PUR Study Guide Terms o Baseline point against which all future efforts are measured o Benchmark comparing best practices of other organizations o Goal overall unspecific outcome o Objective specific measurable outcome o Strategy broad approach to achieve a goal o Tactics Individual approach to achieve objectives Objectives o To be a good objective Clearly describes results Comprehensible by everyone Firm completion date Realistic attainable and as measurable as possible Must have resources for it Consistent with other objectives Choosing PR support o Internal practitioners work for organization Advantages More familiar No splitting of time attention Loyalty Availability Disadvantages Not removed from problem o External practitioners outside PR Firm Stale Lack of innovation Lack of expertise Advantages Experienced Objective Variance of location Specialization Disadvantages Staff paranoia No priority Not familiar with business practices PR Payment o Hourly o Project o Retainer Flat hourly rate Up front agreed upon price of an entire project Agreed average rate for hour not specifically for any agent Wouldn t reveal identity of author of book tortured to Long term contract Consistent income Best for firm o Blended rate First Amendment Considerations o Designed for protection John Twine o Schenck v US death Englad Clear and present danger test Result of WWI o Gitlow v New York Due process fair trial o Near v Minnesota 30 s Changed Schenck rules Checklist Obscene War time Incitement to violence Obscenity o Judged by jury o Represents demographic opinion average person judging by ideals of the community o Can t take out of context dominant material theme Redruf v NY o Obscenity standard Protected minors Not thrust on people Not pandered Miller v California o New obscenity definition o For today Investor Relations o Rule 10b 5 Securities and Exchange act No dissemination of false or misleading information to Prohibits insider trading of securities based on info not know investors by public Defamation of Character o Tort Any civil wrong other than a breach of contract Libel Defamatory and false Written Slander General defamation Talkin shit about Sally Jones Spoken o Elements of Libel Publication Who Identification Personal or by small group Real defamation Personal reputation Professional reputation Social contact suffers Unprivileged occasion Absolute privilege o Participant Quality privilege o Reporter Actual malice Knowledge of falsity Disregard for truth o Libel damages Actual Fiscal Physical Compensatory For stress and hurt Punitive For punishment Large sums Actual malice must be proven o Defense against Libel Truth Fair comment and criticism Occurs when one places themselves in public light Rights are forfeited Invasion of Privacy o Intrusion on a plaintiff s physical solitude Home Hospital Etc o Publication of private matters violating ordinary decency EX Naming of rape victim o Putting someone in a false light in public eye N A in FL Time v Hill Sued because where are they now story of Hill Family Appropriation of some element of an individual s personality Commercial use w o permission o Mapp v Ohio Right to privacy in Constitution o Roberson v Rochester Folding Box Co Used image to sell image Send it through the mail proving idea ownership on a date Copyright o Lasts for life of Author 70 o Lasts for 75 years if before 76 o Starts when work is in fixed form Written or recorded o Poor man s copyright Short slogans o Copyright able things Titles Works from public documents Works in public domain Speech performance in unfixed form Ideas Broadcaster requirements o PICON Public interest convenience or necessity o Tornillo v Miami Herald Old law Must give space to people you don t endorse too o Section 315 Equal opportunity for all candidates No censorship Lowest price charged o Appearance Exclusions Newscast News interview News documentary If subject of documentary On the spot news coverage Methods of Research o Controlled experiment Observing results of experiences with variables o Content analysis Analyzing over a period EX looking over a year of newspaper content for treatment of a company Analyzing a previously ascertained collection of data for a different reason than originally intended o Secondary analysis o Focus Groups o Public Opinion Surveys Never argue with someone who buys ink by the barrel Focus Groups o Characteristics People discuss issues Unknown amongst eachother Observe range depth of feelings Proves what DOESN T work not what does Fight the fights you have to win Info for surveys Survey follow ups o Uses Test new ideas programs Identify decision making processes Identify needs Test messages o Considerations of groups in groups 8 9 preferable Securing participants Focus group facilities help Location Reward for participants Moderator Language of Surveys Statistic numbers Parameter the boundaries of the survey Census survey of every individual Mean average response Median value separating the upper range from the lower Sample survey of smaller representative group range of answers Mode answer occurring most frequently o Probability sample Equal selection Independent in selection o Non probability sample Available subjects Often with quotas Judgmental o Types of probability samples Simple Systematic Stratified Cluster o Types of samples Profile Standard Asked once Trend Panel Observed over time Change in people o Data Collection Personal interview Best completion but expensive Telephone Mail Internet 2nd best 2nd most expensive 3rd best 3rd most expensive Lowest cheapest by far o Where to find people Lists from agencies Random dialing Intercepts o Evaluation Preparation Background info Message appropriateness Message quality Implementation of messages sent of messages received Impact who learned changed or changed kept a behaviour
View Full Document
Unlocking...