• Section 1 - Purpose
• Section 2 - Scope
• Section 3 - Media Communications Activities
• Notifying the Media and Public Relations Team
• Media releases
• Staff comment to the media
• Student comment to the media
• Section 4 - Roles and responsibilities
• Section 5 - Definitions

Section 1 - Purpose

(1) This Procedure:

1. gives effect to the Brand and Reputation Policy;
2. prescribes the management of UOW media activity; and;
3. supports UOW’s ability to protect and enhance its brand and reputation.

Section 2 - Scope

(2) Words and phrases used in this Procedure and not otherwise defined in this document have the meanings they have in the Brand and Reputation Policy.

(3) This Procedure shares the same application and scope as the Brand and Reputation Policy.

Section 3 - Media Communications Activities

(4) All media liaisons will be handled by the Media and Public Relations Team. The team will engage with UOW subject experts, senior management, staff and students to write, approve and distribute all media releases. The Media and Public Relations Team will also provide advice and training to Staff in dealing with the media.

(5) All media enquiries must be referred to the Media and Public Relations Team to allow a timely, accurate response.

(6) The Chancellor is approved to issue statements on behalf of Council.

(7) The Chancellor, Vice-Chancellor and President, and members of the Senior Executive, or other approved officers of the University as specified in the Delegations of Authority Policy and/or in resolutions of Council are authorised to issue statements on behalf of the University and approve issuing of public statements by specific UOW staff.

(8) The Vice-President Operations is authorised to approve use of the University's name by third parties.

Notifying the Media and Public Relations Team

(9) The Media and Public Relations Team must be informed of events that may attract the attention of media outlets, including events with UOW involvement, members of the media approaching Staff for comment, or Staff wishing to speak to the media.

(10) The Media and Public Relations Team must be advised of any expected media visits or upcoming media opportunities as soon as possible and at least a week prior to the media visit / opportunity.

(11) The Media and Public Relations Team must be advised of any issues that may become contentious or of interest to the media.

Media releases

(12) UOW media releases must only to be issued by the Media and Public Relations Team to ensure:

1. the content is professionally written in journalistic style;
2. the timing of the story's release is appropriately coordinated with other UOW media activities;
3. the content is correct and appropriately authorised for release.

(13) The Brand, Marketing and Communication Division will assist with managing content and the availability of spokespersons in response to media enquiries.

Staff comment to the media

(14) Staff authorised to represent UOW in the media are representatives of UOW and must act in accordance with all UOW policies regarding authorised spokespersons, including but not limited to, the Use of the University Name in Public Statements and the UOW Code of Conduct and the Brand Approvals Procedure. This includes disclosing their official position.

(15) Where media opportunities are identified, staff are encouraged to engage with the media to share their expertise on matters of community interest.

(16) When communicating to the media as a representative of UOW on a matter within their area of expertise, academic staff and Directors/Chief Officers must state that they are an employee of UOW. The staff member can also name the relevant division, academic unit or research group to which they belong.

(17) Staff must contact the Media and Public Relations Team for advice on how to represent themselves to the media and seek advice and how to prepare for a media interview.

(18) The University is committed to the principles of academic freedom as defined in the University of Wollongong (Academic Staff) Enterprise Agreement. Comments made by staff that are not within their area of expertise, or in circumstances where that Staff member is not speaking as a representative of UOW, must be made in that Staff member's private capacity. The staff member must state that the comments made by them are personal opinions.

Student comment to the media

(19) Students, selected to be speak to the media as representatives of UOW must do so in accordance with the Use of the University Name in Public Statements Policy, Brand Approvals Procedure and the Student Conduct Rules.

(20) Students must seek advice from the Media and Public Relations Team on how to represent themselves to the media and how to prepare for a media interview.

Section 4 - Roles and responsibilities

(21) The Media and Public Relations Team within the Brand, Marketing and Communication Division is responsible for managing all media relations for UOW and its entities, research centres and activities.

Section 5 - Definitions