1) Managing Public Relationsa) Termsi) Baseline(1) Point against which we measure all future effortsii) Benchmark(1) Best practices of other organizationsiii) Goal(1) Outcome that can be measured, lack of specificsiv) Objective(1) Have specific plans v) Strategy(1) Overall approachvi) Tactics(1) Step by step plansb) Requirements for a Good Objectivei) Clearly describes expected resultsii) Understandable to everyoneiii) Lists firm completion dateiv) Realistic, attainable and measurablev) Consistent with management’s objectivesc) Choosing Public Relations Supporti) 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 problemsii) External practitioners(1) Advantages(a) Objective(b) Increased resources and skills(c) More experience(d) Cost (2) Disadvantages(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 companyd) Paying for Public Relationsi) Hourly(1) PR firm would get paid by the hourii) Project(1) PR firm would be paid in full for project(a) Firm would first see how much time would need to be put into projectiii) Retainer(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 overiv) Blended rate(1) When there is one price for all employees from consultants to internsv) Don’t forget overhead(1) The cost of doing business(a) Mark ups 17.65%e) Statements Organizations Makei) Mission(1) Who the company isii) Vision(1) Where the company wants to goiii) Value(1) What the company believes iniv) Position(1) What separates the company from similar companiesf) Successful Organizational Modeli) Definitive Mission Statement(1) Value Statementsii) Organizational & Cultural Statements(1) Shared Values(a) By both individuals and organization(i) The company needs employees to support the organizationiii) Positive Public Relationships(1) Expressed Values(a) Tells the story of the companyiv) Reputation(1) Understood Valuesg) The Strategic Plani) Page 1(1) Positioning Statement(a) What makes this company different(2) Themes & Messagesii) Page 2(1) Public Relations Goals(2) Audiences (a) Combine certain key audiences(i) Employees should be number oneiii) Page 3(1) Audience 1(a) Objectives(b) Research(i) What makes the audience important to the company(c) Evaluationiv) Page 4(1) Audience 1 Program (2) Inventory Form(a) Way to visualize activities(i) When things are happening2) Public Relations Lawa) First Amendment Considerationsi) Schenck v. United States—Clear and Present Danger Test(1) Schenck was charged with espionage act because he produced pamphlets telling people not to go to war(a) But that conflicts with the first amendment(i) NO according to Supreme Court1. Because of Clear and Present Dangerii) Gitlow v. New York—Due Process(1) Gitlow accused of violating NY criminal anarchy statute(a) Due process of lawiii) 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 warb) Investor Relationsi) 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 companiesc) Defamation of Characteri) 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 womand) Elements of Libeli) Publication(1) Made for the general public mass consumption(2) EX(a) Lampford vs. Shepard(i) Lampford wrote a letter to Shepard defaming her character1. Shepard showed the letter to a neighbora. Therefore publishing it herselfii) Identification(1) Name/Age/Address(2) EX(a) Niemen Marcus vs. Laite(i) Laite wrote about the different groups that worked at Niemen Marcus1. Courts decided that when identifying a group if the group is small enough that one specific person can be identified then there is libeliii) Real defamation(1) Personal reputation – good name(2) Professional reputation(3) Social contact – the right to be around peopleiv) 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 casesv) Actual malice(1) Knowledge of falsity(2) Reckless disregard for the truth(3) EX:(a) NY Times vs. Sullivan(i) NY Times published a article about Alabama State University students being attacked by the police(ii) Sullivan was the police commissioner in Alabama and claimed libel against the NY Times(iii) NY Times was NOT liable because NO actual malicee) Libel Damagesi) Actual(1) Hard to proveii) Compensatory(1) Mental anguishiii) Punitive(1) $$f) Defenses against Libeli) Truthii) Fair comment and criticismg) Invasion of Privacyi) Intrusion on a plaintiff’s physical solitudeii) Publication of private matters violating ordinary decencyiii) 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 permissionh) Copyrighti) Lasts for life of the author plus 70 years under the new act of 1976ii) Lasts for 75 years if copyrighted before 1976iii) Starts when work is in fixed formiv) Poor man’s copyrighti) Not Eligible for Copyrighti) Titlesii) Short slogansiii) Works from public documentsiv) Speeches and performances not in fixed formv) Works in the public domainvi) Ideas j) Special Requirements for Broadcastersi) First Amendment considerationsii) Tornillo v. Miami Heraldk) Section 315 of the Communications Act of 1996i) Equal opportunity clause: appearance of a legally qualified candidate(1) Meets
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