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Longwood University |
Policy
9403
OFFICIAL
LONGWOOD PUBLICATIONS
I. PURPOSE
The Longwood Office of Public Relations (PR), within the Division of University Advancement, is responsible for overseeing the production of all published materials that have a significant influence on the University. This responsibility includes electronic and print publications.
II. DEFINITIONS
A. Official Printed Primary Longwood Publications: documents that are targeted, distributed, or made available to the general public or specific external target constituencies that meet one or more of these criteria:
1. Publication is designed to enhance enrollment and/or endowment efforts either directly or indirectly as an individual communication or part of an overall, integrated marketing plan, e.g., admissions recruitment materials.
2. Publication carries a Longwood or subunit logo and/or name as the publishing entity.
3. Publication is produced by Longwood staff or faculty members using Longwood equipment.
4. Production costs are paid by university budgeted funds or funds from the Longwood Foundation; with the following exclusions:
a. Publications paid for and produced by students or student organizations not using front end budgeted SGA funds.b. Publications paid for using student activities funds, but serving a student journalistic function (e.g., The Rotunda). These areas are not required to follow style guidelines, but must follow state and university printing policies.
c. Publication paid for by grant and not carrying the university logo/name other than as an indication of the location of the publisher.
B. Official Longwood Web Pages: electronic documents available to the general public that:
1. carry a Longwood or subunit logo and/or name as the publishing entity.
2. are produced by persons acting in their capacities as Longwood
employees or using Longwood equipment; and provide important and up-to-date information relevant to the Longwood community.
III. POLICY
A. Printed Publications: All printed official primary Longwood publications prepared for external distribution must meet certain standards regarding editorial and graphic style, and consistency with the Institution's image as defined and directed by the official Longwood Graphic Identity and Style Manual adopted as part of the Longwood Identity Program and comprehensive integrated marketing and communications plan in 1999. The creation of all official primary publications must be approved through the PR Office as well as by the division in which the publication originates. The PR Office offers guidance and services to aid departments and offices in the preparation of such primary, marketing-oriented publications.
1. Responsibilities:
a. Office of Public Relations: The PR Office is responsible for approving the editorial content and appearance of primary, marketing-oriented materials as far as standards of quality, composition, consistency and propriety are concerned. In general, the office follows the guidelines of the official Longwood Graphic Identity and Style Manual.
The PR Office provides professional, editorial and graphic design services and the technological expertise necessary to disseminate Longwood promotional publications effectively and efficiently.
In keeping with the overall marketing and communications plan, the emphasis is on those publications intended for external distribution.
b. Longwood Magazine Editorial Board: The PR Office produces Longwood magazine twice a year (Fall/Spring). Longwood is the premier, full-color, glossy publication of the University that is targeted to alumni, donors, parents, legislators, corporate/community leaders and other constituencies.
The Longwood Magazine Editorial Board is comprised of staff and faculty members representative of the Longwood community. The board meets periodically to discuss story budgets and also provides editorial guidance and story/feature ideas. The eleven (11) member board is chaired by the Director of Public Relations who makes new appointments with the approval of the Vice President for University Advancement and the President.c. Printing Procedures and Procurement: The PR Office will utilize on-campus printing services for print jobs that meet the specifications and capabilities of available equipment. The Director of Publications will provide job orders, specifications, and camera-ready artwork to the Printing Services Department in accordance with procedures established by the department. For primary, marketing-oriented publications that are created by the PR Office, the Director of Publications and/or Director of Public Relations, will make the final determination on whether production should utilize off-campus printing resources. Such off-campus print jobs will usually entail four (4), five (5), six (6) or more color processing and include technical specifications and processes such as embossing or foil-stamping that are beyond the limitations of on-campus equipment. The Director of Publications within the PR Office is responsible for procuring off-campus printing and will supervise and coordinate final production with the chosen vendor. The Director maintains a list of approved resources with which the institution has had successful relationships.
All primary, marketing-oriented publications should be reviewed by the PR Office or Printing Services prior to printing. No Longwood department may purchase graphic design, typesetting or printing services from off-campus vendors without the approval of the Director of Publications or Printing Services.Whenever possible, on-campus printing of materials for Longwood offices should be done in a single color ink. On-campus printing projects requiring multiple ink colors must be approved by the PR Office via the Printing Services Department. Any Longwood-printed publication produced in more than two (2) colors of ink must receive special approval from the PR Office.
When departments produce newsletters, brochures or other printed materials, the final design and format of such publications may be subject to review by the Printing Services Department and/or the PR Office. All official Longwood publications must adhere to the standards established by the Longwood Graphic
Identity Style Manual.Preparation of primary marketing materials intended for external distribution is overseen and, in many cases, prepared by the PR Office. The originating department is responsible for proofreading copy prepared by the PR Office and marking errors for corrections. A final proof of the project must be signed by a representative of the originating department before any actual printing can be done.
The desktop publishing of newsletters or brochures by Longwood departments for off-campus distribution without prior approval from the PR Office and Printing Services is prohibited.
Paid advertising concerning departmental events and activities must be approved by a dean or division head or his/her designee. Paid advertising on behalf of the University as an entity must be authorized by the PR Office.
d. Photography: The PR Office provides photographic images for official university publications, media relations, and other public relations uses. PR maintains the University's photography library and ensures that a broad base of high-quality images in various formats is on file. PR will contract with professional photographers for special projects and primary publications as the need arises. In-house photographic services are photojournalistic or marketing-oriented, generating images that can be used in marketing and communication efforts.
e. Official Letterhead, Envelopes, Business Cards: Letterhead, envelopes, and business cards utilize approved graphics and Longwood identity symbols as outlined in the Graphic Identity and Style Manual. Letterhead and envelopes allow for departmentalized identification and business cards are, by nature, personalized. All items should be ordered through the Printing Services Department.
f. Longwood Identity Program: As part of the institution's long-range Strategic Plan, Longwood adopted an official identity program in 1999. The purpose of the identity program, as outlined in the official Graphic Identity and Style Manual, is to project a professional, consistent, and cohesive image for the University.
The Longwood Seal is reserved for use in official Longwood documents such as degrees, legal documents, proposals to the Commonwealth, commencement programs, formal invitations, and other limited uses. The Rotunda Symbol and/or Longwood logotype is used on official Longwood stationery, advertising, publications, and signs. These symbols are not to be used on anything other than official university publications and materials. For usage guidelines and specifications, see the Graphic Identity and Style Manual or visit the online version at: http://web.lwc.edu/news/stylemanual/
B. Web Publications: Official web pages residing on the Longwood web servers provide public information about Longwood programs, departments, offices and organizations. The PR Office is responsible for the primary marketing-oriented pages which comprise the main entry portals on the homepage and additional launch pages of primary importance, e.g., Academics. These pages are created and implemented by the Web Specialist in the PR Office and are subject to approval by the Longwood Web Committee. Creation and development of secondary pages, such as departmental or administrative pages, are the responsibility of the department, but must be submitted to the Web Committee for approval prior to online posting. The Web Specialist in the PR Office is available for consultation or guidance. Personal pages, such as faculty pages, are the responsibility of the individual.
1. Web Committee: The Longwood Web Committee is responsible for providing general direction for web publishing policy and guidelines. The Web Committee is co-chaired by representatives from Information and Instructional Technology Services and Public Relations and includes staff and faculty members representative of the University as a whole.
2. Web Publishers: Information publishers are recognized representatives of Longwood programs, departments, offices or organizations who create and maintain web pages relevant to Longwood on the Univeristy's web servers. Publishers are responsible for the content and appearance of their pages in entirety and are expected to maintain pages that are of high quality and that are educational in nature and appropriate to Longwood. Publishers are further expected to test and maintain references to other documents as well as to update and revise information as needed to ensure accuracy and timeliness. Information publishers must comply with copyright, libel, slander, and obscenity laws, and must also maintain confidentiality of private information including student and employee personal data.It is the responsibility of the unit head to ensure that information contained on the
department's web page is current and accurate. The University reserves the right
to remove material, or links to material that violates state, U.S., or international
laws, or specific Longwood policies.3. Policies: Use of the Longwood network, including www.longwood.edu, is permitted for activities supporting the mission of the institution. All web page publishers are expected to comply with all Longwood policies and rules, as well as with international, U.S., and state laws governing computer use. All publishers must comply also with the institution's statement of appropriate use of information technology resources.
All official as well as unofficial web pages published by Longwood employees and students must comply with U.S. and international copyright policies (see U.S. copyright policy at http://lcweb.loc.gov/copyright/).
All official as well as unofficial web pages published by Longwood employees and students must comply with Commonwealth of Virginia and U.S. policies regarding obscenity. (see http://www4.law.cornell.edu/uscode/18/1465.htmlAny use of the web servers for commercial purposes outside of approved Longwood purposes is prohibited. No information publisher may derive personal profit from web page activities on the web servers, and banners or other advertisements posted in exchange for a fee are prohibited. Commercial products and services, that are related to Longwood, may be advertised on the University's official web server provided that royalties from the program directly support the mission of the institution. All such commercial information must be approved in advance by the Web Committee. No use of the web servers shall disrupt the use of the University's network for other users.
Revised and approved by the Board of Visitors, September 7, 2002.