AW-22 — Communications, Brand and Stakeholder and Alumni Relationship Management

1. Purpose and scope

Purpose. To ensure that nothing leaves IoL under the MBRU or Dubai Health name without the approval those institutions require, that staff hear what they need on a predictable cadence, and that IoL holds one accurate, consented record for every external contact. The consequential point is the last one: WF-25 carries 30 OBEF points and cannot survey a graduate it cannot reach, and the CRM is where reachability is maintained between graduation and survey.

Scope statement. This procedure manages IoL external and internal communications from request to publication, and the stakeholder and alumni CRM from the creation of a contact record to its verification, suppression or deletion.

Applies to. Web and social content, newsletters, media enquiries and statements, use of MBRU and Dubai Health branding on any IoL material, internal communications, and CRM records for alumni, employers, placement supervisors, partners, community organisations and other external contacts.

Does not apply to. Institutional brand policy, press relations and crisis communications (MBRU); teaching and CPD content (WF-02, WF-21); survey design and administration (WF-25, WF-14, WF-06), which use the CRM but own their instruments; learner records (WF-07, AW-18).

2. Trigger, boundary and interfaces

3. Roles and accountability

Process owner. IoL Communications and Engagement Lead or equivalent [IoL to confirm].

[CONTROL] Segregation. No one publishes externally what they alone authored and approved; the approval sits with MBRU Communications for external content and brand use. Media responses come only from MBRU Communications. A CRM extract is released by the Administrator against a logged purpose, never pulled by the requesting workflow directly.

4. Procedure

A. External communications and brand

1. Request. The Content Owner submits the draft, channel, audience, date and any partner names or logos through the communications request log [IoL to confirm].

2. Check and route. The Communications Lead checks the draft against the brand guidelines, that any partner logo is permitted by the agreement on the AW-23 register, and that no personal data or learner image is used without consent under AW-16. Decision point. Internal-only content is approved by the Communications Lead; anything external, and any MBRU or Dubai Health branding for an outside audience, goes to MBRU Communications.

3. Approve. MBRU Communications approves, amends or declines within its own standard [IoL to confirm]. [CONTROL] The approval is filed with the content; a verbal approval is not an approval.

4. Publish. The Communications Lead publishes, records the date and link in the request log, and monitors responses for 5 working days. Corrections are published, not silently edited.

5. Handle media enquiries. Any media contact is passed to the Communications Lead and on to MBRU Communications the same working day. [CONTROL] No IoL staff member gives a statement or interview under the MBRU name without MBRU Communications' clearance.

B. Internal communications

6. Run the cadence. A staff bulletin at a fixed interval [IoL to confirm], a briefing after each management committee, and an all-staff meeting each academic period. Document changes go through AW-03; incident and continuity notices through AW-06 and AW-17.

C. Stakeholder and alumni CRM

7. Create one record per contact. On first contact, the Relationship Owner creates or finds the record in the CRM [IoL to confirm system]. Mandatory fields: name, organisation from the controlled list, role, contact type (alumni, employer, supervisor, partner, community, other), email, phone where consented, consent status and date, data source, and Relationship Owner. [CONTROL] A duplicate check runs before a record is saved; a second record for one person is merged.

8. Populate alumni records from graduation clearance. WF-10 captures a personal email, a mobile and a durable alternate contact at clearance, with consent to outcome tracking; the Administrator loads these within 10 working days of the graduation list, tagged with cohort and programme code. [CONTROL] No alumni record is created from a social network without the graduate's consent.

9. Normalise the organisation. Every employer, supervisor site and partner links to one entry on the controlled organisation list, maintained by the Administrator with WF-24 and WF-25; free text is not accepted. Decision point. A new organisation is added with its sector and type so that WF-14 and WF-24 classifications stay consistent.

10. Record consent and preferences. Consent status is one of: contact for stated purposes; OBEF outcome tracking (alumni); marketing only; no contact. Unsubscribes are actioned within 5 working days by suppression, not deletion, so the person is not re-added. [CONTROL] No bulk send goes to a contact whose consent status does not cover its purpose.

11. Maintain data quality. Bounces are flagged the same week and the Relationship Owner asked for an alternative. Each record shows last contact date and channel. Records with no contact for three years are reviewed for retention under AW-16 and AW-04.

12. Run the annual verification campaign. Every contact is invited once a year to confirm details and preferences, with the last five graduating cohorts prioritised; non-responders are followed up by the Relationship Owner. [CONTROL] The campaign is timed so the completeness figure is available 30 days before the WF-25 survey launch.

13. Release extracts. WF-25, WF-14 and WF-24 request extracts by cohort, contact type or partner. The Administrator logs purpose, fields, date and recipient, checks purpose against consent status, and releases through the channel agreed under AW-16. [CONTROL] The extract carries consent status per record; no one marked no contact may be contacted.

14. Report completeness. The Administrator reports the share of each graduating cohort with a valid, non-bounced email and consent to outcome tracking, against the 98% standard, to WF-25 and to AW-25.

Exception routes. Urgent statement outside hours: MBRU Communications' out-of-hours route [IoL to confirm]. Data subject request on a record: AW-16 leads and the record is frozen. Cohort below 98% at the 30-day check: targeted recovery, with the residual gap reported to WF-25 with reasons.

5. Service standards

6. Records, retention and controls

Key controls. (1) External content and brand use are approved by MBRU Communications with the approval filed. (2) Media statements come only from MBRU Communications. (3) One record per contact, duplicate checked. (4) Organisation always from the controlled list. (5) Consent status governs every bulk send and every extract. (6) Unsubscribe suppresses within 5 working days. (7) Extracts are released against a logged purpose. (8) Completeness is reported 30 days before the WF-25 launch.

OBEF touchpoint capture rule. Graduate contact data enters the CRM from WF-10 clearance capture, with consent, within 10 working days of the graduation list, and is verified annually. The 98% standard is measured on valid, non-bounced email with consent to outcome tracking, per cohort, 30 days before the survey launch, and the figure is reported whether or not it is met.

7. Performance measures

8. Change control