Media relations at Health

About the guidelines for media relations

The guidelines for media relations are a tool for managers and employees at Health. The guidelines intend to ensure clear procedures and a clear division of roles and responsibilities, so that employees know how they should act in connection with press and media contact in general.

Goal of media relations

The goal of media relations is that Health

  • appears open, competent and credible
  • contributes to a fair and factual presentation of the faculty's decisions and activities
  • sets the agenda for the public debate

Guidelines for media relations at Health

Public employees and freedom of speech

Freedom of speech is safeguarded by the Danish constitution, which also applies to public employees.

As an employee you may personally take part in the public debate and present personal opinions and views. The same applies to topics within your field of work. 

Read more about public employees' freedom of speech The Department of Justice's website (in Danish).

Principles of professional media relations

  1. We are friendly and helpful.
    We are open and accessible and help journalists to find the relevant information and sources.
  2. We are trustworthy.
    We present facts and communicate clearly, both in positive and negative cases.
  3. We are act quickly.
    We recognise the working conditions of journalists and the need for quick responses. This means that media relations have high priority in our daily work.

Who is allowed to make statements?

All employees at AU Health may make statements to the press, providing you

  • comment on your own behalf or within your own area of responsibility
  • do not violate your duty of confidentiality, e.g. in relation to personnel cases
  • inform your immediate supervisor according to a specific assessment.

In cases involving special issues or crisis situations, a spokesperson will often be named. In all other cases, the following principles for making statements on behalf of Health, AU, apply:

  1. Factual information
    All employees have a right to disclose any specific information within their field.
  2. Comments and assessments
    Especially managers, but also project managers and relevant experts within the area in question, have the authority to make a statement on a topic or area.
  3. Political statements
    The dean, vice-deans and department heads / heads of school may make statements of political character on behalf of the faculty or a department.

Precisely where the line is drawn in practice between the different types of statement is always open to discussion. Contact your manager or the communications department if you are in doubt.

What to do

Contact the communication department if you need help with press relations and media training.

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