Professional Documents
Culture Documents
ADMINISTRATIVE INSTRUCTION
SUBJECT/AGENCY Media Relations
City Administrators Office
I.
Use Number of AI
being updated or if
new will be assigned
by CA Office. Use 12
pt Times New Roman
EFFECTIVE 11/1/2014
REFERENCE
SUPERSEDE
NUMBER
N/A
PURPOSE
The purpose of this Administrative Instruction (AI) is to provide instruction and establish
protocol, procedures and guidelines for responding to and interacting with the media.
II.
POLICY
The media is one of the City of Oaklands most important vehicles for communicating
with the public. The media includes traditional outlets such as television, radio, wire
services and print (i.e., newspapers, magazines, professional journals), as well as
electronic media sources such as Internet news sites and blogs. (The Citys policy
regarding Social Media is under development and will be addressed separately).
Media relations is a two-way street: the media need City staff as a source of information
about City government, and City staff need the media to inform the public about City
programs, services and issues. It is important to maintain a positive, responsive, credible
relationship with the media, and to provide consistent, accurate and timely information to
them. Personal opinions are never appropriate.
In todays 24/7 news cycle, it is important to recognize that reporters can post their
stories online in a matter of minutes. Rapid internal communication is critical so that the
City can best manage its media relations.
The primary objective of this media relations AI is to ensure that the City speaks with
one, consistent voice. This policy will ensure that the Mayor and City Administrator are
kept informed about significant media inquiries and that they are provided the
background, facts and information necessary to allow them to respond to media inquiries
in a complete and timely manner.
A. Who Speaks for the City?
The Mayor and City Administrator are the official spokespeople for the City of
Oaklands executive branch (which includes all City agencies and departments). They
may designate others to speak on their behalf, including:
Interacting with reporters to identify the nature of the inquiry or story angle;
Coordinating with key people in the Department to craft a response strategy;
Gathering facts and data to respond to the inquiry;
Keeping appropriate officials informed according to the protocols set forth in this
policy.
These individuals may or may not be identified as spokespeople for their Department.
III.
DEFINITIONS
Term
Definition
Communications Specialist
Fact Sheets
conference.
IV.
Media Advisory
News Release
Statements
PROCEDURES
A. Responding to Media Inquiries
Media calls should be handled within one (1) hour whenever possible. When a media
request is made, whoever receives the request should find out the following basic
information:
Name of reporter
Name of media outlet
Phone number and email address
Topic or list of questions
Deadline
If an immediate response is not possible, a courtesy call should be made or email sent to
the reporter advising when the requested information or spokesperson will be available.
When responding to media inquiries, provide facts only; it is never appropriate to express
personal opinions (see Top 10 Tips for Positive Media Relations and Is It
Newsworthy? posted on OakNet for more detailed guidance about how to respond to
media inquiries).
i. Routine Media Requests
Designated department PIOs or communications specialists may respond to media
inquiries for facts or incidental information, such as event or meeting schedules, basic
services, published notices or factual information relating specifically to the department
they are designated to represent.
ii. Non-routine Requests
Examples may include infrastructure failure that affects ability to deliver service; layoffs
or labor issues; ethics or corruption charges; arrests of City employees or high-profile
individuals; budget reductions; claims and lawsuits; injury or death of City employees or
officials.
B. Protocol for Sending News Releases/Media Advisories
Work with your Department PIO or communications specialist to draft the release or
advisory. Follow your departments protocol for internal review of media materials.
Send the final draft of the news release or media advisory to the Citywide
Communications Director prior to release; provide 24-hours notice whenever possible.
Once approval has been given, work with your Department PIO or communications
specialist to post the news release or media advisory on your Departments web site.
Provide the Citywide Communications Director with the Content ID number of the
uploaded release for posting on the CityNews section of the Citys home page; if you are
requesting the featured spot on that section, please provide a photo or other graphic
image.
Contact the Citywide Communications Director with your request at least two
weeks in advance, whenever possible. Provide the following details:
o What: purpose
o When: potential dates
o Where: location
o Why: background information
o Who: proposed participants
Responsible Party
City Employees
Action
1. Notify your supervisor, designated PIO/
communications specialist or Department
Director of significant events or issuespositive
or negativethat occur and may be of news
interest to the general public.
2. Notify your designated PIO/communications
specialist of any contact from the media.
3. No employee should give a media interview
unless approved by the Department Director.
Agency/Department PIO or
Communications Specialist
Department Directors
V.
ADDITIONAL INFORMATION
When considering drafting a news release, remember the following characteristics that
make an item newsworthy.
Timeliness
Impact
Prominence
Human Interest
Please direct any questions regarding this AI to Karen Boyd, Citywide Communications
Director, at kboyd@oaklandnet.com or (510) 238-6365.
______________________
Henry Gardner
City Administrator