Part 1 - Abilene Christian University

Transcription

TABLE OF CONTENTS
Message from the President . . . . . . . . . . . . . . . . . 1.1
The University’s Mission . . . . . . . . . . . . . . . . . . . 2.1
Our position in the marketplace
Marketing and Public Relations . . . . . . . . . . . . . 3.1
Office hours
Fax
On the Web
Personnel
Professional affiliation
Creative Services . . . . . . . . . . . . . . . . . . . . . . . . . . 4.1
What we do
What we don’t do
Things you should know
Production timeline
University Symbols . . . . . . . . . . . . . . . . . . . . . . . 5.1
The official university seal
The official university logo
Official ACU purple
College, departmental logos
Athletics Symbols . . . . . . . . . . . . . . . . . . . . . . . . . 6.1
The official university Wildcat
The official logotypes for athletics
Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7.1
Tips on typography
Official Products . . . . . . . . . . . . . . . . . . . . . . . . . 8.1
Employee name badges
Templates for other products
Nameplates for desks
University business cards
Generic stationery
Specialty stationery products
Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9.1
Marketing and consulting
Marketing checklist
Marketing research
Marketing teams
Media Relations . . . . . . . . . . . . . . . . . . . . . . . . . 10.1
Processes and protocols
When a reporter calls
Preparing for an interview
During the interview
Tips for a broadcast interview
After the interview
Generating your own news
Signage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
The ADA Act of 1990
ADA-compliant interior signage
Dedicatory plaques
Banners
Vinyl door/window/vehicle signage
9-1-1 building identification
Exterior signage
Photographic Services . . . . . . . . . . . . . . . . . . . .
Direct Mail . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Allowing sufficient time for projects
ACU’s nonprofit mailing permit
Business Reply Envelopes (BREs)
Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Print advertising
Text for the ad
Purchasing an ad
Abilene Reporter-News contract
Radio and TV advertising
Web/banner advertising
Billboards
Employment ads
Style Matters . . . . . . . . . . . . . . . . . . . . . . . . . . .
Typography
Style and usage
Glossary of Terms . . . . . . . . . . . . . . . . . . . . . . .
Style for Official Letters . . . . . . . . . . . . . . . . . .
Common Questions Answered . . . . . . . . . . . . .
Web Style Guide . . . . . . . . . . . . . . . . . . . . . . . .
Standards for ACU Templates
ACU’s Web project coordinator
Whom to contact
When you need advice or help
Creating Web pages
Organization
Pages designed by Creative Services
11.1
12.1
13.1
14.1
15.1
16.1
17.1
18.1
19.1
The official ACU Communication Guide and Stylebook
was first published in November 2000 and will be updated
annually by the Office of Marketing and Public Relations
at Abilene Christian University.
For additional copies, contact:
Abilene Christian University
Creative Services
ACU Box 27795
Abilene, Texas 79699-7795
915-674-2690 • Fax 915-674-2912
1.1
message from the president
Dear ACU employee,
design – depends on faithful adherence by
ACU employees.
In today’s competitive environment, ACU must
A consistent presentation of the university is
tell its story clearly, consistently and effectively.
an integral part of creating ACU’s “brand” in the
We must promote a positive, accurate image to
marketplace. It helps build name recognition
our core audiences.
and advances our mission.
This campus Communication Guide and Stylebook,
I sincerely request your cooperation in adopting
prepared by the professionals in our Office of Marketing
these guidelines so ACU shares a clear, consistent
and Public Relations, is an important document to help
message. Call Michelle Morris and her staff and
us present this unified message.
let them help you tell your story.
The staff in Marketing and Public Relations is
responsible for creating materials that reflect ACU’s
position as a national leader in Christian higher
education. The success of this integrated program –
which includes everything from advertising and
publications to stationery, press releases and Web
Royce Money, Ph.D.
President
2.1
the university’s mission
The mission of Abilene Christian University
is to educate students for Christian service
and leadership throughout the world.
Our position in the marketplace
About Abilene Christian University
ACU’s Centennial Vision
Use this information when you need a one-paragraph
description about ACU:
Abilene Christian University is recognized as one of
the finest comprehensive universities and a national
leader in Christian higher education.
We offer an exceptional education from a distinctive
Christian perspective at an affordable price, and we are
continuing to raise the standard of excellence.
Above all, we are in the business of transforming
minds and hearts into the likeness of Christ.
ACU’s distinctive position among U.S. colleges
and universities
• ACU is one of the largest Christian universities
in the country and a national leader in Christian
higher education.
Why we are distinctive:
• ACU truly integrates faith and learning, excels in
teaching, focuses on students’ lives inside and outside
the classroom, and prepares Christian leaders who
change the world.
• ACU is a large, well-resourced Christian university,
ranking in the top 5 percent among Christ-centered
institutions nationally in enrollment, endowment and
university resources.
• ACU is an active participant in the global educational
community through its involvement in the 101-member
Council for Christian College and Universities, the highly
selective Lilly National Network of Church-Related
Colleges and Universities, and many professional
organizations.
• ACU is a leader among its national peers and among
institutions affiliated with the Churches of Christ.
• ACU has a clearly focused mission and a vision
for its future.
Abilene Christian University, a national leader in Christian
higher education, is a large, globally diverse university
that attracts 4,700 students from all the states and
60 nations. ACU combines quality academics and a
serious focus on Christ – in daily Chapel, in student-led
devotionals, in the classrooms. Exceptional Christian
faculty challenge students to change the world.
Use this information when you need a longer
description about ACU:
Abilene Christian University, a national leader in Christian
higher education, is a large, globally diverse university
that attracts 4,700 students from all the states and
60 nations. Students have an exceptionally high
acceptance rate into prestigious professional and
graduate schools. Top companies and organizations
aggressively recruit ACU graduates for their knowledge
and character. But the real distinctive quality at ACU is
the combination of quality academics and a serious focus
on Christ – in daily Chapel, in student-led devotionals,
in the classrooms. Other universities may offer quality
academics, but few integrate faith and learning in
all aspects of life. ACU’s exceptional faculty challenge
students to change the world.
MARKETING AND PUBLIC RELATIONS
Marketing and
Public Relations
The mission of the Office of Marketing and Public
Relations is to provide strategic communication
leadership, image management and high quality
creative services to support departmental and
university vision goals and ACU’s mission.
The office is entrusted with producing or supervising
the production of official university materials intended
for off-campus audiences. The office reports to the
executive vice president.
Marketing and Public Relations is housed in
two locations on campus and provides the following
professional services:
ZELLNER HALL – Room 222
• Marketing
• Public relations
• Marketing research
• Advertising
• Writing and editing
• Event management assistance
VANDERPOOL BUILDING – 1718 Campus Court
• Creative Services
– Graphic design
– Publications
– Photography
– Web services (Web management, electronic design)
– Institutional signage
– Writing and editing
– Event management assistance
– Advertising
• Media and community relations
– Sports information
– Writing and editing
– Event management assistance
Office hours
We are open daily, 8 a.m.-noon and 1-5 p.m.
Call if you need access before or after these hours.
Fax
• 915-674-2130 (Marketing and Public Relations)
• 915-674-2689 (Media Relations)
• 915-674-2912 (Creative Services)
On the Web
• www.acu.edu/marketing
Personnel
A team of award-winning professionals is available
to help you plan for a wide variety of projects:
ZELLNER HALL (Room 222, Box 29001)
MICHELLE MORRIS
Director of Marketing and Public Relations
Ext. 2646 • [email protected]
GARNER ROBERTS
Assistant Director of Marketing and Public Relations
SHEILA HILTON
Administrative Coordinator
VANDERPOOL BUILDING (1718 Campus Court, Box 27795)
RON HADFIELD
Manager of Creative Services • Editor, ACU Today
LANCE FLEMING
Manager of News and Athletics Media Relations
Ext. 2693 • [email protected] • Cell 915-665-3543
Home 915-677-4121
WENDY KILMER
University News Coordinator
BLAINE REID
Production Coordinator
HOLLY HARRELL
Graphic Designer
GREG GOLDEN
Graphic Designer
KATHY CHEATHAM
Photographic Services Coordinator
PEGGY BELL
Administrative Coordinator
Professional affiliation
Marketing and Public Relations staff are members
or affiliates of the following professional organizations:
• Council for Advancement and Support of Education
• Council for Christian Colleges and Universities
• American Advertising Federation
• American Marketing Association
• University and College Designers Association
• College Sports Information Directors of America
• Football Writers Association of America
• U.S. Basketball Writers Association
• Track and Field Writers of America
• Texas Sports Writers Association
• Texas Writers Project
3.1
4.1
CREATIVE SERVICEs
BUSINESS CARDS
Business cards for employees are ordered directly
through a vendor, in coordination with Creative
Services. See acu.utleycorp.com for ordering information.
Please allow three weeks for delivery. (See 6.1)
Creative Services
What we do
CERTIFICATES AND AWARDS
Creative Services designs and helps produce hundreds of
certificates and awards each year, from diplomas to Board
resolutions. It is important that these official documents
carry appropriate logos and signatures and meet
university style guidelines.
GRAPHIC DESIGN, PRINTING AND PUBLICATIONS
• Advertising (See 14.1)
• Brochures, flyers and booklets
• Business cards (See 8.1)
• Business forms
• Catalogs
• Direct mail (See 13.1)
• Invitations
• Magazines and newsletters
• Plaques
• Posters
• Promotional merchandise
• Stationery (See 8.2 and 8.3)
• Tickets
• Uniforms and clothing
COPYWRITING
We encourage you to provide the proposed copy/text
for your project. Our team of writers and editors will
help polish your work, if needed, to help ensure the final
professional product meets university guidelines for style
and content, and motivates your audience to take action.
DELIVERY
To help ensure the quality of your finished project,
vendors deliver final materials to our office first.
We review them for quality and workmanship, then
contact you for pick up. You will sign a delivery receipt
that provides a record of your acceptance.
SIGNAGE
• Banners
• Building and vehicle signage (See 11.1)
PHOTOGRAPHY
• Manage and archive university photography
• Hire and direct freelance photographers for
approved projects
• Print reorders from archives
• Publicity photos for employees and
student-athletes
WEB MANAGEMENT AND DESIGN
• Maintenance of main pages of Web site
• Advisory role to customers
What we don’t do
• Desk nameplates (See 8.1)
• Order official ACU name badges (See 8.1)
• Stock generic ACU stationery (see 8.2)
• Design/maintain secondary pages on Web site
(See 19.1)
• Arrange direct mail services (See 13.1)
• Write text for employment ads (See 14.2)
DIRECT MAIL
We will advise you of postal needs for your project but
leave the arrangement of direct mail services to you.
Several direct mail vendors in Abilene can handle your
smallest and biggest mail needs. (See 13.1)
EDITING AND PROOFREADING
At least two professionals edit and proofread your
project to meet university guidelines. But proofreading
is a shared responsibility
with our customers, so
we give you an approval
form with each proof
that provides you and
your supervisor(s) the
opportunity to approve
the project before it
goes to the vendor.
ly.
The form is printed on
changes clear
y
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so watch for it and be
print and budg
sure to sign and date
INITIALS
it for our records.
eed
Please help us pcrtobcy
with your proje refully
proofreading ca
DATE
Things you should know
ADVERTISING
Advertising can be an effective but expensive vehicle
for your message or promotion. We work with
vendors from the Abilene Reporter-News to
Christianity Today to produce attractive and
cost-effective ads that meet critical technical
vendor specifications. We are responsible for placing
insertion orders with these and other vendors to fulfill
legal ad contracts that save you money. (See 14.1)
ASSOCIATED PRESS STYLE
Like most university publications offices, ACU uses
the “Associated Press Stylebook” as a guide for spelling
and word use because writing done for press releases
and publications/printed material is often repurposed
for use in the media.
INITIALS
DATE
INITIALS
DATE
INITIALS
DATE
INITIALS
DATE
to our office
Please return rs. Thanks!
u
within 48 ho
Quantity
FOAP No.
-
-
-
EVENT MATERIALS
COORDINATION
Our professionals
have years of
experience helping
plan and produce
materials for ACU
events, and work
closely with the
University Events
and Meeting
Management office.
4.2
creative services
FOAP NUMBER REQUIRED
Regardless of whether you intend to pay with an ACU
Purchasing Card or purchase order, work cannot begin on
your project until we know the FOAP number to which
your project will be charged.
HOURLY RATE
Creative Services charges customers an hourly rate of
$40 for labor required to create and manage a project.
Freelance writers, designers and advertising agencies in
Abilene routinely charge as much as $65-85 an hour for
similar professional services. The hourly rate will be
charged to your budget, along with the cost of any
production materials such as FedEx or Greyhound shipping
expenses, color laser proofs, scans, etc. Prices quoted
from vendors are not “marked up” by Creative Services.
JOB TRACKING
We maintain a thorough file on your project during
production and for five years after completion. We
save samples and all related paperwork on each project,
ensuring that reprints and subsequent changes can be
done in a timely manner.
MANAGING YOUR INVENTORY
Please carefully manage your inventory of printed
materials. Mark your calendar and monitor your
inventory to remind you when to reorder. It’s best not to
wait until the last few copies of a project have been used.
PHOTOGRAPHY
We manage a 50-year archive of photography. Should
you need photography not currently in our files for
your project, we will hire an appropriate professional
photographer for you at your cost
and direct his/her work. In most cases, the resulting
film will be the property of Creative Services and be
maintained in our archives. (See 12.1)
PLAQUES
Dedicatory plaques to be permanently displayed in ACU
facilities must be ordered through Creative Services to
meet style and installation requirements.
POSTAL GUIDELINES
We work closely with representatives of the United States
Postal Service (USPS) to ensure your project meets current
postal regulations. Remember to allow ample time
for the mailing process. (See 13.1)
PRESS CHECK COSTS
When complex multi-color jobs are printed by
out-of-town vendors, a Creative Services designer may be
required to travel for an on-site “press check” approval.
In that instance, the customer will be expected to share
in paying travel expenses. Press checks can help ensure
the quality and accuracy of the final product.
PROJECT INFORMATION FORM
A Project Information Form must be completed to place
an order for publication work. The forms are available at
Creative Services or you can download and print a PDF
version from the Web at www.acu.edu/marketing.
“RUSH” CHARGE
The cost for production materials for “rush jobs” will
be billed interdepartmentally at double the usual rate.
A “rush job” is defined as a project requiring turnaround
in less than the four-week minimum.
Job No.
FOR CREATIVE SERVICES
USE ONLY
Office of Creative Serv
ice
PROJECT INFORMATIO s
N FORM
Date submitted
Date finished job is
needed
“ASAP” IS NOT A
DATE
Event date (if applicable
)
The purpose of this for
m is to help you provid
e
the
and materials, INCLUD
basic information we nee
ING YOUR FOAP, bef
d to complete your pro
ore beginning your
ject. We need all inf
□ NEW project (pro
project! Please check
ormation
vide a hard copy of pro
one:
pos
ed
text)
□ Reprint with cha
nges (provide an edited
copy of previously prin
ted sample) □ Reprin
t with NO changes
Project title /descriptio
n
Check all that apply: □
Flyer □ Brochure □
Booklet □ Program □
□ Form □ Magaz
Ticket □ Letterhead □
ine □ Invitation □
Poster □ Ad □ Env
Signage □ Event disp
elope
lay □ Card □ Other
FOAP (required)*
–
–
–
Quantity
Department / Office
Contact person
Email address
Are there photo needs
for this project? □ NO
□ YES
Special instructions (or
other information)
I will pay with a: □ Pur
chasing Card
Signature
ACU Box
(If yes, please specify in
special instructions area
below.)
No.*
or □ P.O. No.*
Phone Ext.
* IMPORTANT INFORMA
TION ABOUT PAYING
Fax Ext.
FOR YOUR PROJECT:
completed. Ads cannot
A P.O. or Purchasing Card
be run without a P.O.
(VISA)
number or other paymen
We need your FOAP rega
t. Purchasing cards cann number will be expected when your project
rdless of how you will
is
ot
pay for your project.
be used for projects cost
ing more than $1,000.
Job N
4.3
CREATIVE SERVICES
SAMPLES
We keep at least 25 copies of your final product for
our sample and your job files, so plan your quantities
accordingly. We may choose to keep as many as 100
each of large publications for our archives.
SIGNAGE
We design and order permanent and temporary university
signage that meets federal Americans with Disabilities Act
(ADA) guidelines. (See 11.1)
STATIONERY
Generic ACU stationery (letterhead, No. 10 envelopes,
9x12 envelopes, 10x13 envelopes, 6.5x9.5 envelopes,
notecards/envelopes, adhesive nametags and shipping
labels) are stocked at Central Stores for you to purchase
by the ream, box and carton. Contact us for information
about how to order customized versions of these and
other stationery. (See 8.2 and 8.3)
WORKING WITH VENDORS
We have excellent working relationships with local and
out-of-town vendors. We will choose for you the one(s)
providing the best price, service and workmanship,
ensuring that you experience one-stop shopping to
complete your project. Do not call vendors for an
update on your project or to request a price quote.
Please allow Creative Services to be your liaison.
make sure that outsourced projects meet university style
and quality control guidelines, and are produced in a
cost-effective manner. Printing and outsourced project
prices quoted from vendors are not “marked up” by
Creative Services.
Production timeline
Because we handle more than 1,000 projects a
year, please honor the following general timelines
for production. When you plan properly, it helps
ensure a smoother process for you and the other
customers we serve.
All projects . . . . . . . . . . . . . . . . . . Six weeks minimum
(Including four weeks minimum for design)
Rush projects . . . . Serviced as production time allows
(When Creative Services is unavailable,
we can help coordinate freelance services.
University policy requires that we review all projects
produced by off-campus designers or printers.)
WORKING WITH VENDORS FOR OUTSOURCING
At times it may be necessary to contract with an outside
vendor to arrange for other professional writing, Web
and/or graphic design services to complete your project
in a timely manner. Freelance writers, designers and
advertising agencies in Abilene routinely charge as much
as $65-85 an hour for similar professional services. The
cost for outsourcing will be your budget responsibility.
Please allow Creative Services to help you choose an
outside vendor and serve as project liaison. We can help
Job No.
SAMPLE TIMELINE FOR publication PROJECTS
Step One: Customer begins project using Project Information Form
(DAY 1)
– Customer provides proposed copy/text
Step two: Creative Services prepares job folder within 24-48 hours
(DAY 1-2)
Step three: Designer reviews request and collects information
(DAY 2-4)
– Designer discusses project with customer
FOR CREATIV
E SERVICES USE
ONLY
Office of Creati
PROJECT INFO ve Services
RMATION FO
The purpose of
RM
this
Date submitted
Date finished
job is needed
“ASAP” IS NOT
Event date (if
form is to
A DATE
and materia
applicable)
ls, INCLUDIN help you provide the basic
G YOUR FOA
information we
□ NEW proj
P,
befo
need
re
to
beg
com
ect (provide a
inning your
hard copy of
project! Plea plete your project. We need
□ Reprint
prop
se
check one:
osed text)
all information
with changes
(provide an edite
d copy of prev
iously printed
sample) □ Rep
Project title /desc
rint with NO
ription
changes
Check all that
apply: □ Flyer
□ Brochure
□ Form □
□
Booklet □ Prog
Magazine □
ram □ Ticke
Invitation □
t
□ Letterhea
Signage □
FOAP (required)
Event display
d □ Poster □
*
□ Card □
Ad □ Envelope
Other
–
Department /
–
Office
–
Quantity
Email address
Contact person
Are there phot
o needs for this
project? □
NO □ YES
Special instructio
ACU Box
(If yes, please
ns (or other infor
specify in specia
l instructions
mation)
area below.)
I will pay with
Signature
a: □ Purchasin
g Card No.*
* IMPORTANT
INFOR
or
completed. Ads MATION ABOUT PAYIN
Phone Ext.
G FOR YOUR
PROJECT: A P.O.
We need your cannot be run without a P.O.
Fax Ext.
or Purch
FOAP regardless
number or other
of how you will
payment. Purch asing Card (VISA) number
pay for your
will be expec
asing cards canno
project.
ted when your
t be used for
project is
projects costin
g more than
$1,000.
Step four: Designer has minimum of four weeks to design*
– Customer has opportunity to approve proof before project goes to vendor
– Customer approves production costs and delivery time
Job No.
FOR CREATIV
Step five: Project is sent to vendor; Creative Services approves vendor blueline or similar proof
– Traditional offset printing requires additional 3-14 working days (varies with project)
– “Quick-print” vendors require additional 1-3 days (varies with project)
Step six: Delivery from vendor is made to Vanderpool Building, Central Receiving or direct mail vendor
– Customer is informed on day of arrival
Step seven: Creative Services’ production expenses are billed interdepartmentally to customer’s designated
budget account. Vendor costs are paid with a purchase order or ACU Purchasing Card (VISA).
A P.O. or VISA number must be provided when the job is requested. The completed project
cannot be picked up or delivered if payment method was not established.
*Repeat jobs or projects with minimum changes may be handled in less time, but the deadline still applies.
□ P.O. No.*
5.1
UNIVERSITY symbols
The university logo is used
in two forms: artwork reversed
out of a fixed-space rectangular
box (dark background, white
typography) and artwork not in
a rectangular box.
University Symbols
The official university seal
should be reproduced from
authorized original illustrations
and should not be redrawn,
reproportioned or modified in
any way. Please do not use parts
of the logo to create other logos.
VERSITY
NI
ABILENE C
The seal is a legally protected trademark reserved for
use primarily on official documents such as diplomas,
transcripts and certain institutional
A
I
T
N
S
I
literature. Other uses must be
U
HR
approved by Creative Services.
1
9
The current seal was last
updated in 1992 and is etched
in limestone at the entrance to
Teague Boulevard.
6
0
Digital files can be downloaded from
www.acu.edu/marketing.
The official university seal should be reproduced
from authorized original illustrations and should not
be redrawn, reproportioned or modified in any way.
Please do not use parts of the seal to create other logos.
Official ACU purple
ACU’s school colors are purple and white.
A dark purple, it should be represented by Pantone 268,
also known as PMS 268 (PMS is an acronym for
Pantone Matching System), or with four-color process
percentages (Cyan 90 percent, Magenta 100 percent,
Yellow 10 percent, Black 0 percent).
Creative Services will provide camera-ready artwork
or digital art on disk for approved uses.
The official university logo is a legally protected
trademark appearing on stationery products and
most other official publications representing ACU.
Other uses must be approved by Creative Services.
In addition, some Wildcat athletics teams use red
(a process-color mix of Magenta 100 percent and Yellow
100 percent) and black as accent colors in some of their
uniforms, although purple and white should be the
dominant colors represented.
The current logo was last updated in 1992.
USE OF university seal
Outdated university seal
ISTIAN U
HR
VERSITY
NI
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6
Incorrect use of university seal (substituting fonts, replacing or adding elements)
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Official university seal
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5.2
UNIVERSITY symbols
The official university
seal is engraved
in limestone at
the entrance to
Teague Boulevard.
5.3
university symbols
USE OF university LOGO
Two versions of
official university logo
Outdated university logo
Incorrect usages of university logo (substituting fonts, replacing or adding elements)
ACU
ABILENE
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THIS OR THAT
College, departmental logos
developed for these specific purposes:
In an effort to present a cohesive university graphic
image, colleges, departments and offices must not have
their own logos.
• Fund-raising campaigns
• Special events
• Academic centers or programs
• Student-recruiting events or projects
• Special projects designated by the president or
Board of Trustees
With help from Creative Services, logos may be
samples of other specialty LOGOs developed by creative services
The
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6.1
athletics symbols
The official logotypes for athletics
Athletics Symbols
The official university Wildcat
ACU’s wildcat symbol is a legally protected trademark
reserved for use by intercollegiate athletics. Use must
be approved by Creative Services and the director
of athletics.
There are several legally protected trademarks
reserved for use by intercollegiate athletics. Use must
be approved by Creative Services and the director
of athletics.
The official athletics logotypes should be reproduced
from authorized original illustrations and should not
be redrawn, reproportioned or modified in any way.
The official wildcat should be reproduced from
authorized original illustrations and should not be
redrawn, reproportioned or modified in any way.
USE OF WILDCAT AND logoTYPEs FOR ATHLETICS
Versions of official logotypes for
intercollegiate athletics
Outdated Wildcats
TM
TM
TM
TM
TM
Incorrect use of Wildcat; image should never be
reversed (white image on dark background)
TM
TM
7.1
typography
Typography
In an effort to present a consistent, recognizable
and distinctive image, most university materials carry one
or more of these specially-selected typeface families:
• ITC Galliard
• Frutiger
• Torino
• Penumbra
ITC Galliard Roman (custom-condensed)
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890.,;‘’$!?&*@
ITC Galliard Roman Italic (custom-condensed)
1234567890.,;‘’$!?&*@
ITC Galliard Bold (custom-condensed)
1234567890.,;‘’$!?&*@
ITC Galliard Bold Italic (custom-condensed)
1234567890.,;‘’$!?&*@
ITC Galliard Black (custom-condensed)
1234567890.,;‘’$!?&*@
ITC Galliard Black Italic (custom-condensed)
1234567890.,;‘’$!?&*@
ITC Galliard Ultra (custom-condensed)
1234567890.,;‘’$!?&*@
ITC Galliard Ultra Italic (custom-condensed)
1234567890.,;‘’$!?&*@
Frutiger Light
1234567890.,;‘’$!?&*@
Frutiger Light Italic
1234567890.,;‘’$!?&*@
Frutiger Roman
1234567890.,;‘’$!?&*@
Frutiger Roman Italic
1234567890.,;‘’$!?&*@
Frutiger Bold
1234567890.,;‘’$!?&*@
Frutiger Bold Italic
1234567890.,;‘’$!?&*@
Frutiger Black
1234567890.,;‘’$!?&*@
Frutiger Black Italic
1234567890.,;‘’$!?&*@
Frutiger Ultra Black
ABCDEFGHIJKLMNOPQRST
UVWXYZ
1234567890.,;‘’$!?&*@
Frutiger 47 Light Condensed
1234567890.,;‘’$!?&*@
Frutiger 57 Condensed
1234567890.,;‘’$!?&*@
Frutiger 67 Bold Condensed
1234567890.,;‘’$!?&*@
Frutiger 77 Black Condensed
1234567890.,;‘’$!?&*@
7.2
typography
Frutiger 87 Extra Black Condensed
1234567890.,;‘’$!?&*@
Torino Roman (24-point minimum size)
1234567890.,;‘’$!?&*@
Torino Italic (24-point minimum size)
1234567890.,;‘’$!?&*@
Torino Bold (24-point minimum size)
1234567890.,;‘’$!?&*@
Torino Bold Italic (24-point minimum size)
1234567890.,;‘’$!?&*@
Penumbra (MM 425 wt 320 sr) an all-caps font
1234567890.,;‘’$!?&*
Penumbra (425 SemBld 1000 sr) an all-caps font
ABCDEFGHIJKLMNOP
QRSTUVWXYZ
1234567890.,;‘’$!?&*
Recommended font families for letters or other
official correspondence:
• Times
• Times New Roman (very similar to Times)
Times New Roman
1234567890.,;‘’$!?&*@
Times New Roman Italic
1234567890.,;‘’$!?&*@
Times Bold
1234567890.,;‘’$!?&*@
Times Bold Italic
1234567890.,;‘’$!?&*@
Tips on typography
Aim for what we call considerate typography.
That’s a delicate mix of the right combination of fonts
and graphics that complement your words, aiding
reader comprehension and readability. Creating
professional-level typography requires attention to
details. These tips should help:
• Resist the temptation to use too many fonts on a
particular document. More is not necessarily better.
• Never use all capital letters in a decorative italics
or script font:
THIS IS UNREADABLE
THIS IS UNREADABLE
THIS IS UNREADABLE
• Avoid allowing your word processing software
to automatically create artificial outlines or shadows
on letters. Most give you no control over where
the shadow goes or how thick it is, and most often
it just looks cluttered and mis-spaced:
A RTIFICIAL OUTLINE
AR TIFICIAL DROPSHADOW
A RT I F I C I A L O U T L I N E & D R O P S H A D O W
It’s best to purchase and use fonts specifically designed
for these typographical treatments.
• Avoid overusing borders and boxes. One or two per
page is plenty.
• Avoid using gray boxes behind type, especially when
documents are output at low resolution; they can
look “muddy” and hurt readability.
• Use boldface sparingly to emphasize certain words
and phrases on a page. Draw the reader’s attention
to only the most important words or phrases.
If there are too many on a page, the emphasis
will be lessened or even negated.
• USE TEXT IN ALL CAPITAL LETTERS
SPARINGLY. Upper and lower case text is
more readable in a publication.
• Paragraphs need indents on the first line or ample
room (like one return) between them.
• Be consistent.
8.1
OFFICIAL PRODUCTS
Official Products
Employee name badges
Official employee name badges can be ordered
through Human Resources (Ext. 2359) and take about
three weeks to arrive.
Dr. Joe Professor
DEPARTMENT OF
QUANTUM PHYSICS
AND MARINE BIOLOGY
University business cards
Official university business cards (see samples below)
must be ordered directly from the printer through
Creative Services’ Web site.
These two-color (purple logo and black text on white
stock), thermographed cards are produced at a very low
cost and arrive in approximately three weeks.
There are two styles of business cards: generic
and those for athletics coaches and administrators.
Ordering information is available from the Web
at www.acu.edu/marketing. Or call Ext. 2690
for more information.
Templates for other products
Templates (with the university logo) you can
customize are available for the following products:
• Fax cover sheet (Microsoft Word)
• Memorandum (Microsoft Word)
• Official document/report cover (Microsoft Word)
• Official ACU letter (Microsoft Word)
• PowerPoint presentations
Samples of card for coaches and athletics administrators
You can download files from the Web at
www.acu.edu/marketing.
Rough N. Tumble
Head Rugby Coach
Nameplates for desks
Engraved nameplates for desks are available through
the Department of Industrial Technology (Ext. 2533).
Abilene Christian University Wildcats
666 Gibson Health and P.E. Center
ACU Box 27916
800-766-0228
(O) 915-674-7777
(Fax) 915-674-9999
(Mobile) 915-974-9999
[email protected]
Samples of generic business cards
Christopher Columbus
Professor of Higher Communication and
Intercontinental Research
199 Gibson Health and PE Center
ACU Box 26000
(O) 915-674-0000
(Fax) 915-674-0000
(H) 915-674-0000
[email protected]
Dr. Christopher Columbus
Professor of Higher Communication and
Intercontinental Research
College of Biblically Familiar Studies
499 Hardin Administration Building
ACU Box 26000
(O) 915-674-0000
(Fax) 915-674-0000
[email protected]
8.2
OFFICIAL PRODUCTS
ADHESIVE SHIPPING LABEL
Generic stationery
SHIPPED FOR:
The following ACU generic stationery products
are available for purchase through Central Stores
(Ext. 2246). Each is printed in PMS 268 official
purple on white stock:
• Letterhead (two grades of paper quality)
• No. 10 envelope (three grades of paper quality)
• No. 10 window envelope
• 9x12, 10x13 and 6.5x9.5 envelopes
• Single/Folded notecard and matching envelopes
• Shipping labels (adhesive backing)
• Nametags (adhesive backing)
To:
Abilene, Texas
79699
ADHESIVE NAMETAG
Central Stores also stocks blank envelopes in a
variety of sizes.
GENERIC LETTERHEAD
GENERIC FOLDED NOTECARD (with matching envelope)
GENERIC
SINGLE NOTECARD
Educating Students for Christian Service and Leadership Throughout the World
Abilene, Texas 79699
915-674-2000
GENERIC A-2 ENVELOPE (back flap)
GENERIC NO. 10 ENVELOPE
Educating Students for Christian Service
and Leadership Throughout theWorld
GENERIC 9x12 ENVELOPE
.5 ENVELOPE
GENERIC 9.5x6
GENERIC NO. 10 WINDOW ENVELOPE
ce
for Christian Servi
Educating Students ughout theWorld
and Leadership Thro
s 79699
Abilene, Texa
8.3
OFFICIAL PRODUCTS
Specialty stationery products
CUSTOMIZED LETTERHEAD
Several customized stationery products are available:
• Letterhead and No. 10 envelopes (for vice presidents
and dean’s office of each college)
• Notecards (folded and single; fit in A-2 envelopes)
• Notesheets (5.5” x 8.5”; fit in A-2 envelopes
when folded)
• Envelopes for notecards and notesheets (A-2 size)
Educating Students for Christian Service and Leadership Throughout the World
COLLEGE OF ARTS AND SCIENCES
127 Sherrod Hall (Family and Consumer Sciences)
ACU Box 27915, Abilene, Texas 79699-7915
915-674-2209 • FAX 915-674-6800
A version of the letterhead and No. 10 envelope
can be customized for vice presidents and the dean’s
office of each college. Generic letterhead and
envelopes cannot be customized for departments
or other offices without special permission.
Contact Creative Services for more information.
Notesheets
(for individuals)
and folded notecards
(for offices) both fold
in half for use in an
A-2 envelope.
NOTESHEET (fo
r individuals)
Jack Reese
College of Bibl
ical
Studies
A-2 ENVELOPE (back flap)
CUSTOMIZED No. 10 ENVELOPE
Office of Alumni Relations
ACU Box 29131
COLLEGE OF BUSINESS ADMINISTRATION
140 Mabee Business Building
ACU Box 29300, Abilene, Texas 79699-9300
FOLDED NOTECARD (for offices)
Alumni Relations
9.1
MARKETING
Marketing
Marketing and consulting
Staff members in this office have expertise in a variety
of areas: marketing, event promotion, public relations,
publication design, media relations and news management, community partnerships, Web communication,
internal and external communication, and more.
When you are planning a major event or launching
a new program, someone from this office would be
glad to meet with you to discuss marketing your
program (including pricing, location, timing,
audience, promotion and other important details).
A separate office on campus, University Events and
Meeting Management, (Ext. 2632) will help you with
event arrangements, including food, decorations, ticket
sales, entertainment, equipment, etc.
Marketing checklist
When you are planning an event or new program,
consider such aspects as:
• Link to ACU mission and vision
• Outcome anticipated
• Purpose
• Theme/message
• Audience and mailing list
• Program/entertainment/speaker
• Location
• Timing (date as well as time of day)
• Demand/need of program, service or event
• Competition
• Other events occurring simultaneously
• Similar services
• Cost/budget
• Type of food
• Promotion and publications
• Advance notice
• Newsworthiness (Is it unique? Does it tie into a trend?
Does it involve a well-known speaker, group or “hot”
news topic?)
• Availability of volunteers or staff
Market research
The Office of Marketing and Public Relations is
responsible for certain market research studies, usually
involving prospective students and their parents, alumni
or donors. An outside firm usually conducts the
research, with results maintained in both the marketing
office and in the Office of Institutional Research
and Assessment (OIRA). Most studies coordinated
through the marketing office concern perceptions
about ACU and its services.
This office also advises individuals, offices or
departments on campus who are interested in gathering
feedback from certain targeted audiences. The staff
works closely with OIRA when designing research
studies and interpreting results.
Although results from these surveys are considered
confidential data, faculty and staff who are interested
may contact marketing and/or OIRA with specific
information requests.
Marketing teams
The Office of Marketing and Public Relations
operates through integrated marketing efforts that
involve partners across the campus. This office
coordinates or works with several cross-functional
teams focused on marketing ACU. The primary
planning groups are:
Marketing Advisory Council – An advisory group
whose purpose is to review and create synergy and
excitement for the university’s marketing efforts.
Marketing Management Team – A small,
cross-functional team whose purposes are (1) to
focus the university’s marketing efforts to recruit
students, enhance the image, help build lifelong
alumni relationships, enhance fund-raising efforts, and
strengthen campus, community and church connections
and (2) to develop ACU’s integrated marketing plans,
to measure goals and to be accountable for the results.
Annually, the Marketing Management Team
develops/revises the university’s Integrated Marketing
Plan. This plan is designed to focus limited resources
on activities that position ACU as a national leader
in Christian higher education.
Staff members in Marketing and Public Relations
also regularly meet and work with the Enrollment
Management Team, Athletics Marketing Team and
other groups on campus to successfully market and
promote the university to its audiences.
A “Marketing Philosophy White Paper” explaining
ACU’s integrated marketing philosophy is available
for review by calling Ext. 2646.
10.1
media relations
Media Relations
Preparing for an interview
Even if the story concerns a seemingly negative
situation, ACU’s image can be enhanced with
appropriate responses.
• Before doing an interview, get the reporter’s name and
the media organization for which he or she is reporting.
Know who you’re talking to.
• You have the right to accept or decline a reporter’s
request. You should only agree to talk about subjects
you are comfortable discussing. Make every effort
to cooperate.
• Ask in advance about the topic of the interview and ask
for sample questions. If you need time to collect your
thoughts and the reporter’s deadline allows, offer a
specific time to call back and be sure to follow through.
• Formulate a set of main speaking points. Write them
down if necessary.
• Stick to your speaking points during the interview,
but don't read or try to memorize them. Your interview
should appear natural in print or broadcast.
When a reporter calls
During the interview
Ideally, TV, radio and newspaper reporters will
call Media Relations (674-2692) to make inquiries
and set up interviews, including interviews in person
or by telephone.
• Be brief. The shorter the comments, the less likely you
are to be misquoted in print, and the more likely you
are to create a “sound bite” for broadcast.
• Relax. Be conversational and informative.
• Avoid technical jargon or terms. Tell your story with
confidence and conviction.
• Be objective and factual. Do not offer opinions or
interpretations unless the reporter specifically asks for
them and you feel comfortable providing a response.
• Asking the reporter to rephrase the question will give
you time to think of an appropriate answer.
• Always “keep your cool” even if the subject matter is
sensitive or difficult to discuss. If you are uncomfortable
for any reason or at any time, you can defer to the
university news coordinator.
• As a general rule, avoid saying “no comment.”
It’s better to be honest and frank. As Dan Rather says,
“Stick with one of three responses: a) I know, and I can
tell you; b) I know, and I can’t tell you; c) I don’t know.”
• It is best never to speak “off the record.” If a reporter
asks you to speak off the record, be sure you both agree
on what that means. Typically, you and the reporter
should understand that the material cannot be used by
the reporter in any way. Also, indicate when you
resume speaking on the record. It’s best to be selective
in what you share. You can’t say after the fact, “Now
what I just said is off the record.”
• Avoid being an “unnamed source.” It’s not a
wise practice.
Processes and protocols
If you have a media issue, call Ext. 2692
Media coverage is important to ACU. It can position
our professors/staff members in the community as the
true experts they are in their fields, it promotes ACU
programs, and it enhances the university’s image.
Then, the university news coordinator (Wendy
Kilmer) will call the appropriate person on campus,
explain the request and ask for appropriate assistance.
The coordinator will facilitate the interview process and
serve as media liaison. (When asked to assist in a media
interview, please cooperate as fully as possible.)
At times, a reporter with in-depth knowledge of ACU
(many students work within local media organizations),
may call you directly.
• If a reporter calls you first, please notify Media Relations
as soon as possible at Ext. 2692, 2693, 2646 or 2690
after you complete the call.
• If you are comfortable responding to the situation, you
may cooperate with the reporter, or you may request
Media Relations to facilitate the interview.
• If for any reason you are uncomfortable or if the media
inquiry is of a delicate nature, Media Relations will
facilitate the situation.
• Do not ignore a reporter’s call. If you’re busy, return the
call as quickly as possible.
• Ask the reporter what his or her deadline is. Timeliness
is a necessity for the media.
• If you do not feel qualified to answer the reporter’s
question, tell the reporter immediately and refer him or
her to Media Relations to find another source.
Tips for a broadcast interview
• Try to make your responses in 20 seconds or less. Short
sound bites are the building blocks of broadcast news.
• For TV, wear solid colors if you have the chance to plan
ahead. Avoid white, plaid or narrowly striped clothing.
Avoid large, jingling jewelry.
• Always check in a mirror. A reporter may not tell you
whether or not your hair is a mess.
• Ask whether the TV or radio interview will be live or
10.2
MEDIA RELATIONS
taped. Be sure you are comfortable with the process
of live interviewing before agreeing to “go live.”
ACU Media Request F
orm
• For a taped TV interview, look at the reporter
(not the camera). Don’t look back and forth
between the reporter, camera or any other person.
This makes you look shifty on camera.
• Live TV interviews from a remote site may require
you to look directly into the camera and wear an
ear piece. If you’re not sure what to do, ask.
• Avoid rocking, swaying or moving around during
a TV interview. This will help keep the audio
recording levels consistent and keep you in
focus on camera.
• Be aware of any nervous habits such as tapping a
pen or saying “um” throughout the interview.
• TV crews often take “cutaways.” These are extra
camera shots and angles used to edit stories
together. Act naturally during the cutaway
taping, but always be aware that the microphone
may still be recording your comments.
Your name:
Your email address
:
Your phone extens
ion:
Check where you
consider your new
s would
□ Inside AC
U
□ Local me
dia
Describe your eve
nt or
Who were/are the
key
be appropriate:
□ ACU Tod
ay
□ State me
dia
news item:
□ AlumNote
s
□ National
media
□ Optimist
□ Christian
media
players, and what
were/are their role
s?
Where did/will this
take place?
After the interview
When?
• Don’t expect an opportunity to preview a story
What kind of com
munity response
before it appears. Journalists shun that idea.
is involved? (ticket
s, RSVPs, reserva
tions, etc.)
Instead, listen carefully during the interview.
If you are unsure about whether the reporter
What phone num
ber can the public
understood your main points, ask him or her a
call for more info
rmation?
Other details you
few questions and clarify if necessary. If you
consider important
:
have concerns about the reporter accurately
conveying your statements, contact the
university news coordinator.
• It’s OK to ask when the story will be printed
or broadcast (although the reporter may not know or
control publication date or broadcast time).
Sharing your news on campus
• If you note an error in the story or are unhappy with it,
call the university news coordinator to clarify the point.
You have several avenues to share your news
Generating your own news
If you have news to be distributed to media outlets
on campus, within the Abilene community or to a
broader region, download a Media Request Form in
PDF format from www.acu.edu/marketing, complete
and send it to Media Relations, ACU Box 27795.
(Or email the same information to [email protected])
• For maximum media coverage, submit Media Request
Forms according to this timetable:
Campus media . . . . . . . . . . . . . . One week prior to event
Abilene area media. . . . . . . . . . Two weeks prior to event
Regional, state
or national
media . . . . . . . . . . . Three to four weeks prior to event
on campus other than mass communication directed
by the Office of Media Relations. Some include:
• Chapel announcements (shown on PowerPoint):
www.acu.edu/campusoffices/campuslife/announce.html
• Campus mail (fliers and postcards):
University Mail Services, Ext. 2530
• Posters/fliers in buildings: Contact the building
manager of the particular building (or director, if a
residence hall) to learn specifics concerning placement
and content.
• Banners or fliers in McGlothlin Campus Center:
Joel Swedlund, Ext. 2532
• Easel with poster, table or ticket window use in
McGlothlin Campus Center: Joel Swedlund, Ext. 2532
• Email to all faculty and staff: Wendy Kilmer, Ext. 2692,
Inside ACU
• Urgent email/NewsFlash: Sheila Hilton, Ext. 2692
• Email to faculty only: Jan South, Ext. 2024
• Email to students: Wayne Barnard, Ext. 2067
• Voicemail message: Kay Reeves, Ext. 2991
SPORTS MEDIA RELATIONS
Sports Media
Relations
Wildcat student-athletes and coaches benefit
tremendously from local, national and even international
media exposure, and ACU works diligently to maintain
a positive relationship with media representatives.
Therefore, it’s important to understand the media’s
role, the value of positive media relations and the best
ways to deal with the media.
Building a positive relationship
• One of the responsibilities of ACU student-athletes
and coaches is to cooperate with the media in
appropriate situations.
• Dealing with the media is a natural and important
part of athletics success.
• Most media contacts will be arranged by the sports
information staff. They know the media well and can
help you develop better media relations.
• The job of the media, generally, is to be objective,
fair and non-biased – neither for your team nor
against your team. They do not serve as ACU’s
cheerleading squad.
• Look at the media as your best friend. Good news
coverage can help you recruit student-athletes, raise
money and improve your team’s image.
• If you have developed a strong relationship with
individuals in the media, they are less likely to criticize
you for minor mistakes – although you can’t count on
your relationship to prevent major news from being
published or aired. In fact, asking them to withhold
news will quickly sour a good relationship.
• Every time someone from the media wants to talk to
you, you have the chance to promote yourself and your
team. And when you can plan an interview in advance,
you can put a more positive “spin” on the situation as
you talk to a reporter.
Who are those reporters, anyway?
Who are the media and how do they operate?
While Abilene will never be confused with New York
or Los Angeles, we do have three local television
stations, a 50,000-circulation daily newspaper, several
local radio stations and several larger media markets
in a 150-mile radius that report on Wildcat teams and
student-athletes. Here’s a more in-depth look at the
types of sports journalists with whom you will come
into contact:
10.3
Beat Writers: These newspaper reporters cover ACU
on a daily basis and are responsible for writing previews
and game stories. While beat writers may become
more familiar to you because they are around more
often, they must still remain impartial. They also look
for interesting human interest (feature) stories on
Wildcat student-athletes.
Columnists: In Abilene, beat writers can double
as columnists, so don’t be surprised if something
you say on game night is used later in a column.
Columns are a more creative and opinionated form
of sportswriting. You might not always agree with
what the columnist writes.
Television News Crews: You likely won’t see TV
reporters as often as newspaper reporters, but they can
have a major impact. Many people get their news from
TV instead of newspapers, and local news programs have
large audiences. However, most sportscasts are only
three to four minutes long, so they usually only have
time for game highlights and scores. If extra time
is available, they might air a short sound bite from
an interview.
Campus Media: ACU has one of the finest
student journalism programs in the country with the
award-winning Optimist, Prickly Pear, KACU-FM 89.7
and KUF-TV 7. While the staff members are students,
please treat them with the same respect and courtesy you
would give reporters from the Abilene Reporter-News
or the Dallas Morning-News.
Radio Game Broadcasts: All Wildcat football
games – as well as men’s and women’s conference
basketball games – are broadcast live on KULL-FM
92.5 (and on the Internet). You might be asked to
do a taped or live pre-game or halftime interview.
Media representatives who regularly cover
Wildcat athletics:
• Brett Vito, Abilene Reporter-News (Football beat writer,
basketball)
• David Bacon, KTAB-TV (Covers all sports and does radio
play-by-play for football, basketball)
• David Robinett, KTAB-TV (Covers all sports)
• John Wilson, KRBC-TV (Covers all sports)
• Tim Hill, KRBC-TV (Covers all sports)
• Gary Stricklin, KTXS-TV (Covers all sports)
• George Levesque, KTXS-TV (Covers all sports)
• Marjorie Herrera-Lewis, Dallas Morning-News
(Lone Star Conference beat writer)
10.4
Importance of media deadlines
If, after a game, you are asked to speak to a member
of the media, please talk to them immediately if possible.
Generally, the Abilene Reporter-News has a 10:30 p.m.
deadline, so timing is critical. TV crews usually need
to have their work wrapped up by 9:30 p.m. (for the
10 p.m. newscast), unless they’re doing a “live” shot
from the site of the event.
Even though your work is done when the game is
over, the reporter’s work is just beginning – and he/she
needs your help, including adequate work space, phone
and electrical outlet.
Mistakes in headlines
Sometimes a reporter writes a great story, and the
copy editor misreads the lead sentence and places a
wrong or misleading headline on the story. After
reporters’ stories are turned in at deadline, they generally
do not see them again until morning. Reporters do not
have control of what is written in the headline, so please
do not blame a reporter if the headline paints a different
picture. If you have a major complaint, call the sports
information director and he can visit with the editor
actually responsible for the problem.
ACU Sports Information Office
Sports Information is located in the Vanderpool
Building (1718 Campus Court).
The office promotes ACU and Wildcat athletics
by writing stories about student-athletes and coaches,
coordinating press interviews and press conferences,
servicing the information needs of reporters, and
compiling and maintaining statistics and historical
records. Sports Information also produces game
programs, media guides and press releases and is
involved in marketing achievements of student-athletes
and coaches to a wide variety of audiences.
If you feel overloaded with too many interviews
or want advice on how to handle an interview, please
call Sports Information (Ext. 2693) and speak with the
director (Lance Fleming). The office is at your service
24 hours a day, seven days a week. It’s okay to call us at
the office or at home (677-4121) if a media-related
question arises.
sports media relations
Media guidelines for coaches
and student-athletes
• Do not, for any reason, give your home phone
number to a member of the media. You don’t
want a late-night call from a reporter catching you
unprepared during a time of crisis. Coaches, don’t
give a student-athlete’s phone number to the media.
Simply have the media member call Sports Information
to arrange an interview.
• If Sports Information calls and asks you to call a
newspaper or TV reporter, please do so as soon as
possible. Remember, media have early deadlines, and
your cooperation is needed to meet those deadlines
and to help you get good news coverage.
• Be honest and sincere in your dealings with the media.
You are continuously building credibility and respect.
Do not make statements that mislead, that are untrue
or that are exaggerations. Be honest in your appraisal
of a player or team, but don’t ridicule or criticize. Don’t
blame referees or umpires for a loss; it’s a weak excuse
that makes you look bad and will cause you to lose the
respect of the media – and your fans. Credibility and
respect built up over several years can be damaged by
one unfortunate incident.
• Mention players by name, use objective evidence and
give complete answers. Speak positively, find specific
areas to compliment, and talk about good points
to maintain and weak points on which to improve.
Short, complete sentences allow reporters to easily
edit the interview without distorting your answers,
especially on television.
• If you make an appointment, be on time. If you’re
going to be late, notify the writer or broadcaster ahead
of time to cause a minimal amount of inconvenience.
Practice courtesy and build positive rather than
adversarial relationships.
• Anticipate questions that reporters will ask you.
Prior to live interviews, try to determine the subject
matters to be covered and review potential answers.
Be prepared. Inaccurate statements or stories
can be corrected in a firm but polite manner.
Just state the facts.
• Get to know the local media people who most
frequently visit our campus. Help them get to know
the coaches and student-athletes. Everyone should be
comfortable in each other’s presence. Acknowledge
their presence. Make eye contact, shake hands and
call them by name. Coaches, let the media know they
are (usually) welcome to conduct interviews with
student-athletes before or after practice, or at other
appropriate times. Make sure they know that ACU
student-athletes are not professional athletes,
and they have obligations to academic work.
• “No comment” generally sends up red flags to a
reporter. However, if you don’t want to provide certain
information, simply say, “I can’t answer that question”
or “I’d prefer to pass on that question.” If you don’t
want to confirm a story, don’t even ask what kind of
information the reporter has in his or her possession.
Just tell them that you cannot comment or say, “I can’t
answer your questions.”
• Be careful of what you say. Don’t say anything you
don’t want to see on television that night or in the
newspaper the next morning. Remember, microphones

Part 1 - Abilene Christian University

Transcription

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