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FSU PUR 3000 - Managing Public Relations

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Managing Public RelationsTerms-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 doGoals are to Objectives as Strategy is to TacticsA goal may have one or more objectives (it is not uncommon for a company to have ½ 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 objectivesChoosing 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 businessWho to hire? Both is possibleCost? 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 dothis-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 homeStatements 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 doStrategic planning: process, long range planning, 2-3 yearsTQM- total quality management, work perfectly, expensiveSuccessful Organizational Model-Definitive mission statement-Value statement-Organizational and cultural statements-Shared Values-Positive Public Relations-Expressed values-Reputation-Understood valuesIf 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 respectThe Strategic Plan-Page 1-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 -Page 2-Public relations goals: list them-Audiences: 6 Key audiences, including employees (most important)-Page 3-Audience 1-Objectives, Research, Evaluation-Page 4-Audience 1 Program-Inventory form-Page 5& 6-Same as 3 and 4 for second audience Pert/Gant Charts- way to visualize activitiesHow we learn: 10% hear, 80% seePublic Relations LawCensorship: prior restraint18 US C1462: criminal offence to publish an obscene, indecent or profane remark18 US C1464: criminal offense to broadcast an obscene, indecent, or profane remarkSchenck V US: Clear and Present Danger TestSchenck 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 ProcessBenjamin 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 YorkInformation cannot be thrust on unconsenting adults, minors are protected, not pandered (using sensationalism) 4 YearsInvestor 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 publicDefamation of CharacterTort: any civil wrong other than a breach of contract-Libel: defamation and untrue, written-Slander: generally spoken defamationIf 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 personShepard 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


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