University-Wide Communication Guidance

Should I Coordinate This Communication?

As a quick rule of thumb, coordination is the right next step if the message affects how people feel, shapes institutional trust or perception, requires careful framing or context, or could become newsworthy. If you're unsure, try out our decision tree or consult with PR & Marketing.

Coordination Decision Tree   Contact PR & Marketing

Why This Is Important

• Consistency: Prevents conflicting or confusing messages across campus

• Credibility: Ensures accurate, complete, and trusted information

• Risk Management: Identifies reputational, legal, or safety concerns early

• Efficiency: Reduces rework, last-minute crises, and message fatigue

• Care for People: Supports empathetic communication during moments of uncertainty

What “Coordination” Means

Coordination should be liaised through a college's or division's Director of Communications when applicable. Their coordination with PR & Marketing may include:

• Strategic counsel on timing, tone, audience, and platform

• Message development or refinement

• Alignment across channels (email, web, social, mobile, media, digital platforms)

• Risk assessment and escalation guidance

• Review for clarity, consistency, and institutional context

It does not mean PR & Marketing owns every message. Units remain content experts and partners in communication. When there is uncertainty about whether a communication falls into these categories, early consultation with Public Relations & Marketing is requested and encouraged.

Communication Requiring Coordination Through PR/Marketing

Any communication that is institutionally sensitive and broadly distributed must be coordinated through Public Relations/Marketing, except for items noted under "Exempt Platforms." This includes, but is not limited to:

• Communications issued on behalf of the university, a division, or senior leadership

• Topics that may affect institutional trust, safety, compliance, or reputation

• Matters likely to generate concern, confusion, or public attention

• Messages involving organizational or leadership changes, financial or operational impacts, policy changes or enforcements and sensitive incidents or personnel issues.

Common Scenarios That Require Coordination

• A message feels urgent, sensitive, or uncomfortable to send.

• You are unsure who should receive the information or when.

• The topic could prompt questions from media or external audiences.

• The communication represents an institutional decision or position.

• Multiple units may communicate about the same issue.

Exempt Platforms
(Operational / Audience-Specific Tools)

Communications distributed through designated operational platforms are generally exempt from coordination when used for their intended purpose and audience, including:

Communication must be approved by division or college Communications Directors (or its senior leader) and deployed by an authorized user of university platforms or media channels.

Use of these platforms remains exempt unless the message addresses sensitive issues, significant institutional change, or content likely to affect trust, safety, compliance, or reputation.

If a message shifts from informational to interpretive - such as explaining impact, addressing concern, or responding to a sensitive situation - coordination is required.

When there is uncertainty about sensitivity, audience impact, or potential reaction, early consultation is requested and encouraged.

Communication That Does Not Require Coordination

Some campus-wide communication is operational or informational in nature and does not require routing through PR/Marketing, provided it does not involve sensitive issues, reputational risk, or significant institutional change.

These typically include:

• Routine operational or administrative messages (e.g., system availability, process reminders, deadlines)

• Standard event announcements or calendar notices

• Logistical updates that are time-bound and informational

• Transactional messages that do not require narrative framing or interpretation

• Course-related or instructional messaging

• Emergency notifications governed by existing protocols

Decision Tree

Rule of Thumb

Coordination is the right next step if the message:

• Affects how people feel

• Shapes institutional trust or perception

• Requires careful framing or context

• Could become newsworthy