- PURPOSE
This regulation prescribes policies and
procedures for graphic design, video, audio and video conferencing,
multimedia, and broadcast activities for all agencies and staff offices
in USDA. The purpose is to ensure that the communications products of
USDA are produced in the most efficient and cost effective manner and
provide the public with accurate and timely information. This regulation
takes precedence over any agency regulations that are in conflict with
the policies and procedures described herein.
- SPECIAL
INSTRUCTIONS/CANCELLATIONS
This regulation supersedes DR 1470-001, “Policy
for Visual Communication Standards” and DR-1490-001, "Broadcast
Media and Technology Policy."
- POLICY
The policy of USDA is to use print, exhibits, electronic/digital media, video,
audio and video conferencing, radio, and new and emerging technologies in
the most efficient and cost effective manner to communicate information
about USDA and its programs to various audiences including farmers and
ranchers, land-grant universities, agribusiness groups, the general
public, and others. This policy also includes the application of
standards to all information products regardless of media.
The Creative Media and Broadcast Center (CMBC), Office of Communications,
oversees, directs, coordinates, produces, and/or contracts for graphic
design, video, audio and video conferencing, multimedia and broadcast
activities of regional, national, and international importance for USDA
and its agencies and staff offices to ensure that products are produced
and disseminated in the most efficient and cost effective manner.
All graphic design, video, audio and video conferencing, multimedia and
broadcast services will be acquired using the principle of least cost to
the taxpayer when all costs are considered regardless of funding means
and operational procedures, as well as other appropriate contract
evaluation criteria. As a Working Capital Fund (WCF) activity center at
USDA, CMBC will recapture operational costs for hours worked on product
development and production as defined by the WCF operation.
All work will be performed in accordance with the
Department’s Visual Management Manual, Visual Management Guides, and other
guidance issued by the Office of Communications.
4.
AUTHORITY
The
Director of the Office of Communications established this Departmental
Regulation pursuant to the authorities delegated at 7 CFR 2.36.
5.
APPLICABILITY
AND SCOPE
This regulation applies to all agencies and staff
offices of the USDA.
This regulation applies to all graphic design, video, audio and video conferencing,
multimedia and broadcast activities and all information products, regardless
of media or production technology, developed to provide information to the
public on topics of regional, national, or international significance. Information
products may include, but are not limited to, video and audio products, static
and interactive presentations, educational/advertising campaigns, print
materials, exhibit/dimensional products, signage, visitor centers, electronic/digital
materials, and products intended for distribution via the Internet.
6.
RESPONSIBILITIES
a.
The
Director, Office of Communications, will:
(1)
Exercise final review and approval of all public
information material prepared by the Department and its agencies and select
the most effective method and medium for distributing information to the
intended audience.
(2)
Determine policy, procedures, and standards for
the development of Department and agency strategic communications plans and
provide centralized communication strategies for the Secretary and agencies,
including the creation, production and oversight of communication products.
(3)
Provide
overall leadership, coordination, and centralized operational direction for
USDA and agency communication activities using graphic design, video, audio
and video conferencing, computer-based multimedia and radio so that materials
and messages effectively support USDA policies and programs in the most
efficient and cost effective manner.
b.
The Audiovisual
Manager will:
(1)
Provide
general oversight, leadership, and coordination of audiovisual activities for
the Department. The Director of the Creative Media and Broadcast Center
serves as the Audiovisual Manager.
c.
The Creative
Media and Broadcast Center will:
(1)
Maintain
a capability for in-house development of a variety of print, digital, and
dimensional products; videos; radio/TV features; public service announcements
(PSAs); multimedia content; and audio and video conferencing. Such capability
includes, but is not limited to, graphic design, video production and
direction, sound recording, multimedia design/production, etc. The center
procures and maintains appropriate equipment and assets to perform these
tasks, including but not limited to stock footage library, graphics,
animation, music library, and a production studio.
(2)
Contract
for graphic design, video, audio and video conferencing, multimedia and
broadcast services when deemed necessary. Contracted services may include,
but are not be limited to, directing, copy writing, script writing, translations,
graphics, illustrations, actors, narrators, original music, captioning, and
specialized production or fabrication services.
(3)
Provide
services and equipment needed for production of live teleconferences and news
conferences, including satellite uplinking and downlinking, compressed videoconferencing, audio and
video Web streaming.
(4)
Provide
services and equipment needed for the design and production of a broad range
of information products including presentations, educational/advertising
campaigns, print materials, exhibit and dimensional products, and
electronic/digital materials.
(5)
Use
Federal Supply Schedules and other approved sources for mass videotape and
multimedia (CD, DVD, etc.) duplication.
(6)
Recapture
operational costs for hours worked on print and exhibit design and
production, video and audio production, multimedia design and production, and
audio and video conferencing as prescribed for working capital fund units.
(7)
Review
and approve agency acquisitions of any video or audio production equipment
costing $10,000 or more.
(8)
Provide
cost estimates for graphic design, video, multimedia and teleconference projects
and provide periodic updates on actual expenses.
(9)
Establish
and maintain a library of master tapes or files representing every video
produced by CMBC. A duplicate master may be kept by the sponsoring agency.
After five years, CMBC will coordinate transfer to the National Archives.
(10)
Provide
content for USDA's Video Network that includes an Employee Informational
Channel and provides off-air and cable TV news channels for live viewing by
selected locations throughout the USDA Washington downtown complex and
Washington area offices connected to CMBC.
(11)
Operate
and maintain the Department's on-line "streaming server" and
provide leadership and guidance to the Department in such use.
d.
Agency Administrators
and Staff Office Heads will:
(1)
Ensure
that graphic design, video and audio production, multimedia, broadcasting,
and audio and video conferencing activities occurring in their respective
agencies and offices comply with USDA regulations.
(2)
Ensure
that graphic design, video and audio production, multimedia, broadcasting,
and audio and video conferencing planning in headquarters and field offices
is done in cooperation with the CMBC Director.
(3)
Ensure
that broadcast-quality video products and footage originating in agency and
staff offices, whether at headquarters or in field offices, is made available
to CMBC for inclusion in USDA’s centralized video repository for possible use
in other USDA video efforts.
(4)
Work
with the CMBC Director in complying with the policies for centralized
leadership and acquisition for graphic design, video and audio production,
multimedia, broadcasting, and audio and video conferencing services.
(5)
Direct
staff to consult with CMBC on the planning and production of all print,
digital, and dimensional products, videos, multimedia productions, and
teleconferences of regional, national, and international importance.
(6)
Direct
staff to meet with CMBC staff on each proposed project to formulate budget
and to discuss project specifics such as medium, format, audience, purpose
and message. Complete and submit form AD 652: Request for Creative Services,
to initiate work with CMBC.
(7)
Furnish
qualified technical advisors or information experts to counsel CMBC regarding
agency policies and technical accuracy of subject matter depicted in print,
digital and dimensional products, videos, multimedia productions, broadcasts
and teleconferences.
(8)
Direct
staff to organize information content per information product, allowing for
adequate planning, scheduling and production time to reduce costs to the
taxpayer.
(9)
Direct
staff to provide CMBC with fully edited and cleared manuscripts from the Office
of Communication’s Brand, Events, Exhibits and Editorial Review Division
prior to initiating print design and production.
(10)
Direct
staff to provide CMBC with cleared and approved photography from Office of
Communication’s Photography Services Division prior to initiating product production.
(11)
Direct staff to complete the review for accuracy
of all text in all information products, regardless of media, submitted by
CMBC, within the timeframes agreed upon, to maintain the already approved
production schedules and avoid incurring additional charges to the agency for
change orders, including schedule changes, author’s alterations, and
modifications to contracts already finalized.
(12)
Provide
sufficient funding and adequate production time per information product to
ensure final product meets all applicable access requirements (including
Architectural Barriers Act of 1968; Uniform Federal Accessibility Standards;
Architectural and Transportation Barriers Compliance Board guidelines; and
Americans with Disabilities Act of 1990, Section 508: Electronic and
Information Technology Accessibility Standards; and other access laws,
standards, or guidelines).
(13)
Present
a strategic communication plan or phase thereof to the Director of the Office
of Communications at the beginning of each fiscal year. Meet with the CMBC
Director in the last quarter of a fiscal year and review projected service requirements
for the coming fiscal year.
(14)
Obtain
written prior approval from the OC Director on promotions and new
appointments at any grade level in any visual information, video or broadcast
positions before personnel action is initiated. Visual information positions
are predominantly covered under Job Series 1084, visual information
specialist. Video positions are predominantly covered under Job Series 1071, audiovisual
production specialist.
(15)
Ensure
that Government employees will not appear as actors in Government
productions, except as permitted by OMB Circular No. A-130.
(16)
Obtain
written prior approval from the Director, CMBC for all proposed
purchases of video and audio equipment costing $10,000 or more. Requests
for exemption should be made in writing.
(17)
Grants
and cooperative agreements should not be used for the procurement of
multimedia and broadcast materials or services.
(18)
Request
an exemption from the Director, CMBC, to use Government Schedules or other
contracting mechanisms set up by USDA or other agencies such as GSA to create
multimedia or broadcast products with a value of over $25,000. Requests for exemption should be in
writing.
(19)
Request
an exemption from the Director, CMBC, to use Government Schedules or other
contracting mechanisms set up by USDA or other agencies such as GSA to create
print, digital, and exhibit/dimensional products with a value of over $25,000. Requests for exemption should be in
writing.
(20)
Ensure
contract evaluation boards for education/advertising campaigns, visitor
center, or similar scope exhibit design and/or fabrication projects including
signage include a CMBC member or appointee.
(21)
If building
construction contracts include visitor-center exhibit design and fabrication,
ensure that the specifications for the visitor center related work are
reviewed by CMBC staff prior to award.
- DEFINITIONS
Costs. Costs include
personnel, material, and equipment, related overhead expenses as defined by
the Working Capital Fund (WCF) board, as well as costs to expedite production
of any or all of the elements of a project due to slippages in schedule.
Audiovisual Manager. USDA's chief officer to manage the
Department's audiovisual production and to provide general oversight,
leadership, and coordination of audiovisual activities. The Director of the Creative
Media and Broadcast Center serves as the Audiovisual Manager.
Graphic Design. The art or profession of visual
communication using various methods to combine images and words to create a
visual representation of ideas and messages to convey information to an
audience, especially to produce a specific effect.
Multimedia. The combination of audio, video, graphics, and
animation using various methods to convey information to an audience,
especially to produce a specific effect. Multimedia can be distributed in
many forms, including, but not limited to, CD, DVD, Flash, internet, computer, etc., and emerging technologies.
Audio and video conferencing. Electronic communication
among three or more people at two or more sites. This can be either through
telephone line or satellite transmission.
- RESTRICTIONS
a.
Influencing
Legislation. USDA graphic design, video, audio and video conferencing,
multimedia and broadcast activities and products may discuss the pros and
cons of issues even after the issues have been introduced in bill form before
either or both Houses of Congress. However, at no time will the materials
produced be used for publicity or propaganda or to "lobby" by
soliciting direct support of pending legislation. Also, care must be taken
not to be in the posture of "selling" pending legislation. Every effort
must be made to be sure content of print, exhibit,
digital/multimedia, video, audio, and broadcast products provide information
in as unbiased a manner as possible.
b.
Endorsement,
Commercial References, and Use of Brand Names. USDA's policy is to avoid
endorsement, directly or indirectly, of any commercial enterprise or product
whenever possible. However, it is recognized that occasions may arise when
mentioning or picturing specific commercial enterprises or products is in the
public interest or is difficult, if not impossible, to avoid. These occasions
must be fully justified.
- USE OF PRIVATE SECTOR
a.
Use of
Private Commercial Sources. CMBC will contract to the private sector as
needed for overflow work or for services not available in-house.
b.
CMBC
will consult with agencies to determine when graphic design, video, audio and
video conferencing, multimedia and broadcast products and services need to be
procured in part or total. Such products and services will be procured by CMBC
in accordance with OMB Circular A-76 and Office of Procurement and Property
Management (OPPM) policy guidance.
- EXCEPTIONS
Any exceptions or variations to any part of these regulations must be
requested in writing and approved prior to project initiation by the Director,
Office of Communications.
- PLANNING OF INFORMATION
MATERIALS
In planning the development of information materials, agencies will confer
with the CMBC Director or his/her designee. Consideration will be given to alignment
with the agency strategic communications plan and/or the Department's
strategic communications objectives, cost effectiveness of proposed venture,
desired objectives, adaptability of subject matter to the selected medium,
distribution, shelf life, audience size, and coordination with other forms of
communication. Agencies will schedule production needs with CMBC with as much
advance notice as possible.
- OWNERSHIP OF ORIGINALS
The original materials embodying works of authorship produced to fulfill the
requirements of a given project and for which USDA and agency funds are use wil become the property of the Federal Government and
will be under the care and management of CMBC.
Copyright protection is not available for works prepared
by an officer or employee of the U.S. Government as part of that person’s
official duties, but the Government is not precluded from receiving
copyrights from an outside source.
When copyrighted subject matter is to be reproduced
or otherwise used, rights of sufficient scope must be obtained to
permit USDA to fulfill all program requirements. A copyright notice should be used with
copyrighted subject matter included in an information product.
- RECORDS MANAGEMENT
REQUIREMENTS
Nothing in this regulation will be construed as exempting the filing,
controlling, and scheduling of official record copies of visual and
audiovisual materials and documents from applicable records management
requirements.
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