Foreword

The mission of the Public Affairs Office at SUNY New Paltz is to assure that the public image of the university reflects the strategic objectives of the university. To be successful, Public Affairs counts on involvement and partnership from all corners of the campus community.

This section of Our Voice, Our Image is designed to create a better understanding of that "involvement and partnership." This booklet is not meant to be a comprehensive guide to public relations, but is designed to provide basic useful information regarding news releases, OpEd stories, issues management and media interviews.

As an office, we are responsible for carrying out planned communications programs designed to disseminate information about the university, its people, and its programs in our own publications, the media, and various public forums in a tasteful, truthful, positive, and professional manner. While our office is the home of the official "spokesperson," we are not the only voice. But if all the voices are consistent, we can influence how our story is told and better shape our public image. (Contrary to what some people may think, however, we do not control what is printed in the newspapers or what is broadcast!)

We initiate programs to include the media as a communication arm to reach the public, and we support the media's specific needs. We are as open and candid as possible in providing information, ensuring we develop concise messages to make our story clear. If an issue arises that may portray the university in an unfavorable way, we respond in such a way as to minimize the negative impact.

As a central point of contact for media, we can ensure the university speaks with a consistent voice, whether the spokesperson is from Public Affairs, the administration or faculty. In crisis or adverse situations, the "central point of contact concept" is critical – it allows us to coordinate our message and prevents other staff and faculty members from inadvertently commenting on issues outside their realm of responsibility.

If the media contacts you directly for an interview or information during an adverse or crisis situation, you should refer the call to Public Affairs (See Issues Management Policy, page 6). Your timely response and effective participation are essential to the university's public relations efforts.

All of us in Public Affairs look forward to working with you. Please feel free to stop by our office located in Haggerty Administration Building, Room 411 or call us at x3245 if you have any questions.