Cabarrus County External Communications Policy

Transcription

1 Cabarrus Cunty External Cmmunicatins Plicy Cabarrus Cunty seeks t infrm its residents, businesses, and visitrs by engaging in pr active and interactive cmmunicatins. Cabarrus Cunty s cmmunicatins plan recgnizes that the mst effective and quickest methds t cmmunicate Cunty plicies and activities t the public is by wrking in partnership with the traditinal news media, while als directly cmmunicating with cnstituents thrugh digital media platfrms, such as the Cunty website and third party scial media applicatins. A. Cmmunicating with Media Outlets: The Cmmunicatins and Outreach Office is respnsible fr the Cunty s media relatins. Nnrutine media requests shuld be discussed with the Cmmunicatins Manager prir t respnse. All Cunty emplyees shuld ntify the Cmmunicatins and Outreach Office abut rutine and nn rutine media inquiries immediately fllwing the request. Even seemingly rutine media requests may be used t cntribute t a larger stry that may be cntrversial. Therefre, it is extremely imprtant fr emplyees t ntify the Cmmunicatins and Outreach Office each time they are cntacted by a media representative. Definitin f Rutine Media Request A rutine media request is ne that seeks basic factual infrmatin. Examples include: seeking general infrmatin abut public events ffered by libraries, parks, Senir Centers, etc.; seeking general infrmatin abut prgrams r services ffered; r ther requests seeking infrmatin that is readily available and nn cntrversial. Definitin f Nn Rutine Media Request A nn rutine media request may include respnses that require the interpretatin f plicy, emplyee recrds, public recrd request fr detailed recrds, legal actin, r emergency situatins. Definitin f Media The term media refers t all individuals and rganizatins wh maintain print, bradcast, r digital cmmunicatin vehicles fr public cnsumptin. This definitin includes newspapers, magazines, televisin, blgs, digital news sites, and ther vehicles. The Cmmunicatins and Outreach Office will determine the creditability and validity f these media utlets. Inquiries frm media utlets are given a high pririty by Cabarrus Cunty and shuld be respnded t as quickly and efficiently as pssible. Every effrt shuld be made t meet media deadlines and t ensure that all infrmatin released is accurate. Because the media ften wrks n tight deadlines, it is imprtant that all departments respnd as sn as pssible when the Cmmunicatins and Outreach Office requests department infrmatin r a spkespersn fr the media. If anther pririty prevents an immediate respnse, a curtesy call shuld be made t the reprter cnfirming what infrmatin is requested and advising when the requested infrmatin will be available.

2 COUNTY SPOKESPERSONS In mst cases, there will be ne spkespersn designated fr respnse t each media inquiry. Fr cuntywide inquiries, the spkespersn will mst ften be the Cmmunicatins Manager/Public Infrmatin Officer. Fr department related issues, the spkespersn will mst ften be the Department Directr. The spkespersn will wrk directly with the Cmmunicatins Manager t ensure that infrmatin fr specific media requests is cmmunicated apprpriately. Unless therwise authrized, the Cunty s spkespersns are: Cmmunicatins Manager/Public Infrmatin Officer Department Directrs r Managers Cunty Manager and Deputy Cunty Managers Clerk t the Bard Sheriff and Emergency Management Directr (Law Enfrcement and Emergency have specific media plicies that gvern their prcedures) Members f the Bard f Cmmissiners Exceptins regarding departmental spkespersns may be made at the discretin f the Department Head. With the exceptin f rutine media requests, media inquiries received by ther Cunty staff shuld be referred immediately t the Cmmunicatins and Outreach Office, in additin t their Department Head. An apprpriate respnse t the media wuld be, I m srry I dn t have the full infrmatin regarding that issue. I will give yur request t my Department Directr (r the Cunty s Public Infrmatin Officer) wh will respnd t yu as sn as he/she is available. Please btain the reprter s name, phne number, tpic f stry, and deadline. SENSITIVE OR CONTROVERSIAL ISSUES Sensitive r cntrversial issues ften becme headlines in the media and have the ability t becme viral nline. This prvisin prvides the framewrk fr the Cunty s Cmmunicatins Manager t respnd apprpriately and as sn as pssible t these issues. Cunty emplyees shuld ntify the Cmmunicatins Manager/Public Infrmatin Officer immediately when a sensitive r cntrversial issue pertaining t peratins f the Cunty rganizatin is identified, r when an emergency situatin ccurs (i.e. thse that will have an impact n a large number f residents, culd ptentially generate great media interest, and thse that invlve high prfile individuals r rganizatins). Cunty staff shuld nt wait until there is media interest befre cntacting the Cmmunicatins Manager. Immediate ntificatin is critical in rder fr the Cmmunicatins Manager t prepare fr and t respnd t media inquiries. In a crisis

3 situatin, the Cunty Manager will cmmunicate with the Cmmunicatins Manager, Deputy Managers, and the Cunty Attrney. Sensitive r Cntrversial Issues may include, but are nt limited t: Issues that may affect the Cunty s public image r citizen cnfidence. Existing r ptential threats t public safety, welfare, r prperty. Persnnel issue regarding any Cunty emplyee, such as perfrmance evaluatin, reasns fr terminatin, reasns fr nt hiring, harassment claims. Legal claims r lawsuits filed against Cabarrus Cunty r any f its emplyees r agents. Sensitive and cntrversial issues f interest t the media may be best assessed by asking the fllwing: a. Is the issue a threat, existing r ptential, t life, health r prperty? b. Culd the issue likely be interpreted t negatively affect public cnfidence in r pinin f Cabarrus Cunty gvernment? c. Is the issue f particular interest t the general public? d. Are there legal ramificatins, existing r ptential, raised by the issue? e. Has mre than ne member f the media inquired abut the same issue? f. Has smene threatened t g t the media abut the issue? g. Is there unusual r inapprpriate interest by a persn r small grup f peple abut a seemingly rutine issue? LEGAL ISSUES Inquiries regarding pending litigatin r expsure t litigatin shuld be referred t the Cmmunicatins and Outreach Office. PERSONNEL ISSUES Inquiries regarding persnnel related infrmatin shuld be referred t the Human Resurces Department as well as the Cmmunicatins and Outreach Office. The Cmmunicatins Manager will crdinate a respnse with the Cunty Manager s Office. ELECTIONS ISSUES Inquiries regarding electin and campaign issues shuld be referred t the Bard f Electins directr. The Bard f Electins directr will cntact the Cunty Manager and Cmmunicatins Manager as apprpriate. PUBLIC SAFETY ISSUES During a majr emergency (i.e. severe weather, chemical spill, large fire, etc.), the prcedure fr handling the media is highlighted in the Cunty s Emergency Operatins Plan. The plan designates the Cunty s Public Infrmatin Officer as the main pint f cntact fr the media. Because the Sheriff, Emergency Medical Services and Emergency Management departments perate 24/7 and their wrk generates a high vlume f media calls, thse departments have designated persnnel as media spkespersns fr rutine public safety issues and fllw specific guidelines when releasing infrmatin.

4 GENERAL OR ROUTINE ISSUES Bradcast media: Calls r visits frm bradcast media (TV and radi) shuld always be referred immediately t the Cmmunicatins and Outreach Office and the emplyee s Department Head. The Cmmunicatins Manager will crdinate a respnse, including designating a spkespersn, after cnsultatin with the Cunty Manager and the relevant Department. Fr security reasns, Cunty plicy prhibits filming r phtgraphing inside any Cuntywned facility withut prir apprval by the Cmmunicatins Manager and/r Cunty Manager. Lcal print media: Calls frm lcal print media regarding mst departmental issues and prgrams may be handled by Department level directrs, managers, r ther designees. The Directr may designate an emplyee in their department t respnd t media questins abut specific tpics within their expertise. The Cmmunicatins and Outreach Office shuld be infrmed f these media requests including the name f the reprter and the tpic either befre r immediately fllwing these interviews. Digital/Scial media Cntact generated frm unknwn blggers r ther editrs f scial media sites r digital news sites shuld be directed immediately t the Cmmunicatins and Outreach Office, wh will evaluate the media utlet and determine an apprpriate respnse. The best respnse is t ask what infrmatin they need, and then tell them yu will gather the infrmatin and call them back. ERRORS IN REPORTING Errrs in reprting will be brught t the attentin f the Cmmunicatins Manager, wh will crdinate a crrectin with the designated media utlet. B. COUNTY INITIATED COMMUNICATIONS Mst practive media (see definitin abve) cntact is initiated thrugh the Cmmunicatins and Outreach Office. This includes issuing news releases and media advisries and persnal cntacts with reprters, editrs, and blggers. Departments seeking publicity fr events r activities shuld submit a Cmmunicatins Request thrugh the Watercler intranet site at least three weeks in advance f the date f preferred media cverage. Departments are strngly encuraged t submit requests as sn as the need fr cmmunicatins assistance is identified t ensure the Cmmunicatins and Outreach Office has adequate time fr planning and implementatin. Occasinally, News Briefings r News Cnferences may be held t prvide media with in depth infrmatin abut an issue r t annunce r respnd t an issue f great significance. The Cmmunicatins Manager will be respnsible fr scheduling any such media events.

5 COUNTY WEBSITE The authrized website f Cabarrus Cunty is The Cunty s website is t be used as a cmmunicatins, awareness building, image enhancement and ecnmic develpment tl fr the Cunty, as well as an nline prtal fr gvernment services. All Cunty departments shuld utilize the website as an effective means t cmmunicate with residents and targeted grups, including cmmunity leaders and rganizatins, lcal and ptential businesses, current and ptential residents, visitrs, and Cunty emplyees. The Cunty website shuld shwcase Cunty accmplishments, educate the cmmunity abut hw gvernment wrks, encurage public participatin in lcal gvernment, as well as prvide demgraphic and cmmercial infrmatin that supprts business expansin and recruitment. Adherence t the Cabarrus Cunty Website Plicy will facilitate the timely flw f infrmatin apprpriate fr the website thrugh an effective internal prcess that maximizes message cnsistency, staff resurces and accuracy f infrmatin. COORDINATION: The Cunty s website is crdinated by the Cmmunicatins and Outreach Office. Requests fr web design wrk fr cmpletely new web sectins and related cntent fr psting n the Cunty s website will be ruted thrugh the Cmmunicatins and Outreach Office. Departments are respnsible fr mnitring their respective areas t ensure accurate and timely infrmatin. Each department will prvide the Cmmunicatins and Outreach Office with ne department cntact, wh will participate n the Cmmunicatins Team and be respnsible fr the department s web cntent. A list f authrized persnnel will be maintained by the Cmmunicatins and Outreach Office. Website submissins shuld meet the gals and expectatins f the Cunty as a whle. Cntent shuld fall within the parameters f Cunty plicies and state and federal law, including cpyright laws. The website cmmunicatins management system (Adbe Cntribute) allws each department t update standard infrmatin (such as calendar infrmatin, events, news items, etc.) by using pre apprved templates. Departments may nt develp separate sites with separate web addresses (URLs) withut written authrizatin.

6 RESPONSIBILITIES: Department Level Cmmunicatins Team Liaisn Cntent updates t department s website Receive department head apprval fr website changes Check fr utdated infrmatin and brken links mnthly (minimum) Department Head Oversight f Cmmunicatins Team Liaisn Ensure guidelines are fllwed Apprve all cntent and changes Designate alternate web crdinatr if necessary Website Cntent Manager (Cmmunicatins and Outreach Manager) Overall crdinatin f cntent and design Implementatin f cmmunicatins guidelines and plicies Infrmatin Technlgy Services & web prgrammer Specialty web services Graphic creatin assistance Technlgy architecture standards, infrastructure and security RESPONSE TO WEB INQUIRIES: All requests fr infrmatin thrugh the Cunty s website (webmaster ) will cme directly t the Cmmunicatins and Outreach Office. The Cmmunicatins and Outreach Office will be respnsible fr frwarding the inquiry/request t the department designee, wh will track the respnse. Staff shuld attempt t respnd t web inquiries within a 24 hur perid. LINKS TO OTHER SITES: Links t ther websites are limited t gvernment r public agencies; lcal rganizatins that receive Cunty funding; and cmmercial r nn prfit websites that have a frmal, distinct and prject specific relatinship with the Cunty and nly fr a time limit t be determined by the Cmmunicatins and Outreach Office. (Fr example, if the Cunty is a spnsr f an event; r if a vendr site prvides useful infrmatin abut a Cunty service.) SOCIAL MEDIA/DIGITAL MEDIA Official sites fr Cabarrus Cunty thrugh scial media and ther digital applicatins carry the same weight as the Cunty's fficial website and must be treated with the same respect. In sme cases, a scial media site can add t the public's understanding f a department r specific prject. Emerging nline cllabratin platfrms are fundamentally changing the way cunty gvernment is able t wrk and engage with citizens and cmmunity partners. It is imprtant fr Cabarrus Cunty t be aware f and participate in this web f infrmatin, interactin, and idea exchange.

7 Befre a site is created: Department head shuld make cntact with the Cmmunicatins Manager wh will bring the request befre the Digital Cmmunicatins Cmmittee t discuss the need fr creatin f Cunty site(s) such as Facebk, YuTube, Twitter, MySpace, blgs, etc. The department head must prvide a business case fr the need and use fr a scial netwrking applicatin. Creatin f the site: Pages shuld be set up as the rganizatin s page, nt as an individual. The site will be created by ITS and handed ver t the department upn apprval by the Digital Cmmunicatins Cmmittee. Maintenance f site: One department emplyee shuld 'wn' authrity f the site. He/she shuld check it daily. N phts, vide r dcuments will be psted t site withut apprval f the department head. General Rules f Engagement: As a general rule, mst cmments frm readers shuld be psted unless they are inflammatry, persnal, r Spam. Department and/r the Digital Cmmunicatins Cmmittee reserve the right t terminate the site. Cunty Emplyee Scial Cmputing Guidelines: Blgs, wikis, scial netwrks, virtual wrlds and ther scial media These guidelines apply t all Cabarrus Cunty emplyees wh participate in any frm f scial netwrking n behalf f the Cunty. First and fremst, Cunty emplyees are bligated t be aware f and cmply with all applicable statutes set frth in the Cabarrus Cunty Persnnel Ordinance, including the Technlgy Apprpriate Use Plicy. Emplyee cmmitment: Befre creating any external scial media site representing Cunty departments, the site administratr shuld agree t the fllwing and sign his/her name. I knw and will fllw all Cabarrus Cunty persnnel plicies. I will stick t my area f expertise: I am sharing infrmatin with a mass audience and it will be archived fr years. I will take this rle and its respnsibilities seriusly. I will be transparent. If I am dishnest r try t write annymusly, I will lse readers and credibility fr myself and the Cunty. If I have a vested interest in a tpic, I will say it up frnt.

8 I will identify myself name and, when relevant, rle at Cabarrus Cunty when I discuss Cabarrus Cunty r Cunty related matters. I will write in the first persn and make it clear that I am speaking fr myself and nt n behalf f Cabarrus Cunty. If I publish cntent t any site utside f Cabarrus Cunty s fficial sites and it has smething t d with wrk I d r subjects assciated with Cabarrus Cunty, I will use a disclaimer such as this: "The pstings n this site are my wn and dn't necessarily represent Cabarrus Cunty's psitins r pinins." I will pst links t news articles/research that will interest my readers: This will prvide a service t the readers and generate links back t the site. I will nt speculate: I will nt repeat rumrs. If I dn't knw it t be true, I wn t say it. I will nt try t be first t share infrmatin with the public: If I knw f smething that shuld be used in a news release, r n the Cunty s ther sites, I will cntact the Cmmunicatins and Outreach Office. I will think abut the cnsequences. I am sharing infrmatin publicly and must be willing t back it up with my supervisr. I will nt argue with readers: Peple may disagree with my perspective at sme pint. I will respectfully clarify my psitin, if needed, but I will nt engage them in an argument. I will be the first t crrect my wn mistakes, and I will nt alter previus psts withut indicating that I have dne s. I will never, ever, address persnnel issues. They are prtected by law and I culd end up in curt if I discuss them. I will take care t ensure that I am always representing the interests f Cabarrus Cunty in a prfessinal manner. I will nt use Cunty sites t raise mney. I will add value t the public dialgue n the issues that are in my purview by prviding wrthwhile infrmatin and perspective. Emplyee signature Date

9 Scial Media Cmmunity Guidelines: The fllwing guidelines will be psted n the Cabarrus Cunty Facebk page and will be required n any ther cmmunity sites administered by Cabarrus Cunty departments. We welcme yur participatin as a means f sharing yur wn experiences, suggesting imprvements, and chiming in n the cnversatin. T keep ur cmmunity fcused, we ask that yu fllw ur psting guidelines here: 1. This Cmmunity is mderated and all cmments are reviewed. 2. Cmments made n this site are nt fficial public recrd. T prvide fficial cmments please click here (prvide link) 3. The appearance f external links r advertisments n this site des nt cnstitute fficial endrsement. 4. T ensure exchanges that are prductive, infrmative, respectful f diverse viewpints and lawful, we will review all cmments and we will remve cmments that are r include: Off Tpic. We will exclude cmments nt related t the subject f the cnversatin. If yu have an idea fr a subject, wuld like t prvide feedback, r wuld like fllw up frm us, please cntact us (prvide link). Spam. Cmments fcused n selling a prduct r service, r cmments psted fr a purpse f driving traffic t a particular website fr persnal, plitical, r mnetary gain, will be excluded. Cmments in HTML frmat (r URLs) will nt be accepted. Please nly enter plain text. Persnal Attacks. If yu disagree with the cntent, we'd like t hear frm yu, but ask that yu refrain frm cmments that attempt t defame r defraud any financial, cmmercial r nn gvernmental agency r persnal attack f thers. Malicius intent and r participatin nt in the spirit f civil cnversatin will be excluded. Illegal. Cmments that suggest r encurage illegal activity are nt allwed. Laws that gvern use f cpyrights, trade secrets, etc., will be fllwed. Offensive Language. Cmments including, but nt limited t, graphic, bscene, explicit, abusive, dergatry, r racial cntent will be excluded. Private r Cnfidential Infrmatin. Yu participate at yur wn risk, taking persnal respnsibility fr yur cmments, yur username and any infrmatin prvided. Please d nt prvide any specific persnal infrmatin abut yurself r ther individuals. Please nte that we cannt accept cmments frm individuals under the age f 13.

10 GUIDELINES FOR EMPLOYEES ACTING AS PRIVATE CITIZENS The fllwing guidelines are ffered t emplyees wh may chse t cntact the media as a private citizen. These guidelines d nt prhibit such cntact but supprt ther Cunty plicies regarding imprper use f Cunty equipment and prperty. Letters t the Editr may nt be prepared n Cunty time, printed n Cunty letterhead, mailed at Cunty expense r ed frm a Cunty address. Telephne cntact must nt be made n Cunty time using Cunty telephnes. Use f Cunty facilities, cmputers r supplies is prhibited. Respnses r letters t the media, preferably, shall nt include the emplyee s fficial title r imply that cmments are made n behalf f Cabarrus Cunty gvernment. Yu shuld include a sentence stating that yu are speaking as a private citizen. Similar disclaimers must be given if an emplyee addresses a public meeting, participates in a radi talk shw, r is interviewed fr a radi r televisin prgram unless the emplyee is fficially representing the Cunty. Cabarrus Cunty understands that emplyees may maintain r cntribute t persnal blgs, message bards, cnversatin pages and ther frms f scial media (such as Facebk and Twitter) utside f their jb functin and may peridically pst infrmatin abut their jb r Cabarrus Cunty s activities n these utlets. If an emplyee psts Cabarrus Cunty r jbrelated infrmatin, they are required t exercise gd judgment and abide by Cabarrus Cunty plicies. If an emplyee is engaging n external scial media platfrms persnally, they shuld nt use Cabarrus Cunty s name in their identity (e.g. username, handle r screen name), nr shuld they speak as a representative f the Cunty. If a media inquiry is generated (either frm a traditinal media jurnalist r frm a blgger), please direct it t the Cmmunicatins and Outreach Office.