Berkeley Lab’s reputation for scientific excellence and institutional integrity depends on careful interactions with the public and the news media. The Lab’s revised Media Interactions and External Communications Policy, in effect starting August 1, 2020, requires coordination of all Lab-related news media interactions with Strategic Communications (media@lbl.gov) or your organization’s communications team.
This policy aligns with the policies at the other national labs, and it formalizes how Lab PIs, staff, and communicators have already been successfully coordinating with each other, ensuring that the Lab is able to make timely and required notifications to DOE and Lab leadership.
Most important, coordination prior to an interview gives PIs and staff time to take advantage of the resources available from Strategic Communications, including media tips and training, researching outlets and topics, and cross-checking reporter queries with current issues. This can result in significantly better outcomes and ensure that you deliver the messages you intend.
Here are the most important features of the revised policy:
- Encourages Lab personnel to share scientific results and expertise.
- Requires employees to coordinate news media interactions with Strategic Communications, or with an organization communicator, who can in turn coordinate with us.
- Prohibits employees from publicly offering opinions on policy or budgetary matters as representatives of the Lab.
- Requires that employees who do publicly offer opinions on policy or budgetary matters clearly indicate that their views are their own and that they are not speaking on behalf of the Lab.
- Applies to Lab faculty scientists and Lab affiliates for Lab-related media interactions, with specific guidance.
- Places responsibility on Strategic Communications for managing all Lab-related interactions with the news media, in coordination with Lab leadership and area, user facility, and division leadership and communicators.
Watch for announcements about this revised policy, and for opportunities to learn more and hone your media skills, including a series of virtual office hours over the next month. And thank you for sharing the Lab’s scientific achievements in a way that strengthens our key stakeholder relationships. If you have questions, please contact Strategic Communications at media@lbl.gov.