COMMUNICATIONS
Subject
MEDIA PROTOCOL FOR RESPONDING TO MEDIA INFORMATION REQUESTS
Index: Communications & Marketing
Number: 200-03
Effective Date:
Supersedes:
Staff Contact:
Clerk ID Number:
Approved By and Date:
June 26, 2017
Joni Kirk
RCP 6-26-2017
The City of Mill Creek seeks to provide our community with an exceptional experience, while ensuring we operate in a manner that promotes a safe, active and vibrant city. This media protocol exists to ensure we provide a timely, accurate, and consistent response to all media information requests.
This document defines the types of interaction that the City of Mill Creek has with the media and describes the procedures for responding to media queries and distributing public news and announcements.
The following procedures will be used by all City staff for responding to media queries and distributing public news and announcements.
4.1 
City:
The City of Mill Creek, including any office, department, division, board, committee or other entity therein.
4.2 
City Manager –
The City’s chief executive officer.
4.3 
Contact Person:
The City employee identified as the initial point of contact for the media.
4.4 
Designated Spokesperson:
A City employee that has been designated by the PIO to discuss specific information with the media.
4.5 
Media:
An organization that identifies as a news organization that distributes information to others and influences public opinion, including newspapers, magazines, television, radio, and internet sites.
4.6 
News Event:
A specific occurrence that creates news, including a City news release and planned or unplanned calls, press conferences or queries from the media.
4.7 
News Release:
Any official release of news to the public from the City, which may be in the form of a document, email, or internet posting.
4.8 
Public Information Officer:
The individual at the City of Mill Creek who is authorized by the City Manager to handle public communications requests and coordinate an official response. At the City of Mill Creek, this is the Director of Communications and Marketing.
4.9 
Reporter:
An individual who works for or on behalf of the media.
5.1 
Incoming Media Queries:
5.1.1 
All incoming media inquiries shall be funneled to the PIO. All calls or emails by the media to City offices must be referred/transferred directly to the PIO for facilitation and ongoing management. Even if the reporter directly calls or e-mails the office of a designated spokesperson on a given topic, the call must be transferred to the PIO to ensure the response aligns with the City’s comprehensive communications strategy.
5.1.2 
Before transferring an incoming media query to the PIO, tell the reporter, “The City of Mill Creek’s policy is to refer all media queries to the Office of Communications and Marketing.” Then provide the PIO’s direct phone number or email address.
5.1.3 
If a reporter shows up at City facilities, politely and professionally ask them to wait for the PIO in the City Hall South lobby area. Do not leave a reporter unattended in a restricted area that is accessible only by key card.
5.2 
Outgoing Public News and Announcements:
5.2.1 
A single contact person will be identified on the news release header of every official City news release. The contact person is the initial point of contact for reporters. The contact person is the facilitator and control point.
5.2.2 
Barring an absence or other special circumstances, as determined by the City Manager, this contact person is always the PIO.
5.3 
Designated Spokesperson:
5.3.1 
There are times when a City employee other than the PIO will be the designated spokesperson for a news event. This designation will only be given upon consultation with the PIO and/or the City Manager.
5.3.2 
The PIO will never forward media calls directly to the designated spokesperson, nor provide a designated spokesperson’s direct contact information to a reporter, and neither should any other person at the City. Instead, the designated spokesperson will return reporter calls only after being notified by and conferring with the PIO.
5.3.3 
When someone other than the PIO is the designated spokesperson, the PIO is still the point of contact. Upon receipt of each reporter query on a specific news event, the PIO will call the designated spokesperson to:
•
Confer about each incoming media inquiry.
•
Relay specific reporter questions, as well as the reporter’s deadline.
•
Provide reporter biographical information as needed.
•
Facilitate immediate phone interviews or return calls (by the designated spokesperson to the reporter) as needed.
•
Help the designated spokesperson to keep messages current and consistent.
5.3.4 
If the reporter needs additional assistance, the designated spokesman will once again connect the media with the PIO.
5.4 
If media inquiries are received through a public records request, the City employee handling the public records request must inform the PIO and coordinate response with the PIO.