UMSSW Media Guidelines and Procedures for External Media Outreach

As a public health and human services institution, the University of Maryland, Baltimore (UMB) and University of Maryland School of Social Work (UMSSW) collaborates with local, regional and national media outlets to inform the public of research discoveries, expertise, and evidenced-based practices. Media outreach is coordinated by the UMB’s Office of Communications and Public Affairs (OCPA) in partnership with UMSSW’s Marketing and Communications team. Media outreach coordinated on the University’s behalf may include television, radio, podcast and print media.

The skill and expertise of faculty and staff is respected, as is every employee’s right to free speech.  SSW strives to take a balanced approach to support academic freedom and at the same time, avoid the appearance personal messaging represents the official position of UMSSW or UMB.  Below are guidelines for conducting media outreach coordinated by UMSSW and UMB and messaging within personal capacity. 

When working through the UMSSW Marketing and Communications team or UMB OCPA, faculty – including tenured, non-tenured, part-time and full-time – and staff are representing the University of Maryland School of Social Work and University of Maryland, Baltimore in their official capacity.

1. If a media outlet contacts you directly, notify UMSSW Marketing and Communications at communications@ssw.umaryland.edu or Kelli Johnson at kelli.johnson@ssw.umaryland.edu, as well as Alex Likowski and Charles Schelle from UMB Media Relations at alikwoski@umaryland.edu and cschelle@umaryland.edu before committing to participate in any media activity.
2. If you receive requests directly from UMB OCPA Media Relations to participate in media outreach, notify UMSSW Marketing and Communications at communications@ssw.umaryland.edu or Kelli Johnson at kelli.johnson@ssw.umaryland.edu.
3. If you are willing to serve as an expert for media inquiries, contact Charles Schelle at cschelle@umaryland.edu.

By adhering to the set forth Communications Procedures, UMSSW faculty and staff will have access to in-depth media training and support to help guide media interactions. To schedule media training contact Charles Schelle at cschelle@umaryland.edu. Media training sessions are limited to 12 people and can last up to 2 hours.

Other benefits of coordinating with UMSSW Marketing and Communications and UMB OCPA include:

• Established relationships with media outlets to help vet media sources and intention.
• Expanded Communication Channels to repurpose content to larger audiences
  • Email Blasts
  • Website Updates
  • University Social Media Accounts –
• An elevated brand presence and awareness for UMSSW that can contribute to recruitment and fundraising goals
• Position UMSSW faculty and staff as experts and thought leaders in the field of social work

Participating in coordinated media outreach will raise your personal profile and may garner additional media attention. UMB has media monitoring in place to track media mentions for the University. Media monitoring does not include personal or professional social media accounts for faculty and staff. Recommendations for managing your online presence include:

1. Create a separate professional social media account to promote research and initiatives, conference participation, and media stories. Do not link your professional account to your personal/private account. Consider using an alternative email address.
2. Review the various social media platform’s term of service. As a public institution, it is important to recognize free speech in the context of social media. Comments that do not meet University values can be hidden if the platform provides that functionality but cannot be deleted. Review each platform’s terms of service to determine if this capability exists or if a comment can be reported for removal.

Posts and comments made on personal and professional social media accounts not approved and/or managed by UMSSW Marketing and Communications or UMB OCPA are considered media activity conducted in personal capacity.

1. Faculty and staff engaging in media activity for personal reasons outside of the scope of job duties or without approval and/or coordination from UMSSW Marketing and Communications or UMB OCPA.
2. Posts and comments on personal and professional social media accounts not approved and/or managed by UMSSW or UMB OCPA.

Faculty and staff should emphasize that they are commenting in their personal capacity; while in some circumstances it is important to make the distinction, and in other circumstances (i.e. scholarly journals) a disclaimer is not warranted; faculty and staff should use good judgement about emphasizing that they are commenting in their personal capacity. 

Comments and/or remarks in the personal capacity of <INSERT NAME> do not represent the views of the University of Maryland School of Social Work or University of Maryland Baltimore.

1. UMSSW Media Guidelines and Procedures will be posted and made accessible on the Marketing and Communications Webpage on the University of Maryland School of Social Work Website.
2. New School of Social Work Faculty and Staff will receive a link to the UMSSW Media Guidelines and Procedures in orientation and onboarding materials.
3. UMB trademarks, logos and distinctive lettering are reserved for UMB official use. For media outreach conducted in the personal capacity of UMSSW faculty and staff that explicitly uses UMB trademarks, logos and distinctive lettering, UMSSW Marketing and Communications and/or UMB OCPA may request the media outlet to add disclaimer language or remove the story.

Visit the Marketing and Communications webpage for more information about Media Relations, Marketing and Branding Guidelines and Tools.

UMB Guidelines for Approved Social Media Accounts.

Additional marketing and communications guidelines can be found on the Office of Communications and Public Affairs website.

University System of Maryland Statement and Guidelines on Academic Freedom and Free Speech