4 |
4.1 |
The FAO Corporate Communication Policy and Strategy encourages staff to participate in discussion and debate in their fields of expertise as a way of enhancing both their own knowledge and the standing of the Organization as a centre of excellence. Rules and procedures pertaining to contributions to technical journals, participation in meetings and related matters should facilitate and encourage such activities, while providing mechanisms to safeguard the reputation of both the individual and the Organization for technical accuracy and quality.
4.2 |
Specialist journals, whether published in printed or electronic form, represent an essential way of participating in ongoing debates among peers. As an expression of its commitment to functioning as a centre of excellence, FAO encourages staff to contribute to such specialized media using the following procedure:
4.3 |
When necessary, technical officers may call on the specialized communication skills and resources of the information units for advice and assistance, for example in the conceptualization, structure, visual presentation and promotion of their information materials.
4.4 |
FAO should include individual or group credits in its own publications and should encourage staff members to attach their name, their affiliation with the Organization and the standard disclaimer (cited in para. 4.2) to material published outside FAO. Such a policy of duly crediting staff members for their work not only contributes to the quality of published work by heightening their sense of personal responsibility but also assists in the recruitment and retention of top-level individuals.
4.5 |
As with publications, participation in professional and technical meetings of peer groups strengthens both the capacity of staff and the perception of FAO as a centre of excellence. With the approval of their supervisors, officers are encouraged to attend and present papers at such meetings. By the same token, it is recognized that participation in meetings is a legitimate and important function.
4.6 |
FAO holds a vast repository of information, collected from its member countries to be stored, collated, analysed and disseminated for their benefit. Drawing on this wealth of information, FAO produces a wide variety of information materials intended for diverse audiences. In most cases, it is in the best interests of the Organization and its member countries to distribute these information materials as widely as possible. Therefore, copyright is applied primarily to protect the intellectual property of the Organization. The use of FAO's information, including the reproduction of material from its publications, is not only permitted but positively encouraged in the educational and non-profit sectors. In all cases, FAO must be cited as the source of the information.
4.7 |
The content and tone of media coverage frequently reflect the first contact a journalist makes with the Organization. If the response appears suspicious, defensive or ill-informed, the image of the Organization suffers. Under the Corporate Communication Policy and Strategy, technical experts are encouraged to respond to the media within the areas of their competence and to cultivate relations with specialist journalists as appropriate.
4.8 |
The Director-General is the spokesperson for the Organization on all matters of policy. He may, at his discretion, delegate this role to another senior staff member.
4.9 |
Media officers within the Information Division have the general responsibility for fostering good relations with the international and national press corps in Rome and other industrialized countries. A similar responsibility is entrusted to Regional Information Officers in their respective duty stations. All media and information officers pursue a proactive strategy aimed at enhancing the reputation of the Organization by securing the publication and broadcasting of stories on FAO's activities.
Media officers should be the first point of contact for all media inquiries. They are authorized to respond to routine inquiries and may be identified either as "an FAO spokesperson" or by name and title. Queries on sensitive issues are referred to the Director of the Information Division, who may, in turn, consult the Office of the Director-General.
4.10 |
In the case of technical inquiries, media officers at headquarters and in the regional offices identify appropriate technical officers and put them in direct contact with the journalist concerned. Subsequent contacts between journalists and technical officers do not require media officers as intermediaries, and technical staff are encouraged to become regular expert sources of information for journalists. However, the Information Division as well as the individual's Division Director should be kept informed of such contacts.
Direct contact between journalists and technical officers can include the simple supply of information as well as on-the-record interviews (including radio and television). In all cases, officers should be careful to confine themselves to their area of knowledge and expertise and avoid comment on broader political issues. (The booklet entitled The Media Interview prepared by the Information Division, gives clear guidance and advice in this area.) If in doubt, technical officers should consult the Information Division.
If technical officers receive new queries directly, they should respond within their area of expertise and knowledge. If the inquiry goes beyond this, they should refer the caller to a media officer. In all cases, they should inform the Information Division and their Division Director.
4.11 |
FAO technical staff who are based or travelling in the field should observe the same procedures as staff at headquarters and confine their discussions with the media to their particular areas of knowledge and expertise. At the same time, they should bear in mind the need to secure the widest possible dissemination of information about FAO's field projects and programmes.
Resident FAO Representatives in FAO Regional, Subregional and Country Offices are encouraged to promote the image of the Organization in their areas of responsibility by fostering good relations with the media and providing as much information as possible about FAO's activities. (The booklet entitled Media Guide for FAO Representatives prepared by the Information Division, gives clear guidance and advice in this area.)
