Terms Baseline the point that we measure all future efforts Benchmark best practices of another or your organization Goal an outcome that can be measured but lacks specificity Objective specific outcome like getting 51 of the vote Strategy overall approach to obtaining goals and objectives Tactics short term approach like winning a battle vs winning a war The tactics win the former Requirements for a good objective Clearly describes expected results Understandable to everyone Lists a firm completion date Realistic attainable and measurable Consistent with managements objectives Internal practitioners advantages They know the company Knowledge Loyal CostsLess disadvantages Less resources skills Limited experience Yes men Too close to the problem External practitioners Advantages They are objective More skills resources and experience Location Cost Disadvantages Cost Lack of focus Availability Loyalty Staff paranoia Lack of knowledge about the business If possible you should hire both internal and external people You need to pay about 1 3rd more on every dollar to pay for an employee Hourly Paying for public relations Project to you will pay us x amount of dollars plus expenses like cake and ice cream for parties plus 17 65 Retainer you pay x amount of money each month for a PRs service for x amount of hours a week stuff bought which is 17 65 Blended rate both interns and senior staff hourly for a flat rate Don t forget overhead cost of doing business 27 of people say they do not charge for overhead Independent practitioners are the fastest growing segment Strategic planning long range planning 2 3 years out It is Process not a thing Management by objective Management by objective and results Total quality management TQM work perfectly Statements organizations make Mission statement this is who we are and this is what we do Vision statement this is where we want to go and be Value statement this is what we believe Position strategy this is what makes us different from everyone else in our field Successful organization definitive mission statement value statements Organizational and cultural statements if employees do not buy into your mission statement it does not work Needs respect The strategic plan there are more than one way to do it but here is this one provided shared values Positive public relationships expressed values Reputation understood values Page one Positioning statement Broad Themes messages may be 5 6 key themes Page two Public relations goal Audiences have half a dozen key publics Most important public is their employees Page three Audience 1 objectives research evaluation Four Audience program Bert Gamp charts Ect repeat till you do your entire audiences Law Chapter Censorship prior restraint government can prevent you from saying something before it is said Court has held that it is better to let speech be made than prevent it You can go to jail under 14 United States Code 1462 makes it it a criminal to publish a obscene remark 18 United States Code 1464 makes it it a criminal to broadcast a obscene remark Treaties on the passing of justice 1663 twain said that a king can be tried and killed He was executed for treason First mammy considerations Schenck associated with the the American socialist party v United States if there is clear and present danger the the speech is illegal test Espionage act upheld Gitlow vs New York criminal anarchy test Advocating for the violent overthrow of government Due process nobody can be deprived of life liberty or the pursuit of happiness without the due process of law J m Near vs Minnesota writing racist anti Semitic pamphlets about people Public nuisance law thrown out Only under the following circumstances will the courts allow the government to censor speech Obscenity Incitement to violence Threat to national security during times of war Threat to national security in times of war Miller vs California defined obscenity whether to the average person applying contemporary standards of a community finds something the dominate theme of the material taken as a whole prurient creates an unnatural craving for interest of sex Redrup vs New York when minors are protected it is not thrust upon unconcenting adults or was not pandered to it can be published was this standard before miller Investor relations Rule 10b 5 of security and exchange act No dissemination of false or misleading information to investors Prohibits insider trading of securities based on material not disclosed to the public Defamation of character Tort any civil wrong other than breach of contract Libel defamatory and untrue written To win you must Prove it was published only takes 3 people writer victim and one other person according to Shepard vs lampford the victim can t publish it neamen markus vs laite Determined that groups that are small enough where you can readily identify all individuals then you can sue identification by name or group membership real defamation personal reputation professional reputation social contact unprivileged occasion Absolute privilege If you are a part of a public official proceeding then you can say defamatory things Qualified privilege reporters who report things like John said smith killed sally has to be fair and accurate Unprivileged occasion everything else actual malice case against the New York Times vs Sullivan Only regarding public officials former public officials private citizens involved in a public controversy public citizens dragged into a controversy and moral people seeking punitive damages knowledge of falsity before time of publication or reckless disregard for the truth Or publishing without entertaining whether or not this is true Elmer Gertz vs George welsh expanded the definition of libel to include actual malice beyond the public officials Libel damages Actual to make you financial whole whole Compensatory for the undue mental anguish not much Punitive money that it costs to punish the publisher hard to prove but in millions Libel defenses Truth save for one case where paper published that two daughters of a deceased man were illegitimate Fair comment and criticism Cherry Sisters vs Demoine leader Ruled that when you voluntarily put yourself in front of the public you are submitting yourself to fair comment and criticism Slander generally spoken defamation spoken To win you must either must prove that the remark costs you money must impute the chastity of a female National inquirer gets away with what
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