Procedures for Publicity and Other Services
Marketing and Communications Services from all departments/ individuals,
excluding President's Office and Foundation, will be done via an online
request form or email. Only a select group of individuals will have
access to this form, including Division Chairs, Deans, Directors,
Vice-Presidents, the President and their respective assistants. This
channels requests through the appropriate leader in individual
will be evaluated based on Marketing and Communications objectives,
source of request, Marketing and Communications workload and budget for
Many forms of promotion are available, including news releases, media
interviews, public service announcements, publications and public
outreach efforts (e.g. Mid-State Fair).
All media have the option to use or not use the information sent to
them. Both print and broadcast journalists use seven major criteria to
judge the newsworthiness of a story: impact, timeliness, prominence,
proximity, uniqueness, conflict, and currency. Paid advertising is
the only guaranteed way to promote your program or event exactly when
and where you prefer.
News releases concerning College programs, events and key personnel
appointments are prepared by the Marketing and Communications Office and
are distributed using e-mail and regular mail to area newspapers, radio
and TV stations and specialized publications. News releases are also
posted on the Marketing and Communications section of the Cuesta
website, located at: http://academic.cuesta.edu/pim/pr/index.htm.
To publicize your event, send the information (who, what, where, when,
and why) to the Marketing and Communications Office. Printed materials
describing more detailed event information, such as biographies for
guest performers or lecturers, are also useful in preparing news
releases. Photographs will help promote your event; however, most media
will not return them.
Ideally, information should reach us at least two weeks in advance of an
event. For optimal coverage, however, you should provide information six
to eight weeks prior to the event so Marketing and Communications staff
can submit that information to monthly publications, including the local
visitors guides, statewide magazines, and national publications.
For News Releases:
Point of Contact
Jill Beck 546-3108
How to Request:
|Online Request Form; or e-mail to Jill Beckt form
requests must be approved by the respective VPs, Deans, Directors
and Division Chairs.
|| At least two weeks prior to
event, but not more than one month.
Download Work Request Form
Events Calendar Procedure
The Marketing and Communications Office compiles and maintains a
calendar only for campus events that are open to the public.
The events calendar is posted on the Cuesta College web site for access by the media and
public, at http://academic.cuesta.edu/pim/calendar/index.htm.
For the calendar:
Advertising is defined as any communication for which the College pays.
The College uses print, radio and television advertising to inform the
public of Cuesta College's programs and services. All advertising is
coordinated through the Marketing and Communications Office to ensure
Information must be sent to the Marketing and Communications Office for
design, placement, and approval. The office requesting advertising is
responsible for funding their respective ads. Advertising deadlines
can be several weeks ahead of publication dates, so planning ahead is
Point of Contact:
Gunsaulus, (546-3153) firstname.lastname@example.org
At least two weeks prior to
first desired advertising date, no more than 1 month
How To Request:
If you have an event that is visually attention-grabbing, i.e.,
interesting people doing active things, we can offer a photo
opportunity. Such an event often makes a good photo in the newspapers or
a good visual for the TV cameras. Photography editors are looking for
photos that are interesting, informative, and entertaining.
For Photo Services:
How To Request:
Download Work Request Form
The Marketing and Communications Office is responsible for the quality
and production of College publications. The goal of the publication
policy is to establish consistency and accuracy and to provide a
positive identity for Cuesta College.
The Marketing and Communications Office reviews the content, design,
purpose, budgetary considerations, and printing format of College
Any printed piece that is intended for distribution off campus to a mass
audience must be coordinated through the Marketing and Communications
Definition: College publications are those materials that use the College name or
logo, are distributed off campus, and/or are paid for with College
funds. Examples include the College catalog, class schedules,
brochures, flyers, invitations, and more. This does not include
student publications, letters, memoranda, or other personally signed
Production: Call the Marketing and Communications Office early in the planning
stages of your publication to arrange a meeting. Allow sufficient time
for writing, editing, typesetting, designing, bidding, and printing of
Be prepared to discuss the intended audience for your publication, your
deadline, your budgeted amount, and your plans for distributing the
Here's what is involved:
While the complexity of jobs varies, most publications require two to
six weeks from the time the Marketing and Communications Office receives
the original copy until printed copies are delivered.
Planning, editing, designing, and typesetting are provided free by the
Marketing and Communications Office. However, printing costs, binding,
and other production services must be paid by the office originating the
publication. For publications that must be printed off-campus, we must
have your purchase order number before the publication can be delivered
to the printer.
The office or department initiating a printed piece is responsible for
providing the original content of the publication. The Marketing and
Communications Office will edit a draft copy for correctness of style,
or you may bring in a rough outline and we will produce a copy for your
review. Please proofread the copy carefully, as major changes made
after the publication is in production are costly and cause delays.
Approval: Final approval of
information rests with the department or office initiating the request.
Schedule: Major publications
(catalog, class schedules, etc.) have first priority. As a rule,
departmental publications are logged onto the production schedule on a
first-come, first-served basis. Items already on the schedule have
priority over rush jobs.
College Name The official name of the college is Cuesta College. (Not Cuesta Community College or other variations)
Cuesta College school colors are identified using the
Pantone Matching System (PMS). Our PMS colors are Pantone 348C and
logo must appear on every official college document.
For more information or to download print and
electronic versions of the college logo go to:
For Publications and logos:
Point of Contact:
Lana Rauch (546-3923), email@example.com
contact Stephen when you start planning your publication for a
complete set of guidelines (logo, text, photos) and to set up a
material must have the approval of the VP that supervises the
respective area. All print material must be approved by Marketing and Communications before going to press.
Press Inquiries Procedures
Superintendent/President and/or the Vice Presidents are the official
spokespersons for the
college. The Public Information and Marketing Office will serve as the
initial contact point for all press inquiries.
In most cases,
a reporter who is writing a story or wants specific information on a
particular topic will need to speak to the appropriate faculty or staff
member. In these cases, Marketing and
Communications will refer the reporter to the appropriate dean who in
turn will decide whom within his/her department is best to answer the
In other cases,
a reporter may contact a member of the staff or faculty directly. In
these cases, please notify the Marketing and
Communications Office with the name of the media and the reporter along
with the nature of the inquiry.
circumstances should staff and faculty members initiate contacts with the press
without the prior approval of the Superintendent/Presidents Office of
Cuesta College and Marketing and
If a reporter from a newspaper, radio, or television station calls and
asks you to comment on a breaking story, here are some things to
You are never "off the record." Whatever you say is important information to a reporter and he/she can
and will use it.
don't have to talk to them, but don't say, "No comment," as this
can be interpreted to mean you know something but won't tell them.
Instead, say something like, "I don't have enough information to talk
about that issue" or words to that effect. You can refer them to the
Marketing and Communications staff and then let us know who called and
what they wanted.
You don't have to talk to them at that moment. You may say, "I can't address that issue right now, but I will call you
back." Be sure to take down the name, media station and phone number of
the caller. Think about what you want to say. It's helpful to write
down a few key words or phrases to remind you of your points. Then call
the reporter back. Respect that reporters really are on deadline. If
you respond too late, the reporter will have found another source or
talk to a reporter, just answer the question directly. Don't go
on and on, even if the reporter pauses. This can be a technique to get
you to say more than what is necessary. It is not a good idea to
respond to hypothetical questions. Don't simply agree with a reporter's
statement, unless it is entirely true. Don't let reporters put words in
your mouth. Give your own answer clearly.
Don't be surprised if the story doesn't come out as you intended. Reporters are supposed
to produce a balanced story and will look for someone who will say the
opposite of what you say. This is not intended to make you look inaccurate. It is intended to be fair reporting.
crisis is not limited to major catastrophes such as a death or
environmental hazard. A crisis is a situation which requires
immediate and coordinated action.
It also is a situation which has a significant impact on the operation
of the College or affects its image within the community.
At the direction of the Superintendent/President, a crisis team of key
personnel will handle the emergency, establish clear lines of
communication, and appoint a spokesperson who will handle all media
contacts and public statements.
Web Site Procedures
Direct questions about the web site to: