Social Media Policy

This policy is for PVRI staff, Trustees, Social Media Ambassadors, and Social Media Champions (named volunteers with specific remits to promote PVRI on social media). Section 1 provides an introduction, section 2 covers the use of personal social media accounts as a representative of PVRI, and section 3 covers the use of PVRI-owned accounts. Please read and follow the standards in the section relevant to you before engaging on social media.

This policy will be reviewed annually by the Head of Comms and Marketing.  

1. Introduction

1.1 What is social media, why do we use it and what for? 
Social media is the collective term for web-based tools and applications that enable users to create, share and interact with content (words, images, graphics and video) and network with each other by sharing information, opinions and knowledge. Social media helps us to:

• build, support and engage an online PH community  
• grow and engage our membership  
• develop our relationships with partnerships
• strengthen our brand reputation and awareness  
• promote PVRI events, elearning opportunities and engage in PH conversations
• share our news, celebrate our successes and promote fundraising activities
• advertise job and volunteering opportunities  

Building an engaged online community can significantly increase long-term support for PVRI. Social media guidance from the Charity Commission (September 2023) conveys how social media can be a highly effective way for a charity to engage its audiences and communicate its work.  

1.2 Why do we need a social media policy?
Social media is a fast-moving online world where nuance and context can be easily lost. While it brings PVRI to a wider audience, it can also present significant risks—reputational, legal, financial, and more. We want to ensure that you represent PVRI in the best way possible and mitigate any risks to yourself and to our charity.  

1.3 Application, access and use 
The difference between a personal and professional opinion can also be blurred on social media, particularly if you're discussing issues relating to PVRI's work. Comments made on social media are subject to the same laws as other kinds of publication in the public domain. Failure to comply with this policy could damage PVRI's reputation and put our people at risk.  

A breach of the standards in this policy may result in disciplinary action for staff or in volunteer sanctions. If you are unsure whether something you propose to do on social media might breach this policy, seek advice from the Head of Comms & Marketing or the CEO before acting. You are also reminded of PVRI’s general Code of Conduct, which applies to your conduct on social media. 

2. Using your personal social media account 

Personal social media use can sometimes be attributed to PVRI by the nature of your association with us. The following ten standards do not intend to inhibit personal social media use but instead to avoid situations in which conflict may arise. When online in a personal capacity, you might see opportunities to support PVRI. Where appropriate, we encourage you to do this as it increases our brand visibility; however, please take care to think about PVRI's brand reputation. If your personal social media account is not professional or appropriate for our audiences, please do not use it to amplify or promote PVRI, as it brings risks to you and to us. If you are unsure, please seek advice from the Head of Comms & Marketing before acting.  

2.1 Ten standards to follow when using your personal social media account

2.1.1 Separate your personal views 
If you are using your personal social media accounts to promote and talk about PVRI's work, make it clear when you are speaking for yourself and not on behalf of PVRI by using a disclaimer such as “Views are my own”. 

2.1.2 Avoid posting anything that might be construed as contrary to, or conflicting with, PVRI’s vision, mission, or values 
Be aware of your association with PVRI and ensure your profile and related content are consistent with how you wish to present yourself to our stakeholders. If you are a leading figure for PVRI, be extra cautious, as your communications can impact PVRI’s reputation. 

2.1.3 Discuss risks and conflicts of interest 
If you have concerns about potential risks or conflicts of interest on your personal social media accounts, discuss this with the Head of Comms & Marketing or the CEO. 

2.1.4 Refer press enquiries 
If the press contacts you about your social media posts related to PVRI, talk to the Head of Comms & Marketing as soon as reasonably feasible before responding. 

2.1.5 Keep your political activity separate  
If you are politically active, clearly separate your personal political identity from PVRI to avoid potential risks and conflicts of interest.  

2.1.6 Avoid using PVRI branding 
Never use PVRI's logos or branding unless requested and approved by the Comms & Marketing Team. If permission has been granted, all content created must adhere to our brand guidelines and be approved by the Comms & Marketing Team. 

2.1.7 Stay safe online 
There may be times when you could be subject to unpleasant or abusive comments on social media directed at PVRI, our work or our people. If you experience this, consult with our CEO as soon as possible. Be vigilant regarding suspicious content or links, and do not reveal personal, confidential, or sensitive information about staff, members, volunteers, or supporters of PVRI. Be wary of fake accounts that may claim to be PVRI and immediately notify the Head of Comms & Marketing if you suspect this. If you see content that is controversial or misrepresented, please highlight this to the Head of Comms & Marketing, who will respond as appropriate. 

2.1.8 Do not knowingly post inaccurate information 
Be cautious of AI-generated content as it may not be accurate. If you have posted inaccurate information linked to PVRI, promptly acknowledge it on your post and correct it, and let the Head of Comms & Marketing know. 

2.1.9 Link to online references and original source materials directly 
If you are referencing PH or PVD materials in your post, be sure to add a direct link to the original source to verify its accuracy.  

2.1.10 Ensure your activity does not harm PVRI or others 
If you become aware of any comments online that may harm PVRI or its people or escalate into a crisis, whether on PVRI's social media channels or elsewhere, speak to the Head of Comms & Marketing immediately. It is the responsibility of all of us to report comments that could have serious implications for PVRI or our people. 

3. PVRI-owned social media channels

3.1 Which social media channels does PVRI use? 

• LinkedIn: linkedin.com/company/pulmonary-vascular-research-institute This account is used to connect with others and promote PVRI’s news, events and learning and the work of our members and partners. It has a mid-level reach with high engagement. Its audiences are PVRI members, leads, partners, and other stakeholders.
• X: x.com/PVRI This account shares news, events, and learning and encourages people to participate in our work. It typically has a mid-level reach with high engagement. Its audiences are PVRI members, leads, partners, and other stakeholders.
• Bluesky: bsky.app/profile/pvrinstitute.bsky.social This is being launched in April 2025.  
• Dormant accounts:
  • Facebook: facebook.com/pulmonvasc This account is being deactivated in April 2025
  • YouTube: youtube.com/@PVRInet This account is dormant. It has been used to share PVRI videos. Consideration is currently being given as to whether to invest in this channel or close it down. It has a few followers only from many years ago

3.2 Who has permission to publish to PVRI-owned channels?
Our Comms & Marketing Team is responsible for publishing, monitoring, and managing PVRI-owned social media channels on a day-to-day basis. If you have questions about any aspect of these channels, please speak to them. No other person is permitted to access the accounts or post content on PVRI-owned channels without the permission of the Head of Comms & Marketing.

3.3 Standards to follow when posting on PVRI-owned social media accounts
Be aware of your association with PVRI and ensure your profile and related content are consistent with how you wish to present yourself to our stakeholders. If you are a leading figure for PVRI, be extra cautious, as your communications can impact PVRI’s reputation. 

3.3.1 Be an ambassador for our brand
All posts should reflect PVRI’s values, be in our tone of voice, and adhere to brand guidelines. 

3.3.2 Check facts and be honest
Do not automatically assume that material that is shared or included in any post is accurate and take reasonable steps where necessary to seek verification – for example, by checking data/statistics and being wary of photo manipulation. AI can be a valuable tool for supporting our communications activities, however, please ensure that all AI-created content is accurate, adheres to our brand guidelines and complies with legal and regulatory requirements. If you've made a mistake and shared or posted inaccurate information, don't be afraid to admit it. But think first about how to manage any risk to PVRI and our brand in doing so by consulting with the Head of Comms & Marketing to craft the response.

3.3.3 Confidentiality and defamation
All communications on social media must not breach confidentiality, for example, information meant for internal use only or information that PVRI is not ready to disclose yet, such as an embargoed news story or partner funding. Please refer to our Confidentiality Policy for further information. Defamation is when a false statement that is damaging to a person's reputation is published in print or online. Do not bring PVRI into disrepute by making defamatory comments about individuals or other organisations or groups.

3.3.4 Consent and Copyright Law
You must abide by copyright laws under the Copyright, Designs and Patents Act 1988 when representing PVRI. Never use or adapt someone else's images or written content without permission. Failing to acknowledge the source/author/resource citation, where permission has been given to reproduce content, is also considered a breach of copyright. You must ensure PVRI has the appropriate consent before posting content involving videos, photos, or personal identifiers.

3.3.5 Emotive topics  
PVRI may be involved in issues that provoke strong emotions. The emotive content we share on social media can engage our audiences and help us achieve our communications goals, but it is not intended to upset our audience. Please plan appropriately and consider potential reputational risks to PVRI and how our readers may respond to it. 

3.3.6 Fundraising
Our social media platforms play a key role in our fundraising efforts and engaging with our donors. CEO agreement is needed before using our social media channels for fundraising purposes, and please always adhere to our Ethical Fundraising & Sponsorship Policy. 

3.3.7 Know what to do in a crisis
If a complaint is made on our social media channels, seek advice from the Head of Comms & Marketing or the CEO before responding. Sometimes, issues can arise on social media which can escalate into a crisis and risk serious damage to PVRI's reputation. Examples might include someone posting allegations about us, accusatory comments on our posts, issues arising with partner organisations, staff or volunteers, or offensive posts sent from PVRI’s account/s. The nature of social media means that complaints and contentious content visible and can escalate quickly. Not acting can be detrimental to us or our people. The Comms & Marketing Team regularly monitors our social media channels for mentions of PVRI so we can catch any issues or problems early. If an issue could develop or has already developed into a crisis situation, the Head of Comms and Marketing will follow the Business Continuity Plan, and the crisis management plan outlined in Appendix 1.

3.3.8 Lobbying Act
Charities are legally allowed to campaign to bring about a change in policy or law to further their organisational purpose but can never be party political. In most cases, spending on charity campaigns that are in accordance with charity law will not be regulated under electoral law (often known as the ‘Lobbying Act’1). Under the Lobbying Act, organisations (including charities which spend more than £10,000 across the UK on ‘regulated activity’ during the regulated period) need to register with the Electoral Commission within the outlined windows for elections. Regulated activity is any activity which could reasonably be seen as intended to influence people's voting choice, either for parties or candidates (which a charity could never do) or for categories of candidates (e.g. female candidates or candidates who support Net Zero). During these periods, all campaigning activity will be reviewed by the Head of Comms & Marketing.

3.3.9 Maintain secure access to the channels 
The Comms & Marketing Team will uphold best practices for channel security, including secure passwords that change at least every six months. You must always keep your passwords private and secure. If you change roles or leave PVRI, you must hand over ownership of the account or revoke your access to the account before you leave. 

3.3.10 Remain politically neutral 
PVRI is not associated with any political organisation and has no affiliation with or links to political parties. We can express views where appropriate on policies that impact our work and stakeholders, but it is essential that we remain, and be seen to be, politically neutral. We cannot endorse a political party or candidate nor engage in campaigning activity. We must carefully manage the risk that we are perceived to have any party-political bias and should carefully consider any posts that might be perceived as such, for example, posts that talk about individual politicians or parties rather than policies. 

3.3.11 Remember the bigger picture and focus on the benefit  
Do not allow your own personal opinions to influence responses. Make sure that all content has a purpose and a benefit for PVRI to further our charitable purposes (either directly or indirectly). If you doubt PVRI's position on a particular issue, please speak to our Head of Comms & Marketing. 

3.3.12 Responding to comments  
Only the Comms & Marketing Team is permitted to respond to comments on our social media posts on behalf of PVRI unless express permission has been given. Responses must be as swift as possible. 

3.3.13 Protection and intervention 
The responsibility for measures of protection and intervention lies first with the social networking site itself. Different social networking sites offer different models of interventions in different areas. For more information, refer to the guidance available on the social networking site itself; however, if you consider someone to be at risk of harm, report this to our CEO immediately. 

3.3.14 Public Interest Disclosure 
Under the Public Interest Disclosure Act 1998, if you release a public interest disclosure through our social media accounts, PVRI's Whistleblowing Policy must be initiated before any further action is taken. 

3.3.15 Recruitment 
The use of social media in the recruitment process should be carried out in accordance with PVRI’s Recruitment Policy and associated procedures and guidelines.  

3.3.16 Safety first 
It is vital that you do not encourage anyone to risk their personal safety or that of others in pursuit of social media engagement (for example, a video of a stunt or visiting an unsafe location). There may be times when you could be subject to unpleasant or abusive comments directed at PVRI, our work or our people. We encourage everyone who experiences this to consult with our CEO.  

3.3.17 Stick to the law 
Do not encourage anyone to break the law to supply material for social media, such as using unauthorised video footage. All relevant rights for usage must be obtained before publishing material. 

3.3.18 Under 18s and vulnerable people 
Young and vulnerable people face risks when using social networking sites. They may be at risk of being bullied, publishing sensitive and personal information on their profiles, or from becoming targets for online grooming or radicalisation. Where known, when communicating with vulnerable or young people under 18-years-old via social media, you must ensure the online relationship with PVRI follows the same rules as offline.

Children under the age of 13 should not be encouraged to create their own personal social media accounts or engage with others and are not legally allowed to use social media channels such as Facebook, Instagram or X.

Ensure that vulnerable and young people have been made aware of the risks of communicating and sharing information online and given guidance on security and privacy settings as necessary. And ensure that the site itself is suitable for the vulnerable or young person and PVRI content and other content is appropriate for them.

All staff members and volunteers have a responsibility to do everything possible to ensure that vulnerable and young people are kept safe from harm. If you come across anything online that could mean someone is at risk, you should inform our CEO. The UK Online Safety Act 2023 has measures to ensure children are protected online.  

3.4 Other eventualities 
While all attempts have been made to cover an extensive range of situations, it is possible that this policy may not cover all eventualities. There may be times when professional judgements are made in situations not covered by this document or that directly contravene the standards outlined in this document. In these circumstances, consult with the Head of Comms & Marketing as soon as reasonably possible. 

Our Marketing Officer monitors our social media accounts Monday through Friday during work hours. We do not regularly monitor our accounts out-of-hours, but our Head of Comms & Marketing can be reached at +44 (0)75960 04410 or +44 (0)7813 644062 out-of-hours should a situation arise. 

3.5 Further external guidance 

• The Charity Commission guidance for charities on social media
• The Charity Commission checklist for developing a social media policy
• National Cyber Security Centre’s guidance on social media and how to use it safely
• National Cyber Security Centre’s guidance on protecting your published content  
• The Charity Commission guidance on campaigning and political activity guidance for charities  
• Government guidance on the Online Safety Bill
• Bates Wells website 

Date of last review: March 2025

Appendix 1: Crisis management plan for a social media policy breach 

This plan outlines the steps PVRI will take in case of a breach of PVRI’s social media policy to mitigate damage, protect PVRI’s reputation, and ensure compliance with ethical and legal standards.

Crisis identification and assessment
PVRI will regularly monitor PVRI’s social media channels and mentions for any potential breaches, immediately investigate any suspected policy violations, and determine the severity of the breach by evaluating its potential impact on PVRI and its stakeholders.

Immediate response
If the breach involves an inappropriate or unauthorised post, PVRI will delete or restrict access immediately and secure accounts. If the breach is public, PVRI will issue a holding statement acknowledging awareness of the issue stating that PVRI is investigating the matter. PVRI will alert key stakeholders, investigate the cause, the responsible person and their motivation.

Communication
PVRI will provide clear instructions on how to respond if questioned by external parties, and reinforce social media guidelines to prevent further incidents. PVRI will also prepare an official response aligned with PVRI’s values and policies, and use appropriate channels to communicate transparently while maintaining professionalism. 

Resolution and recovery
If a staff member was responsible for the breach, the CEO will work with their line manager to provide training or initiate disciplinary action as necessary. If the breach was due to hacking, PVRI will enhance cybersecurity measures and implement stricter access controls. PVRI will conduct a post-incident review to assess how the crisis was handled and identify areas for improvement. If the breach caused reputational harm, PVRI will implement a strategy to rebuild credibility.  

Prevention strategies
PVRI regularly reviews the social media policy, and has implemented strong security measures, including two-factor authentication and restricted access to official accounts.

PVRI also has a Business Continuity Plan which contains detailed guidance on emergency planning, crisis management and business continuity. In the event of a significant social media breach, this document should also be consulted and any guidance followed.