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08-001_Media Relations Policy_20218-001 Page 1 of 6 MEDIA AND PUBLIC RELATIONS Policy 8-001: Media Relations Policy Approval Date: February 8, 2021 Approval Authority: Council, Resolution 2021-064 Effective Date: Next Scheduled Review Year: 2025 Department: Corporate Services Last reviewed: 2021 Revision Date/s: Schedules: POLICY STATEMENT Inquiries from the news media are important to the Town of Tillsonburg and should be addressed as quickly and professionally as possible. Every call is an opportunity to convey information to residents and other stakeholders about the actions, programs and services of municipal government. Responses to media inquiries whether in person, via telephone, email or on-line should convey accurate and timely information. Media relations are part of a proactive communications program to inform and engage the community. PURPOSE The purpose of this policy is to ensure that the Town of Tillsonburg: • Maintains positive relations with the news media by providing timely and accurate information; • Makes available the most appropriate spokesperson based on accountability and responsibility; • Conducts media relations in a manner that is objective, understandable, open and transparent; 8-001 Page 2 of 6 • Establishes protocols to manage communications to the media; and • Comments to media only through authorized staff. SCOPE Applies to both Council and Staff. DEFINITIONS None POLICY Roles and Responsibilities Communications Staff Communications staff coordinates media relations for the Corporation including: • identifying emerging issues likely to require media comment • developing media strategies in consultation with Council/Management • preparing support materials including media releases • monitoring media coverage to assess results • coordinating media training for all Town spokespeople • providing spokespersons, if required, during municipal emergencies as a means of communicating important public messages Unless otherwise noted, the Town’s authorized spokespeople are: • Mayor (or Deputy Mayor) • Chief Administrative Officer • Directors • Councillors • Fire Chief • Managers (if they are authors of a Council report) As a rule, anyone contacted by the media should advise Communications, the CAO and the Mayor of the contact as soon as possible. Authorized Spokespeople The following individuals are authorized to interact with local media as follows: Mayor In general, the Mayor is the chief spokesperson for the Town of Tillsonburg, representing Town Council and Town staff. The role of the Mayor is to provide high- 8-001 Page 3 of 6 level context and editorial commentary regarding an issue. The subject matter may include: • Summary of issue • Why a decision was made o Benefit(s) to the taxpayer o Information considered in making the decision o Why the issue is a priority at this time • How the decision links to a larger Council direction, objective or strategy In the Mayor’s absence, the Deputy Mayor or other designate will serve as spokesperson. During a municipal emergency, the Mayor (or designate) will also represent the Town’s Emergency Control Group, • Summary of situation • Actions taken to date • Next steps Chief Administrative Officer (CAO) The CAO speaks on behalf of the municipality regarding all administrative functions of the organization. Directors The role of senior staff is to provide factual or clarifying information to the media as it pertains to programs, services, activities, initiatives and within their business area. This subject matter may include: • Costs/Budget • Operational details (i.e. policies and procedures) • Technical details (i.e. equipment) • Public engagement process details (i.e. surveys, open houses, public meetings) • Implementation timelines Departments may also designate spokespeople to respond to media inquiries/make public statements, taking into consideration their areas of expertise and knowledge. Fire Chief 8-001 Page 4 of 6 The Fire Chief speaks to media regarding operational issues within Fire & Resue Services, including public safety messaging. In a municipal emergency, the Fire Chief may also represent the Town’s Emergency Control Group, in consultation with the Mayor and the Emergency Information Officer. Town Councillors Councillors may be called upon to clarify comments they have made during a Council meeting, or as a member of a Council advisory committee. Councillors should remind media that the comments represent their personal views and are not necessarily reflective of the formal position of the Town of Tillsonburg. Councillors should emphasize their respect for the decisions of Council. Managers Signatories of a staff report may provide clarification or background to the media on a report’s content. However, no comment other comment or opinions should be given. Communications Staff Communications staff may provide background information to media only, but no direct comment unless no other authorized spokesperson is available. In a municipal emergency the Communications Officer will have the role of Emergency Information Officer, as noted in the Town’s Emergency Management Plan. Non-Spokespersons Media may attempt to contact Town staff who are not designated and authorized as spokespersons. In the event of this situation, staff should: • Treat the reporter as a customer: be courteous and professional • Explain that he/she is not a spokesperson for the Town and respectfully decline the request for an interview or information, and • Ask for: o Journalist’s name and media outlet he/she represents o His/her contact number o His/her deadline o The topic of the interview 8-001 Page 5 of 6 o Suggest, in some cases, (technical or sensitive topics) the reporter forward questions in an email to Communications or the appropriate spokesperson o Advise that the request will be forwarded to the appropriate spokesperson and o Provide details of all media calls/contacts to their supervisor and/or Communications staff in a timely manner so the most appropriate spokesperson may respond to the request Town-Initiated Information Most proactive public and media content is initiated and implemented through the Communications division. This includes print, broadcast and online advertising and posting, news releases and contact with reporters and editors for media coverage. Departments seeking publicity for services, programs, or events should contact Communications as early as possible in the process. It is not appropriate for departments to contact the media directly unless Communications staff have been advised. Sensitive or Controversial Issues In general, anyone contacted by regional or national media should assume the request is related to a sensitive or controversial issue and forward the request to Communications staff, who will determine a response plan in consultation with the Mayor and CAO. Litigation and Personnel Issues Generally, the business conducted by the Corporation of the Town of Tillsonburg is public. However, inquiries regarding litigation or pending litigation, and certain personnel-related issues, or the disposition of municipal property information are exceptions. Inquiries regarding non-public matters, referenced above, should be referred to the CAO. Crisis or Emergency Issues During a crisis or declared emergency, the procedure for working with the media is highlighted in the Town’s Emergency Response Plan. The plan designates the 8-001 Page 6 of 6 Communications Officer as the Emergency Information Officer who, along with the Clerk, will act as the main point of contact for the media. They will be further assisted by alternates and members of the Emergency Control Group who will prepare and disseminate emergency public information. Photo Requests/Consents Communications staff will facilitate the media’s requests for photographs and interviews by arranging opportunities with appropriate staff. Photos taken by staff, outside of media photo opportunities, for promotional purposes must have a Town of Tillsonburg photo consent form signed by those being photographed, if they include images of identifiable individuals. Media Representation at Council Meetings In accordance with the Municipal Act, Council meetings are open to all members of the public, except for “closed” meetings. Every effort should be made to encourage accurate news coverage of Council meetings and the decisions of Council. Copies of Council agendas are made public prior to all Council meetings and meetings are regularly covered by print publications and Rogers TV.