10. Representing Swinburne

10.1. Our brand

The University seeks to ensure consistent public representation to foster confidence in, and enhance the reputation of, the University. The promotion of the University’s brand is guided by the principles of:

  • Enhancing the University’s strategic direction
  • Ensuring consistency with marketing and brand objectives
  • Standardising visual identity, the presentation of communications and message content to Swinburne customers and stakeholders
  • Ensuring compliance with corporate requirements
  • Ensuring compliance with legislation and codes of practice.

The University may provide and accept sponsorships that are consistent with the University’s objects and support institutional development. Sponsorships should not impose or imply conditions that may limit the University's freedom to carry out its functions and fulfil obligations.

Table of roles and responsibilities (VC delegation)

Role/Decision/ActionResponsibility*Conditions and limitations
Guidelines on branding and sponsorships. Chief Marketing Officer
  • Any guidelines must be published.
  • Must comply and be consistent with University legislation and policies.
  • Must be approved by the Vice-President (Students).

*(Staff holding, acting in or performing the responsible position or office)

10.2. Media and communications

The dissemination and communication of knowledge is an important part of the University’s mission.

Staff are encouraged to make public comment or expert comment in relation to their areas of professional expertise, and also to make private comment provided they do that on their own behalf and do not claim to represent the University.

All staff should take care when making public comment (which includes comments through the media, information posted online and through social media) to:

  • Protect and uphold the reputation and goodwill of the University
  • Be honest
  • Be accurate
  • Be respectful
  • Protect confidentialities and privacy.

All staff should:

  • Not make comments on behalf of the University except with express authorisation to do so
  • If making comments in a particular capacity (for example as a delegate, representative or member of an organisation) clearly disclose that capacity and distinguish it from the University’s position
  • If making comments personally, be honest about identity, any personal interests and affiliations and make it clear that views expressed are personal and not those of the University
  • Ensure expert comment is only made in relation to the staff member’s area of professional expertise
  • Use academic freedom and the other freedoms offered to our staff and students responsibly, honestly and with respect for the position, rights and freedoms of others.

The University may:

  • Check, filter, block and moderate comments and conversations published through University controlled channels and media and remove content that is in breach of applicable laws, codes and policies
  • Set 'house rules' with expectations for user conduct.

Table of roles and responsibilities (VC delegation)

Role/Decision/ActionResponsibility*Conditions and limitations
Providing comment within area of professional expertise All academic staff
  • Comment must be consistent with the principles of this policy
Authorisation of a staff member to comment on behalf of the University
  • VC
  • DVC
  • VP 
  • Director, Media and External Relations
 
Guidelines on public comments and disclosures. Director, Media and External Relations
  • Any guidelines must be published.
  • Must comply and be consistent with University legislation and policies.
Setting house rules for University media channels including social media and user/customer content. Director, Media and External Relations
  • Any guidelines must be published.
  • Must comply and be consistent with University legislation and policies.
Approval and sending of university-wide emails Associate Director, Internal Communications  

*(Staff holding, acting in or performing the responsible position or office)