Brand Identity Guidelines
Contents. The brand. 3 The Essence of Acadia 3 Acadia’s Mission Statement 4 Key Elements in the Acadia Story 4
Visual identity. 6 The Acadia Logo 6 Restrictions on Use of the Logo 7 Other Brand Marks 8 Colours 9 Typography 10 Work Examples 11
Media. 15 Photography 15 Videography 15 Print 16 Electronic Media 16 Web 16 Email Signatures 17
Social media. 18 A social media primer 18
Public relations. 20 Introduction 20 Promotions 20 Interviews 21 Formatting your information 22 What’s your Acadia story? 22
This Guide is produced by the Office of Communications and Marketing at Acadia University. If you have any questions, please contact us: Communications and Marketing commar.acadiau.ca 902.585.1362 sherri.turner@acadiau.ca
Acadia University Identity Guidelines: Contents.
2
The brand. Acadia University is proud of its reputation as a leading liberal arts institution. Our name and brand marks are recognized throughout Canada and around the world. These brand marks exist to provide a shared approach to visually communicating the purpose and meaning of our institution. Each day, communication items — letters, banners, brochures, and emails — are created and distributed from all parts of our University. In its own way, each item represents Acadia to the person who receives it. Using our brand marks in a consistent manner helps establish a strong and distinctive identity for Acadia. Acadia’s visual identity is a valuable asset. It is legally protected, and it is important that we use it appropriately. The aim of this guide is to make that process as simple and efficient as possible. If you need advice on these standards — whether in print, online, or in other media — please contact the Office of Communications and Marketing.
The Essence of Acadia Many people talk about “branding” as a set of logos and taglines, but it is much more than that. Our brand is a reflection of all that we say and do — all that we print and broadcast. It speaks to the emotional connection we make with our stakeholders. It is how we all talk about Acadia, and how special it is, to our friends and to people we meet. It is the message we send to future students and to their parents through our marketing materials or tweets. It is the way our faculty mentor our students inside the classroom and beyond. It is the intangible but palpable Acadia spirit and the importance we
Acadia University Identity Guidelines: The brand.
place on community. In essence, our brand is what Acadia stands for; it is what sets Acadia apart. The Acadia brand has four distinct pillars: 1. Tradition 2013-14 will mark the 175th anniversary of the founding of Acadia University. Our founders believed that everyone should have access to higher education, and we uphold their vision by providing personal attention to students in order to develop the whole person. 2. Innovation Finding a better way has always been the Acadia way — leading tidal-energy research more than 100 years ago, being the first university to include mobile technology in the classroom, or being among the first post-secondary institutions to document our students’ successes in a co-curricular transcript. 3. Excellence Acadia encourages all its stakeholders to aim high and achieve greatness — whether in the classroom, as part of the community, or on the athletics field. Our graduates take their places in the world, and they shine. 4. Community Acadia is very much a family, and each of us is an integral member. Beyond our campus, our students are immersed in experiential learning that makes a difference to individuals, the region, the country, and beyond. There is a connectedness here that is increasingly rare on the Canadian post-secondary scene.
3
Acadia’s Promise We want our students to be comfortable with anyone, anywhere in the world; to make lifelong friends who will be leaders, not only tomorrow but also today; to be an important part of a community that encourages them and inspires them, where learning means living every moment, in and out of class; to enjoy a small campus, where they can safely take risks and explore big ideas; to live in a place that understands their world, promotes their thoughts, and rewards their curiosity; and to lay the foundation for their careers and futures.
Key Elements in the Acadia Story Faculty as Mentors Acadia’s faculty explore big ideas that influence numerous areas of knowledge. The University fosters a collaborative culture. Faculty members often work in multidisciplinary teams across departments and schools, and they rely on the undergraduate students as colleagues. Accessible and dedicated teachers, they provide insights and caring that can change the lives of our students.
Acadia University Identity Guidelines: The brand.
A Personal Education In Acadia’s rich academic environment, students can conduct in-depth study within their major and have access to an extraordinary range of courses and experiences. With more than 200 degree combinations and the flexibility to choose what interests them, our students have a large offering on a small campus that supports them. Rigorous Learning Beyond the Classroom An Acadia education is challenging and intense. Our students push themselves as well as the boundaries of their fields of study. They are exposed to new technologies and ideas within a dynamic mix of theoretical and applied studies, so they are able to envision — and to create — solutions to address complex problems. Direct Impact, Local and Global Acadia’s faculty and students view the world’s issues as their own challenges. Each day, through Acadia’s academic and service programs, they drive change by developing new sustainable energy, agriculture, and materials research; advancing health and well-being; leading positive economic development; finding solutions for social problems like poverty and hunger; and strengthening communities through education and outreach. Their work improves the lives of people within the Valley region, Canada, and beyond. 4
Commitment to Inclusivity Since Acadia’s beginnings in 1838, its vision of higher education has been uniquely practical and egalitarian. All forms of knowledge are explored. All people are welcome, regardless of their background or circumstances. In fact, Acadia was one of the first institutions in Canada to admit female students and people of colour. This spirit of inclusivity continues to inform all that we do as we move into the future. Special Place Acadia has all the facilities one would expect in an Ivy League university: historic and modern buildings as well as new and renovated facilities for contemporary research, all developed with attention to academic collaboration and environmental responsibility. What’s unexpected to newcomers is the feeling of the place. Part of it is the dramatic setting — nestled in the fertile Annapolis Valley, amid
Acadia University Identity Guidelines: The brand.
picturesque mountains and the Bay of Fundy, which offers biodiversity and exposure to the world’s highest tides. The other part is the sense of tradition and history. Acadia is where you are surrounded by inspiration. Vibrant Community At Acadia, we live and work close together, often within walking distance, in the quintessential university town of Wolfville, Nova Scotia, marked by cultural and intellectual diversity. This environment promotes discourse and respects differences of opinion, creating a sense of interconnectedness. Attracting the best and the brightest, it is a highly valued, caring community where students, faculty, and staff form bonds that last a lifetime and strengthen our alumni network.
5
Visual identity. The Acadia Logo The Acadia University logo is made up of two separate components: the shield and the wordmark “Acadia University.� They always appear together, and the shield is always positioned to the left of the wordmark. For ease of use, logo files have been prepared using the approved colours and the correct proportions. These include four-colour, spotcolour, black-and-white, and reverse versions for professional printing. There are also RGB versions available for digital applications and internal documents produced using the Microsoft Office suite. Wherever possible, the four-colour logo should be the primary version you use. Please use the four-colour logo when doing full-colour printing in newsprint, magazine, signage, etc.
Four Colour
Spot Colour
Black and White
The spot-colour version is primarily for stationery such as business cards and letterhead. The black-and-white version has been created for use when printing with black ink only, usually in newsprint. The reverse version should be used when the logo is to be placed over a solid colour or a dark image. It should not be placed over lightcoloured backgrounds. If ever you are unsure which version of the logo to use, please contact the Office of Communications and Marketing.
Acadia University Identity Guidelines: Visual identity.
Reverse
Use of the Acadia shield as a single entity is permissable only when used as an online icon/avatar for official university social media identity purposes.
6
Restrictions on Use of the Logo The logo should never appear smaller than 1.25 inches wide in print, or 90 pixels in digital format. There should always be a generous amount of clear space around it. The height of the shield is a good guide for how much space to allow around the logo. Images, text, or other graphic elements should never intrude on this space.
The Acadia logo should not be redrawn, distorted, or modified in any manner for any reason. Changing its colour, proportions, or fonts, or adding elements to the logo will damage the integrity of the University’s identity. Below are some examples of what NOT to do with the logo.
Minimum Width = 1.25" or 72 px
Appropriate Clear Space
Do not alter the colour of the logo.
Do not stretch or distort the logo.
Do not rotate the logo.
Do not subtract elements from the logo.
Do not isolate elements of the logo.
Do not add elements to the logo.
Do not outline the logo.
Do not put a box around the logo.
Acadia University Identity Guidelines: Visual identity.
7
Other Brand Marks The Acadia logo is the main identifier of the University brand. It should appear in full on almost all communications and marketing pieces. There are, however, other visual signifiers that can be used in addition to the shield and wordmark. Each of these brand marks expresses a subtle or explicit aspect of the overall brand, and as such
represents a sub-brand of the University. If used in conjunction with the principal logo, they should be positioned so as not to “fight” visually with it, ideally in the opposite corner of a design or even on a separate page or side of a page.
The Acadia A This is a secondary identifier of the University, emphasizing the spirit and tradition of Acadia over more formal aspects of the institution. It is based on Acadia’s Athletics logo, and as such represents a more active, youthful, and informal take on the school’s brand. The Athletics A This version of the “A” is used strictly on Athletics communications. It is shorter and wider than the general “A” and has white axes and a white space between the red fill and the blue outline. There are also versions with the “Axemen” and “Axewomen” team mascots leaning on it. The University Seal The seal represents the Office of the President. It is used only on the most official communications, such as diplomas or citations. 175th Anniversary Logo 2013–2014 marks Acadia’s 175th anniversary, and this logo accompanies communications about celebration events as well as general external messaging specific to this year. The Acadia Avatar Because the full University logo is not suitably shaped for many of the avatar boxes, Acadia uses the shield on its own as an identifier. We will be developing themed avatars to properly represent Acadia over time. Please contact the Office of Communications and marketing for assistance.
Use of the Acadia shield as a single entity is permissable only when used as an online icon/avatar for official university social media identity purposes.
All of these brand marks are available in multiple versions for different applications.
Acadia University Identity Guidelines: Visual identity.
8
Colours Pantone
Acadia’s official colours are red and blue. When both colours appear on communications, the red should occupy a larger percentage of the space, acting as a background colour or dividing the page into blocks of information separate from imagery or white background areas. The blue should be used to highlight text or for thin lines. It is permissible to incorporate a darker version of the official red as a secondary colour in order to make gradients or other textures on large areas of the official red.
Sometimes it is necessary to bring other colours into a design, e.g. for the purposes of identifying a sub-brand or illustrating categories that alternate irregularly throughout a long piece of text. For those cases, these tertiary shades of green, orange, and purple are considered part of the brand palette. They should, however, be used sparingly. There are also certain colours associated with particular sub-brands or campaigns. These colours should not be used for anything outside their intended purpose.
RGB
PMS 1807 0/100/90/20
181/31/31
PMS 295 100/60/0/40
0/56/103
N/A
Similarly, the official blue colour can be used in 40% and 20% secondary tints for extra variety and depth. See the Typography section on the following page for details.
CMYK
20/100/90/35 128/24/27
40% 295
40/24/0/16 123/138/174
20% 295
20/12/0/8
176/185/210
N/A
45/15/100/10 127/149/44
N/A
0/55/100/5 224/121/22
N/A
45/100/35/0 144/35/94
175th Anniversary
PMS 7406 0/20/100/0
Acadia University Identity Guidelines: Visual identity.
251/190/0
9
Typography Acadia has two official typefaces: Helvetica Neue and Adobe Garamond. Helvetica Neue is used for the majority of external communications, with Adobe Garamond being reserved for more official, text-only applications such as certificates, invitations, and regulatory documents.
Helvetica Neue Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Body copy usually appears in Helvetica Neue Roman, often coloured in black. It should be given generous leading. A typical print use would be 10-point type with 14- or 15-point leading. If the copy is reverse on a dark background and small enough that legibility may become a problem, Helvetica Neue Medium may be used instead.
Helvetica Neue Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Headers are usually set in Helvetica Neue Black. They should be in sentence case and punctuated as sentences, even if they are grammatically only sentence fragments. Subheads get left-aligned in Helvetica Neue Heavy title case and coloured with a 40% tint of the blue. If a further level of headings is required, sub-subheads can be styled the same as subheads, but in 80% black and the same size as body copy. Web and email applications Helvetica Neue can be replaced with Arial, and Adobe Garamond with Georgia.
Helvetica Neue Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Helvetica Neue Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Adobe Garamond Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Adobe Garamond Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial (Web) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Georgia (Web) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Acadia University Identity Guidelines: Visual identity.
10
Work Examples
Experience Acadia. What makes Acadia so special? Come to our Open House and find out! From the profs to the dorms, to the tides to the teams to the town. There’s so much to Acadia. Get to know us!
One day only! Friday, March 8, 2013, 9 a.m.
Register online today.
studentevents.acadiau.ca Experience Acadia ad
D MAIL
OBE AN THE GL
A-
A world of opportunity.
ch Resear s tunitie Oppor
Photo: Andrew Tolson, Maclean’s magazine
IVERSITY AN UN 3 CANADI 201 REPORT
When you step onto Acadia’s campus, you will enter a
You will be part of a campus community that encourages you
world of opportunity. You will meet students from around
to pursue your passions. As an undergraduate student you
the globe and learn more about yourself as you get to know
will do research in collaboration with your professor. Working
them. You may choose to travel as part of our study-abroad
together, you will tackle problems whose solutions have an
program and experience the joy of living what you are learning.
impact on world issues. You may study bird species on one of
Or you may find yourself in a lab at a national research centre or
our research islands, develop a new computer application, or
tracking the markets on Bay Street as you explore your career
determine tidal water flow to generate green energy. You will
through an internship or co-op placement. Whatever your
have an impact that is unprecedented at a larger institution.
path, you know that Acadia will personally help you navigate it.
Here, you will discover who you are.
Photo: Andrew Tolson, Maclean’s magazine
Photo: Andrew Tolson, Maclean’s magazine
9
22 degrees with co-op options • 50 countries represented in our student body • 7 study-abroad countries to explore: United Kingdom, France, Germany, China, Spain, Australia, United States
“
The most compelling thing about the student-faculty research experience at Acadia is the degree to which Acadia faculty are willing to cede a certain amount of control over their research programs to their students. Tom Herman, Acadia’s Vice-President, Academics
”
futurestudents.acadiau.ca
Interior layout spread from 2013 Viewbook
Acadia University Identity Guidelines: Visual identity.
11
Experience Acadia One day only! Friday, March 8, 2013 9 a.m. Festival Theatre Building 504 Main Street, Wolfville, NS
Seeing is believing. Register online today.
studentevents.acadiau.ca Explore program choices.
Meet your new professors.
Get a tour of campus.
Experience Acadia newspaper ad
Open House October 18, 2013 • 8:30 a.m.
Register online today.
studentevents.acadiau.ca Open House postcard
Acadia University Identity Guidelines: Visual identity.
12
Office of Advancement
Office of the President and Vice-Chancellor
Acadia University Wolfville, Nova Scotia B4P 2R6 Canada Telephone: (902) 585-1459 | Toll Free: 1-866-222-3428 | Facsimile: (902) 585-1069 | Email: advancement@acadiau.ca
Office of Advancement letterhead with 175th branding
Acadia University Wolfville, Nova Scotia, Canada B4P 2R6 Telephone: (902) 585-1218 | Facsimile: (902) 585-1077
Office of the President letterhead
Acadia University Identity Guidelines: Visual identity.
13
1
2013 Viewbook cover with simplified 175th Anniversary identity
175th Anniversary post banner
Join the celebration! 175th Anniversary street banner
Acadia University Identity Guidelines: Visual identity.
14
Media. Photography Photography has a powerful impact on Acadia’s audiences. It provides viewers with an immediate and distinctive impression of Acadia and is a critical element in telling our stories. Maintaining high standards and using photographs that support the Acadia brand reflect the excellence of the institution. The content of images representing the University should illustrate at least one of the four pillars of the Acadia brand (see page 3), and a diversity of gender and ethnicity should always be maintained. Professional photography should be used as often as possible. This is particularly important for external communications. Web sites and print materials should be created by professional designers familiar with the proper use of photography and Acadia’s visual identity.
Acadia University Identity Guidelines: Media.
All photographs for print need to be a resolution of at least 300 ppi at the size they are being printed. For Web use, the resolution needs to be at least 72 ppi at actual size. Do not enlarge digital images without taking into account the corresponding diminishment in resolution, as this can cause them to be pixelated. When scaling and cropping images, make sure their proportions are maintained, so that they don’t appear stretched or compressed in one dimension. Acadia’s Office of Communications and Marketing provides photography support and has a freelancer list as well as a database of images available to the Acadia community.
Videography Video has become an affordable, easy-toproduce tool that can convey your message and encourage action on the part of your audience. It can combine scripting with the use of voice-over, animation, typography, still images, film, music, and more.
15
The AcadiaTV production team has produced more than 200 videos, with over 300,000 views to date. Generally, we do not script our productions or apply voice-over, allowing the authentic voices of our subjects to come through. This represents a wonderful opportunity for our stakeholders to best understand what makes Acadia special. Our videos are uploaded to YouTube to be shared broadly. Production standards are critically important to the creation of video that will deliver the desired impact. Without them, the ease of producing video can result in amateurish, poorly edited, and poorly produced products that undercut your message and Acadia’s characteristic excellence. For questions about video style and formats, contact the AcadiaTV team in the Office of Communications and Marketing.
Print Each day, thousands of people see communication materials from Acadia University, and many of these are in printed formats: correspondence, brochures, reports, magazines, newsletters, books, exhibits, event materials, posters, advertisements, forms and applications, and more. Each and every one of these materials represents Acadia’s character, both explicitly by content and implicitly by style. The visual identity guidelines serve to unify our communications and help them make a clear and strong impression. Acadia University has also developed an extensive Editorial Style Guide to assist University communicators. Generally, the Acadia guide follows The Canadian Press Style Guide, with some adaptations in relation to universityspecific terms, titles, and building names.
Acadia University Identity Guidelines: Media.
The tone of our communications is very much like our campus atmosphere — personal yet professional. We maintain inclusivity with references to “our” university and “our” students, and a dialogue that engages the reader as “you.”
Electronic Media Electronic media are ubiquitous in modern communications, running the gamut from keynote presentations to e-newsletters to Web sites and beyond. As platforms continue to expand and develop, it becomes critical for Acadia’s brand to be represented in a consistent manner.
Web Acadia University Web sites and Web pages should be developed with the following guiding principles in mind. User-Friendly Approach Every stage of development should be steeped in consideration of the goals of your users when they visit your site. Define and prioritize your audiences, then design content and navigation accordingly. Make every element of your site intuitive and meaningful for your users. Brand Consistency To ensure your users know that your site is part of Acadia University, it is best to use the University’s Content Management System (CMS) templates. These incorporate Acadia’s logo banners and supporting elements (colour, imagery, etc.). They also ensure that users have a consistent navigation experience and are never taken away from the University site navigation. Acadia will regularly improve the site’s appearance and function, and being part of the CMS means you will never be left behind in design and you will have university-provided support.
16
Strong Content Without content, there can be no site. Create engaging materials and maintain them with regularly planned updates. Include events and news when relevant to your users, and be sure to properly represent your unit to ensure your audiences get to know you. Always check your grammar and spelling. The Office of Communications and Marketing, has developed a Web Content Guide to provide ideas and direction about writing for the Web and using the CMS. Technical support is available from Acadia’s Helpdesk, and content guidance is available from the Office of Communications and Marketing.
Email Signatures All Acadia email signatures should be developed consistently. Please see example below for reference. The information is broken into two chunks to aid legibility. Use only Arial 10 point regular weight and Arial 10 point bold. During 2013–2014, the Acadia 175th logo is placed at the bottom of the signature. Please contact Communications and Marketing if you would like help. Jane Smith Manager, Department of Communications Acadia University Wolfville, Nova Scotia, Canada, B4P 2R6 t. 902.555.1234 c. 902.555.1234 f. 902.555.1234 w. commar.acadiau.ca Learn more. www.acadiau.ca Connect. Facebook, Twitter, YouTube, Linkedin, Flickr
Acadia University Identity Guidelines: Media.
17
Social media. Social media continue to emerge as valuable communication tools. As you begin to use applications such as Facebook, Twitter, and Flickr, it is important to develop a voice that represents Acadia in an authentic and engaging manner. Audiences will vary from platform to platform and according to affiliation with Acadia. Individuals and units using social media on Acadia’s behalf should take the time to determine who their users are and familiarize themselves with the guidelines presented here.
Acadia’s Social Media Primer sets out employee responsibilities and is consistent with best practices and the University’s values. • Be responsible. When you publish statements online through social media, you are personally responsible for the content and can be held liable for any commentary deemed defamatory, obscene, proprietary, or libelous. What you post is often visible to the world and may remain public for a very long time. Be sure to protect your privacy. • Follow rules. The online world is subject to the law and to policies set by the governing bodies of discussion groups and social networks. Be aware and play by the rules. •B e yourself. When you post material related to your work at the University, it is important to identify your relationship to Acadia. Transparency is important, and it makes interactions online authentic.
A social media primer People use social media for professional and personal purposes. A lot of conversations about Acadia University are taking place online, and we think it’s important for our community to share in those conversations. Before you go online, however, please take a moment and review our 10 guidelines. Our Social Media Primer is about respect – say what you think while respecting your colleagues, our students, the University, and the public.
• Take ownership. Clearly state that you are not authorized to speak on behalf of Acadia University, unless you are expressly authorized to do so. You might need to use a disclaimer, indicating this is your “personal view.” Regardless, you will still be held accountable for what you post. • Respect your audience, colleagues, and students. Don’t use language or behaviours that would not be acceptable in the workplace or the classroom. If you would not say something to someone’s face, don’t post it to the world. Be sure to respect the privacy and opinions of others. • Add value. When you express yourself in social media on issues related to or about
Acadia University Identity Guidelines: Social media.
18
Acadia University, you are contributing to the public perception of Acadia. It is important that you write about what you know, from your own perspective. You may want to provide links that add to or prove your statements, such as links to Acadia pages. • Protect Acadia’s reputation. If you identify yourself as an Acadia employee in an online social network, please ensure your profile and related content are consistent with how you would present yourself to colleagues and students.
• Respect confidentiality. Do not disclose confidential or proprietary information about Acadia, its employees, students, or key stakeholders. Respect copyrights, and ask permission from Communications and Marketing before you use Acadia images or logos. • Remember your day job. Unless using social media is part of your job function at Acadia, reserve it for your leisure time. Your online activities should not interfere with your work.
• Be accurate. If you publish information about Acadia University, ensure the information is accurate, and provide a source. Check your spelling. If you make an error, be the first to correct it, and don’t alter previous posts without indicating that you have done so.
Acadia University Identity Guidelines: Social media.
19
Public relations. Introduction The following information is offered by Communications and Marketing to assist you with public relations. When to call Communications and Marketing • You have been contacted by a news organization. • You can offer an expert opinion on a current news story. • You or another faculty member has won a major award or recognition. • You have completed a ground-breaking research project and want to announce it. • You want to tell others the “good news” about your students. • You are concerned about potential negative news going public.
Promotions Promoting an event to campus Faculty, staff and students are encouraged to post events online via events calendars. You can use the Content Management System CMS (learn more at cms.acadiau.ca), working with your Web Trustee (person in your unit trained to use the CMS), to post on your departmental homepage, or contact HelpDesk to post on the Main Events Calendars on Acadia University’s homepage. How to promote your event beyond campus Communications and Marketing writes and distributes media releases to local, provincial, and national media about campus events that are of broad, general interest. We rely on campus stakeholders to keep us abreast of their events.
Please consider that we need time to assemble and write the information and distribute it to the relevant media, and they need time to format it for their publications. We also use media notices to pitch story ideas to media outlets, and editors need time to include your event in their reporters’ busy schedules. Tips for getting media coverage • For media releases intended to promote an event in advance (you want to get the word out so people will show up), we need your complete information at least three weeks before the event date. If there is an advance registration deadline, submit your information three weeks before that deadline. • Avoid use of discipline-specific jargon, and be sure to accurately report the names of any organizations – don’t use acronyms. • If your event has great visuals or audio, include information about that, too. It helps us determine the best media outlet to cover your event. • Remember, the media decide what information to use – the Communications and Marketing team has no control of where, when, or how media releases are used in any publication or outlet. The only way to guarantee that your information will appear when and how you want is to purchase advertising space. • Include complete information about the event date, time, and exact location, plus any specifics that would help a reader understand the significance of the event, such as the biography/resumé of the speaker, the title of the presentation and a brief description of what the program will include. If there is a Web site, send along the URL.
Acadia University Identity Guidelines: Public relations.
20
How to promote honours won by faculty, staff, and students Most honours and awards we report are primarily of interest to the campus community. Generally, these include recognition such as departmental awards, appointments to boards or committees of academic or specialized organizations, and other honours related to the jobs people do at Acadia. These are generally reported on departmental homepages, or on the page of the relevant vice-president. These can also be sent via Acadia-FYI emails to share with campus.
How to promote activities or honours of Acadia alumni The Acadia Alumni Bulletin magazine, published twice annually, covers the achievements and activities of university alumni and provides campus highlights that would be of interest to our alumni in a variety of formats, ranging from news briefs to feature articles. To suggest topics, email fred.sgambati@acadiau.ca. Space is limited. Generally, September 1 is the deadline for the Fall Issue and March 1 is the deadline for the Spring Issue.
A few awards and honours – such as prestigious scholarships, large research grants, or national recognition by widely known organizations – are appropriate news for the broader community. In those instances, Communications and Marketing will prepare a media release and distribute it to relevant media outlets. We will also provide it to the Acadia Alumni Bulletin magazine for consideration.
Interviews
Tips to assist with promotion • Be sure to inform Communications and Marketing of the specifics as soon as the award or honour is announced so we can write and distribute a timely media release. It’s not news to any media outlet if it happened months ago, no matter how prestigious or important it is to you, unless we can find a news angle. • Remember, the media decide what information to use – the Communications and Marketing team has no control of where, when, or how press releases are used in any publication. The only way to guarantee that your information will appear when and how you want is to purchase advertising space. • Include complete information about the award and the organization presenting the award, as well as a brief description of the criteria used to choose the winner. • Include a photo, or arrange for Communications and Marketing to take one.
What to do when a reporter calls • Return the call as quickly as possible – reporters generally have deadlines. • Ask the name of the news outlet, the topic, the depth of the interview, and who will be the audience. This helps you know whether you have the level of information the reporter requires. If you don’t think you’re the right person for the topic, say so. If you know who is and can put the reporter in touch, do so. • Because of time constraints, reporters often conduct interviews by telephone instead of face-to-face. If you need time to prepare for the interview (such as looking up statistics), you should set a time when either you or the reporter will call back. Be aware that the reporter might be working under a tight deadline, especially if the interview concerns breaking news. • It is reasonable to request a few sample questions in advance to allow you to better prepare. • Contact Communications and Marketing if you need assistance. You are not required to obtain permission before speaking with the media, but we are available to help you decide whether to participate and to help you prepare for a positive outcome.
Acadia University Identity Guidelines: Public relations.
21
Preparing for an interview • Focus on three to five key points you can get across fairly quickly. If you are being interviewed for radio or television, you should break up your points into 20-second sound bites (a sentence of about 30 words). Make notes on the points you want to emphasize so you don’t leave out significant details. • Try to anticipate difficult questions that could come up and consider how you would answer them. • Compile any statistics or background information you can provide the reporter with to support your main points, and arrange to provide written copies. • Use language and terms relevant to the intended audience. If the story is for the general public, explain any technical terms that the ordinary person is unlikely to understand. • If the story will be illustrated with a photo, consider what image would best convey the important points. The reporter might request assistance setting up a photo or ask to have a photographer contact you. You might also be asked to provide a photo of yourself. (Communications and Marketing can take a photo for you to ensure it meets print or digital requirements.) Being interviewed • Be friendly but professional. Having the chance to highlight your area of expertise can be enjoyable. • Always tell the truth. Avoid the temptation to guess or exaggerate – if you don’t know the answer, say so and offer to help find it (either by referring the reporter to the person who would know, or by finding the information and calling the reporter back). • If you are speaking for the University (or a department or organization), indicate that to the reporter. Otherwise, be clear that you are offering your personal opinion. If you don’t know the University’s official position on an issue, say so and refer the reporter to Communications and Marketing.
• Keep your answers brief and non-technical. Avoid using discipline-specific jargon or acronyms that a general audience won’t understand. • Don’t feel you must fill in silences, which reporters sometimes use to get people to say more than they intend. Answer the questions as completely as you think appropriate and then wait for the reporter to ask the next question. • If the interview strays from your key points, redirect the conversation. Keep your notes at hand as a reminder and check to ensure you have covered the information you consider most important. • There is no such thing as “off the record.” If you don’t want to see it in print or hear it on air, don’t say it. And remember tape recorders or cameras might still be on even after the interview has concluded. Anything you say to a reporter, even conversation before or after the interview, could be used in a story. Dealing with newspapers • Newspaper interviews are generally longer, and reporters seek more context and details than broadcast journalists. You should still provide succinct answers that are expressed in simple terms. • Because newspapers generally have more newsgathering resources, they are the media outlet most likely to break stories that will then be picked up by radio and television outlets. • Quotes are often “cleaned up” to remove stumbles or hesitations. Provided it does not change your message, this is unlikely to cause problems. Many misquotes, however, are often the result of a misunderstanding of technical language. So, speak clearly and use short, simple sentences. • Supporting documents are often welcomed by journalists.
Acadia University Identity Guidelines: Public relations.
22
Dealing with radio • Find out if your interview is being used for the news or for a feature. If it is for the news, your responses will be limited to between five and 10 seconds. • Quotes are often heavily edited to get your message across succinctly. Keep your replies brief and to the point. • Feature items of up to three minutes will often be for larger audience shows, and clips of your quotes will be linked by the reporter’s words, or played off another interview clip. • Telephone interviews are common in radio, and allow you to keep notes nearby. Use a landline, and ensure you will not be interrupted or have interfering noise in the background. • No matter how informal the interview feels, keep your approach professional, and remember that your entire encounter will likely be taped. • In a studio, good posture and a normal speaking voice will provide the right projection when the microphone is about eight inches from your mouth. • If the reporter comes to your location, he/ she will likely put the microphone very close to your mouth. The purpose is to eliminate background noise. • In all scenarios, talk normally and smile while you speak (if appropriate) – it will improve the texture of your voice while relaxing you. Dealing with television • Television has similar requirements to radio with the added need for visuals. • First impressions matter. If the interview is arranged on your location, select the location with care. (Communications and Marketing can assist.) • Check for background distractions that take away from your message or the image you want to project. • Noise distractions can be problematic. They include things such as air conditioning units, so be prepared to turn these off.
• Light can also interfere with shots. • If the television crew wants to move furniture or adjust your surroundings, it is generally in your best interest. This will allow them to set up the camera and “dress” the set to create an attractive image. • Wear what you normally would for your position, but avoid large, bold accessories. Do not wear clothes with close stripes or small checks. Choose yellow or blue instead of white shirts/blouses. Do not wear hats or dark glasses. If in doubt, dress conservatively. Hygiene and proper grooming are a must. • T V studios are hot and the lights bright, so you may need powder to prevent shine or glare. (Ask their makeup staff to assist, if necessary.) • If seated, square up your shoulders and sit on the hem of your jacket to prevent the collar from riding up. Be aware of your seated posture. • Unless directed otherwise, keep your eyes focused on your interviewer during a one-onone scenario. If in a news conference, work the room confidently with your eyes. • Keep your posture good and your body language open and relaxed. • The pace of your answers is important. Take a breath before answering and speak slowly. After the interview • Thank the reporter for his/her time and effort. • Never ask to preview or approve a story before it is printed or aired. Reporters are professionals and generally will not agree to have you check their work. • Ask when the story will run, but realize reporters aren’t in control of this. Please inform Communications and Marketing; it may warrant highlighting to campus. • If you find a significant error in a story after it is printed or aired, contact the reporter or ask Communications and Marketing to do so. Newspapers routinely run corrections of major errors. If the error is small, it might be better to let it go than to call more attention
Acadia University Identity Guidelines: Public relations.
23
to it. If the reporter does not respond to your concerns, contact Communications and Marketing for assistance. • If the story was well done, be sure to send along your thanks to the reporter and his/her editor or producer.
Formatting your information Having people understand or get interested in your news or event requires planning and the use of the five Ws and How: • Who – give the name of the story subject, correct spelling, title, grad year, and program. • What – name the accomplishment or event. • When – provide the date, particularly in timesensitive stories. • Where – provide the location of the event or the setting for the story. • Why – lead your story or news brief with the most important element first and explain why this is of interest to the audience. • How – tell how this event or accomplishment happened. • Always include a contact person and their email and telephone contact information. • Always include a quote that adds “emotion” and/or backs up your claim with authority. • Keep the language simple and straightforward. This is not an essay. It’s news, and as such there is always limited space and time for it to find a place in mainstream media.
What’s your Acadia story? Acadia University has a long and vibrant history. Our story is a collective, and you are an integral part of it. The art of storytelling is just that – an art – yet we all tell stories daily. Stories are an important part of our lives. We hear stories from friends, colleagues, students, alumni, and the media. They come in many forms, and some leave lasting impressions. By sharing our Acadia stories with others, we give them a chance to “be” at Acadia and get caught up in those intangibles that create the Acadia spirit. It’s our chance to draw new students and old friends into Acadia University. Whether it is at a party, the grocery store, a conference, a class setting, your Facebook page, your Twitter account, or your news blog – please tell your Acadia story. Remember the audience, and be sure to engage them.
Acadia University Identity Guidelines: Public relations.
24