International Virtual Aviation Organisation
Communication Policy (effective December 1, 2010)
Prepared by: Vybhava Srinivasan. K, Public Relations Director
Contents
Table of Contents
3.���� The
IVAO Communication Units. 6
3.1�������� Public Relations Department(PRD). 6
3.2�������� NPO Communications (NPOC). 7
3.3�������� Executive Communications (EC). 7
3.4�������� HQ Department Communications (HDC). 8
3.5�������� Local Division Communications (LDC). 8
4.���� Communication Challenges. 9
4.1�������� Issues and
Crisis. 9
5.���� Key Communication Vehicles. 10
5.2�������� News Releases and NOTAM... 10
5.3�������� Events and Seminars. 10
5.4�������� Briefings,
media interviews and one-on-ones. 10
5.5�������� Question
& Answer documents. 11
An
Organisation�s reputation is one of its most valuable assets. The way IVAO is
perceived significantly influences the motivation of its staff and members and
also affects perception by potential members outside the organisation. A good
image has a positive impact on community, helps us to attract skilled people,
new members and builds satisfaction of existing members. Conversely, an organisation
may suffer significant harm if its communication activities are not handled
properly.
The
way we communicate is of utmost importance, for it is the key to the image we
enjoy worldwide. As we continue to strengthen the IVAO�s brand, we need to take
special care in the way we provide information to our staff, members, general
assembly members and the public at large and all others. These target groups
may differ in terms of background and prior knowledge, etc..
Nonetheless, the way we communicate to all audiences must be based on a single
set of guiding principles.
This
document reflects the major importance of communication to IVAO. It defines the
policy and procedures that constitute the framework for all communication
activities and guidelines throughout IVAO.
Alain
Debrouwer
President
Professional communication contributes to the success of
IVAO, it adds value to our organisation, and strengthens the relationship
between IVAO and its members. Through our communication activities we aim to:
�
Promote an accurate, consistent and positive
image of the IVAO; and
�
Inform all our members, inside and outside
IVAO, openly about relevant news and�
developments
Open and proactive
We want to
be a transparent organisation and to be perceived as such. Concealing information
can create mistrust and breed rumours, particularly when the information
concerns a large organisation like ours. This means that we need to provide
relevant information openly and proactively.
Factual
It is of utmost importance that our information be based
on facts. We want to build and maintain an atmosphere of trust and strong
ethical behaviour by never intentionally conveying misleading or incorrect
messages. This means that we must also avoid making unrealistic promises and
raising false expectations. There must be no gap between what we say and what
we do, plan to do, or expect to deliver.
One voice
Every day, large organisations like IVAO are in contact
with many individuals inside and outside the organisation. Any statement issued
by an IVAO staff, whatever his or her job in the organisation, may be construed
as an official statement of the IVAO�s position. While style and tone may be
adapted to the target groups, the message content must be the same. It is
therefore crucial to bring all messages into line with the agreed IVAO position
and to direct contacts from particular target groups to the relevant IVAO
communication unit (refer section 3 below)
Media requests must be handled only by professionally
trained staff members designated by Public Relations Department.
Equal treatment
We want to inform all our members at the same time of
relevant facts concerning IVAO. The relevant information we provide needs to be
consistent, and whenever possible it should be released simultaneously to all
our members. There may be exceptions because of time zone differences. Wherever
possible, staff should learn about news directly from us rather than through
third parties. If information must first be disclosed to a selected target
group, a general information release to all our other stakeholder groups should
be issued at the earliest possible time thereafter. Those people who receive
advance information must be informed that they are obliged to keep the
information confidential and must not make use of it until it has been released
into the public domain.
Balanced
We want the efforts by which we shape IVAO�s image to be
an enduring success. We therefore do not take advantage of unsustainable
short-term opportunities that might have negative repercussions at a later
stage. Successful
information management also requires a willingness to be open to issues and
address problems or setbacks openly and at the appropriate time.
Timely and High Quality Communication
We want to provide a high level of service in all our
communication activities in terms of both quality and response time. We
therefore should ensure that appropriate communication units (refer Section 3
below) and communication vehicle (refer section 5) are involved depending on
the nature of communication.
No speculation
We do not comment on rumours, nor do we speculate on the
outcome of pending issues before the authorities or any third parties involved
have taken their decision. Similarly, we do not promote gossip on personal
matters, nor do we comment on issues relating to other online flight simulation
networks.
Privacy
IVAO has a right to withhold information about its
intentions, development activities and plans until such time as disclosure is
deemed appropriate. We comply with all relevant data protection laws.
Defending our position
External and Internal perceptions of IVAO are not always
consistent with that of the organisation�s vision and it is to be expected that
a large organisation like ours will sometimes draw hostile criticism. We see it
as our duty to respond and articulate our position. We take a stand on issues
that have an impact on our activities or reputation and use all� appropriate means available to put our
view across. We strive to engage adversaries on a factual basis and not yield
to views or criticisms.
To ensure proactive and appropriate communication at all
levels of the organisation and to all key members, IVAO has five types of
communication units:
�
Public Relations Department(PRD)
�
NPO Communications(NPOC)
�
Executive Communications(EC)
�
HQ Department Communications (HDC)
�
Local Division Communications (LDC)
The goal of all these units is to support IVAO�s mission
as a leading, online flight simulation organisation through proactive and
transparent communication and by establishing trust-based relationships with
their target groups. Within their respective areas of responsibility, each of
them develops and implements communication strategies.
3.1
Public Relations Department(PRD)
Mission
�
To support IVAO�s strategic goals and reputation by
creating a strong, unique and consistent IVAO brand in the minds of all members
�
To ensure consistent and timely communication
policies, strategies and activities within IVAO worldwide
�
To develop communication concepts for all topics
relevant to IVAO based on the input provided by the Board of Governors,
Executive, Head Quarter Staff or Division Head Quarters
�
To provide timely and consistent information about
decisions and activities taken by IVAO that are relevant to IVAO and its members
�
To provide major international news organisations and
mass media with information relevant to IVAO
�
To monitor correct implementation of IVAO�s corporate
brand identity and corporate design
�
To support the BOG, Executive and Department/ Division
Directors in their communication tasks
�
To represent IVAO in local events and conferences
Key Target Groups
�
IVAO Management (General Assembly, Board of Governors,
Executive and Department Heads)
�
IVAO Staff
�
IVAO Members
�
News Organisations and Mass Media
�
Major Flight Simulation Communities
Responsible Staff
�
Public Relation Director
�
Other Staff of Public Relation Department as
authorised by Public Relation Director
�
In the absence of Public Relation Director such staff
as authorised by President of IVAO or absent Vice President of IVAO
Mission
�
To ensure the NPO Staff members implements established
corporate communication policies and guidelines
�
To provide our general assembly members with timely
and consistent information about matters relevant
�
To promote transparency
�
To communicate matters relevant to regulatory
authorities to ensure regulatory compliance
�
To inform Public Relations Department about all
activities that are or may become relevant to IVAO
Key Target Groups
�
General Assembly Members
�
Regulatory Authorities
Responsible Staff
�
IVAO NPO President or Vice President, Secretary,
Assistant Secretary or Treasurer or in special circumstances a Board of
Governor as authorised by President of IVAO or if absent Vice President of IVAO
3.3
Executive Communications (EC)
Mission
�
To ensure the executive staff members implements
established corporate communication policies and guidelines
�
To provide our IVAO members and staff with timely and
consistent information about matters relevant
�
To promote transparency
�
To translate the numerous activities into consistent,
clear, timely and credible messages to internal and external target groups
�
To ensure that executive projects a clear and consistent
positive image externally and internally
�
To inform Public Relations Department about all
activities that are or may become relevant to IVAO
�
To use the services of Public Relations Department for
any communications to members at large and also communicate any potentially
sensitive information to members/ staff at large or a section of members/ staff
�
To use �the
services of Public Relations Department for any external communications
Key Target Groups
�
IVAO Members
�
IVAO Staff
Responsible Staff
�
IVAO DIR or ADIR
�
Other members of the executive as authorised by IVAO
DIR/ADIR
3.4
HQ Department Communications (HDC)
Mission
�
To ensure the Department implements established
corporate communication policies and guidelines
�
To support the department�s strategy by creating
strong, unique and consistent internal department communications
�
To translate the numerous activities into consistent,
clear, timely and credible messages to internal and external target groups
�
To ensure that departments projects a clear and
consistent positive image externally and internally
�
To inform Public Relations Department in a timely
manner about all divisional activities that are or may become relevant to IVAO
�
To support Public Relations Department in its
activities and reinforce IVAO�s strategic goals and reputation by creating a
strong, unique and consistent IVAO brand in the minds of all key members.
�
To use the services of Public Relations Department for
any communications to members at large
�
To use the services of Public Relations Department for
any external communications
Key Target Groups
�
IVAO HQ Department (including division departments)
�
IVAO Members
Responsible Staff
�
IVAO HQ Department DIR or ADIR
�
Other Department Advisors as authorised by IVAO HQ
Department DIR or ADIR
3.5
Local Division Communications (LDC)
Communication
structures and processes vary from one geographic area to another. For
practical reasons, the term �local division communications� encompasses all
communication functions at a division level.
Mission
�
To ensure the division implements established
corporate communication policies and guidelines in its area of responsibility
�
To ensure consistent communication inside the division
�
To inform Public Relations Department in a timely
manner about all activities that are or may become relevant to IVAO
�
To foster good relations with the local community
�
To support Public Relations Department in their
activities and reinforce IVAO�s strategic goals and reputation by creating a strong,
unique and consistent IVAO brand in the minds of all key members
�
To inform Public Relation� Departments for any communication with
external organisations or media
Key Target Groups
�
IVAO Division Staff
�
IVAO Division Members
�
Local Community
Responsible Staff
�
IVAO Division DIR or ADIR
�
Other Division Staff as authorised by IVAO Division
DIR or ADIR
As a globally active
flight simulation network and a big network of staff and members, we are aware
that we are continuously exposed to risks. Despite all precautionary measures,
from time to time we face events that may be perceived as negative news by one
or more of our members
or potential members. These include unexpected network failure,
restructuring, misconduct and others.
As with any other
information, we inform proactively and openly about such critical events if
they are relevant to IVAO and its members. As a general
principle, the communication of potential issues or crises must be prepared by
the department closest to the case. Such preparations include positioning
statements and Question &Answer documents based on realistic scenarios.
Although most issues
arise in one division or department, there is no such thing as a local issue.
Any of the above events may be publicised by the members very fast and
worldwide. An adequate response requires not only rapid preparation of all
necessary communication activities and documents by the affected department but
also immediate notification of and regular updates to executive and public
relations department
Such internal alerts
must be provided as quickly as possible and by the most direct means available.
The sender must also ensure that the alert has actually been received.
Depending on the seriousness of the issue and the resources available, the
affected department, executive and Public Relations Department decide on role
assignments and action to be taken with respect to communications.
The Board of
Governors may be involved in the management of crisis which would be determined
on the nature of crisis although not mandatory. Their involvement would be
decided by the Executive or President/ Vice President of IVAO
The selection of the right communication vehicle has a
major influence on the way information is received and understood. The
selection is influenced by communication goals, size and structure of the
target group, complexity of the content, time restrictions, global holiday
schedules, legal considerations, etc.
The communication vehicles described below should be used
for both internal and external communications. The list is not exhaustive. It
supplements but does not replace the important day-to-day exchange of
information and two-way communication at all levels of our organisation.
The website is the
most important vehicle used to communicate. The design of the website must
follow IVAO�s Corporate Design Guidelines (to
be announced shortly). The content on HQ website must be reviewed by the
appropriate department and general information including those of rules and
regulations, etc must be reviewed by executive with the assistance of Public
Relations Department. The division website must be managed and reviewed by the
Division Staff.
The communication
vehicle most often used to communicate news is a written news release or
NOTAMs. Information relevant to the IVAO is communicated via a News Release to
the media, via a NOTAM announcement to staff and members.
At HQ level, Public
Relations Department develops IVAO releases based on input provided by executive,
department or other. Before distribution, Public Relation Department sends all
releases to the executive for approval.
Corporate
Communications distributes the News Release and NOTAM inside and outside the
organisation and publishes them on IVAO�s website and forum. Information that
is not considered relevant to IVAO as a whole may be distributed by divisional
to their appropriate internal target groups. However external
consultation should be done with consultation with Public Relations Department.
Any participation in
Events by IVAO should be done by Public Relations Department with assistance of
staff or volunteers as appointed by Public Relations Department. During the
selection of such team preference should be given to divisional staff where the
event is held for ease of co-ordination. In all these events, the presentation
of IVAO through videos, presentations, briefings, print and others should be
carefully prepared in consultation with Public Relations Department. It is
essential in all these events IVAO Brand, vision and mission
are appropriately communicated. All the media used must follow IVAO�s
Corporate Design Guidelines (to be
announced shortly)
5.4
Briefings, media interviews
and one-on-ones
Media interviews or
briefings are the medium selected when indepth
information on one or more subjects is to be exchanged with a limited number of
journalists.
The Board of
Governors (BOG), in consultation with Public Relations Department, decides on
all media interviews and media briefings by members of the BOG. Public
Relations Department prepares and accompanies all media interviews with BOG
members and those interviews of non-BOG members on topics that are relevant to
IVAO
.
Divisions should
consult Public Relations Department prior to any interviews with the media.
In general, all
interviews with media representatives require careful preparation. Interviewees
are required to undergo training and individual topic-specific consultation and
to prepare detailed Question &Answer documents before the interview.
5.5
Question & Answer
documents
All the
communication activities described above require careful preparation. In
addition to clearly defined messages, a comprehensive internal Question
&Answer document must be developed in each case.
A Question
&Answer document is a compilation of anticipated questions. It answers
these questions truthfully, reflecting IVAO�s interests and viewpoint, and
often covers issues that may be sensitive in nature. The issue owner draws it
up in close cooperation with Public Relations Department. Final responsibility
for content lies with department. In general, Q &As
are internal documents and serve as a basis for oral communication or
communication in forums and should therefore be accessible only to people who
need to know all the details of the topic at hand.
Publications such as
brochures, newsletters, magazines, journals, CD-ROMs, videos and websites are
usually produced for complex content that is relevant to large target groups
over a longer period.
All parts of publications
that describe IVAO� in
general in a way other than in existing corporate tools or that give new
information relevant to IVAO must be cleared by Public Relations Department.
The design of all IVAO publications must follow IVAO�s Corporate Design
Guidelines (to be announced shortly)
This Communication
Policy prepared by Vybhava Srinivasan,
Public Relations Director, was approved by the Board of Governors on September
12, 2010 and will come into effect on December 1, 2010.
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