Media engagement guidelines for ICE members

This guidance also covers members contributing to other organisations’ communications as an ICE representative; for example, writing a blog.  

This guidance should be read alongside other guides like the ICE Code of Professional Conduct and the ICE social media guidelines. 

Securing coverage in media outlets is fundamental to raising awareness of the ICE, its purpose, and the work of its members.  

Through media activity, the ICE can showcase members’ expertise, inform the public about infrastructure-related topics, and respond to questions raised about changes in the sector and other related news.

Sharing members’ expertise and insights can help shape the future of the sector. 

The benefits of engaging with media outlets are obvious, however, it’s important to understand how to engage appropriately as a misjudged comment can quickly damage individual and organisations’ reputations. 

Understanding best practice will help ensure that media activity doesn’t have a detrimental impact on you, your employer, or the ICE. 

Scope and eligibility

This guidance applies to all ICE members, whether trained spokespeople or those who have been approached by the ICE media team to share their expertise with the media. 

The ‘ICE media team’ refers to staff members responsible for coordinating media activity on behalf of the ICE. 

No ICE member should speak to or approach the media on behalf of the ICE without the oversight or invitation of the ICE media team. 

In this context, ‘the media’ refers to external platforms or publications including, (but not limited to):

• TV and radio stations, like national or local BBC channels, e.g. BBC Radio 4 or BBC Radio Leeds. 
• Newspapers, websites or magazines, like The Times, The Guardian, or Construction News. 
• External content sites e.g. YouTube channels like B1M. 
• Other charity or infrastructure related organisations, such as blog contributions. 
• Individual journalists working at any of these types or outlets, or other content creators, e.g. podcast hosts/producers.  

The ICE’s media team’s role

The ICE’s media team is responsible for promoting the work of the institution and its members in the media, and protecting the institution’s reputation. 

This includes: 

• Approaching and appointing spokespeople on behalf of the ICE. 
• Training ICE spokespeople so they are comfortable and effective representing the institution in the media. 
• Briefing ICE spokespeople ahead of media opportunities to ensure key messages and talking points align with the institution’s positions and maintain impartiality. 
• Vetting media opportunities. Not every outlet is created equally, and not every media opportunity is appropriate for the ICE to pursue. The media team assesses the value of each opportunity. 
• Working with partners like the National Engineering Policy Centre to coordinate announcements and/or responses to stories that impact the wider sector. 
• Monitoring coverage of the ICE in the media globally. This means if the ICE is mentioned in a news story, or by someone speaking to the media, the ICE’s media monitoring is likely to pick it up, whether or not the ICE media team was involved in securing the coverage. 

The media team is always looking for good opportunities for ICE spokespeople to speak to the media.

If you see a good opportunity, or if there is something you believe the ICE should talk about, inform the ICE media team.

The best way to do so is by emailing the central media team on [email protected], or by speaking to your region’s director or communications lead. 

Media platforms must be used responsibly

The media team will always work with ICE spokespeople to ensure they are comfortable and well-prepared to speak to the media. 

However, speaking to the media always comes with a degree of risk, so it’s still a good idea to remember some best practice guidelines. 

Regardless of which type of media outlet you are speaking to, or working with, the following guidelines will help you avoid common pitfalls: 

• If a journalist approaches you for an interview, comment, or information in relation to your ICE role, do not proceed without involving the ICE media team. The media team will assess the opportunity and advise how to handle it. 
• Don’t approach, call, or write to media outlets on behalf of the ICE or in any capacity as an ICE spokesperson without the oversight of the ICE media team.  
• Nothing is ever ‘off the record’. Anything you tell a journalist has the potential to end up being published. 
• Do maintain impartiality. The ICE is bound by Charity Commission rules and must remain impartial about political issues and independent from political parties. For these reasons, the ICE does not endorse or oppose political candidates or specific infrastructure projects. The only exception is when the ICE has called for, or recommended, a policy through its independent work, e.g., as a result of a green paper programme. This recommendation may then be an ICE talking point. The ICE media team will advise on appropriate talking points. 
• Don’t share information that isn’t public. Not all information that the ICE and its members are privy to is in the public domain. Consider the information you share about policies, client projects, etc. carefully. Be mindful of copyright and media permissions as well. Do not share ICE content with the media without checking with the ICE media team. (Exception: if the content has been published on the ICE website or on its social media channels, it is fine to share.)  
• Do not tell other organisations' communications teams or press offices about ICE media opportunities, or loop in other potential spokespeople, without asking the media team, as this could create a conflict of interest. (Exception: some ICE spokespeople must check with their own employer’s communications teams or equivalent before proceeding with a media opportunity on behalf of the ICE. This is fine and the ICE media team can handle the logistics.) 
• Do prepare adequately. No matter how much media experience you gain, you should never speak to the media casually. The ICE media team will always help you prepare ahead of any interaction with media. 
• Don’t promise other organisations or individuals that the ICE can support their work, endorse their project or report, e.g. with a quote in a press release, without checking with the ICE media team.  
• Don’t approach organisations or individuals about speaking to the media, e.g. by including a quote in an ICE press release, on behalf of the ICE without asking the ICE media team.  

Protecting the ICE’s reputation

Maintaining the ICE’s positive and respected reputation is vital.

Organisational reputations take years to build and represent the knowledge and expertise of many people.

Protecting public trust in, and the positive perception of, the ICE is essential.  

If a member purports to represent the ICE without prior agreement, as outlined in this policy, it may result in sanctions.  

Each incident would be handled on a case-by-case basis.

In the first instance, if members speak to the media without pre-agreement, this will be reported to the ICE director of communications and/or the ICE Trustee for Communications.

Repeated incidents could result in the member being reported to the ICE Professional Conduct Panel.