Media Communications

Media is defined as sources that are presenting news and information to an audience. Placement of information can be both earned through public relations techniques, and/or paid through advertising.

Types of media interactions can include, but are not limited to: interviews, news releases, public service announcements, media advisories, news conferences, letters to the editor, guest columns, audio news releases, video news releases, blogs, b-roll and advertisements. Social media activity is addressed separately. 

Scientific articles and technical information published in professional journals are not covered by the media policy, but any materials prepared for media about the publication of the articles are included in the media policy. 

This helps to achieve the following goals:

1. Provides a central point of contact.

2. Ensures a quick response, with deadlines in mind.

3. Allows for the best subject matter expert to respond to the inquiry—either Health Department staff or referral to a partner agency 

4. Ensures that the Health Department maintains a positive image and that branding standards are followed.

5. When appropriate, allows the Health Department to demonstrate its value through media placements.

6. Allows for monitoring of media coverage.

7. Ensures that information provided to media is accessible to audiences, using plain language and in appropriate formats or languages. 

8. Allows the Health Department to build relationships with media outlets.

9. Ensures that the Health Department provides information to the media in ways that are in line with their expectations, i.e. use of Style Guide. 

10. Ensures effective collaboration with community partners, other health departments and other governmental entities, as needed.

The Public Information Officer will determine the appropriate spokesperson based on the nature of the media request and its potential impact on the organization. 

S/He may act as a spokesperson when necessary. In instances in which an employee will be interviewed, the Public Information Officer will determine the most appropriate source for the interview—typically Division Directors and the District Director of Health. 

Program staff may do media interviews that are pertinent to the program with which they work. When Board of Health members speak on behalf of the Board or the Health Department, their media contact will be coordinated through the Public Information Officer or the District Director of Health. 

The Public Information Officer will help prepare staff and Board members for media interviews. This may include preparation of talking points, media training, etc.  

The Public Information Officer works with program staff to determine when news releases are an appropriate communications tool for NKY Health based on the nature of the information being covered and its potential impact on the organization. News releases about routine programs and events will be reviewed and approved by program staff and the Public Information staff . For news releases about other topics, Public Information staff will coordinate the review process to include program staff, managers/supervisors, Division Directors, the District Director of Health and any external partners as needed.

When a news release is used, Public Information staff will edit and distribute to the appropriate media contacts based on the content of the release and the needs of the media outlet. The Public Information Officer will be listed as the contact person on each news release that is sent out from NKY Health. 

The Public Information Officer is responsible for updating media contact lists. 

News releases created by another agency or in partnership with another agency must be approved by Public Information staff prior to distribution to ensure that they reflect NKY Health's messaging and interests—even if the partner agency is the one distributing the news release. Quotes from NKY Health employees in news releases must be approved by the Public Information staff. When staff from another agency are quoted in a Health Department news release, Public Information staff will ensure that the release of information is approved according to the partner organization’s policies as well. 

Public Information staff will ensure that news releases are distributed to appropriate non-media partners as well. This may include NKY Health employees, Board of Health members, Kentucky Department for Public Health employees, elected officials, other public health agencies in the region and local hospital systems. 

The Public Information Officer will work with program staff to determine when news conferences are an appropriate communications tool for NKY Health based on the nature of the information being covered and its potential impact on the organization, and will ensure that managers/supervisors, Division Directors and the District Director of Health are in agreement about the use of a news conference to share messaging. 

The Public Information Officer will coordinate NKY Health's involvement in any relevant news conferences and will prepare materials as required.

The Public Information Officer will work with program staff to determine if other earned media activities, such as letters to the editor, guest columns, public service announcements, audio news releases, video news releases, blogs, b-roll, etc, are an appropriate communications tool for NKY Health based on the nature of the information being covered and its potential impact on the organization, and will ensure that managers/supervisors, Division Directors and the District Director of Health are in agreement about these activities. 

The Public Information Officer will coordinate NKY Health's involvement in any relevant earned media activities. 

The Public Information Officer will work with program staff to determine if paid advertising is an appropriate communications tool for NKY Health based on the nature of the information being covered and its potential impact on the organization, and will ensure that managers/supervisors, Division Directors and the District Director of Health are in agreement about these activities. 

The Public Information Officer will work with NKY Health staff to coordinate all paid advertisements and sponsorships for which NKY Health funds are used, and will ensure that necessary approvals of materials are given.

The Public Information Officer will work with program staff to determine if public meetings/presentations, such as city council meetings or neighborhood association meetings, are an appropriate communications tool for NKY Health based on the nature of the information being covered and its potential impact on the organization, and will ensure that managers/supervisors, Division Directors and the District Director of Health are in agreement about these activities. 

The Public Information Officer will determine if any media relations support or social media activity is necessary and monitor coverage or posts resulting.

Staff may speak to media representatives during the public event, but must stay focused on the topic being covered and report the contact to the Public Information Officer afterward. 

The Public Information Officer will ensure that NKY Health complies with Kentucky’s open meetings statutes and will coordinate the dissemination of information about Board of Health and other meetings covered by these statutes.

6/20/2023

• Added Revision Log

9/5/2023

• Updated contact/title information to Public Information Officer.