• Section 1 - Purpose and Context
• Section 2 - Definitions
• Section 3 - Policy Statement
• Part A - Unacceptable Media Relations
• Part B - Media Management
• Part C - Media Training
• Part D - Contacts
• Section 4 - Procedures
• Section 5 - Guidelines

Section 1 - Purpose and Context

(1) In order to position UWS it will be necessary to grow its reputation through positive media coverage in credible media outlets.

(2) It is particularly important that the University of Western Sydney be perceived as a major entity and contributor to Australian society and world research, and as the intellectual leader of its region. Currently the perceptions of UWS are much less than that. It is necessary in order to grow the reputation of the University, to focus very strongly on its positives, and especially its research outcomes.

(3) In addition UWS is and will continue to be a centre for media attention. This will occur at the local, metropolitan and national level. It is critical that we manage this area of UWS activity, and provide media outlets with ways to constructively engage with UWS.

(4) This policy facilitates these desired outcomes by ensuring that the University speaks with a strong factual voice on all matters pertaining to its operations and values.

(5) This policy identifies a protocol to be followed in relation to media contact, and procedures to be followed to ensure that positive outcomes are maximised for the University.

Section 2 - Definitions

(6) Nil.

Section 3 - Policy Statement

(7) The Chancellor (or in his absence a nominee of the Chancellor ) speaks for the Board of Trustees of the University.

(8) The Vice-Chancellor may speak on all areas of the University's activity, however good practice indicates that the senior officers responsible in the areas of media concern should be the spokespeople.

(9) All senior staff (University Executive ) therefore will be the spokespeople of record for the areas directly under their control.

(10) The relevant Executive Dean and Head of School would speak on behalf of their Colleges and Schools.

(11) Note that this policy is designed to encourage individual academic staff members whose research is in progress or finalised, to engage with the media to showcase their research.

(12) In showcasing the University's teaching the Deputy Vice-Chancellor Academic and Enterprise, the Pro Vice-Chancellor Learning and Teaching and the Chair Academic Senate would be the appropriate spokespeople.

Part A - Unacceptable Media Relations

(13) At the individual level, many academics and senior administrators are experts in their professions. As such, they are valuable media properties and UWS, as the employer, has rights in the way in which they represent themselves and their opinion to the media.

(14) For a UWS individual - staff or student - to express an opinion that deliberately and intentionally de-positions UWS and risks consequential reputation damage is a serious matter.

(15) Whilst academic freedom is valued and should be protected, the definition of academic freedom does not expand to cover areas pertaining to the University which are not in the area of expertise of the individuals concerned, and where they may reasonably not have all of the facts at their disposal. This policy explicitly regards it as irresponsible for staff members, both general and academic, to engage with the media in any activity or comment which is designed to bring the University into disrepute, or which represents a personal viewpoint as a viewpoint held by the University. Breaches of this policy are deemed breaches of the Code of Conduct.

(16) The University of Western Sydney encourages open and fair treatment of all perceived areas of concern, and it respects the rights of individuals to seek redress or remedy in accordance with the relevant legislation. In fact the University welcomes "whistleblowers", and there are appropriate mechanisms within the University and government to meet the needs of staff who have major issues. Recourse to the popular media is a last resort, and whilst UWS respects the rights of people to take that action, it requests staff and students to seek other remedies first.

(17) From time to time experts within the University of Western Sydney may hold views which are within their expertise area, but which could be controversial, or may cause offence to some stakeholder groups. The University requires the staff member to seek permission of the University, through the Director Media and Communication, to use their University of Western Sydney designation if such views are to be expressed in the press. Failure to consult in these instances could result in the staff member not being covered in the event of any future actions.

Part B - Media Management

(18) All media liaison will be handled through the Media Services Unit, Office of Media and Communication. The Media Services Unit is available to assist with media liaison, and will be responsible for the writing and distribution of all press releases. Staff who have media contact which has not been initiated by the Media Services Unit, are required to advise the Media Services Unit of the details.

(19) Staff who are involved in media contacts should make every opportunity to ensure that UWS is mentioned, featured or otherwise acknowledged.

(20) Staff who become aware of issues or potential issues that could become adverse media outcomes for the University, should contact the Media Services Unit. Please note that it is better to have a plan and have nothing happen, than have no plan and have negative public relations.

Part C - Media Training

(21) The Office of Media and Communication will provide high level advice and support to academic staff and will make available appropriate media training for staff, using highly acclaimed media personalities. All academic staff who are engaged in research are encouraged to take up this opportunity. Sessions will be advised by email as and when they are being run.

(22) The following tips, whilst not substituting for training, will assist you to manage your media contacts in a positive way.

1. Get the right information. In order to prepare your message, you need to know what sort of story the journalist will be writing/broadcasting. Ask if it's a news or feature story. Who else will they be interviewing, what is the deadline, what is their 'angle' and, if it's for radio or TV, whether you will be interviewed 'live'.
2. Ask for time. Journalists often want an immediate response but it's perfectly reasonable to ask for time to consider the request and prepare your key message. Tell them you'll call back in 15 - 30 minutes and make sure you keep your promise.
3. Contact the Media Services Unit. The media unit must 'clear' all contact with the press. The media unit will help you prepare your key message so it's 'media friendly' and 'newsworthy'; and advise on the best strategy. The unit can also 'filter' journalist inquiries for you.
4. Prepare your key message. Consider the obvious questions a journalist might ask, e.g. what happened, how did it happen, when did it happen, why did it happen, where did it happen, who was involved, what is the impact etc.
5. Keep it short. Strip your message to the bare bones and think headlines. If the crux of your message cannot be expressed in a few words (maybe a sentence) it's unlikely to be successful. Keep returning to your key message.
6. If you don't know, be honest. Tell the journalist, you don't have the information at hand but you can call them back later with the information.
7. Use appropriate language. Be aware of your audience. You will probably use a different language when interviewed by a popular paper than by a scientific journal.
8. Be positive. Don't express a totally negative message. Offer a practical solution to the problem. Make sure UWS is seen as an active and responsive institution.
9. Facts and figures are often good. The media loves numbers because they are seen as 'independent' and 'factual'. Find some good numbers to back up your key message. And keep repeating them.
10. Whatever you say is quotable. Some journalist might promise they won't quote you and will ask for information 'off the record' or as 'background information'. Remember whatever you say to a journalist can always be quoted.

Part D - Contacts

(23) This media policy should be read in conjunction with the Code of Conduct of the University and the Crisis Management policies of the University.

Section 4 - Procedures

(24) Nil.

Section 5 - Guidelines

(25) Nil.