Standard Ten
PUBLIC D ISCLOSURE
The University of Rhode Island presents itself to students and other members of the interested public through various print and electronic communications vehicles and official documents and publications. The communications, publications and marketing efforts of the University rest predominantly with the Division of University Advancement, the Office of Admissions, and the Athletics Department. Much progress has been made in recent years in coordinating the efforts of these offices to maintain consistency of message and accuracy of information.
The University has published notices in a variety of appropriate publications regarding the comprehensive evaluation for continued accreditation being conducted by the Commission. These notices invite public comment relevant to the University's qualifications for accreditation in accordance with the Commission's Policy and Procedures for Third Party Comment.
Description
Communications. The Department of Communications/News Bureau is responsible for communicating to the general public, primarily through the news media, about developments, achievements, programs, initiatives and accomplishments of faculty, staff and students. It generates the majority of the publicity about the University. The department also deals with the press during University crisis situations and works with campus and local police departments in the reporting of crimes and crime statistics.
As a land-grant institution, the University is accountable to the citizens of the state, who have a right to know how their tax dollars are spent. Most written communications within the University are in the public domain and must be shared with the public and news organizations upon request. However, state and federal laws balance the public's right to know with the student's or employee's right to privacy. The Director of Communications works closely with the University's General Counsel to ensure that balance.
The University abides by the requirements of the Crime Awareness and Campus Security Act of 1990 by compiling, publishing and distributing an annual report of serious crimes that occur at the University's four campuses. Materials including the brochure--Working in Partnership for a Safe Community --are updated annually and provided to students, faculty, staff and potential students.
The University's education and awareness efforts encourage the reporting of all incidents and any suspicious activity to the proper authorities. These authorities could include the Police and Security Department, Housing and Residential Life, and Student Life. These departments share incident information on a regular basis. Decisions as to the timely notification of incidents to the community are made through information flashes, security alerts, voice mail messages, and when appropriate, through media outlets.
The department issues a "What's News" brochure to the campus community which serves as a guide for working with the media and explains how each community member's personal contacts with the public and the media help to shape the images and form the opinions that people have about the institution.
The department also acts as the clearinghouse for calls and requests for information about the University as a whole. It produces a monthly publication, The University Pacer, distributes more than 260 press releases to the media annually, assists in developing advertising copy, and writes articles for the Alumni Association quarterly magazine, QUAD ANGLES.
The department works collaboratively with the academic colleges, Student Life personnel, Admissions and Athletics in disseminating information about the institution. The activities of the department represent a solid, centralized approach to publicity and promotion of the University.
The College of Continuing Education (CCE), located at the Providence Center; Cooperative Extension, through the College of Resource Development; and the RI Sea Grant Program all release news announcements independently. CCE also uses the services of an outside advertising agency for marketing, advertising and publications needs.
Some departments and colleges independently produce materials that are sent to alumni and other key constituents. For example, six of the academic colleges produce newsletters that are sent directly to the college alumni without centralized review.
Publications. The responsibility for publications production for the University is shared by the individual colleges, academic and administrative departments, Student Services, and the University Publications Office which produces between 300 and 400 publications yearly. In 1995-1996, the bulk of publications produced (63% of 335 publications) were for departments in the Division of University Advancement (Alumni, Communications, Development, External Affairs, Information Services, and Programming). Undergraduate Admissions (10%) and the URI Foundation (9%) were also major clients of the Publications Office in 1995-1996, with individual colleges, academic and administrative departments, and student services comprising the remaining client base (18%).
Major University publications currently produced by the University Publications Office, their frequency of publication and the department for which they were produced include:
|
Publication Title |
Revision Cycle |
Department |
|---|---|---|
|
|
|
|
|
€ Undergraduate/Graduate Catalog |
1 year |
Undergraduate Admissions |
|
€ General Information Bulletin |
1 year |
Undergraduate Admissions |
|
€ Student "Search" Brochure |
2 years |
Undergraduate Admissions |
|
€ Graduate Application Packet |
1 year |
Graduate Admissions |
|
€ GSO Curriculum Announcement |
1 year |
Graduate School of Oceanography |
|
€ Commencement Materials |
1 year |
President's Office |
|
€ Orientation Materials |
1 year |
University College |
|
€ QUAD ANGLES alumni magazine |
4 per year |
Alumni Association |
|
€ Horizons tabloid |
3 per year |
URI Foundation |
|
€ Pacer tabloid (design only) |
10-12 per year |
Communications |
Materials produced by the University Publications Office for Undergraduate Admissions, the individual colleges, academic departments and student services are subject to systematic review by publications editors to ensure that the content is complete, accurate and clear in regard to academic programs and policies, admissions procedures, fees and services. Revisions to the descriptions of academic programs and offerings in the Bulletin are reviewed annually by an editor in the Publications Office in consultation with the Coordinator of the Faculty Senate to ensure the accuracy of all information. Individual academic units are responsible for maintaining appropriate documentation regarding the validity of information appearing in program brochures and publications.
In 1995-1996, the Graduate and Undergraduate Catalogs were combined into a single publication, the Bulletin of the University of Rhode Island , and placed on a two-year printing cycle (1995-1997) to save on printing costs. In the off year (1996-1997), theBulletin has been updated by the Publications Office and posted on the World Wide Web. Individual departments can print updates from the Web or request updated pages or sections from Publications and make copies at their own expense. In FY 1997-1998, the Bulletin will be returned to a one-year printing cycle.
The University's use of the World Wide Web has provided a new vehicle for public disclosure. Easy access to the World Wide Web has quickly resulted in a mass of electronic communications and publications posted by students, departments, colleges, faculty, administrators and staff.
Posting of the Bulletin and application forms on the World Wide Web has improved the University's ability to provide reasonable accommodations for persons with disabilities since they can be downloaded from the Web and processed through a voice synthesizer.
Marketing. The University's Centennial celebration and the first year of its capital campaign were guided by a comprehensive marketing effort. The response to that effort was overwhelmingly positive. Key constituents--including potential students, their parents, alumni, opinion leaders, legislators and the general public--learned much about the University and its programs. The University presented itself in a comprehensive, ongoing and meaningful way to its various publics.
The institution recently initiated a strategic plan and process which brings together University Advancement, Admissions and Athletics. The expectation is that the University will pursue specific advertising efforts as well as overall marketing on an annual and a systematic way. In spring 1997, the University began its first marketing study of primary target audiences to develop an overall marketing plan. The results of the survey will help shape the total marketing effort (including publications, advertising and media relations) over the next two years.
In the past year, efforts have been made to coordinate better the marketing message to prospective students within the constraints of a limited budget and resources. Some specific outcomes of this coordination include: mailing the monthly Pacer to guidance departments at URI's feeder high schools (between 800 and 1,400); mailing the fall issue of QUAD ANGLES, the quarterly alumni magazine, to the feeder high schools; and providing off prints of the Pacer for parents and prospective students at major recruitment activities such as Welcome Day and Meet the University programs.
Appraisal
Communications. In addition to serving as an effective clearinghouse for information about the University, the public relations efforts of the University's Department of Communications/News Bureau have enhanced the dissemination of accurate information to the public via the news media and other outlets.
Press releases, media "pitches" about University programs, people and events, and other news about the University are well received by the local, regional and even national news media. For example, the approximately 260 press releases that were researched, written and distributed by the News Bureau during a one-year period generated more than 3,600 print media placements and about 100 broadcast spots on radio and television.
To assess and improve the overall effectiveness of these efforts, last year the News Bureau conducted a comprehensive survey of news media in Rhode Island. Over a period of 18 months, between January 1995 and June 1996, more than 50 news editors and writers at all Rhode Island print and major broadcast outlets were visited and surveyed. The media had positive responses to both the survey and to the News Bureau staff. Those surveyed stated that the University consistently provides appropriate access to students, faculty and administration as well as the timely and accurate information needed for communication to the general public.
The University Pacer has also received responses from readers stating the importance and value of the publication and the information shared through this medium. In addition, the electronic communications vehicle called the "URINewsline" is also well received by the more than 500 students, faculty, staff and others who receive the regular e-mail postings of important news, calendar of events, and other University information.
Publications. While materials produced by the University Publications Office are subject to systematic review by publications editors, the responsibility for review and accuracy of the majority of college, departmental and student service brochures for the University's four campuses, at both the undergraduate and graduate levels, rests not with the Publications Office but with the individual colleges, departments and administrative offices and, therefore, are not subject to a systematic review.
This reflects a significant shift in resources and priorities of the Publications Office over the past six years. In 1990-1991, 92% of materials produced by the Publications Office were for individual colleges, academic and administrative departments, and student services. Several factors have contributed to the decreased centralization of publications production for these groups:
Since the publication of the Bulletin has been moved to a two-year printing cycle, requests for printed copies by prospective students continue to be filled by sending a copy that reflects the previous year's curricular requirements. Budget cuts have also affected the ability of some colleges and departments to produce desired and needed communications, like brochures, newsletters and informational advertising.
A major challenge associated with the rapid growth of the World Wide Web is that no systematic or centralized review or approval process has been established to ensure accuracy of content or to indicate to the public what the University considers to be an "official" Web site or page. Based on a recent survey, eight of the nine academic colleges currently post information on the Web.
In the spring of 1997, URI's Legal Counsel, in conjunction with the Provost's Office, posted the following disclaimer on the URI Home Page:
This Web site is provided for information purposes only and although every reasonable effort is made to ensure that the information presented on this Web site is accurate and current, the University will not be bound by any clerical or other content errors. Information contained in these Web pages is also subject to change by the University without prior notice. The official source of information on the University of Rhode Island is theBulletin of the University of Rhode Island-Undergraduate and Graduate Studies.
Marketing. At this time, the University is examining its commitment to a long-term, centralized and coordinated marketing plan. Ongoing objectives would include image building and opinion leader support as well as the promotion and development of athletic programming, student recruitment and key institutional events. Aggressive marketing is expected to lead to continued and expanding successes in enrollment, attendance at events, greater private and public support, and greater appreciation of the institution.
The College of Continuing Education uses the services of an outside advertising agency for marketing, advertising and publications needs. The Vice President for Advancement and the Director of Communications meet regularly (quarterly) with the CCE dean and assistant dean to review communications strategies and plans with the goal of coordinating messages and maintaining consistency of image and themes.
Persistent problems, primarily budget-driven, continue to diminish the University's ability to market itself more effectively through publications, videos and print and broadcast outlets. The Electronic Media Office, which produced television and radio commercials, including public service announcements and provided the University with a staff photographer, was the victim of budget cuts in 1992-1993.
Projection
The University needs to review its policy related to the currency of courses listed in theBulletin . The current policy is that a course not offered for four consecutive calendar years shall be deleted from the curricular offerings unless its retention can be justified. This policy results in courses being listed in the Bulletin that are no longer current and is in apparent conflict with the standards of the Commission. A request to review the policy will be forwarded to the Faculty Senate early in 1997-1998.
Beginning in 1997-1998 publication of the Bulletin will return to a yearly cycle which will provide students and others with more current information regarding the University's programs, curricular requirements, services and procedures.
The Division of University Advancement plans to increase support for the publication needs of academic units beginning in 1997-1998. Individual colleges, departments and other administrative units will have expanded access to the resources of the Publications Office to serve their needs better. This will also help provide a more centralized review of program and department publications.
The institution continues to make strides toward centralized marketing. The Vice President for University Advancement has been designated by the President to carry out the role of marketing the institution in a more centralized way. An initial budget has been allocated to accomplish that goal. The University and the division are examining ways to coordinate marketing activities more formally and effectively. The results of the University's first-ever marketing survey, which are expected to be available in late summer, will provide valuable information that will be used to guide this effort.