1008 Communications and Marketing Integrity and Ethics Policy

Policy Details

POLICY NUMBER: 1008  

POLICY TITLE: Communications & Marketing Integrity and Ethics Policy

Preamble

This policy establishes the guiding principles, roles, and procedures for maintaining the integrity, consistency, and effectiveness of all official communications and marketing activities at Shoreline College.  

Shoreline College shall develop and implement a program of public information to increase public awareness and recognition of the educational, cultural, and recreation opportunities available. Shoreline College must represent itself clearly, accurately, consistently, and in a timely manner to communicate its academic intentions, programs, services, and emergency notifications to students, employees, and the public.   

The Board empowers the President or designee to organize, staff, and fund a public communications office.  

Policy

The Communications and Marketing Department is responsible for:  

  • Increasing public recognition and awareness of the College's academic, technical, and community service programs.  
  • Developing public awareness and appreciation of the College's direct cultural and recreational contributions to the community which relate to the established mission, vision, and values of the College.
  • Coordinating and assisting the College faculty/staff in the use of mass and targeted media outlets, media materials, special exhibits, and promotional opportunities. 
  • Establishing a strong institutional identity as a strategic asset for the College, unifying and connecting Shoreline students, faculty, staff, alumni, and supporters around the world whenever the Shoreline College name is encountered. 
  • Training on implementation of effective communications, best practices, and what departments/students can do in their communications and publications internally vs what is done externally through communication/marketing 

Ethical Standards in Communications  

All College communications shall reflect the institution’s commitment to accuracy, equity, inclusivity, and transparency. Communications will not mislead audiences, distort data, or present discriminatory or biased content. Images and language used in marketing materials should represent the diversity of the Shoreline College community.  

Official Communications Activities  

The Communications and Marketing Department shall:  

  • Prepare and distribute College news releases.
  • Produce and maintain official communication materials, including catalogs, class schedules, brochures, flyers, posters, advertising, the College website, blogs, social media platforms, and news media content.  
  • Support strategic initiatives and the College’s mission through projects such as the Annual Report, College newsletters, Shoreline Today, and Day at a Glance.
  • These publications also share stories about the College’s people, programs, events, and achievements.
  • Coordinate campus photography and videography services and maintain archives of photos and publications.  

Use of College Name/Logo  

The name, logo, wordmark, seal, mascot marks, and other official visual identifiers of Shoreline College are institutional assets and may be used only in accordance with approved College standards and with appropriate authorization. 

These identifiers may not be altered, recreated, distorted, or used in a manner that implies College endorsement, sponsorship, or official affiliation where none exists. Use of the College’s name or visual identity in external publications, promotions, merchandise, advertising, partnerships, or other public-facing materials must comply with College policy and applicable brand standards. 

The Communications and Marketing Department is responsible for establishing and maintaining brand standards and for reviewing or approving use of official College identity elements as appropriate. 

Photography, Video, and Visual Storytelling at Shoreline College  

Photography, videography, and other visual storytelling used in official College communications must accurately and respectfully represent Shoreline College and its community. Visual content should align with the College’s values, brand standards, privacy expectations, and applicable legal requirements, including student privacy protections where relevant. 

Commercial, documentary, promotional, or official College-related filming and photography conducted on campus must be coordinated through the appropriate College offices, including the Facilities/Rentals Team, Communications and Marketing and Business and Administrative Services, in accordance with established College procedures. 

The College may maintain separate procedures and guidelines related to photography, filming, videography, media releases, and image usage. 

Communications Materials  

One of the most effective and important means of gaining a readily recognized brand identity with the public is through consistency in publications and other communications materials. The attitudes, style, and philosophy of the College are communicated visually as well as through the written word.  

Communications materials include (but are not limited to):  

  • Catalogs, bulletins, newsletters, brochures, handbooks, flyers, posters, class schedules, advertisements, stationery, official social media channels, the College website, and other types of print or electronic materials.  

The Communications and Marketing Department is responsible for the planning, creation, editing, design, and dissemination of all official communications materials. Examples of official communications materials include, but are not limited to: 

  • College websites and landing pages 
  • Official social media accounts
  • Mass emails and newsletters sent on behalf of the College or its departments
  • Printed and digital brochures, flyers, posters, and advertisements
  • News releases and media statements
  • Emergency alerts and public notices
  • Recruitment, enrollment, fundraising, and event promotion materials
  • Annual reports, publications, and official videos
  • Photography, videography, and visual storytelling used to represent the College
  • Signage, branded presentations, and other public-facing informational materials 

Materials must adhere to established branding, accessibility, and professional standards to maintain a consistent institutional image. All materials intended for internal or external distribution must be developed in partnership with the Communications and Marketing Department. Central coordination also eliminates unnecessary duplication. The Chief Communications and Marketing Officer has final approval authority over all official College communications materials.  

  • Note: This policy does not apply to student publications, including The EbbTide or Spindrift.  

Media Relations  

All media inquiries must be directed to the Communications and Marketing Department. Only designated College spokespersons may speak on behalf of Shoreline College in official interviews or media responses.  

Brand and Accessibility 

All communications and marketing efforts must follow the College’s brand guidelines and comply with state and federal accessibility standards, ensuring equitable access for all community members.  

Adopted: 

Adopted: 11/10/26 
Reviewed by Communications & Advancement Council: 12/8/25
Reviewed by Institutional Equity Advisory Committee: 3/5/26
Recommended by ET: 4/7/26