Allegany County Library System 

Communications Policy 

September 8, 2026

1.     Introduction

1.1 Purpose

The purpose of this communications policy is to provide library staff and Board of Trustees with the tools and strategies to handle communications. This describes policies and procedures for communicating with key stakeholders. The policy identifies media relations and communications issues as well as procedures for identifying and handling a variety of potential situations.

1.2 Communications objectives

1.2.1 To support the Allegany County Library System (ACLS) mission, vision, values and brand.

1.2.2 To be proactive in anticipating potential communication inquiries, assessing situations and responding in the appropriate manner.

1.2.3 To communicate accurate, timely facts to key internal and external stakeholders, including the media, and to minimize rumors.

1.2.4 To preserve library integrity and reputation and ensure stakeholder confidence in the system.

2.     Communication Team roles and responsibilities

2.1 Communications Team

The communications team is responsible for gathering and disseminating information to external audiences, including the media. The team should include the Executive Director and other members of the ACLS administration; the Director of Advancement and Engagement, their direct reports and others involved directly with the topic. Technical consultants – security, financial/payroll, legal and IT experts – will also be consulted, as appropriate.

The communication team is responsible for developing (or coordinating the development of) all messaging and communications materials, briefing the library administration on communication requirements and developments, managing media inquiries and requests for interviews, serving as a designated spokesperson or preparing others to serve as designated spokespersons.

2.2 Designated Spokesperson

In most cases, the designated, primary spokesperson will be the Executive Director, Director of Advancement and Engagement, or other spokespersons as designated by the Executive Director.

The official spokesperson(s) will be charged with speaking to the media, providing consistent and accurate messages as well as working with public information specialists from other affected agencies, such as law enforcement, fire, state, county and towns. Only the Executive Director and the Director of Advancement and Engagement may speak to the media as a representative of the library without explicit permission. All staff and board members should know where to send inquiries.

Spokesperson(s) should be:

• Comfortable with reporters and in front of TV cameras;
• Credible with media;
• Knowledgeable about the library
• Articulate, credible, sincere and calm

2.3 Requests for Interviews from branch staff

In the event of a communication inquiry or interview request, all media requests will be routed to the Director of Advancement and Engagement for approval. The Advancement and Engagement Department will help prepare staff for interviews with taking points and keep track of media interview requests and interviews, and arrange logistics for press briefings as needed.

2.4 Board of Trustees

The Executive Director and President of the Board of Trustees, consulting with the Director of Advancement and Engagement, shall determine the possible communications and media roles of any members of the Board of Trustees. At times, it may be appropriate for the President of the Board (or a designee) to make a statement to the media. That statement should be carefully crafted and rehearsed in coordination with the communications team.

2.5 Legal counsel

Depending on the nature of the situation and potential legal consequences, the communications team may include legal counsel. Legal counsel may want to review press releases and other materials before they are publicly released. It’s important to balance the legal considerations with the public’s right to know and the media’s demands for accessibility.

3.     Advocacy and Social Media

3.1 Advocacy

As a non-profit organization, the Allegany County Library System must be cognizant of the line between advocating for the library and lobbying for the library, which is narrowly restricted. Nonprofits must limit the use of tax-payer dollars to influence policy and governing bodies in decision making. The Director of Advancement and Engagement, the Executive Director, and the library administration will manage advocacy strategies.Staff interested in assisting to plan advocacy activities should contact the Executive Director or the Director of Advancement and Engagement.

3.1.1 Advocacy Activities

Advocacy activities including, but are not limited to:

• talking points when speaking to patrons and others in the community about the library’s budget requests
• letter writing campaigns,
• meeting with local elected officials,
• social media posts.

3.2 Social Media

Library workers are often recognized beyond their libraries as community helpers and leaders, and what they post on their personal social media accounts may be associated with their professional position regardless of their intention. If ACLS staff identify their employment at the Allegany County Library System on a personal social media account, they are encouraged to have a disclaimer in their bio or profile stating that the content found on their personal account is representing their personal opinions and views rather than library system opinions and views, for example, “Tweets my own” for a Twitter bio.

Employees may still be subject to discipline if their social media activity leads to complaints, disrupts the work environment, or conflicts with established expectations around professionalism and conduct. Please see the ACLS Social Media Policy for more information about appropriate staff conduct on social media.

3.3 Personal Social Media Engagement and Messaging

Staff may occasionally be tagged, mentioned, or contacted on personal social media accounts in connection with library-related groups, discussions, or questions (for example, community advocacy groups, Friends groups, or other public inquiries). While staff may feel compelled to respond, they are strongly encouraged to:

• Direct inquiries or corrections to official library channels whenever possible (official library website, social media, email, or phone).
• Avoid engaging in extended debates or repeated exchanges on personal accounts that could become contentious or draining.
• Refrain from giving the appearance of representing the Allegany County Library System unless explicitly authorized.
• Recognize that direct messaging about library business from personal accounts is strongly discouraged and should occur only in rare or unavoidable circumstances.

Staff engagement on personal accounts is voluntary, and employees will not be penalized for declining to respond. The Library System values staff safety, morale, and boundaries while maintaining transparent communication with the public.

4.     Photography

4.1 General Photography

The Allegany County Library System prides itself on providing a safe and enjoyable experience to all its users. The library also recognizes that there are times when the need to capture a permanent image of an event is important. Attendance at programs and events sponsored by the library may be recorded through photography and/or video. The library frequently uses photos of patrons and staff in its publications and social media to promote the value, and use of, library products and services, and to advance the mission of the library. Library buildings are public spaces and entrance into the library constitutes permission to be photographed.

4.2 Patron Privacy

To retain the privacy of patrons, volunteers, and staff, the following guidelines are expected to be adhered to in regards to photography within the library.

• A photo release statement will be displayed at all library locations.
• Patrons have the right to decline being photographed and are responsible for informing library staff and/or photographers as soon as possible during each event/visit. The Library will make reasonable efforts to accommodate requests, but cannot guarantee avoidance in crowd settings or public spaces.
• Library users and staff can request any images of themselves or family members to be removed from library publicity, within reason.
• Staff members have the option to opt out of certain uses of their image with a written request to Human Resources. Please see the staff media opt-out procedure.
• Photo release forms are not needed for large groups or adults. For the purpose of this policy, the library defines large groups as 4 or more people.

4.3 Photography of Small Groups or Individuals under 18

• For the purpose of this policy, the library defines small groups as 3 or less people and children as persons under the age of 18.
• Children:
  • Image Release form needed if subject is under 18 and is featured and clearly identifiable

4.4 News Media Photography

• The library has a working relationship with news media reporters who are doing stories that directly involve the library. Advance notice for media photography or filming must be directed to the Director of Advancement and Engagement. News media personnel will be responsible for obtaining permission of patrons and/or staff being photographed or filmed. The library is not responsible for obtaining permission.

4.5 Public Photography

• Members of the public may independently take photographs in public areas.
• For guidelines and permission see Internal and External Use of ACLS Logo, Branding, and Images below.

5.     Use of Artificial Intelligence in Library Communications

The Allegany County Library System recognizes that artificial intelligence (AI) can be a valuable tool for improving efficiency, accessibility, creativity, and productivity in communications and marketing when used responsibly and ethically. AI may be used in a limited way to assist with tasks such as brainstorming ideas, editing text, generating captions, improving accessibility, and other routine communications functions.

6.     Internal and External Use of ACLS Logo, Branding, and Images

The library logo and branding represent the identity, values, and services of the Allegany County Library System. To ensure consistency and protect the integrity of our brand, the following guidelines apply to both internal and external sources when using the library’s logo and branding:

6.1 Authorized Use

• Only authorized personnel and approved partners/vendors may use the library’s logo and branding for official purposes.
• Affiliated organizations must seek prior approval from the Director of Advancement and Engagement before using the logo or branding materials.

6.2 Logo Usage

•  The library logo should be used in its original form without any alterations, unless approved by the Director of Advancement and Engagement.
•  Proper spacing and clear visibility should be maintained around the logo to ensure its legibility and intact. Please see the ACLS Brand Guide.
•  The logo should not be distorted, stretched, or modified in any way that compromises its visual integrity.

6.3 Branding Materials

• Use of the library’s official fonts, colors, and design elements should align with the established brand guidelines in the ACLS Branding and Writing Guides.
• Library-related promotional materials, including brochures, banners, digital assets, and signage, should adhere to the library’s branding standards.
• External organizations and partners must request permission before using the library’s branding materials for joint promotions or collaborations.

6.4 Protection of Intellectual Property

• The library’s logo and branding are protected intellectual property. Any unauthorized use, reproduction, or modification of the logo or branding materials is strictly prohibited.
•  All copyrights and trademarks associated with the library’s logo and branding materials are owned by the Allegany County Library System and should be acknowledged accordingly.

6.5 Logo and Branding Guidelines

• Detailed guidelines on the library’s logo usage, branding materials, and visual identity are available for reference in the ACLS Brand Guide. These guidelines should be followed when incorporating the library’s logo and branding into any internal and external materials or communications.
• By adhering to these guidelines, we can ensure a consistent and professional representation of the Allegany County Library System’s identity and reinforce our commitment to quality service and community engagement. For any inquiries or clarifications regarding the use of the library’s logo and branding, please contact the Director of Advancement and Engagement.

6.6 Use of Library Name, Logo, and Likeness

• The Allegany County Library System’s name, logo, branding elements, and images of library facilities may not be used by outside individuals or organizations in a manner that implies sponsorship, endorsement, or official affiliation with the Library System without prior written permission.
• This includes, but is not limited to, use in logos, promotional materials, websites, social media, fundraising efforts, or merchandise.
• Photographs or illustrations of library buildings or interior spaces that are owned or commissioned by the Library System may not be reproduced or repurposed without authorization.
• Organizations using library spaces or collaborating on programs must clearly indicate when activities are independently organized and not officially sponsored by the Allegany County Library System.

6.7 Use of Library Images and Photography

• Photographs, videos, and other visual media created by or for the Allegany County Library System—including images published on the library’s website, social media accounts, marketing materials, and digital platforms—are the property of the Allegany County Library System unless otherwise noted.
• External individuals, organizations, or media outlets may not reproduce, distribute, modify, or republish library-owned images or videos in print or digital publications, websites, social media, promotional materials, or other communications without prior written permission from the Director of Advancement and Engagement.
• Permission must be obtained regardless of whether the image is publicly accessible or credited to the Library System.
• Approved use may require attribution, limitations on context or duration of use, or inclusion of a disclaimer stating that the organization is not affiliated with or endorsed by the Allegany County Library System.
• Images taken inside library facilities or during library programs may not be used for commercial, promotional, or organizational purposes without authorization.