DAA Media Spokespersons Policy

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1 Adopted: April 1998 Reviewed: November 2016 Edited: August 2017 To be reviewed: November 2018 DAA General Policy & Procedure Manual Communication DAA Media Spokespersons Policy 1.0 Authorised DAA Spokespeople The following people are authorised to speak on behalf of DAA: President Chief Executive Officer (CEO) Official DAA Media Spokespersons Executive Manager, Credentialing and Professional Services (EM-CaPS) Executive Manager, Member Services and Operations (EM-MSO) Executive Manager, Accreditation, Recognition and Journal Services (EM-ARJS) Senior Officer Advocacy and Policy (SOAP) DAA members specifically delegated by the President or CEO, including DAA Board members, DAA staff, representatives from DAA Interest Groups and Branches, and DAA contractors. 2.0 The definition of a Senior Spokesperson Senior Spokespeople are those DAA Spokespeople who have been involved in the Spokesperson s Program for six years or more, and have met the eligibility criteria to progress from a Spokesperson to a Senior Spokesperson (for eligibility criteria see 5.1). 3.0 The role of official DAA Spokespeople On behalf of DAA, the role of DAA Spokespeople is to: Provide a reliable and credible source of information on nutrition issues for the media Raise media and public awareness of APDs and DAA members as the go to nutrition professionals Raise media and public awareness of DAA as the peak body for dietitians. 4.0 Expectations of DAA Spokespeople In addition to meeting the below selection criteria on appointment (see 5.1), DAA Spokespeople are expected to build and protect DAA s reputation as Australia s peak body for dietitians and go to organisation for media and other external stakeholders by: Delivering DAA key messages with support and briefing from DAA staff Being an ambassador for DAA and its members in interactions with the media and in all other forums, including social media Being committed to promoting APDs and DAA. When working with the media on behalf of DAA, spokespeople must ask to be quoted as a Spokesperson for the Dietitians Association of Australia and/or an Accredited Practising Dietitian Participating in a media training program, as required by DAA A 1/8 Phipps Close, Deakin 2600, ACT T E nationaloffice@daa.asn.au F W daa.asn.au ABN

2 Participating in spokespersons teleconferences, networking and mentoring activities, as required by DAA Maintaining a broad base of knowledge on nutrition topics Being willing to respond (with the support of DAA) to criticism or concerns arising from media activity they have been involved in, irrespective of the source of the criticism or concerns. Maintaining a professional image Being proactive in seeking media opportunities and in developing strong working relationships with media outlets and journalists Seeking CPD opportunities outside of the Spokespersons Program to further develop media skills Avoiding and/or declaring any potential or actual conflict of interest (including any new conflict of interest issues that may arise during the Spokesperson s term) Providing a photograph and brief biography suitable for distribution to the media. 4.1 Additional Expectations of Senior Spokespeople In addition to the above, Senior Spokespeople are expected to: Support DAA in responding to media requests of a higher level (such as relating to DAA strategy, DAA campaigns, controversial or sensitive issues, or involving key or influential media) Have a broad understanding of DAA s current Strategic Plan and higher-level strategic activities, with briefing from DAA Be available to mentor newer DAA Spokespeople, as required. 5.0 Appointment of DAA Spokespeople As positions become available in the various Branches, DAA will call for applications to the role of DAA Spokespeople through the relevant Branch section of the weekly . Application kits will be provided to those interested in applying and completed applications are to be sent to DAA s Senior Public Relations Manager. The selection process will be managed by DAA s Member Services and Operations (MSO), in consultation with the CEO, and in accordance with the Levels of Decision Making Policy. The DAA Board will have the final decision on the appointment of new DAA Spokespeople. The applicant s referees will be checked and online presence will also be investigated. 5.1 Selection Criteria To be eligible for selection as a DAA Spokesperson the following selection criteria must be met: Essential criteria DAA member, with current full APD status An understanding of DAA activities Excellent verbal communication skills A good fit with DAA s brand (independent, balanced, authoritative, credible) A commitment to promoting APDs and DAA through the media Ability to commit as a spokesperson for a two-year term Easily accessible for face-to-face interviews, and easily contactable for other interviews Ability to accommodate short-notice requests for interviews from DAA Absence of any conflict of interest issues which cannot be managed by DAA Absence of employment by a DAA Corporate Partner. Page 2

3 Desirable criteria Some experience in dealing with the media Some formal media training. Note: Consideration will be given to applicants who DAA identifies as having scope to further develop their media skills and profile in the media by participating in the Spokesperson s Program and undertaking formal media training. To be eligible to become a DAA Senior Spokesperson the above criteria must be met, along with this additional criteria: Ability to provide comment for higher-level media interviews, or interviews involving key or influential media Ability to undertake media interviews with minimal briefing from DAA A commitment to mentoring newer DAA Spokespeople. 5.2 Information to be submitted on application to the Spokesperson s role (Note: not applicable to nominations to the Senior Spokesperson s role) Completed DAA questionnaire with responses to questions addressing the above selection criteria (DAA will provide this form to those interested in applying) A current resume The names of two professional referees able to comment on the applicant s media skills Examples of media activities (such as videos, tapes, articles from print media), if available. 5.3 Term for Spokespeople (see Appendix 1 & 2 for Flow Charts) DAA Spokespeople are appointed for a two-year term. A probationary period of six months applies, and continuation after this as a DAA Spokesperson is based on meeting the Expectations of DAA Spokespersons (listed above). At the end of the two-year term, Spokespeople can renominate for a second two-year term. At the end of this second term, Spokespeople can renominate for a further (third) two-year term. Renominations must be made in writing to DAA and approved by the Association. Reappointments will be based on: Whether the Spokesperson has met the Expectations of DAA Spokespersons (listed above) during their previous term, and A formal assessment of the Spokesperson s performance by DAA s media trainer, based on participation in media training. Spokespeople can be involved in the Spokesperson s Program for a maximum of three terms (or six years). At the end of this period, Spokespeople can nominate to become a Senior Spokesperson. If the Spokesperson is not eligible to become a Senior Spokesperson, they will retire from the Spokesperson s Program and DAA will call for nominations in their Branch for a new spokesperson. Spokespeople will be asked to step down from the role within any two-year term if they consistently do not meet the Expectations of DAA Spokespersons. DAA will alert spokespeople in writing to breaches, such as: Page 3

4 Failing to declare a conflict of interest Failing to adhere to DAA policy Failing to accept key message briefing or advice from DAA staff Being consistently unavailable to represent DAA in the media Representing DAA in media interviews as a DAA Spokesperson without informing or involving DAA staff. Three such alerts will result in an automatic cancellation of spokesperson status. If a spokesperson status is cancelled, the spokesperson may seek to challenge this decision. In this case, they must show cause in a letter to DAA s Vice-President. 5.4 Number of Spokespeople The number of spokespeople in each Branch is determined by the DAA Board, based on demand. 5.5 Training and support from DAA DAA will provide Spokespeople with: Initial media training prior to representing DAA in the media Annual media training suited to the spokesperson s skill level Support for media interviews through briefing and de-briefing An annual teleconference update (also involving Senior Spokespeople) A networking opportunity associated with the annual DAA National Conference. DAA will provide Senior Spokespeople with: The option of undertaking one-on-one phone coaching with DAA s Media Trainer (up to a maximum of twice per calendar year) An annual teleconference update (also involving Spokespeople) A networking opportunity associated with the annual DAA National Conference. Note: Senior Spokespeople will receive less resourcing and support from DAA to fulfil media requests. Annual media training is not provided for Senior Spokespeople. DAA will also promote all Spokespeople to the media, DAA members and key stakeholders. 6.0 Order of priority for media interviews DAA s priority order for responding to media requests is: 1. Authorised DAA Spokesperson or Senior Spokesperson speaking on behalf of DAA or as an APD. Note: Media enquiries of a controversial nature and not covered by DAA position, key messages, media releases or hot topics will be referred to the CEO in the first instance. If the CEO is unavailable to comment, the MSO will decide on the most appropriate course of action. 2. APDs speaking as an APD, including APDs identified from DAA s database of APDs interested in speaking with the media. Page 4

5 7.0 Selecting DAA Spokespeople or APDs to respond to media requests DAA Spokespeople Spokespeople are chosen for their fit with the media outlet (which may be dictated by the city or State/Territory of the media outlet), the topic and their availability. Spokespeople will have registered their topics or areas of interest with DAA. Senior Spokespeople will be expected to respond to media requests of a higher level (such as relating to DAA strategy or DAA campaigns, controversial or sensitive issues, or involving key or influential media). Where an opportunity arises that DAA deems to be of significant benefit to the responding spokesperson (such as an ongoing opportunity), DAA will notify all spokespeople of the opportunity via . It will then be offered to the first spokesperson to contact DAA. In this instance, spokespeople may not contact the media outlet directly to follow-up the opportunity without contacting DAA first. Accredited Practising Dietitians Where a DAA Spokesperson is not able to respond to a media request, DAA will contact the APDs on the Association s database of APDs interested in speaking with the media. APDs will be contacted based on the topic and, if required by the media outlet, their location. APDs interested in speaking with the media will have registered their topics or areas of interest with DAA. Where an opportunity arises that DAA deems to be of significant benefit to the responding APD (such as a high-profile national media outlet), DAA will notify all APDs on the Association s database of the opportunity via . It will then be offered to the first APD to contact DAA. APDs may not contact the media outlet directly without contacting DAA first. 8.0 Commenting in the media on behalf of DAA Spokespeople may speak on behalf of DAA on issues covered by DAA position, key messages, media releases, hot topics or general nutrition knowledge, as authorised by DAA staff and with briefing from DAA staff. Spokespeople may only speak on behalf of DAA on DAA policies or business or topics of a highlycontroversial nature with DAA approval. If spokespeople are unsure about whether to be quoted as a DAA Spokesperson or as an Accredited Practising Dietitian, the spokesperson should contact DAA staff for clarification. Note: the term Senior Spokesperson is only to be used internally at DAA such as in profiling spokespeople through DAA member communications. When fulfilling media requests, Senior Spokespeople are to ask to be quoted as a DAA Spokesperson. 8.1 Commenting on topics of significant risk to DAA Spokespeople will be expected to refrain from making personal comments in the media on topics that DAA believes are of significant risk to the Association. As these topics will change over time, a list of the topics (and DAA s associated Key Message documents) will be published on the Spokesperson s Only section of the DAA website. DAA will keep the list of topics current. Page 5

6 If Spokespeople are contacted by the media on any of the topics listed as being of significant risk to DAA, Spokespeople must contact DAA s Media and Marketing Dietitian (MMD) to discuss how best to respond. This could be either: 1. Agreeing to be interviewed as a DAA Spokesperson and communicating DAA s position on the topic, with briefing from DAA 2. Agreeing not to do the interview. This may be because the Spokesperson s personal view is different to DAA s position. In this case, the MMD will arrange for another Spokesperson who is comfortable with DAA s position to do the interview. If this is not possible, the MMD will contact an APD from DAA s list of APDs interested in speaking with the media to do the interview. This person will be quoted as an APD, and will provide their personal view on the topic. Page 6

7 Appendix 1 Spokespeople: Terms and Renomination Process Page 7

8 Appendix 2 Senior Spokespeople: Terms and Renomination Process Page 8