Managing Public Relations Terms Baseline the point against which we measure all future efforts comparison Benchmark looking at best practices in another organization Goal outcome we can measure but what we lack is the specificity of the measurement it is more general broad Objective outcome that can be measured specifically Example 30 awareness Strategy overall approach to achieving our goals and objectives Tactics specific step by step we do Goals are to Objectives as Strategy is to Tactics A goal may have one or more objectives it is not uncommon for a company to have dozen major goals in a year Requirements for a good objective Clearly describes expected results you know exactly what it is we are trying to do Understandable to everyone in the organization because directly or indirectly everyone has to help List firm completion date we want it completed by not around holidays Realistic attainable and measurable when you can Consistent with management s objectives Choosing Public Relations Support Internal practitioners hired by that organization for them only Advantages know the company loyal less expensive focused available Disadvantages less resources skills limited experience yes mam too close to the problem cost Eternal practitioner sell services of their firms to organization Advantages objective independently come to a problem more skills resources experience short learning curve location cost Disadvantages cost less focuses less available not as loyal sort of staff paranoia lack of knowledge about the business Who to hire Both is possible Cost Sometimes it may be cheaper to hire on a full time basis for every 1 you need 1 30 Paying for PR Hourly but people in firms pay different amounts it can start to add up Differential based on experience Blended rate pick a rate where they figure they ll make money for that flat rate come to agreement easier on bookkeeping most firms just started to do this Project buy time for a project for x stuff in addition you need costs other than peoples time Example if you throw a party you still have to pay for the balloons plus 17 Retainer you have agreed to spend a certain time a week on that clients work and you get billed every month good deal help manage firm can get more money not less needs to be transparent Don t forget the overhead Overhead is the cost of doing business 27 don t charge for overhead example water electricity working from home Statements Organizations Make Mission this is who we are and this is what we do Vision this is where we are going Value this is what we believe in Position this is what makes us different from everyone else who does what we do Strategic planning process long range planning 2 3 years TQM total quality management work perfectly expensive Successful Organizational Model Definitive mission statement Value statement Organizational and cultural statements Shared Values Positive Public Relations Expressed values Reputation Understood values If you skipped organizational and cultural statements then bad reputations can come up if employees don t buy it than it will not work you need respect The Strategic Plan Page 1 Page 2 Page 3 Positioning statement what is going to drive the train used in advertising Themes and Messages broad themes you want to emphasize 5 6 key themes Public relations goals list them Audiences 6 Key audiences including employees most important Audience 1 Objectives Research Evaluation Page 4 Page 5 6 Audience 1 Program Inventory form Same as 3 and 4 for second audience Pert Gant Charts way to visualize activities How we learn 10 hear 80 see Public Relations Law Censorship prior restraint 18 US C1462 criminal offence to publish an obscene indecent or profane remark 18 US C1464 criminal offense to broadcast an obscene indecent or profane remark Schenck V US Clear and Present Danger Test Schenck violated the espionage act what you can and cant say in government secretary of American socialist party who had pamphlets saying if your drafted to the war you shouldn t go The government confiscated the pamphlets Schenck said that the espionage act violated free speech but the court said that the law is constitutional because if speech provides a clear and present danger then it falls outside of the protection of the first amendment may be because of the time period during WWI that dictated courts decision around 1910 Gitlow V New York Due Process Benjamin Gitlow was accused of violating a NY criminal anarchy statue which said you can t violently overthrow the government He was arrested and the Supreme Court reconciled how you can test state law to federal and applied amendment 14 life liberty and the pursuit of happiness Near V Minnesota Changed the clear and present danger test Public nuisance statue near published a tabloid and violated that but it was not constitutional Obscenity miller v California wither the average person a jury of your peers applying the contemporary standard of the community at this time this place the dominant theme of the material taken as a WHOLE must appeal to the prurient interest in sex Incitement to violence Threat to national security during times of war never been tested Redrup V New York Information cannot be thrust on unconsenting adults minors are protected not pandered using sensationalism 4 Years Investor Relations where the big money is Rule 10b5 of securities and exchange act criminal offence No dissemination of false or misleading information to investors Prohibits insider trading of securities based on material not disclosed to the public Defamation of Character Tort any civil wrong other than a breach of contract Libel defamation and untrue written Slander generally spoken defamation If a mark comes from a prepared text it is considered libel except in California it varies by state Rarely see damages awarded for slander Slander has to impute the chastity of a female or you can prove it lost you money Elements of Libel Publication must prove it was published sent out for mass consumption Person who wrote it person it was about one more person Shepard V Lampford L wrote a letter to S and he propositioned her and called her bad names she showed the letter to a neighbor who convinced her to sue It was thrown out of court because she published the letter technically Identification you have to readily identify an individual newspapers try to include name and address so it is certain who exactly you are referring to Real defamation personal reputation
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