The Division encourages academic staff to seek and pursue
    opportunities to communicate research-based information to
    appropriate clientele as an integral element of their
    extension and public service mission.  Coordination with
    Office of External Relations (OER) Communications units
    is encouraged.

    OER Communications units serve as the primary points of
    contact with the news media for information about the
    Division and its programs.  Information Representatives
    (IRs) serve as primary resources for implementing
    Division communications priorities.  IRs fill the
    essential role of:

    -    translating the Division's communications priorities
         into specific action recommendations,
    -    assisting Division academic and non-academic
         personnel in developing effective communications
         programs, and
    -    managing and/or monitoring communications
         opportunities toward successful conclusions.

    Under supervision of the Director--OER, IRs counsel
    Division Specialists, Advisors, Program Managers,
    Regional, and County Directors in:

    -    identifying communications opportunities,
    -    planning communications programs,
    -    contact with media,
    -    communicating affirmative action policies and
         programs, and
    -    training in mass communications skills.

    IRs, under direction of the Director--OER, handle
    communications with news media, and writing assignments
    including news releases, news tips, and articles.  IRs
    assist, as time permits, in the drafting of publications
    and scripts.

    Some agricultural colleges and Division special programs
    also maintain writing/media positions to serve specific
    needs.  To ensure efficient use of resources and to
    serve the Division's overall interests, existing
    writing/media positions maintained in programs and/or
    colleges are recognized in the OER structure as IRs. 
    Such positions receive primary work assignments through
    their supervisors, but also coordinate with the Director--OER 
    to ensure efficient promotion of their subjects in
    relation to Division priorities and flexibility in
    meeting all Division needs.

    A.   Division Policy

         The following guidelines apply to Division staff in
         relations with radio and television outlets:

         The Division encourages the use by staff of free
         broadcast time in pursuit of UC's education and
         public service mission. 

         The purchase of air time by any subdivision of the
         Division is forbidden except by written permission
         of the Vice President because such purchase can
         endanger UC's qualification for free public service
         airtime.

         Without written approval of the Vice President, the
         name of the University or its subdivisions--CE,
         DANR, EFNEP, etc.--may not be used in such a way as
         to constitute an explicit or implicit endorsement of
         any commercial product, service, or political cause.

         Certain broadcast programs, e.g., those that focus
         on topics such as explicit sexual matters or
         sensationalist rumor-mongering, do not provide
         appropriate settings for Division involvement. 
         Appearances on such programs should be avoided.

         When agreeing to appear on any broadcast, Division
         staff should make certain that they are fully
         conversant with the current knowledge base of the
         subject to be discussed and UC policy.  They should
         decline requests for information on subjects beyond
         their area of expertise.

         Where time permits, Division staff should seek the
         guidance of the OER before appearing on any
         broadcast or series of broadcasts produced outside
         of UC.  In any case, Division staff should inform
         the OER of any radio, TV, or cable appearance and
         the subject discussed.

         Division staff members are free to appear on
         whatever broadcasts they like AS INDIVIDUALS. 
         However, when they are identified on the air as UC
         employees, they are acting as agents of UC and must
         abide by these policies.  

         Within policy guidelines, County or Statewide Special
         Program or Project Directors may approve
         participation by their staff members in either
         unsponsored or sponsored broadcasts.

         Refer situations in which there may be doubt to the
         Director--OER or appropriate IR, for review.


                          --

January 1991