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TOCA News Release Guidelines for Editors I will inform my magazine co-workers and Publisher(s) that I follow the News Release Guidelines for Editors as put forth by TOCA. These guidelines were developed by marketing and public relations members of TOCA. By following the guidelines, I can be better assured that the news releases we receive will be relevant to our readers and foster more editorial value. 1. I will select and publish news releases based strictly on their news value to my readers. The objective selection of releases based on their news worthiness ensures that readers will have full access to industry news. Selection of releases based on any other factor negatively affects the free and fair flow of information. 2. I will establish a standard policy for the editorials that I will and will not accept and apply that policy fairly to all PR practitioners. Public relations practitioners ask that editors provide a “level playing field” for the work they produce. A clearly stated policy is the best route to receiving quality information. 3. I will treat public relations and marketing personnel with respect. 4. I will not use placement of editorials as a leverage for advertising. To use placement to “strong arm” marketers for advertising is a serious breech of professional ethics. TOCA encourages editors and publishers to direct PR/marketers to the TOCA News Release Guidelines for Marketers located at the TOCA Web site.
TOCA Professional Communication Standards (August 10, 2009) The Professional Communication Standards (Standards) outlined in this document apply to members of the Turf & Ornamental Communicators Association (TOCA). These Standards are designed to serve as a guide for TOCA members as they carry out their daily jobs in communications – in all media formats – with and to the greater Green Industry and all of its stakeholders. As the primary communication professionals within the Green Industry, TOCA members require a level of trust with their various audiences – clients, customers, readers, etc. – and, as such, take on an obligation to operate ethically. Each member, as a representative of the communication profession and as a TOCA member, is a contributor to the reputation of this field. We each set examples for one another, and our various audiences, by a pursuit for the common good, for excellence, and for ethical responsibility. By design the Standards are not enforceable, rather should serve as a guide – and a benchmark – for good and ethical behavior. These Standards have been organized to include guidelines for our members in the editorial side of the business, as well as those in marketing communications. GENERAL STANDARDS: We actively protect the free flow of accurate and truthful information to serve the public interest and contribute to informed decision making in a democratic society. • We will preserve the integrity of the communication process. • We will be honest and accurate in all communications. • We will act promptly to correct inaccurate information for which we are responsible. • We will strive to depict only safe industry practices, unless the intent is for educational purposes. • We will use proper judgment when giving or receiving gifts by ensuring those gifts – including travel and accommodations – are appropriate, nominal, legal and infrequent. We promote fair competition among all communicators in order to protect an ethical climate and foster a robust business environment. • We will respect fair competition among professionals, organizations, and media outlets. • We will preserve intellectual property rights in the marketplace. • We will follow ethical hiring practices.
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Page 5 and 6: Roger Billings Sr. Manager of Creat
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Page 25 and 26: Amanda Smith Mesa, AZ Rob Stevenson
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Page 33 and 34: TOCA 2011-2012 Committees Strategic
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