Office of Information and Public Relations
Alabama A&M University
Policy and Procedures Manual
(2004-05 Revision)
OVERVIEW AND STATEMENT
The Office of Information and Public Relations (OIPR) maintains that the amount of positive communication about the events, activities, people and programs of an institution of higher learning often correlates with the public's perception of the school. This manual has been developed to provide office staff and other interested parties with a viable set of guidelines by which the office will offer its services. In direct accordance with the current Policies and Procedures Statement of the Office of Research and Development, under whose umbrella OIPR serves, this manual exists as an informational tool relative to OIPR's commitment to serve its role in carrying out the President's Eight-Step Plan for University Greatness; maintaining operational harmony; and achieving overall efficiency of staff. While the minimal standards of human interaction, performance and office staff behavior are launched in this manual, such an approach only serves as an unscientific basis for evaluation of same.
MANUAL BASICS AND GIVENS
(Listed Alphabetically)
OIPR holds the following policies and procedures to be institutional givens:
Assignments: OIPR staff members are expected to carry out assignments expeditiously, whether or not timelines are given. Assignments are expected to be carried out in accordance with the staff member's best judgment and expertise and without frivolous delay. Staff members may be required to complete Supplemental Assignment Reports (Appendix) at the request of the Director. Such reports may be made a part of the Director's monthly reports to the Vice President for Research and Development.
Confidentiality: In accordance with the confidentiality statement issued by the Office of Research and Development in the "Organization and Operations Manual" of 1993 and subsequent revisions, OIPR maintains that official information considered sensitive or critical to the best interests of the University, its personnel or others that is accorded to office staff by virtue of their position be deemed matters of trust. Unauthorized disclosure of such information will be grounds for immediate recommendation for termination.
Dress and Decorum: Office staff members are expected to wear attire and maintain appearance in line with normal professional standards of good personal hygiene and good taste in an office that attracts visits from the public at a major state university. While the office does not stress a dress code that insists upon a European model of office attire, its emphasis is on neat appearance and appropriateness of dress chosen. Additionally, the office will allow, at employee's discretion, participation in Casual Friday. Uncouth behavior that is unseemly for adults and a professional office setting will be considered inappropriate. Likewise, behavior that negatively impacts on the work performance or proper office atmosphere of co-workers will not be tolerated. Music from various sound systems will be allowed at acceptable decibels.
Education and Professional Development: OIPR recognizes that not all individuals accept its generous latitude in the same manner and are often prone to abuse it rather than use it as an opportunity to advance themselves and their capabilities. OIPR further recognizes the importance of professional development and life-long learning. To the extent that resources are available, the office will underwrite the costs of workshops and seminars for staff members. Tuition assistance requests will be accorded at the Director's discretion.
Interpersonal Relationships: An opportunity for OIPR employment is among the most coveted campus-wide, owing to the perception of the office as an ideal place to work and the consistent demeanor of its administration. Yet, personality conflicts among office staff are deemed inevitable. Nonetheless, conflicts are expected to be resolved professionally. Conflicts that linger to the point of impacting job assignments will not be tolerated and could result in removal from the office staff and immediate replacement.
Joint University Assignments: No employee of OIPR will accept paid or voluntary work on a part-time basis with another University entity or organization without express approval from the Director. Such work should not impact on the employee's performance of assigned OIPR duties during the normal office hours. Moreover, such part-time assignments must not carry over in such a way as to impact on fellow employees of OIPR or OIPR resources. After monitoring said joint assignments, the Director reserves the right to rescind approval should it be determined that the additional assignment has a negative impact on the office or the employee's ability to meet his/her objectives.
Office Hours and Attendance: Normal duty office hours are 8 a.m.-5 p.m., a period inclusive of a one-hour (1) lunch break. The lunch hour (usually taken between 11:30 a.m. and 1:30 p.m.) must be coordinated with the Director. But under no circumstances is a staff member to leave the office unattended for a significant period of time. OIPR staff members who choose to work through lunch must not assume that doing so automatically entitles them to take that hour at another period during the workday. Any lunch assignments are offered based on the Director's determination of the workload and are his sole prerogative. The use of student workers to cover the desks of staff members in their absence, in particular, and the office, in general, will be determined by the Director.
Organizational Structure: OIPR consists of a Director, who provides unit supervision and coordination; an Information Specialist, who contacts the media using constantly updated lists; a Publications Specialist, who offers quality assistance in publication development to requesting units; an Administrative Secretary, who maintains office records and provides clerical assistance and office management; and student workers, who perform duties assigned by office staff. Staff members are to be reminded that they report to and are evaluated by the Director, and that they are not a permanent part of OIPR staff by privilege nor the actions of any other administrative entity prior or present.
Security: Personnel are expected to secure their own offices and the materials within them. Keys will be accorded and remain in the custody of each staff member throughout employment and are expected to be returned upon termination of employment for whatever reason. Staff members are responsible for any visitors or children they may bring into the office.
Visitors and Staff Children: OIPR recognizes that situations exist that will necessitate a staff member's need to bring a child to the office during normal operating hours. The office encourages staff familiarity with each other's family members as part of the extended office family. Children are expected to conduct themselves in a way that does not negatively impact on the performance of duties of other office staff. The office staff will also conduct themselves in such a way as to make visitors on University business feel welcome and that an attitude and willingness exists to fulfill their requests. Under no circumstances, however, should the office be used as a conduit to transact personal business or ventures; part-time assignments even on behalf of the University (without Director's consent); and other actions that infringe upon the professional decorum of the office.
Work Ethic: Quality performance is the accepted norm of OIPR staff members. Staff members are expected to complete assignments with thought and attention to detail. They are expected to proof their own work for mistakes. They are expected to submit unrushed, representative assignments and to keep copy of same to document their commitment to helping the office improve institutional image. Staff members are also encouraged to show consideration for fellow staff. Staff members are to expect diverse visits from diverse members of the public and are to treat each and every member with respect, listen attentively to their needs and concerns, and exemplify an attitude and willingness to provide assistance. Calls are to be received with an attitude and willingness to fulfill requests. Requests that can be fulfilled by staff other than Director should be carried out expeditiously. All phone calls must be handled politely and professionally, without abruptness of tone. As a member of the Public Relations staff, each employee is expected to go the extra mile toward serving the public and advancing the public relations image of the University. Employees are expected to utilize time that is not used in the fulfillment of a request from the Director to advance their on expertise in such a way as to make their role and contribution in the office indispensable. Lackluster performance and failure to act as a team relative to OIPR and Research and Development directives will be taken into account in evaluations and/or should the office be forced to downsize.
AIMS
OIPR aims to showcase the university, its people and programs, in the most favorable light possible. Consistent communication to various constituents must be maintained at some level, and OIPR will review its goals and objectives as they relate to overall institutional priorities outlined by the University President and met through the initiatives of the Vice President for Research and Development.
OFFICE PERSONNEL
(See Vitae in Appendix for Responsibilities and Credentials)
Director
Publications Specialist
Information Specialist
Administrative Secretary
Bi-Weekly/Work-Study Students
POLICIES AND PROCEDURES
1.0 Public Information Program
The President--and Vice President of Research and Development--recognizes the importance of a continuous program of public relations and supports such a program. The Director will organize a consistent program to define, explain, and present the activities of the University to its various constituents in such a manner as to make them cognizant of what occurs within the institution. OIPR urges the assistance of staff, faculty, students, administrators and alumni in the development of a positive program.
All news releases to the print and broadcast media will be channeled to and disseminated from OIPR. OIPR further maintains that public institutions like Alabama A&M University are supported by and for the public, and should be responsive to the public's needs. Moreover, it considers this quest best fulfilled when there is a free flow of information both to and from the public about the University. To expedite this flow of information, the Director may allow, at discretion, a departmental unit seeking promotion of an event to submit certain items directly to media.
In order to encourage this free flow of information, OIPR will foster:
Continued timely dissemination of information as a means of internal Communication.
Continued dissemination of publications listed as a means of external communications, to include periodic updates to a comprehensive media sourcebook.
Enhanced involvement of the broadcast media in the promotion of the University by serving as a clearinghouse of information about faculty and staff with expertise of interest to media.
Development of various innovative motifs via print advertisement and broadcast media, with consideration of the utilization of billboard displays, direct mail, mall displays, etc.
Periodic conducting of an assessment survey using Marketing Interns to determine institutional perceptions and to secure input on the official publication (Campus Intercom).
Continued assistance of departments in their promotional efforts, with special emphasis on Research and Development units.
Professionalism of office staff and maintain an office environment based strictly on and for enhancing the University's public relations efforts.
2.0 Media Relations
The University will devote significant resources toward the enhancement of institutional image. Awareness of what AAMU has to offer to the broadcast community via faculty and research expertise has been greatly enhanced with the addition of an Information Specialist. The Information Specialist encourages the broadcast media to use University-distributed materials, along with its experts, and arranges interviews. The Information Specialist identifies what the school has to offer by way of information and commentary and encourages media to cover scheduled events in addition to reactionary events, incorporating public service information to broadcast media by way of PSAs, media advisories, public affairs shows, bulletin boards, etc. The Information Specialist also establishes and maintains rapport with all media organizations and serves as a central focus of contact between University resources and the media. Finally, the Information Specialist keeps abreast of the numerous personnel changes at local print and broadcast media.
2.1 Publicity Requests.
The Information Specialist will accept requests to publicize events from University faculty and staff, as well as the Director, and will promptly disseminate information via e-mail, facsimile, regular mail, express mail or other means deemed necessary or appropriate.
2.2 Special Events Coordination.
The unique expertise of the Information Specialist may be called upon and the Information Specialist will accept other duties as assigned by the Director or the Vice President for Research and Development.
3.0 Publications Support
The office will offer publications development as needed for campus departments and other units. A Publications Specialist is charged with assisting University faculty and
staff in the development of quality brochures, from concept to final production. The Publications Specialist will listen to ascertain the needs of the office desiring a publication and will work with the individual to develop a mutually acceptable concept design. Where the two parties cannot agree upon a design or concept, after considerable effort, the Publications Specialist may only then refer the representative of the unit to another party experienced or specializing in publications development. If needed, the Publication Specialist will acquire price quotes and make suggestions relating to paper type and weight, typography, quantity, perforation, binding, etc. It is the responsibility of the Publications Specialist to see that the requesting unit receives the finished product. Moreover, the Publications Specialist is the focal point of all troubleshooting involving the layout and design of the publication and the printing process.
3.1 In-House Consultation.
The Publications Specialist may use his/her office to consult with faculty, staff and/or department heads in the development of a publication consistent with the quality the University has come to expect.
3.2 Consulting Visit.
It is expected that the Publications Specialist will also visit other areas to assess units' needs for publications and other pertinent expertise.
4.0 General Office Management
OIPR will maintain the employment of an individual to assist in the overall management of the office. The Administrative Secretary will maintain needed records, process necessary forms requiring purchase and payment in a timely manner. Routine budget expenditures will be expedited proactively. The Administrative Secretary will put in place a system that will enable the office to receive, monitor and forward incoming calls and other requests to proper channels. The Administrative Secretary will be proactive in ensuring that OIPR's needed equipment and supplies are properly maintained.
4.1 Work-Study and Bi-Weekly Students. The Administrative
Secretary will monitor the time log of work-study and bi-weekly students and will submit the required forms for payment of these students to the proper units. The Administrative Assistant will also monitor the progress of aforementioned students on projects assigned by the Director and other office staff.
4.2. Budgetary Monitoring.
The Administrative Secretary will assist the Director in maintaining a positive budget balance in all line items by constantly monitoring the budget and informing the Director of any line items that may approach negative balances. The Administrative Secretary will initiate the completion of forms to allocate funds from one line item to another, with the consultation and approval of the Director. 4.0 Coverage of Campus Meetings and Events
Media are encouraged to cover events disseminated by OIPR. While notification of OIPR is not necessary, a courtesy phone call of intent to cover will allow OIPR to monitor the frequency and type of coverage provided by the entity. Internal coverage of campus events and activities by OIPR staff will be accorded campus units as time and resources permit.
5.0 Faculty/Staff/Student Role in Public Relations Efforts
Public relations shall be a continuing responsibility of all University personnel. The President in his public and private role is the chief public relations officer. Similarly, the professor and office staff member hold key positions as public relations agents for the University. Much criticism of the institution comes as a result of criticism of faculty and staff members. Conversely, a large percentage of favorable opinions toward the institution is usually founded upon good experiences with University employees.
Every day, each member of the AAMU faculty and staff is actively engaged in building public relations, whether or not he/she is aware of it. Members of the University Family make favorable or unfavorable impressions on students, co-workers, parents, and the community in general. When the community and state see the benefits and goodwill the University provides, then both are more willing to have their tax dollars support the University.
6.0 Community Use of University Facilities
Outside parties pursuing use of university facilities are urged to follow guidelines outlined by the Office of Student Affairs.
7.0 OIPR Stance on the Distribution of Free Non-University Materials,
Promotions and Informational Flyers
Promotional and other non-university materials must be stamped by the Office of Student Activities prior to posting. Failure to do so may result in removal of items from walls and bulletin boards at campus facilities.
8.0 Campus Visitors
As a courtesy, persons on extended visits to the University should secure passes from the University Police Department.
9.0 Complaints Channeled to or Received by OIPR
OIPR staff will listen to complaints and channel them to appropriate administrative personnel to expedite resolution.
