Vancouver Board of Parks and Recreation

POLICIES AND PROCEDURES

SUBJECT:

Media Relations

CATEGORY: Corporate Services

POLICY NO.

PURPOSE
The exchange of information between the Vancouver Park Board and news gathering
organizations provides a channel of communications to residents. Working effectively with the
media will result in better public awareness and understanding of Park Board issues and
challenges. This, in turn, facilitates informed discussion around and support for our programs,
services and policies.
SCOPE
All Park Board staff.
POLICY STATEMENTS
Importance of the Media
The Park Board acts cooperatively and responsively with news media pursuing stories in the
public interest. Media calls are given a high priority and are dealt with quickly at every level of
the organization.
Contacts and Spokespersons
To ensure the media is provided with current, accurate, appropriate, timely and consistent
information on the Park Board, media inquiries are referred to the Manager of Communications.
This helps coordinate media responses and properly designate who speaks on behalf of the
organization.
The lead media spokesperson of the Park Board is the Chair. In turn the Chair may choose to
designate another Commissioner or staff to speak on behalf of the Board. The Chair with advice
from the General Manager may delegate the role of spokesperson to Directors, Managers,
Communications staff or subject experts/program staff to provide factual and technical
information on specific issues. Staff do not speak on behalf of, express opinion or offer
interpretation of Park Board policy to the media.

ISSUED BY: A. Ho

APPROVED BY: SMT

DATE: July 2006

ISSUED BY:

APPROVED BY:

DATE:

PROCEDURES
Role of Communications Staff
Communications staff assists the Chair or designate to gather key messages and facts about the
issue, as well as determine the key details of the media request - including the reporter's name
and phone number, deadline, who they represent and their questions. Communications staff can
help in evaluating the communications impact of a story. A record is kept of all media inquiries,
responses and coverage. Emerging issues relevant to the Park Board are tracked in the media.
In addition to reactive media relations, Communications staff also work proactively with
reporters to seek and facilitate coverage of parks and recreation.
Role of Park Board Staff
If media show up or call employees at a work site, staff are to refer them to the Manager of
Communications or other Communications staff. Staff are to advise Communications of issues
which may be of interest to the media. For critical or sensitive issues, staff are to contact
Communications at the earliest opportunity. Communications staff, with input and direction
from the General Manager and senior management, then assess the media consequences, gather
information, coordinate key messaging in advance, and give Commissioners, management and
other staff a heads up on the situation.
REFERENCE
Media Relations AG-009-01

ISSUED BY: A. Ho

APPROVED BY: SMT

DATE: July 2006

ISSUED BY:

APPROVED BY:

DATE: