Negative publicity can have bad consequences for a nonprofit organization; sometimes it will threaten the organization's funding, and occasionally it will threaten the organization's very existence. Display of an organization's logo in a questionable setting, unauthorized comments to the press, thoughtless "humor," or remarks made while "off duty"-all of these can be sources of trouble. So nonprofits both large and small should have formal guidelines in place concerning their standards for communications with the public.
These communication guidelines should be part of the "ethical guidelines" that an organization shares with employees, consultants, volunteers and Board members. They need to be reviewed at least annually, as standards of public conduct, as well as legal and regulatory standards, do evolve. And they should be part of an annual training session to update all covered individuals.
Any organization would do well to monitor the subject matter and content of its communications, applying the standard: "How would this look on the front page of our local paper?" It's well to bear in mind that presenting a statement with a smile or a wink does not "sanitize" it-there is no safe harbor for jokes. Equally, there is no safe harbor for friends: even at the table in the company lunch room, no improper language or communication should be tolerated. With the current proliferation of audio recording devices and video cameras in everyone's phone, it's wise to assume that any discussion of an organization's clients, or operations, or strategies may not stay private very long.
Only a trained person designated by the organization to speak to the media should be doing so. Communications should be carefully written and reviewed by senior management before they are issued. In setting up and reviewing policies, it's helpful to have input from consultants, an HR attorney, and a team of the organization's own staff.
If you have any questions about this subject, contact Sue Joseph at 856-722-5300 ext. 513.
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