In helping a university move toward its goals, we must carefully balance the need to stay in business with the primary – and more laudatory – reason for being in business. The marketing focus of a university should, therefore, be concerned with the transfer of knowledge, and its success measured in the extent to which its graduates assume critical leadership in the advancement and evolution of the values and knowledge of the culture. In dealing with intellectual capital, we have an added responsibility to respect as much as to divulge and promote.
The Office of Public Relations is the official source of information for media representatives. All news releases on behalf of the university are issued by that office.
1. The release of information about university athletic programs and athletes is a responsibility of the sports information director, as directed by the office of public relations.
2. Cultural events (arts, music, theatre, lectures) and student-sponsored events open to the public are publicized by the office of public relations, working in coordination with a designated person within each area.
3. The information function is coordinated with members of the administration when media request information on (a) questions of policy or issues for which a spokesperson has been designated; (b) questions for which a university response has been prepared; (c) responses that require two or more university sources; and (d) campus safety reports.
4. In the event of a news story, from a minor negative happening to a rumor to a true crisis* situation, it is the job of public relations to:
• coordinate the flow of information to the media and concerned publics;
• assist university officials in preparing public statements, and
• assure that public information is made available accurately and in a timely manner.
5. In the event that other university officials are not available for comment, the director of public relations serves as the designated university spokesperson.
*A crisis is an unforeseen critical event, violent or non-violent, caused by nature, by accidents or by deliberate acts, about which the media and the public will expect information.
This policy helps to ensure the university is represented with consistent messages and with one clear voice to all of its publics, both internal and external.
The Office of Public Relations offers and coordinates services to enhance the visibility and to accurately project the key messages and image of Western Oregon University through the judicious use of a variety of communications. These include news and feature releases, publications, the Web site, coordinated outreach activities, advertising and prompt response to media queries. The office is also responsible for the campus’ integrated marketing planning and the university’s institutional identity standards. Areas of public relations emphasis and thematic approaches in publication and advertising design correspond with the university’s mission and goals.