MediaHANDBOOKCommunicationsPolicies&BrandGuidelines Communications Director Rickey Lawson, Jr. ISSUEDBOOK 24 Aug 2022
Creative Our goal in the Delta Health Alliance Marketing and Communications Team is to support and share the events, initiatives, stories and successes of the organization and its related entities. We work to bridge the gap between you, and the audiences you desire to reach, by offering a variety of communications platforms and services that encompass traditional and new media. We assist with event planning, marketing, social media, print, and promotional items and materials, copy-editing Weandstrategiccommunications.hopethatyourexperience with the Communications Team will enrich your programs and initiatives and allow your stories to reverberate across the organization and the community at-large. Enclosed, you will find guidelines on how to interface with our team However, this document is not meant to be all-inclusive. If you have any questions, please don’t hesitate to contact us. We look forward to working cohesively with you to put forth a polished and positive image of Delta Health Alliancethroughservingyourcommunicationsneeds. communicationscohesive 2 DELTA HEALTH ALLIANCE COMMUNICATIONS HANDBOOK
CONTENTS OUR services Communications & Marketing Handbook Copy Editing / Design02 Event / Program Promotion Video / Photography0304 Social PromotionalMedia Items06 Unfortunate Truths Best Practices050708 Media Guide09 Contact INFORMATION10 PAGE 04 PAGE 05 PAGE 06 PAGE 07 PAGE 08 PAGE 09 PAGE 10 PAGE 11 PAGE 12 PAGE 17 01 communications 3 DELTA HEALTH ALLIANCE COMMUNICATIONS HANDBOOK
OUR CommunicationsServices&Marketing Mission Statement Through a variety of print and new media, the Communications Team of Delta Health Alliance will support and advance the brand, voice and image of the organization as a whole and all of its sub-brands. We aim to: • increase awareness of products, programs & services • facilitate quality control in image, voice & branding • increase community engagement through a variety of traditional & new media OUR Services Copy PhotographyEditing & Video Production Event GraphicPromotionDesign Social Media Page / Posts Flyer, Save the Date Radio, Television and Paid Ads Newspaper, Press Releases, Inside DHA Newsletter Every Door Direct Mail (USPS) Branded Internal & External Communications BillboardsPromotionalPrintWebsiteServicesItems At the earliest stages of a project, we hope that you will loop the members of the communications and marketing team in to brainstorm the newest and innovative techniques to deliever your message to the audiences you desire to reach. 4 DELTA HEALTH ALLIANCE COMMUNICATIONS HANDBOOK
Printing Phase4phase
321Phasephasephase date.basis.membeDocumentssubmittedtotheCommunicationsTeamwillbeeditedbyboththedirectorandtheappropriatecommunicationsstaffr,timepermitting.Layoutwillbehandledbythegraphicdesigner,orbyexternalconsultants,onanas-neededIfexternalconsultantsorprintingisnecessary,fundsmustbeidentifiedbytherequester.Flyers,brochures,factsheetsandothersmall-scalelayoutprojectsshouldbesubmitted(atminimum)twoweeksinadvance.Largescaledocumentssuchasbooklets,reportsandproposalsmustbesubmittedfourweeks(atminimum)inadvanceofthedueTheymustbedouble-spacedandin12-pointtype.Theoriginalrequester,ratherthantheCommunicationsTeam,isresponsibleforthedocument’ssubmission/distributiontoitsfinaldestination.
Allow time for your document to be copy edited. Check in periodically to learn about our progress. Recieve a plain text proof (if edits are made) for your approval before the design process begins. Copy-Editing Phase Design Phase After the copy revisions are complete, the Communications Team will move (if requested) to-ward designing the document, and/or identifying an external designing/printing agency. The requester will be notified of the cost, via an invoice, and will be responsible for seeking approval and funds from the appropriate administrator.
The final document will be returned to the original requestor. Review the document and approve. An Acceptance to Print Form must be signed. Ensure that you have supervisor approval of the final version before the document is sent to a professional printer. After the form is submitted and the document is sent for printing or production, no further revisions may be made. Allow 7 days (at-minimum) to recieve a final printed version.
Initiate the Process
Finalize and submit your document to the communications team via JIRA (after approval from your administrator.) You will be contacted if more information is necessary.
Copy Editing, Layout & Design Steps to Success
The Communications Department may assist with distribution across digital platforms, as appropriate.
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Nail Down the Logistics, including: Who: Who is hosting? Who is on the agenda? Who is encouraged/invited to attend? Who are the guest speakers? Is it free and open to the public? What audience is this intended for?
Submit a Request Via JIRA
Identify a Media Spokesperson (See Enclosed Section on How to Communicate with the Media). Begin Advertising Early To ensure that news of your event lands in front of the maximum number of appropri ate eyes as possible, advertise for a minimum of three weeks. Promotions Phase3phase For Events, confirm with the Communications Assistant that your event has been placed on the DHA Master Calendar. If you are planning an event or brainstorming new ways to inform audiences about your program and wish the assistance of the Communications Team, please notify us during the earliest stages of planning, ideally three to six weeks prior to your scheduled event / promotion. For larger or more complex projects, more advance notice is needed.
Where: Building name, room number, address, city, state, zip Why: Why is this event being held? Why is it important? How: How would you like to promote the event? How (by what methods) will info be disseminated at the event (i.e., print deliverables, PowerPoints, webinars etc., microphones, speakers, screens)? Answer these questions as appropriate for your initative, event or program.
Initiate the Process
What: What is the purpose of the initative or event? What can people expect to learn or experience (including any special attractions)? What media coverage/promotions/assistance do you require? (Do you need tablecloths, backdrops, and video to share during the event, an event photographer, etc.?)
21Phasephase
Give us all the logistics. Advise on which platforms for promotion you’d like to utilize. Receive our questions or feedback. If you’re not sure the best platforms or methods to reach your audience, share with us your goals and we can provide some creative suggestions. Review this document for detailed processess on how to request various types of print and promotional collateral.
When: Include the Day, date, time, and itinerary (if applicable)
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Event / Program Promotion Steps to Success
Pre-Production Schedule a rehearsal (or two). Check the weather for outdoor shoots. Reschedule as necessary. Designate ample time to film the piece. Coordinate with the appropriate staff to ensure props, people, sites, and equipment are prepared on the shoot days. Inform people that if the shoot day runs long, they (and all props) will need to be identical on the next day’s shoot (including the same clothing, jewelry, makeup, and hair styles from the previous day.) This ensures that the footage between the two days can be cut interchangeably for a seamless storytelling experience. Make sure all staff has signed a media release form. Post notice at filming site (posterboard size) stating that “your presence is considered as consent to be filmed.
Production Post Production Submit a list of formal names of buildings, people, titles, classifications, etc. for credits and labeling Review the final product. Note any changes or suggestions for edits. Receive a final draft. The com munications team can assist with distribution across multiple platforms.
The photographer/videographer accepts video requests from all units within DHA. Production requests are evaluated for purpose, viability, and target audiences. Due to a limited staff, complex projects may require extended timeframes to complete, or require external support, depending on the length and composition. A private consultation with the photographer/videographer and/ or director should be held four weeks (at minimum) before the desired production date. This advance notice is necessary for planning, location scouting, cast and crew considerations, script writing, etc. At the director’s discretion, external consultants may be required to ensure a polished and successful production. If external consultants are necessary, funds must be identified by the requestor. For more information, contact the photographer/ videographer for a case-specific consultation.
Video Production & Photography Steps to Success
321Phasephasephase
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Identify the target audience, the purpose of the piece, and the desired reaction to be evoked from the audience. Work with the communications specialist to craft a script. Identify Locations and Cast (staff, students, community leaders, etc.) and have them sign a media release form. Secure any necessary props or costumes (e.g., books, machinery, plants, DHA shirts, etc.)
• Any use of DHA marks (such as logos and graphics) must comply with the Brand and Graphic Identity polices (enclosed). Do not create your own logo. Do not use any DHA logos, images, or iconography to promote a product, cause, political party, or candidate.
Submit an overview of the proposed social media initiative (via JIRA) to the Communications department.
•
• Review content for factual, grammatical, and spelling errors.
• Ensure that individuals featured on your social media site via photo or video have signed a media release form.
• Posts should be brief and end with a link to content on the DHA website when possible. Be sure to share other relevant DHA and community content.
Consider FERPA, HIPAA etc.
Steps to success 1
• Encourage comments from followers of your platform and be respectful of their opinions. However, moderators should monitor interaction to ensure that discussion does not attack individuals or entities, does not use offensive language and is not threatening. Reserve the right to remove inappropriate comments from users.
DELTA HEALTH ALLIANCE COMMUNICATIONS HANDBOOK
Creating a successful social media page requires careful planning and resource allocation. Before you begin to use social media on behalf of DHA, please: 8
Social Media Steps to Success
• Designate two staff members to moderate the medium and ensure that it is populated with engaging, interesting content for visitors. Before a social page is established, moderators should define their messages, audiences, and goals, as well as a strategy for keeping information up-to-date.
• Make it easy for people to find your site. Please ensure that Delta Health Alliance is listed prior to your program, department, or unit title. Try to avoid using only acronyms when naming your site.
• Prepare for the necessary time commitment. A social media site will only be effective if the staff members take the necessary time to generate interesting and interactive content. A channel that lies dormant can be worse than no channel at all.
• Charitable contributions to (or on behalf of) any program (including via GoFundMe) whose mission is to support DHA must comply with DHA guidelines.
• Do not post confidential or proprietary information about DHA, students, employees, or affiliates.
• DHA does not monitor the personal social media sites of its employees; however, we reserve the right to review any site or activity deemed as potentially in violation of workplace policies.
Employees who share confidential information do so at the risk of disciplinary action or termination.
Identify Your Target Audience
Promotional items must be approved by the Communications Team. All non-media staff should refrain from communicating directly with third-party promotional agents. When you know what you would like to order, submit this information to the administrative assistant for the Communications Department (via JIRA). He or she will communicate with the agency on your behalf. Artwork for promotional items must confirm to brand identity. If you have a concern about the design, please call or visit the Director for Marketing & Communications or the Communications
Submit a photo of the item, as well as all ideas for lettering/ personalization 4 weeks (at minimum) prior to the planned distribution date {i.e., Name of program, logo, etc.) through JIRA. Receive revi sions (as needed). Approve the revisions. Communications staff will contact the seller and place the order. Receive a Design Proof. Submit a request
Ensure
Obtain supervisory approval. Submit the documentation necessary for payment. Continue to liaise with us throughout the ordering process. Receive your items. Vendor is Paid
If you frequently order promotional items, sign up for the 4imprint Blue Box at www.4imprint.com. Once per month, you’ll recieve blank samples of items such as t-shirts, water bottles, lunch bags, pens, pencils, hand sanitizer and more. Blank samples help to ensure that you are aware of the quality and variety of items available. up for next time
Promotional Items
Do you need a fun item for kids or a classy item for stakeholders or donors? Knowing the target audience can help inform on what types of products may be right for you. There are thousands of items to choose from. We can provide some suggestions, or you may browse promotional sites such as 4imprint.com. Seek supervisory approval and consider your budget.
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Gear
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requests.AllprojectsmustbesubmittedthroughJIRAfordocumentationandschedulingpurposes.Whenunavoidablelast-minuterequestsoccur,eachcommunicationsstaffmember(afterconsultationwiththeDirector)hastherighttoconfirm,deny,orre-prioritizearequest,basedonhisorhercurrentworkload. Brand
No entity of DHA is authorized to distribute self-created media without prior approval from Communications Team, to include mass emails, flyers, logos, promotional items, social media pages, radio, and television airtime, etc. All media-related requests need to be funneled through our department.
Due to limited staff, we reserve the right to prioritize our presence, particularly at concurrent events, based on newsworthiness. In our absence, we offer you the opportunity to have someone from your staff craft coverage for submission (photography, news stories.) We reserve the right to edit, change or decline to run this content, at our discretion. For best results, the Communications Department highly recommends that your Program or Unit designate a media-savvy liaison for interface with our department. This liaison will conduct basic media coverage in the event of our absence. The designated liaison will undergo a media training session with the Communications Team (TBA). Social Media Sites Approval is required before establishing a social media site for DHA, in whole or in part, or before posting on external sites on behalf of DHA (to include schools, clubs, event specific pages, etc.) See our section Guidelines for Social Media for more information. Thecommunicationsteamreservestherighttodistributeallofitsoriginalcontentatitsdiscretion.
unfortunate Truths
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Proper submission of work requests With all due respect, “A lack of planning on your part does not constitute an emergency on ours.” No member of the Communications Team is available for “word of mouth” Use Policy
Edited video productions generally should not exceed 3 minutes. The standard promotional video package is 15 seconds, 30 seconds, 60 seconds or (less used) 1:30, 3:00.
For a copy of the forms mentioned in this document, as well as other pertinent information about communications and marketing, visit our intranet link. 11
In 2021, the old DHA logo (featuring a stylized river delta) was discontinued. Please ensure that all of your deliverables (including e-mail signatures, name tags and business cards) reflect the new logo (triangle or delta symbol). The DHA stationery, business card, powerpoint and notecard templates are available on the intranet.
Use the official PowerPoint template for all professional presentations to the general public. Access a copy of the template via the intranet. For questions about graphics and branding, please submit a request through Jira for a consultation. We will not make changes based on personal taste, only factual errors. Limit revisions to two times per project.
DELTA HEALTH ALLIANCE COMMUNICATIONS HANDBOOK
Any persons filmed or photographed at events should sign a media release form before their image is captured. Children under the age of 16 may not be photographed without parental consent (via a media release form.) For large crowds of adults, please post a copy of the form near the event’s entrance or sign-in sheet which states that by entering the premises, or by completing the sign-in form for the event, they acknowledge their consent to be photographed.
Best Practices
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The Golden Rule for dealing with the media is to remember that when approached by someone outside of DHA’s organization, ALWAYS first refer them to your communications department. This allows us to properly vet the individuals or organizations to avoid any possible collateral damage.
If you work in a specific program area and would like to address the public in any way, please submit a ticket through JIRA to the communications department. This will allow us to meet with you and create a plan to ensure that everything goes smoothly. We must work together to present a unified front to the media and to the communities that we serve.
A Guide for Dealing with the Media
Formal communication with external audiences is an important part of the Delta Health Alliance’s (DHA) communication and public relations activities. Public relations affect how our current and prospective program participants, and the communities we serve see our organization. The following guidelines on media relations and public presentations are intended to improve and enhance the visibility and expertise of DHA and our image.
use good examples
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Good reporters illustrate their stories with specific examples. Use DHA program successes to make a point based on a specific participant’s experience. Either obtain permission in advance or present it as a hypothetical example.
When asked about a sensitive or complex issue, prepare a written statement or answers to anticipated questions to which you can refer during the interview.
Gather facts and prepare a comprehensive but concise reply. Try to emphasize two or three key points in your remarks.
Even though reporters are always faced with deadlines, you should never compromise the accuracy of your response. If you don’t have the expertise or information to give an adequate reply, refer the reporter to someone who does.” be accurate
Respond Quickly & Expertly There is more to being a good source than being quoted regularly. A reporter will appreciate your candor if you don’t know the answer to a question. If that happens, the appropriate response is ”I can’t answer that question for you.”” Then, if possible, explain why you can’t, so there’s no mystery. Not explaining can only lead to speculation. If the reporter asks a salacious or inflammatory ques tion, reply by saying, ”No comment.” If possible explain why you can’t comment (pending investigation; as this is now a legal matter; because you don’t know the answer, etc.) otherwise you will sound suspicious, as if you are covering up. In these cases, if possible, offer to help put the reporter in touch with someone who can answer.”
...by email if possible. If you are either not prepared or not able to provide an objective comment for a reporter, don’t hesitate to suggest that someone else could assist the reporter. Always loop the communications director into the conversation.
Ask as many questions of the reporter as necessary to determine the scope and nature of the article. If you have been asked to supply data or research, make sure it is accurate. If you build your case with understandable facts, it will be difficult for the press to ignore them.
Clarify reporter’s questions
Respond to all Questions
lf invited to an interview, communicate with the reporter via email, asking if he/she can send the questions in advance. This will ensure that you understand the questions; that you have time to properly answer the questions; and that you’re not ambushed with questions you weren’t prepared to answer. Notify the communications director of the questions and your suggested responses. He or she will approve or modify your responses.”
Prepare with facts
Do’s and Dont’s When DHA staff are quoted by the media, they help to promote the efforts of the organization to serve the communities of the Mississippi Delta, and to build a better understanding of the many programs we offer to attract new participants. The following key principles are intended to aid our members in responding effectively to the media:
Do’s and Don’ts (Continued)
Don’t Say Something if You Do Not Want it to Appear in Print. If you want to give a reporter information, but don’t want to be quoted as its source, provide the information only after you have agreed with the reporter that you are providing “background information,” and as such the statement is “not for attribution.’”
Don’t Speak Carelessly
Don’t Expect to Edit the story
In addition to DHA program participants, community members and others, meetings and events may include media representatives who may report your remarks and may want to interview you. Represent the brand, not your personal persona. Stick to the facts ans refrain from opinions and personal assessments.
Don’t be tempted to confide in a reporter off the record. Actually, most reporters try to keep such confidences, but the risk is great, as nothing you say to the media is ever truly “off the record.” Bottom line: If you don’t want something to appear in print or be included, don’t say it.
Be Aware of Media Presence
Don’t Expect to See an Advance Copy. Don’t badger reporters or editors to run your views. Don’t call reporters unless you have a reason. Most media rarely let outsiders review or edit their material. However, cooperate fully when asked to verify information about yourself or confirm a statement for attribution. Some reporters will, in fact, allow sources to review quoted material for accuracy, especially when a subject is highly technical. But do not expect to be allowed to edit the article. If quoted material appears to be inaccurate, discuss it with the reporter. The reporter is likely to agree to change it. But do not expect to be allowed to reword quotes that both you and the reporter agree are accurate presentations of what you said. Only a very generous reporter will do this.
Don’t Go “off the record”
Don’t be surprised by misquotes
Don’t Be Surprised by Misquotes or Unfortunate Contexts. There are no guarantees in dealing with the media. You may not get the results you had hoped for. Putting yourself into the public eye is a risk and, at the very least, someone may misunderstand or disagree with you. However, if all your communications are honest and open and if you have no hidden or personal agendas, the media will consider you a valuable and reliable resource. If you are misquoted or the meaning of your statement is altered through its context in an article, discuss the situation with the communication’s director to determine the approriate response (if any.)
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•Trap #1 - The oft-repeated question. This is a common technique to get the source to say something he has already indicated he doesn’t want to say. The interviewer will ask a question. The response will be, “I don’t know” or “I can’t say.” The interviewer will then ap pear to go on to other topics but will come back to the unanswered question often.
•Trap #2 - The negatively phrased question. This is something like, “Isn’t DHA really spending money on things that don’t help the people in the Delta who really need it?”
Counter technique: There’s only one: Keep answering the question the same way without getting irritated.
Be Mindful
When interviewed by a reporter, not all questions may be innocent. Reporters are trained in a variety of techniques to elicit the information they want. Beware the common traps below and use the recommended counter technique.
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Counter technique: Turn your answer around and make it positive. Say some thing like, “Let me share with you how are funds are spent and the ways in which we’re helping the communities we serve.” Then go into what they are.
•Buy thinking time. If you need a few seconds to get an answer together, try these time-buying strategies. Repeat a part or the entire question. Use an introductory phrase like, “I’m really glad to have the opportunity to talk with you about ____, because it’s something I’ve thought about a great deal.” It’s a debater’s technique, and it will help you to get your scattered thoughts together more than you might •Countexpect.afew beats before answering. If your answers are starting to sound “canned” or rehearsed, try the simple tech nique of waiting three seconds before answering. The slight pause will make your responses seem fresh. as if you’ve never uttered them before. Change the subject by using conversation bridges. Talk about what you want to talk about, as long as the information you want to provide is closely related to the questions being discussed. If the reporter asks a question that enables you to give a short reply, answer briefly and then “bridge” to another topic by saying something like, “I think your readers might also like to know...” or “Let me answer that another way...” or “That question reminds me of another point you might be interested in” and then elaborate on the topic of your choosing.
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•Correct any misinformation. If the reporter quotes the wrong statistic or fact to you and you have the right one, politely correct him or her. Do not let incorrect details go by unchallenged. If you know it’s wrong but don’t have the proper information at your disposal, offer to get it and call back.
Counter technique: Say what you have to say and then be quiet---even if you’re on TV or the radio. It isn’t your job to keep the interview moving forward, it’s the reporter’s.
•Trap #3 - Multiple questions packaged as one. Some reporters like to ask several questions at once without giving the inter viewee time to respond to each one separately. They’re hoping for an interesting slip-up. Counter technique: Don’t try to answer all the questions as one. Ask the interviewer to rephrase them one at a time. You don’t have to remember them all.
•Taping the interview. The reporter will probably want to tape the interview and will ask you if you mind. This is stand ard operating procedure for most reporters, and it helps ensure the accuracy of their news stories. Allow the taping.
•Trap #4 - Silence. Often the reporter will ask a question, the interviewee will answer it and the reporter will just sit and stare. The reporter is hoping the source will add to the statements already made.
The following are useful techniques to consider when being interviewed:
Delta Health Alliance (DHA) is an innovative partnership that binds together communities of the Mississippi Delta to improve the quality of life. Comprised of more than 40 programs focused on every stage of growth, DHA offers the tools, guidance and resources to meet the needs and challenges of those who call the Delta and surrounding area their home.CONTACTwww.deltahealthalliance.orginformation P.O. Box 277 Stoneville, MS 38776 communications@deltahealthalliance.org662-686-7004
