Rfhd sa media policy final

Internal Use Only

Media Policy

Published Date:

Disclaimer:The contents of this document should only be used for and by the RFHD and may not be distributed unlawfully. Only the latest version is acceptable.

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MANUAL TITLE: Rotary Family Health Days (RFHD)ORIGIN: Annemarie Mostert – Head Media OfficerT O PI C: P o lic y

SECTION: Media Policy

Media Policy

Internal Use Only

Applicable Principal Non-Risk Type Specific

Principal Owner RFHA

Reviewed Date 19 November 2013

Responsible Person/s Annemarie Mostert

Charlotte Khoza

Kristi Hansen

Process CustodianSue Paget/Annemarie Mostert

Disclaimer:“The contents of this document should only be used for and by the RFHD and may not be distributed unlawfully. Only the latest version is acceptable.”

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Internal Use Only

Media Policy

Published Date: Table of Contents

1. Policy Aim and Scope

1.1 Background

1.2 Purpose

1.3 Scope

1.4 Glossary (of abbreviations, acronyms and terms)

2. Policy Governance

2.1 Policy Owner

2.2 Approval of the Policy

2.3 Compliance

2.4 Implementation

2.5 Policy Review

2.6 Roles and Responsibilities

2.6.1 Rotary Family Health Days

2.6.2 Authorised Spokespersons

2.6.3 RFHD Southern Africa

2.6.4 Language

2.6.5 RFHD

2.6.6 Stakeholders

2.7 Role and Purpose of Communication

2.8 Managing Reputation in a Media Environment

2.9 Support for Spokespersons

2.9.1 Position Papers

2.9.2 Training Interventions

3. Provisions of the Policy

3.1 Ground Rules

4 Press release templates/ boilerplates

Internal Use OnlyMedia Policy

Published Date: 2013/11/19Version 1.0


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Media Policy

1. Policy Aim and Scope

1.1 Background

Rotarians For Family Health & AIDS Prevention (RFHA) is the convenor and managing partner of a programme called Rotary Family Health Days (RFHDs). This media policy is specific to South Africa nationally pertaining to the RFHD Programme.Organisations are under scrutiny like never before. In our image-conscious age, organisations live and die by their reputation. The consequences of damage to an organisation’s reputation can be catastrophic. We need to focus on how we can protect and enhance RFHD’s reputation and build and retain trust in the RFHA Partners and the Rotary brand. We need to minimise hostile media coverage that will affect how all stakeholders – from RFHD, Rotarians in South Africa to major and supporting sponsors, donors, government and communities perceive our organisation and activities. We need to be consistent, informative and responsive.

Note: Rotarians For Fighting AIDS, Inc. (doing business as Rotarians For Family Health & AIDS Prevention) is certified as a 501c(3) Non Profit Corporation under U. S. IRS Tax Code in the State of Georgia USA. RFHA was approved as a Rotarian Action Group by the Rotary International Board of Directors in 2004. RFHA is not an agency of nor controlled by Rotary International.

1.2 PurposeThis document contains policies and procedures to help spokespersons to communicate effectively in situations that present a potential opportunity or threat to RFHA. They provide a framework for the co-ordination and execution of proactive and reactive strategies, initiatives and activities to build and protect the organisation’s reputation.

The policies and procedures have been developed by the RFHA Media Officers in the context of a number of considerations:

• A legal obligation to ensure compliance with various MOU’s signed by sponsors and donors with RFHA Executives

• The need to ensure consistent messages in our

- proactive and reactive communications relating to RFHD’s strategy, ambitions and performance

- management of rumours and speculation that present a potential threat to RFHD’s success

• The importance of ensuring that all stakeholders have a clear and consistent understanding of our mandate and intentions, positions, practices and commitments relating to a range of deliverables which

- are pertinent to Rotary Family Health Days

- could potentially affect our reputation and

- are subject to increasing scrutiny

• The need to effectively leverage our collective




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communications resources.

1.3 Scope

The policy covers the entire activities of RFHD Programme and all its stakeholders, both at local, district and national level.




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1.4 Glossary (of abbreviations, acronyms and terms)

The following abbreviations serve to present the following meanings:

AIDS Acquired Immune Deficiency Virus

RFHA Rotarians for Family Health and Aids Prevention

SM Social Media

DOH Department of Health

CDC Centres for Disease Control

RI Rotary International

FB Facebook

USAID US Agency for International Development

HIV Human Immune Deficiency Virus

NGO Non-Governmental Organisation

PR Public Relations

RAG Red, Amber, Green

RFHD Programme Rotary Family Health Days Programme (South Africa)

SMS Short Message Service

TV Television

RFHA Marion Bunch and Sue Paget

RFHA Media Office Annemarie Mostert, Charlotte Khoza and Kristi Hansen

RFHA Partners Partners and sponsors

RFHA/RFHD Spokespeople Officially sanctioned representatives of RFHD

2. Policy Governance

2.1 Policy Owner

The RFHA is the primary owner of the policy.

The RFHA Media Office is responsible for drawing up and maintaining the policy and procedures.

2.2 Approval of the Policy

The policy is approved by RFHA

2.3 Compliance

The policies and procedures outlined in this guideline document must be agreed to by all the partners ofRFHD and should be mandatory.

2.4 Implementation

The RFHA Media Committee will be responsible for the implementation of the policy on

behalf of the RFHA All RFHA Partners are requested to comply with this policy.




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RFHD Programme Regional Teams, who are based in the Rotary Districts in Southern Africa and report into theDistrict Governors, must comply with this policy.

2.5 Policy Review

The policy is reviewed annually.

2.6 Roles and Responsibilities

The role of the RFHA Media Committee is as follows:

• Proactively protect and enhance RFHA’s reputation and that of all Partners.

• Develop and implement an integrated RFHD communication strategy agreed to by RFHA

• Ensure that messages are consistent and reinforce RFHD Programme strategic objectives.

• Assist the 3 Rotary District Teams and their constituent parts in maintaining existing and forging new relationships with various stakeholders, including the media.

• Facilitate responses to media queries and identify and support suitable RFHA spokespersons.

• Identify and support authorised RFHD spokespersons and “ambassadors”.

• Arrange interviews between spokespersons and the media.

• Develop and implement RFHD- specific media training for all identified spokespersons.

• Proactively formulate responses and manage potentially damaging situations.

• Provide the support and briefing required by the RFHD Programme Spokesperson and RFHD Programme

Partners to maximise the impact of their media interactions.

• Proactively manage the profile of RHFA and RFHD programmes

• Serve as a one-stop contact point (with 24/7 contact availability) for all media enquiries.

• Develop and maintain a media database.

• Develop and maintain RFHD programme fact pack and stocks of creative and visuals.

• Compile and maintain calendar of all media events

• Compile and maintain standard organisation boilerplate on news release templates.• Ensure the necessary alignment with the wider readers and or listeners

• Produce and distribute media releases and statements at national level ensuring the appropriate sign-off prior to distribution by the RFHA Media Office.

• Ensure all translations are professionally done in the required languages.

• Liaise closely with the 3 Rotary District Teams and partners to ensure alignment and timing on RFHD Programme releases.

• Monitor and magnify media coverage in conjunction with RFHA, Partners and Spokespeople (repackage and re-circulate content from one media to another)

• Monitor and analyse media coverage and provide feedback to RFHA

2.6.1 Authorised spokespersons

• Only officially appointed spokespersons are authorised to address the media. (A list




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approved by the RFHD Executive will be maintained by the RFHA Media Officers, who will inform the individuals concerned).




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• Spokespersons are authorised to express an official view in their area of expertise in line with agreed upon mandates. They may not express personal views where these differ from the RFHD programme position.

• RFHD Programme spokespersons must be available to speak to the media and should advise the RFHD Media Office of all direct contact with the media. It is preferable that a member of the media office be present during media interviews.

• RFHD Programme spokespersons are not permitted to make off-the-record comments and may not speculate or comment on rumour.

2.6.2 Rotary Districts

• Rotary District and Club spokespersons may interact with regional or community media provided comments made are confined to the programme in their geographic area and do not implicate the wider RFHD or any partners’ brands.

• RFHA Media Office is to be informed of such interaction by means of a weekly report.

• All media releases or interviews are to be approved by the RFHA via the RFHA Media Office. This includes all releases prepared by and for the RFHD Programme Partners.

2.6.3 Language

All media releases will be issued in (UK) English. Advertisements and reporting on the RFHD programme and results will be translated into relevant indigenous languages as required.

Responses to verbal or written media enquiries should preferably be made in the language used by the person making the enquiry. If this is not possible, English should be used.

2.6.4 Rotary International

All enquiries regarding Rotary programmes other than RFHD Programme are to be referred to RotarySpokespersons and Rotary District Governors or the Rotary media team in each district.

2.6.5 RFHD Partners

No-one may comment on a partner or t h e i r i n v o l v e m e n t a n d a g r e e m e n t s unless prior consent is received from the partner/sponsor.

2.7 Role and purpose of communication

The role and purpose of all RFHD Programme communication is to build and protect the

reputation of RFHA and its partners through every available media channel. This includes

proactive and reactive media activities that:

• produce positive media coverage about RFHD Programme-activities, programmes and successes

• leverage the media to help set agendas and generate discussion which supports RFHD Programme interests and the pursuit of the RFHA mandate and objectives

• provide the media with appropriate perspectives and positioning on issues and opportunities that relate to the RFHD Programme

• mitigate against negative media coverage, which could damage reputations




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One of RFHA’s main communication aims is to develop a reputation as a valuable source of informed, consistent commentary.

2.8 Managing Reputation in a Media Environment

Because in today’s digital media environment news and views can be carried around the world to millions of people in a matter of seconds, and once published, our ability to control stories and provide perspective, becomes extremely difficult, it is our policy to get everything vetted by the RFHA Media Officers before it is “published”




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2.9 Support for Spokespersons

2.9.1 Position Papers

RFHD Programme position papers and fact sheets will be made available by the Media Office.

2.9.2 Training Interventions

Media training is compulsory for all RFHD Programme spokespersons and will be tailored to their experience and needs and to the specifics of the RFHD Programme. The training will include:

• Strategic Image Management

• Presentation Skills

• TV/Radio Interviews

• Print Interviews

• Dealing with challenging journalists

• Language and terminology,

• RFHA AND RFHD Programme structure and sensitive areas.

The Media Office will advise on how to access training interventions.

3. Provisions of the Policy

The RFHA recognises the importance of the media as a stakeholder and major channel in communicating with and managing the perceptions of all RFHA Partners and stakeholders.

The RFHD media policy is to be accessible, open and transparent when dealing with the media. All media must be treated equally and without discrimination or preference.

All media interaction must be conducted in an ethical manner, balancing relationships with individual journalists, in accordance with recognised professional standards.

RFHA and RFHD PRogramme’s reputation is one of its most valuable assets. We must guard it carefully. HowRFHD Programme’s is reported by the media has a significant impact on its reputation with key audiences.

These include:

• Partners

• Stakeholders

• Government

• Communities, NGOs, etc

• Media practitioners and journalists

• Rotarians

W e wish to support the enhancement of our reputation by using the appropriate media to communicate our chosen messages to our key audiences.




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3.1 Ground Rules

In dealing with the media, the following ground rules must be observed:

All media-related queries must be channeled through the RFHA Media Office.

Unless it is not possible or feasible, communication between the media

and RFHD Programme spokespersons should be recorded (either tape or video

recording, or be in written form via email, Short Message Service (SMS) or letter).

The RFHA Media O f f i ce n e e d s to be informed of all media opportunities

received by R FHA and Partners, spokespeople, ambassadors, Rotary Districts,

Clubs or individual Rotarians, preferably before it is published.

W hile the Executive of RFHA is the official RFHD Programme spokesperson (Sue

Paget), the RFHA CEO (Marion Bunch) is the “face” of RFHD and its chief spokesperson.

The RFHA Executive and Media Officers, members of the R o t a r y D i s t r i c t G o

v e r n o r s ’ t e a m s , the District Governors. Partners and Sponsors and

certain designated site-specific Rotary experts, are authorised to interact with and

give comment to the media.

The list of approved spokespersons will be agreed to by the RFHA and managed by the Media Office.

All approved spokespersons will confine their comments to their agreed area of expertise.

W here an authorised spokesperson is approached by the media, they are

permitted to respond with respect to their area of expertise but are obliged to inform

the RFHA Media Office of the interaction.

Messages are to be consistent with the agreed RFHA and RFHD Programme position(s).

Media deadlines are to be met.

4. Press releases / templates

All press releases relating to the RFHD programme must contain the official boilerplate at the bottom of the copy, with the contact details of the RFHA Media Office as well as the site champion or local media team’s details.

The boilerplate is a paragraph of information about RFHD Programme as a whole and can be found in the media pack.

Rfhd sa media policy final

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