Media Relations Policy
PURPOSE
The purpose of this media relations policy is to outline a strategic approach to media relations in order to appropriately leverage media exposure and goodwill to place Kotn and the employee in the best possible light, while building mutually beneficial and trusting relationships with external media sources.
This policy outlines who can interact with media in an official capacity on behalf of Kotn; and when, how and why to initiate or respond to inquiries from print, broadcast, online and social media outlets.
SCOPE
This policy applies to all employees at Kotn full-time, part-time, casual and temporary workers, volunteers and co-op placements. It addresses how employees interact with traditional (e.g., print, radio, TV), online and social media.
DEFINITIONS
Kotn spokesperson:
A spokesperson is a Kotn employee who has the authority to make statements to traditional, online and social media on behalf of the organization.
Unless otherwise authorized, Kotn’s spokespersons are:
● Chief Executive Officer
● Chief Brand Officer
Media:
Media includes the main means of mass communications including traditional news media (radio and television), print & publishing (newspapers, newsletters, magazines or books), online (websites) and social media (podcasts, videos, blogs, Facebook, LinkedIn, YouTube, Twitter and other sites where content is generated by users).
Public discussion:
A public discussion includes but is not limited to media interviews, public presentations, open houses, public meetings, posts, comments and questions on websites, blogs and social media sites – anywhere an audience can see or hear the statements being made by participants.
When participating in public discussions online (e.g., commenting on blogs, Twitter posts), it is important to understand the difference between personal use, professional use and official use:
Official Use - when you are delegated the authority to participate on a social media site or blog as a spokesperson for Kotn Inc. This should be done using a Kotn-owned computer/Smartphone/device, using a Kotn email address or online account established and administered by Kotn.
Personal Use - when you participate on a social media site or blog and comment as yourself about your opinions, interests, family and friends. Personal social media activity should be done outside work hours, using your own personal computer/Smartphone/device, from an account or profile associated with your personal email address.
Professional Use - when you participate on a social media site or blog and comment personally as an experienced person in your field of expertise. This should be done using your own personal computer/Smartphone/device from a profile or account associated with your personal email address.
POLICY ELEMENTS
Most Kotn-related media relations activities are to be initiated and led by the Executive Leadership team.
Kotn spokespersons may address media inquiries on matters pertaining to their day-to-day operations without the involvement of other Kotn employees. A spokesperson may share or delegate their spokesperson responsibilities when subject matter expertise/information is sought beyond what the spokesperson can provide, and when the delegated spokesperson is adequately prepared to undertake this responsibility. During public discussions and media interviews, employees acting as Kotn spokespeople are expected to convey Kotn’s official position rather than personal points of view.
Kotn employees who are not designated spokespeople are not authorized to make statements to the media and/or in public discussion on behalf of Kotn. Employees who are not authorized spokespeople must refer media inquiries to authorized Kotn spokespersons.
All Kotn employees have the right to express personal points of view and, at times, an employee’s opinion may conflict with Kotn’s official position. Kotn employees are not authorized to speak to the media without the prior authorization of the CEO or the Senior Manager, People Operations.
Personal opinions must not be expressed using Kotn letterhead, email addresses or online accounts. If an employee expresses his or her personal opinion during a public discussion, he or she must identify himself or herself as a Kotn employee, and state that his or her views do not represent Kotn’s views, but rather, are the employee’s personally held opinions. Employees should use a disclaimer when expressing personal opinions in public.
Employees are encouraged to interact in their social and professional networks, write articles for professional journals or magazines or participate in online and in-person discussions, but are asked to let their line manager and the People Operations team know and to forward a copy of the media excerpts to them if possible, before they are published. Following media interviews with large scale or global outlets, Kotn employees are required to email the Senior Manager, People Operations with the following information:
the media outlet and reporter/ interviewer
the interview topic and a brief summary of questions and responses
date and time when the article, online post or broadcast will be published or aired
All media releases must be consistent with Kotn’s values and if need be, strategic direction.
All media inquiries regarding known or potentially contentious issues must be immediately referred to the Chief Executive Officer (CEO), who will coordinate with Director of Brand Marketing to develop a plan and/or response on behalf of Kotn.
Inquiries regarding pending litigation, exposure to litigation or staff-related information must be immediately referred to the Senior Director of Consumer Channels and the CEO.
Kotn reserves the right to refuse anonymous media requests.
All employees are encouraged to answer general or routine inquiries, provided they pertain to their area of work, the employee is knowledgeable enough about the subject to answer, and the information is already in the public domain (e.g. published in public reports or on Kotn’s website).
Subject to employment agreements, Kotn may consider disciplinary measures or legal action if an identifiable employee makes defamatory or otherwise inappropriate statements in public about their co-workers and/or employer. This includes comments made on websites, blogs and social media networks using personal computers, Smartphones or devices, from an online account or profile associated with a personal email address.
