1600 | Media Relations Policy

Policy Manager: Vice President of Enrollment Management and Marketing

Introduction

Cleveland Institute of Art's Marketing + Communications office is responsible for media relations—developing strategies, disseminating news and responding to requests—and is both the designated point of contact and official source of CIA news and info for media outlets. 

Marketing + Communications should be contacted as soon as possible when students, faculty or staff are approached by members of the media, which includes but is not limited to representatives of newspapers, magazines, TV, radio, newsletters and online publications.

The media-relations work of Marketing + Communications is twofold. It strives to raise media visibility for CIA by promoting the successes of its students, faculty, staff, alumni and leaders. It also serves to protect the College's reputation as well as the privacy and position of its students and employees. 

A coordinated approach to this work helps ensure effective media relations that help CIA fulfill its mission and strengthen public support.

Issues with College-Wide Impact

CIA's President + CEO, Senior Director of Marketing + Communications and Director of Communications + Media Relations serve as official spokespersons for the College. They are authorized to speak to media regarding issues that have a College-wide impact, which include but are not limited to:

• campus crises or emergencies
• legal issues
• personnel issues
• issues related to College integrity, such as ethics

If a media inquiry is made regarding one of these topics or another issue with College-wide impact, direct journalists to Marketing + Communications. Doing so helps ensure that only accurate, factual information is released. Incorrect or incomplete information could be detrimental to the College, employees and students.

As of September 2026, such inquiries should be directed to:

• Mike Butz, Director of Communications + Media Relations: [email protected] and 216.421.7404
• Valerie Szepiwdycz, Senior Director of Marketing + Communications: [email protected] or 216.421.8024

Depending on the specific circumstances, Marketing + Communications may work with the President + CEO to designate another member of the CIA community to serve as spokesperson on a particular issue.

When applicable, Marketing + Communications may convene CIA's Public Response Task Force and follow outlined protocols for institutional statements.

Other Media Inquiries

CIA faculty and staff are experts in their fields and can often offer meaningful insight into alumni successes, art and design trends, and more. It's with those factors in mind that CIA's media-relations efforts regularly involve making employees available for comment for stories that do NOT pertain to issues of College-wide impact. 

If a journalist contacts an employee directly, that employee is required to connect the journalist with Marketing + Communications before moving forward. This can be particularly important if follow-up questions are asked at a later date or if a journalist needs photos or official College stats.

By notifying Marketing + Communications, faculty and staff also ensure they have a partner in the process. The office is willing to help employees prepare for such interviews and can help navigate the logistics of setting up an interview. And, if there's any question, Marketing + Communications can work to determine whether a media outlet or journalist is legitimate and ethical.

Responding to Media

When contacted by media, and if the situation allows, CIA faculty and staff are encouraged to be prompt, helpful and honest in connecting journalists with Marketing + Communications. 

All contacts from the media should be returned as soon as possible because journalists often work on tight deadlines. Alternatively, faculty and staff can simply forward an email or voicemail to Marketing + Communications to handle ASAP.

It's important to remember that when employees respond to media, they will be seen as representing and speaking on behalf of CIA. To help guide employee responses, here are examples of how to best respond to media:

• If a journalist reaches out by phone or email seeking your comments for an article related to an issue of College-wide impact: "I'm not authorized to speak on behalf of CIA but can connect you with our Marketing + Communications team." 
• If a journalist reaches out for an expert opinion on a matter related to your role/title at CIA and you're interested in participating in the interview: "I'd like to participate but first need to connect with CIA's Marketing + Communications office."
• If a journalist reaches out for an expert opinion but you prefer not to participate: "I prefer not to speak on that topic but can connect you with CIA's Marketing + Communications office to help identify an alternative CIA source."
• If a journalist or news team arrives on campus unannounced: "Please wait here while I contact CIA's Marketing + Communications team."   
• If a news team ask to access a non-public part of the College such as classrooms, studios and/or residence halls: "I don't have authority to grant access to this area of the building and I've been instructed to contact CIA's Marketing + Communications team." 

It's important to note that when a journalist or media outlet has coordinated with Marketing + Communications in advance of their visit to CIA, they will be accompanied by a member of the Marketing + Communications team or designated proxy.

Approval Authority: CIA Cabinet

Adoption and Revision History