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Public Affairs Procedures: Difference between revisions
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# Purpose of advertising | # Purpose of advertising | ||
:# Advertising, in terms of this policy, shall refer to the following: | :# Advertising, in terms of this policy, shall refer to the following: | ||
::* Paid advertising, including display ads in newspapers | :::* Paid advertising, including display ads in newspapers | ||
: | :::* Billboards | ||
::* Billboards | :::* Recruitment notices | ||
: | :::* Radio and TV ads | ||
::* Recruitment notices | :::* Classified ads in telephone directories (display ads in yellow pages) | ||
: | :::* Any other forms of paid advertising | ||
::* Radio and TV ads | |||
: | |||
::* Classified ads in telephone directories (display ads in yellow pages) | |||
::* Any other forms of paid advertising | |||
:# In keeping with advertising guidelines developed by the American Association of Medical Colleges, UNMC may advertise for the following purposes: | :# In keeping with advertising guidelines developed by the American Association of Medical Colleges, UNMC may advertise for the following purposes: | ||
::* Public education about available services | :::* Public education about available services | ||
::* Public education about health education classes, health promotion, wellness or illness prevention | :::* Public education about health education classes, health promotion, wellness or illness prevention | ||
::* Public accountability regarding UNMC’s use of community and state resources | :::* Public accountability regarding UNMC’s use of community and state resources | ||
::* Maintaining or increasing market share | :::* Maintaining or increasing market share | ||
::* Enhancing fund raising or public opinion campaigns | :::* Enhancing fund raising or public opinion campaigns | ||
::* Recruiting employees or students | :::* Recruiting employees or students | ||
::* Medical staff support | :::* Medical staff support | ||
::* Recruiting research project participants | :::* Recruiting research project participants | ||
# Acceptable content of advertising and comparisons | # Acceptable content of advertising and comparisons | ||
:# The content of UNMC advertising must be measured primarily by the criteria of truth and accuracy. False or misleading statements or statements that would lead an uniformed individual to draw false conclusions about UNMC are unacceptable and unethical. Truthfulness and accuracy must be beyond question. | :# The content of UNMC advertising must be measured primarily by the criteria of truth and accuracy. False or misleading statements or statements that would lead an uniformed individual to draw false conclusions about UNMC are unacceptable and unethical. Truthfulness and accuracy 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 other institutions should not be made unless they can be measured and substantiated. | :# 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 other institutions should not be made unless they can be measured and substantiated. | ||
:# Advertising should: | :# Advertising should: | ||
::# Show strengths such as a research base | :::# Show strengths such as a research base | ||
::# Describe unique programs | :::# Describe unique programs | ||
::# Target specific groups without making exaggerated claims or creating unjustified expectations | :::# Target specific groups without making exaggerated claims or creating unjustified expectations | ||
:# In keeping with a more responsible mission, our standard of advertising should not be strident or divisive but informative, credible and positive | :# In keeping with a more responsible mission, our standard of advertising should not be strident or divisive but informative, credible and positive | ||
#Approval process | #Approval process | ||