Communications and Media Relations Guidebook

Memphis Theological Seminary

168 E. Parkway S. Memphis, TN 38104

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Communications Team

Communications@MemphisSeminary.edu

www.MemphisSeminary.edu/Communications

Keith Gaskin Vice President of Advancement

kgaskin@MemphisSeminary.edu W: 901.334.5811 C: 901.238.8238

Sherry Henson Executive Director of Communications and Alumni Relations

shenson@MemphisSeminary.edu W: 901.334.5805 C: 901.258.4495

Felecia Donelson Coordinator of Grant Writing and

Communications fdonelson@MemphisSeminary.edu

W: 901.334.5823

Evan Mann Coordinator of Annual Giving and

Communications emann@MemphisSeminary.edu

W: 901.334.5829

Michael Owen Coordinator of Marketing and Communications

mowen@MemphisSeminary.edu W: 901.334.5855

This guide will be revised by the Communications team to reflect any changes in policy, new information, etc. as is necessary and relevant to the Seminary.

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Table of Contents Part 1: Branding 4

Brand Summary/Strategy…………………………………………………..4

Key Branding Strategies……………………………………………………4

Logos………………………………………………………………………………5

Business Cards…………………………………………………………………...6

Promotional Products.…………………………………………………………..6

MTS Colors………………………………………………………………………7

Website……………………………………………………………………………8

Adding Content……………………………………………………………..8

Content Removal……………………………………………………………10

Part 2: Media Relations Policy 11 Media Guidelines………………………………………………………………..12

Responsibilities of Advancement/Communications……………………………………………12

Guidelines for Photography/Film…………………………………………..13

Advance Publicity………………………………………………………………14

Advancement/Communication Event Responsibilities……………………………………………………....14

Printing and Submission of Articles, Promotional Materials, and Press Releases…………………………………………………………..14

Social Media………………………………………………………………………16

References………………………………………………………………………....17

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Part 1: Branding

Summary

Brand strategy ensures that all stakeholders (i.e., staff, faculty, students, alumni, board of trustees) of Memphis Theological Seminary work to speak with one voice that conveys our mission and vision to those around us. The importance of maintaining a consistent brand identity through personal communication, social media and mass media should continue to be a top priority of all who represent the seminary daily.

Institutional branding is meant to help propel this institution from our mission to our vision by creatively conveying the strategy that will take us from where we are to where we want to be.

A Brand Strategy:

• Increases audience awareness and engagement • Tells the unique story of MTS to differentiate us from other institutions • Markets the seminary to potential students, faculty, staff, and supporters

Key Branding Strategies

• Promote MTS as an academic institution to prospective students as a place where they will be equipped for practical ministry in the real world

• Promote degree and certificate programs to prospective students • Continue to encourage alumni that MTS is the place they were engaged, challenged, and

prepared for ministry; which instilled in them a desire for continued growth, knowledge, and education

• Become the voice of theological education in the Mid-South so media, community leaders, and civic organizations come to MTS first for matters of theology and practical ministry

• Promote philanthropy as a means through which the ideals of scholarship, piety, and justice are realized

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Logos

Logos are a valuable branding tool for any institution. The logos shown below have specific uses and should not be used for any other purpose. There are instances where other logos may need to be developed for use by specific departments. Regarding this, questions should be directed to the Communications team.

“Ministry for the Real World” Logo

This is the official logo for the Seminary’s comprehensive campaign.

The Official MTS Logos

The standard logos that will be used in most MTS related print and electronic materials, advertising, clothing and other promotional items. These logos give the Seminary an easily recognizable identity. The open book symbolizes scholarship and the Cross and flame represent the Christian faith and the Holy Spirit, respectively. When possible it is best to use the logo where “Memphis Theological Seminary” is spelled out.

The Official Seal of Memphis Theological Seminary

The seal is the formal identity of the Seminary. Its use is strictly limited to official Seminary documents, such as the President’s letterhead, proclamations and awards, and academic materials such as the commencement program.

Specific Departmental Logos

At different times, different departments may wish to develop a logo for a specific campaign, institute, certificate program, etc. The format to the left ensures clarity and consistency while allowing for individuality. Please contact Communications to assist in the development of a new logo. Contact Communications@MemphisSeminary.edu

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Sherry R. Henson

Exec. Director of Annual Giving & Alum

ni Relations

168 EAST PARKWAY SOUTHMEMPHIS, TN 38104-4395

P: 901.334.5805 C: 901.258.4495shenson@MemphisSeminary.eduwww.MemphisSeminary.edu

Business Cards As with other branding materials, business cards might be an individual’s first exposure to the seminary’s brand and image. The following are the current recommendations for business card templates.

The back of your business card may include: mission statement, the campaign/MTS logo, and/or a scripture of your choice

Should you need new or additional business cards, please consult with your department head and contact a member of the Communications team at Communications@MemphisSeminary.edu

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Producing Promotional Products (a.k.a. “Swag”) Various departments may sometimes need to produce promotional products and giveaways. The use of official logos is recommended to maintain brand consistency on all products. Preferred application includes an MTS logo with our name spelled out, however, Communications is aware that some products will not have sufficient space for this.

MTS Colors Our school colors are purple and gold, but to keep branding consistent when designing internal and external communications, these are the specific shades of each color that we use. Their individual components are listed below in several different formats and can be selected from your software’s color editing menu. Should you require the color in a format not listed below (i.e. CSS, Hex) you can find the appropriate equivalent by visiting http://rgb.to/pantone and typing 669C (purple) or 117C (gold) in the search bar.

MTS Purple –

Pantone: 669C

CMYK: 87, 97, 8, 49

Websafe: #33004b

RGB: 63, 42, 86

MTS Gold – Pantone: 117C CMYK: 6, 27, 100, 12 Websafe: #cc9900 RGB: 201, 151, 0

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Website

Our website, www.MemphisSeminary.edu, is the first point of contact many people will have with the seminary. Since the website represents our students, staff, faculty, and the greater MTS community, consistency is key.

This section of the guide will help ensure that additions to the website are posted as quickly as possible, in a consistent voice, and to the highest standards of quality.

Ultimately, the primary person(s) responsible for the website’s look and content is the VP of Advancement, specifically, and the Advancement and Communications team, in general. The Director of IT, specifically, and the IT staff, in general, will be responsible for implementing changes to the website.

Adding Content to the Website

To request a change or the addition of new material to the seminary website, navigate in your web browser to the Communications page at www.MemphisSeminary.edu/Communications and follow the prompts to choose the right option and fill in the corresponding form for your specific content request (see previews of webpage and forms below).

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Website cont’d… After receiving a content request, the Communications team and VP of Advancement will review any information and consult with the individual requesting content, as necessary, within three to five business days. All content requests will then be forwarded to IT for implementation in two to four business days. To ensure adequate time for review and implementation, it is ideal to submit information at least 4-6 weeks in advance.

Please be advised, the development and implementation of new projects may require a longer timeline.

Exceptions

There are instances where other individuals will need the ability to access and edit website information. While two specific instances are mentioned here, others may arise. On these occasions, questions regarding website access can be directed to the Communications team.

The Course Catalog, Student Handbook, Course Schedules, and other information pertinent to the Registrar’s Office may require immediate changes for which submissions through the communications page may not be expedient.

The Dean of Academic Affairs and/or Registrar will have access to these pages for editing purposes in such cases as they arise.

Access to the website is also necessary for the communication goals of the Admissions staff. Advertising and recruitment materials, as well as other information pertinent to the Admissions staff, may require immediate updates or changes. The Admissions staff will have access to edit web materials to ensure they are able to do so in a timely manner.

Content Removal

Web content relating to an event, a particular date, or time (e.g., an advertisement for a lecture series) should be removed by IT no more than two business days after the event has taken place.

If content should remain on the website (for archival purposes), this should be indicated at the time the content is submitted, along with where it is to be archived.

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Part 2-Media Relations/Publicity Summary The media relations plan for Memphis Theological Seminary is to ensure that media inquiries are routed to the appropriate source (e.g., academia, admissions, advancement). These policies and procedures were established to facilitate a positive relationship between the Seminary and the media. The Seminary’s goal is to handle all media interactions in a professional and efficient manner. A reporter’s first impression may be reflected in any subsequent story or news broadcast. To promote a spirit of courtesy and cooperation, it is also important to respond quickly to all media communications. Information disclosed by MTS must be timely, accurate, and relevant as it pertains to the Seminary. This policy applies to faculty, staff, administrators, and students, as well as members of the Board of Trustees. This policy applies to all external news media, including broadcast, electronic/online, and print. Memphis Theological Seminary acknowledges that local media outlets have relationships with members of the Seminary’s faculty and staff. It is not the intention of the Communications team to monitor the remarks of any employee; however, if asked to give official comment on behalf of the seminary, please refer to the media guidelines below.

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Media Guidelines The President of MTS is the official spokesperson and the primary on-campus representative for the Seminary and Board of Trustees, and will convey the official Seminary position on issues of significance or situations that are particularly controversial or sensitive in nature. In the president’s absence, the following individuals will serve as principal media contacts and spokespeople for the Seminary:

1. Vice President of Advancement 2. Vice President of Academic Affairs 3. Vice President of Finance and Administration

When asked to speak on behalf of the Seminary, please refer any media to the designated media contact on campus. If a media designate is not available on campus, obtain the following information from the media representative and contact the Communications team as soon as possible via email or cell phone:

• Media representative’s name • Media outlet (e.g. newspaper, television station) • Subject/intent of the story and required information (interview, photographs, etc.) • Reporter’s deadline

Responsibilities of Advancement/Communications

1. Increasing public awareness and understanding of the mission and values of Memphis

Theological Seminary, the academic services and programs that are available, any relevant special events.

2. Promoting a positive, professional image of the Seminary and the work performed here to all audiences/stakeholders, including alumni, existing and prospective students, existing and prospective donors, local churches and clergy, and the general public.

Depending on the subject matter and situation (e.g., academic, social/cultural, or special event), Advancement/Communications will recommend an appropriate spokesperson due to their knowledge, experience or expertise. Advancement/Communications will work with the designated spokesperson to prepare them for any media interview which may include (but is not limited to) developing talking points. You should not feel compelled to answer questions on the spot. It is always beneficial to prepare in advance to provide accurate and relevant information.

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Guidelines for Photographs and Film Reporters or camera crews may arrive unannounced at the Seminary. This is most likely to occur:

1. In an emergency situation 2. If there is a local or national news story which may be relevant to the Seminary or its

mission 3. If the media has learned about an upcoming event at the Seminary.

When dealing with reporters or camera crews who arrive on campus without warning, security should inform the receptionist on duty, who, in turn, should contact an Advancement/Communications designate immediately and let them know which news source is here. The Seminary can prevent a news crew from photographing or filming on campus, but we cannot prevent them from filming the Seminary from a public location (e.g. across the street); Conversely, the media cannot enter the facility to photograph or film without permission, or interfere with students or staff entering buildings on campus, or the daily operations of the Seminary. If this occurs, it may be necessary for the Director of Facilities and/or the security officer on-duty to become involved. Again, it is important for all parties involved to be courteous and friendly to the media representative as any actions may be observed and reported to his/her audience. MTS students, staff, and faculty should sign a photo/media release when they are enrolled or hired permitting or refusing the use of their image in MTS related media. Unless specified otherwise, these individuals have released their image to MTS for use as is deemed appropriate or necessary to promote, educate, recruit, etc.

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Advance Publicity If there is an upcoming event or story that could be positive to share with the public, contact a member of the Advancement/Communications team six weeks prior to the event by submitting a content request form through the Communications webpage (above) or they may email the Advancement/Communications team at Communications@MemphisSeminary.edu. The office of Advancement/Communications will coordinate any media contact, however recommendations and contact information for media outlets are welcome (e.g., church/denomination e-newsletters or websites). Advancement/Communications will work with departments to determine if the media should be contacted and which outlets would be most relevant for the intended audience. Outside events (e.g. an event at an area church) may be shared individually by students, staff, and faculty at their discretion. The Communications Department will consider advertising outside events via email on a case-by-case basis. Events will only be posted on social media or the Seminary’s website if MTS is directly involved in an event. It is the responsibility of an individual or department to approve the desired date, location, and time with the appropriate on/off campus offices to ensure availability and avoid conflicts. If parking is required, please notify the Facilities Department. Advancement/Communications Event Responsibilities

The following are methods Advancement/Communications will use to assist all departments to market and advertise any special events or activities. This list is not intended to be exhaustive and Advancement/Communications will work with individual departments on a per-event basis to determine the best use of time and resources to ensure a successful event.

Pre-event: Secure electronic, print and online interviews and features to market the event; ensure it’s included in “Events Calendar” listings on the website.

Event coverage: Contact appropriate media outlets prior to and/or after an event, sending a press release to increase probability of interest and improve chances for coverage of the event/program. Advancement/Communications is not responsible for the printing and distribution of hard material, but is a great resource for vendor and design support.

Post event: Offer articles and/or photos with identifying “cut lines” to media that run such submissions. Other departments may be asked to provide information for cut lines which includes the full name of those pictured and a concise description of the activity taking place.

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Printing and Submission of Articles, Promotional Pieces and Press Releases

To ensure overall consistency and quality of articles, promotional pieces, and press releases, none should be distributed to publications, the media, or a printer without review by a secondary source. An appropriate reviewer should be identified by the Vice President or Director of each division.

The MTS Style Guide, a document of style/formatting recommendations to assist with consistency in external communications can be found on the MTS Communication page or directly at http://memphisseminary.edu/wp-content/uploads/2017/01/MTSStyleGuide.pdf

The Communications team also has templates available to use for promotional materials such as flyers, posters, and other marketing pieces.

It is encouraged that all printed publicity pieces be presented for review by a member of the Advancement/Communications team at least one week prior to the printing deadline. This review is to ensure consistency in the Seminary’s message, voice, and presentation (including grammar and punctuation) – not to change content.

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Social Media The purpose of social media, for any organization, is to promote, educate, advertise, enable communication with relevant internal/external audiences, and raise awareness about the organization, its mission, values, products/services, and related activities. MTS has accounts on Facebook, Twitter, and Instagram. In accordance with social media policy, we will limit posting to two posts per day, per platform. A post may be pinned to the top of a social media page no more than forty-eight (48) hours, and the same event may be posted no more than twice a week. As with printing and publicity, if there is an event or other type of announcement that could be positive to share on these platforms, email Communications@MemphisSeminary.edu four to six weeks ahead of the event to ensure sufficient time for the announcement to be posted. To ensure that our content has the maximum impact and greatest outreach to our constituency, in accordance with social media best practices as stated by Dewey, 2012; Naik, 2015; Basso, et al., etc. the Seminary will have only one account on Facebook, Twitter, and Instagram. Representatives from the Admissions, Advancement/Communications and IT departments have the capability to post on each site.

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References Basso, M., Bradley, A., Cain, M., Dulany, K., Lundy, J., Mann, J., Smith, D., & Rozwell, C. (2009, December 3). Predicts 2010: Social Software Is an Enterprise Reality. Gartner. https://www.gartner.com/doc/1243515 Dewey, C. (2012). Hurricane sandy’s social media clean-up efforts help new york, new jersey recovery.The Washington Post. Retrieved July 30, 2013 from http://articles.washingtonpost.com/2012-11-20/national/35507983_1_social-mediastaten-island-hurricane-sandy Naik, D. (2015). Organizational use of social media: The shift in communication, collaboration and decision-making. James Madison University. Masters Theses. Paper 54.