PUR Study Guide- Termso Baseline- point against which all future efforts are measuredo Benchmark- comparing best practices of other organizationso Goal- overall, unspecific outcomeo Objective- specific, measurable outcomeo Strategy- broad approach to achieve a goalo Tactics- Individual approach to achieve objectives- Objectiveso 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 supporto Internal practitioners- work for organization Advantages- More familiar- No splitting of time/attention- Loyalty- Availability Disadvantages- Stale- Lack of innovation- Lack of expertise- Not removed from problemo External practitioners- outside, (PR Firm) Advantages- Experienced- Objective- Variance of location- Specialization Disadvantages- Staff paranoia- No priority- Not familiar with business practices- PR Paymento Hourly Flat hourly rateo Project Up front, agreed upon price of an entire projecto Retainer Long term contract Consistent income Best for firmo Blended rate Agreed average rate for hour, not specifically for any agent- First Amendment Considerationso Designed for protection John Twine- Wouldn’t reveal identity of author of book, tortured to death (Englad)o Schenck v. US Clear and present danger test Result of WWIo Gitlow v New York Due process/fair trialo Near v Minnesota 30’s Changed Schenck rules Checklist:- Obscene?- Incitement to violence?- War-time?- Obscenityo Judged by juryo Represents demographic opinion “average person judging by ideals of the community”o Can’t take out of context/dominant material theme- Redruf v NYo Obscenity standard Protected minors Not thrust on people Not pandered- Miller v Californiao New obscenity definitiono “For today”- Investor Relationso Rule 10b-5 (Securities and Exchange act) No dissemination of false or misleading information to investors Prohibits insider trading of securities based on info not know by public- Defamation of Charactero Tort- Any civil wrong other than a breach of contract Libel- Defamatory and false- Written Slander- General defamation- Talkin shit about Sally Jones- Spokeno Elements of Libel Publication- Who? Identification- Personal or by small group Real defamation- Personal reputation- Professional reputation- Social contact suffers Unprivileged occasion- Absolute privilegeo Participant- Quality privilegeo Reporter Actual malice- Knowledge of falsity- Disregard for trutho Libel damages Actual- Fiscal- Physical Compensatory- For stress and hurt Punitive- For punishment- Large sums- Actual malice must be proveno Defense against Libel Truth Fair comment and criticism- Occurs when one places themselves in public light- Rights are forfeited- Invasion of Privacyo Intrusion on a plaintiff’s physical solitude Home Hospital Etco Publication of private matters violating ordinary decency EX: Naming of rape victimo 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 permissiono Mapp v Ohio Right to privacy in Constitutiono Roberson v Rochester Folding Box Co Used image to sell image- Copyrighto Lasts for life of Author +70o Lasts for 75 years if before ‘76o Starts when work is in fixed form Written or recordedo Poor man’s copyright: Send it through the mail, proving idea ownership on a dateo Copyright-able things Titles Short slogans Works from public documents Speech/performance in unfixed form Ideas Works in public domain- Broadcaster requirementso PICON Public interest, convenience, or necessityo Tornillo v Miami Herald Old law Must give space to people you don’t endorse tooo Section 315 Equal opportunity for all candidates No censorship Lowest price chargedo Appearance Exclusions Newscast News interview News documentary- If subject of documentary On the spot news coverage- Methods of Researcho Controlled experiment Observing results of experiences with variableso Content analysis Analyzing over a period- EX: looking over a year of newspaper content for treatment of a companyo Secondary analysis Analyzing a previously ascertained collection of data for a different reason than originally intendedo Focus Groupso Public Opinion Surveys“Never argue with someone who buys ink by the barrel”- Focus Groupso 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”o Uses Info for surveys Survey follow-ups Test new ideas/programs Identify decision-making processes Identify needs Test messageso Considerations # of groups # in groups- 8-9 preferable Securing participants- Focus group facilities help Location Reward for participants Moderator- Language of Surveys Parameter- the boundaries of the survey Statistic- numbers Census- survey of every individual Sample- survey of smaller representative group Mean- average response Median- value separating the upper range from the lower range of answers Mode- answer occurring most frequentlyo Probability sample Equal selection Independent in selectiono Non-probability sample Available subjects Judgmental Often with quotaso Types of probability samples Simple Systematic Stratified Clustero Types of samples Profile- Standard- Asked once Trend- Observed over time Panel- Change in peopleo Data Collection Personal interview- Best completion %, but expensive Telephone- 2nd best %, 2nd most expensive Mail- 3rd best %, 3rd most expensive Internet- Lowest %, cheapest by faro Where to find people? Lists from agencies Random dialing Interceptso Evaluation Preparation- Background info- Message appropriateness- Message quality Implementation- # of messages sent- # of messages received Impact- # who learned, changed, or changed/kept a
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