer G. Gauntt, MA
Office: (979) 862-2489; Cell: (936) 661-2028