1 Managing Public Relations a Terms i Baseline ii Benchmark iii Goal 1 Point against which we measure all future efforts 1 Best practices of other organizations 1 Outcome that can be measured lack of specifics iv Objective 1 Have specific plans v Strategy vi Tactics 1 Overall approach 1 Step by step plans b Requirements for a Good Objective i Clearly describes expected results ii Understandable to everyone iii Lists firm completion date iv Realistic attainable and measurable v Consistent with management s objectives c Choosing Public Relations Support i Internal practitioners 1 Advantages a Knowledge b Loyal c Smaller cost d Focused on just one organization e Available anytime 2 Disadvantages a Limited resources and skills b Limited experiences c Decreased innovation d Working just to keep job e Too close to problems ii External practitioners 1 Advantages a Objective b Increased resources and skills c More experience 2 Disadvantages d Cost a Cost b Focus attention may be elsewhere c Availability is limited d No loyalty to company e Staff paranoia concerns about firings f Lack of specific knowledge of the company d Paying for Public Relations 1 PR firm would get paid by the hour i Hourly ii Project iii Retainer 1 PR firm would be paid in full for project a Firm would first see how much time would need to be put into project 1 PR firm is contractually obligated to work a certain number of hours each week a PR firm doesn t charge less if that many hours is not met b PR firm can and does charge is hours go over iv Blended rate 1 When there is one price for all employees from consultants to interns v Don t forget overhead 1 The cost of doing business a Mark ups 17 65 e Statements Organizations Make i Mission ii Vision iii Value iv Position 1 Who the company is 1 Where the company wants to go 1 What the company believes in f Successful Organizational Model i Definitive Mission Statement 1 Value Statements ii Organizational Cultural Statements 1 Shared Values iii Positive Public Relationships 1 Expressed Values a Tells the story of the company iv Reputation 1 Understood Values g The Strategic Plan i Page 1 1 What separates the company from similar companies a By both individuals and organization i The company needs employees to support the organization 1 Positioning Statement a What makes this company different 2 Themes Messages ii Page 2 1 Public Relations Goals 2 Audiences a Combine certain key audiences i Employees should be number one iii Page 3 1 Audience 1 a Objectives b Research c Evaluation iv Page 4 1 Audience 1 Program 2 Inventory Form i What makes the audience important to the company a Way to visualize activities i When things are happening 2 Public Relations Law a First Amendment Considerations i Schenck v United States Clear and Present Danger Test go to war a But that conflicts with the first amendment i NO according to Supreme Court 1 Because of Clear and Present Danger ii Gitlow v New York Due Process 1 Gitlow accused of violating NY criminal anarchy statute 1 Schenck was charged with espionage act because he produced pamphlets telling people not to a Due process of law iii Near v Minnesota changed the Clear and Present Danger Test 1 JM Near produced a tabloid insulting the people of Minnesota a He was violating the public nuisance statute 2 Can be censored when a Obscenity i Applying the contemporary standards of a community ii Prurine unnatural craving for interest in sex b Incitement to violence c Threat to national security during times of war b Investor Relations i Rule 10b 5 of Securities and Exchange Act 1 No dissemination of false or misleading information to investors 2 Prohibits insider trading of securities based on material not disclosed to the public a Only public trading companies c Defamation of Character i Tort any civil wrong other than a breach of contract 1 Libel defamatory and untrue 2 Slander generally spoken defamation a If remark caused you to lose money b If impune the chastity of a woman d Elements of Libel i Publication 1 Made for the general public mass consumption 2 EX a Lampford vs Shepard i Lampford wrote a letter to Shepard defaming her character 1 Shepard showed the letter to a neighbor i Laite wrote about the different groups that worked at Niemen Marcus 1 Courts decided that when identifying a group if the group is small enough that one specific person can be identified then there is libel a Therefore publishing it herself ii Identification 1 Name Age Address 2 EX a Niemen Marcus vs Laite iii Real defamation 1 Personal reputation good name 2 Professional reputation 3 Social contact the right to be around people iv Unprivileged occasion 1 Absolute privilege privilege of the participant a In the case of witnesses in courts 2 Qualified privilege privilege of the reporter a In the case of journalists reporting on court cases v Actual malice 1 Knowledge of falsity 2 Reckless disregard for the truth 3 EX a NY Times vs Sullivan by the police Times e Libel Damages i Actual 1 Hard to prove i NY Times published a article about Alabama State University students being attacked ii Sullivan was the police commissioner in Alabama and claimed libel against the NY iii NY Times was NOT liable because NO actual malice ii Compensatory 1 Mental anguish iii Punitive 1 i Truth f Defenses against Libel ii Fair comment and criticism g Invasion of Privacy i Intrusion on a plaintiff s physical solitude ii Publication of private matters violating ordinary decency iii Putting someone in a false light in the public eye 1 False Light a NOT a sub tort of privacy in the state of Florida iv Appropriation of some element of an individual s personality for commercial use without permission h Copyright i Lasts for life of the author plus 70 years under the new act of 1976 ii Lasts for 75 years if copyrighted before 1976 iii Starts when work is in fixed form iv Poor man s copyright i Not Eligible for Copyright i Titles ii Short slogans iii Works from public documents iv Speeches and performances not in fixed form v Works in the public domain vi Ideas j Special Requirements for Broadcasters i First Amendment considerations ii Tornillo v Miami Herald k Section 315 of the Communications Act of 1996 i Equal opportunity clause appearance of a legally qualified candidate 1 Meets qualifications for the office 2 Eligible to be voted for ii No power of censorship iii Lowest unit charge for amount and class of time l Appearance Exclusions i Bona fide newscast ii Bona fide news
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