Scope
This procedure forms part of JIBC’s Media Relations Policy (the “Policy”) and should be followed and applied in relation to dealing with the media under the Policy. Terms not otherwise defined in this procedure are as defined in the Policy.
Media Relations Procedures
Media may contact JIBC at any time for a statement or an interview. The Communications and Engagement Advisor (“Advisor”), or a designate, will respond to all media inquiries in a timely manner. The Vice-President, Brand, Communication and Engagement (“VPBCE”) is responsible for informing the executive committee, Board of Governors, senior leaders, and government interest holders of media inquiries as appropriate.
When the Advisor becomes aware of a media request, either directly or from a member of the JIBC Community, they will first assess the opportunity by:
- Gathering information from the reporter, including deadlines and questions for JIBC.
- Considering whether the request aligns with topics JIBC provides comment on as outlined in the Policy.
The Advisor will then recommend an appropriate response to the VPBCE, seeking feedback on any potential reputational, brand, operational or other risks. Depending on the recommendation and following input from the VPBCE, the Advisor will then either decline the opportunity, prepare a statement, or coordinate and support an interview.
Steps for Preparing a Statement
The Advisor will:
- Gather from the reporter the information required and the deadline for submission.
- Consult the President, designate, or relevant member(s) of the senior leadership team to determine the JIBC’s message and approach to its response.
- Write the statement; review it with the VPBCE and the member(s) of the senior leadership involved in the response as appropriate.
- When the statement has been reviewed and approved, the Advisor, or a designate will provide it to the media outlet prior to their deadline.
Steps for Coordinating and Supporting an Interview
The Advisor will:
- Contact the member of the media and gather details on the request, including what information they’re looking for and when their deadline is.
- Determine an appropriate spokesperson for the subject.
- Confirm spokesperson availability and interest and readiness to participate in the media interview.
- Schedule the interview with the media representative.
- Confirm interview and provide any relevant instructions to spokesperson.
- Prepare key messages as needed.
- Provide spokesperson with tips and advice for an effective interview.
- Offer any additional support as needed (images, background information, b-roll).
- For interviews involving photos or video, the Advisor will arrange to have an appropriate background or JIBC branding presence in the image where possible.
- Be present for the interview as determined necessary by the Advisor and VPBCE.
- Follow up with spokesperson after the interview to gather and provide any feedback or understand any potential risks or concerns.
- Follow up with reporter to thank them and see if there is anything else they need.
Guidelines for Identifying a Spokesperson
As noted in the Policy, only the VPBCE, President, or their designates, may speak on behalf of JIBC. Only the Board Chair or their designates can speak on behalf of the Board. However, when there is a specific request for a subject matter expert, the Advisor will consult with appropriate members of the senior leadership team to identify a spokesperson that:
- Has subject matter expertise.
- Is able to be supported and coached for an effective interview.
- Does not pose any known potential reputation or brand risks.
When media asks to speak to JIBC students, the Advisor will consult first with the VPBCE or their designate for approval. If the request is approved, the Advisor will work with Deans/Directors and/or the Vice-President, Academic to identify appropriate students.
The Advisor will direct inquiries not applicable or appropriate for JIBC to the appropriate organizations and their spokespeople (e.g. VPD Media Relations for VPD-related inquiries, RCMP Media Relations for RCMP-related inquiries, etc.).