Appendix 10 — Media Products Taxonomy

Correct vs. Problematic Outputs (Operational Reference for SPES)

Purpose of this appendix
To give the SPES a concrete, side-by-side taxonomy of Embassy media products—showing what meets institutional standards versus what creates avoidable risk—without commentary, attribution, or moralization.

This appendix exists to:

  • replace vague “good judgment” expectations with visible standards,
  • prevent post-hoc debates about intent,
  • and create continuity across rotations.

It is designed to be copied directly into training, onboarding, or internal reference binders.

10.1 Scope & Guardrails

Included:

  • Media products commonly produced or cleared by PD/PAO
  • Paired examples: acceptable vs problematic
  • Structural differences only (language, framing, scope)

Excluded:

  • Names
  • Dates
  • Countries
  • Evaluative commentary
  • Performance judgments

10.2 Media Notes

A. Acceptable Media Note

The U.S. Embassy hosted a roundtable discussion with representatives from academic institutions to exchange perspectives on higher education cooperation. The discussion focused on academic mobility, research collaboration, and existing exchange opportunities.

B. Problematic Media Note

The U.S. Embassy convened leading reform-minded academics to advance shared democratic values and strengthen Bangladesh’s higher education system.

10.3 Press Releases

A. Acceptable Press Release

The U.S. Embassy announced the arrival of a U.S. corn shipment at Chattogram Port. The shipment reflects ongoing commercial trade between U.S. producers and Bangladeshi importers.

B. Problematic Press Release

The U.S. Embassy welcomed a major breakthrough in U.S.–Bangladesh agricultural cooperation, marking a new chapter in bilateral trade relations.

10.4 Press Briefings (Internal Guidance)

A. Acceptable Briefing Line

We are aware of the reports. We are reviewing the information and will share updates if appropriate.

B. Problematic Briefing Line

We take these allegations very seriously and expect full accountability.

10.5 Press Clips / Media Highlights

A. Acceptable Highlight

Local media cited the Embassy’s announcement regarding a U.S.–Bangladesh joint training exercise.

B. Problematic Highlight

Embassy messaging dominated national coverage, reinforcing U.S. leadership on security reform.

10.6 Media Q&A

A. Acceptable Q&A

Q: Does the Embassy support this initiative?
A: The Embassy engages with a range of partners and supports dialogue and cooperation consistent with U.S. policy.

B. Problematic Q&A

Q: Does the Embassy support this initiative?
A: We strongly support this initiative and believe it represents the right path forward.

10.7 Press Guidance (Internal)

A. Acceptable Guidance

Use descriptive language. Avoid speculation or future commitments. Defer policy questions to Washington.

B. Problematic Guidance

Emphasize the Embassy’s leadership role and commitment to reform outcomes.

10.8 Media Landscape Summaries

A. Acceptable Summary

Coverage focused on the Embassy’s participation in a regional forum. Reporting varied in tone across outlets.

B. Problematic Summary

Media reaction was overwhelmingly positive, demonstrating broad public support for U.S. engagement.

10.9 Media Strategy Documents

A. Acceptable Strategy Language

Prioritize clarity, consistency, and factual accuracy across platforms. Avoid policy signaling beyond cleared guidance.

B. Problematic Strategy Language

Shape public opinion to build momentum for institutional change.

10.10 Briefing Checklists

A. Acceptable Checklist Items

  • Confirm facts
  • Identify authority
  • Prepare holding language
  • Flag unknowns

B. Problematic Checklist Items

  • Highlight Embassy influence
  • Anticipate political impact

10.11 Public Speeches

A. Acceptable Speech Excerpt

Educational exchanges have long been a bridge between our societies, allowing participants to learn from one another.

B. Problematic Speech Excerpt

Today’s students will become tomorrow’s leaders, shaping the future of democracy.

10.12 Social Media Captions

A. Acceptable Caption

Embassy staff joined educators for a discussion on academic exchange opportunities.

B. Problematic Caption

Proud to stand with educators driving change.

10.13 What This Taxonomy Is Not

This appendix does not:

  • prohibit creativity,
  • mandate silence,
  • or require defensive tone.

It does:

  • define structural red lines,
  • expose recurring risk patterns,
  • and make “acceptable” visible.