Social Media & Media Relations

If you read just two documents, read these two (which reference all of the others):

• Online Publishing Policy
  This policy is applicable to all online publishing created by or relevant to the Yale School of Medicine, and includes content about HIPAA, rights, and university rules and regulations.
• Social Media Guidelines & Best Practices
  The Social Media Guidelines & Best Practices for YSM covers resourcing, professionalism, and interactions for any channel representing YSM or its entities.
  

Here are specific Yale policies:

• Intellectual property rights and responsibilities
• 4489 Media and Animal Research
• 1604 Data Classification Policy
• 1605 Web Accessibility Policy
• 1607 Information Technology Appropriate Use Policy
• Yale University Policy on Conflict of Interest and Conflict of Commitment
• Yale University Copyright Resources
• Yale University Rights Clearance Guide for Digital Projects
• Yale University Institutional Standards of Conduct
• HIPAA (Health Insurance Portability and Accountability)
• The Yale Recording Policy
• The Woodward Report
• Use of the Yale Name
• Yale University Identity Web Guidelines
• Information Concerning Activism and Advocacy

And these YSM policies and guidelines:

• Yale School of Medicine and Yale University branding
• Website Guidelines & Best Practices
• Branding, Wordmark, Shield, Graphic Identities, and Logos for YSM-Guideline
• Crisis Management Communications for YSM & YM-Procedure
• Use of Photos and Videos Taken at YSM Events
• Beyond Sterling Hall: Leading Through Education and Dialogue
• Online Publishing Policy

How often to post varies on each platform, but consistency is key for a successful channel. The absolutely most ideal cadence per platform is below, but any degree of regular weekly activity is necessary to grow and maintain a healthy social media channel. Even if you are not posting every day or fall a little below the recommendations, you will need to ensure that there are no extended periods of time without a post.

• Facebook: 4-7 posts per week
• Instagram: 3-5 posts per week
• LinkedIn: 4-7 posts per week
  
• X: 1-5 posts per day (including retweets)
• TikTok: 5 to 10 per week

For more tips on how often and when to post, see section 7 of the Social Media Guidelines and Best Practices.

Before seeking approval, it is crucial to identify what you hope to accomplish with the channel, who you are trying to reach, and who will be in charge of maintaining and monitoring the channel. For more information, see section 6 of the Social Media Guidelines and Best Practices.

Consider who you want to reach – is it students, staff, patients, or professional peers at other institutions? From there research the various social media platforms and consider the demographics that most commonly use each app or website. Taking the first step to align your goals with the typical user of the right platform for you is a huge help to start on the right foot. From there, take some time to scroll around and make note of any groups, hashtags, and content types that tend to attract audiences and consider incorporating those tactics into your social media plan.

Yes, absolutely. A security breach can affect all the hard work you’ve put into your channels! Write passwords down on paper instead of storing on a digital drive, make sure that you are always aware of who has the passwords to your channels, never click into links emailed or texted to you that claim to be from the platform (all your notifications will be in the apps or sites themselves – emails or texts asking you to log in are usually phishing!), and use two factor authentication on your phone whenever possible.

Unfortunately negative comments happen, but if you are receiving hate speech, threats, or something else that is worrisome then it is important to immediately alert to your department chair or leader. Threats should be escalated and managed by following the Crisis Management Communications for YSM & YM Procedure.

Get your YM profile/photo/video done. Journalists like to see your background. Next, be available. The opportunities usually go to the fastest responders; media moves quickly. Give your ETA for a response or pass so that another doctor can be tapped. Sending media relations your cell phone number generally expedites contacting you with worthwhile opportunities.

A good way to begin in media is answering media inquiries via email and gradually try local and regional broadcast opportunities followed by national broadcast opportunities. Please note that for digital and print stories, writers prefer written, emailed replies because it’s speedier, clearer, and easier than doing a phone call when they are on a tight deadline. If you prefer a “phoner” and the reporter can’t accommodate, voice memos that the media relations team transcribes may be an option.

• Give impactful answers. Answer in complete, quotable sentences (no bullets if providing written answers) and repeat keywords from the questions as those are words the reporter wants to include in the story or segment.
• Don’t use jargon. While writers crave scientific information, deliver it in a conversational, consumer-friendly way.
• Be a great quote. Show personality—give a strong, unique quote media can’t get elsewhere. Great quotes generate more exposure and get picked up by other media.
• Be culturally respectful and sensitive in everything you say.
• Do not talk about your clinical trial work unless you have IRB approval, do not have a hold on your trial for any reason or any amendments or pending items. Talk to your chair if you are unsure if mentioning your research is okay or not, and stick to the topic media relations is asking you to speak about.
• Write down three to five talking points, and return to them if the interview goes off track.
• Never read during a TV or radio interview; remember a good interview is a conversation.

Respect journalistic principles. Sources generally can’t see the story before publication, per publication guidelines. If there’s lead time and you and the writer have built a good rapport, the reporter may call to run your parts by you verbally, especially if the content is complex and you offer to review for accuracy (not style—the publication has its own style guide). You can offer for them to run anything by you ahead of time in a friendly way. Media relations can help get a factual correction if one is ever needed. (This is a rare occurrence.)

Direct contacts are okay; however, it’s best to loop media relations in. If you are contacted directly by media, we encourage you to forward us the media ask before responding. We can check to make sure the opportunity is a good use of your time. We also ask the reporter for a backlink to your academic or clinical profile page.

To discuss media relations potentially inviting news media to a YSM event:

• Please contact media relations (ysmmedia@yale.edu) at least a week in advance of the event.
• Media relations or a designated communications officer must escort during on-campus, on-camera interviews.
• Filmmakers need to submit an application before being permitted to film on campus.
• Priority for media invitation to on-campus events is given to first-time, newsworthy events.
• Due to staffing demands, in-person staffing for events held outside of normal business hours cannot be guaranteed.
• Yale press conferences require prior approval by the Office of Public Affairs and Communication and the YSM Office of Communications. Please contact opac.media@yale.eduand ysmmedia@yale.edu before planning a Yale press conference.
• Media relations cannot staff off-campus, non-Yale events.

After-event support is possible. Photography and video submitted to the Reputation and Audience Development Team on event day may be considered by local media outlets that are unable to attend the event in person. Reach out to ysmmedia@yale.edu and sean.mccable@yale.edu or colleen.moriarty@yale.edu for more information.

• Please submit your photography for YSM social media consideration within three business days of the event. Contact Sean McCabe (sean.mccabe@yale.edu) for information.

• If there will be photography or videography at your event, please announce that there will be cameras at the event and visibly post a this sign (downloadable here).
• Arrange a designated area away from cameras for those who are not comfortable being photographed.
• Patients who are asked to speak at a YSM event must sign a Media Authorization Form beforehand.
• For information about potential internal video and photography support at events, please contact ysm.multimedia@yale.edu.
• For additional information about events at YSM, review these guidelines.