[Major revision–posted 8/14/25 (replaces 5/23/23 edition)]
[PDF Version]

 

Operating Policy and Procedure

OP 68.01: News Media and Public Relations Policy

DATE: August 14, 2025

PURPOSE: This Operating Policy/Procedure (OP) establishes the roles, responsibilities, and procedures for media relations, news dissemination, and crisis communications at Texas Tech University to ensure coordinated, professional, and brand-aligned external communications across all university entities.

REVIEW: This OP will be reviewed every two years after publication by Marketing & Communications with substantive revisions presented to the Vice President for Marketing & Communications and the President.

POLICY/PROCEDURE

Marketing & Communications is responsible for managing Texas Tech University’s media relations, news distribution, and crisis communications to maintain consistency, professionalism, and brand integrity. This policy applies to all Texas Tech colleges, schools, departments, offices, and units. It outlines procedures for media engagement, emergency communication, and requesting media support.

1.  General Media and Communications Policies

a.    News Releases and Media Advisories

(1)    Marketing & Communications is the sole entity authorized to distribute university-related news to media outlets.

(2)    Faculty and staff may draft initial news releases or media advisories but must collaborate with Marketing & Communications—either directly or through their college or unit communications lead. The lead will then coordinate with central Marketing & Communications for review, final approval, and distribution.

(3)    All news releases and media advisories must adhere to Associated Press style and journalistic standards.

b.    Media Interviews for Faculty and Staff

(1)    Faculty and staff may respond directly to media inquiries when speaking within their areas of academic or professional expertise. Prior to a scheduled interview, faculty and staff should notify Marketing & Communications, either directly or through their college or unit communications lead (who will then coordinate as needed with central Marketing & Communications). Central coordination supports consistent university messaging, provides media context, measures impact, identifies recurring themes, and can mitigate reputational risk. Marketing & Communications is available to coordinate media interviews on behalf of faculty and staff.

(2)    If a media inquiry appears likely to involve topics that are outside a faculty or staff member’s expertise, or may relate to a sensitive or ongoing institutional issue, they should contact Marketing & Communications—either directly or through their college or unit communications lead—before responding. If a college or unit communications lead is contacted first, they will coordinate with central Marketing & Communications on the next steps. Marketing & Communications will respond as promptly as possible, typically within two business days, unless additional coordination is needed due to the complexity or sensitivity of the issue.

(3)    With sufficient notice, Marketing & Communications can provide background information about a reporter or news organization or recent news regarding the interview topic to help prepare for the interview.

(4)    Administrators, faculty, and staff should NOT respond to inquiries that pertain to establishing the university’s official position on any matter. This is especially important during a campus emergency or crisis. To avoid the release of contradictory or out-of-date information during an emergency or crisis, individual offices should not field media calls or emails independently. All such inquiries should be forwarded to Marketing & Communications.

(5)    Faculty and staff must not disclose confidential information regarding students, employees, or the institution in accordance with FERPA (Family Educational Rights and Privacy Act) and other applicable privacy regulations.

2.  Emergency and Crisis Communications

a.    In emergency situations affecting health, safety, or the university’s reputation, Marketing & Communications will appoint an official university spokesperson.

b.    All media inquiries related to emergency or crisis situations must be directed to Marketing & Communications.

c.    Marketing & Communications is responsible for managing the university’s public image and ensuring consistent messaging during crises.

d.    During a crisis or highly public incident, colleges and departments must suspend regular social media activity. Only official university messages shared by Marketing & Communications should be amplified until the campus has resumed normal operations. This approach helps ensure a unified voice and prevents the dissemination of conflicting or inaccurate information.

3.  Requesting Media Assistance

Faculty and staff should request assistance from Marketing & Communications for the following:

a.    Drafting news releases and media advisories;

b.    Media training and interview preparation;

c.    Guidance on messaging for external communications; and

d.    Coordinating news conferences or media events.

Requests should be submitted to the Assistant Vice President for Marketing & Communications in advance to allow for appropriate planning and approval.

4.  Media Access to Campus

Texas Tech is a public university and welcomes media to campus. The following guidelines and practices should be followed:

a.    Reporters and news photographers do not need permission to be on campus or to take outdoor video and photographs of campus or building exteriors, but media should notify Marketing & Communications when they are on campus.

b.    Permission must be obtained to enter academic buildings, including classrooms, laboratories, and training areas as well as university housing.

c.    For certain occasions, parking spaces will be reserved by Marketing & Communications for working media to cover an event. Marketing & Communications will notify the media in advance when such accommodations are available.

5.  Vendor Endorsements and Case Studies

Texas Tech frequently receives inquiries from vendors seeking participation in “case studies” or similar initiatives designed to align their product with a satisfied university customer as a form of endorsement.

As a public institution, Texas Tech maintains a consistent policy of not endorsing products or services, whether purchased or received. This approach ensures neutrality in vendor relationships, prevents setting a precedent that could make it difficult to decline similar requests in the future, and protects the university from potential reputational risks. Should a vendor later face negative publicity, this policy ensures Texas Tech remains independent of any issues unrelated to our institution.

All university employees should be mindful of this stance when engaging with vendors and should refer any such requests to Marketing & Communications.

 

Note: The terms “should” and “must” are used intentionally throughout this policy to distinguish between expected best practices and required procedures. Faculty retain discretion in responding to media inquiries about their research or teaching within their areas of expertise.

OP Categories

• 01 Chancellor
• 02 Development
• 04 Audit Services
• 10 President
• 30 Academic and Student Affairs – General
• 32 Academic Policies – Faculty
• 34 Academic Policies – Students
• 36 Academic Programs
• 40 Institutional Compliance
• 48 Communication Services
• 52 Information Technology
• 60 Environmental Health and Safety
• 61 Facilities Management
• 62 Financial and Accounting
• 63 General Services
• 64 Graduate Programs (Faculty and Students)
• 65 Research Accounting
• 66 Libraries
• 67 Mail Services
• 68 Communications and Marketing
• 69 Payroll and Tax Services
• 70 Human Resources
• 72 Purchasing, Contracting, and Payables
• 73 Data Management
• 74 Research
• 75 Research Security
• 76 Security
• 77 Student Services and Registrar
• 78 Traffic and Parking
• 79 Travel
• 80 Vehicles