Policies in the workplace are of critical importance when dealing with accountability issues. They guide the actions of individuals, clarify the standards expected of employees and help to adopt a consistent and clear response from the workforce across the institution.
keep us all on the same page
Communication and
BRAND POLICIES
In this article we take a closer look at the newly revised communication and brand policies of the NWU.
Louis Jacobs, director for corporate communication, says the revised communication policy now combines four previously separate policies (on crisis communication, online publications, social media and the media policy). The result is a single, consolidated policy that is easier for staff and students to access.
What the policy covers
The media protocol as contained in the new policy covers processes and frameworks for optimal relationships with the media and the promotion of the NWU’s public image.
Louis says the crisis communication plan is a practical guide in the event of an occurrence that could cause significant disturbance in the university’s activities and potentially cause long-term damage.
“Adherence to the policy on social media platforms is applicable to all staff and students, because many transgressions occur and may lead to disciplinary action.”
He says the NWU recognises the importance and benefits of communicating through social media, which is a powerful vehicle for communicating news to the university community. However, the use of social media must comply with the NWU’s duty to protect and advance the values of the Constitution of the country.
Follow the guidelines
“The social media framework contains the minimum standards and guidelines that staff and students must follow when participating on social media platforms on behalf of the NWU. This is also applicable to private or individual social media accounts when you implicate the NWU,” Louis says.
“The policy also covers online publications and outlines the NWU’s presence on the internet in support of the core business of the university, while meeting the needs of its stakeholders. It also explains the roles and responsibilities of relevant role-players, as well as the role of information technology (IT) and Legal Services.”
What is a brand image?
Theo Cloete, director of marketing and student recruitment, says a brand image is the total impression of the university in an individual’s mind. The essence of the NWU brand position is conveyed in the following attributes:
- Academic excellence
- Social responsiveness
- Vibrant students
- Relevant graduates
- Values driven
A manual to guide you
The revised policy includes the interpretation and application of the brand, the image and reputation of the NWU through the implementation of a corporate identity manual.
This manual takes into account related objectives such as compliance to corporate identity regulations, visual language, photographic style and creative concepts that are very important for the good governance and efficient management and administration of the university. All of these must convey the brand attributes in all visual and written applications.
Theo says rules for the brand application, merchandising, student societies and residences, as well as co-branding, are also included in the policy.
Council approves revised policies
The NWU regularly revises its policies to adapt to changing needs and regulatory requirements. With this in mind the NWU’s Council approved eight revised policies at its meeting on 28 March:
- Revised policy on the promotion of academic staff
- Library and information services policy
- Admission requirements for all undergraduate programmes to be offered in 2019
- Code of conduct for Council members
- Constitution of the NWU Convocation
- Brand policy
- Communication policy
- Revised rules of the Institutional Forum
Theo Cloete, director for marketing and student recruitment.
Louis Jacobs, director for corporate communication
All these policies can be viewed here.