Communications Team Guidelines

Guidelines for Social Media and Website Posts

Media Contact: Refer all media inquires to Michelle Barlak. mbarlak@seeingeye.org or 973-775-8530

Hashtags
- Use at least one of the following:
- #TheSeeingEye
- #SeeingEye
- #SeeingEyeDog
- #SeeingEyePuppy
- #TSEPuppy
- Consider also using a Guiding Paws related hashtag
Language & Etiquette
- Keep all text positive in tone.
- Use the terminology “people who are blind.”
- Do not include raiser names in posts.
- Capitalization standards:
  - German shepherd, Labrador retriever, golden retriever
  - Seeing Eye dog, The Seeing Eye
- Thank event hosts and include a link to their website or social pages.
- Use Atkinson Hyperlegible font when possible.
Photo Guidelines
Do:
- Keep photos positive and uplifting.
- Use recent, up‑to‑date photos as priority. Older photos can be included secondarily.
- Have dogs and humans looking at the camera when possible.
- Show dogs demonstrating good behavior, appearing happy, confident, and well groomed.
Avoid photos showing:
- Puppies behind cage bars.
- Dangerous, stressful, or unsafe situations.
- Puppies eating people food.
- Puppies on furniture.
- Negative behavior or expressions:
  - Baring teeth
  - Biting
  - Ears pinned back
  - Tail tucked
  - Crouching posture
  - Whale eye
  - Panting from extreme heat
Milestones to Highlight featuring puppies belonging to Guiding Paws members who regularly attend meetings and monthly events.
- Monthly club events
- New puppy arrivals
- Puppy vesting
- Return to training
- Town walks
- Graduate match
Post Content Guidelines
- Keep the text positive and informative.
- For event posts, explain why the outing is important for the puppy’s development and note any unique aspects.
- Include fun facts or unique details (e.g., sponsorship, lineage connections, relation to former GP dogs).
  - Use the description format: [Puppy Name] (DOB; Lineage) Example: Coach (May 2026; King x Mazie)
Accessibility & Captions
- Social media posts must include a photo description.
- Website posts do not require photo descriptions or captions.