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SECTION: Communication
EFFECTIVE DATE: September 9, 2024
RECOMMENDATION NO.: GC88-24
COUNCIL APPROVAL: Res. No. 159-24
SUBJECT: Media Relations Policy
POLICY NUMBER: Communication-15
POLICY:
The Town of Huntsville strives to have a transparent and professional working relationship with its
local media outlets that is built on a system of trust and positive rapport. This type of relationship is
mutually beneficial to provide the public with fair, balanced reporting of municipal issues and Council
decisions, foster public awareness of Town initiatives, programs, services, and encourage coverage
of Town announcements and events.
OBJECTIVE:
The purpose of this policy is to provide a clear, strategic approach in how the municipality
communicates with its local news media outlets, and to define who should interact with the media
in an official capacity on behalf of the Town of Huntsville. It also outlines the procedure for
responding to a media inquiry.
All Town departments have a role to play in building co-operative and mutually beneficial relationships
between the Town and media. It is advised that designated spokespersons notify the Marketing and
Communications Department of media inquiries to the Town prior to interviews on contentious or
sensitive topics.
SCOPE:
This policy applies to Mayor and members of Council for the Town of Huntsville, along with the Chief
Administrative Officer, and all municipal staff, including department heads, full-time and part-time
employees, contract staff, members of council appointed committees and volunteers.
Any constraints within this policy only apply to elected officials who are speaking on behalf of the
Town / Council as a whole; they do not apply to elected officials speaking on their own behalf. This
policy does not put any restrictions on members of Council over and above the Municipal Act. It
should be noted that there may be certain legally sensitive topics on which Councillors are not
authorized to speak.
DEFINITIONS:
"Media" refers to traditional print and digital media outlets, including television, radio, daily and weekly
newspapers and online publications. The Town may use discretion if contacted by a freelance
journalist, blogger, independent news publication or any reporter who wishes to remain anonymous.
"Media advisory" refers to a notice used to invite journalists to an event, announcement or to advise
of municipal business that may be developed into a news story.
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"Media release" refers to a longer, more detailed document that includes background information and
offers a statement or quote from a designated spokesperson. It can be easily developed into a news
story or printed directly in a publication. Media releases offer timely, relevant information about a
municipal event, issue or council decision.
"News notice/announcement" refers to the distribution of timely, need-to-know information for the
media to redistribute to its audience. This could include road closures, emergency detours, service
disruptions and notices of special meetings.
"Designated spokesperson" refers to a municipal employee or elected official who is authorized to
provide media interviews and verbal and written statements on behalf of the municipality.
"Council or Committee Meeting" refers to any open or closed meeting of council or a council
appointed committee where quorum is present and where discussions materially advance the Town's
business and decision-making.
"Public meeting" refers to open meetings of council, Town Hall style meetings, open houses, public
engagement sessions, and other municipal events where the audience can hear and/or participate in
discussions with municipal staff and elected officials.
RESPONSIBILITY:
1.0 Oversight:
Huntsville's CAO oversees this policy, its updating and designation of municipal spokespeople.
2.0 Spokespeople:
The following spokespeople in the Town of Huntsville are authorized to provide media interviews and
official statements to media outlets.
Mayor: The Mayor is the spokesperson for the Municipality and may speak to media as head of
Council and on behalf of the Town. In the Mayor's absence, the Deputy Mayor or a designated
member of Council may take their place.
From time to time, Council members may be asked by the media to provide comment, but
unless designated, are not authorized to represent Council as a whole. Councillors providing
comment to the media must be clear that their comments represent them as an
individual elected representative.
Chief Administrative Officer (CAO): Huntsville's CAO is a designated spokesperson for
municipal matters outside of council business. In the CAO's absence, the Designate is
authorized to step into this role.
Division Directors: Division Directors are authorized to provide media interviews related to
programs, operations and activities that operate within their respective departments and areas
of responsibility. Divisional Directors can provide an acting or alternate spokesperson for a
specific area, service or in their absence.
Fire Chief: The Fire Chief is the designated spokesperson for matters related to public and fire
safety, fire-related incidents. In the event of a crisis or emergency situation, the Fire Chief or
Emergency Information Officer for the municipality may act as spokespeople, in accordance
with the Town's Emergency Preparedness Public Plan (2021).
In the case of a municipal emergency, the procedure for communications laid out in the
Emergency Preparedness Public Plan (2021) supersedes this policy.
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3.0 Procedure:
3.1 Responding to media inquiries - authorized spokespeople:
The Manager of Marketing and Communication is to be made aware of any requests for
statements or media interviews to provide support or advice for an interview or
statement.
Spokespeople contacted by media for an interview in statement will:
o Ask for the reporter's name and organization.
o Inquire about the nature of the discussion or interview topic.
o Ask the journalist to provide a deadline for comment from the municipality.
o Relay this information to the Manager of Marketing and Communication.
During an interview, Spokespeople will speak to their area of responsibility or expertise.
They should avoid providing information that is confidential, sensitive in nature, or may
put the corporation, its staff or elected officials at risk.
Spokespeople may arrange their own interview time, providing they have already
advised the Manager of Marketing and Communications of the request.
Spokespeople who are emergency personnel will make reasonable effort to return
media inquiries after an active incident or emergency has ended and it is legally
appropriate to do so.
3.2 Responding to media inquiries - Non-authorized spokespeople:
Any staff member who is not an authorized spokesperson, but who is contacted by
media, will:
a) Provide good customer service by asking for the reporter's name and organization,
deadline, and nature of the request.
b) Advise them that the right spokesperson will be in touch.
c) Relay this information to their department head and the Manager of Marketing and
Communication.
3.3 Council and Public Meetings:
Media are permitted to attend public meetings and regular meetings of Council and
Committees of Council, and may ask for on-the-spot commentary. Mayor and Council
may seek support and advice, through the CAO and Manager of Marketing and
Communication, ahead of the meeting.
3.4 Inaccuracies:
If any published article, release, announcement or other media material is found to have
inaccuracies or factual errors, the Manager of Marketing and Communication and CAO
is to be notified.
4.0 Proactive Media Relations:
4.1 Media Pitches:
The Marketing and Communication Department will discuss with the appropriate
department before pitching a potential story idea to media.
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The spokesperson will be pre-determined, and provided support, advice and/or key
messaging for an interview should media show interest.
4.2 News Releases, Media Advisories, News notices/Announcements and/or Council
Highlights:
Marketing and Communication Department will lead the development of Media releases,
advisories, public announcements and Council highlights with support from the
appropriate department.
All staff or Council quotes must be approved by the person being quoted prior to any
materials being released.
Media releases, advisories, public announcements and/or Council highlights of a
strategic communications nature will require the approval of the CAO prior to publishing;
operational communications require the approval of the appropriate Director, Manager,
or other operational designate.
5.0 Media Visits
It is recommended that Authorized Spokespeople notify the Manager of Marketing and
Communication and or the CAO of media visits to Town facilities to support media relations
activities and for further education and awareness purposes.
6.0 Personal Points of View:
The Town of Huntsville is a small, tight-knit community, and the Town is aware that its staff and/or
elected officials may volunteer and work in the community in other capacities. The Town is also
aware that staff and/or elected officials may have personal points of view that conflict with the Town's
position. The Town recognizes that staff and elected officials have the right to express personal
points of view, within the following guidelines:
When speaking at a public meeting or discussion where the employee or elected official is a
participant outside of their role with the municipality, they make it clear that their views do
not represent the Town, but are their own personal views.
When operating outside of their municipal role at a community event or within a volunteer
position, discussing municipal business, or topics of a sensitive or confidential nature,
should be avoided.
They do not use Town letterhead, e-mail accounts, or social media accounts to express
their personal points of view.
When speaking to the media outside of their role with the Town of Huntsville, they refrain
from discussing matters related to the Town.
They adhere to the Town's employee Code of Conduct, even when they are not acting in
that capacity.
7.0 Contentious issues:
Media inquiries about potentially contentious issues or confidential information should be referred to
the CAO, who may include the Manager of Marketing and Communication, before speaking with
media. This includes but is not limited to:
Litigation matters
Labour relations
Human resources or information about identifiable individuals
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Election matters
Requests for information that would fall under the Municipal Freedom of Information and
Protection of Privacy Act (MFIPPA)
8.0 Media Training
All staff and elected officials who act as authorized spokespeople, as well as those who are
authorized to speak in their absence, should receive media training once every four years.
9.0 Media Monitoring:
The Communications Specialist will monitor local media for stories and articles of interest and share
relevant news with the CAO and Mayor on an as-needed basis.
10.0 References and related documents:
Code of Conduct for Employees
Social Media Policy
Photo and/or Video Consent and Release form,
Emergency Public lnformation Plan
Council Code of Conduct
Procedural Bylaw
APPENDICES:
Nil