Strategic Communications

POLICY NO: 6001

EFFECTIVE DATE: 10/17/03

REVISED DATE: 10/17/03

REVIEWED DATE: 10/17/03

Public Affairs Policy

Basis for Policy

The image of the University of Nebraska, which includes the University of Nebraska Medical Center (UNMC), is dependent on many factors. One way image is affected is through communications to both internal and external publics. Successful promotion of image includes consistent communications of the highest quality and standard.

The UNMC Department of Public Affairs communicates the mission of UNMC, which is to improve the health of Nebraskans through premier educational programs, innovative research, the highest quality patient care and outreach to underserved populations. The department shapes the image in a variety of ways, including internal and external communications, media relations, community relations and marketing.

Communication strategies of the UNMC Department of Public Affairs are rooted in the strategic goals of the campus. Examples of strategic goals include: Enhance and expand the UNMC educational environment; increase prominence of UNMC as a health research science center; advance community/campus partnerships for health; create a culturally competent organization; develop selected new technologies to advance health education, science and the Nebraska economy.

UNMC and The Nebraska Medical Center have a joint vision to be a world-class health science center and health system. Through communications, UNMC and The Nebraska Medical Center strive to set themselves apart in cutting edge research and compassionate health care delivered by world-class physicians and health care professionals who are leaders in their fields.

Advertising

It is the policy of UNMC that paid display, radio and television advertising, except public service announcements or employment advertisements such as those placed in classified sections or professional journals, must be approved by the UNMC Department of Public Affairs before advertising is placed. Note that The Nebraska Medical Center Marketing, Planning and Media Relations is responsible for advertising placed on behalf of the hospital.

Forms of advertisements which do not need to be reviewed, such as employment advertisement, legal notices or clinical research studies, must meet the following criteria regarding the acceptable content and purposes of advertising:

• Content of UNMC advertising must be measured primarily by truth and accuracy. False or misleading statements or statements that would lead an uninformed individual to draw false conclusions about UNMC are unacceptable and unethical. Truthfulness and accuracy of content must be beyond question.
• Because comparative advertising typically involves the greatest risk of legal exposure, it may be appropriate to have such advertising reviewed by legal counsel. Direct comparisons between UNMC and another institution should not be made unless they can be measured and substantiated.
  

Advertising should be considered as part of an overall program that includes public affairs, marketing and other endeavors that relate UNMC to its defined communities or audiences.

For more detailed information, contact the Department of Public Affairs or see Procedures for Advertising.

Distribution of Newspapers and Periodicals on Campus

Written approval from the UNMC Department of Public Affairs is required before newspapers and periodicals are distributed on campus. It is the policy of UNMC to manage the distribution of newspapers and periodicals on campus in such a way to assure:

• Equitable access to distribution channels for newspapers and periodicals as space is available
• A professional appearance
• Consideration to newspapers and periodicals that are informative in nature. Those that promote a single product, company or organization will not be considered for campus distribution.

It is not the policy to restrict or limit individual access to newspapers and periodicals. For this reason, this policy applies only to mass distribution of newspapers and periodicals on campus. It does not apply to newspapers and periodicals made available in the library or distributed through individual subscriptions.

For more information, contact the Department of Public Affairs or see Procedures for the Distribution of Newspapers and Periodicals.

University of Nebraska Logo and Seal

Board of Regents Policy 1.4 identifies standards on stationery letterhead, envelopes, business cards, informational publications, self-mailers and other printed and electronic materials. The University of Nebraska University Identification Handbook provides additional guidelines. The UNMC logo should be used prominently on all official materials produced by UNMC. Logos can be downloaded from the University of Nebraska Central Administration site.

For more information, contact the Director of the UNMC Department of Public Affairs or see University of Nebraska University Identification Handbook.

News Media

It is the policy of UNMC that all contact with the news media involving UNMC faculty, staff, students or patients of UNMC health providers, be carried out through the UNMC Department of Public Affairs. The policy centralizes and facilitates the service provided to the media, assists UNMC in the timely management of public affairs issues and protects the confidentiality of patients in accordance with guidelines set forth in the Health Insurance Portability and Accountability Act of 1996 (HIPAA). (See Policy No. 6045, Privacy, Confidentiality and Information Security.)

Information about the condition of patients will be the responsibility of The Nebraska Medical Center Marketing, Planning and Media Relations. Media requesting information on patients hospitalized at The Nebraska Medical Center, or patient condition updates, should be directed to phone the university operator and request a member of The Nebraska Medical Center Marketing, Planning and Media Relations be paged.

For more information, see Policy No. 6030, Informed Consent for UNMC Media Production and Distribution, contact the Department of Public Affairs or see Procedures for News Media. The Media Authorization Form [CON-0043 (Rev. 7/03)] can be obtained from Public Affairs in small quantities or in bulk through UNMC General Supply.

Endorsements

It is the policy of UNMC that no product or organization shall be endorsed by an employee or student to create the impression that the institution has a position on such a product or organization.

For more information, contact the Department of Public Affairs or see Procedures for Endorsements.

Publications

It is the policy of UNMC that publications intended for distribution to external and internal audiences meet the highest standards of writing, editing, photographic, graphic and production standards as well as being prepared using the most efficient and effective methods of production and distribution. This does not apply to: research papers, journal articles, manuscripts and other scholarly works intended for academic audiences; or policy statements, handouts, instructional materials or internal memoranda.

For more information, contact the Department of Public Affairs or see Procedures for Publications.

Animal Research and the Laboratory Animal Medicine Facility Public Relations

One of the missions of UNMC is to conduct valuable biomedical research which requires the use of laboratory animals for the benefit of Nebraskans and society at large. It is the policy of UNMC to permit the media and legitimate public school biological science classes access to the laboratory animal medicine (LAM) facility. Interviews will be granted upon request by appropriate officials.

For more information, see Animal Research and the Laboratory of Animal Medicine Facility Public Relations Procedures.

For additional information, please contact the Department of Public Affairs or see Public Affairs Procedures.

Public Affairs Procedures

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