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When Should An Institution Speak Proactively on an Issue

Pdf Summary

The document outlines a framework, inspired by practices at Augustana College, designed to guide institutions on when to proactively speak on public issues. Developed with input from CASE Commissions on Marketing, Communications, Alumni Relations, and Philanthropy, this framework aims to help institutions like colleges and universities determine the right circumstances under which to engage publicly, and the appropriate visibility for such engagement.

<strong>Framework Features:</strong>

1. <strong>Decision-Making Questions</strong>: The fundamentals of deciding to speak publically involve assessing if an issue aligns with the institution's mission, vision, values, or strategic plan. Additional considerations include whether a public statement will clarify institutional goals, if participation can be non-partisan, the availability of effective communication platforms, the timeliness of the statement, and awareness of others' voices on the topic.

2. <strong>Action Levels</strong>:
   - <strong>Lead (High)</strong>: Issues closely tied to the institution's mission or strategic priorities demand high visibility and leadership.
   - <strong>Engage (Medium)</strong>: The institution participates visibly, often with partners, based on the issue's priority and platform availability. 
   - <strong>Position (Low)</strong>: The institution maintains a position, sharing it selectively with key constituencies.
   - <strong>No Position</strong>: The institution opts out of public engagement, deferring to more suited entities.

3. <strong>Communication Strategy</strong>: The President and CEO often speak for lead or engage-level priorities, while lower-level issues may be delegated. It is crucial to pre-determine authorized spokespeople, generally the CEO, Board Chair, or senior communication leader unless delegated otherwise.

4. <strong>Proactive Preparation</strong>: The communication leader should manage a proactive issues list and prepare resources, ensuring timely responses.

5. <strong>Platforms</strong>: External communications may use media, blogs, and social posts, while internal communications can involve newsletters, intranet, and emails.

This structured approach helps institutions navigate public engagements strategically and consistently.

Keywords

public engagement

framework

Augustana College

decision-making

action levels

communication strategy

proactive preparation

platforms

institutional mission

strategic priorities