MEDIA

PROTOCOL
MANUAL
PROTOCOL FOR MEDIA CHANNELS AND
JOURNALISTS

A primary responsibility of the Office of Marketing and Communications, Lahore University

of Management Sciences (LUMS) is to develop and nurture relationships with local,
regional, national and international media outlets. Below is an updated media protocol for
the institution. This protocol is intended to define the approved channels and processes
for delivering information, news and public relations materials to the media and other
external audiences.

The following protocols are intended to proactively facilitate the effective dissemination of
news and information to the external community and media in a consistent and cohesive
manner.

Likewise, the Lahore University of Management Sciences has an obligation to permit

members of the mainstream news media reasonable access to campus premises. However,
the University also has the right to regulate access according to given circumstances or
given situations in a way that the University’s educational, research and related functions
are not affected and the safety and well-being of the LUMS community and visitors on
campus is not compromised. The University also has the responsibility to protect the
privacy of the LUMS community members for whom the campus represents their place of
residence.

The following are the guidelines for allowing and/or restricting representatives of the
mainstream news media into the facilities of LUMS.

In specific situations, decisions about access to a facility may be made by representatives of

the Office of Marketing and Communications and General Administration and Services
(GAS) or other senior administrators as appropriate.

Please refer to this manual for media protocol guidelines. When in doubt, you are encour-
aged to seek guidance from these offices.

MEDIA PROTOCOL MANUAL | 01

 Security Clearance
In the wake of an event, complete event and visitor details will be shared with the Office
of Vigilance. A confirmed media list, including print and electronic members, will be
shared with this office 48 hours prior to the event. Specific media personnel details i.e.
reporter’s name, ID, etc. will be shared 24 hours prior to the event.

In case of a last minute media personnel confirmation, Marketing and Communications

will share an immediate written approval with Vigilance. Where a client is requesting
this media clearance i.e. School and/or administrative office, immediate approval will be
sought from Marketing and Communications in writing. The media will be cleared by
Vigilance only upon a written approval by Marketing and Communications, either to the
client or to Vigilance directly on behalf of the client.

All media personnel granted clearance to LUMS via email by Marketing and
Communications will carry their CNIC and official media cards upon arrival. Upon
inspection and confirmation, Vigilance will allow entry to the campus.

Accredited Media Members

LUMS PR agency will share a list of senior reporters/journalists from all tier 1 media
houses (print and electronic), who will be granted approval for permanent access to
LUMS by Marketing and Communications. This list will be shared with GAS/Vigilance
who will issue permanent campus access cards to each of these accredited media
personnel. The cards will be issued within 48 hours of sharing the name(s). These will be
photo bearing LUMS ID Cards that will allow campus entry between 8:30 am to 5:00 pm
on working days. For access beyond working hours or on weekends, a clearance email
will be shared with Vigilance by Marketing and Communications 24 hours prior to
requested access.

The University’s campus is a restricted area and its facilities are not open to the general
public; accredited media members will have access to LUMS as approved by Marketing
and Communications and shared with Vigilance. All residential areas will remain out of
bound at all times, unless approved by Marketing and Communications in consultation
with the Vice Chancellor’s and/or the Chief Operating Officer’s office(s).

Accredited media list will be shared with Marketing and Communications and hence,
with Vigilance every month, in the wake of any changes to this list. If changes are more

02 | MEDIA PROTOCOL MANUAL

 frequent, the list will be updated and shared with Marketing and Communications and
hence, with Vigilance each time. Each new member will be issued campus access cards
within 48 hours of sharing of name(s).

All Marketing and Communications’ retainer agencies will have permanent access to
LUMS. Designated members from the agency will be identified by Marketing and Com-
munications and shared with Vigilance who will issue them cards for permanent
campus access. This access will be valid between 08:30 am to 5:00 pm on working days.
For access beyond work hours and on weekends, Marketing and Communications will
inform Vigilance 24 hours prior to the requested access.

Each designated agency member is required to carry these access cards every time
he/she visits LUMS. These cards will be valid only while the contracts with LUMS are
active and the designated members are employees of the retainer agency. In case any of
these conditions expire, the access cards will expire with immediate effect.

On-Campus Parking
Each media or retainer agency member, confirmed by Marketing and Communications
to Vigilance, will be smoothly admitted and facilitated with proper on-campus parking
as per LUMS policy. These members will be guided to their target venue and ensured by
Vigilance that they reach their destination for that day/event coverage.

In the wake of dedicated parking needed by any media or retainer agency member at
any time, special approval will be sought in writing by Marketing and Communications
from Vigilance within 48 hours prior to arrival. Parking will be provided once Vigilance
grants a formal approval.

MEDIA PROTOCOL MANUAL | 03

 Live Coverage
Live coverage is allowed at LUMS only for specific and critical events. These include:

Convocation

Orientation Week

Annual Alumni Homecoming

LUMS Open Days

Specific events as approved by the Vice Chancellor, Chief Operating Officer and/or
Deans’ offices in writing

In the wake of a live coverage, a confirmed medial list will be shared with Vigilance 48
hours prior to the event. Specific crew/team details, including name, ID etc., and vehicle
details will be shared 24 hours prior to the event.

A dedicated route and parking closed to event venue will be provided to live coverage
media vehicles approved by Marketing and Communications. This route and parking
space will be agreed and approved between Marketing and Communications and
Vigilance 48 hours prior to the event and shared with the LUMS PR agency 24 hours prior
to the event. Vigilance will ensure that these vehicles remain within their designated
access through the course of the event and leave campus once their live coverage will be
completed. Any live coverage team and vehicle accessing campus beyond the
designated access will be immediately held by Vigilance and reported to Marketing &
Communication. Marketing & Communications will deal with the situation at run time
accordingly and report the matter to its PR agency for corresponding action.

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Media Access to Campus
Approved and accredited media members and approved members of the retainer
agency will only have access to LUMS as marked and approved by Marketing and
Communications and also shared with Vigilance. All residential areas will remain out of
bound at all times, unless approved by Marketing and Communications in consultation
with the VC and/or COO offices(s).

Each confirmed media member will be received and welcomed at the event venue by a
designated Marketing and Communications member and LUMS PR agency member.
Both will guide these members to the exact media location and facilitate them in the
set-up.

For all signature events at LUMS e.g. Graduate Night, Convocation, Alumni Homecoming
etc., a dedicated media space will be allocated at the event venue. This space will be
agreed and approved between Marketing and Communications and Vigilance 48 hours
prior to the event. This media ground plan will also be shared with the PR agency 24
hours prior to the event.

All approved/accredited media members will leave campus immediately following the
end of an event. The designated Marketing and Communications member and LUMS PR
agency member will ensure their smooth and timely exit.

Scope of Coverage and Engagement with

LUMS Community
Each media house will approach LUMS through the LUMS PR agency for any coverage
and/or news/comments/views/testimonials. They will be granted access by Marketing
and Communications through a formal approval.

Spokespeople: Only the University’s Vice Chancellor and the University’s Official
Spokesperson are authorized to communicate officially in public or to media on behalf
of LUMS.

Each media person, approved and/or accredited, will seek a formal approval from
Marketing and Communications through the LUMS PR agency while approaching any
member of the LUMS community for their views, comments, testimonials, interviews
etc; general or specific. The media cannot approach any community member directly.
Members of the LUMS community are also encouraged to engage with media through
Marketing and Communications and not directly.

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 In case of a direct communication between any media house and a LUMS community
member without the involvement of Marketing and Communications and the LUMS PR
agency, LUMS will bear no responsibility or connection to the view of that member and
will hold no obligation to them in verbal or written form. These would be considered as
the member’s own views and opinions.

LUMS News and Happenings

The Office of Marketing and Communications is the only office on campus permitted to
distribute news releases through the PR agency about news and happenings on behalf
of Lahore University of Management Sciences. By directing all communications to
media through this department, the University will maintain a professional, journalistic
communication style and ensure materials are reviewed for a consistent, appropriate
public image for the institution.

Release approval will be made based on the following:

a. Is the release keeping within the University’s mission;

b. Is the release appropriate to appeal to the news media or other intended

audiences;

c. Will the release help to meet University branding, communications, and marketing
goals;

d. Will the release produce the desired results?

Official statements by LUMS will go to media only through Marketing and

Communications via formal communication or directly by the Vice Chancellor or the
LUMS spokesperson with the approval and involvement of Marketing and
Communications.

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LUMS PR Agency
All media communication at LUMS will be routed and regulated through Marketing
and Communications and through the LUMS PR agency. Any direct communication
between a media house and a member of the LUMS community will be considered
unofficial and personal for which LUMS will bear no responsibility or ownership.
LUMS PR agency is the official media agency authorized by LUMS Marketing and
Communications to represent LUMS for all electronic, print and online media.
While the PR agency has an active contract with LUMS, all media communication
between LUMS and the media will be routed and regulated through the PR agency.
Any direct communication or engagement will not be allowed, unless in exceptional
circumstances and with the approval of the VC and COO offices, while keeping the
PR agency informed.
For all major media coverage on-campus, designated members of the LUMS PR
agency will be present on-campus, along with Marketing and Communications
members, to welcome, manage and see-out the approved and/or accredited media
members as per protocol.

These SOPs are non-exhaustive, and additional guidelines may be established as and
when necessary according to the general principles noted above.

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Contact Information
Office of Marketing and Communications
Email: marketingandcomms@lums.edu.pk

Minhal Sheikh
Minhal.sheikh@lums.edu.pk
0322-4989577

Mahwish Ijaz
mahwish.ijaz@lums.edu.pk
0323-4845949